Having a search presence is a must for any automotive dealer. With so many dealerships vying for searchers, it can be challenging to stand out in search ads, but with dynamic search ads, you can do just that. Dealerships using dynamic search ads can reach consumers further down the path to purchase and boost qualified leads coming from paid search.
What are Dynamic Search Ads?
Dynamic search ads display your automotive inventory to potential consumers as they search for specific vehicles. They are ideal for dealerships with continuously changing inventory since these ads only display the inventory dealers have in stock.
How Do Dynamic Search Ads Work?
When someone searches for a specific make and model, dynamic search creates an ad with a headline and landing page that matches inventory on your website. It directs prospects to the exact vehicle they are looking for. With a dynamic search, you don't have to develop keyword lists for all your inventory.
Consider this example. Tommy is your target audience. He has been using Google to search for a vehicle. Tommy considers buying a 2019 Subaru Forester. Upon searching on Google, he will be served a dynamic search ad for the 2019 Subaru Foresters you have in stock. When Tommy visits your site, he will be directed to your landing page displaying all of the available the 2019 Subaru Foresters.
What Does Dynamic Search Mean for Automotive Dealers?
Dynamic search ads help automotive dealers create ads that resonate with consumers searching for highly specific makes and models. They offer automotive dealers numerous benefits such as:
1. Improved Efficiency
With dynamic search ads, you don't have to create long keyword lists and map keywords for each of your products. Dynamic search ads automatically generate targeted ads for your products.
2. Drive Traffic
Dynamic search ads increase your sales by promoting your dealership and inventory to consumers who show intent to buy. They drive more relevant traffic than other search ads and tend to deliver more clicks and conversions because they target consumers who are searching for specific vehicles rather than generic car types.
3. Automatic Updates
Forget about outdated ads for vehicles that are no longer in your inventory. Dynamic search ensures that all your ads are up to date and only the available cars are appear in ads.
4. Exhibit Relevant and Dynamic Headlines
Imagine this; a potential consumer searches for a 2019 Mazda CX-5. Dynamic search generates an ad with a headline using that exact search term and sends users to a landing page displaying only your 2019 CX-5s. As compared to other search ads, dynamic search typically has a more relevant headline to increase the likelihood that a consumer engages with your ad.
5. Show the Most Relevant Vehicles
The good thing with dynamic search ads is that you can customize it to your preference. You have the option to show all of the vehicles in your inventory or a subset like only used cars.
6. Increase in CTR
At CMG, we usually see a 9.8% lift in CTR when compared to non-dynamic searches. You get more auto-intenders on your site, spending more time on your website, visiting more pages, and have more probability of making a vehicle purchase.
Automotive dealers can take advantage of dynamic search ads to gain many benefits. They can drive high-quality traffic, increase efficiency, and attain greater control of campaigns. Automotive dealers don't have to spend countless hours and effort with keyword research and keyword lists. You should have a basic paid search strategy in place before investing in dynamic search, as search traffic can be limited based on the available inventory on your lot. Running both standard text ads and dynamic search ads will increase your search campaign’s efficiency and drive more qualified leads.