4 Ways to Drive More Conversions with AVA™ Campaigns

What You’re Building

You’re creating a simple, repeatable operating system for AVA marketing campaigns:

1. One campaign = one intent + one channel + one link
2. Every link follows a clear naming convention
3. Every channel gets a weekly performance review
4. Every high-traffic offline spot gets a trackable QR code
5. Old leads are reactivated monthly via list upload

This is what turns “random campaigns” into a measurable system.

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Before You Start: Set Your Standards (10 Minutes)

1) Define Your Core Campaign Intents (Buckets)

Use these as your main “buckets”:

• Credit – Pre-Approval
• Trade – Value My Trade
• Drive – VeryDRIVE / Appointment & IDV
• Multi-Step Application – Full or staged credit workflow
• ID – Verify Before Appointment (if applicable)

Every campaign should roll up to exactly one of these.
If a flow touches more than one, pick the primary outcome you care about (e.g., Credit vs. Trade vs. Drive).

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2) Decide Your Channels (The Big Four)

Focus on the channels that move the needle:

• PPC (Google / Meta / TikTok)
• SMS
• Email
• QR (in-store / offline)

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3) Create a Naming Convention (Do This Once)

Pick a format that’s future-proof and easy to scan:

CHANNEL_INTENT_MONTH_OFFER_AUDIENCE

Examples:

• PPC_CREDIT_MAR_Standard_HighIntent
• PPC_DRIVE_APR_TestDrive_Prospecting
• SMS_TRADE_MAR_ServiceLane_Owners
• SMS_MULTI_MAY_AppRestart_Unsold
• EMAIL_CREDIT_APR_PreApproval_Newsletter
• EMAIL_DRIVE_APR_Appointment_PreQualified
• QR_TRADE_MAR_Service_WalkIns
• QR_DRIVE_MAR_Showroom_TestDrive

This is what makes reporting, diagnosis, and optimisation painless later.

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Strategy 1: One Trackable Link per Channel (The Foundation)

If you only implement one thing, make it this. Separate links by channel + intent are what unlock real attribution.

Steps

1. In AVA Campaigns, create a new campaign for PPC – Credit.
2. Generate a unique, trackable link.
3. Save it in a central place (sheet, doc, CRM note) using your naming convention.
4. Repeat the process for (at minimum):
   • PPC Credit
   • PPC Trade
   • PPC Drive
   • PPC Multi-Step Application
   • SMS Credit
   • SMS Trade
   • SMS Drive
   • SMS Multi-Step Application
   • Email Credit
   • Email Trade
   • Email Drive
   • Email Multi-Step Application
   • QR Showroom Credit
   • QR Showroom Drive
   • QR Service Trade

You don’t need every combination live at once, but each one should have its own link when you use it.

Minimum “High-Usage” Baseline

Aim to keep 8–12 active links live across your dealership at all times, spread across intents:

• 2–3 PPC (across Credit / Trade / Drive / Multi-Step)
• 2–3 SMS (reactivation + high-intent flows)
• 1–2 Email (newsletters / promos with clear intent)
• 2 QR placements (e.g., Credit + Drive or Credit + Trade)

What to Track Weekly

• Submissions per link
• Submission rate trend (up/down vs. last week)
• Links that are “dead” (0 submissions over the period)

Retire, replace, or fix the dead ones. Scale the winners.

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Strategy 2: PPC Links That Drive Submissions (Not Just Traffic)

Your PPC objective isn’t clicks — it’s Credit, Trade, Drive, or Multi-Step Application submissions tied back to clear intent.

Steps for Google Ads

1. Create one unique campaign link per ad group (not per campaign).
2. Map each ad group to a specific intent bucket, for example:
   • “bad credit / pre approval” → PPC_CREDIT_…
   • “trade in value” → PPC_TRADE_…
   • “book test drive” / “test drive near me” → PPC_DRIVE_…
   • “car finance application” / “apply for auto loan” → PPC_MULTI_…
3. Use the matching campaign link as the final URL.
4. Let each ad group run for 7–14 days before making changes.
5. Optimise based on submissions by intent, not CTR.

