Surprise! As of October, Google's Demand Generation campaigns are open to all advertisers with a Google Ads account. What is Demand Generation? It's Google’s response to the Meta-verse and its ability to target and reach consumers wherever they are on the internet. This marketing channel is a higher funnel tactic which to create and nurture demand for a product or service. Utilizing this strategy, your dealership can build brand awareness, foster relationships, and guide potential customers to your website, through a combination of compelling visual content and copy, strategic placement, and data-driven insights.
How Google Demand Generation Campaigns Work
Google Demand Generation Advertising utilizes a variety of ad formats across the Google Ads ecosystem, and I mean the whole ecosystem. From the Google display network to YouTube video ads, to Google search to Gmail, your dealership ads can be seen wherever your potential customer is on the internet. This multi-prong strategy allows for a comprehensive and cohesive marketing approach, ensuring that potential customers encounter the brand across various touchpoints.
What it Looks Like
One key element of Google Demand Generation Campaigns is the emphasis on content marketing. Creating valuable, informative, and engaging content helps you establish your dealership as an industry authority. Like other Google advertising, the advertisement is dynamically created based on the copy, image, and headlines you put into it. Google tracks the combinations your audience responds to the most and shows the combinations that garner the most responses. The benefit here is that Google AI does a lot of the work to make sure our ads are effective. The downside is the requirements of the ads themselves. When it comes to the display ads, Google is looking for simple images, without text, to pair with headlines and copy. This means, no offers, no logos, just dynamic images showcasing why people show buy from you.
If your first thought in reading that last sentence was: How do I do that? It’s a valid question. This is where having an agency who can help you develop custom footage and imagery helps out. First of all, schedule a video shoot for your team. Capture them smiling and laughing with customers. Get video of them shaking hands with their customers as they buy their new car. While the camera is running, a second camera can take photos and capture additional moments you can use for still imagery. You can even pull frames from video to help create images. This will help sell your dealership as one people can trust without saying a word.
Precision Targeting
Unsurprisingly, Google’s precision targeting is another feature of Demand Generation Advertising. Through the use of data and analytics, Google can identify and target specific demographics, interests, and online behaviors. You can even create lookalike segments based on the people who have interacted with your dealership website. This ensures that ads are shown to the most relevant audience, maximizing the chances of capturing their attention and driving desired actions.
Final Thoughts
Ultimately, Google Demand Generation Advertising is not just about immediate conversions; it's a long-term strategy that focuses on building relationships and creating brand advocates. By harnessing the power of Google's advertising platform and combining it with a thoughtful, customer-centric approach, your dealership can position themselves for sustained success.