13 Ads That Are Restocking Dealership Inventory

13 Ads That Are Restocking Dealership Inventory

13 Ads That Are Restocking Dealership Inventory

Q1 of 2021 flew by. Thankfully for dealers, the market bounced back from disruptions due to the COVID-19 pandemic much faster than experts predicted…

(Despite the unique business challenges that were presented, this quarter highlighted some awesome results!)

…but even so, there were still unforeseen obstacles on the horizon – lack of inventory being one of the most critical.

Be it from supply chain issues or the high demand for desirable used units, dealers everywhere are feeling the pinch, and in a lot of cases, if you don’t have the right units, it’s leading to lost revenue.

And we don’t want that, which is exactly why we’ve created our 2021 Buy Back Ad Playbook 👉 13 ready-to-run ads and audience targeting strategies meant to help car dealerships get back those top model-lines directly from the source – their owners.

Click here to get the free 2021 Buy Back Ad Playbook! For detailed targeting information, read on!

Industry Insights

According to a recently released report by IHS Markit, “Auto Industry Insights: Q1 2021,” COVID-19 created the largest decline in auto sales in a single year, yet the dip wasn’t as bad as anticipated.

What’s even better news, the market has made huge strides towards recovery.

The industry report by IHS also highlights the scarcity of dealer inventory and how this is a catalyst for lower incentives and possible lost customers if dealers don’t have the right inventory on the lot!

So how can dealers claw back and get more top-model lines on the lot?

Enter the 2021 Buy Back Ad Playbook!

How Dealers Increasing Top Inventory

With Facebook and Instagram users at an all time high, it’s fair to say that owners of the model-lines you want on your lot are out there.

Get in front of them with offers to trade keys, lease pull ahead, or outright buy back their vehicles.


 

 

 

 

 

Getting offers in front of owners with desirable late-model vehicles or those vehicles coming off-lease is giving dealerships a much more enticing selection of newer vehicles to attract new shoppers with.

With our 2021 Buy Back Ad Playbook, dealers are leveraging 13 ads that are appealing to vehicle owners and getting dealerships back in the game in inventory count.

So far this month, Zeigler Cadillac of Lincolnwood was able to drive 21 leads for $13.11, bringing in more potential inventory for their dealership.

Click here to download the playbook!

How Do I Reach The Right Vehicle Owners?

So you have some awesome looking ads to grab the attention of top-model line owners – great! But now what?

Although certain ad agencies are okay with using a dealer’s ad spend to target all users in their PMA, we prefer a more targeted approach.

Using IHS and Oracle in-market vehicle owner data, you can get these ads in front of owners of the exact model lines that your dealership wants on the lot.

By reaching these ideal customers, your dealership can get in front of them with your message where they are spending their free time – Facebook and Instagram.

Recap

With the auto market recovering, almost all dealers need to get their hands on more appealing used inventory.

Our 2021 Buy Back Ad Playbook gives you 13 scroll-stopping assets for your dealership to run on Facebook and Instagram to immediately start getting more desirable units on your lot.

Coupled with IHS and Oracle targeting for top model-line owners, your dealership can optimize ad spend and appeal to only the right vehicle owners.

Click here to download the 2021 Buy Back Ad Playbook and start getting units back in your inventory.

Want to skip the fuss? Click here to chat with one of our experts and let us do the heavy lifting for you.

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Apple’s iOS 14 and Facebook: What Every Dealer Needs to Know

Apple’s iOS 14 and Facebook: What Every Dealer Needs to Know

Apple’s iOS 14 and Facebook: What Every Dealer Needs to Know

There’s a lot of chatter around the impact that Apple’s iOS 14 update will have on digital marketing, especially on advertising platforms like Facebook and Instagram.

Here are the key points that your dealership needs to know:

What Is The Apple iOS 14 Update?

iOS 14.4 is Apple’s newest update that will ask all Apple users if they want to turn the ability to track movement between apps On or Off. It’s assumed that some people will opt out of tracking. 

This update by Apple is one of many recent changes to the digital marketing environment regarding protecting users’ data.

Facebook has been launching updates in preparation for Apple to begin the enforcement of their tracking prompt, which they anticipate will begin rolling out sometime in early spring.

