Aftermarket car part marketing agency

Shopping campaigns for aftermarket parts are structured by part category and by how specific the search is. A query with a year, model and part name comes from a driver who knows what they need, and it gets a product group with fitment in the title and a landing page filtered to that vehicle. A query for a part name alone gets a lower bid and a collection page with the vehicle selector at the top.

We split by margin as well. Distributor-fed catalogues carry thousands of SKUs at thin margins beside a few hundred that make money, and custom labels keep budget on the second group. Remanufactured parts with core charges get their own campaign, because the page has to show the core charge clearly enough that the advertised price and the charged price match.

Negative keywords are reviewed weekly. Searches for used parts, salvage yards, repair shops, how-to videos and torque specs cost money and do not buy anything. Brand campaigns cover the part brands you are authorised to sell, within whatever rules those brands set.

Cold social ads sell few aftermarket parts, because nobody buys a control arm from a feed scroll. Social works in this niche as retargeting and as reach into repair communities. Retargeting follows the driver from the fitment page they viewed to the rest of the job: the shopper who looked at front pads sees the rotors and the hardware kit, filtered to their vehicle.

Creative that earns attention shows the job, not the part. Short clips of a pad swap, a filter change or a headlight replacement on a common model perform because they answer the question the driver had before they searched. We build those around your best-selling parts on your best-selling vehicles and let the product appear as the thing the job needs.

Meta groups organised around a single model are where drivers ask which brand of part to buy. We do not spam them. The store earns a presence there through the owners who already bought and are happy to say so, and we time paid pushes to the seasons when wear parts get replaced: before winter, after winter, before a long summer drive.

Aftermarket parts test Merchant Center in two ways. Many parts have no GTIN, so the feed must carry brand and MPN and set identifier_exists to false only when a part truly has no identifier. A feed that sets it to false on parts that do have a GTIN, or that puts the store name in the brand field, gets disapproved or served poorly.

Merchant Center's standard attributes have no year, make and model fields, so fitment has to be carried in the title and description. We write titles as part name, brand, then fitment range, and we put the OEM cross-reference numbers in the description where the matching engine can read them. Custom labels carry margin tier, whether the part is a wear item, and whether it ships hazmat or heavy.

Shipping settings need their own tables. A brake rotor, a battery and a wiper blade cannot share one rate, and a feed that quotes a flat rate the checkout does not honour collects price mismatch warnings. Batteries and fluids get ground-only shipping in the feed and in the store so the promise matches.

The questions drivers ask an AI assistant are the questions your product pages should answer in plain sentences: does this fit my 2015 Escape with the 2.0 litre engine, what is the OEM number for this part, is this line OE-equivalent, what else do I need for the job. Pages that state the fitment range, the cross-reference numbers and the job contents in crawlable text get cited and clicked. Pages that hide fitment behind a widget do not.

We build part-by-vehicle pages only where the catalogue supports them with real content: fitment notes, install notes, what the job needs. Thin pages generated for every combination get ignored. Part number pages are worth building, because a search for an exact number has one right answer and a store that ranks for it gets the order.

Structured data carries brand, mpn and the identifiers Google already checks in the feed, so the organic listing and the Shopping listing agree. Collection pages are organised by the way drivers filter: by vehicle first, then by system, then by brand tier.

Email in an aftermarket store runs on what the customer bought and what they drive. A pad purchase in March starts a sequence: install tips the same week, a check-in a month later, and a rotor and fluid reminder timed to the next likely service. A battery purchase starts a longer clock with a reminder before the winter that would test it.

The saved vehicle is the asset. A customer who set year, make and model once gets every send filtered to that car, so a wiper promotion shows the sizes that fit and a filter reminder shows the right part number. Abandoned carts in this niche are often fitment doubt, so the recovery email restates the fitment and the return rule rather than offering a discount.

SMS is used for back-in-stock on parts the driver is waiting for and for delivery updates on heavy items that need someone home. Seasonal sends follow the maintenance calendar: pre-winter battery and wiper checks, spring brake and suspension inspections after pothole season, cooling system parts ahead of summer.