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Dealers are 'failing to exploit benefits of Facebook ads', says Honcho

Honcho mobile screen of Facebook ads

Dealers are missing out on the opportunity to increase their car sales by failing to use Facebook automotive inventory ads, according to Honchō.

The digital marketing agency is advising dealers to reassess the way they use Facebook ads to create greater engagement with in-market new and used car buyers.

In January last year AM reported on Facebook's expansion of  its automotive inventory ads service to enable dealers to target potential online car buyers who had not yet visited the their business’ website or used their app.

However, Honchō has found that many have effectively capitalised on the changes.

John Clarke, Honchō’s paid social media specialist, said: “Facebook automotive inventory ads are more powerful than before, offering a highly targeted solution which can be up to 40% cheaper than Google ads; yet many dealers are failing to use them to reach in-market buyers.

“A common mistake we see is dealers bundling different brands and models into the same ads. Instead they should be creating individual ads containing just one car brand and a single model which they can then build an audience around.”

Honchō believes Facebook automotive inventory ads could help boost new car sales with the introduction of the 20-plate in just a few days time.

Clarke said: “In the run up to the March plate-change our advice to dealers would be to create product sets within their Facebook inventory featuring a specific brand and a 20-plate model.

"Buyers searching for that make and model will then only see dedicated ads which can be based around any special promotions or to market pre-registered stock.

"This will increase the propensity of buyers to engage with the dealership.”

Dragon2000 highlighted Facebook's increased relevance to car retailers following research conducted in May last year.

It said at the time that Facebook was proving to be a “valuable tool for dealers”, with 44% of potential buyers discovering new cars through the app.

Dragon2000’s commercial manager, Mark Kelland, said: “Dealers are increasingly telling us how successful Facebook is for generating enquiries and sales.

"Those that have spent time and effort building their social media presence, creating engaging posts including photos and videos, will already have a receptive audience of Facebook users connected to their business page, meaning that they have the ability to quickly reach potentially huge groups of people interested in their company."

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