Facebook announced Friday the next iteration of its dynamic ads for the auto . The ads have been renamed "Automatic Inventory Ads" and will provide a new level of retargeting functionality, allowing car dealerships to target users who have visited pages, apps, and vehicle-related sites on the web. The new advertising product will be deployed globally on January 25th at all dealerships and will be available on Facebook, Instagram and Audience Network.
Why You Should Care
The new "enhanced" automotive inventory announcements will allow dealers to target a much larger audience. Facebook's original dynamic Facebook ads allowed Facebook Pixel dealers to target ads based on who visited their website. With this latest version of the ad product, retargeting features are now based on user visits to automotive-related sites on the Web, not just the advertiser's website.
"Here's how ads work: let's say that someone does research and comparing vehicles on several car and dealer sites. The car inventory listings allow dealers to download the inventory of their car with details such as make, model, year and place. We then automatically generate personalized ads showing the most relevant vehicles to the right audience, "writes Facebook.
Trace Przybylowicz, head of automotive industry relations on Facebook, says that new ads are a natural evolution of Facebook's advertising offer on Facebook. rooted in consumer behavior. According to Przybylowicz, the first ads of Facebook's dynamic ads for the auto have been designed to be effective; the new ads have been designed to attract car buyers further into the sales funnel.
Among the beta users of the ad product was a Santa Monica Lexus dealer who saw 3.2 times more pages viewed on the detail page and a cost three times lower. per vehicle detail page compared to previous campaigns. Another dealer, Castle Chevrolet, reported a 27% increase in its reach using automatic inventory ads.
Learn more about the news
A study commissioned by Facebook by Accenture found that 63% of Internet users discover new cars online and 53% of them they opt for online sales. According to Facebook, users can choose not to display car inventory ads by clicking on the three points located in the upper right corner of the ad. Ads for Car Dealers in November 2017.
About the Author
Amy Gesenhues is the journalist responsible for the lorries. General assignment of Third Door Media, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has collaborated on various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.