How to transition from dynamic ads to dynamic ads for automotive

30/11/2019

If you are currently using dynamic ads with an e-commerce product catalogue and pixel set up to promote your vehicles, we highly recommend switching to dynamic ads for automotive, which is optimised to reach and retarget in-market car buyers. Use this guide to help you transition and learn how to set up new dynamic ads for automotive campaigns.

Why should I switch from dynamic ads to dynamic ads for automotive?

The dynamic ads for automotive format is unique in that it leverages automotive-specific parameters to provide a more optimal targeting, retargeting and recommender algorithm. For example, this ad format accounts for the location of the vehicle when delivering the ad to the target audience, whereas the original version of dynamic ads for e-commerce does not. With dynamic ads for automotive, you can easily reach in-market shoppers with the most relevant content based on where each person is within the customer journey.

Click to see a chart that compares dynamic ads and dynamic ads for automotive side by side to better understand the benefits of making the switch.

Dynamic ads for automotive vs dynamic ads

Dynamic ads for automotiveDynamic ads
Verticals tailored towards AutomotiveE-commerce/retail
Targeting supported
  • Retargeting for new and used car inventory.
  • Prospecting for automotive intenders through Lookalike Audiences.
    		• Using workarounds, you could do retargeting for new and used inventory. There is no location support and e-commerce personalisation algorithms will be used.
    Dynamic vs static feeds
  • Automotive-specific parameters (make, model, trim, etc.)
  • Location coherence supported to ensure relevance to user location
  • E-commerce/retail feed ("pattern", "material" and other common field names)
  • One static feed that could take into account updates to "base price" and "availability"
    • Pixel implementation Automotive-specific events such as view content as well as vehicle-relevant fields (body style and vehicle state, i.e. new/used) No automotive-specific parameters
    Recommender algorithm Automotive-specific, considers factors such as location and interest in specific features relevant to a vehicle (make, body style, trim, etc.) E-commerce/retail-learned
    Automotive-specific audience rules (a sampling)
  • Search for vehicle
  • View vehicle detail page
    		• None
    Creative/ad unit Single image, carousel Single image, carousel

    Make the transition

    To transition to dynamic ads for automotive, you will need to do the following:

    1. Create a new vehicle catalogue
    2. Update your pixel to include automotive-specific events, and include vehicle or dealer-specific parameters
    3. Set up new campaigns (either through Ads Manager or API)

    1. Create a new vehicle catalogue

    The dynamic ads for automotive catalogue has a different set of required vehicle and dealer-specific fields to the e-commerce-based dynamic ads product catalogue.

    Uploading your catalogue without the specific fields required for the vehicles will result in upload errors, and vehicles without the required fields will not be added to the catalogue. We highly recommend modifying your catalogue to provide all of the required fields for dynamic ads for automotive, such as make, model, etc.

    Follow the dynamic ads for automotive catalogue creation requirements here.

    Key differences between vehicle catalogue vs product catalogue:

    • Instead of "id", the automotive catalogue requires "vehicle_id".
    • The accepted values for "condition" are different – please only use "excellent", "good", "fair", "poor" or "other" for the automotive catalogue.
    • You can dynamically insert certain vehicle-specific details into the ad creatives (e.g. make, model, year, price, mileage), which is an important reason to include complete data for all required fields.
    • Certain required and optional fields can be leveraged as filters to create different vehicle sets (e.g. body style, transmission, drivetrain).
    • The automotive catalogue can only accept one custom column. If you've previously hacked the dynamic ads catalogue custom columns for vehicle details (i.e. make, model, fuel type, colour, etc.), you will need to modify those fields to match the automotive catalogue requirements.

    Dynamic ads for automotiveDynamic ads
    Businesses supportedAutomotive manufacturers, automotive dealers, automotive agenciesE-commerce and retail
    Catalogue and feedsVehicle inventory feed, with vehicle and dealer-specific fields such as make, model, body style and fuel typeE-commerce/retailer product item feed; products are single items in the online shop, such as an SKU, and fields such as product type, material or pattern
    Custom field supportOne custom column only Up to five custom columns

    2. Update your pixel to include automotive-specific events and parameters

    If you have been using dynamic ads, you should already have the Facebook pixel up and running on your website. However, dynamic ads for automotive has different requirements, and you will need to update your current pixel events and parameters. Follow this pixel specification guide to help ensure that you include all required events and automotive-specific parameters on relevant pages of your website.

    Key differences between dynamic ads for automotive and dynamic ads pixels:

    • Dynamic ads for automotive supports the following standard events to be used for optimisation: Search, ViewContent, AddToWishlist and Lead.
    • Requirements for parameters for the standard events for dynamic ads for automotive differ slightly from the e-commerce-based dynamic ads requirements (which are Search, ViewContent, AddToCart and Purchase), so while you may already be tracking Search and ViewContent events on your website, you will still need to add the required automotive-specific parameters to both of these events.
    • As AddToWishlist and Lead events are not required for e-commerce-based dynamic ads (but are required for dynamic ads for automotive), you will most likely need to add these events in addition to the required parameters to your website. If you want to confirm whether you are currently tracking these events, you can check Events Manager within the desired ad account (make sure that this ad account has access to the pixel ID on your website).

    See the full list of dynamic ads for automotive pixel and app event parameters here.

    See the general Pixel setup guide for automotive advertisers for more industry-specific use cases and recommendations beyond just dynamic ads for automotive.

    Dynamic ads for automotiveDynamic ads
    Standard events supportedSearch, ViewContent, AddToWishlist, LeadSearch, ViewContent, AddToCart, Purchase
    Businesses supportedAutomotive manufacturers, automotive dealers, automotive agenciesE-commerce and retail
    Pixel implementationAutomotive-specific parameters required: content_type, content_id to specify the vehicle No automotive-specific parameters
    Targeting supportedRetargeting for new and used car inventory, prospecting for automotive intenders through Lookalike AudiencesHave to use workaround, with no location support, and e-commerce personalisation algorithms will be used
    Recommender algorithmAutomotive-specific, considers factors such as vehicle location and users who have expressed purchase intent for items in your vehicle catalogue E-commerce/retail-learned behaviour
    Automotive-specific audience rules (a sampling)Search for a vehicle, view vehicle detail page, submit a leadNone

    3. Set up new campaigns

    You can create a dynamic ads for automotive template from Ads Manager. Follow this guide for step-by-step instructions.

    If you have dynamic ads campaigns that are currently live, we recommend that you gradually transition your campaigns over time instead of all at once. The delivery optimisation requires time to adjust and learn (usually one-two weeks), so a gradual transition will help ensure minimal disruption to your existing campaign performance.

    Tips to transition dynamic product ads campaigns to new dynamic ads for automotive campaigns:

    • Allocate a smaller budget for your new dynamic ads for automotive campaign to start with.
    • Do not target the same audience in the new dynamic ads for automotive campaign as your existing dynamic ads campaigns. Overlapping audiences will impact delivery and performance as you are bidding against yourself in the auction.
    • Turn off your old dynamic ads campaigns once all of your new dynamic ads for automotive campaigns are up and running
    • We recommend optimising for core business objectives (e.g. vehicle detail page views, lead submissions) rather than clicks. If you aren't getting a high enough volume of conversions to spend your retargeting budget, you can increase prospecting campaign budgets to get more people to your website, or choose a more frequently occurring event to optimise for (e.g. if optimising for Leads yields too few conversions to deliver your full budget, you can try optimising for ViewContent, as more people are likely to view your inventory pages than submit a lead).

    Learn more general best practices for running dynamic ads for automotive.

    * Nguồn: Facebook