MORRISVILLE, N.C. –
Enhanced Facebook automotive inventory ads as a new capability for the Netsertive Platform will help manufacturers, auto groups, and dealerships “embrace the changing face of consumer shopping behavior,” according to Netsertive.
Netsertive, a digital advertising platform for multi-location businesses, said that with the enhancements, the platform can “dynamically optimize ad spend across its existing portfolio of high-performing digital advertising products.”
The company also said the new ad format will help manufacturers, auto groups, and dealerships get their vehicles in front of more car buyers online “with a more efficient ad spend.”
Netsertive says that with the disruption in automotive retailing, dealers can no longer post their inventory online and simply hope for the best. The company says Facebook’s Automotive Inventory Ads use Netsertive’s Dynamic Inventory Catalogs to match in-market shoppers with real-time inventory availability online.
The feed surfaces VIN-specific details, price and pictures to match vehicles, down to the specific makes and models that shoppers show intent to purchase.
With Netsertive’s Platform integration with Facebook, auto dealers gain instant access to Automotive Inventory Ads. According to Netsertive, that makes it simple to incorporate the ad format into the marketing mix without what it describes as “complicated system integrations.”
The additional creative capability on top of Netsertive’s multi-channel Digital Advertising Platform has allowed the Russ Darrow Group to reach more local auto buyers and turn them into customers, according to Netsertive. The Russ Darrow Group operates 15 locations and sells new and used inventory across Wisconsin, and the company incorporated automotive inventory ads into its existing mix of digital ads across search, display, social, and video.
That drove a 176% increase in form fills to “Schedule a Test Drive,” along with a 49% decrease in cost per lead.
“At Russ Darrow, we strive to find partners, not vendors,” Russ Darrow Group marketing and BDC director Kelly Phillips said in a news release.
Phillips continued, “Partnering with Netsertive has allowed our marketing dollars to be more targeted and produce better-quality conversion opportunities within our BDCs and on our showroom floor. We aren’t looking for vendors that just tell us everything they do well. What I love about Netsertive is not only do they know what they are doing, they also know when something hasn’t worked. They allow us all to be part of the process, which has yielded better results.”
Netsertive chief executive officer Steve Leonard said every marketer in the world is currently trying to do more with less.
“Dynamic inventory feeds allow marketers to serve a highly targeted, relevant message to in-market shoppers,” Leonard said. “Layering this capability into our existing suite of digital channels is helping our customers’ ad spend go farther.”
Automotive Inventory Ads through Netsertive’s platform are available this fall.