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Shaw RV is an RV dealership located in North Carolina. They needed a PPC strategy that would drive high-value traffic and help get rid of some excess inventory.
We ran three different campaigns.
To make sure they got the most out of our services, we set up and installed conversion tracking on their website. We also set up a Google Merchant Center account allowing them to run VLA ads. We really started to crack down on keywords to make sure that all of the listings were relevant. Also, due to changes with Google’s targeting, we needed to remove negative keywords that were hurting our listings.
We noticed that VLA works best when you take people directly to the product page and there is a sale. The search ads work best when you take people to a search results page on the website that matches their search parameters. To do this, we ran several ads, each targeting different keywords and leading to a different search results page. For p-max, it worked best when we monitored it regularly and allowed Google to do its thing. To help out p-max, we added relevant copy to the landing pages that gave Google more information. We also set up several conversions and gave them weight so Google knew what to optimize for. We check on all campaigns daily, but p-max took some extra focus.