One of your customers is a rental car provider. To add structure to their Search Ads 360 campaign, they’re using feed data. Competitive travel prices are a business goal–they want those offers to be highlighted in their campaign. They ask you what the pricing options are through feeds. How do you respond?
- Highest price for each route
- Price options for each route
- Lowest price for each route
- Average price for each route
Explanation:
Although your business is in the rental car industry, a similar approach used in the flights industry can be applied. Like airlines creating campaign templates for each route, such as “flights from JFK to LAX,” a rental car provider can structure their campaigns around key travel routes. The advertising needs to be scalable, accommodating new routes and varying demand.
Create geo-targeted campaigns that focus on each origin point, tailoring the keywords to specific destinations. For instance, you might set up a campaign targeting travelers in New York with keywords like “car rentals to LAX.” Incorporating the average price for each route in your ads will help highlight competitive pricing. This approach ensures that your campaigns are not only relevant and targeted but also aligned with your goal of showcasing competitive travel prices in the rental car market.
Read more here: https://support.google.com/sa360/answer/12966436
In Search Ads 360, pricing information for a rental car provider can be dynamically managed through feed data. The use of feeds allows advertisers to customize and dynamically update pricing, ensuring that competitive travel prices are highlighted in their campaigns. Here are some pricing options through feeds in Search Ads 360:
- Dynamic Parameters:
- Use dynamic parameters in your feed to insert real-time pricing information into your ad copy. Dynamic parameters allow you to dynamically update specific elements of your ad, such as prices, based on the data in your feed.
- Business Data:
- Leverage business data feeds to store and manage pricing information. Business data feeds can be linked to campaigns or ad groups, and you can reference specific attributes from the feed, including prices, in your ad creatives.
- Countdowns for Limited-Time Offers:
- If your rental car provider has time-sensitive pricing offers, use countdowns in your ads. You can dynamically update countdowns based on the feed data to create a sense of urgency for limited-time promotions.
- Custom Labels for Price Tiers:
- Implement custom labels in your feed to categorize pricing into different tiers or segments. This allows you to create targeted ads for specific price ranges and highlight competitive offerings.
- Ad Customizers:
- Utilize ad customizers to dynamically update ad text with pricing information from your feed. Ad customizers allow you to create ads with placeholders that automatically pull in the relevant data when the ad is served.
- Rules and Automated Bidding:
- Implement rules within Search Ads 360 to automate bidding based on pricing data. For example, you can set rules to increase bids for specific products with competitive prices to enhance visibility.
By incorporating these options, your customer can ensure that their Search Ads 360 campaign remains competitive by highlighting the most up-to-date and competitive travel prices. Dynamic pricing through feeds enables advertisers to efficiently manage and optimize their advertising based on real-time data, contributing to a more effective and responsive campaign strategy.