With low or no inventory on your lot, Fullpath can help dealers capture leads and engage shoppers with two features designed to make sure your dealership doesn't lose leads, sales, or co-op funds while inventory fluctuates. Advertising vehicles that are in-transit and out-of-stock, or models that have not yet been released, is now easier than ever with the Out-of-Stock feature and the Pre-Order feature. Review below to learn more about each and how they can be used to help meet your Dealership's marketing and sales needs.
Goals and Use Cases
Out-of-stock: Inventory ads are tied to a dealership's available inventory (via VDPs - or in some cases, a feed). However, some dealerships would still like to capture and engage with the audience searching for/in the market for vehicles that are not currently on the lot or not yet tied to a VDP. The out-of-stock inventory feature allows Fullpath to direct ad clicks to preset pages on your website so your Dealership can still engage shoppers with targeted advertising and capture leads.
Pre-Order: The Pre-Order Inventory feature allows Fullpath to promote vehicle models that have not yet been released, but are available for pre-order. The Pre-Order Inventory feature is a platform-level feature that enables Fullpath to create ads and the on-site widget to offer engagements and retargeting around these vehicles.
Out-of-stock inventory uses an internal Fullpath data source we label as CMM (condition, make, model) which pulls from a data repository of makes and models that are not tied to specific inventory (unlike the rest of our inventory-based ads, which are generated based only on what the dealers currently have available).
Pre-order is not inventory that you've run out of, but rather inventory that isn't available at all. For this, we leverage a back-end system where models are added by client request. Once a pre-order vehicle has been added to our system, it becomes available for all other customers as well; in a sense, we are crowd-sourcing the first few vehicles from each brand.
Products Where Feature is Visible
Out-of-stock: The out-of-stock feature is an Social-ad specific feature which enables the Fullpath system to leverage out-of-stock vehicle inventory as a data source, which can then be used to create ads for missing models. To learn more about exactly how this feature works and how you can add models, read here.
Pre-Order Inventory: The Pre-Order Inventory feature is a platform-level feature that enables the creation of ads and the offering of on-site engagements and retargeting around these vehicles. To learn more about enabling this platform-level feature and exactly what implications this has for each product, read here.
Out-of-stock: To can enable out-of-stock inventory ads on the Inventory settings page, nested under Digital Advertising settings.
Pre-Order Inventory: This feature is off by default and may be activated on the Pre-Order Inventory Data Sources page in one of two ways:
- Turning on the feature by switching the toggle to "Enabled"
- Adding inventory to the Pre-Order Inventory List by clicking on "Add New"
This feature may be deactivated by switching the toggle back to "Disabled". Turning this off will pause the entire Pre-Order objective for your ads, as well as remove the Pre-Order landing page module for onsite lead capture via the widget. Please note: disabling the feature turns off both the ad objective and the widget module, they cannot be separated. Read more about enabling and disabling this feature here.
Ads may look like this: Lead form capture may look like this: