1. How to Highlight What Matters Most

Not all listings need the same strategy. Start by identifying the vehicles that matter most to your dealership goals and focus your visibility efforts there. Creating more opportunities for shoppers to discover priority inventory can help increase engagement and keep your most important listings front and center throughout the shopping journey. 

Start by:

• • Prioritize listings that support your current sales objectives. 
• • Identify high-value, newly arrived, or aging inventory that could benefit from additional visibility. 
• • Review listing performance regularly to determine which vehicles may need a promotional boost. 
• • Optimize your VDP with best practices and relevancy factors to maximize your listings’ performance—See the top three tips here! 

Visibility Tip:

Looking to increase exposure for specific vehicles? Spotlight Ads help highlight priority inventory and drive additional attention to the listings you want shoppers to see first. 

Vehicle Highlight helps priority inventory stand out with prominent placements and urgency-driven callouts during active browsing. Select specific vehicles to feature across Autotrader consumer sites with attention-grabbing labels such as “Price Reduced” and “Newly Listed,” designed to encourage clicks. 

Spotlight Ads Co-op Eligible Through:

Vehicle Highlight Co-op Eligible Through:

2. Stay in Front of Shoppers Longer

Most shoppers don’t purchase after a single search or listing view. They compare vehicles, research pricing, and revisit listings multiple times before deciding. That’s why visibility shouldn’t end after the first impression. 

Creating multiple opportunities for shoppers to encounter your inventory can help keep your dealership top of mind throughout the shopping journey. 

Start by:

• • Identifying where your inventory may be losing visibility between shopper visits. 
• • Looking for opportunities to extend your reach beyond marketplace and website visits. 
• • Keeping your dealership and inventory visible throughout the consideration journey.

Visibility Tip:

Looking for a way to stay connected with interested shoppers? 

Advanced Ads Premium extends your presence off-site into the digital spaces shoppers already spend time, helping your inventory stay visible, relevant, and remembered as they continue researching. Powered by Cox Automotive first-party data and real shopper behavior, Advanced Ads Premium averages 125 million impressions per month.¹

Advanced Ads Premium Co-op Eligible Through: 

3. Reach Buyers Earlier in Their Journey

Shoppers begin researching long before they’re ready to contact a dealership. They compare vehicles, check values, explore features, and narrow down their options before deciding where to buy. Creating opportunities to connect with shoppers earlier in the buying journey can help increase awareness of your inventory before key purchase decisions are made. 

Start by:

• • Understanding where shoppers begin their vehicle research. 
• • Looking for ways to engage shoppers before they reach a vehicle detail page. 
• • Aligning inventory and messaging with shopper interests and behaviors. 

Visibility Tip:

Want to connect with shoppers while they’re actively researching vehicles? eLot helps dealerships reach real-time shoppers during their valuation and search journeys, serving relevant inventory based on recent shopping activity. 

eLot Co-op Eligible Through:

4. Help More Shoppers Discover Your New Vehicles 

Shoppers Not every shopper starts their journey searching for a new vehicle. In fact, according to Cox Automotive’s Car Buyer Journey Study, roughly 66% of car buyers consider both new and used vehicles during their purchase journey.²

That means there may be more opportunities to put your new vehicle listings in front of shoppers who haven’t yet committed to one path. 

Start by:

• • Reviewing how your new vehicle listings are positioned alongside competing inventory. 
• • Looking for opportunities to highlight affordability and payment-based value. 
• • Identifying ways to increase exposure for priority new vehicle inventory. 

Visibility Tip:

Looking to get more eyes on your new vehicle listings? New Car Boost helps increase visibility by promoting eligible new vehicle inventory to shoppers who may also be considering used vehicles. 

Dealers with New Car Boost see an average 30% increase in SRP impressions and a 28% increase in VDP views month over month.³ 

New Car Boost Co-op Eligible Through:

5. Maximize Your Marketing Budget with Co-op Funds 

Increasing visibility doesn’t always mean increasing spend. Many dealerships may already have access to manufacturer Co-op programs that can help offset the cost of eligible advertising investments. Understanding which programs qualify and how available funds can be applied may help you extend your marketing budget and increase the impact of your advertising strategy. 

Start by:

• • Reviewing available Co-op opportunities with your OEM. 
• • Identifying which advertising solutions may be eligible for reimbursement.
• • Understanding documentation requirements and reimbursement timelines.
• • Looking for opportunities to align your advertising strategy with available Co-op support. 

Visibility Tip:

Co-op can become a strategic part of your advertising and marketing strategy, helping you utilize every dollar spent and getting the most ROI.  

Certain Autotrader advertising solutions may be eligible for reimbursement through participating OEM Co-op programs, helping you maximize your marketing investment while increasing visibility for your inventory.