3. Presenter: Ryan Thompson
About Me:
• Head of Sales, Kijiji Autos
• Founder of the blog http://thedealergeek.com
• 6 years dealer experience
• 4 years vendor experience
4. Co Host: Stephane Lubin
About Me:
• National Inside Sales Manager, Kijiji Autos
• Avid car enthusiast
•9 Years Online Remarketing experience
•Twitter account @stephanelubin1
5. Co Host: Cameron Coleman
About Me
• Been with Kijiji for a year and a half in sales and
account management
• Expertise in online lead generation
• Generally an all around good guy
6. Today’s Agenda
• Classified Sites – Deep Dive
• How we search (Live Demo)
• Go Viral – Snow blower Example
• Anatomy of an Auto Ad
• Headlines
• Descriptions
• Pictures
• Price = Thompson Tip
•10 Ways to Make Your Ads Matter
• Questions
7. Classified Sites
Deep Dive
• Ads originated from newspapers
• Often Short
• Advertisements grouped into
categories or classes = Classified Sites
• Newspaper’s revenue from classified
ads is decreasing as internet classified
sites grow
• Classified sites are ideal for auto, real
estate, and jobs.
• Visitors want a selection and variety to
compare side by side
11. Anatomy of an Auto Ad
Headlines
Descriptions
Pictures
Price
12. Headlines
Headlines are CRITICAL for generating
views to your vehicle listing – you
need to capture the users interest
from your competition
13. Headlines - The Norm
•Year, Make, and Model Only
•Trim Level Left Out
•No Highlight of Unique Features
•Leave Out Certified and CarProof
•No mention of low KMs
•Essentially not fully utilizing the
headline space…
14. Headlines that “Pop”
•Trim Level Added
•Highlight Key Features
•Single Owner Highlight
•Canadian Car Added
•Special Engine Added
•USE THE SPACE!!!
17. Headlines - Things to Consider
• Add Trim (CX, CXL, Limited)
• What makes this car special (engine, color)
• Should I add a payment? Finance Rates?
• One owner, Vehicle History
• Don’t overlook: Bluetooth, Ipod Jack, XM Radio
• Think about how users search – what are they typing
in search engines?
• Have some fun with it , we aren’t selling medical
equipment
18. Vehicle Description: The Bad
•One Picture
•Highlight bad O2 sensor
•No added detail
•No CarProof report
•Missing the story…
20. Vehicle Description: To Good for a Description?
• NO description at all?
Why not explain what
the Mercedes Certified
program includes?
21. Vehicle Description: Great Descriptions
•Highlight the Sale
•Add in reduced price
•Include key options and features
•CarProof Referenced
•Financing call out
•Dealer website referenced
•Value add to do business with
this dealership ( Parts and Service
open 7 days a week!)
22. Vehicle Description: Great Descriptions
• Builds on the 8 passenger
seating which is important to
buyers with children
•Over 25 Years in business ( not
fly by night dealer)
•0 % financing with detailed
finance payments
•Over 200 Minivans and SUV’s in
stock
24. Vehicle Description – Thing’s to Consider
• All vehicles have a story… tell it.
• Play up One Owner if applicable
• Important Keywords
– “Non smoker” “CarProof” “Certified” “Financing”
“Incentive” “Sale” “Low KMs” “Extended Warranty”
• Write for humans and search engines – think about
how people search…
• Be a story teller not a comment generator
• Bigger is usually better with descriptions
• Think about formatting; keep key selling points above
the fold
42. Use Even Numbers to show up in more
search
• Try $10,000 vs. $9999
• Show up for searches $7000 - $10 000 AND
$10 000 - $13 000
43. Top 10 Ways to make your Ads Matter
1. Online Research – who is writing descriptions well and how
do you rank?
2. Monitor Performance – watch how many views/visits do
your ads get; what ads are successful?
3. Default Ads – do not settle for default ads. Vin Decoders are
not reliable enough to make your ads stand out.
4. Pictures – make sure your cars have at least one picture and
take advantage of all pictures if possible
5. Think Search – always think how people will search for your
vehicles; include those keywords in your descriptions and
headlines
44. Top 10 Ways to make your ads matter
6. React – when sales happen or offers change at the dealership
make sure that it is quickly reflected on your listings
7. Logos – be sure to add logos to your listings and make sure that
they look professional; include phone number where space
permits
8. Tell the Story – provide as much transparent detail on the vehicle
in the headline and description as you possibly can; have the ad
sell the car for you
9. Dealership USP – know your unique selling proposition and
highlight it in your description and dealership tagline
10. Financing – make sure your current offer is part of your
description and add it to your tagline and description