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Facebook Adds New Tools for Auto Dealers

November 16, 2017

Facebook has announced new digital tools designed to help auto dealers connect with and capture car buyers on the social network. Photo by LPS.1
Facebook has announced new digital tools designed to help auto dealers connect with and capture car buyers on the social network. Photo by LPS.1

MENLO PARK, Calif. — Facebook has announced the launch of dynamic ads and new updates to lead ads, both specifically designed for automotive businesses, including dealers.

The dynamic ads are designed to self-generate based on each dealer’s updated inventory — primarily make, model and year — to show the most compelling vehicles to individual Facebook users. Dealers may choose to link the ads to vehicle description pages or lead submission forms.

The company also announced enhancements to its lead ads. Designed to simplify the process of “capturing intent,” lead ads now send users to a prepopulated contact form; users need only confirm the information they wish to share to make contact. Both enhancements were designed to target Facebook users on any platform, including smartphones, tablets and desktop computers.

“To be successful in today’s auto industry, you can’t wait for customers to find you — you need to create intent by proactively reaching people in relevant and timely ways,” Facebook’s announcement read, in part. “The people coming into a dealership are just a small subset of your potential customer base — and that’s why it’s helpful to generate intent before they arrive to your location.”

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