How Could iOS 14 Impact Facebook Ads For Dealerships?

If someone opts out of tracking from Facebook, as a dealership, you could:

  • Begin to see limited attribution in Facebook metrics Off-Facebook, such as Landing Page Views and Website Leads. 
  • See a change in audience sizes.

Although we do not expect a significant change in campaign performance, there will be some limitations with our ability to report on longer attribution windows. See more about this below.

How To Ensure Your Dealership Is Set Up For Success With iOS 14 Changes

  1. Make sure you have verified your domain. Facebook is requiring verified domains to optimize and report on critical website events, like VDP Views and Website Leads. If you are a current customer, you can reach out to your Performance Manager to see if your domain is verified! If you are not a customer, click this link to learn more about how to verify your domain.
  2. PRO TIP: If you use a Facebook ad agency, your domains need to be verified under your own business manager, not your agency’s. Otherwise, you could be locking up your business assets to your ad agency.

  3. Ensure your account is bolstered with offline data (like CRM leads, sales, and service audiences) so you aren’t solely dependent on pixel data.
  4. Take advantage of On-Facebook strategies, like On-Facebook AIAs, that drive shoppers to a VDP within Facebook’s platform (not your dealership’s website) and which will NOT see a loss in audience sizes or attribution.
  5. In initial tests with On-Facebook Destination for Automotive Inventory Ads, dealers were seeing 17% reduction in Cost Per VDP View and an 82% reduction in Cost Per Lead!

  6. Implement Oracle Data (POLK/IHS Markit, Visa/Mastercard, comScore, and TransUnion) which will continue to give you powerful targeting opportunities outside of Facebook’s capabilities.

IMPORTANT: For Dealers United customers, in addition to the above recommendations to set your account up for success, note that we are also following all of Facebook’s best practices and closely monitoring the effects of this update with our Facebook Partner Manager and Facebook’s Development team. If any action items are required on your part, we will notify you ASAP and assist wherever we can to ensure you are set up for success.

More About Attribution Changes

  • Facebook changed their default attribution window from 28-day click/1-day view to 7-day click/1-day view in Ads Manager for both Website and Offline Events.
  • To continue helping you paint the full picture of attribution, we will be leaning heavily into Offline events, like sales and lead data from your DMS and CRM.
  • Dealers United’s Dashboard (built alongside Facebook’s API) will continue to have the ability to report up to 28 days on views and clicks for offline conversions.

What is an attribution window? Click here to get a recording of our live Digital Dealer session, “How Top Auto Marketers Are Measuring Digital ROI (Without Google Analytics),” to learn more about attribution.

What’s Next?

Although there’s still many unknown impacts of the new Apple iOS changes, Dealers United is fully committed to helping automotive advertisers maximize their digital marketing efforts. We continue to notice over 86% of dealerships customers match to a Facebook user making it one of the most powerful mediums to reach a dealers local market.

Stay tuned for invites to webinars and other guidance from us on more education, best practices, and any immediate action items as we continue to learn more about this update.

Let’s stay prepared and proactive together!

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Samoa Motors Lands Facebook Business Published Success Story

Samoa Motors Lands Facebook Business Published Success Story

Samoa Motors Lands Facebook Business Published Success Story

 🎉 Congratulations to Alby and the Samoa Motors team on a well-earned Success Story that’s been a long time coming!

Samoa Motors, a Ford dealership and Dealers United partner located on the Pacific island of American Samoa, was featured by Facebook Business for their successes driving record leads and sales using Facebook Ads. 


View Samoa Motor’s published story live on Facebook Business here.

Samoa Motors: Connecting An Island With Facebook

Due to their remote location, advertising options for Samoa Motors were previously limited in to radio, event sponsorship, and word of mouth.

As their need to drive more website traffic and generate more leads became more prevalent, the dealership began the search for a new, innovative way to get their inventory in front of in-market auto shoppers.

That’s when they partnered with Dealers United, and we worked together to get the dealership’s live inventory and offers out in front of their community using Facebook and Instagram.
Using Facebook’s Broad Audience Targeting and their own custom audiences of users who were most likely to be in-market for a new or used vehicle, Samoa Motors reached over 26,000 shoppers on their island in just two months!

