Since the dawn of automotive pay-per-click advertising, there has been a question that nobody seems to be able to answer properly. On one hand, you have those who are dead-set on driving everyone who searches for a vehicle to the corresponding inventory pages on the dealership's website, whether it's a search results page or a vehicle details page. On the other side, you have those who are just as adamant about driving visitors to landing pages on or off the website that try to capture a lead or compel a phone call while still giving access to the inventory through a single click. Which is correct?
Perhaps neither is definitively the best practice. Perhaps it's a question of goals and intent and the correct answer depends on multiple factors. Perhaps a diverse methodology is the right approach. In this article on Automotive Digital Marketing, we see this last perspective explained.
Our perspective on the issue adds a third factor that has helped us to come to our own conclusion for clients: visitor intent. The beauty of modern digital advertising is that it allows us to make determinations about website visitors before they even click based upon their source, keywords, and past activity. The key to all of this is following Google's lead based upon their ultimate data set for automotive.