A better outcome for retailers and consumers
Our advertising packages are evolving from 4th May, to offer retailers more consistent response and consumers a more consistent experience across platforms.
We’re also placing more importance on relevance and offering new ways to drive growth from Auto Trader, amplifying your existing response with our new Search Advantage, further rewarding retailers who provide adverts buyers love.
Amplify your response across all platform
Our new advertising packages offer increasing levels of performance across all platforms, rather than asking you to choose visibility on mobile or desktop. This new cross-platform approach means that you get more consistent response uplifts across platforms and buyers will get the same search results whatever device or platform they search on.
Adapting to changing buyer behaviour
Today, 79% of our desktop visitors also visit on mobile devices. Showing different search results to buyers on different platforms no longer reflects consumer behaviour and can lead to a confusing experience for your prospective buyers.
Priority for quality
Our new packages build on the success of the relevance sort order we introduced over a year ago which replaced ranking by price.
By offering cross-platform priority on all packages, we’re removing some of the hard boundaries between package levels on different platforms and our packages now build on your natural response, offering increasing cross-platform benefits as you move through the packages. The harder your adverts work and the more buyers love them, the more of an advantage they’ll gain.
Selecting the right package for you
We’re offering you new ways to drive growth from our platform and our packages are designed to offer you a clear choice to select the level of response you need to meet your business goals. Ultra is our new top-tier package and offers the best performance possible on Auto Trader, building on your existing response with our new Search Advantage+ to propel your adverts higher in search on all platforms.
Search Advantage Plus
Get the best performance possible with double the Search Advantage over Super
Get ahead in search with our new Search Advantage mechanism
Enhance your performance with vehicles displayed in Promoted positions in search
Get your adverts into the top tier of search meaning you appear above starter on all devices
A good place to start, your vehicles appear on the UK’s largest automotive platform
How do you produce adverts buyers love?
Our relevance sort order is a machine learning algorithm, powered by how consumers react to adverts on our platform and ranking those buyers love higher. Retailers with well-advertised, well priced and carefully sourced vehicles will gain more of a natural advantage through relevance. We talk through these fundamentals in the Pricing and Advertising module of our free RPM (Retailer Performance Masterclass) course.
Catch up on our recent webinars
We’ve covered the package changes and gone more into advert quality on two recent webinars, which you can watch back on demand.
Frequently Asked Questions
Changes to our advertising packages
Our current packages will no longer exist after 4th May. All customers are being moved to the new package that best fits their current package, for most this means no change to the cost paid or the response your adverts receive. We are just changing how that response is delivered resulting in a better overall experience for our retailers and consumers.
Our relevance sort order is a machine learning algorithm, powered by how consumers react to adverts on our platform and ranking those adverts buyers love higher. Retailers with well-advertised, well priced and carefully sourced vehicles will gain more of a natural advantage through relevance. We talk through these fundamentals in the Pricing and Advertising module of our free RPM (Retailer Performance Masterclass) course. Watch them here.
It’s certainly possible, but not every time and not in every instance. All adverts from retailers on Standard and above will appear in the same “tier” in search, meaning they are sorted by relevance. Customers on Enhanced also benefit from promoted positions and our Super and Ultra packages offer a fixed Search Advantage which gives an uplift on top of the advert's natural relevance ranking, moving it higher up in search. However, advert relevance will play a huge part so it is feasible that an advert could pull ahead of a Super or Ultra advert.
The uplift is fixed and in line with the cost increase of that package compared to Standard. We will analyse advert performance on different package levels once the new packages have been live for a period of time so that we can give an accurate view to customers on the real-world performance of packages and what you can expect if you upgrade.
It would be the same as today. Resorting would remove package impacts, so consumers would see the natural order regardless of factors such as quality. The majority of consumers leave the sort order at default Relevance which allows us to deliver significant and consistent performance uplift through our package tiers.
These packages are unaffected by this change, adverts on the Starter and Basic package will still appear behind adverts from customers on high packages cross-platform. We no longer sell the Basic package, so no new customers can join on Basic and if an existing customer moves off it, the option isn’t there to return.
These changes apply to the car and van advertising channels, so these changes apply to any customer with an advertising contract for car or van.
Do you need more from Auto Trader to hit your business goals?
Our team of experts can provide you with a 1:1 business review to understand your goals on Auto Trader and make sure you’re on the right advertising package for success.