In the rapidly changing realm of automotive digital advertising, staying ahead of the curve is paramount. Google recently made waves with its announcement about the migration of Vehicle Ads from Smart Shopping campaigns to Performance Max, and it’s imperative for dealerships to understand and adapt to this new change.
The digital age has drastically altered the car buying experience. Gone are the days when customers primarily roamed showroom floors without prior online research. Recent data shows a whopping 79% of new car buyers incorporating search engines into their decision-making process.1 For automotive marketers, this signals a paradigm shift, necessitating agile adaptability, often driven by the power of Artificial Intelligence (AI).
Here’s the heart of the matter: From September onwards, Google commenced the automatic transition of existing vehicle ads from Smart Shopping campaigns to Performance Max. This isn’t merely a change in name or platform; it’s an upgrade. Every element, from campaign settings and structure to vehicle feeds and assets, will undergo this transition to ensure there’s no dip in performance. What’s crucial to note is that, post this transition, dealerships can no longer create new vehicle ads via Smart Shopping campaigns.
Transitioning might seem daunting, but there’s a silver lining filled with benefits:
It’s not just about theoretical benefits; real-world results echo the efficacy of Performance Max. By harnessing the power of Performance Max, The Automotive Advertising Agency achieved a 42% surge in conversions and a notable 17% dip in cost per conversion for one of our clients. This is tangible proof of the platform’s promise.
This transition, while promising, is uncharted territory for many dealerships. That’s where The Automotive Advertising Agency (TAAA) steps in. With our deep-rooted understanding of automotive campaigns and the unique facets of Performance Max, we are poised to guide dealerships through this change.
By partnering with TAAA, dealerships can reap the benefits of improved targeting, maximized conversion rates, and expert navigation during this transitional phase. Our goal? Ensuring you not only adapt but thrive in this new advertising landscape.
Adapting to the ever-evolving digital advertising landscape is not just about survival; it’s about leveraging change to one’s advantage. As vehicle ads shift gears to Performance Max, the opportunity for growth and enhanced visibility is unprecedented.
Are you ready to navigate the transition seamlessly and drive optimal results for your dealership? Reach out to The Automotive Advertising Agency today for personalized advice and support as you shift gears to Performance Max.
1 Google/Kantar, Gearshift 2022, USA, April – May 2022, n =2150 onliners 18+ who have bought a new vehicle within the last 12 months
