The Things Every Dealer Should Know About On-Facebook Destination AIA
Facebook has introduced On-Facebook Destination Automotive Inventory Ads (AIA). Users are able to continue their purchases within the Facebook platform thanks to this new ad type. When a customer clicks on an auto dealer’s advertisement, they are taken to a dynamic Facebook VDP that was made using data from the dealer’s inventory feed.
Some people are still unclear about the significance of implementing this new ad type. In this article, we’ll explain this industry update and offer some of the information that these dealership social media ads generated during their beta testing.
Explained: On-Facebook Destination Automotive Inventory Ads
Why is this tweak to the ad format so crucial?
You might be asking why Facebook changed its strategy and shopping experience so drastically. The solution is secrecy.
Marketers may soon find it challenging to reach audiences with ads most relevant to their buying needs due to increased privacy constraints surrounding tracking user activity via cookies. However, you don’t need to utilize cookie tracking if you keep a user on Facebook because Facebook’s pixel handles all of that behind the scenes. As we near a cookie-free internet experience, investing in the most recent On-Facebook technology is the best way to remain ahead of the curve.
Hootsuite regularly updates its blog, making it a great place to go to stay on top of Facebook-related news.
Do On-Facebook VDPs have all the most recent vehicle details like the VDPs on my website would?
It’s reasonable to worry that the Facebook VDP’s data could not be as reliable as that on your website. However, since the Facebook VDP is linked to your inventory stream, information about vehicles can be disseminated easily, making it just as comprehensive as your website. Additionally, these VDPs load in around half a second, making the entire process seamless.
A user can view detailed information about a particular vehicle’s characteristics, the dealership’s vehicle description, numerous layers of price information, mileage information (if relevant), and more within the On-Facebook VDP.
There are also several conversion chances. In the advertisement, a user can:
Sending a message to the dealer about a car will instantly link the user to the SimpSocial.
To contact the dealership, click.
Save the car so that a user may return and learn more about it or check to see if the pricing has changed.
Find out how to get to the dealership.
Share the car with another person or people.
Do you solely offer new automobile ads, or do you also offer used car ads?
Both new and secondhand vehicles might be your main emphasis! We leverage campaign budget optimizations to intelligently spend each media dollar depending on propensity and volume between new and used, making it a smart and fluid campaign since all On-Facebook AIA are working from a single campaign.
What improvements in ad performance are there?
The KPIs for On-Facebook AIA advertisements are the same even though they use a different ad style; they focus mostly on tracking VDP Views, cost per VDP view, and CPM.
SimpSocial has developed first benchmarks and performance deltas when comparing this to the prior AIA configuration that are really pretty good, despite the fact that there aren’t any published industry averages for this ad type yet.
$0.44 is the average cost per VDP view.
Cost Per VDP View Average% Change: -21%
CPM on average: $2.57
CPM change on average: -75.6%
CPC on average: $0.12
These findings are based on aggregate recordings, showing that dealers supported Destination AIAs with 80% of their social expenditure.
Retargeting ads: still effective?
Yes! Because Facebook has a native pixel integrated into its platform, we can efficiently track and retarget users away from On-Facebook AIA advertising. One of the most economical ways to re-engage and reactivate users is through retargeting. Simply put, the backend work to support this strategy has been modified to get around privacy limitations. However, retargeting audiences will probably be smaller than in the past.
What modifications to reporting should I anticipate?
Dealers won’t notice a lot of activity in Google Analytics for sponsored social advertisements because On-Facebook Destination AIAs keep in-market consumers on Facebook rather than visiting dealer websites.
We will be able to determine the efficacy of our AIA advertisements thanks to Facebook’s reporting features. While GA traffic will decline, we will report on the following AIA conversion metrics:
Cost Per View on FB VDP
Chat Leads for AIA
AIA Phone Numbers
AIA Requests for Direction
Lasting Thoughts
When it comes to On-Facebook destination AIAs, there is still much to be discovered and tested, but the key conclusion should be that rapid adoption of these ads is leading to cheaper costs and higher results. The continued abandonment of the use of third-party cookies by platforms and providers also indicates increased protection from data blind-spots. Additionally, it’s advisable that your marketing team or digital agency inform you of crucial privacy upgrades that will affect your online success.
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