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Taking Facebook Advertising to the Next Level for Automotive Dealerships Part Two: Advanced Tactics

Updated: Jul 26, 2022




If you’ve recently read part one of our series on using Facebook for advertising your dealership, then you know it is a powerful tool for getting your cars out into the world and converting your audience into customers. Now we want to go more in depth about two kinds of Facebook Ads to help you on your way. These ads are Automotive Inventory Ads and Automotive Offer Ads.



Automotive Inventory Ad


Let’s start with the first. Why are automotive inventory ads so important? Unlike dynamic ads, inventory ads are designed to target and retarget car buyers who are actively looking for a new or used vehicle. The automotive inventory ad uses a pixel on your website, or SDK in your app to track users and see what actions they are taking and what kinds of vehicles they are looking at.


Facebook's automotive inventory advertisements allow you to automatically market your full car inventory to the most appropriate audience, regardless of device. Depending on the ad placements you pick, your auto inventory advertising might display on Facebook or Instagram.


There are four steps to creating an automotive inventory ad and we will be going over all four here.

Benefits of Automotive Inventory Ads


Quick and Easy One-Time Setup.


Automotive inventory advertising are automated, efficient, and customizable; you just need to set up your campaign once to market your whole inventory, as opposed to creating each ad individually.


Target Potential Customers Who are the Most Likely to Make a Purchase.


With automotive inventory advertisements, you can automatically deliver ads with real-time availability and price to individuals based on the automobiles they indicate a desire to buy.


Reach Potential Customers Across Several Devices.


Your advertisements will display on web and mobile, independent of the device that was used to view your goods first.


Remove the Frustration Caused by Delayed Mobile Page Loading Times.


When you employ automotive inventory advertisements with a Facebook destination, you will link customers to a mobile-optimized car detail page that has all the pertinent information about your vehicles instead of waiting forever for a desktop ad to load.




Catalogs

To get started, you will first need to create a catalog of your inventory! Catalogs are a great way to show off the vehicles you have for sale, and you can even use them to establish vehicle sets to better target customers, such as a set that shows nothing but trucks!


If your inventory contains 50 cars or less, Facebook suggests setting up a catalog manually in Commerce Manager. Otherwise, you should upload to Commerce Manager via a vehicle feed. We will be going over both methods here today.

Manual Commerce Manager Upload

1. Login to Facebook and head over to Commerce Manager.

2. You can now start creating your catalog:

a. If this is your first time uploading vehicles from your automotive catalog, click b. Get Started. Click Create Catalog followed by Get Started.

c. If you have at least one catalog, all of your catalogs will be shown. Choose . 3. Add Catalog to create a new catalog.

4. Select Auto and then click Next.

5. Select the account for Meta Business Manager to which your catalog belongs. Enter a name for your catalog, then click Create.

6. There will be a notification that your catalog has been generated. Click View Catalog to continue.

7. To begin adding automobiles to your catalog, go to the Items tab in the menu on the left. Choose Add Items.

8. Select Add Manually and click Next.

9. Add a picture of the car you are advertising and fill out the form in its entirety.

10. Select Finish when you are done to save the car to your catalog. To add an additional item, choose Add Another Item and repeat.

Vehicle Feed Upload


Before you begin you will need to follow the steps in the previous section to create your catalog from scratch. The next thing you will need to do is create a data feed file for each car you want to market. You may list all of your cars in a single feed or build several feeds for certain vehicle categories. For instance, all trucks bearing the same brand.


You will then need to create a data feed file from a template. A data feed enables you to upload and manage catalog items in bulk using an Excel spreadsheet. Your file must have some needed fields including information about your products, such as title, description, and price. Fields vary based on the sort of products you offer. To build your document, you may download a template with the necessary fields and fill it out.


Downloading Your Template

Filling in Your Template

Starting the Upload Process


The upload Process will be the same for the first 6 steps but after step 7, the steps will change based on the manner you choose to upload your file.

Getting Started

1. Select your catalog in Commerce Manager.

2. Navigate to the Catalog tab and then to Data Sources.

3. Select Add Items. If a dropdown appears, select Add Multiple Items.

4. Select Data Feed, then Next.

5. Select Yes under Is your spreadsheet or file ready? and then Next.

6. Optional: Check File to see whether your file is properly formatted. In a new tab, a tool appears. Select Validate after pasting numerous rows from your file into the program. If you find any mistakes, make the necessary changes to your file before continuing. When you're done, close the tab and click Next.

Uploading Your File From a Computer
Uploading Your File From a URL
Uploading Your File From Google Sheets

Pixels


In addition to a catalog, you are also going to want to implement a pixel. The Meta Pixel is a piece of code that, when placed on your website, enables you to determine the success of your advertising by analyzing the actions visitors perform on your site. You can use the Meta Pixel to identify new consumers or those who have visited a certain page or performed a desired action on your website. It can also be used to set up automatic bidding and collect data to help you better understand the impact of your advertisements by measuring what occurs when they are viewed.


There are three fundamental stages to installing the Pixel on your website, creating the Pixel, adding the pixel to your website and using the Pixel to track important business operations by adding standard event code to relevant pages.


Of course, at 7Social, we can do all of this for you.


Creating the Pixel

Here is how to create a Pixel if you do not already have one.

1. Navigate to Events Manager.

2. Select Web under Connect Data Sources.

3. Click Connect after selecting Meta Pixel.

4. Name Your Pixel.

5. Enter your website URL to see if there are any simple setup options available.

Click the Continue button.

Installing the Pixel on Your Website


There are three methods to add a Facebook Pixel to Your Website. You can add it manually via code, you can use partner integration, or you can email the instructions to your website development partner and have them add it for you. We will be going over each.


First however, we need to go over what an Event is when it comes to a Pixel. An Event is any action taken by a customer on your website such as making a purchase, adding an item to a wish list, viewing content or scheduling a test drive. When an event occurs, the pixel is triggered and when they visit Facebook, they will get an ad for your dealership.

Adding the Pixel Manually

Adding the Pixel Via Partner Integration

Emailing Instructions to a Development Partner


Connecting Pixels and Catalogs

Here is how to connect your catalog with your pixel!


Ad Templates



Automotive inventory advertising appears to be identical to other single or Carousel advertisements from Meta and Meta Audience Network that are active on Facebook, Instagram, and other social media platforms. Instead of producing an ad for each of your goods separately, you construct an ad template that incorporates photos and details from your data stream automatically. Meta Advertisements Manager allows you to develop an ad template for car inventory ads.

To Create Your Template, Follow the Steps Below

Fill in the information of your ad and select the picture format you'd like to use. The Carousel and single picture formats, as well as the collection ad format - Meta's full screen, immersive experience for mobile - are all supported in automotive inventory advertisements. You may also add an overlay to your ad to show the price of your goods, the sale %, or a "strikethrough" over a price to indicate that it has been dropped while you're in Ads Manager.


Supported Placements and Formats for Automotive Inventory Ads

Automotive advertisements are available in a range of styles and places. Different positions and layouts are available depending on whether you're promoting merchandise or specials. For car inventory advertisements, the following locations and formats are available.