In today’s ever-changing world, the automotive industry must always strive to adapt. Most consumers don’t want to fill out a website form and wait hours for someone to respond, and as a consumer myself, I want the convenience of reaching a human representative right then and there.
Enter Meta Call and Messenger Ads, which allow you to swiftly reach your target audience and improve the ease at which consumers can get in touch with you. Whether it’s to learn more about a vehicle, schedule a test drive or inquire about a service appointment, Call Ads help generate leads by encouraging people to call your dealership. Messenger Ads, on the other hand, let consumers set up appointments through online chat. PCG tested both of these strategies to help clients bring more people into the service lane this summer.
Results
Call Ads
We set up the Call Ad to feature the auction buying type and traffic campaign objective, to have customers click the ‘Call Now’ CTA to schedule a service appointment. Keep in mind, this is only available to view on mobile placements.
Additionally, we aimed to achieve our goal through two different ad sets: one that utilized interest targeting, and the other retargeting those who have interacted with the dealership’s Meta platforms and website. As you can see below, this approach included a video to highlight the store’s 75 amazing years of business and a carousel ad to showcase all the great service specials, complete with engaging ad copy:
Carousel Creative – this includes the monthly service specials and displaying availability at the store
Video Creative – this displays the dealer’s great service department and what they mean to the community
Now that you’ve seen the ad, let’s take a look at the numbers:
This Call Ad ran for 20 days and received 5 calls to schedule a service appointment.
Messenger Ad
Our Messenger Ad for this campaign utilized the auction buying type and an engagement objective, with the goal of having people schedule a service appointment via Messenger. Identical to the two different sets for the Call Ad, we employed interest targeting and retargeted anyone who has interacted with the dealer’s Meta platforms and website. This time, the video and carousel ad highlighted monthly specials to encourage service-related engagement:
Carousel Creative – this includes the monthly service specials
Video Creative – this shows a fun and interactive way to display your service specials
Let’s look at the numbers for the Messenger Ad:
This Messenger Ad ran for 21 days and received 9 messages to schedule a service appointment
After its implementation, we’ve concluded the best practices for this ad type includes:
- Engaging video for your ad creative
- Enticing service specials
- Making sure the service department has availability to schedule appointments
- Having a strong chat provider connected to Messenger
Next Steps
Below are some questions that can help you figure out which option works best for your dealership:
PCG highly recommends implementing this path of communication into your online social media strategy – making yourself easily accessible is a surefire way for customers to increase interaction and build loyalty with your brand.
In summary, Messenger and Call Ads can elevate the consumer’s vehicle-buying experience and are just another way to help keep up with a constantly-evolving landscape. Contact PCG Digital to learn more about developing a personalized Messenger and Call strategy for your dealership today!
