With the new year, comes some new ways that Apple and Facebook will be interacting. The OMG Team was able to hear directly from Facebook both what the changes are and how to address them. Many are simple changes that we'll experience, but there are some steps that need to be taken immediately to prepare and adapt.
First, it is important to understand what is changing. Apple is making changes that are baked into their newest operating system, iOS 14, with the idea of providing more privacy for their users. As advertisers, we understand the desire for greater privacy but also the value of the targeted marketing Facebook provides with pixels, retargeting, and more. Some of the changes involve limiting the number of events the Facebook pixel will be able to track on your website (actions shoppers take on your site), shortening the window for conversion and attribution (people that interacted with your ad and then purchased a car), and more.
This is all a very dynamic process, and as Apple and Facebook continue to make changes throughout the year we will be monitoring and updating what we need to do and what dealers need to do. Here are the 2 things that Facebook wants us to do today:
There will be impacts felt in all the things we measure as well, but as workarounds are created we will be agile in how we adapt and implement the newest and most innovative options throughout the year. Facebook, like Google, is already beginning to look at aggregated reporting solutions to provide conversion data in the future. If you are a dealer, regardless if you are an OMG partner, our team is standing by to answer any questions you may have and help in any way we can to work through these changes.
It's time to give your campaigns a makeover. For years, dealers and agencies have been following the tried and true method of optimizing their social media campaigns for website traffic or Facebook lead forms. But both of those methodologies can have their own pitfalls for an automotive advertiser in 2020. It's time to upgrade to the newest, most innovative way to structure your dealership's ad campaigns through the Conversions objective.
Optimizing a campaign objective for website traffic seems sufficient, except for when we take into account all of the actions a person could take on our website. Is our ad geared towards vehicle sales rather than service scheduling? Then that campaign needs to be optimized for the objective of getting as many vehicle detail page views as possible. When we switch to the Conversions campaign objective and optimize specifically for the "View Content" metric (which is synonymous with a VDP view in automotive), we are telling the system to not just show our ads to people who are likely to let a landing page load (like we do with the Traffic objective), but telling it to prioritize showing our ads to people most likely to engage with VDPs themselves.
PROPER DEALERSHIP FACEBOOK CAMPAIGN
See the impact on the number of vehicle detail pages viewed in the A/B test below where the campaigns with "LP" in the title were optimized for Website Traffic + Landing Page Views and the campaigns with "VC" were optimized for Conversions + Content Views (aka VDP Views):
Similar logic applies to lead generation campaigns. We often lean heavily on Facebook lead form ads in automotive. However, Facebook's surveys of customers indicate that the majority of people prefer not to fill out a form prior to making a purchase. So we want to be wary of optimizing our campaigns based on what we want rather than what the customer will do. When we switch our Lead Form campaigns over to the Conversion objective, we send people to the website VDP so that those who aren't inclined to fill out a form still get a chance to view vehicle information while still having the opportunity to fill out a form through our VDP form fill options. But when we optimize the Conversion campaign for leads, the system will know to prioritize showing these lead-focused ads (best suited for our retargeting campaigns) to people who are behaviorally, most likely to fill out a website form. We'll often receive less of these website forms than lead form ads but will get much higher quality and intent leads.
If you are interested in hearing more about how Dealer OMG can help get your campaigns up to speed with the latest and greatest strategies, schedule a demo with one of our dealer consultants to learn more. Active clients can reach out to their performance manager for more information about how these changes have made helped your current campaigns.
As a dealer in a digital world, there's nothing worse than hopping into Google Analytics and seeing how many potential customers may have been lost when they bounced off the website. This is most often due to slow load times. Every dealer has some combination of pop ups, chat bots, and tracking pixels that can slow those load times by just a half a second each. All those half seconds add up pretty quickly when it comes to keeping a potential customer engaged. This is why Facebook's new C2MP ads have caught many dealers' attention. Click the video below to see one in action!.
By keeping people within the Facebook app, the Marketplace listing for that vehicle loads almost instantaneously, as opposed to the 2-4 seconds it usually takes for the website's vehicle detail page to load.
With many Marketplace listings now being integrated with the vehicle's CarFax report and the ability to provide a full vehicle description, the customer experience on Marketplace is becoming increasingly similar to the dealer's website.
Dealers will also have the opportunity to run these ads for new inventory, which up until this past month, has not been able to be listed via Marketplace.
Users still have the ability to view the KBB valuation of each preowned vehicle on Marketplace, which saves them time on their research. However, for many dealers in the independent and BHPH space who might price higher due to special financing, this may not be the right tool -- as the price of the vehicle will likely be significantly higher than the suggested KBB range. This just means that these dealers need to be diligent about including the special finance messaging on each of their VDP's description section so that information is also imported into their Marketplace listing.
If you are interested in hearing more about how Dealer OMG can help you get started with C2MP ads, schedule a demo with one of our dealer consultants to learn more. Active clients can reach out to their performance manager to get the specifics for how to integrate this ad type into their campaigns.