When multiple stores in the same automotive group utilize PPC marketing, there are a few issues that can arise. The most significant is if all, or even some, of these stores target the same audience in the same area, they might compete with one another. Even though the stores might sell different brands, there are certain keywords that they will end up competing over, raising their bids and costing them all money. Other issues can arise when two stores in the same group sell the same brand or OEM.
This issue only arises when several stores in the same group target an audience in the same area. If the stores are in different cities or areas, they will not compete with each other, because their audience is different.
In order to avoid this issues, there are several recommendations that we make to all groups who are using Acquire (these adjustments should be made in Search specifically - no changes should be made in Display or Social) on behalf of several of their stores in the same area.
Choose a “representative” store
The first step is to choose one single store that will “represent” the store in Acquire for all group-related ads. This means that any keywords that relate to the group in general, or at least are not dealer-specific, will be run by this one store. No competition, no unreasonably high bids, and no wasting valuable marketing dollars.
Many of our clients choose to assign this role to the website of the group– this account is selected as the “representative” of the group.
Add “Dealership Brand Name”
Acquire gives the opportunity for each store to add a “Dealership Group Name.” This enables the store to target brand-related keywords for the group.
This can be added in Settings > Acquire > General Settings > Dealership Brand Name
In the case of a group with stores in the same area, the Dealership Brand Name should only be entered for the “representative” store. This field should be left blank for all of the other stores.
Objectives and Bundles
There are a few objectives and specific bundles that should only be run for the “representative” store, and turned off for all other stores in the group that might share an audience. These are:
- Dealer Near Me > Dealer Near Me
- Competitors > Competitors- 3rd Party
If several stores in the group share an inventory, which is generally the case only for used inventory, there are two options:
1. The Used Inventory objective should be run only for the "representative" store. All other stores should turn off this objective.
Note: If a Group store also publicizes all of the new inventory of the other stores, changes should be made to ensure that your stores aren't competing with one another for the same vehicle. In this case, it is up to you to decide where you'd like to send traffic. If you'd prefer that customers searching for a new vehicle be directed to the Group store, New Inventory should also be turned off for all stores except that one. if you'd like that traffic to be directed to the individual stores, New Inventory should be turned off for the Group store.
2. The stores can integrate their inventories with the Inventory Feed, which allows Acquire to identify which vehicles belong to which stores. This requires custom set-up and can be completed within a few days. Reach out to your Dealer Experience Manager or firstname.lastname@example.org to get started.
If two stores in the group sell the same OEM, there are further issues that can arise. If the stores target similar areas, other steps can be taken to avoid competition.
1. Minimize the radii targeting so that there is no overlap
2. Divide the zip codes in the area between the two stores, so that each store targets only their designated zip codes. Radius targeting should not be used in this case, to prevent overlap.