Steps for Meta / TikTok

Use one campaign link per:

• Audience (retargeting vs. prospecting)
• Creative angle aligned to an intent (Credit / Trade / Drive / Multi-Step), e.g.:
  • Pre-approval / payment options → Credit
  • “What’s my car worth?” → Trade
  • “Book a test drive” → Drive
  • “Start your application online” → Multi-Step Application

Keep creative testing separate from link/intent testing:

1. Assign a unique campaign link to each audience + intent combination.
2. Monitor submissions per audience, not just impressions or clicks.

Simple Optimisation Rules

• If a link consistently produces submissions → scale the budget.
• If it produces clicks but no submissions →
  • Re-check landing intent (is it Credit vs. Trade vs. Drive vs. Multi?), or
  • Tighten messaging to match the search/creative promise.
• If both clicks and submissions are low → narrow targeting or overhaul the offer.

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Strategy 3: SMS Reactivation via List Upload (Your Fastest Win)

This is your quickest path to “more usage” because you’re working from lists that already exist in your CRM.

Step 1: Build Monthly Reactivation Lists

Export CSVs from your CRM and segment them into focused groups aligned to intents:

• Lost credit applications (didn’t complete / didn’t close) → Credit / Multi-Step
• Unsold showroom visits → Credit or Drive (choose primary)
• High-potential service customers → Trade or Drive
• Past leads 60–180 days old (tag them by last known interest where possible)

Step 2: Upload and Launch

1. Upload each CSV to AVA Campaigns.
2. Create one SMS campaign per segment and intent (don’t mix Credit + Trade + Drive in one blast).
3. Generate a unique trackable link for each segment-intent combo (e.g., SMS_CREDIT_MAR_React_LostApps).
4. Keep messages short and single-purpose.
5. Send within a consistent window (e.g., Tue–Thu, late morning or early afternoon).

SMS Templates (Plug-and-Play)

Credit reactivation (or Multi-Step Application restart)

“Hey [First Name] — quick one: want to refresh your pre-approval or pick up where you left off on your application? Here’s the link: [LINK]”

Trade reactivation

“Hey [First Name] — trade values have moved. Want a quick updated value for your vehicle? [LINK]”

Drive / VeryDRIVE (appointment & IDV)

“Hey [First Name] — want to lock in a test drive time and verify details before you visit? Book it here: [LINK]”

Service lane → Trade

“You may have equity in your vehicle. Check your trade value anytime here: [LINK]”

Step 3: Run Simple A/B Tests

Test message framing per intent, not everything at once:

• Credit / Multi-Step:

  • A: “Pre-approval”
  • B: “Payment options / finish your application”

• Trade:

  • A: “Updated value”
  • B: “Equity in your vehicle”

Keep audience, send time, and link the same. Compare submissions.

What “Good” Looks Like

• Higher submissions from segmented, intent-based lists vs. one generic blast
• Repeatable monthly lift as you refresh lists and rotate angles by intent

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Strategy 4: Trackable Links in Email (Real ROI, Not Just Opens)

Email only proves its value when you track submissions per intent, not just opens and clicks.

Steps

1. Create one email campaign link per send and intent, for example:
   • EMAIL_CREDIT_APR_PreApproval_Newsletter
   • EMAIL_TRADE_APR_EquityCheck_Service
   • EMAIL_DRIVE_APR_TestDrive_PreQualified
   • EMAIL_MULTI_APR_CompleteApp_FollowUp
2. Insert the link into:
   • The primary CTA button
   • One text link above the fold
3. If you include multiple intents in a single email (e.g., Credit + Trade), use separate links:
   • One link tagged as CREDIT
   • One link tagged as TRADE

Email CTA Best Practices

• One primary CTA = one clear action per section
• Don’t send traffic to the generic homepage or inventory if your goal is submissions
• Keep CTA copy literal and aligned to the bucket:
  • Credit: “Get Pre-Approved” / “See Your Payment Options”
  • Trade: “Check Your Trade Value”
  • Drive: “Book a Test Drive” / “Confirm Your Appointment”
  • Multi-Step: “Finish Your Application” / “Start Your Application Online”

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Strategy 5: QR Codes for In-Store Banners (Make Offline Measurable)

QR codes are one of the most underused conversion tools — they capture walk-in intent that would otherwise stay anonymous.

