Digital Dealer - March 2019 - 19

Road Trip to DD26 | April 9-11, 2019 | Orlando

Featured Session:
basic demo targeting in
mind (age, gender, location)
so that AIA prospecting
can optimize to the people
you are most interested in
connecting with.
GETTING STARTED
WITH AUTOMOTIVE
INVENTORY ADS

If you have already
followed the guidelines for
proper pixel and vehicle catalog set up for Facebook,
you are ready to create your
AIA prospecting campaign
in Ads Manager (If you need
more set up help, search
"Setup Automotive Inventory Ads" in Facebook's Help
Center):
1. UNDER THE
CATALOG SALES
OBJECTIVE, you will see

the prospecting option
within the ad set level under
"Define a broad audience
and let Facebook optimize
who sees your products."
From there, you will want
to pair this with very broad
targeting for best performance, which is simply age
and gender.
2. BIDDING: We recommend starting with "lowest
cost" bidding for the first
week of the campaign. This
will allow our models to
collect data and calibrate
bids. After the first week,
advertisers can either
continue using lowest cost
or modify their bids to target
cost based on the average
bid values they have observed during the first week.
3. BUDGET: As a starting point, we recommend
advertisers to choose a
budget that corresponds
with their audience size.
For instance, if the project-

ed audience size with AIA
retargeting was X, and the
audience size for AIA for
prospecting is 4X, then the
advertiser should 4X their
retargeting budget to accommodate the increased
audience size. Please note
that this does not mean delivery will necessarily be 4X
greater than retargeting but
can be used as a starting
point for budget planning.
4. OPTIMIZATION: We
recommend optimizing for
conversions based on the
online events that are most
important to your business
such as VDP views (using
ViewContent event) based
on 7-day attribution.
5. PLACEMENT: We
recommend selecting
automatic placements so
that Facebook's machine
learning can determine
where best to show ads to
drive the most conversions
at the lowest cost.
For more information on
AIA prospecting best practices, please search "Best
Practices for Automotive Inventory Ads" in Facebook's
Help Center.
GABRIELLE GARRISON is
on Facebook's Automotive
Global Sales Team where
she helps dealerships scale
their marketing efforts to sell
more cars on Facebook and
Instagram. With 9+ years in
the media business, Gabrielle
got her start in advertising
helping small businesses
in Tampa, and later moved
to advertising for eBay.
com helping brands such as
Progressive, Ford, and The
Chrysler Group just to name
a few.

DIRECT FROM FACEBOOK:

4 Strategies
for a Full Funnel
Marketing Approach
on Facebook,
Instagram, &
Messenger
Marketers are under increasing pressure to
demonstrate that their strategy delivers results
through strong return on investment (ROI) and a
tangible contribution to growth. However, in the
pursuit of profitability and key performance indicators (KPI), too many brands take a short-term
view of marketing-which can come at the cost of
long-term brand building. And while these brands
may demonstrate results in the short term, they
could optimize for long-term success by focusing
on building their brand, as well as driving sales.
Join Facebook as they walk through four strategies
for a full funnel dealership marketing strategy that
will build your brand, gain more leads, and sell
more cars - all at the same time.

Takeaways:
 Understand of the importance of a full funnel
strategy and how pairing your brand with direct
response can help with not only short-term objectives
but long-term brand building.
 Segment your marketing into four strategies to
capture car shoppers at every stage of their shopping
journey through strategic planning and proper content creation.
 Master how to pair proper measurement to these
strategies to ensure eﬃciency and gain helpful metrics
to build your marketing audiences.
Speakers:

GABRIELLE GARRISON,
Client Solutions Manager, Auto, Facebook
BRIAN SENCICH,
Client Partner, Automotive, Facebook
Learn more about DD26 here:
www.digitaldealer.com/Conference

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

MARCH 2019

http://www.digitaldealer.com/Conference http://www.DIGITALDEALER.COM

Digital Dealer - March 2019

Table of Contents for the Digital Edition of Digital Dealer - March 2019