The Next Step in Online Advertising
Cronic Chrysler Dodge Jeep RAM wanted to take their Facebook advertising to the next level. The dealership had already been using social media advertising on Facebook but wanted to drive more traffic to vehicle details pages for used cars. Working closely with Naked Lime specialists, Cronic was able to come up with a strategy that easily combined their current social media advertising plan with a new option, Automotive Inventory Ads (AIA).
What's the Difference?
For the consumer, the AIA and standard Facebook ads look almost the same.
The main difference is the process that takes place in the background to ensure your advertisements are up-to-date, accurate, and relevant to the individual consumer.
Automotive inventory ads use your Facebook pixel to show ads to in-market shoppers, including your recent website visitors. They were specifically built to retarget individuals ready to buy. These ads allow dealers to upload their entire catalog of vehicle inventory with details like make, model, and year. Dynamic ads are then automatically generated to show the most compelling inventory and vehicle features to the right audiences, driving them to vehicle detail pages, lead submission forms, or other retail actions.
Without Automated Inventory Advertising, the process of making sure the vehicles you advertise on Facebook align with your inventory is tedious and time consuming. It is manual, which allows for potential human error or delays.
With AIA, as your inventory is updated, the ads you show on Facebook are updated automatically. As new vehicles are added, ads will be created. As vehicles are marked sold, they will be removed from the feed.
Automotive Inventory Ads are more likely to show consumers exactly what they want to see. For example, if a customer views a 2016 Silverado truck on your website, Facebook can target them with that vehicle and similar models from your inventory to keep their interest. When ads show what a customer is specifically looking for, the odds of better results increase.
Results
Immediate Results
A standard sponsored Facebook Advertisement, costing the dealership $600.
After putting Automotive Inventory Ads to the test, Cronic Chrysler Dodge Jeep RAM was able to see the difference it made right away.
First, we compare one standard Facebook advertisement to one Automotive Inventory Ad
An Automotive Inventory Ad, costing the dealership $500.
Looking at this initial comparison, we see for $100 less in ad spend, the Automotive Inventory Ad outperformed the standard social media ad by almost double in clicks.
The dealership paid for roughly the same amount of impressions, or how many times the advertisements showed up in Facebook users’ feeds, but earned a higher number of clicks because the advertisements were more relevant to the audience.
Long-term Results
Cronic continued to use this new Facebook advertising strategy to gain deeper insight into how it could help them reach their goals. After using AIA for three months, they were experiencing huge increases in used vehicle detail page views, site sessions, and sales opportunities.
In January, the dealership had not yet started using Automotive Inventory Ads. They were only using standard Facebook carousel ads. The dealership started using Automotive Inventory Ads in February.
Recommendation
Social Media is a great way to advertise anything from dealership events to service specials to a used vehicle you need to get off your lot. But the way to get a customer to take the next step is to deliver ads based on their recent online behavior. Automotive Inventory Ads allow you to do that while automatically highlighting your real-time dealership inventory.