LotLinx FAQs | How Does LotLinx Work

LotLinx puts your inventory on as many sites as possible. We specifically seek auto shoppers who have reached the point in their shopping journey where they’re searching for cars on a VIN-specific basis (“VINtenders”). We do this by supplying feeds of your inventory to our partner automotive websites, and by following VINtenders throughout the web using sophisticated audience targeting methods.

We supply our inventory to hundreds of digital automotive properties, to other properties with automotive content, and we dynamically display inventory to self identified car shoppers. We have direct relationships with lots of great properties like LemonFree, ISeeCars, Autolist and Speedlist, to name a few. In addition, we supply inventory to a large number of sites through partnership with aggregators, to ensure we achieve scale.

The automotive digital landscape has changed considerably over the last couple years. A typical car shopper will use over two dozen resources as part of their purchase decision (per Google’s latest Think Auto Study). Thus, today’s car shopping journey is highly fragmented, so this is where LotLinx has focused its business.

You can have confidence in our partners because each has signed a comprehensive agreement with us. It’s not surprising if you haven’t heard of some of them because most are exclusively focused on developing the best auto shopping experience and custom content, with little, if any, focus on selling directly to dealers.

There are two answers to this question. First, our Shopper Targeting platform will only display your vehicles when we have data that shows that a shopper has been actively searching for your make and model, and has been doing that searching in your PMA.  We call this “user declared” because the user explicitly selects the make, model and location he or she is looking to buy. We then “Deeplink” that shopper directly to relevant VDPs on your own website.

Second, with LotLinx, you only pay when we send a unique shopper to your VDPs.  That’s quite a contrast with most display networks, which charge you when your ad is served.

We seek to place your inventory using precision and efficiency. First, our Shopper Targeting platform will only display your vehicles when we have data that shows that a shopper has been actively searching for your make and model in your PMA. We call this “user declared” because the user explicitly selects these details. We then “Deeplink” that shopper directly to relevant VDP on your own website. The shopper gets the precise information they’re looking for when they’re looking for it.

Second, with LotLinx, you only pay when we send a unique shopper to your VDPs from an Affiliated site. You pay once for that shopper from that site, no matter how many times they visit the VDP within that month (… or how many different VDPs they visit that month.) That’s quite a contrast with most display networks, which charge you when your ad is served or per click no matter how relevant the viewer may be.

In the example you provided, the shopper would be cookied for both VINs. We cookie up to four VINs per search.The banner creative we use for Audience Targeting includes 4 vehicles rotating within the banner. So the shopper would be cookied for both VINs and would see both of those vehicles in the Audience Targeted creative. Cookies are good for 30 days.

As a reminder, our dealer customers only pay when we send unique shoppers to their VDP. So all of the Audience Targeting views provide good exposure for your VINs.

If you retarget a shopper when they visit your website, you should keep doing that. LotLinx does not retarget your visitors. Instead, we identify auto shoppers out in the web and expose them to your listings when we have data stating that they have been searching for your make and model within your PMA. Once we drive this unique shopper to your VDP, you will be able to retarget them through your own efforts if you haven’t already closed the sale.

Mobile is extremely important. In fact, about 70% of our VDP views occur on a mobile device. We believe this is because LotLinx serves that low funnel shopper best, like when they are getting ready to make a decision. So make sure your VDPs are optimized for mobile viewing!

LotLinx supplies inventory to hundreds of sites and deploys sophisticated audience targeting methods to find VINtenders who have initiated a make/model/location car search. Each site has its own algorithm to determine how to monetize its listings, with LotLinx focused on delivering overall VDP views to its dealer customers. In some cases, partners prioritize LotLinx listings, and in other cases, they feature other listings. LotLinx, though, is the only solution driving VINtenders to your VDPs instead of to other pages.

While we work to smooth out shopper delivery over the course of the month, spikes in demand are to be expected from time to time as our shopper targeting platform takes advantage of the opportunities or addresses month-to-date underdelivery.

Some examples where a dealer customer might see a spike in shopper activity include:

  • Normal day of week and end of month shopping patterns. For example, according to Google Trends, Saturday is the most popular day to shop for a used car online.
  • New car launches that get significant coverage online.These will drive Shopper interest across the LotLinx Shopper Targeting Platform.
  • Dealer and/or OEM advertising and incentives, which are inherently designed to drive shopper interest.
  • LotLinx recognizing an issue with month-to-date underdelivery, and thus focusing delivery on that dealer. Underdelivery issues could be a result of a feed or inventory issue, or simply a campaign that got off to a slower than usual start.

Bounce rates, the percentage of users who visit only a single page during their session, can be impacted by many things, such as site design, user satisfaction, and Google Analytics not accurately capturing engagement on a page. Sometimes a high bounce rate is an indication of a problem. Other times, it’s an indication of success. A person searching the web for a specific piece of information will be satisfied as soon as they find it. In the case of LotLinx-driven VDP views, shoppers are taken directly to the information they seek. Given that a typical shopper performs 84 searches before buying a vehicle, you can expect higher bounce rates for Deeplinked VDP visits in general.

Since there are many reasons why a user would leave a site without further navigation, b​ounce rate alone is not a good indicator of whether a page or traffic source is performing successfully. To learn more on the topic, we encourage you to download our  video and white paper.

We are the only partner that DeepLinks shoppers from your listings to your own VDPs, whereas other sites aggregate your customers via their lead forms.

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