Are your ads up to scratch for 2023?
As we move forward in 2023, it’s becoming increasingly more apparent that advert quality is crucial in today’s digital first world. Your digital showroom and adverts are fundamental when buyers are deciding whether to buy from you, why not use this opportunity to go back to basics and review the content and quality of all your ads? Best practice can often be overlooked, and it could make all the difference when browsers are looking to purchase their next vehicle from you instead of your competitor.
We’re making changes to your full page adverts, so now is a great time to revisit the quality of your ads to optimise the browsing experience for potential buyers.
Imagery is crucial to stand out
Image is everything and first impressions are key, make sure your photos make the vehicle stand out and that the hero photo entices potential buyers to click through to your advert. Once on the advert, your images should call out the unique features of the vehicle (no two vehicles are the same).
With up to 100 images available on your adverts, the opportunity to create an in-depth view of the vehicle is yours for the taking, but make sure you prioritise quality over quantity; 20 great images are better than 50 poor quality ones. A consistent high standard of imagery across your adverts will help to build trust and transparency with both browsers and buyers.
When considering photos for your adverts, limit them to the vehicle itself, using the Retailer Store area to highlight and promote your business. Sitting alongside your adverts, the Retailer Stores page represents your digital forecourt, playing host to all your brand information, logos and awards.
Top tips for shooting the best imagery for your adverts:
Avoid dark shadows, bright reflections or overly bright light
Ensure the vehicle is clean and dry
Take photos in a consistent location with minimal background distractions
Always keep the camera at the same height when shooting images
Fill the frame, take photos in landscape format both inside and outside of the vehicle
Whenever possible, take the same number of photos for every vehicle you list
We released this blog last year, giving further info and tips on imagery best practice, and our free Imagery masterclass will take you through all the best practice in more detail.
Give a more in-depth, personal experience by adding videos
As part of our recent improvements, browsers are now able to access videos more easily from the image gallery as soon as they land on your adverts, so always try to include a video in your listing. Don’t forget, sharing a video gives a more detailed view of the vehicle along with a more personal touch to buyers, helping create transparency on your adverts.
Top tips for shooting the best videos for your adverts:
Aim for 60 seconds full walkthrough of the vehicle
Ensure your vehicle is clean and tidy
Shoot in a consistent and well-lit location with minimal background distractions
Our free Video masterclass can can show you some great examples of best practice videos along with giving you more tips on how to shoot the best quality videos.
Give consumers confidence to take the next step towards purchasing from you
Recent data shows that many customer enquiries are asking for more detail on vehicle specifics. To help make this information more accessible to buyers, we’ll soon be making some adjustments to your adverts to improve the layout and priority of information. This will support answering buyers questions ahead of enquiring about your vehicle, whilst saving you time by having the information readily available. When listing an advert, ensure you have added this information within the vehicle description so that your buyers are aware when deciding whether the vehicle is right for them.
This applies to:
Service history
Number of owners
Warranty information
MOT information
Our free Advertising masterclasses will take you through all the advertising best practice, including advert descriptions, Retailer Stores and best practice around advert imagery and video.
With the growing demand to do more of the car buying journey online, we look forward to empowering you to maximise your opportunity in 2023 by having the best quality adverts ready to attract your buyers.