To help auto dealers reach more potential car buyers, Facebook has expanded its dynamic ads for auto dealers and has built a new lead generation feature into the product.
Facebook launched its dynamic ads for auto dealers back in November of 2017, giving companies the ability to connect with and reach potential car buyers like never before. Now Facebook has introduced dynamic ads for lead generation that enable companies to use their catalogue of vehicles to increase the relevance of their ads. The call to action on the ads encourages interested parties to complete a lead-gen form to receive further information. However, instead of taking a user back to the company’s website, leads can be sent directly to a CRM. This enables local sales reps to follow up on the leads.
Auto dealers can use dynamic ads for lead generation to create ads that are locally relevant to people who are thinking about buying a car, by showcasing their inventory and helping people sign up for a test drive right there and then. Many businesses have tested the new feature and have found success.
For example, Hub City Ford, a local dealer in Louisiana, used dynamic ads for lead generation to show ads to those who visited their website. The dynamic ads showed them similar models to the ones visitors had seen on the site, together with “specific, early-stage calls to action such as ‘Sign up for a test drive,’ and sent leads directly to their CRM system for sales to follow up on.” The ads brought in 154 leads and 34 car sales.
Another retailer, Camping World, used dynamic ads for lead generation to create “a relevant ad experience and reduce the cost of leads.” Making sure it constantly updated its product feed only to show RVs it had in stock; the retailer was able to send people to a lead form which sent leads to “the appropriate dealership based on stock inventory.” Its campaign was able to bring in a 3X ROAS.
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