Technical Setup – Step 1: Define Budget & Platforms
Before moving forward with any paid media strategy, the first thing you need to do as a dealership is figure out how much you are willing to budget for your ad spend, and where you are going to spend your ad dollars..which isn’t easy when users today are hopping between countless apps all day long.
Don’t forget! Use our MarketAnalyzer tool to figure out your suggested ad budget and which platforms you should invest in.
Technical Setup – Step 2: Create Ad Accounts & Business Managers Across Each Platform
Once your dealership determines where to spend your ad budget, the next step is to actually create accounts so that you can move forward with advertising on the desired platforms. You can find everything you need to successfully setup assets in our “Technical Asset Setup Guide: Build Your Omnichannel Ad Accounts.”
Technical Setup – Step 3: Create and Install GTM & Pixels
One of the most crucial integrations for the setup of social ad accounts is Google Tag Manager (GTM). Your dealership will need to work with your Site Provider to install the GTM code on your website in order to optimize your ads and ingest signals from each social platform through their respective pixels. Once installed, this little script of code compiles data from each platforms pixels and ALL other website traffic.
Technical Setup – Step 4: Setup Events For Conversion / Lead Tracking & ADF / XML Lead Distribution
Automotive dealerships need to set up events for conversion and lead tracking, as well as implement ADF/XML lead distribution, to effectively manage and optimize your advertising. ADF (Auto-lead Data Format) / XML streamlines the lead distribution process, ensuring leads are delivered quickly and accurately to your dealership’s CRM.
Technical Setup – Step 5: Create and Connect Vehicle Catalogs
Inventory displayed in Inventory Ads comes directly from your dealership’s Feed Provider. You will need to follow each social platform’s instructions and work with your Feed Provider to sync your dealership’s vehicle inventory with a “Catalog” to generate Automotive Inventory Ads across TikTok, Facebook, Snapchat, and Pinterest.
We have put together a library of resources to help you activate your social ad accounts correctly. Access it here: 13 Resources to Boost Auto Sales on Social Media.
Technical Setup – Step 6: Create Ad Audiences For Advanced Targeting, Add + Set Up Oracle
Diving into the audience targeting tools provided by platforms is often times complicated. It requires dealers to master each channel’s features to accurately target their specified audience – and with each platform having a unique set of options, you must tread carefully…because all it takes is one mis-click to lead to ineffective ads.
Technical Setup – Step 7: Create Ad Copy & Graphics
Curating ad creative and graphics for your dealership’s ads is time consuming, but it can make or break how your ads perform. The way that your ads look determine whether or not your ads are a scroll-stopper, or straight scrolled past. You only have so many chances to capture the attention of car shoppers before your competition gets to them first.
Technical Setup – Step 8: Publish Your Ads & Begin Performance Reporting
Your dealership’s ads are ready to deploy – now it’s time to see how your dealership’s ads are actually driving action off of the lot. Keep reading below for Step 6: “Build and Measure Your Ads!”