Today, Facebook announced the release of a new version of dynamic ads for the automotive industry available on Facebook, Instagram, and Audience Network. These “auto inventory ads” offer businesses more retargeting options designed for use by car dealerships and marketing agencies. Now, campaigns can target Facebook users who have visited any car-related pages, apps and sites across the Internet.
How It Works
The strategy of targeting ads towards specific prospective buyers is nothing new – and it has been proven to work – but tactics are constantly evolving for the better. Utilizing improved retargeting can help businesses compete for audience interest at a different point in the sales funnel. This creates an advertising environment where car dealers can connect to a previously untapped market.
With old Facebook dynamic ads, auto businesses could only target users who have visited their own dealership website, Facebook page, or app. Now, with the latest auto inventory ads, these same advertisers can target users who have visited any auto industry website, Facebook page, or app. These adjusted options are designed to reach potential customers the moment they decide they want to purchase a new vehicle, no matter where they are in the research process.
Facebook says the changes will “allow manufacturers and dealers to upload their vehicle catalog with relevant details such as make, model and year. [They] automatically generate ads that show the most compelling inventory to the right audiences—driving them toward vehicle detail pages, lead submission forms or other valuable places.”
These new ads have already proven effective for the auto industry:
- A Santa Monica Lexus dealership saw 3.2-times more vehicle detail page views and three-times lower cost per vehicle detail page view compared to previous campaigns.
- A Chevrolet dealership is reporting a 27% increase in reach after using the rebranded product.
With results like that, it’s only a matter of time until more car dealerships jump on the auto inventory ad bandwagon and start leveraging Facebook’s retargeting functionality to help grow their business.
Here at Brawn Media, we’re already building campaigns for our clients that feature the latest dynamic auto inventory ads, and we’re excited to see how they’ll impact their bottom line. If you want to learn more about how we can help your car dealership achieve great results with Facebook’s dynamic auto inventory ads, contact us today.