Choose 2–4 Priority Placements

Start with:

• Showroom entrance / reception (Credit or Drive)
• Finance desk (Credit / Multi-Step Application)
• Service waiting area (Trade / Drive)
• Event banner (community / off-site — choose Credit, Trade, or Drive based on context)

Steps

1. Create a unique campaign link for each physical placement and intent, for example:
   • QR_CREDIT_MAR_Showroom_WalkIns
   • QR_DRIVE_MAR_Showroom_TestDrive
   • QR_TRADE_MAR_Service_Waiting
   • QR_MULTI_MAR_FinanceDesk_AppStart
2. Convert each link into a QR code.
3. Label each QR code internally using your naming convention.
4. Print signage with simple, direct instruction text, matched to intent:
   • Credit / Multi-Step: “Scan to get pre-approved” / “Scan to start your application”
   • Trade: “Scan to check your trade value”
   • Drive: “Scan to book your test drive”

QR Signage Rules

• Large enough to scan from 3–6 feet away
• Minimal distractions — no extra offers, no paragraphs of text
• Track each location separately so you know which placements and intents are working

What to Review Weekly

• Scan volume (if available)
• Submissions per QR placement and intent
• Best-performing department/placement (showroom vs. service vs. finance)

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Weekly Operating Rhythm (30 Minutes)

Run this on the same day each week (e.g., Monday):

1. Open your AVA Campaign performance view.

2. Sort links by submissions (last 7 days).

3. Slice by intent bucket (Credit / Trade / Drive / Multi-Step / ID) and identify:

   • Top 3 links overall or per intent → scale or replicate
   • Bottom 3 links → fix or retire
   • Links with clicks but no submissions → message/intent mismatch

4. Take one concrete action each week, such as:

   • Swap PPC link routing (e.g., split a generic “finance” ad into Credit vs. Multi-Step)
   • Refresh an SMS reactivation segment (by intent)
   • Replace a low-performing QR placement or change its intent (e.g., Trade → Drive)
   • Tighten a weak email CTA and align it clearly to one bucket

Small, consistent adjustments are what turn Campaigns into a living operating system, not a set of one-off experiments.

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Common Mistakes (and How to Fix Them)

Mistake: One link used everywhere

• Fix: Create separate links per channel + intent (Credit / Trade / Drive / Multi-Step / ID).

Mistake: Mixed intents in one SMS or email without separate links

• Fix: One primary intent per message, or distinct CTAs with their own intent-specific links.

Mistake: PPC traffic going to generic pages

• Fix: Route directly into the appropriate Credit, Trade, Drive, or Multi-Step workflow link.

Mistake: One QR code reused in multiple locations

• Fix: One unique QR (and link) per placement and intent, tracked separately.

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Implementation Checklist (Copy/Paste)

• [ ] Naming convention finalized with buckets: Credit, Trade, Drive, Multi-Step, ID
• [ ] 8–12 active links live (by channel + intent)
• [ ] PPC ad groups mapped to unique links per intent (Credit / Trade / Drive / Multi-Step)
• [ ] Monthly CRM export templates created for reactivation lists (segmented by intent)
• [ ] 3+ segmented SMS reactivation campaigns launched (Credit / Trade / Drive / Multi-Step)
• [ ] Email CTA links separated by intent (Credit vs. Trade vs. Drive vs. Multi-Step)
• [ ] 2–4 QR placements deployed and labelled (with one intent per QR)
• [ ] Weekly campaign review scheduled and owned

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Support-first CTA:

Want us to review your link structure and help you set up your first 10 tracked campaigns across Credit, Trade, Drive, and Multi-Step?

Contact Support.