A recent study has found that 68% of car buyers found their vehicle on social media – these are the shoppers who prefer a more digital path to purchase, and they engage better with dealers online than in the showroom. This signifies a great new opportunity for dealers to reach the car shoppers who prefer digital with Facebook advertising.
Because users spend 1 out of every 5 minutes online engaging with social media, with the most popular network being Facebook, now is a great time for dealers to introduce Facebook campaigns into their digital strategy. It’s important for Facebook campaigns to focus on delivering traffic to the dealer’s Vehicle Details Pages because this is where they gather the information necessary to make a purchase from the dealership. It really doesn’t matter if they “like” the post or click the ad and visit your home page – if they aren’t reaching a VDP, they probably aren’t buying that car.
With LotLinx Deeplinking™ for Facebook, our proprietary advanced targeting technology is layered onto Facebook’s core targeting capabilities. This serves VIN-specific ads to users who have demonstrated shopper intent, and brings them directly to the dealership’s VDP. In fact, dealers using LotLinx to manage their Facebook campaigns experience a 98% VDP goal completion rate! Dealers driving traffic to their website using Facebook without LotLinx Deeplinking™ see less than 10% of their ads delivering shoppers to their VDPs.
For more insight and information, read Car Shoppers Prefer the Digital Path to Purchase from DataMentors.