Whether we like it or not, big changes are coming for both Facebook and iOS, two platforms that play an essential role within the field of automotive marketing. Keep reading our latest article to learn what these new updates mean for advertisers and how your dealership can be prepared for them

Over the past decade, platforms like Facebook have become a crucial part of any business’s marketing mix, especially within the automotive industry. Apple’s iOS 14 platform has quickly become one of the leading mobile operating systems in the world and advertisers across the country optimize their digital strategy to target the platform. What many dealerships don’t know is that big changes are coming to both systems, affecting the way they can advertise and track customer actions.

Change to the iOS Privacy Agreement

Apple’s newest iOS 14 update is aimed at customer privacy, giving users the choice to opt-out of ad tracking. In simpler terms, users will now get to choose if they want to share their browsing habits and demographics with third-party advertising partners. This significantly affects advertiser’s abilities to personalize their marketing campaigns and see in-depth analytics. Furthermore, Apple’s update also directly impacts how Facebook processes and reports on data. It will be more difficult to track users’ actions and as more users implement this update and choose to opt-out of ad tracking, retargeting audiences will also shrink. 

As a result, Facebook has moved from a pixel-based tracking system to Aggregated Event Measurement as a way to measure web events from iOS 14 users. If your marketing team has opened Ads Manager as of April 2021, they have likely been blasted with notifications and warnings about this update.

If your team has not already taken action, here are three steps to make the most out of these updates:

1. Verify Your Web Domain

To verify your domain in Business Manager, go to “Business Settings” and scroll down to “Brand Safety. and click on “Domains.” 
From here, follow these instructions from Facebook to complete the domain verification process. 

2. Optimize Web Events 

Once verified, you can configure up to eight web events as part of the Facebook Aggregated Events Measurement tool. Facebook will use these events to optimize the ad delivery process.

For dealers, we recommend the “View Content” event remain a top priority. Most automotive Facebook calls to action aim to direct viewers to inventory on your site.

3. Strategically Expand Your Ad Targeting Audience

We know that custom audience size is going to decrease as a result of Apple’s update and while dealers may now have a smaller sample to pull from based on their web activity, consider focusing on Interest-based Facebook targeting options or a list of past purchasers or service contacts from your CRM.

The Future of Facebook for Auto Dealers

The exact impact Apple’s AppTracking Transparency will have on auto marketers remains unknown. While these updates may seem a bit overwhelming for your dealership, it’s important to keep in mind that the iOS 14 update does not limit web tracking capabilities for non-Apple users and those shopping on desktop. It seems that even with the new iOS update, Facebook will continue to be a marketing platform that’s worth the time and investment.

Thousands of dealerships nationwide trust our team of social media gurus to affordably expand the reach of their business and engage with new customers. To learn more about our social media management program, visit us online.

Is your dealership having trouble growing its social media presence? You're not alone. Car dealers aren't exactly known for having a large following on social networking platforms. However, DealersLink is looking to change this misconception. Keep reading to discover how our social media management system is helping dealerships nationwide expand their reach like never before.

If there’s anything we’ve learned over the past year, it’s how to adapt. Although the automotive industry has been around for over a century, much of the industry’s sales techniques have been based on traditional, face-to-face methods, not incorporating much online interaction with the consumer. But since the inception of the COVID pandemic, dealers across the nation are beginning to use the full potential of social media marketing to help their dealerships find success in a changing environment.

Facebook Opportunities for Dealers

Car dealers know that advertising and managing content on Facebook can be both time-consuming and difficult. So, we’ve made it easy here at DealersLink. Our social media tool helps dealers simplify their social media process by fully automating content creation and advertising. Dealerships that use DealersLink have increased brand engagement, reaching ready-to-buy consumers, driving promotions and events, and ultimately building lifelong customers.

Facebook Content for Dealerships

One of the most crucial aspects of social media marketing is content creation, an aspect DealersLink specializes in. Be it capturing video, taking photos, writing engaging social posts, or updating current inventory, we can turn any dealership’s Facebook page into a lead-generation machine. Simultaneously, dealers can stay up to date with their dealership’s performance from our custom-designed social dashboard, allowing them to track leads, engagement, and posting.

Facebook Marketplace for Dealerships

Facebook is more than simply a content channel for your dealership. The Facebook Marketplace has grown rapidly over the past years, especially within the field of used car sales. In fact, in the US alone, more than 20 million people click on used vehicle listings every month. DealersLink helps dealers tap into this hotbed of demand, creating up-to-date, engaging listings for any car on the lot, then sending leads directly to dealers as soon as they are received.  Furthermore, marketplace listings and ads can be automated based on criteria set by the dealer, allowing full customization.

Facebook Ads for Dealerships

No social media strategy is complete without digital advertising. By using Facebook’s advertising platform, DealersLink makes engaging your target customers simple. Our custom-designed targeting system allows any dealership to reach its ideal customers based on location, interests, and behavior. Dealers can track their campaigns from a custom digital dashboard and watch as leads flow in from all over their local and regional area.

So, what is your dealership waiting for? Engage your customer base and sell more cars using our team of proven social media experts. Schedule a demo today or visit us online at DealersLink.com.