Dynamic Inventory Ads with predictable ROI
Overview
In seeking to establish a predictable cost per buyer lead and develop strategies based on the results of A/B testing, we identified ways to optimize the time of dealership sales associates in the auto industry.
Car dealership inventory databases are in a constant state of flux. Vehicles come and go, prices fluctuate, and vehicle details are continuously updated or adjusted.
Proof Digital was tasked with extracting vehicle data from a large Saskatoon-based car dealership's inventory database to create a vehicle data feed for META's Catalogue product. The result was dynamic vehicle ads running across Facebook, Instagram, and other third-party websites, continually showcasing the dealership's available inventory with the aim of generating form submissions.
Outcome
Constantly self-optimizing advertisements
An average cost per vehicle inquiry of $11.29
Over 2,200 leads from Saskatchewan vehicle shoppers within the first 12 months
A new opportunity to A/B test lead nurturing practices (respond by phone, email or text) and automate responses with relevant vehicle information
Next Steps
Recently, we introduced an SMS and email lead nurturing AI that automatically responds to these leads.
This AI also has access to the dealership's inventory data and serves as a sales assistant with the goal of scheduling appointments. It analyzes shopper sentiment and alerts sales associates when human intervention is appropriate. This AI now manages hundreds of active conversations with potential buyers, providing real-time vehicle information to shoppers. This allows sales associates to focus on leads that are most likely to convert, conserving energy and boosting morale.