After driving so much traffic to their site, Samoa Motors also launched a retargeting strategy. They used Facebook to deliver exact vehicles viewed (plus similar models in the same price range), to shoppers until they either purchased or converted on a lead form.

These retargeted shoppers were also given the option to submit their information as a lead without ever having to leave the Facebook platform. 

Then leads were immediately placed into the dealership’s CRM, showing the VIN of the vehicle they were interested in and whether they were interested in financing, availability, more information, or a test drive. 

 

Want to learn more about Facebook Automotive Inventory Ads? Click here to watch a free instant demo.

One Month To Record Leads And Sales

After only one month advertising on Facebook to their local community, the dealership began generating more leads than ever before, and had sold so many units, they actually broke the record for the most units sold on their entire island.

“It’s mind blowing how our traffic increased from 40 leads a week to a 100 in 2 days. We sold 50 units this month and it never happened on this island…We just set a new record.”

— Alby Lee, Marketing Manager, Samoa Motors

As their campaigns and audiences continued to scale based on Facebook’s learning algorithm, they only continued to drive success on the platform.

The store captured 97 On-Facebook Leads for a rock-bottom price of $1.76 Cost Per Lead, supplemented by another 53 leads submitted on their site!

This higher volume of interested, low-funnel leads allowed the dealership to sell more units, ultimately attributing 30 unit sales to Facebook campaigns, achieving an unbelievable 25X return on ad spend!

To read more about Samoa Motors incredible success, click here to read the story on Facebook Business.

Watch our On-Demand Demos to learn more about our solutions.

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

2 Major Shifts In Auto Buyer Motivations Due To COVID-19

2 Major Shifts In Auto Buyer Motivations Due To COVID-19

2 Major Shifts In Auto Buyer Motivations Due To COVID-19

2020 has been a year of adjustment and change. Individuals and business owners were faced with challenges we never imagined that we’d see. 

As auto buyers navigate this new landscape, their behavior and motivations have changed.

Here are 2 important new trends that are being observed in our industry.

Trend 1: People are looking to personal vehicles to plan safe getaways

According to a poll from Facebook IQ, car owners largely view personal vehicles as the safest method of transportation currently. 

In fact, 65% of US consumers said they will most likely drive on their next trip. 

The poll also revealed that 2.2X as many consumers plan to drive on their next vacation opposed to flying. 

While this may be sombering news for the airline industry, this should be welcoming to auto dealers, who can take advantage of terrific OEM incentives to attract an expanding shopper base.

Trend 2: Peoples’ motivation for purchasing cars has changed

Just as auto buyers’ opinions of safe travel have changed, their reasons for purchasing vehicles have also shifted. 

Shoppers are now 1.9X more likely to say the main reason they were looking for a new vehicle is because of a deal or promotion. 

They are also 1.9X as likely to say they were in-market because their car broke down and 2X more likely to say they were looking to avoid public transportation and ride sharing services. 

Here is chart showing top buyer motivations before and during the COVID-19 pandemic:

Source: Facebook IQ – Industry Micro-Shifts Monthly Tracker by Kantar Profiles

Here’s how you can use these 2 trends to your dealership’s advantage.

Use incentives and tie in road trip messaging

Use your OEM’s creative assets and incentives to proactively reach out to in-market shoppers, with messaging about why your inventory is perfect for their upcoming road trip!


Then, retarget those interested shoppers with additional offers, your live inventory, or ways they can apply for financing or take the vehicle for a test drive.

Offer upgrades with eye-catching ad content

Make the most of Facebook and Instagram with a scroll-stopping ad about upgrades to convince shoppers to hop into something more reliable.

Want more ideas on for buy back campaign ads? Click here to check out “The Buy Back Playbook: 13 Ideas To Help You Stock Up On Used Inventory By Going Direct-To-Consumer”!

Despite all the change that’s happened in 2020 so far, auto shoppers remain resilient and continue to shop and purchase vehicles. 

Don’t miss out on the opportunity to drive traffic and leads from using a combination of Facebook, incentives, and a data-driven approach! 

