Facebook rolls out dynamic and lead ads for auto brands and retailers

Anne Freier | November 20, 2017

Mobile Advertising

Facebook has launched dynamic and lead adverts for automotive brands to improve retargeting and the creation of target audiences.

The new formats are available through Facebook and Instagram, but Facebook also plans to add them to its Audience Network shortly.

Lead ads are now integrated with Facebook’s Canvas, the mobile advertising unity.

Auto retailers and brands simply upload their catalouges of vehicles as well as all relevant details and Facebook auto-generates the creative as well as targeting suggestions. The latter tends to be based on demographic data from the retailer’s website.

This should make it easier for consumers to narrow their searches for specific vehicles. If a customer clicks on an ad, s/he is redirected to a website or mobile lead page which lets marketers gather consumer data.

Facebook has made it easier for consumers to connect to businesses directly from an ad. Lead ads now allow consumers to sign up for dealership information, including offers or quotes.

Among the Key Performance Indicators that advertisers can choose are cost-per-lead or cost-per-click options for dynamic ads.

According to Adam Pavkov, Director of Product at Cox Automotive, dynamic ads present a more scalable way to serve vehicle inventory to audience.

“Facebook’s recommendation engine is a powerful companion to our behavioural audiences, and the combination of the two ensures that we’re delivering the right creative to the right buyer. Early results have proven the product to be an effective solution for driving key onsite shopping activity.”

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