Harnessing Social Media VIN-Level Advertising to Move the Needle

As the landscape of automotive digital marketing grows, the need for strategic, impactful advertising is more important now than ever. With inventory levels approaching 3 million for the first time in four years, dealership competition continues to rise. How do you attract potential buyers for your inventory, regardless of your current complexion? Enter: social media VIN-level advertising as a solution to enhance your dealership’s visibility by connecting real-time buyers with the inventory you need to move. 

What Is Dynamic Social Advertising? 
At its core, VIN-level advertising excels by focusing on high-volume, low-funnel traffic. This approach targets potential buyers who are actively searching for your vehicles, making your marketing efforts not just effective, but also intentional. By starting and ending the campaign delivery with the right vehicle, you ensure buyers keep your inventory at the forefront of their journey.  

In 2024, the average internet user spends 143 minutes a day on social media. By placing these VIN-level ads on social media platforms such as Facebook, you can reach in-market shoppers with the vehicle they’re looking for, in the place they’re spending the most time.  

The Power of Outbound Acquisition 
By leveraging highly targeted outbound acquisition strategies, you can reach shoppers who are most likely to convert. The effectiveness of cost-per-click (CPC) advertising ensures that your budget is spent efficiently, translating clicks into meaningful traffic. Not only does VIN-level advertising enhance overall conversion rates, but it’s also proven to drive greater inventory views, which ultimately leads to more "at-bats" for your sales team. 

Dynamic Inventory Prioritization 
Market dynamics are constantly shifting, and your advertising should reflect that. With tools like ZeroSum’s MarketAI, you can prioritize inventory dynamically based on market velocity and dealer opportunity. This means your ads are not static; they adapt in real-time to showcase the vehicles that shoppers are interested in the most. The result? A better alignment between what you have on your lot and what potential buyers are looking for. 

How Does Social Media Drive Traffic to Your Dealership’s Website?  
One of the greatest advantages of social media advertising is the ability to drive traffic directly to your dealership's website. But what makes social media companies, particularly Meta, so effective at reaching in-market shoppers and driving traffic to a dealer’s website? Meta’s Automotive Inventory Ads (AIA) allow dealers to market their entire inventory, down to the specific Vehicle Identification Number (VIN), effortlessly showcasing details like make, model, year, and mileage and only showing active inventory. These ads are shown to people who are actively interested in the type of vehicles currently available on-lot, which Meta knows based on the data they’ve collected. The social media advertisement then links directly back to the dealer’s website. With features like retargeting through engagement metrics, this strategy keep shoppers within a dealership’s ecosystem, redirecting them to your inventory instead of competitors' listings. 

The Importance of Data 
The effectiveness of VIN-level advertising is rooted in data. With automotive ad spend increasing by 11.7% in 2023 and continuing to rise in 2024, it’s clear that businesses are recognizing the value of targeted, data-driven strategies. With only 1 in 3 car buyers knowing exactly what they want, the ability to present relevant, timely ads can help guide these consumers through their journey, offering them the information and options they may not even realize they need. 

The Competitive Edge with VIN-Level Advertising 
In a competitive market, social media VIN-level advertising emerges as a powerful tool not just for driving sales, but for fostering a positive consumer experience. By embracing this approach, your dealership can not only enhance its visibility and engagement but also contribute to informed purchasing decisions that benefit both consumers and the community. 

So, as you strategize your next marketing campaign, consider how this type of advertising can serve your business—and the greater good—by connecting you with the right shoppers at the right time. More inventory means more competition, but with the right advertising strategy, you can turn that competition into opportunity.  
 
By partnering with ZeroSum, dealers can ensure that social media VIN-advertising organically attracts more active buyers to their website. Don’t let the competition outrank you—invest in relevant and timely ads and enhance your conversion rate. Contact us now to request your free demo.