Facebook Introduces On-Facebook Destination Ads
Oct 19, 2020 by Director of Social Media
Facebook Introduces "On-Facebook" Destination For Automotive Inventory Ads
Last year, Facebook launched an enhanced version of the Automotive Inventory Ads (AIA) in hopes of making ads on Facebook more relevant to people interested in buying a car. Facebook quickly realized there was a potentially better way to help dealerships increase profitability from their Ads. And so, Facebook began testing and creating what Facebook & advertisers are calling "On-Facebook Destination For Automotive Inventory Ads".
As a top Facebook Preferred Marketing Partner, Click Here was asked by Facebook's Team to be one of the pioneers for the start of “On-Facebook Destination” ads. Facebook and Click Here worked together to conduct several beta tests for this new product. From this beta test, our Social Media Team was able to provide valuable metrics and data to help aid the Facebook Development Team in fully launching this new product. After months of close collaboration with Facebook, they released On Facebook Destination for Automotive Inventory Ads (ODFAIA) for all agencies. This is designed to advertise both new & used inventory while providing a smoother user experience on the Facebook platform and to generate better results for dealers at a cheaper cost.
This was a huge launch, which brought the same success dealers were having with USED marketplace listings to sponsored NEW marketplace listings. Formerly, the marketplace-type interface was only available for used vehicles. These new ads earned the nickname “On Facebook VDP Ads” because of the user experience. Instead of landing on a dealer’s VDP page, the VDP lives within the Facebook app.
How do On-Facebook Destination Ads work?Inventory carousel ads are served in various placements across Facebook’s platform, including Marketplace. When a user clicks on a vehicle within the carousel, they are directed to an On-Facebook VDP (Vehicle Description Page). This On-Facebook VDP page is generated by Facebook based on the information available in the inventory feed, much like a marketplace listing does. From there, a user can send a Facebook message inquiring about the vehicle, click to call the dealership, click to get directions to the dealership or click to visit the website for more details.
Why On-Facebook Destination Ads?
If the above isn't enough of a reason to try out On-Facebook Destination for Automotive Inventory Ads, we have outlined some other key reasons this could be beneficial to test for your dealership below. Some of these key reasons include:1. Get more efficient with your campaigns:
On average and in several Beta tests, driving ads to an on-Facebook destination reduced cost-per-lead by 82% and cost-per-content view by 17% versus a website destination.
2. Reach in-market shoppers during their shopping journey:
Get access to premium ad slots at the top of the Marketplace vehicle feed and on consumer vehicle listings. This will help you reach those high-intent automotive customers more effectively.
3. Offer a frictionless customer experience:
Many studies have shown that over 55% of people are not willing to wait for a web page to load when shopping. They will more likely bounce from the page, than wait for the site to load. Instead, you can start driving your customers to a mobile-optimized Vehicle Description Page on the Facebook app and qualify your leads in real-time via Facebook Messenger or lead submission.
Interested in learning more about how "On-Facebook" Destination For Automotive Inventory Ads can benefit your dealership? Speak to one of our Social Media Experts today or Contact Us for more information.