Overview
The Service objective is one of Fullpath's eight Digital Advertising objectives. Objectives are a grouping within the ads structure and are pre-determined. Each objective contains a specific goal. The Ad Bundles and Ads within that objective seek to accomplish that goal.
To read more about Fullpath's Digital Advertising ad structure, click here.
What does the Service Objective do?
The goal of the Service objective is to advertise service at the dealership to new service lane customers or to engage existing customers to return to the dealership service lane.
Examples
Keyword examples for this objective are taken from keyword generators that pull together different keyword permutations based on dictionaries we have set up. For example, it contains keywords like "breaks" and "oil change" and "tire rotation". Then we dynamically insert the Dealership Brand and OEM in the keywords and phrases that make the most sense based on the search.
The Service objective is relevant for Google Search and Display. The breakdown of the Service objective looks as follows:
Search: People who are searching for service with your specific dealership name / make/ models in your inventory
- Search example: “{{dealership.name}} service}”
- Search example: “{{model}} tires rotate”
Display: target people who have expressed interest in service
- Visiting your dealership service pages
- CRM retargeting
Enabling/Disabling Objectives
All objectives are enabled by default when a new account is launched. To pause a specific objective and disable all ads and template inside that objective, follow the steps below.
- Sign In to the Fullpath Dashboard
- Go to Marketing > Digital Advertising > Search or Display (whether you select Search/Display will depend on which solution you want to Enable/Disable objectives for).
- On the selected tab scroll to the Objectives section on lower half of page.
- Select the Objective(s) you want to disable/enable using the checkbox beside the Objective(s).
- Click on the Actions drop-down menu above the list of Objectives. Select Pause to disable an objective or Run to enable an objective.
Note: If you would like to disable/enable an objective across multiple channels, you will need to perform these steps within each of the Search/Display pages.