Year-end Transition Requirements and Recommendations for Auto - Adpearance

Year-end Transition Requirements and Recommendations for Auto

Preparing for year-end transitions can be a major headache. Set your dealership up to push the latest and greatest models without wasting ad spend with our Year-end Transition Checklist.

Fill out the form below to download and print your copy of the 2022 Year-end Transition Checklist:

Digital Advertising

Leverage Dynamic Inventory Ad Tech 

Your ads should always accurately reflect what’s available on your website. Easily serve potential customers with your latest inventory the second it hits your website. Powered by proprietary Adpearance ad tech, our dynamic inventory ads serve personalized, model-specific ads featuring up-to-date pricing and incentive-based ad copy and creative. Search, display, video, and Facebook campaigns can all utilize dynamic inventory ads.

Close the Loop for Non-dynamic Advertising

You always want to promote the best vehicles you have on your lot, so when new year models arrive it is important you aren’t still running old model year campaigns. Review your current advertising efforts and replace any old model year copy or creative with the most current model year.

Prepare for Brand New Releases

Expecting a brand new model for 2023? Develop a dedicated landing page on your website featuring the new model. If you don’t yet have any inventory, consider a lead capture form on your landing page so you can reach out to customers as soon as the inventory is available. Be aware of what OEM funds and creative assets are available to promote the new model.

Advertise New Releases

If you’d like to get a head start on advertising, develop search campaigns and drive users to your lead-capture landing page. Once you have the new release in stock, update your creative and consider driving users to the inventory search results page for the new model. Supplement those efforts with display, Facebook, and video ads that focus specifically on reaching customers who may be interested in the new model, but aren’t aware of its release.

Search Engine Optimization

Create Evergreen Landing Pages

We don’t recommend creating landing pages for individual model years. It can take eight months for search engines to index a new page and by then it’s almost out of date. Building an evergreen page will allow the page to last indefinitely and generate more traffic in the long run. A well-built landing page benefits both organic and paid traffic, and improves your conversion rate. Create landing page URLs without the numerical year and try to only include keywords that will still be relevant two years from now.

Ready to get started? Fill out the form below to download your copy of the 2022 Year-end Transition Checklist:

If you’re interested in a coordinated website and digital advertising strategy that showcases your live inventory and converts more leads, we’d love to talk. Reach out or schedule a free digital analysis to get started.

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About the Author

Jason Rosen

Jason oversees Google program adoption and beta testing of new strategies. He's been testing the Google Dealer Playbook strategies for hundreds of dealers and brings informed real-world experience to any conversation.

Adpearance is the digital marketing company obsessed with generating quality leads. Our solutions combine cutting-edge technology, premium tracking, and an expert team to transform business results.

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