How Fullpath’s Custom Campaigns Can Help Your Dealership Optimize Your Digital Advertising

Digital advertising is the core of any successful marketing strategy. Doing it successfully for a car dealership in today’s age takes a lot of skill, time and patience – that is, unless you are using AI. 

AI has the ability to leverage dealership data to execute and optimize in real time hyper-targeted digital advertising campaigns, all designed to engage the needs of a specific audience. Dealers using Fullpath’s Digital Advertising have experienced this first hand. Fullpath Digital Advertising leverages dealership data through Fullpath’s CDP to create hyper-specific ad audiences, and then automatically generates ad content and copy designed to directly target the needs and preferences of those customers and shoppers. 

While the AI works to execute the larger digital advertising strategy for the dealership, there are sometimes instances where the dealership will want to run a separate campaign. Take, for example, a campaign to promote a limited time sale, target a specific group about a special event, publicize the win of an award, or any other specific messaging they may want to promote as a one-off campaign. This is where Fullpath’s Custom Campaigns come into play.

Fullpath Digital Advertising’s Custom Campaigns feature enables dealers to create highly-targeted, AI-optimized ad campaigns to target specific custom audiences that they can build within the CDP. This offers dealers a way to keep their regular digital advertising strategy in top form, while creating a campaign that runs alongside Fullpath’s AI.

It all begins in the CDP where dealers can create a custom audience using Fullpath’s hyper-specific filtering capabilities to segment shoppers based on particular criteria. Once the audience is saved, dealers can use the audience in Fullpath Digital Advertising by creating a Custom Campaign. Fullpath’s Custom Campaigns offer dealers the chance to customize their ad copy, select their targeted keywords, leverage geotargeting, and allocate their budget for the campaign. With all that set up, all that is left to do is hit publish, and watch the results roll in. 

Let’s take a look at a few audiences you can use to get started with Fullpath Digital Advertising Custom Campaigns.   

Audiences to Get You Started with Fullpath Digital Advertising Custom Campaigns  

Renewal Opportunities with an Engagement Score of 8+
Audience: Customers who have a last payment coming up in the next 6 months who have visited VDPs on your dealership’s website in the past 60 days, and have a Marketing Engagement Score of 8+.

This is a valuable audience of shoppers who are already engaging with your dealership and are likely in the marketing to purchase or lease their next vehicle. Consider targeting this audience with content that specifically speaks to their payments coming to an end and recommend that they come into the dealership to find their next vehicle.

Recent Website Shoppers with an Engagement Score of 7+
Audience: Customers and shoppers who have visited your dealership’s website in the last 60 days, who have a Marketing Engagement Score of 7+, excluding those who made a purchase in the last 12 months.

This audience includes shoppers who may be indicating buyer intent as they are actively visiting your website and engaging with your marketing. The fact that they have not purchased a vehicle in the last 12 months may indicate that they are in the market and interested in hearing more from your dealership. 

Lingering Leads 
Audience: Shoppers who submitted a lead 1-6 months ago & have not made a purchase at your dealership in the last 12 months, or, converted in the last month & have visited the website in the last 30 days.

This audience includes shoppers who have already actively shown interest in your dealership but have not yet closed the deal. Engaging these shoppers with relevant ads can help prevent the shoppers from choosing a competitor, instead bringing them back to your dealership to make their purchase. 

Electric Vehicle Shoppers
Audience: Shoppers who have viewed an electric vehicle VDP on the website in the past 60 days and have not made a purchase in the last 12 months.

This audience includes shoppers who are actively looking into electric vehicles and may be interested in making a purchase. Targeting this audience with ads containing special offers or pricing on electric vehicles may be just what they need to push them over the edge to make their purchase at your dealership.

Lease Maturity Opportunities
Audience: Customers who have a lease set to mature in the next 5 months.

This audience includes customers who – if they are not already – should soon begin looking for their next vehicle as their lease is coming to an end. Engaging them at the right time can ensure they return to your dealership for their next purchase, and avoid you losing them to your competition. 

Strategic Custom Campaigns for Dealership Digital Advertising Success 

Whether promoting limited-time offers, specific vehicle types, or re-engaging previous leads, Custom Campaigns not only complement Fullpath’s overarching digital advertising strategy, they also enhance the dealership’s ability to respond to market dynamics. 

Ultimately, Fullpath’s Custom Campaigns represent more than just an additional tool in a dealership’s digital marketing toolkit; they signify a strategic shift towards data-driven, AI-powered customer-centric advertising with room for the human influence. Click here to learn more about Fullpath Digital Advertising and book a demo to see our Custom Campaigns in action.