Paid Search and Display campaigns work smarter with L2T. Automation and machine learning manage your bids across all devices to drive conversions and increase ad efficiency. L2T leverages value-based bidding strategies through our AutoQuity technology to deliver the best possible performance against your dealership’s marketing goals.  

NOT JUST SET IT AND FORGET IT   

Machine learning will leverage technology to ensure campaigns are optimized for peak performance, they are not set it and forget it. L2T’s automotive digital media experts have a 7-step checklist that is followed to build and maintain client Paid Search and Display campaigns to make sure dealers are seeing results and getting more conversions. Google finds that campaign performance increases up to 15% with human input, so there is always a specialist watching campaigns on automated bidding to make sure goals and KPIs are met. 

AUTOMATED BID CAMPAIGN STRATEGIES   

Bidding strategies should align with your marketing goals. Campaign goals should focus on lead generation, sales conversion and return on ad spend. It is not meant for increasing impression share or maximizing clicks.   

MARKETING OBJECTIVES  

• Generate Leads – Use offline conversion tracking to optimize for the most-qualified customers.  
• Online Sales – Import conversion value data to optimize revenue.  
• Offline Sales – Include store visits or local action to maximize an omnichannel strategy.  

Value-based bidding learns about the potential customers that are most valuable to dealers and optimizes targeting those who are most likely to engage and convert.   

METRICS THAT MATTER AND MEASURING SUCCESS   

It’s important to be clear on your goals upfront, so campaigns are built to meet these expectations. Decide if you are focusing on customer value, volume, revenue, or profit.   

Once you have decided on the metrics and strategy, measure what matters. Dealer campaigns should shift to measure CPA, ROAS, Conversion Value and Conversions.   

ANY DEALER CAN SEE RESULTS  

Automated bidding campaigns can work for big budgets and small budgets. It doesn’t matter if it’s luxury or non-luxury and it will work for any vehicle category. What matters is setting the right goals and optimizing to make sure goals are met and campaign monitoring. AutoQuity improves performance in cases where there are small drops in budget. The point is your budget more efficiently as machine learning continues to find the highest intent shoppers.  

REAL DEALER RESULTS  

Most L2T dealers see leads increase by 50%, cost per lead drop by $10 with no changes to their budget.  

Don’t believe it? Check out a dealer’s results before and after they implemented automated bidding.  

Subaru Dealership Paid Search Campaign 

Big Increases in True Leads

L2T’s team of digital specialists are always monitoring campaigns for performance to make sure dealers are getting the most out of their budgets and campaigns.  

Talk to our team of automotive experts to discover how to make your campaigns work smarter and get you more ROI from your budget.