Our team of digital marketing experts has implemented a weekly series, Ask the Experts, dedicated to answering dealers’ questions regarding L2TMedia’s solutions and best practices. The success of our dealerships is our number one priority and we know that many of our clients have questions when it comes to what we do. So ask away!
Does Dynamic Display Perform Better Than PPC Campaigns?
Determining what medium you deliver your advertising to can depend upon your goals. Dynamic Display advertising is one medium available in your tool bag that you can reach different users. So does it perform better than a paid campaign? It all varies on what the PPC campaign is for. Dynamic Display campaigns are used by L2TMedia strictly to drive qualified shoppers to the dealer’s vehicle detail pages (VDP) and car search results pages (SRP).
Some PPC campaigns can be used to drive people to the service page for service specials, special events, sales pages and more. In this sense, Dynamic Display ads are beneficial as they provide direct VDP and SRP traffic where PPC campaigns are not.
It is not an accurate comparison to compare the two different campaigns in this instance, but rather to view them as complimentary strategies. Both are carrying out different objections and complimenting each other by providing a complete marketing mix to the dealer’s site. Other campaigns with drive traffic according to their intended campaigns whereas Dynamic Display will drive interested people straight to the inventory.
PPC campaigns also target the users as they search, but Dynamic Display targets users are they browse a website. Interactive ads or banner ads are part of the Dynamic Display and these appear after users have left the search results pages and may have forgotten about the PPC ads. Dynamic Display shines because it provides a more engaging ad, and they will appear on the various sites that people are currently browsing.
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