Taking Facebook Advertising to the Next Level for Automotive Dealerships Part One: The Basics

In a previous article, we discussed advertising your business on Facebook with little to no budget. Facebook is one of the most effective social media platforms, with over 221.6 million members in the United States alone, and it provides both organic and paid promotion opportunities for your brand.

Advertisers may use Facebook advertising to accomplish a variety of marketing objectives, such as boosting brand recognition and improving website conversions. As said, there are both free and paid advertising options. However, your best alternative is to choose the paid way since this will enable your advertisements to obtain greater traction. You may acquire even more traction by enabling 7Social's specialists to perform all the work for you.

While this article is geared mainly toward automotive dealerships, all businesses can take what is written and apply it to their own inventories and business models. Social media, after all, is for everyone!

Our Packages

At 7Social, we have five packages specifically focused on Facebook Advertising!

Facebook Page Creation, Setup, and Management

Starting out at $995 per month, our experts will assist with the development, configuration, and administration of your Facebook page. If you already have a Facebook page, we will assess it and make any required adjustments to improve its performance. Our staff will publish on your behalf to expand your audience, but a budget for advertising is still recommended. It’s perfect for starting your road to brand recognition.

This package includes the following items.

• 5 Weekly Posts That Are on Topic To Drive Engagement.

• Basic Chatbot Creation / Deployment

• Facebook Pixel Installation

• Page Creation / Audit

Level One

The Level One package generates about 80 to 150 new leads. This package starts at $2500 per month and contains everything included in the "Page Creation, Setup, and Management.

It also includes the following items.

• Ad Optimization & Management

• Combination of Leads, Messenger & Newsfeed Ad Types

• Custom Ad Copy & Creative for All Facebook & Ig Ad Sizes

• Custom Audience Creation

Level Two

This bundle begins at $5,000 per month and includes everything available in the Level One package.

It also includes the following items.

• Ad Optimization & Management

• Combination of Leads, Messenger & Newsfeed Ad Types

• Custom Ad Copy & Creative for all Facebook & IG Ad sizes

• Custom Audience Creation

• Services from PC, S&M Package

• Site & CRM Retargeting Ads from Pixel

The Level Two package generates 150-300 new leads per month.

Level Three

This package costs $7,500 a month and produces 250 to 500 new leads per month.

In addition to the contents in the Level Two package, the Level Three package contains the following items.

• Ad Optimization & Management

• Combination of Leads, Messenger & Newsfeed Ad Types

• Custom Ad Copy & Creative for All Facebook & Ig Ad Sizes

• Custom Audience Creation

• Lead Follow-Up & Re-Engagement

• Services From Pc, S&M Package

• Site & CRM Retargeting Ads from Pixel

Level Four

This monthly bundle costs $10,000 and generates 350 to 700 new leads.

In addition to the items in the Level Three package, the following are included.

• Ad Optimization & Management

• Combination of Leads, Messenger & Newsfeed Ad Types

• Custom Ad Copy & Creative for All Facebook & IG Ad Sizes

• Custom Audience Creation

• Services From PC, S&M Package

• Site & CRM Retargeting Ads from Pixel

Benefits of Facebook Advertising

Did you know that 72% of individuals feel confident in their ability to comprehend all of the options and features offered on a vehicle without visiting a dealership or speaking with a salesperson? You're well on your way to selling without committing the time and effort of selling in a shop if you have a catalog-based solution to facilitate discovery.

Because they dynamically expose the most enticing models to the relevant audience, Automotive Inventory Ads are the ideal answer for you, the dealer, aiming to deliver frictionless solutions for your consumers.

Automotive offer advertisements are dynamic ads that show consumers who are looking for a car messages with unique and relevant offers.

Suppose you're an automotive advertiser who's already utilizing dynamic advertisements. In that case, we propose switching to Facebook to have access to a model designed specifically for the automobile industry. You submit a collection of vehicle offers with any relevant facts about offers connected to your car models and other criteria, such as special financing or cash back, with automotive offer advertising.

Facebook detects potential purchasers based on their purposes, such as website visits or Facebook activity. They then combine the correct model with the right offer to produce a captivating ad that motivates the potential consumer to act. Automotive offer advertising enables you to present automobile purchasers with relevant and timely discounts to help you seal the transaction. Listed below are some of the most significant benefits of utilizing Facebook ads for your car business.

