As Google continues to roll out major updates, staying on top of these changes is essential for dealerships looking to maximize their digital advertising strategy. Brooke Furniss, founder of BZ Consultants Group and host of the “Facts Not Feelings” podcast, joins us once again on the latest episode of CBT Now to discuss the latest Google updates, including the much-anticipated changes to Performance Max (P-Max) campaigns.
First, Furniss explains that dealers can now capture branded searches, such as a dealership’s name, separately in traditional search campaigns instead of mixing them into broader P-Max campaigns. One of the key updates that allow dealers to exclude their own brand names from P-Max campaigns- this is something that was previously not possible. Furniss explains that dealers can now capture branded searches, such as a dealership’s name, separately in traditional search campaigns instead of mixing them into broader P-Max campaigns.
This new flexibility extends to targeting demographics and platforms. Furniss points out that dealers can now exclude specific age groups, like 18 to 24-year-olds, or focus campaigns exclusively on mobile devices, which is particularly useful for service-related advertising. She also explains that dealers can now create campaigns targeting specific product categories, such as EVs or CPO vehicles, based on URL targeting.
However, Furniss stresses the importance of dealers having access to their Google Ads account to monitor and manage their campaigns properly. Without direct access, dealers may struggle to understand how their money is being spent fully. She warns that many dealerships don’t have access to their ad accounts, relying instead on proprietary dashboards from agencies that might not provide the full picture.
Moreover, Furniss advises dealers to ensure transparency in their data and encourages them to become more educated on reading and understanding their campaign reports.
Another critical area she addresses is the complexity of Google Analytics 4 (GA4) and the ongoing changes it undergoes. Nevertheless, she explains that these changes can affect how data is tracked and reported, leading to potential discrepancies in campaign performance. She emphasizes the importance of staying vigilant with GA4 and other reporting tools, noting that dealers should frequently check for any changes to ensure their data remains accurate and reliable.
"If you don’t have access to [your Google Ads account] and are only looking at GA4, you’re missing a very, very large piece of what’s actually going on." - Brooke Furniss
