MYTH VS. REALITY
Feed-Only VLAs don't show on display placements.
myth
Feed-Only Performance Max campaigns can only show vehicle ads on Google search.
A common misconception in automotive advertising is that using Feed-Only Performance Max campaigns guarantees your campaign only shows the shopping style Vehicle Ad on Google Search. It’s an understandable misconception, and Dealers and advertisers alike have been relying on this feed-only method to avoid Display placements since the introduction of Performance Max campaigns with Vehicle Ads.
reality
Feed-Only Performance Max campaigns are eligible to serve ads across multiple Google platforms, including display.
Historically, limited data existed around where Performance Max campaigns actually served ads. That led advertisers to assume fully built-out PMAX campaigns (feeds + assets) would lean too heavily into Display and neglect their vehicle inventory.
When the Performance Max Placement Beta launched, we gained visibility into where PMAX campaigns with and without assets were actually serving ads. Surprisingly, we saw a higher distribution of Display placements with Feed-Only campaigns than we did on fully built out PMAX campaigns (feeds and assets).
PMAX campaigns with assets + feed saw a lower percentage of Display placements and a better placement mix of Search, Vehicle Ads and Maps; likely due to the larger variety of available ad placements.
When to use feed only campaigns vs campaigns with assets + feed.
Feed-Only campaigns generate a large number of impressions and serve in shopping eligible formats which can help improve VDP views and increase overall awareness of your inventory. This ad type generally drives directly to your VDP or SRP which will help improve your VDP numbers.
Performance Max campaigns with assets + feed focus on driving calls, form fills and chats. This format allows ads to show on all of Google's platforms and will prioritize which ads to show on which platform based on your KPIs and what they think will be more likely to convert. Google’s AI will base this on conversion goals, audience signals, search themes and more.
This combined with assets like call and location extensions help to generate leads.
Feed-Only campaigns aren’t the “Search-only” option they were once perceived to be.
Talk to us today to see which strategy is right for you and your goals!
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