Audiences in Acquire

Summary

Acquire is built on top of what Google and Facebook already do well. Within a specific strategy, Google and Facebook decide which keywords and ad combinations are most relevant (the micro strategy). Acquire comes in and uses AI for the bigger picture, macro strategy: where should budget be spent, across which channels, which strategies should be employed, and how can I get the most quality leads across multiple channels and within a given budget.

The added value in Acquire’s AI is the fact that Acquire knows how to measure each shopper in each situation/scenario/bid and will decide what is the likelihood of a particular shopper to become a lead. Then Acquire calculates, based on the above likelihood, how much it’s worth to invest in “buying” that lead.

Below are some of the audience examples that drive the Acquire targeting and decision making process and which can help you understand how your dealership business goals are reflected in your account setup.

To learn more about how the ad bundles and strategies work, read Acquire Ad structure. To learn more about how retargeting works in Acquire, click here.

Structure

Each Objective in Acquire has its own strategies applied to specific and relevant ad bundles. Within Acquire for Search and Display, there are strategies for: New Inventory, Used Inventory, Brand, Dealer Near Me, Competitors, Trade-In and Service.

Within Acquire for Social, because the targeting and audiences work differently on Facebook, the strategies include: New Inventory, Used Inventory, Brand, Trade-In, and Service.

Search

Search ads are, by definition, served based on what shoppers search for in Google. People searching for specific car brands, specific car models, specific dealerships by names or dealerships nearby, or even competitors are all examples of searches that can trigger the Acquire system to bid in the relevant auction. 

The objectives you have activated in your account along with your budget and the likelihood of a shopper actually converting and becoming a lead are taken into consideration when Acquire determines if and when to serve ads.

Example Search Audiences by Objective

New Inventory	People who are searching for a specific make
	People who are searching for deals on a specific make
	People who are searching to lease a specific make
	People who are searching for a dealer carrying a specific new model
	People who are searching for deals on a specific new model
	People who are searching to lease a specific new model
	People who are searching for the price of a specific new model
	People who are searching for a specific new model

Used Inventory	People who are searching for a specific used make
	People who are searching for a dealer carrying a specific used model
	People who are searching for deals on a specific used model
	People who are searching for the price of a specific used model
	People who are searching for a specific used model

Brand

People who are searching for your dealership's name

Dealer Near Me	People who are searching for a dealer near them carrying a specific make
	People who are searching for a used dealer near them
	People who are searching for a dealer near them carrying a specific make

Competitors	People who are searching for a franchised competitor
	People who are searching for an independent competitor
	People who are searching for a 3rd party competitor

Trade-In

People who are searching to trade-in

Service	People who are searching for service in your specific dealership
	People who are searching to service a specific franchised make
	People who are searching to service a specific make
	People who are searching to service a specific model
	People who are searching for brakes for a specific make
	People who are searching for brakes for specific make
	People who are searching for brakes for a specific model
	People who are searching for oil change for a specific make
	People who are searching for oil change for specific make
	People who are searching for oil change for a specific model
	People who are searching for tires for a specific make
	People who are searching for tires for specific make
	People who are searching for tires for a specific model

Display

Display ads work slightly differently as when, where, and to whom they are served is less related to what someone may have searched for and more related to what someone has expressed interest in either by clicking on something in the past, visiting a website in the past, completing a purchase or some other meaningful action that expresses intent.

Display has more inputs, or signals, from which to draw in order to determine how best to target shoppers digitally. With Acquire, a dealership can benefit from the interconnectedness of the AutoLeadStar platform with other data sources like a dealership CRM or a pixel on the dealership site so that retargeting is also an option.

Example Display Audiences by Objective

New Inventory	People who are interested in a specific make
	People who are interested in a specific new model
	People who are interested in leasing a specific new model
	People who viewed a specific new model on your website
	All of your leads who are interested in a specific make
	All of your customers whose lease or finance terms are about to end
	All of your leads who are interested in a specific new model

Used Inventory	People who are interested in used vehicles
	People who are interested in a specific used model
	All of your leads who are interested in used vehicles

Trade-In	People who are interested in trade-in
	People who are interested in trade-in
	All of your leads who are interested in trade-in

Competitors	People who showed interest in a 3rd party competitor
	People who showed interest in franchised competitor
	People who showed interest in independent competitor

Brand	People who are similar to your website leads
	People who visited your website
	All of your customers
	People who are similar to your customers

Service	People who visited a service page on your website
	All of your customers who bought from your dealership

Social

Social ads are deployed on Facebook and Instagram and like Display, who sees these ads is more related to what someone has expressed interest in across social networks either by clicking on something in the past, visiting a page in the past, completing a purchase or some other meaningful action that expresses intent. 

Social has many inputs, or signals, from which to draw in order to determine how best to target shoppers digitally. Your affinity groups, region, and other information about who you are, what your interests are, and what Facebook believes you could be interested in based on lookalike audiences, are all factors taken into account when serving ads in Acquire Social. Like Display, Social can leverage the power of a dealership's CRM and a pixel on the website to further refine targeting, or in some cases retargeting, across social networks as well.

Example Social Audiences by Objective

New Inventory	People in your region
	People who are listed in your CRM as leads
	Audience Similar to Leads, Website Visitors and Facebook Engagers
	People who viewed models on your website
	People who are interested in your vehicles
	All of your leads who are interested in a specific model
	People who are similar to people interested in your vehicles

Used Inventory	People in your region
	People who are listed in your CRM as leads
	Audience Similar to Leads, Website Visitors and Facebook Engagers
	People who viewed used models page on your website
	People who are interested in your used vehicles
	All of your leads who are interested in a specific used model
	People who are similar to people interested in your used vehicles
	People who are listed in your CRM as leads
	Audience Similar to Leads, Website Visitors and Facebook Engagers
	People who viewed used models page on your website

Brand	People in your region
	People who are listed in your CRM as leads
	Audience Similar to Leads, Website Visitors and Facebook Engagers
	People who visited your website

Trade-In	People in your region
	People who are listed in your CRM as leads
	Audience Similar to Leads, Website Visitors and Facebook Engagers
	People who visited your website

Service	People who are listed in your CRM as new inventory sales
	People who visited your service pages
	Audience similar to people who visited service pages and new inventory sales