Vehicle Listing Ad Campaigns

Company: AutoPlanet

Channel: Google Performance Max (VLA)

Objective

The primary goal of AutoPlanet’s Vehicle Listing Ads (VLA) campaign was to drive high-intent traffic to our vehicle inventory by showcasing relevant vehicle listings to potential buyers in the Greater Toronto Area (GTA) and beyond. As part of Google’s Performance Max campaigns, VLAs allowed us to expand our reach across all of Google’s channels—Search, Display, YouTube, Discover, Gmail, and Maps—while leveraging machine learning to optimize for conversions.

Campaign Design & Offer:

Vehicle Listing Ads are a dynamic tool for showcasing specific inventory with real-time updates, including photos, pricing, and key details, ensuring that potential buyers receive accurate, up-to-date information when searching for their next vehicle.

Offer:

“Browse AutoPlanet’s Latest Vehicle Listings – Find Your Next Car with Flexible Financing Options!”

This campaign was designed to highlight AutoPlanet’s extensive inventory, with a focus on key selling points such as competitive pricing, flexible financing, and the convenience of browsing a variety of used vehicles directly from the Ad.

Strategy:

Our strategy focused on optimizing the VLA campaigns through Google’s Performance Max, allowing us to show ads across multiple Google properties while targeting users throughout their buyer journey. Key aspects of the strategy included:

• Audience Targeting:
  We targeted high-intent users actively searching for vehicles, based on their online behavior and search history. Using Google’s machine learning capabilities, Performance Max automatically segmented audiences based on signals like previous search queries, interactions with similar dealerships, and vehicle comparison activities.

• Dynamic Creative Optimization:
  Through Performance Max, the creative assets (vehicle images, descriptions, and pricing) were automatically tailored to individual user preferences and search behavior. Each ad dynamically displayed the most relevant vehicle options to potential buyers, ensuring a personalized experience that maximized the chances of conversion.

• Cross-Channel Campaign Integration:
  By utilizing Performance Max, we ensured that Vehicle Listing Ads appeared across all of Google’s channels, including:

  • Search: Displaying vehicle listings directly in response to queries like “used SUVs for sale” or “affordable family cars near me.”
  • YouTube & Display: Engaging users with ads that showed relevant vehicles while they watched videos or browsed websites related to car buying.
  • Gmail & Discover: Reaching potential buyers through visually engaging ads directly in their inbox and across Google Discover feeds.
  • Maps: Integrating listings with Google Maps for users searching for local dealerships or nearby vehicles for sale.

• Automation & Machine Learning:
  Performance Max leveraged Google’s machine learning to optimize budget allocation across channels, identifying which platforms and ad formats delivered the highest return. Automated bidding strategies were used to drive maximum conversions while controlling Cost Per Acquisition (CPA).

Results:

The VLA campaign within Google’s Performance Max framework delivered impressive results, effectively driving traffic to AutoPlanet’s listings and increasing both conversions and engagement:

• Impressions: The campaign generated over 75,000 impressions across all Google channels in the first three months, significantly boosting AutoPlanet’s visibility among potential buyers.
• Click-Through Rate (CTR): The VLA campaign achieved a 4.5% CTR, highlighting the effectiveness of the dynamic, personalized ads in engaging users actively looking for vehicles.
• Cost Per Click (CPC): The average CPC was $1.85, making it highly cost-efficient for the volume of traffic and leads generated.
• Conversions: The campaign drove 1,600 conversions (form fills, calls, and dealership visits) during the initial three months, helping AutoPlanet reach buyers at the perfect moment in their journey.
• Cost Per Acquisition (CPA): With a CPA of $110, the campaign remained well within budget while maintaining high-quality leads and conversions.
• Inventory Turnover: The VLA campaign contributed to a 12% increase in inventory turnover, demonstrating its impact on driving real sales.

Conclusion:

The Vehicle Listing Ads campaign within Google’s Performance Max framework enabled AutoPlanet to showcase its inventory to a wide and highly targeted audience, effectively reaching potential buyers at every stage of their journey. The combination of cross-channel visibility, dynamic creative optimization, and Google’s machine learning capabilities resulted in high engagement and conversions, while maintaining cost efficiency. This campaign not only increased lead generation but also solidified AutoPlanet’s presence across all of Google’s advertising channels, making VLAs a key part of our long-term digital strategy.