Facebook Marketplace Automation Discontinued! How Your Dealership Can Continue To Post Your Inventory

Facebook Marketplace Automation Discontinued! How Your Dealership Can Continue To Post Your Inventory

Facebook Marketplace Automation Discontinued! How Your Dealership Can Continue To Post Your Inventory

Facebook recently announced that they will be discontinuing the distribution of automated inventory catalog listings on Facebook Marketplace.  

This Marketplace change took effect on September 13th, 2021.

What does this mean for auto dealers?

This means that dealers will no longer be able to bulk-upload their used inventory feed to Facebook Marketplace.

But even though automated Facebook Marketplace listings are being discontinued, the ability to list vehicles manually on Marketplace will remain unchanged.

However, without syndication, managing inventory on Facebook will be a daunting task…

PLUS, if their inventory goes unposted, dealerships risk losing exposure to the more than 20 MILLION monthly auto shoppers on Marketplace! 

But we’ve got a solution!

To try and make the impossible seem possible, we’ve been hard at work building a new Facebook Marketplace solution, where dealers can easily identify listings that need posted, updated, or removed.

So, what is the solution?

Continue to post to Facebook Marketplace faster and with more accuracy using Dealers United’s new Facebook Marketplace Management Tool!

While this solution still requires that all listings are done manually from your team, our Facebook Marketplace Management Tool is guaranteed to save you time by providing a “To-Do List” that will:

  1. Make it easy for you to compare current inventory to what is on Marketplace
  2. Identify listings with inaccurate or outdated information (like if a price changes)
  3. Display actionable information for listings that need information added, updated, or removed

Check out how it works!


And you’ve got options…

Here are some options that your dealership may choose to pursue after the deprecation of Marketplace automated listings:

  1. Facebook AIA Consolidation – If you are running Automotive Inventory Ads with multiple vendors, choose ONE. Facebook recommends one catalog per dealer, so attribution is based on the catalog not the dealer. This helps you understand the specific metrics from your Facebook advertising. Remember, vendors can share your existing catalog, putting YOU in control!
  2.  Start posting your vehicles – Activate our Facebook Marketplace Management Tool to get your pre-owned vehicles back in the hands of millions of active shoppers.
  3. Lead Management – Once your vehicles are re-posted to Marketplace activate our MessengerBot and Call Tracking add-on to turn inquiries into CRM leads!
  4. Consider Automotive Inventory Ads (AIA) – Now that you are using our Facebook Marketplace Management Tool, you are only a few clicks away from proactively delivering your inventory of both New & Pre-Owned vehicles, in real-time, to in-market shoppers!  AIA is always on and can further leverage the MessengerBot & Call Tracking options for Marketplace.

How Can We Help?

We use Facebook & Instagram to solve dealership’s business challenges!

Dealers United has been at the forefront of Facebook Solutions for automotive dealers and has been working closely with our Facebook team to ensure that the removal of automated vehicle listings catalogs will not derail our dealer’s goals or inventory visibility.

Through our years of experience with Facebook for automotive we know what inventory strategies work!

To discuss how we can help your dealership further, click here get in touch with our marketing experts today!

Manage vehicles on Facebook Marketplace after listings are discontinued.

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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.

Everything Your Dealership Needs To Know About Snapchat

Everything Your Dealership Needs To Know About Snapchat

Everything Your Dealership Needs To Know About Snapchat

Every dealer knows that a key to success in this industry is getting your dealership in front of the right shopper at the right time. 

But dealerships are now being faced with a new challenge of reaching the next emerging auto buyers – Generation Z. 

More frugal and well informed than their Millennial counterparts, Generation Z knows what they want, and you better be where they want to shop. 

And with Gen Z entering adulthood with around $3 trillion in purchasing power, it’s high time that we start to focus on how to reach tomorrow’s auto buyers. 

But don’t underestimate the other generations’ usage of Snapchat.

What Is Snapchat?

Founded in 2011, Snapchat gives users a way to express themselves via images without having to worry about a ton of people seeing their content.

You can take a photo or video and send it to one or many people and after a set amount of time, poof, the media would disappear.

Snapchat was also the original way users could easily apply filters, add unique location tags, text, and even draw on their content. Facebook, Instagram, and TikTok have since “borrowed” this concept for their platforms.

Snapchat has evolved immensely since its inception, but never lost its fun creativity, and now that the majority of its users are entering the career field, dealerships are seeing an opportunity to capitalize.  

Why Snapchat?

Where does Snapchat fall in the realm of social giants? Great question.

When it comes to the kings of social, Facebook has always been on top. Back in 2012, Instagram presented a threat to their throne, but Facebook bought them out before they could take it.

In 2013, Facebook also tried to purchase Snapchat for a booku bucks type deal, but Snapchat’s owners respectfully declined.

Snapchat may never take over Facebook and Instagram as social media’s top dog, but the platform is now reaching an astonishing 75% of Millennials and Generation Z.

Instead of simply being present on multiple platforms like traditional “multichannel” advertising, Omnichannel is customer driven and aims to hit the right customer, at the right time, with the right message, where they are shopping, every time.

Image Source: Snapchat

The platform lays claim to an impressive 93 million US users per day and over 60% of those users are actively “snapping” on a daily basis.

What’s almost more impressive is that Snapchat is increasing their user base by 22% year-over-year.

Over 80% of Snapchat users also share their location with the app, providing a great opportunity to target local auto shoppers to build awareness of your dealership and any current offers or events.

With usage stats like that, it stands as no surprise that advertisers are ready to capitalize on this rising opportunity.

Advertising On Snapchat

Luckily for Snapchat, Facebook has really blazed a trail for social advertising.

So if you know how to advertise on Facebook, Snapchat is a simple next step.

Very much like the Facebook Pixel, Snapchat also uses a “Snap Pixel,” installed on your site so they can create audiences and retarget shoppers from your site on Snapchat.

You can create lookalike audiences (audiences similar to your customers or website visitors), audiences from your CRM lists, retargeting audiences, and engagers of your Snapchat content.

Dealerships can also target in-market Snapchatters using Datalogix auto shopper segments, Edmunds custom audiences, and Placed dealership visitors.

Advertisers can create catalogs to display as inventory ads, which is a BIG win for auto dealerships.


 

And dealerships can start getting their message and inventory in front of these audiences for as little as $5 a day!

Ready to learn everything about setting up and running successful dealership ads on Snapchat? Click here to download Snapchat’s Auto Dealers Playbook.

Download the Snapchat Auto Dealers Playbook!

Click Here

Which platform is right for me?

Dealers United is on a mission to create a complete marketing system that focuses on the individual, instead of the channel.

We’re calling this new approach “Omnichannel,” and by having your marketing efforts work in unison instead of in competition, we are reshaping the way the dealerships reach their customers.

Instead of simply being present on multiple platforms like traditional “multichannel” advertising, Omnichannel is customer driven and aims to hit the right customer, at the right time, with the right message, where they are shopping, every time.

Picture this; a Facebook user clicks on one of your ads and looks at your inventory, but then doesn’t log back in for days.

So is this where their journey ends?

With Omnichannel marketing, we can start reaching that shopper with your live inventory on the other platforms where they are spending their time – including Snapchat, Tik Tok, Pinterest, Facebook, Bing, MSN Autos, and Google.

Using customer driven data, long gone are the days of having different ad agencies randomly toss your inventory up on different channels so you have a check in the box.

Interested in learning more about Omnichannel?

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.

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 Are 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.

Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!

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