We believe that Dealer Teamwork dealership partners are best served when we make continuous improvements through iterative development. That’s why we invest heavily in building our in-house Product and Technology team; to deliver new features and improvements to our patented MPOP® marketing automation on a regular basis.  And while we won’t list every update since the beginning of the year, we’re excited to spotlight a few of our latest proprietary and game-changing platform capabilities as we look to building stronger throughout 2025 together. 

Afterall, in our crazy world of automotive digital marketing, staying ahead means constantly optimizing how you reach and engage potential customers. That’s why we’ve once again empowered dealers with even more significant updates in Q1. Following major New Products and Enhancements Launched in January, including Dynamic Creative Solutions, Premium OTT/CTV Advertising Solutions, and Dynamic PMAX Campaigns, today we focus on two key areas: 

1. PMAX Audience Signaling – supercharging PMAX campaign performance through advanced audience targeting
2. Enhanced Lease Options in MPOP Offers – providing dealers with unprecedented control and compliance in crafting compelling lease offers within the MPOP marketing automation

PMAX with Automated Audience Signals and Data

Google’s Performance Max campaigns are a powerful tool for reaching customers across all of Google’s channels. However, their effectiveness is significantly amplified by providing strong audience signals. Dealer Teamwork’s latest PMAX updates are designed to do just that, offering enhanced targeting capabilities specifically tailored for the automotive market.

A key highlight is the enhanced targeting for in-market buyers, a capability that Dealer Teamwork is uniquely positioned to offer. By leveraging our expertise and data, dealerships can now connect with consumers who are actively researching and looking to purchase a vehicle with greater precision. This enhanced targeting promises to increase the performance of PMAX campaigns by shortening the learning phase, allowing dealers to see results faster.

Furthermore, the system now automatically places audience data for PMAX campaigns. This ensures that best practices are consistently followed and helps maintain performance consistency. The audience data utilized includes:

• Website Visitor Data: Re-engaging individuals who have previously shown interest by visiting the dealership’s website.
• Custom Audiences: Tailored audiences built on specific criteria relevant to the dealership’s target market.
• Relevant Keywords: Incorporating keywords that indicate purchase intent and interest in vehicles.
• Relevant URLs (dealer/nondealer): Understanding Browse behavior related to both the dealership’s site and other relevant automotive websites.
• In-Market Audiences: Tapping into Google’s powerful segments of users actively researching vehicles of specific makes and models.

By automatically integrating these crucial audience signals, Dealer Teamwork ensures that PMAX campaigns are continuously optimized to reach the most valuable potential customers, driving more efficient spend and higher conversion rates!

A Superior Approach to PMAX: Dealer Teamwork’s Targeting Advantage

While Google’s Performance Max campaigns offer incredible reach, their true power is unleashed when guided by precise audience signals. This is where Dealer Teamwork provides a significant competitive advantage. We don’t just plug in basic audiences; we employ a sophisticated, automated approach to PMAX targeting that is consistently effective, always up-to-date, and designed to save your dealership valuable time and resources while dramatically optimizing campaign performance.

Our edge in PMAX audience targeting is built on several key pillars that work together to ensure your message reaches the most likely buyers:

• Comprehensive, Automated Audience Application: We go beyond the basics by automatically applying a wide spectrum of high-performing audience signals. This includes leveraging your own data via Google Analytics 4 (GA4), identifying users actively interested in specific vehicle models (and finding others like them), utilizing custom audiences built for your unique market, incorporating relevant keywords indicating strong purchase intent, analyzing Browse behavior on relevant automotive URLs (like manufacturer model pages), and tapping into Google’s powerful In-Market audiences. This thorough approach ensures that no valuable potential customer segment is overlooked.
• Dynamic Audience Updates: The market isn’t static, and neither are our audiences. Unlike traditional setups that can become outdated, Dealer Teamwork’s system continuously updates and refines audiences as your campaign runs. This dynamic optimization ensures your targeting remains highly relevant and effective over time, constantly adapting to changing consumer behavior and market trends for sustained performance.
• Standardized High-Performance Setup: Eliminate the guesswork and potential for manual errors. Dealer Teamwork provides a standardized, best-in-class setup for all PMAX campaigns. This ensures consistent quality, adheres to proven strategies, and is designed from the ground up to maximize your return on investment without requiring constant manual configuration from your team.
• Strategic Audience Differentiation: We understand that promoting a specific model requires a different approach than building overall brand awareness. Our system intelligently differentiates and tailors audiences based on your specific campaign goals, whether it’s driving interest for a new model or strengthening your dealership’s brand presence. This granular strategy ensures each campaign targets the most relevant audience with precision.

In essence, Dealer Teamwork offers a smart, automated, and strategically segmented solution for PMAX audience targeting. It’s a turnkey approach that combines powerful automation with expert segmentation and continuous optimization, allowing your dealership to unlock the full potential of PMAX, maximize advertising spend efficiency, and drive demonstrably better results.

Unlocking Flexibility and Ensuring Compliance with MPOP Lease Enhancements

Crafting competitive and compliant lease offers is a critical component of automotive advertising. The latest updates to the MPOP® bring enhanced flexibility and peace of mind to this process.

The enhanced lease options in MPOP Offers provide dealers with more granular control over the lease payments they advertise. This enhances its flexibility for the dealer to Customize Lease Payments, offering more options to advertise the best prices for any given situation.

Crucially, the dealer can now fully customize a lease for a specific VIN or VINs! This allows for the creation of highly specific offers, such as a “$0 Down lease” or a different lease term that might not be automatically generated from standard feeds, for example. This level of customization ensures that dealers can react quickly to market demands and create unique selling propositions for specific vehicles.

The significant benefit here is the ability for a dealer to choose to fully customize the lease payment and prevent automation from overwriting the customization. Alternatively, they can override the lease defaults such as down payment, lease term, and residual percentage while allowing the vehicle price and rebates to automatically update. This hybrid approach offers the best of both worlds: control where needed, and automation for efficiency.

Alongside enhanced customization comes the vital addition of Custom Lease Enhanced Disclosures. This feature is designed to ensure legal and OEM compliance across all offers and offer types, including Custom Lease payments. By automatically populating the correct disclosures, this enhancement provides more peace of mind when customizing offers, significantly reducing the threat of legal or negative actions.

IN SUMMARY

These integrated updates to both PMAX strategies and our patented platform underscore Dealer Teamwork’s commitment to providing automotive dealerships with the tools they need to succeed in a competitive market. By combining intelligent audience targeting with flexible and compliant offer management, dealerships can look forward to driving more qualified leads, closing more deals, and achieving greater advertising ROI.

UNTIL NEXT TIME…

Stay tuned as we continue to keep you informed on The MPOP marketing automation platform and product updates on a regular basis. Our roadmap is strong as we continue to innovate even more ways to drive YOUR success. Because here at Dealer Teamwork – We’re built for that.

SCHEDULE YOUR SNEAK PEEK SOON!

For reference: Google – about audience signals for Performance Max campaigns