FORT MYERS, Fla. -

Haystak Digital Marketing announced this week its partnership with vAuto to integrate their search marketing campaigns for shared users.

The combination of vAuto’s pricing data along with Haystak’s inventory tool links pay-per-click ads to the attributes and retailing objectives for specific used vehicles.

Duncan Scarry, the founder of Haystak, commented on the integration of the two Cox Automotive companies’ products.

“In our earlier studies, we’ve seen a telling, across-the-board lift for vAuto dealers who use our now-integrated Dynamic Inventory Tools to drive search marketing campaigns that are automatically tailored for specific vehicles,” Scarry said. “The performance of their search advertising outpaced other dealers by substantial margins in our year-over-year comparisons, affirming our belief that consumers respond to pay-per-click ads that are highly relevant to their used vehicle buying preferences.”

During its studies, Haystak found that vehicle-specific search advertising performed better than less-specific search advertising.

“With vAuto data, we know if a vehicle is priced above or below the market and whether its mileage is lower than competing units,” Scarry said. “By bringing this data into our tool, we can generate pay-per-click ads that emphasize a car’s specific strengths.

Likewise, we can tailor our bidding strategy to match the car — if it’s a lower-price car, our tool can either maximize or minimize exposure, based on a dealer’s preferences.”