Want to learn more about the auto shoppers in your market?

Click here to build your dealership’s Market Intelligence Report and immediately get insights like:

  • Total Facebook Users you can reach on Facebook
  • # of In-Market Auto Shoppers in your PMA
  • User Demographics (Gender, Age)
  • User Credit Score
  • …and more!

Build your free Market Intelligence Report now.

Start Building

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Facebook Launches Private Facebook Automotive Group For Dealerships

Facebook Launches Private Facebook Automotive Group For Dealerships

Facebook Launches Private Facebook Automotive Group For Dealerships

The Facebook Automotive Team just launched the Facebook Auto Marketing Collective Group, a private Facebook Group exclusively for auto dealers and the auto community.

The goal of the new social Group is to connect dealers from across the globe to help each other overcome hurdles and grow together as an industry.

The purpose of the new Facebook Automotive Group

Bob Lanham, Head of Facebook Automotive Retail, defined the Groups purpose as follows:

Upon joining the Facebook Auto Marketing Collective Group, dealers can gain immediate access to Facebook resources and strategies for dealers, as well as receive news directly from the top of the Facebook Automotive Team.

Why dealers should join the Facebook Auto Marketing Collective Group

A group such as this has long been anticipated by Dealers United and the Facebook Automotive Team.

Dealers United and its dealer-partners have frequently been invited to Facebook’s automotive conferences and have hosted events like the State of Automotive alongside Facebook, but has always hoped for an online community of dealers to consistently share best practices and ideas.

Pete Petersen, CEO, Dealers United
“As our name implies, Dealers United has always sought to unify the dealer community, because we are stronger together. We were an early adopter of Facebook before fully transitioning ourselves to solely being a Facebook and Instagram advertising company. Because of our work with Facebook, we have become a Facebook Marketing Partner, have had several of our dealer-partners featured as Success Stories by Facebook, and been able to host events with the Facebook Auto Team. I believe that the Facebook Auto Marketing Collective is going to be a terrific tool to continue to unify dealers with a common purpose and strengthen us as a community.”

The more dealers we can bring together in this forum, the larger our force and collective ideas will become.

How to join the private Group

To join the Facebook Auto Marketing Collective, simply log in to Facebook, visit this page, and click the button, “Join Group.”

You will then need to authorize that you are a Dealership / Dealer Group, OEM, or Agency.

Your request will be reviewed by the Group’s admins and approved upon verifying that you are apart of the automotive community.

Want to skip the form and get instant access to the Group? Add our CEO, Pete Petersen, on Facebook here, and he’ll send you a direct invite!

More Facebook Resources For Auto To Come

With the launch of this Group, it’s clear that Facebook is doubling-down on automotive, and is focusing more horsepower on insights and best practices to help dealers reach their communities as effectively as possible.

Last year, Facebook launched their Facebook Automotive Playbook and Zero Friction Future resources with that objective in mind.

These resources have helped both dealerships and agencies improve their Facebook Advertising strategies to move more metal.

DEALER SUCCESS USING FACEBOOK’S RESOURCES

Power Ford, one of Dealers United’s clients, followed the principles of the Facebook Automotive Playbook and used Facebook to help provide a “frictionless” experience for their customers. These efforts allowed them to save $285,000 on advertising in 12 months and become the #1 Ford dealership in New Mexico 7 times. The agency and dealership were the only Tier III recognized by Facebook for their work with Zero Friction Future in February of 2020, and Facebook continues to help Power Ford sell more cars while spending less.

In addition to joining the Facebook Auto Marketing Collective Group, here are some other ways to stay up to date with the last Facebook Ads resources:

Affected by COVID-19? These resources can help.

Click Here

Blog Author - Brooke Jensen

Written By Brooke Jensen
Brooke handles all of Dealers United’s digital marketing. In addition to her love for design and copy, Brooke also adores her two dog-like kittens, playing the electric violin, and walking barefoot around the office.

