Overview
The Pre-Order Inventory objective is one of Fullpath's eight Digital Advertising objectives. Objectives are a grouping within the ads structure and are pre-determined. Each objective contains a specific goal. The Ad Bundles and Ads within that objective seek to accomplish that goal.
To read more about the Ad structure, click here. We consider Pre-Order Inventory a Data Source which the entire platform may leverage. To learn more about adding Pre-Order Inventory to the platform as a data source, click here.
Goals
The goal of the Pre-Order Inventory Objective is primarily to enable dealerships to advertise for inventory that is not yet released and in stock. This inventory is typically future-stock which the Manufacturers encourage dealerships to pre-order or create a waiting list for such vehicles.
Allowing dealers to advertise this future inventory enables them to support brand goals, engage and conquest new shoppers, as well as continue to capture leads onsite, particularly in times of inventory shortage or delay.
Keyword Examples / Display and Social Audience
Search: target shoppers searching for Pre-order vehicles.
Search term keyword examples: "pre-order bmw i4" or "2022 bmw ix pre-order"
Display: target shoppers on the Google Display Network who have visited the Pre-Order landing page on the dealership's website.
Social: Target shopper's on the Facebook Advertising Network (which includes Instagram) who have visited the Pre-Order landing page on the dealership's website.
Allocation
Like all of Fullpath's objectives, you may allocate funds to the Pre-Order objective specifically by entering the budget page inside Digital Advertising budget settings and adding an allocation rule. Read here to learn more about budgeting options.
Pre-Order Inventory Feature Across the Fullpath Platform
Due to the nature of this objective, advertising for vehicles without VDP pages, Fullpath has enabled capabilities within other parts of our platform to support this objective's performance.
In terms of Website Engagement, several features support and work in tandem with Pre-order inventory objective:
- When a shopper is directed to a landing page from an ad associated with pre-order inventory, the onsite widget will trigger a lead capture form on the landing page with the relevant pre-order vehicle details and image used in the ad, as well as static text reading “Reserve Your {{make}} {{model}}" .
- If a shopper comes to the pre-order landing page on a dealer site, even if they did NOT come from an Ad, the onsite widget will still trigger the Pre-Order Inventory module and attempt to capture and convert the shopper.
- Leveraging Fullpath's native retargeting abilities, shoppers who viewed vehicles on Pre-Order landing pages can be retargeted on site during the current and in future sessions as well.
Any leads captured inside the widget's Pre-Order Inventory module will be sent as an ADF into the Dealership CRM with the lead source labeled as Fullpath | Pre-Order Inventory .
Enabling/Disabling the Pre-Order Inventory Feature
This feature is OFF by default and may be activated in one of two ways:
- Enabling the feature by turning the switch ON
- Adding inventory to the Pre-Order Inventory List
This feature may be deactivated by turning it OFF in the Data Source → Pre-Order Inventory. Turning this OFF will pause the entire objective for Digital Advertising as well as remove the widget Pre-Order landing page module for lead capture.
Please note: you may NOT pause this objective from within your Digital Advertising settings, you must disable it from within Data Sources → Pre-Order Inventory.
Please note: disabling the feature turns OFF both the Digital Advertising objective AND the Website Engagement widget module, they cannot be separated.