Chicago-based Cars.com™ recently announced the launch of Cars Social, a new ad product that should help dealers attract more quality customers via Facebook and Instagram.
Cars.com indicated that at the 2018 National Automobile Dealers Association (NADA) Show Expo in Las Vegas from March 23-25, the company will make available to its customers Conversations™, the first integrated Dealer Inspire product since the recent acquisition.
Cars Social enables automotive dealers to reach an unduplicated, unique audience of in-market Cars.com shoppers on Facebook and Instagram. By leveraging Cars.com’s audience data, the product targets consumers on social media who previously researched inventory or expressed interest in similar vehicles in the market. A social ad with inventory imagery from local retailers is served to targeted consumers, redirecting shoppers to its corresponding Vehicle Details Page on Cars.com. The company also makes available to dealers a team of social media account managers to optimize campaigns and set up data feeds.
In initial beta testing, Cars.com learned Cars Social drives an 80 percent unique audience when compared to social campaigns modeled from a dealership’s first-party website audience.
“We know millions of people across the country, including Cars.com shoppers, spend a significant amount of time on social platforms, and a smart use of social media advertising moves shoppers through the sales funnel,” said Alex Vetter, president and chief executive officer at Cars.com. “We want to help dealers extend their reach and connect with these buyers wherever they shop.”
Also available at NADA, Conversations is a managed chat solution built with artificial intelligence and synced with a dealership’s inventory. According to recent data, Conversations turns more than 70 percent of chats into leads by letting car shoppers connect in a way that is most convenient for them.
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