Facebook is focusing on greasing the car-buy process.
On November 16, Facebook tuned up two ad products for auto brands looking to get people to come in for a test drive and drive off the lot in a new car. Auto advertisers can now use Facebook’s dynamic ads to turn the social network into a private showroom for those who were browsing the web looking for cars. Facebook’s lead ads can be used to follow up with those people and schedule a test drive at a nearby dealership.
“The intent very much with both of these products is to remove any of that friction, either the pain of the researching and the getting to the dealership or the actual getting straight to ‘I just want this information, I just want to set up time to do a test drive,’” said Facebook’s auto industry lead Stephanie Latham in an interview.