Working with Templates in Acquire
All Ads in Acquire are constructed using Templates. Templates can be found under each platform and are built per Objective. Because Acquire has access to so much data (see more on data sources below), it can run Ads at-scale, using Templates. For example- one Template might be used to publicize your entire inventory. Acquire will simply replace the vehicle's information in each Ad.
There are two types of templates in Acquire: System Templates and Custom Templates.
- System Templates are automatically generated by Acquire. The System Templates can be paused, but cannot be edited.
- A Custom Template is what should be created if you would like to make edits to a System Template. To do this, simply copy and edit the system template, which will essentially generate a Custom Template. See below for more information on editing a Template. If you would like to run the new edited version only, you need to "pause" the original System Template, which will prevent it from running.
The main Templates page in Acquire is broken down by Objective, on the left side of the screen. You can then view your Templates batched by Ad Bundle and Google Micro-Moment. Clicking on one Ad Bundle will open a view of all of the Templates in the Bundle.
Enable/Disable a Template
You can choose to turn off/ disable an entire Template by sliding the blue sidebar next to its name to the left. You can also disable a Template by clicking on the three dots to the right of the screen and selecting "Disable." Note, if a Template is disabled, all of the Ads dependent on it will automatically be paused as well. Acquire will warn users of this prior to disabling and also let you know how many live ads will be paused. Templates can always be reactivated by visiting the Templates page.
Clicking on the small eye icon next to the name of the template will open a preview of an Ad using that Template.
Metrics and Details
On the main Templates page you can also see all of the details of each template, as well as metrics related to its performance. This is particularly helpful if you are wondering how an Ad is performing across the entire Objective, instead of looking each Ad individually. As always, Acquire keeps close tabs on the performance of all of its Templates and adjusts strategy accordingly.
When you click on a template in the Templates page, or click "View" in the three dots on the right side of the screen, you will be taken to a screen relating to that specific Template.
In the Details tab, you can see more detailed information about the template, such as the data source, metrics and targeting used.
In the Content tab, you are able to view the content of the Template.
Data Source (Source)
Every template in Acquire uses a data source (source) from which to pull the relevant information and insert it dynamically into the appropriate field using merge tags (see more on Merge tags below). Acquire creates templates using several data sources listed below:
- Dealership (information taken from the Dealership Settings page, namely the city, state, dealership links etc.)
- New Car (Vin specific data where condition is new)
- New Model (Model specific data where condition is new)
- Offers (Off MSRP, Lease, Finance, Cash Back offers from Dealers or Manufacturer)
- OEM (the name of the dealership Brand)
- Used Car (Model specific data where condition is used)
Editing a Template
In Acquire, it is not possible to edit a System template. Instead, you can duplicate the Template to create a Custom Template, and then edit that Template. If you would like to only run the new, Custom Template- do so by disabling the System version.
To duplicate and edit a Template, click on this option inside the three dots on the Templates page, or on the dedicated buttons in the Template itself.
Once you create your new Template, it will appear in the Templates page and will be labeled as a Custom Template.
From there, you can click on the three dots and select "Edit." This will open the Template itself. In the Content section of the Template, you can change and edit the text according to your digital marketing strategy.
When editing Templates in Acquire, it is important to know how to use Merge Tags. Merge Tags are placeholders that will be replaced with an actual value when the Ad is run. For example, a Template might use the merge tag of "Car Year," as a placeholder for the year of the vehicle that the Ad will promote. In the actual year, the placeholder will be replaced by "2010", for example. Acquire has several different Merge Tags that it makes use of- different Merge Tags will be available based on the type of Template and Objective.
Acquire Templates supports images (in Display and Social ads) both by inserting Merge Tags as well as by uploading a different image. If using Merge Tags, Acquire will use the images that are uploaded in the Settings. Custom images can be added via the uploader. Read more about images inside Acquire here.