Facebook released a study earlier this week that showed that automotive campaigns can effectively drive car shoppers to brand sites and specific model pages.
This study was conducted by comScore. It reveals that Facebook ads lift visits to an automotive brand website by 37 percent, with a 38 percent increase in page views. In addition, ad campaigns on Facebook drive 50 percent more visits to a car model page, as well as 46 percent more total page views.
Meanwhile, comScore's research suggests that Facebook ads enable car brands to tighten their advertising nets, as auto companies are able to target consumers who are truly interested in their products. Brand page visits on automotive-endemic websites increase by 17 percent, while reviews jump up by 19 percent. These sites attract 9 percent more repeat visits because of Facebook ads.
The study also states that Facebook promotions give an auto brand a competitive edge. When a car company is running Facebook ads, its online brand search jumps 11 percent.
comScore analyzed ﬁve major automotive campaigns on Facebook between May and August, 2013. You can find the full study here.
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Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
March 19, 2014