Facebook expanded on the automotive inventory ads it introduced in January 2019 by introducing the ability for dealers to drive users to a mobile-optimized shopping experience on the Facebook platform.
The social network said in a blog post Monday that when someone clicks on an ad from an auto dealer, they will be taken to a dynamic vehicle detail page on Facebook, created with information from that dealer’s catalog.
Car shoppers can then research vehicles, search additional inventory and connect directly with the dealer via a lead form on Messenger From Facebook, phone or in-person.
Facebook said in its blog post that driving automotive inventory ads to the new dynamic vehicle detail page will enable dealers to:
- Run more efficient campaigns, as the social network said driving ads to an on-platform destination lowered cost per lead by 82% and coast per content view by 17% compared with driving them to off-Facebook destinations.
- Reach in-market consumers during their shopping journey by gaining access to premium ads slots that reach high-intent auto shoppers at the top of the vehicle feed on its Marketplace ecommerce destination and on consumer vehicle listings.
- Provide a frictionless shopping experience, as a study by research arm Facebook IQ found that 55% of respondents were not willing to wait for a web page to load while shopping.