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Facebook imports targeted car retail inventory adverts from US

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Facebook is bringing more targeted car sales advertising to the UK market after launching its automotive inventory advertising software which has already proved successful with US dealers.

With the newly-enhanced automotive inventory ads, the global social media giant claims that UK-based car dealerships can reach more prospective car shoppers based on their visits to other manufacturer and dealer-related pages, websites and apps.

Where retailers could previously re-engage with potential customers who had visited their website or app, it is now possible for them to reach out to those who have expressed interest in purchasing a vehicle online, Facebook said.

Facebook’s automotive inventory ads allow dealers to upload their car inventory with details such as make, model, year and location to allow tailored to present the most relevant vehicles to the most relevant audience – regardless of whether they have visited its specific website or Facebook page previously.

A stament issued by Facebook claimed that brands testing automotive inventory ads in the US had already seeing strong results.

“Lexus Santa Monica used automotive inventory ads to reach local auto buyers, driving 320% more vehicle detail page (VDP) views and 300% lower cost per VDP view compared to previous prospecting campaigns with the same budget,” it said, adding: “Another dealership, Castle Chevrolet, saw a 27% increase in reach using this new solution, compared to a prospecting conversion campaign using lookalike audiences.”

Brad Burlingham, vice-president of marketing, LAcarGUY and Lexus Santa Monica, said: “Enabling Facebook automotive inventory ads for prospecting provides an efficient, cost-effective way for us to expand our campaign to reach more engaged in-market shoppers.” 

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