Digital Dealer - August 2017 - 41

to streamline operational
process and focus advertising efforts on people
that are actively searching
for vehicles. However, the
real gain comes when this
automation is coupled with
machine learning to reduce
the cost per click while
increasing the number of
conversions. Essentially,
you acquire more new
customers with the same
budget, putting you miles
ahead of the competition.
BOTTOM LINE:
1. The fluidity of dy-

namic campaigns ensures
dealers will always be
showing potential customers ads with the most upto-date information about
vehicles on the lot - a much
more intriguing sight than a
generic ad.
2. Machine learning has
proven it is better equipped
to adjust bids because
it can see patterns and
crunch numbers faster
than humanly possible.
3. By letting machine
learning technology
manage the complexity
of budgets, cost per click
constraints, and cost per
conversion, account managers are suddenly able
to manage more accounts
allowing you to operate
your business with less
manpower.
As Chris Hanson, the
CEO of 3GEngagement
and Dave Meindl, the
Product & Systems Designer at Mudd Advertising
recently explained in a
webinar entitled 'Dynamic
Inventory Strategies for
Automotive Webinar,' when
machine learning is applied

to dynamic inventory
campaigns, amazing
things happen. These
industry leading automotive agencies both use a
machine-learning-powered bid and budget
management system that
makes frequent intra-day
adjustments to deliver the
best results possible. This
allows them to focus on
the aspects of campaign
management that help sell
more vehicles: adjusting
keywords (both positive and negative), split
testing ad copy, creating
landing pages, adding ad
extensions and more. This
system increased Chris'
clients' mobile click-tocalls by over 50%, and
has driven more sales
from his search campaigns by focusing on
the top performing, most
relevant keywords.
Dave has worked with
his provider to automate
the buildout of dynamic
display and remarketing
campaigns on Google
Display Network (GDN).
This is a game changer
and allows him to reach
customers on Google
properties that have not
been available on the
Real-Time Bidding (RTB)
ad exchange since 2015
when Google restricted access to Google
AdWords. This GDN
integration is novel since
the other Display Platforms are all focused on
the RTB ad exchange and
do not have the infrastructure to support this type of
programmatic solution.
THE STATE OF CAR

BUYING TODAY

Implementing machine
learning optimization
technologies into your
automotive marketing
strategies is quickly becoming crucial to success.
The way people are looking for their next car has
completely changed over
the last few years. 80% of
people say that their mind
is made up before they go
to a dealership, meaning
they have spent significant
time researching online
beforehand. Reaching
these potential customers
every step of the way is
essential.
As much of the
searching is done on
mobile on-the-go, having
a presence during these
influential micro-moments
can make all the difference. Google recently
identified five of these
important micro-moments
(https://www.thinkwithgoogle.com/marketing-resources/micro-moments/
auto-brand-mobile-micro-moments/) in the automotive buying journey:
1. The Which-Car-IsBest Moment
2. The Is-It-Right-ForMe Moment
3. The Can-I-Afford-It
Moment
4. The Where-Should-IBuy-It Moment
5. The Am-I-Getting-ADeal Moment
Leveraging a machine
learning system that
understands that mobile
and desktop search intent
is different and adjusts the
bids accordingly throughout the day can make all

the difference in capturing
audience attention. This
may sound like a daunting
task, but with machine
learning based optimization you can identify,
target, and influence potential buyers throughout
this journey.
LEVERAGE
AUTOMOTIVE
MARKETING DOLLARS
WITH AUTOMATION
AND MACHINE
LEARNING

Automotive marketing
solutions continue to shift
toward programmatic
automation and machine
learning. This is necessitated by the shift in the
way people are researching and buying cars on
their mobile devices. The
future is now.
If you focus your
strategy around targeting
in-market car shoppers
by implementing dynamic
solutions, you will:
1. Get more buyers to
the dealership
2. Move more cars off
the lot
3. Maximize revenue
from your OEM Co-op
funds and advertising
dollars
This presents automotive marketers with a gold
mine of exciting opportunities to get ahead of the
competition with automation and machine learning.
KEITH MEAGHER is a
forward-thinking Solution
Architect at Acquisio, whose
many accomplishments
include developing the
Dynamic Campaigns product
for Automotive. EMAIL:
kmeagher@acquisio.com

D I G I TA L D E A L E R . C O M

AUGUST 2017

41
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/auto-brand-mobile-micro-moments/ https://www.thinkwithgoogle.com/marketing-resources/micro-moments/auto-brand-mobile-micro-moments/ http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - August 2017