Vehicle Inventory Low? 4 Ideas To Source and Re-Stock On The Models You Want (Without Going To Auction)

Vehicle Inventory Low? 4 Ideas To Source and Re-Stock On The Models You Want (Without Going To Auction)

Vehicle Inventory Low? 4 Ideas To Source and Re-Stock On The Models You Want (Without Going To Auction)

While consumer confidence continues to rise and more positive indicators for the auto industry are revealed each week, another challenge is starting to emerge for dealerships:

…diminishing inventory. 

Since vehicle factories and auctions have been closed or suspended over the last few months, many dealers are now worried that they will not have enough inventory to sell as demand continues increasing.

According to Cox Automotive, “new-vehicle inventory is low – less than 3.3 million vehicles by last count, the lowest volume in more than a year.” This puts a significant pinch on high-demand vehicles like SUVs and trucks.

Here are a few solutions your dealership can explore to replenish your inventory immediately and cost-effectively. 

Stock Up On Used Inventory By Going Direct-To-Consumer

Used inventory is an important part of any dealership’s business, but with most dealers relying on auto auctions and trade-ins, supply has come to a screeching halt.

Dealers have calculated costs upward of $1,500 to acquire a vehicle at auction. Factors include auction fees, transportation fees, and depreciation. Not to mention you’re dependent on the inventory selection, times to buy, and delivery schedules that could impact your floor plan.

Instead, dealers should look to source vehicles directly from consumers. Here’s how:

Idea #1: Buy Back Campaigns

A lot of people are looking to sell their vehicles right now, or maybe even just get out of an intimidating payment. 

Use IHS Markit data from Oracle Data Cloud to specifically target owners of desirable model lines your dealership wants. You can even narrow down targeting to owners of Makes, certain Models, and even how long they’ve owned their vehicle.

Then, run a straight Buy Back campaign on Facebook telling consumers that you’ll offer them a great price to buy back their vehicle, and that you’ll take their vehicle even if they don’t buy their next car from you!

Idea #2: Oil Change Special

Present an irresistible oil change offer targeted at specific model line owners.

Build a Facebook Custom Audience consisting of your customers who haven’t purchased or recently, or use Oracle 3rd party data and find owners of the makes you want to show them the offer!

Use a unique price point like “$9.99” to easily track where your service business is coming from and to alert your team to inspect the vehicle while it’s on the lift. If it’s what you’re looking for, make an offer to put them in a new vehicle.

This strategy is a great way to bring in brand defectors who live in your PMA/AOR and are not currently buying from you.

Idea #3: Trade-Up Campaign

Many vehicle owners simply want to stay in the model they’re in already. 

You can run a “trade keys” campaign to allure targeted model line owners to trade their vehicle in for a new model, giving you a desired used unit that you can add to your CPO or used inventory.

Deliver ads showing your easy Trade-In calculator that they can complete from the comfort of their home, or run ads showing exactly which body style (Truck/SUV/Car) you’re looking for.

Idea #4: Advertise What You Have

While there isn’t much you can do about your OEM’s new vehicle supply, there are ways you can maximize and quickly move the inventory that you do have on your lot.

Using Facebook Automotive Inventory Ads (AIA), you can display your live, on the ground inventory to in-market shoppers. 

Look at your SRP’s and heaviest grouped models and budget a larger amount for those units that your dealership has a surplus of.

Prospect shoppers with your live inventory and then retarget browsers of your lower stock inventory to show them what you have available. 

Since customer safety is still key, be sure to explain what remote offers you have, like at-home test drives and deliveries. 

 

Layer your “Why Buys,” or why they should buy from your dealership and what sets you apart, into your ad copy. 

Lastly, display and double down on your OEM’s incentives to show shoppers that right now is a great time to buy!

Recap: A Targeted Facebook and Instagram Inventory Buy Back Strategy

Facebook and Instagram paired with Oracle Data are great tools to get out in front of audiences where they are spending their time right now. 

Reach users who are willing to sell their vehicles to get much needed inventory for your dealership, display oil change and trade up offers with the intention of getting desirable units, and prioritize advertising the inventory you have on the lot now. 

Shopper demand continues to grow after the effects of COVID-19. Be sure that you have the models they want, before they defect to your competitor.

If you need help using Facebook and Instagram to source and re-stock your vehicle inventory, schedule a strategy call with us here. 

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

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