Facebook Adds Dynamic Vehicle Detail Pages to Automotive Inventory Ads

People can get information on cars, connect with dealers without leaving the social network

Facebook IQ found that found that 55% of respondents were not willing to wait for a web page to load while shopping fatido/iStock
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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.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.