The Future of Retargeting on Facebook

By: Mat Lee, Prime Response Product Manager

Automotive dealerships spend countless hours and dollars working to drive in-market shoppers to their websites through varying digital sources and mediums. While many of these efforts may have been a success due to the intelligence that now exists within the digital space, one problem still exists: dealers seldomly have their shoppers’ full attention. Through this, it’s important to understand that even low funnel shoppers can get pulled away and finish shopping elsewhere.

The solution to re-capturing a shopper’s attention, for a while now, has been retargeting. Retargeting has historically been a means of targeting automotive shoppers who have visited a dealership’s website and were later served an advertisement. This has allowed dealerships and advertisers alike to share inventory that was viewed, advertisements that were viewed, and much more.

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As we look to the future, it’s critically important to understand how retargeting has grown – in this case, on Facebook. Through the hyper-intelligence that Facebook offers, there are a few questions to ask to determine the success or failure of a retargeting ad on Facebook:

Who am I specifically targeting with this ad?

Even with the best ad copy in the world, the ad won’t find success if it targets the wrong people.mat-lee-jan-11th-blog

Is my ad static or dynamic?

While static ads may be easier to create, dynamic ads offer more personalization to the customer and promote a stronger conversion rate for auto dealerships.

Where are my retargeting ads being placed?

Digital efforts can be wasted if the ad’s placement does not adhere to those places where a dealership’s targeted customers are engaged while on Facebook.

A shopper that leaves your website without submitting a lead doesn’t have to be a loss; Prime Response will keep your inventory in front of these in-market customers and bring them back to your website

Thanks to Prime Response, dealers can now reach warm customers who have already revealed quite a bit about themselves through their actions on dealerships’ websites. These actions allow Prime Response to dynamically drive deep-linked traffic directly to VDPs by displaying the exact vehicles that shoppers previously viewed. This targets customers who shopped, but didn’t submit a lead. As a result, going forward, a shopper that leaves a dealership’s website without submitting a lead doesn’t have to be a loss; Prime Response will keep inventory in front of these in-market customers and bring them back to your website to continue shopping.

If you’re looking to learn more, contact us today at 877.421.1040!

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