Facebook Introduces On-Facebook Destination Ads

October 18th 2020 by Director of Social Media

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, so they began testing and creating what Facebook and 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 these beta tests, our Social Media Team was able to provide valuable metrics and data that helped 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 that generates better results for dealers at a cheaper cost.

This was a huge launch that 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 conveniently 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 easily 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.

Who is Eligible for On-Facebook Destination?

Currently, this is only available for the automotive space and for dealerships that have an inventory feed set up with their provider. On-Facebook Destination for AIA is eligible for both new and used inventory.

Why On-Facebook Destination Ads?

If everything you've read above isn't enough of a reason to try out On-Facebook Destination for Automotive Inventory Ads, we've outlined some other key reasons this feature could be beneficial to test for your dealership below. These reasons include 1) offering a more frictionless customer experience, 2) getting more efficient with your campaigns and 3) reaching more of your in-market shopping during their customer journey.

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.

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