Search and Display Advertising: Integrated Full-Funnel Campaign Strategy for Car Dealership

Prompt

The main reason a company either chooses to hire us or partner with us is that we are subject matter experts (SMEs) and can help them navigate an increasingly complex world, providing them with a prescriptive recommendation to help grow the business. 

In this module, we learned much about the display and video landscape, diving into the benefits of Google’s two platforms for buying inventory, the different campaign types, the targeting options, creative best practices, and how YouTube is transforming into a streaming platform. 

Before we start to build our campaigns for the client we chose for this semester, we will work through a hypothetical situation, providing a display and video recommendation to a client, leveraging only Google Ads.

For this assignment, first review the scenario below. Then build a presentation, detailing your display and video advertising plan for the client. Within the proposal, be sure to discuss 

1. How you would use display advertising and YouTube’s AI-driven products to drive success and move consumers through the consumer journey from awareness to coming in the store to purchase?
2. A creative recommendation based on the ABCD best practices

SCENARIO  – LOCAL CAR DEALERSHIP              

Your client, a local car dealership, has a big sales event around the corner and is looking to make it a standout success. They’re envisioning a simple yet effective campaign that combines display and video advertising to move consumers down the funnel. Unfortunately for them, they’re not quite sure how to get it off the ground and need your expertise to guide them in crafting an impactful strategy. They have a smaller budget and the following assets:

• TV commercials (15 seconds but can be edited to be shorter)
• Additional footage of cars on the roads highlighting their features (Can be edited for any length)
• Interviews from the customers about their customer service (Interviews are 45 seconds or longer, but can be cut down)
• Print Advertisements and lots of imagery (That can be edited for online banners)
• Logo