Meta Automotive Inventory Ads

To make the most out of automotive lead generation on Meta, leverage a well-rounded strategy that targets the entire buyer journey. 

That includes using a mix of the available ad and content formats–like Automotive Inventory Ads (AIAs) for the consideration and decision stages. 

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What are Automotive Inventory Ads on Meta

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Automotive Inventory Ads encourage users to purchase vehicles through an optimised online experience via Meta. They are catalogue-based ads specifically focused on automotive businesses. 

AIAs appear as a catalogue on Facebook and Instagram, using your vehicle inventory to build targeted ads. 

Source : MarTech

So, when a user clicks on the ad, they’re redirected to your website or landing page for more information and to share contact details. 

To display AIAs to the most relevant audience, Meta uses data from:

• Your vehicle catalogue (such as model, make, year and pricing)
• Meta pixel on your website 
• Audience interests and engagement on Meta

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Porsche Singapore ran image ads as a carousel with the CTA Book Now, directing potential buyers to an Instant Form. The brand used qualifying questions to identify high-intent leads further. 

As a result, Porsche Singapore saw a 30% lower CPL compared to their usual campaigns. 

Source: Porsche Singapore, Facebook 

A Nissan dealership used AIAs for used cars, highlighting only critical details about each vehicle. This concise ad copy makes it more relevant for high-intent leads. 

When clicked on, each image redirects to the website page for each vehicle.

Source: Matt Blatt Nissan, Facebook Ad Library

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Here’s why AIAs are effective for lead generation: 

1. They focus on in-market auto buyers having purchase intent based on real-time availability and pricing. 
2. It increases the chances of generating leads that are quicker and easier to convert.
3. You can also retarget previously interested buyers and use lookalike audiences to expand your reach, finding leads with similar high intent. 
4. AIAs have a convenient setup. You only need to set up the campaign once to promote all the intended inventory instead of creating separate ads for each vehicle or range. 
5. They load faster on mobile as Meta optimises the vehicle detail page with the on-Facebook destination.

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You may follow this step-by-step guide to create your AIAs:

1. Create a Catalogue

Go to Commerce Manager from your Business Account on Meta.

Click Add Catalogue and select Auto under Catalogue type.

Add the name and click Create. 

2. Create and upload vehicle feed 

Create the data field file for the vehicles you wish to promote.

You may list vehicles in the same feed. Or you could build separate fields for different vehicle groups (for example, SUVs as family cars). 

Upload the vehicle feed to your Catalogue.

3. Create vehicle sets  

Create a sub-group of items in your Catalogue to control what vehicles appear in your ads. 

For example, you could have different sub-groups for SUVs and Sedans under Family Cars. 

4. Connect the Meta pixel and/or mobile SDK to the catalogue

This helps you show AIAs to those users who have previously searched for or interacted with your inventory. 

Meta pixel and/or mobile SDK allows you to understand, track, and measure user actions on your website and app. 

5. Connect Catalogue and Pixel 
6. Create ad template 

Build the ad by inputting details for audience, creative formats, etc. for the campaign. 

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