Overview
Setting Inventory Rules enables you to align your Dealership business needs with the optimizations which we leverage in order to target ads and get you more leads. Specifically, Inventory Rules allow you to boost and/or exclude certain inventory so that you can be sure to have more funds and focus put toward the vehicles that your dealership needs to move.
See video instructions here:
To create custom campaigns / boost with allocations placed by model, read here.
How does it work?
The Inventory Rules feature works by creating rules based on any combination of vehicle condition, year, make, model, trim and price.
| You must input the vehicle details exactly as they are displayed in the inventory feed. What is written on dealer websites is often NOT an accurate reflection of how the data is passed and parsed into the CDXP. |
Once these rules are set up and saved, our algorithm will take these inputs and allocate budget accordingly, increasing budget toward or Boosting the relevant vehicles. The amount of budget increased - the Boost factor - is controlled by the AI algorithm.
Additionally, the feature is dynamic so as soon as a vehicle is added to your website, or removed from your website, the relevant rules and boosting will be automatically applied.
When you apply boost or exclusion rules, the rules will apply BOTH in Digital Advertising and in Vins Acceleration. The vehicles that match these specific boost rules will get more leads. However, it may come at the cost of a slightly lower overall lead haul. These rules will NOT apply outside of the Paid Advertising products. To learn about platform level, CDP level inventory filters and rules, ask your CSM. |
What happens when something is Boosted?
When you create rules to Boost inventory, a new Campaign is opened for the vehicle(s) boosted and the AI Algorithm shifts more budget (proportion) to those vehicle campaigns so that those ads receive more impressions, clicks, and ultimately leads on site.
It is important to note that Fullpath is constantly optimizing at a system level for better ROI and more leads. If after running a Boost, the system sees you are not getting sufficient ROI, the Boost factored will automatically be lowered until results show otherwise. This way, you aren't restricting potential optimization by withholding funds from other objectives and campaigns.
To create custom campaigns / boost with allocations placed by model, read here.
What happens when something is excluded?
When you create rules to exclude inventory, that vehicle/ those vehicle which match the exclusion rule will not be pulled into any advertising either in Digital Advertising or inside Vins Acceleration. This rule will continue to exclude this/these vehicle types until the rule is removed.
Default Inventory Rules
There are a few default inventory rules applied to all accounts, which may be adjusted at any time. These auto-applied default rules include:
- Exclude NEW vehicles where the price is listed as over $600,000
- Exclude NEW vehicles where price is listed as under $10,000
- Exclude USED vehicles where price is listed as over $600,000
- Exclude USED vehicles where price is listed as under $500
*note that Used do NOT include Certified Pre-Owned, the two conditions are listed and may be filtered separately
Reviewing Campaigns with Inventory Rules Applied inside Google Ads/ Facebook
General naming conventions:
(Wh): Weight Heavier - These are Boost Campaigns
(T): These are campaigns that have specific Targeting rules applied to them
(B): Budget Allocation
These will also have a number after the "B" or "T" (B123) (T123) used to track them in our internal systems. Important to note: If an account has multiple campaign-modifying settings, the ad campaign names will reflect this. For example, if a Targeting rule was applied to New Objective & a Boost to New Honda Civics - the campaign in the Dashboard will need to take into to consideration that New has specific targeting requirements AND now a New Boost was added. The corresponding campaign will look something like: Acquire - Display - Main - New Inventory (T1072Wh)