Car retailers are wasting £37m a year on online advertising, according to used car website fish4cars. It claims poor quality ads with no pictures cost £17m in wasted advertising spend, while ads lacking basic details such as colour or number of doors cost a further £20m.
The classified ads site says that 17% of adverts posted on the site in October did not feature photographs, which prospective buyers believe is the most important factor when browsing ads online.
Fish4cars sales director Colin Mathieson says: “Despite the 2008 market being worth an estimated £110m, a large proportion of retailers aren’t using their resources in the most appropriate way. In our experience, we have found that a lot of businesses are wasting a huge amount of their online spend because they are making basic errors when it comes to their adverts.”