Deals That are Tailored to Each and Every Potential Buyer

Facebook uses consumer intent to detect potential buyers and generate a tailored ad that features the most appropriate car and offer for that buyer. The interests that in-market consumers display on your website and on Facebook might be indicators of customer intent.

Online Car Buying Experience

Online, serve the proper offer to the right user, regardless of the gadget they're using. Consumer behavior on desktop, mobile, and tablet will be taken into account in your adverts.

Scalable Dynamic Ads

Your offer advertising will develop combinations that get the highest results when your inventory levels or applicable incentives vary.

Compliance Simplified

With a 1-click disclaimer or text overlay, you may reveal critical legal information when marketing financial services for your dealership.

The Facebook Ad Experience

Types of Ads

Your marketing goal determines the ad forms you can utilize. Your goal may have an impact on where your adverts appear (Facebook, Instagram, Messenger, Audience Network).

Image Ads

With the use of a single photograph and an optional footer, image advertisements allow you to showcase your automotive inventory and service. From Advertisements Manager, you may create image ads or promote a post that contains an image from a Facebook Page. Images of your product or brand are recommended.

You can use Image Ads to accomplish the following.

• Deliver an uncomplicated message. Make a statement that encourages people to act, such as purchasing a product or visiting your website to learn more about your services.

• Image advertisements may be seen in many places on Facebook, Instagram, Audience Network, and Messenger. They can have different aspect ratios based on the location and whether or not the image has a footer.Increase interest in your brand or services. Use a striking photo to demonstrate your brand's individuality and encourage people to like and follow your Facebook page

• Raise awareness of your products. To persuade people to learn more about a product, use an appealing image of it.

Best Practices For Image Ads

You may use any of the supported image formats to create picture advertising. We recommend using a JPG or PNG file for the best results.

BMP	IFF	JPEG	TIFF
DIB	JFIF	PNG	WBMP
HEIC	JP2	PSD	WEB
HEIF	JPE	TIF	XBM

Here are the best practices for Image Ads.

• Avoid placing excessive text on the image itself. Although there is no limit to the quantity of text that can be included in an advertisement's image, we've found that images with less than 20 percent text perform better.

• Focus on your message. Cropping closely around the key area of the image will keep your audience's attention. The carousel format is recommended for displaying numerous pictures in the same ad.

• Preview your ads. Use Ads Manager Preview to see your ads on computers and phones as they would be seen by your target audience. You may get a preview of your ad during the creating process.

• Show off your product, service, or brand. People swiftly navigate through Facebook and Instagram. To effectively express your message, show what you're offering, your brand, or your emblem.

• Testing your advertisement is the best technique to determine what your audience responds to best. As you determine the most effective creative strategy for your advertisements, consider the following best practices.

• Use high-resolution images

• Use the recommended aspect ratio for each placement. Different aspect ratios are required for different arrangements on Facebook, Instagram, Messenger, and Audience Network. For example, for Facebook Feed, you might want to use a 1:1 ratio, while for Instagram Stories, you might want to use a 9:16 ratio. You may utilize the asset modification option in Ads Manager to use the same picture in numerous places and ratios.

Video Ads

In feed, adding movement to your adverts might help them stand out. You may create video advertisements in the ads manager or promote a post from your Facebook page that contains a video.

You may utilize video advertising to do the following things.

• Capture attention quickly. To fascinate and interest your audience, create videos that are 15 seconds or shorter.

• Deliver a single message.

• Make a clear, basic message that encourages individuals to take action, such as purchasing a product or visiting your website.

• Multiple objectives can be used to create video advertising. Video advertisements are available in a range of aspect ratios across Facebook, Instagram, Audience Network, and Messenger, depending on the placement. Varying places allow for different video durations, while shorter films on mobile devices are typically more interesting. You may upload your own movie or use our video creation tools to create a video from photographs when creating video advertising.

• Show off your product, service, or brand in new ways. Use video to demonstrate unique features or to explain your company's narrative.

• You may utilize the asset modification option in Ads Manager to use the same video in numerous places and ratios.

Best Practices for Video Ads

Best practices for making mobile video advertising for Facebook, Instagram, Messenger, and Audience Network are listed below.

The following video formats can be used for video advertisements. We recommend GIF, MOV, or MP4 for the best results.

3G2	DIVX	MKV	MPEG4	QT
3GP	DV	MOD	MPG	TOD
3GPP	F4V	MOV	MTS	TS
ASF	FLV	MP4	NSV	VOB
AVI	GIF	MPE	OGM	WMV
DAT	M2TS	MPEG	OGV	QT

Here are the best practices for Video Ads.

