Many dealerships want to advertise that they offer (or work with financial institutions that offer) subprime financing to customers with bad, low, or no credit in order to help them finance vehicles. If your dealership offers this type of financing, Fullpath provides a subprime advertising feature that enables you to publicize this service to your shoppers and customers.
While some brands support this, others do not, so the subprime advertising feature is OFF by default when a new account is activated. Once turned ON, this service will automatically create and insert subprime financing templates inside your ads on Google Search, Display, and Social.
How Does It Work?
Similar to other Dealership services, this is a service you can turn ON/OFF from within the Dashboard Services page under the F&I section. Once turned on, a URL input box will appear; this is where you should be the Finance or Dedicated Sub-Prime financing page URL. If there is none, or this field is left blank, the default will be to send shoppers who click to the Dealership homepage.
From a system view, enabling the Subprime service means that Ads will be added to existing bundles (with existing ad groups), and new bundles will be created (with new ad groups).
To whom are subprime service ads served?
The new dedicated ad bundles are only on search, where we target people based on keywords and the actual things they're searching for.
Essentially, this means someone searching on Google for dealerships who offer subprime financing options and actually uses the search term "subprime financing" + "dealership name" (see more detailed search examples below) - would likely be served an ad.
However for Display and Social networks, we can't create audiences/ target shoppers in the same manner; we are not able to target people based on interest in subprime financing, as this goes directly against Google and Facebook's policies of targeting people based on socio-economic status with ads related to loans/ credit. Therefore, the subprime ads for Display and Social are seeded within existing bundles that leverage other intent signals (visits to website, CRM audiences etc.) and then optimize based on the ad performance itself.
Sample keywords for Search targeting:
Display bundles and targeting:
Social bundles and targeting:
To see which objectives and ad bundles are running Subprime ads on you account:
- Enter the Digital Advertising section of your dashboard
- Click into the Templates page.
- Input the word Subprime in the open search box.
You can also find them by searching within the Ad Bundle or Ad level on the Digital Advertising Search page by searching for "subprime":
|Ad Bundle Level:||Ad Level:|
What kind of language do these ads use?
We make sure all copy generated in our ads is compliant as well as optimized to get you the results you need. We do not use distressed language or any non-compliant words or phrases that would jeopardize your dealership's good standing. See ad examples in the bottom section below.
Fullpath automatically leverages several ad extension types across Google Search Ads. To read more about the Ad extensions we support, click here. We have also released copy within the relevant extensions to reflect and enhance the subprime service offerings which dealerships may now leverage once the subprime dealership services are enabled on an account.
Sample Ad Previews