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Great news! Instagram recently announced an exciting new ad type and expanded creative options on their advertising platform.
We’ve been helping dealers reach more customers through Facebook and Instagram and now we have more flexible ad types to help drive leads, traffic and sales for your dealership.
Instagram Lead Generation
This new ad type has been incredibly successful for our dealerships on Facebook, specifically those interested in generating subprime leads for their dealership. Acura of Hamilton continues to perform well, so well in fact, Facebook decided to create a case study in conjunction with eDealer to highlight their success.
To date, Acura of Hamilton’s subprime cost-per-lead is $26.12.
Driving Finance Leads
Acura of Hamilton used Facebook lead ads with personalized interest targeting to reach users who were likely to be interested in Acura and in-market for a car loan, resulting in 6+ new deals in just over 2 months and an 81% decrease in cost-per-lead.
You can read the official case study from Facebook here: Accelerating Leads for Auto Loans
1. Photo and video
Instagram is a mobile platform that’s driven by both photo and video content. Got a brand new vehicle on the lot? Share it with your audience by taking a quick picture on your phone, or better yet, upload a walk around video. The platform is also a great way to bring your customers into the dealership without them having to step a foot inside.
You’re able to share your dealership and employee culture, walk customers through your service bay or around your lot. Many dealerships are already creating and sharing this content on Facebook, Twitter and YouTube, why not share it on a platform like Instagram where visual content thrives.
With an Instagram business account, you can have a CTA button attached to your account as long as it’s connected to your dealership Facebook page.
The new “Stories” feature allows your dealership to share daily updates that aren’t locked to your profile and will disappear after 24 hours similar to the functionality of Snapchat.
2. Cars are sexy
There are few things in life that photograph or videograph as well as cars.
Cars are extremely popular on Instagram with millions of users engaging with OEM instagram accounts and popular accounts like @black_list and @carlifestyle. Artistic photography that features a unique interior feature or special vehicle trim is something that might not work well on platforms like Facebook, but can be very successful on Instagram. Need inspiration? Check out some of the content from popular Instagram accounts below:
How It Works
Google recently introduced a compelling new ad extension for their paid search ads. This ad extension aptly named “message extension” allows users to send your dealership a text message directly from a paid search ad.
The message will be sent as a text message (SMS) to a phone number at the dealership and will pre-populate a message for the user such as: “I’d like more information about this vehicle. Please text me back.”
This ad extension allows the dealership to create an open dialogue with the customer through a user-friendly method of communication. This method of communication allows the user to communicate with the dealership on their own terms and using a method of communication that they carry with them everyday in their pocket.
Message extensions present a new platform for dealerships to interact with customers and potential customers. This ad extension is a powerful way to engage on-the-go smartphone users and bring the user from contact to conversion quickly.
Your dealership will have the ability to schedule these extensions so they will only be shown alongside your ads during the hours when you’re available to respond to text messages.
Each of your campaigns can have a different message extension. This means texts from message extensions can be sent to different dealership contacts for new, used, service, credit and so on.
On Monday, November 28th, 2016 we will be hosting a lunch-and-learn at Facebook’s Toronto office titled Beyond Likes: Driving Sales with Facebook & Instagram.
When: Monday, November 28th, 2016. 10:00am – 1:00pm
What: A lunch-and-learn for Canadian auto dealers to learn about paid advertising that drives sales on Facebook & Instagram