• Before you begin, keep in mind that your video ad might have numerous aims. The Video Views aim is recommended for reaching those who are most likely to watch your video. Use a recognized file format and double-check that your video matches the minimal requirements for successful ad delivery.

• Capture attention quickly: Make the most appealing section of your video the very first thing you see. We recommend that you keep your films brief in general; however, some places allow for lengthier recordings. Videos can be up to 120 seconds long on Instagram Feed and Audience Network and up to 240 minutes long on Facebook Feed, Marketplace, and Messenger Home.

• Design for sound off: In many instances, such as in public places, people prefer to watch videos with the sound turned off. When feasible, combine text and visuals with captions

• Feature your product or brand message early: Just as you want to grab people's attention right away, make your brand identity stand out straight away so they can see and remember it. If you're going to repurpose an existing video, make sure your product or brand is shown inside the first 15 seconds.

• Keep your videos short: Make your video 15 seconds or less long to encourage them to watch all the way through. Instagram Stories and Facebook in-stream placements are also available for video advertisements that are 15 seconds or less. Trim existing footage that wasn't created with mobile in mind if you wish to use it.

• Use vertical or square video: Because most users hold their phones vertically, opt for a vertical or square aspect ratio to maximize screen real estate. 4:5 vertical video advertising is effective on Facebook, Instagram, and Audience Network. For each ad placement, you may also crop your video.

Carousel Ads

Carousel advertising can contain up to ten pictures or videos, each with its own link, deadline, description, and call to action. People swipe their mobile devices or click the arrows on their computer screen to browse around a carousel.

These are great for vehicle detail pages and promoting specific sales or events.

Carousel Ads can help you achieve the following goals.

• Carousel advertising may be created using Ads Manager or your Facebook Page. Carousel advertising may be seen in a variety of places on Facebook, Instagram, Audience Network, and Messenger. You may analyze your performance with carousel ad stats after your ad has begun to run.

• Create a larger canvas. To create an immersive ad experience, combine all of your cards into one enormous image.

• Explain a process. Demonstrate how your company operates in a step-by-step manner.
  

• Feature multiple products that link to different landing pages. Increase your clickthrough rate by giving clients additional alternatives.

• Highlight multiple features of a single product. To further educate buyers, provide multiple views or aspects of the product.

• Sell the benefits. Use graphics and/or videos to demonstrate the benefits to potential consumers if your company is in the service sector.
  

• Tell a story. To demonstrate an engaging tale, use photographs and/or videos in succession.

Best Practices For Carousel Ads

Here are some of the best practices for Carousel Ads.

• Pair with the perfect landing page. Take consumers who click on a carousel card to specific product pages if you're a huge company with a lot of inventory. Suppose you have a modest inventory, direct consumers who click on a carousel card to a website that lists all of your items in that category.

• Provide a variety of links. Provide a link to the product highlighted in each carousel card if you wish to promote several items or services. For example, in a carousel card with a blouse, provide a link to your blouses, and in a carousel card with shoes, include a link to your shoes. You may utilize your carousel ad to advertise external websites, Facebook Pages, Facebook events, and Facebook offers.

• Reach out to your customers. Use product pictures to target those who have visited your website's product pages. When marketing to potential customers, use lifestyle pictures.

• Show the best-performing cards first. The carousel format allows you to test numerous pieces of creativity at once and rank them according to how well they work. Then you may replace or delete any carousel cards that aren't operating well. You'll want to opt-out of this feature when creating your ad if you're using the carousel format to convey a sequential tale or as a canvas for one lengthy picture.

• Tell your story with all the available carousel components. Images and/or videos are eye-catching but don't overlook catchy headlines, descriptions, and call-to-action buttons that provide context, depth, and encouragement. Each carousel ad can have up to ten cards.

• Use a large product set. If you choose to use a product set from your catalog for your carousel ad, we recommend that you select a fairly broad set. To display in your ad, items must be in stock, not rejected, and not variants of the same product. If the number of available items in the set ever falls to less than 2, your carousel ad turns into a single image ad or stops running.

• Use images and/or videos that are cohesive and engaging. Take photos and/or videos from the same session or that have a similar mood. When using videos in your carousel ad, we recommend that each video has a square (1:1) aspect ratio.

Instant Experience Ads

Instant experience is a full-screen experience that appears when a mobile user touches your ad. You may remember these type of ads under a different name, Facebook Canvas.

Use Instant Experience to do the following.

