Overview
The Trade-In objective is one of eight objectives in the Acquire product. 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 the Ad structure in Acquire, click here.
Goal
The goal of the Trade-In objective is VEHICLE ACQUISITION: to target potential or previous customers looking to trade-in their current vehicles and who may also want to purchase a new/ newer vehicle at your dealership.
Examples
Keyword examples for this objective are taken keyword generators that pull together different keyword permutations based on dictionaries we have set up. For example, it contains keywords like "trade in your car, sell your car, etc". Then we dynamically insert the Dealership Brand and OEM in the keywords and phrases that make the most sense based on the search.
The Trade-In objective is relevant for Google Search and Display as well as Facebook, Instagram, and other Social placements. The breakdown of Trade-In setup in Acquire looks as follows:
Search: target people searching for trade-in options
- Search example: “Trade-in my {OEM}”
- Search example: “Value my {OEM}”
Display: target people who have expressed interest in trade-in options
- Searching for new cars
- CRM retargeting
Social: target people who have expressed interest in trade-in options
- Car shoppers in your region
- CRM retargeting
- Audiences similar to leads in your CRM
- Website visitor retargeting
Bundles within the Trade-In Objective
Within the trade-in objective there are several bundles including:
- Trade-in - Conquest
- Trade-in - CRM Retargeting
- Trade-in - Lookalike
- Trade-in - Website Retargeting
- Trade-in - Conquest - Selling Your Car/ Acquisition
- The Conquest: Selling Your Car bundle enables Dealers to advertise that they have buy-back programs and are actively looking to purchase vehicles even without a trade.
Enabling/ Disabling Objectives
All objectives are enabled by default when a new account is launched on Fullpath's Digital Advertising. In order to pause a specific objective and disable all ads and template inside that objective, enter into your Fullpath Dashboard > Acquire > Ads (you will need to enter the Ads section in each channel if you want to pause objectives across multiple channels) > scroll down to Objectives section on lower half of page > select the objectives you want to disable/ enable by checking the box > Dropdown menu above column > select pause/ run.
