Table of contents:
Video: 5 Secrets Of Effective Placement Of New Cars On The Classify
2023 Author: Natalie MacDonald | [email protected]. Last modified: 2023-05-21 02:36
The effectiveness of placing an ad on Auto.ru for a dealer can be divided into two components. The first is the efficiency of the classified itself: attracting traffic, user-friendly interface, useful promotion and analytics tools. The second is the dealer's ability to work with their ads. We have prepared for you five tips on how to create an effective ad for the sale of a new car on Automotive News and how to work with it.
Photos … Our advice is to upload at least 8 high quality photos. They should not be too light or dark, no need to "cut" the car or important parts. A good option is to use a single and unique standard for all photographs from your dealership: angles, exterior and interior details, location, and so on.
Second tip: use a photobank of real cars. In this case, you can use the same photo for the same cars: for example, white ToyotCamry in the same (or similar) trim levels with a minimum amount of visual differences. It is more interesting to watch ads with real photographs than with pictures from the catalog or 3D renders from the configurator.
Description … Do not copy the description of the car from the manufacturer's website in its entirety and do not overload it with a detailed listing of all the items of equipment - for this there are special fields for choosing car options when filling out an advertisement ("extras"). Short and informative text is ideal. Supplement it with a description of the car's features, if, for example, this is a limited version or the car stands out in some way from competitors.
Video clip … According to statistics, ads with a video review of a car are watched 2 times longer from a computer and 1.6 times longer - from a mobile phone. Conversion from viewing an ad to viewing a seller's phone increases proportionately.
3D panoramas … This is an interactive 360-degree photo of the car that allows you to see the car from all angles. Research says that a user spends one third more time in an ad with a panoramic photo than in a post with a regular photo. And the conversion of such ads into a call or an application is almost half higher. More information about the new service Auto.ru can be found at this link.
Number of offers … The larger the volume of the warehouse you unload, the more often your ads will be found in the listings of Avto.ru. In addition, unloading the most complete car warehouse allows dealers to receive increased cashback as part of the loyalty program: Avto.ru returns up to 25% of the costs spent on promotion in the previous month. You can find out what you need to do to get an increased cashback in this article.
Competitive price … A very important tool. Analyze to what extent your offer is “in the market”. Control the price, don't dump. Be sure to indicate possible discounts on cars - for example, for purchases on credit or through trade-in. For this, ads have special fields.
95% of Auto.ru users do not change the sorting of search results and leave the standard option - "by relevance". This means that your task is to move your ad higher in the listing. First of all, this is influenced by the content of the publication and the date of placement - the older the ad, the lower it is in the search.
Use the built-in classification tools to promote your ads. For example, tools for "visually" highlighting your offerings, such as quick sell stickers, are small colored blocks that help draw users' attention to your listing ad. And if you don't want to understand all the intricacies yet, use the “auto strategy” mechanism: automatic application of paid services within the budget set by the dealer.
It will be even more efficient to use several tools at the same time. To do this, Avto.ru has a "Turbo Sale" package, which includes three options: "Special offer", "Premium ad" and "Raise to the top of the search". With its help, you can increase the number of ads and phone views, increase conversion, and also accelerate the sale of illiquid or, conversely, the most liquid models. This package is cheaper than buying the services separately. More information about Turbo Sale can be found at this link. There is also an effective case of one of the dealers who have already used the service.
Analytics of results
Analytics of performance indicators is one of the most important tasks of any business. For Auto.ru dealers, we have developed several tools that will help to correctly interpret the results.
"Arrivals to the salon" … A joint case of Avto.ru and U Service + Group of Companies in Moscow showed that almost half of the dealership's visitors arrive at a car dealership without a call. A similar situation is observed in the regions. This is good for sellers, but makes it difficult for marketers to measure the effectiveness of classified ad placement. The new analytics tool helps to track the conversion from online ad views, which the dealer places on Auto.ru, to visits. We talked about this in more detail in a separate article.
"Conversion ads" … The dealer's personal account contains information about the conversion for each ad. Do metric analytics to see the lowest converting ads. And start from the very beginning - with the content.
Also we updated call tracking … Now it is dynamic and calls are automatically linked to the corresponding ad. There are new possibilities for sorting calls by parameters (brand, model, year of manufacture, VIN-code, and so on), marking of unique and targeted calls and much more. You can read about all the features of the updated call tracking in our separate article.