Facebook Enhances Ad Units for Automobile Dealers

Facebook is upgrading the targeting capabilities of its automotive inventory ads with the ability to reach more people.

Dealerships can now use automotive inventory ads to reach people who have visited other auto and dealer-related Pages, websites and apps.

Previously, targeting of automotive inventory ads was limited to people who visited a dealer’s own website or app.

According to a recent Facebook IQ survey, 63% of car buyers discover new vehicles online. With this update, dealers can now reach more prospective buyers.

“Here’s how the ads work: let’s say someone is researching and comparing vehicles across several car and dealership sites.

We then automatically generate tailored ads that show the most relevant vehicles to the right audiences, such as people who have visited a car-related Facebook Page, but have not yet visited the dealership’s website.”

Automotive inventory ads allow dealers to upload their car inventory with details such as make, model, year and location.

Brands testing the new targeting capabilities of these ads are seeing strong results, Facebook says.

Lexus Santa Monica used the ads to drive 3.2X more vehicle detail page (VDP) views and 3X lower cost per VDP view compared to previous prospecting campaigns with the same budget.

Castle Chevrolet saw a 27% increase in reach using the new targeting, compared to a prospecting conversion campaign using lookalike audiences.

Facebook notes that auto advertisers can use these ads to reach buyers, but they will not learn any personal information about them.

Also, people can opt out of seeing these ads at any time.

The upgraded automotive inventory ads are now available for all advertisers on Facebook, Instagram and Audience Network.

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Marketers are Shifting Advertising Budgets to LinkedIn

Marketers are reportedly shifting advertising budgets away from platforms like Facebook and Twitter, and spending more on LinkedIn ads.

According to a programmatic advertising survey conducted by DigiDay, 42% of media buyers plan to increase their ad spending on LinkedIn.

Around 47% plan to keep their LinkedIn ad budgets the same and 11% said they would decrease spending.

DigiDay’s survey data is based on 290 media buyers who already utilize LinkedIn.

One of the reasons why marketers may be increasing their LinkedIn ad budgets is because the ads are more expensive to buy.

LinkedIn video ads, for example, can be 6 to 8 times more expensive than a video ad on Facebook.

A unique benefit of LinkedIn ads, arguably justifying the added cost, is the ability to target business professionals.

For example, advertisers can target LinkedIn users who work at a large company with over 10,000 employees.

In contrast, Facebook does not allow advertisers to target people by their job title or place of employment.

LinkedIn ads are said to drive more quality leads, while ads on Facebook and Twitter are better for reach and awareness.

Foursquare, a company that spends more of its advertising budget on LinkedIn, says every five figures spent generates six figures in return.

Marketers also praise LinkedIn’s internal ads team, while Facebook’s team is said to be “frustrating.”

New LinkedIn Ad Targeting On the Way

Sources tell DigiDay that LinkedIn is working on a solution for targeting “lookalike audiences.”

This would allow marketers to target potential customers who are similar to a company’s existing customers.

If that sounds familiar, it’s because Facebook offers a similar targeting capability on its ad platform.

Most recently, LinkedIn introduced interest targeting, which lets marketers target users based on their professional interests.

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Nearly 70% of Consumers Say Page Speed Impacts Their Purchasing Decisions

A report on page speed revealed nearly 70% of consumers say a website’s loading time affects their willingness to buy.

Further, 81% of marketers are aware that page speed impacts their conversions, but the majority aren’t making it a priority.

About 73% of marketers think that improving page speed is either somewhat urgent or very urgent, although only 3% say improving page speed is their top priority in 2019.

This data is included in a 2019 report on page speed stats and trends from Unbounce, which is based on responses from 750 consumers and 395 marketers.

Most websites are too slow, according to the report, with the average page speed clocking in at 15 seconds.

That’s troublesome when you consider that half of visitors will leave if they’re forced to wait longer than 3 seconds.

Not only will page speed affect conversions, but it can negatively affect organic and paid search results as well.

“Because [websites are] too slow, they’re likely paying more than they need to for their search ads—and disappearing completely from organic search results.”

How Consumers Respond to Slow Sites

If there’s a silver lining to all of this, it’s that users are more likely to blame their own internet connection versus blaming the website.

When encountering a slow website, almost half of consumers say they’ll try to refresh a page at least once.

But 22% of consumers say they’ll close the tab, and 14% say they’ll visit a competitor’s site.

According to the report, Android users are more patient than iOS users.

Of those who will wait no longer than 3 seconds for a page to load, 64% were iOS users compared to 36% who were Android users.

Of those who would be willing to wait 11-13 seconds, 36% were iOS users compared to 61% who were Android users.

With that said, marketers should be aware that iOS accounts for 65% of mobile phones in the US.

What’s the Solution?

A quick win when it comes to improving page speed is to remove unnecessary animation and video.

Half of all consumers say they’d be willing to give up animation and video for faster load times.

A quarter of respondents said they could even live without images.

Here are some further resources where you can learn more about improving your website’s page speed:

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