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30 May 2017

How to set up used car Facebook DPA adverts

Facebook adverts are a fantastic channel to be advertising on, and with Dynamic Product Adverts (or DPAs), as a car dealer, you can use these to your advantage to dynamically advertise used cars you have in stock without having to update anything.

Used Car DPA Adverts

A tricky thing about advertising used cars is that they sell. They’re unique products in stock, and they come and go so quickly that it can be hard to advertise individual used cars while keeping that advert updated. This can be time-consuming if you’ve always got to remove used cars that have sold, but not with Facebook Dynamic Product Adverts.

DPAs are carousel-style adverts that automatically load in images and link to that particular product on your website. Once set up, there’s little else you need to do apart from making sure all code remains intact. The advert will automatically pull in vehicles you have in stock, as set by the parameters you choose when creating the advert, such as make, model or price.

1. Make sure you have a Facebook Business Manager Account

To do this you need to be the administrator of a business account and have your advertising all set up. This includes payment, so it’s best to get all this sorted first. A business account simply lets you manage more than one Facebook page, control user access and see stats much more easily.

2. Point Facebook to your used car feed

You can upload a CSV file with your products listed, but this won’t allow the advert to update when a car sells. Instead, you need to point Facebook to your used car feed. This is where it gets technical, so you’ll ideally need your developer to implement this for you.

You need to meet some guidelines set by Facebook in terms of column names so that it can be read correctly. But essentially, this stage involves copying and pasting some code that Facebook supplies for you.

3. Set up the custom audience pixel

This ‘pixel’ gathers information about visitors to your website, with three mandatory pixel events: View Content, Add to Cart and Purchase. These allow the dynamic adverts to determine who did what with that product. Obviously, there are no ‘carts’ to add used cars to on most dealer websites, but it’s something Facebook requires.

This is another bit for a developer; they essentially need to add a bit of code to your used car pages, as well as your ‘thank you’ pages, for the ‘purchase’ pixel to let Facebook know a customer has already enquired on this car.

There’s lots of code and copying and pasting, but a developer will know what needs to go where.

4. Build a dynamic advert template

Here you can get creative and build the look of the advert as well as a customised message for each product. With dynamic adverts, you can map data fields, meaning that Facebook will display the make, model and any other details you choose, automatically.

What Facebook is doing is copying the product name and price from your feed and adding it to the advert. You can essentially create an advert in the same way you normally would, but where you’d normally put the brand, you’d instead put its placeholder, such as {{brand}}.

This way you can create a template that still reads well no matter what the models on display are. For example, you could say:

‘Used {{brand}} cars at exceptional prices’

Which would translate to:

‘Used Audi cars at exceptional prices’
‘Used BMW cars at exceptional prices’
‘Used MINI cars at exceptional prices’

And so on.

Seem a bit tricky? Let us do it for you

If all this talk about tags and code sounds like something you’d rather not deal with, we can set up your DPA adverts for you! Simply get in touch today, tell us what you need and we can get your dynamic product adverts set up on Facebook and handle all the code ourselves.

Ask us a question