To better support the shift of car shopping to the online world, Google has announced a change in its automotive marketing approach. According to Google, more people are beginning their auto-buying process online, with 79% of recent new car buyers utilizing a search engine as part of their buying process.
Before buying a car, prospective customers visit an average of six websites. The year before last, Google introduced vehicle advertisements in Search, enabling auto dealers to show off their inventory to potential customers directly on Google.
Google will automatically switch automotive ad campaigns created through Smart Shopping campaigns to its new Performance Max offering starting in September. This adjustment will make it possible for automobile advertisers to interact with consumers on more touchpoints, such as YouTube, Display, Gmail, and Discover.
The new platform will house all campaign-related information, including settings, organizational details, audience information, product feeds, and creative assets.
Benefits & Features of Performance Max
Three key advantages of Performance Max for automobile advertisers are:
Performance Max expands ad inventory and locations, increasing customer reach. To better comprehend the most valuable audiences for advertisers, it makes use of audience signals.
Increasing Conversions: With Performance Max, you can combine offline and online conversion optimization into a single campaign.
Providing Useful Insights: Performance Max’s Insights page presents updated information on your audience and trending search terms.
The Process of Upgrade
It is automatic to upgrade automobile advertisements from Smart Shopping campaigns to Performance Max. There isn’t a manual upgrade mechanism that enables self-upgrading.
You can either wait for the auto-upgrade, establish new Performance Max campaigns, or suspend older Smart Shopping campaigns.
Following the upgrade, Google advises adding more imaginative content, such as text, photos, and videos. As a result, the adverts will be visible across a larger ad inventory. Additionally, by giving Google’s machine learning algorithms additional details about your target market, you can speed up optimization.