Digital Dealer - March 2019 - 18

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M A R K E T I N G & A DVERT ISING: SOCIAL M EDIA

Under the Hood
with Automotive
Inventory Ads for
Prospecting
On January 25th,
Facebook announced
updates to our automotive
solutions that are available
for dealerships to showcase
their vehicle inventory. It's
important to know exactly
what these updates are,
and how they should be
leveraged as an automotive
marketer.

AUTOMOTIVE
INVENTORY ADS (AIA)

AIA, originally named
dynamic ads for automotive
(DAA), was rolled out in
Nov 2017 to create a more
specific automotive solution
for marketers. This vehicle
listing solution allows dealers to promote their entire
catalog of inventory and
show the most compelling
vehicles to the right audience, to drive vehicle detail
page views, lead submissions, and ultimately sales.
The change to calling it
AIA further helps simply for
automotive marketers the
right option for uploading
your inventory to show it on
Facebook in a dynamic way,
thus removing friction and
confusion when you see
multiple options for dynamic
ads on Facebook.
18

MARCH 2019

Based on feedback
from clients and observing
market needs, we began
to develop a product that
would help dealers reach
more high-intent buyers
in the market. Thus, came
the birth of the newly
announced product on

those who have displayed
vehicle intent on Facebook
properties and across the
web. This change allows
advertisers to reach more
in-market shoppers they
haven't interacted with yet
to generate demand while
driving efficient return on ad

...YOU CAN NOW
EXPAND AIA TO TARGET A
BROADER AUDIENCE AND
OPTIMIZE AD DELIVERY
TO THOSE WHO HAVE
DISPLAYED VEHICLE
INTENT ON FACEBOOK
PROPERTIES AND ACROSS
THE WEB."
January 25th, Automotive
Inventory Ads for Prospecting.
AIA for Prospecting lets
marketers deliver automotive inventory ads across
the Facebook family of apps
and services. Whereas
targeting was previously
limited to recent website
and app visitors, you can
now expand AIA to target
a broader audience and
optimize ad delivery to

D I G I TA L D E A L E R . C O M

spend.

TARGETING, OR
OPTIMIZATION?

On first read, marketers might believe that
AIA prospecting is a new
targeting solution. In fact,
AIA Prospecting is not a
targeting solution, but rather
an optimization tactic to
help power your targeting to
work harder for you.
The optimization models
on Facebook aim to find

PRESENTER
By Gabrielle Garrison
Client Solutions Manager,
Auto, Facebook

people who have vehicle
intent, based on signals from on and off of
Facebook. For instance,
these can be based
on behaviors such as
browsing vehicles across
a variety of automotive
sites, browsing activities
on Marketplace and automotive-related Facebook
pages, and asking for
vehicle recommendations. We then match the
intent that people have
expressed with vehicles
from an advertiser's catalog that best aligns with
this intent, meaning that
the ad creative can be
dynamically generated to
match a person's vehicle
interest. This optimization allows advertisers to
reach a broader group of
in-market shoppers than
before.
It is important to note
that Facebook optimization algorithms seek
to understand people's
interests and intent based
on all available data. All
information used is aggregated with millions of
other signals before being
read by our optimization
systems - the tool prohibits conquesting, ensuring
your website visitors are
not directly targetable.
Because of the sophisticated optimization capabilities of AIA prospecting,
advertisers can simplify
their targeting and not
worry about including
targeting for in-market
shoppers. For the best
results when utilizing AIA
prospecting, make sure
that you still keep your
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Digital Dealer - March 2019

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