This auto dealership showed people vehicles that they had previously shopped for online by using Facebook automotive inventory ads, achieving a 9.4X return on ad spend.
return on ad spend
McCarthy Chevrolet Lee’s Summit offers a wide selection of new and used Chevrolet models to people in the Lee’s Summit, Missouri area. Known for its community involvement, the dealership gave away 62 scholarships to local graduating high school seniors in 2017 and 2018, and supports a number of community organizations, from local hospice caregivers to museums and athletic tournaments.
McCarthy Chevrolet Lee’s Summit wanted to promote the dealership's current inventory and pricing to shoppers who are in the market for a vehicle and then measure the return on ad spend.
McCarthy Chevrolet Lee’s Summit partnered with automotive advertising agency Omni Advertising on this campaign to find new customers and to show ads to people who had previously viewed specific vehicles in stock.
To look for new customers, the team showed automotive inventory ads to specific zip codes and cities around the dealership near Lee’s Summit, Missouri, and to a lookalike audience based on its current customer list. To create the ads, the team uploaded a catalog of its inventory and installed the Facebook pixel on its website to provide information about visitors’ activities there.
The automotive inventory ads then used the information from the pixel to show people vehicles they had previously looked at online, helping to bring these shoppers to the next phase in the vehicle buying journey. The ads appeared in a slideshow format, showing multiple vehicles and prices. Video ads showed several angles and the exterior and interior of one vehicle.
Reaching people who are actively shopping for cars online, and are more likely to buy, helped increase the dealership’s return on ad spend. To further increase returns, the team also selected campaign budget optimization to automatically distribute budget across the campaign's ad sets based on their performance.
Finally, to measure and verify the results of the ads, the team used Facebook’s offline conversions measurement solution and uploaded sales data from the dealership's customer database to Facebook Ads Manager. Facebook matched up the sales information to people who engaged with the ad campaigns to show how many purchases came from which ad sets.
Facebook's offline conversions solution showed that the Chevrolet dealership’s automotive inventory ad campaign, which ran from May 1–June 30, 2019, brought locals to the lot. Results included:
Automotive Inventory Ads
Re-engage people who have an interest in a specific car model.
Lightweight video ads without the time or expense.
Capture attention with engaging video ads.
Find people similar to your customers and contacts.
Measure activity and conversions for your ads.
Communications Director, McCarthy Chevrolet Lee’s Summit
Digital Marketing Director, Omni Advertising