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Spam Facebook Campaign?

Nevermind, checked the URL parameters and realized it's being run through a company called Drivonic.

Recommend looking out though, the ad copy is average at best and almost reads like it's telling the user not to visit a store in some cases.
 
Yeah, LotLinx is another company that creates facebook pages similar to this to run dealership Facebook automotive inventory ads from.

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What are your thoughts on this approach? Feels like as a user I'd be less inclined to click on an add not tied directly to the business' FB page. Just seems sort of shady.
 
What are your thoughts on this approach? Feels like as a user I'd be less inclined to click on an add not tied directly to the business' FB page. Just seems sort of shady.
I agree that consumers may be less inclined to click on an ad that is not from a well-known marketplace or the dealership itself (although I have no data to back that up - just my gut).

However, from the vendor's perspective, it is notoriously difficult to get advertising access to many dealerships' Facebook pages, so creating a fake page like this is an easy way to not deal with that headache and make it easier for them to scale and launch campaigns quickly.

Stellantis is notorious for this too because they require dealers to enroll monthly in BC-directed fund and heavy-up campaigns that often run for less than a month, so there's no time to spare (is there even enough time for the campaigns to properly optimize and perform well is a question for another day...)

In a perfect world, vendors should first ask and try to get access to a dealership page, and then only if that fails, resort to using a generic phantom page. But that opens up an entirely new can of worms that they are probably hoping to avoid - the dealer reaching out for help from their advertising agency, marketing manager, etc, who weren't in the loop of the dealer signing up for their service in the first place.

On a related note, many LotLinx clients (and OEM co-op programs) may be surprised to learn that a portion of the traffic LotLinx generates originates from Facebook automotive inventory ads, where clicks and VDP views can be had for as inexpensively as 10 cents.
 
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What are your thoughts on this approach? Feels like as a user I'd be less inclined to click on an add not tied directly to the business' FB page. Just seems sort of shady.
Thats assuming the average consumer even notices it. You could test it (run your own and compare it to the results you see from this 3rd party) but it would require the campaign parameters to be setup identically for accuracy, and I doubt they'd give up their "secret sauce" on that one to participate in a true a/b test.
 
I agree that consumers may be less inclined to click on an ad that is not from a well-known marketplace or the dealership itself (although I have no data to back that up - just my gut).

However, from the vendor's perspective, it is notoriously difficult to get advertising access to many dealerships' Facebook pages, so creating a fake page like this is an easy way to not deal with that headache and make it easier for them to scale and launch campaigns quickly.

Stellantis is notorious for this too because they require dealers to enroll monthly in BC-directed fund and heavy-up campaigns that often run for less than a month, so there's no time to spare (is there even enough time for the campaigns to properly optimize and perform well is a question for another day...)

In a perfect world, vendors should first ask and try to get access to a dealership page, and then only if that fails, resort to using a generic phantom page. But that opens up an entirely new can of worms that they are probably hoping to avoid - the dealer reaching out for help from their advertising agency, marketing manager, etc, who weren't in the loop of the dealer signing up for their service in the first place.

On a related note, many LotLinx clients (and OEM co-op programs) may be surprised to learn that a portion of the traffic LotLinx generates originates from Facebook automotive inventory ads, where clicks and VDP views can be had for as inexpensively as 10 cents.
I definitely understand the challenges having worked on the DigAd vendor side, just had never seen this approach before. It's startling how many business owners don't know who owns their business' Facebook page.

I didn't know that about LotLinx, good to know. Having managed them on the dealer side before, I always struggled to know if it was working or not outside of the story of a car being on the site for X days, and then it was introduced into the campaign and magically sold. With rather poor metrics in Analytics, and no identifiable activity in the CRM, was always a challenge.
 
Thats assuming the average consumer even notices it. You could test it (run your own and compare it to the results you see from this 3rd party) but it would require the campaign parameters to be setup identically for accuracy, and I doubt they'd give up their "secret sauce" on that one to participate in a true a/b test.
The only true A/B test would be the vendor creating two duplicate ads within the same ad set - one run from their generic page and one run from the dealership page and then letting Facebook determine which performs better.

Any other A/B test would introduce too many variables into the mix - audience, budget, vehicle set, ad delivery optimization, objective, placements, etc.

My gut says the dealership page would provide an ever-so-slight increase in performance (as long as they have a decent reputation).
 
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I definitely understand the challenges having worked on the DigAd vendor side, just had never seen this approach before. It's startling how many business owners don't know who owns their business' Facebook page.
DealerRefresh members and lurkers (as usual) are probably the exceptions to the rule! But even on the dealer side, I've experienced it countless times in our acquisitions.

I didn't know that about LotLinx, good to know. Having managed them on the dealer side before, I always struggled to know if it was working or not outside of the story of a car being on the site for X days, and then it was introduced into the campaign and magically sold. With rather poor metrics in Analytics, and no identifiable activity in the CRM, was always a challenge.
Yeah, everyone I've ever mentioned that to is surprised to learn that. We do not use them at our group.