Facebook recently announced that, as of September 13, 2021, they will be removing the ability for dealers to automatically display their inventory via feeds onto Marketplace, including the Marketplace homepage, category pages, browse experience or search results. The change comes as Facebook shifts its focus away from dealers and onto consumer engagement, putting a bigger emphasis on online transactions for smaller, day-to-day consumer goods, like clothing and used furniture.
While updates to Facebook are nothing new for car dealers, we want to help you get ahead of the latest change. Read on to understand what these changes mean for your dealership and how CarGurus can help you continue to get your vehicles in front of ready-to-buy shoppers on Facebook.
What does this mean for my dealership?
While vehicle listings pushed from your inventory feeds will be no longer be displayed on Marketplace, there are still several ways to reach car shoppers on Facebook.
- Use Marketplace to push high-value listings only. You can still create Marketplace listings for your vehicles to promote on your Business Page, just manually and one at a time. Focus only on listings that have the most potential to drive profit.
- Take advantage of the ‘Vehicles’ tab on your dealership page. Use your inventory feed to showcase your full inventory on the ‘Vehicles’ tab of your dealership’s Facebook page.
- Run automotive inventory ads. The information for inventory ads will still pull from your inventory feeds and the placements will be displayed across Facebook.
- Capitalize on CarGurus RPM ads. Instead of showing your inventory on Marketplace, let CarGurus target shoppers who are in-market for vehicles like yours with relevant, inventory-specific ads.
How does CarGurus RPM help me continue to reach shoppers on Facebook?
We know that the Facebook audience is still valuable to dealers, which is why CarGurus RPM lets you continue to tap into a vast audience of shoppers on Facebook.
What makes RPM different? RPM ads don’t run on Facebook Marketplace, so you can continue to push your inventory to Facebook via a feed and avoid the time-consuming hassle of manually creating new listings. Even more, RPM ads are powered by CarGurus data to ensure you’re reaching shoppers who are truly in-market for vehicles like yours. The ads drive shoppers directly to your dealership website where there is no competition and shoppers are more likely to convert.
Though most changes take time to adjust to, you don’t have to wait until September to get started. Contact your account rep to find out how CarGurus can help you implement an effective strategy that drives high-quality leads from shoppers across Facebook and other channels.