DARCARS Automotive Group

Success Story

Dynamic ads drive dealership traffic

The automotive group and its partner Dealer.com used dynamic ads to increase dealership website traffic, resulting in over 45,000 vehicle detail page views in 3 months, at 92% lower cost per view than other ad streams.
  • 92% lower cost per vehicle detail page view
  • 66% lower cost per click
  • over 45,000 vehicle detail page views

Their Story

An East Coast car dynasty

Founded in 1977, the family-owned DARCARS Automotive Group serves Maryland, Virginia, DC and Florida with 38 dealerships representing 15 brands. Emphasizing service and community, the chain sells one out of every 600 new cars sold in the US.

Their Goal

Increasing page views

The DARCARS team wanted to increase online views of vehicle detail pages (VDPs) for inventory vehicles at key locations, while keeping its costs per click low, with the goal of increasing sales and maximizing its return on ad spend.
Facebook has made a big impact on our sales...generating traffic at a fraction of the cost of other ad venues. Customers mention the Facebook ads they’ve seen, which gives us insight into the conversion value of these ads.
Haman Baniamam, Director of Technology and Ecommerce, DARCARS Automotive Group

Their Solution

Showcasing in-stock cars

To highlight current inventory at each of the dealerships involved in the campaign, DARCARS Automotive Group turned to Dealer.com, its website and advertising provider. Dealer.com integrated with Facebook’s Marketing application programming interface (API) to easily launch Facebook’s new dynamic ads on a massive scale. This included pushing inventory feeds, creating product sets and launching campaigns with minimal human interaction.
For each location, the Dealer.com team created an ad framework using dynamic ads, which are link ads that dynamically pull vehicle photos from each DARCARS dealership inventory database into ads that are shown to people living nearby. Brief captions and dealership branding accompanied each photo, and a website link appeared on the final panel of each set.

Reaching qualified shoppers

Dealer.com targeted the ads to a Custom Audience of people who had looked at DARCARS’s vehicle inventory and a lookalike audience of people who shared key characteristics with that group, combined with interests and location targeting, to reach the right people.

Traffic control

Dealer.com monitored website visits and used the Facebook pixel to track VDP views on DARCARS’s websites and establish a cost per click. The team tested different versions of the ads to see what resonated with its audience, and found that minimal text worked best with the dynamic ads.
הקודםהבא

מוצרים בשימוש

יעדים

Their Success

Accelerating sales

DARCARS and Dealer.com ran their dynamic product ad campaign for just 3 months in 5 locations and saw dramatic results: year-over-year sales increased at a significantly lower cost per VDP view. Between September–December 2015, they achieved:
  • 92% lower cost per VDP view than other ad platforms
  • 66% lower cost per click
  • Over 45,000 VDP views
  • 2.6 million people reached
  • 5.5 million impressions

Keys to Success

Test Facebook ads

Find out what types of ads and creative your audience responds to most. Try out different ad types and test one variable at a time—such as ad text, targeting, images and where the ads link to. Then create future campaigns based on the variables that performed best.

Drive people to your website with link ads

Create compelling link ads or Carousel ads using quality images, engaging ad text and headlines and call-to-action buttons to help boost traffic and sales on your website.
I thought Facebook marketing would never work... until an ad popped up in my own feed for something I hadn’t bought the first time I saw it. Traditional media is like throwing your cards in the air and seeing what sticks. Facebook ads let you locate the audience you want and target them with relevant content.
Haman Baniamam, Director of Technology and Ecommerce, DARCARS Automotive Group