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Using Inventory Deep Links As Digital Advertising and Paid SEM Landing Pages

With all the discussions around microsites and landing pages I wanted to take the time to share what I consider to be a best practice in the use of deep links hooked up to keywoord enriched URL's used in online advertising and Paid SEM campaigns focused on inventory. Listed below is a fairly typical deep link set up for a dealership. The store's primary web site can be found at www.CourtesySanDiego.com and they have a separate Corvette micro site at www.CaliforniaCorvetteKing.com , but check out these deep links into inventory presorts:

NEW:

Corvette Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Tahoe Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Silverado Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Avalanche Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Suburban Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Cobalt Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Impala Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Malibu Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Aveo Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Colorado Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Equinox Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Uplander Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...

USED:

Chevrolet Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
GMC Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Toyota Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Nissan Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Honda Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Ford Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Dodge Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Jeep Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
BMW Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Mercedes-Benz Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Audi Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Volkswagen Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...
Chrysler Specials à http://www.courtesysandiego.com/ou/san-diego-chevrolet/console.do?p...

Other Deep Linked URL Examples Into model specific content within the Dealership's Primary Site include the following domains connected to the store's Virtual Test Drive content from within their web site at www.CourtesySanDiego.com:

www.SDImpala.com
www.SDSilverado.com
www.SDTahoe.com
www.SDAvalanche.com
www.SDMalibu.com
www.SDCobalt.com
www.SDCorvette.com
www.SDEquinox.com
www.SDTrailblazer.com

Clicking on the above links will also demonstrate how important it is to maintain your URL portfolio for model year changeovers... Each of the above should point to the corresponding 2008 Virtual Test Drive, but the person assigned to manage and handle the dealership's domain portfolio is obviously not paying attention to some of the job's tasks and has not reassigned the URL's to pint to the 2008 Virtual Test Drives... They still point to the 2007 Virtual Test Drives.

Views: 58

Tags: Advertising, As, Deep, Digital, Inventory, Landing, Links, Pages, Paid, SEM, More…Using, and

Comment

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Comment by Alexander Lau on October 7, 2014 at 8:23am

Better get your inventory schema going folks, keyword manipulation is going to DIE and quickly!

http://www.mediapost.com/publications/article/235593/preparing-for-...

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