Facebook just killed Marketplace for Car Dealers? What now?

On September 13th 2021 Facebook will discontinue the distribution of vehicle, home rentals and homes for sale listings from partner catalog feeds. Listings provided to Facebook via partner catalogs will not be displayed on marketplace including the homepage category pages browse experience or in search results.

Impacted markets include:

  • Vehicles: Australia, Brazil, Canada, France, Germany, Indonesia, Mexico, UK, USA
  • Home Rentals: Brazil, Canada, France, India, Mexico, Thailand, UK, US
  • Home Sales: UK

Automotive: Facebook has partnered with AutoTrader, Cargurus, Carvana and Zipcar to help provide an easy way for vehicle dealerships to advertise vehicles on the platform. These partnerships will allow users in Australia, Brazil, Canada, France, Germany, Indonesia (in Asian languages), Mexico, Thailand and UK access listings from these sites directly on Facebook.

Here are a few options:

To ensure your listings remain on Facebook, you can integrate with one of the partner catalogs listed below. If you are not already partnering with one of these providers to provide inventory in other channels, we recommend adding them as soon as possible:

AutoTrader – US only

Cargurus – Canada and Mexico (in Spanish)

Carvana – All markets except Brazil, France and India (in English)

Zipcar- UK only (English)

There may be more partners added over time.

In the US, you can also use the Manage Inventory tab to create and edit vehicle listings directly from your dealership page.

If you’re not already partnering with one of these providers to provide inventory in other channels, you might want to add them as soon as possible before changes take place.

Remember that if some or all of your products require listing information different than what is provided by the partner catalog feed provider then you’ll need to manually create marketplace listings, one by one.

You will receive a notification from Facebook when this happens.

Remember that if some or all of your products require listing information different than what is provided by the partner catalog feed provider then you’ll need to manually create marketplace listings, one by one.

In the US, you can also use the Manage Inventory tab to create and edit vehicle listings directly from your dealership page.”

So… What’s next for Car Dealers?

Facebook ads are a great way to leverage facebook’s targeting data and reach your demographic. It can be difficult, however, to decide which ad unit (out of the three that Facebook offers) will work for you best.

Now that we’ve exposed the issue, let’s go over all 3 Facebook ad units and their purpose so you can make an informed decision when it comes time to optimize your Facebook ads!

AUTOMOTIVE MODEL ADS (AMA)

AMA is model-oriented and built with the Manufacturer (Tier 1) in mind. With Automotive Model Ads, you can retarget buyers with the exact preferences, including color and trim, that they selected when browsing the manufacturer’s website.

AMA’s allow Facebook to identify the potential buyer’s interest in your vehicle and offer them a highly targeted ad experience.

Since Facebook allows only one car model to be uploaded at one time, you’ll need to upload an AMA for each of your models. This can get expensive if there are more than ten cars listed!

Furthermore, Facebook doesn’t allow multiple offers per campaign to serve ads based on a person’s specific car preference which increases response rates and overall performance based on the campaign’s objective.

AUTOMOTIVE INVENTORY ADS (AIA) & ON-FACEBOOK AIA

AIA is inventory-oriented and built with the Dealer (Tier 3) in mind. With Automotive Inventory Ads, you can automatically serve up ads with real-time availability (inventory on lot) and pricing to people based on vehicles they show intent to purchase.

Automotive Inventory Ads allow dealers to upload their entire catalog of vehicle inventory with relevant details such as make, model and year then show the most compelling inventory and features to the right audiences on their Facebook newsfeed (and other placements such as stories).

Facebook’s targeting data helps connect buyers who are interested in your car models directly back to your dealership website for an easy conversion!

Furthermore, Facebook doesn’t allow multiple offers per campaign which again increases response rates by offering a single objective that connects visitors into making a decision.

IN-MARKET ADS (IMA)

In Market Ads are built with the Retailer in mind. With In-Market Ads, you can drive shoppers to a Product Detail Page (PDP / VDP) on Facebook where you can prospect leads in real-time. You can use an on-Facebook destination to offer in-market shoppers a frictionless mobile-optimized shopping experience.

This ad type is great for retailers who want to capture buyers during their buying cycle and follow up by providing them relevant information so they’ll return or lead into purchasing your products. I see a lot of opportunities for dealers selling low-end aftersale products here.

Additionally, this ad type allows companies that sell online only items an opportunity to reach prospects while browsing other sites like Amazon!

If you are not part of the Autobahn Academy community on Facebook, you can join for free here.

Want to learn more about how Facebook can help your Car Dealership? Download your free Facebook Recipes here.

Most dealers are confused when it comes to Facebook & Instagram, some or you still think it “doesn’t work”. Well, that’s exactly why we created a free 5-day challenge to change just that. You can join for free here.

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