Dealer Website Inventory Feeds, Done Properly
Keeping vehicle inventory on a dealer website synchronized with the dealer management system.
Marcus Adeyemi
What is at stake
Stale inventory wastes advertising spend and frustrates buyers who arrive for a vehicle that has sold.
The playbook
- Automate frequent inventory synchronization
- Remove sold vehicles promptly
- Keep pricing consistent across channels
- Mark up listings with structured data
- Monitor feed errors
Where it goes wrong
Avoid:
- Manual inventory updates
- Sold vehicles left advertised
- Prices differing between site and ads
- Silent feed failures
The numbers behind it
| Measure | Figure |
|---|---|
| Feed frequency | inventory changes daily and feeds must keep pace |
| Vehicle data | specifications, images and pricing come from several sources |
| Advertised availability | advertised vehicles must be genuinely available |
| Structured data | vehicle listings can be marked up for search |
Getting outside help
When to hand it over: Bring in help when dealer inventory volumes grow.
Where this comes from
- Google Search Central — Structured data general guidelines
- Federal Trade Commission — Advertising FAQs: A guide for small business
The figures and practices above come from the sources listed.
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