This document summarizes a webinar about writing effective ads for online classified sites. It discusses: - An overview of classified sites and how they have replaced newspaper classified ads. - Tips for writing headlines, descriptions, and using pictures that will attract users and generate views, including using keywords people search for and highlighting unique features. - Examples of effective and ineffective ads. - Other best practices like using consistent pricing formats, monitoring ad performance, and tailoring ads based on online research. The webinar provides actionable advice for crafting ads that stand out and sell vehicles effectively on classified sites.

1. Webinar: Writing Ads for Online
Classified Sites that Work

2. Housekeeping
• Use Chat to ask questions
• Make sure you are muted

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

8. Live Search Example

9. Go Viral
• Imagine having an ad
like this with your
branding all over the
page
477,617 Views!

10. Viral: Ad Gets Picked up by the
Press

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!!!

15. Headlines: $8000 - $10000 Toyota
Corolla Search

16. Headlines: $8000 - $10000 Honda Civic
Search

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…

19. Vehicle Description: The Bad

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

23. Vehicle Description: Great Descriptions

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

25. Description God – Mohegan Lake
Audi

27. Pictures
Brand Your Dealership!
Kijiji Staff Indoor Favorites
Overlay to Make your Ad POP

28. Picture TIP - Branding

32. Kijiji Staff Indoor Favorites
• Indoor only if you have the right space
• Painted Floor and Lighting KEY for indoor
• Signage

33. NOTT AUTOCORP - MB
Voted #1
Booth By Kijiji
Staff

34. Curtains!

35. Vellas Vette!

36. Bright Lights!

37. Overlays – Pictures best friend

41. Thompson Tip:
Pricing – Even Price Vs $9999

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

45. Questions