Page 14 - MIADA-Q3 2023

How to Drive Success with Facebook

Advertising for Car Dealerships

By Sean Toussi, CEO & co-founder, Glo3D.com

In the automotive industry, the influence ad campaign, start by selecting a campaign The approach varies based on the
of social media on car buying decisions objective, such as “Catalog Sales” to dealership’s size. For dealers with more
is substantial. 44% of car buyers visit a showcase inventory and generate sales or than 50 vehicles, add inventory by creating
dealership’s social media accounts when “Reach” to maximize ad visibility within and uploading a vehicle feed in Catalog
deciding which automobile to purchase, your target audience. Understanding the Manager, ensuring all required fields are
and 38% of car shoppers rely on social three key components of a Facebook ad— included. Utilize Vehicle Sets to group
media to assess the dealership’s friendliness Campaign, Ad Set, and Ad—is crucial. At vehicles together. For smaller dealers with
and professionalism. To effectively the campaign level, define your advertising fewer than 50 vehicles, manually add
achieve advertising goals using Facebook objective. Within the ad set, fine-tune vehicles to the Vehicle Catalog in Catalog
advertising, dealerships must have your strategy by setting parameters like Manager, providing the necessary details
specific requirements. Let’s explore these targeting, budget, and scheduling. Finally, for each vehicle. Apart from the size of
requirements and gain insights into the the ad itself consists of creative visuals to your car dealership, you need to associate
automotive industry: captivate and engage your audience. a pixel or mobile SDK with the catalog for
tracking and optimization.
1. FACEBOOK PAGE 4. META PIXEL
A Facebook Page is an essential tool By implementing the Meta Pixel on your 6. ATTRIBUTION & OFFLINE EVENTS
for reaching your audience across website, you can target users who have Traditional marketing attribution tools
both computers and mobile devices. It visited your site with automotive inventory often rely on cookies and last-click
allows you to showcase your business ads. The Meta Pixel tracks user actions, attribution, which may not provide a
information, engage with customers such as viewing specific vehicles or complete and accurate understanding
through posts and messages, run targeted entering payment information, allowing for of the impact of your ads on business
advertisements to increase awareness and targeted ad delivery to potential customers outcomes. Gain valuable insights into
drive sales, and obtain valuable insights more likely to purchase. To optimize the the impact of your ads with Facebook
based on user actions. effectiveness of these ads, it is essential to Attribution, a powerful tool that measures
Facebook Page helps car dealers build a integrate custom data events into different and analyzes ad performance across
brand and community value. Also, they website pages. These events should include multiple publishers, channels, and devices.
can execute, monitor and review content specific parameters, such as make, model, Car dealers can understand the actual
performance and set specific permissions and year, to enhance the ad’s relevance. value of the ads and identify the most
for their employees to help manage the Additionally, establishing a connection effective campaign strategies. Most dealers
dealership’s page. between your Facebook pixel and the find a 90-day, even-credit model for vehicle
catalog ensures seamless functionality for a sales effective, providing fair estimates
2. META BUSINESS MANAGER successful advertising campaign. across touchpoints. Also, you can combine
Meta Business Manager enables advertisers Attribution with offline events to connect
to securely share assets, such as Facebook 5. VEHICLE CATALOGUE sales back to your advertising efforts. This
Pages, Instagram accounts, audience lists, A vehicle catalog is a comprehensive integration lets you measure how Meta
or product catalogs, among multiple team collection of product information for the ads contribute to real-world outcomes,
members. It controls user access and inventory you want to advertise. While providing a comprehensive understanding
permissions for ad accounts, pages, and advertising your complete inventory is of campaign effectiveness. n
apps while efficiently tracking ad spending recommended for maximum exposure,
through comprehensive overviews and you can also focus on specific subsets of Sean Toussi serves as the CEO and co-
detailed views. your offerings using Vehicle Sets. Vehicle founder of Glo3D.com. He is expert in new
Sets allow you to curate particular groups technology trends and the auto industry and
3. META ADS MANAGER of vehicles to feature in your ads. For is regularly featured in publications such as
Meta Ads Manager is a centralized example, you can create a Vehicle Catalog Forbes, Digital Dealer magazine, and UCD
platform that simplifies the creation, with your entire inventory and establish magazine. Additionally, he is a member of
management, and tracking of ads across a Vehicle Set exclusively for advertising Forbes magazine’s technology counsel, BoA
Facebook, Messenger, Instagram, and trucks, while another set can be dedicated of NY Auto museum and speaker at the UN
Audience Network. To create a successful to promoting vans. economic forum and NIADA conferences.