• Add more content to your ad. Create your own Instant Experience or select from a variety of themes. With detailed language, imaginative components, buttons, and links, you can lead customers through your experience.

• Capture the attention of your audience. Instant Experience loads quickly, extends to full screen, and works with all pictures, video, Carousel, and collection formats.

• Highlight your products or services. Create engaging visual experiences to showcase your products or services. Connect your catalog with select templates to use more features.
  

• Instant Experience ads can be found in the mobile Facebook Feed, Facebook Stories, Instagram Feed, Instagram Stories, and other placements. The possible placements are determined by the format of your ad and the Instant Experience components.
  

• People may watch movies, scroll through photographs in a carousel, examine goods in your catalog, explore images with tagged products, and touch buttons to travel to other websites inside an Instant Experience.
  

• Tell a story about your brand. Create your own Instant Experience or select from a variety of themes. With detailed language, imaginative components, buttons, and links, you can lead customers through your experience.
  

• You can analyze the outcomes of your advertisement using analytics provided by Instant Experience. Among the metrics are Instant Experience View Time and Instant Experience View Percentage.

Collection Ads

When a user interacts with the collection format, an instant experience with many items open. Customers may use their phones to explore, browse, and buy things in a visual and engaging way. The collection format includes an instant experience, which allows individuals to find, browse, and purchase items and services in a visual and interactive way from their phones. Your collection ad features a cover picture or video, as well as many goods beneath it. A full-screen instant experience appears when someone touches on the ad.

You may accomplish the following by collecting advertising.

• Converting demand into sales is a must. Encourage customers to continue shopping on your website or app if they're interested.

• Demonstrate your product catalog. Include photographs of a variety of products or services to highlight unique items and encourage multiple purchases.

• On mobile devices, provide a fluid browsing experience. In a full-screen experience, those who tap on your ad may explore additional goods or learn more about your offering.

• Promote the discovery of new products. To engage consumers, combine video or pictures with relevant merchandise.

Collection advertising may be sent on Facebook Feed, Instagram Feed, and Instagram Stories, among other placements. Depending on the placement, the number of goods shown beneath the cover picture or video may differ.

The collection format includes an Instant Experience, which allows individuals to find, browse, and purchase items and services in a visual and interactive way from their phones. Your collection ad features a cover picture or video, as well as many goods beneath it.

Best Practices For Collection Ads

Here are some of the best practices for Collection Ads

• A full-screen Instant Experience appears when someone touches on the ad. You may utilize the following best practices to achieve your company goals when creating a collection ad.

• Add a URL parameter to your ad. When consumers engage with your collection ad, provide a URL parameter to assist in determining where your ad traffic is coming from. You can track the number of individuals who follow the link to your website rather than your items if you include the URL parameters to your destination URL.

• Allow Facebook to dynamically select which products are shown. Use the dynamically selected feature in the Products Featured in Feed section to allow Increase interest in your ad and inspire visitors to click on your items by using an eye-catching image or video. For the best aspect ratios and design standards for each location, consult the Facebook Ads Guide.

• Include a cover image or video that captures attention. To enhance attention to your ad and inspire visitors to click on your items, use an eye-catching image or video. For optimal aspect ratios and design standards for each location, consult the Facebook Ads Guide.

• Highlight a variety of products. Choose a choice of items to present in the photos underneath your cover image or video if you don't want Facebook to dynamically choose your products. This will inspire visitors to click and explore more of your products.

• Show where your products appear in lifestyle photos. Enter the product's name or ID, and then choose the region in the photo where the product appears to help customers discover your product more easily.

• Send people to a destination that includes multiple products. Include more goods in your destination website or app than those presented in your ad to encourage more product discovery.

• Use a large product set of more than 50 products. To maximize the diversity in your ad, provide a big product collection. You'll need a minimum of four goods to connect a catalog with your collection ad. A broad product set helps Facebook to present the most relevant goods from your product set, encouraging visitors to look at more of your products on your website or in your app. Additionally, when a product runs out of stock, your product set immediately refreshes to show consumers what is currently available.

Final Thoughts

A significant amount of effort goes into developing a Facebook marketing plan. Making the ideal ad campaigns cost time and money. One option to take the burden off of your team's shoulders is to hire an expert marketing firm like 7Social to handle everything for you.

We have years of experience in the automobile business at 7Social, ranging from marketing to sales. We've figured out what works and what doesn't. Our Facebook advertisements are certain to provide your dealership the leads it desires!

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