Facebook is rolling out dynamic ads updates for car dealerships, giving them a lead-gen feature that feeds prospects directly into the dealership's CRM system.
Advertisements – created using the dealer's vehicle catalog and featuring a call for action to fill out a lead-gen form – will now send leads directly to a CRM system so that 39, a sales representative can follow up. Facebook says the new ads will help dealerships design more locally relevant advertising campaigns that highlight available car stocks. At least two dealerships – Hub City Ford in Louisiana and an RV dealership – tested the new beta commercials.
Hub City Ford used the ads to target people who had visited their website, prompting them to sign up for a test drive. The campaign generated 154 leads that resulted in 34 car sales – the best selling period of the business so far. Camping World, the RV dealer that was part of the beta race, used the commercials in an effort to reduce costs in advance. The campaign, which only used ads with inventory stock associated with a pre-populated formatting form, generated a return on investment that was 3x higher.
Facebook first launched dynamic ads for car dealerships in November of last year, creating a personalized and more personalized advertising experience for auto ads. The advertising product allows auto advertisers to download vehicle listings and include vehicle details such as make, model, year, price, mileage, trim and price. Location of the vehicle. This update further refines the ad product, allowing dealers to better control the lead generation options of the ad.