Facebook ads for auto dealers remain the best way to get in front of the right audience for your store.

Last month, we got a peek at what innovations are coming next for car dealers when I attended Facebook’s Auto Retail Summit in Austin, Texas.

This event brought together auto industry experts, original equipment manufacturers (OEMs), and leaders in auto marketing to hear from Facebook on the development of new products and innovations on the platform.

Here are the big things dealers should know that were shared on stage.

1. Target by Personal Life Events

Despite the considerable change, Facebook didn’t talk much about the recent loss of Partner Categories.

Instead, Facebook wanted everyone looking ahead. The presentations at the Auto Retail Summit focused on new tools and tactics to use moving forward.

One of the big things Facebook encouraged when targeting ads was exploring more of the personal life events that can cause someone to switch vehicles — like a new job, new kid, lease end, or auto accident. Speakers invited auto marketers to “move people” rather than try to “move metal.”

Of course, Facebook needs to champion that approach once Polk data and other third-party sources of information are no longer useable after June 2018. The data points that Facebook has in abundance over everyone else are these life events.

It’s worth exploring these Facebook ad targeting options for your auto dealership. Using audience-specific messaging is certainly more effective than harping on the stagnant monthly lease offers nobody wants.

But you’ll definitely want to continue employing Custom Audiences and Lookalike Audiences in addition to personal life event targeting.

2. Try New And Improved Products

Some of the product discussion at the Auto Retail Summit was review. Speakers spent time discussing the auto catalog for catalog ads, including improvements to make it easier to get your store’s inventory to feed directly into Facebook ads.

They also talked about advances with the split testing tool, allowing you to test your ad creative, audiences, delivery optimization, and placement.

Most significantly for us at 9 Clouds (and for you in the showroom): Facebook will be rolling out dynamic Lead Ads soon. These carousel ads will let you show people different model or body type options, then get them to fill out a form and convert right on Facebook by telling you what they’re interested in and how to reach them.

We’re looking forward to seeing more about this, considering the success we’ve found with both Lead Ads and dynamic ads in their own rights.

Facebook also shared the success of its suite of apps for making dealership videos perfect for Facebook ads. These apps are designed for helping you make high-conversion video with just a smartphone on your lot!

We’d definitely encourage your marketing manager (or whoever rocks your social media accounts) to take a look at the Mobile Studio.

You can give your marketing efforts a huge leg up if you’re making relevant and engaging video right there at your store.

3. Watch Where Facebook Ads Are Going

The Auto Retail Summit also took a look at the auto industry as a whole, discussing the changes we’re likely to see from the major brands selling in North America — and why we’re seeing changes like Ford’s discontinuation of sedans.

In addition to seeing these Facebook employees present at the Auto Retail Summit, 9 Clouds got a chance to chat with them about limitations we’re finding in the new Ads Manager and various improvements we’d like to see.

Overall, we’re encouraged by all the tools that are coming to Facebook, and we’ll keep you informed as we learn more.

Let me know if you want to chat about how Facebook ads can help your dealership, or check out more resources on Facebooks ads for auto dealers.