Objective: Certified Pre-Owned

Chaya David
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Overview

The Certified Pre-Owned (CPO) objective is one of 10 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 CPO Objective do?

The goal of the CPO objective is to advertise certified pre-owned inventory and engage Shoppers around incentives and buying options.

 

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 "certified" and "pre-owned" and "CPO". Then we dynamically insert the Dealership Brand and OEM in the keywords and phrases that make the most sense based on the search.

The CPO objective is relevant for Google Search, Display, PMAX as well as Facebook, Instagram, and other Social placements.  The breakdown of the CPO objective looks as follows:

Search: People who are searching for CPO with your specific dealership name / make/ models in your inventory

  1. Search example: “{{dealership.name}} certified pre-owned}”
  2. Search example: “{{model}} certified pre-owned”

Display: target people who have expressed interest in CPO 

  1. Visiting your dealership service pages
  2. CRM retargeting

Social: target people who have expressed interest in CPO

  1. CRM retargeting
  2. Website retargeting

 

Enabling/Disabling Objectives

All objectives may be enabled when a new account is launched. To pause a specific objective and disable all ads and template inside that objective, follow the steps below.

  1. Sign In to the Fullpath Dashboard
  2. Go to Marketing > Digital Advertising > Search or Display or Social or PMAX 
  3. On the selected tab scroll to the Objectives section on lower half of page.
  4. Select the Objective(s) you want to disable/enable using the checkbox beside the Objective(s).
  5. 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/Social pages.