SANTA MONICA, CA — August 9, 2016 — Edmunds, the leading car information and shopping network, today launched Edmunds Ad Solutions, a new mobile-optimized ad product for dealers to target in-market car shoppers on Facebook and Instagram. Ad Solutions uses exclusive first-party shopping data from Edmunds to serve shoppers with highly relevant native ads on Facebook and Instagram to drive buyer-traffic directly to dealer sites. The data also is used to identify and target "lookalike" shoppers -- individuals who show similar shopping behavior -- on those premium partner sites.
Edmunds engineers worked closely with Facebook's solutions engineering team to design and build an end-to-end automatic ads buying system that leverages Facebook's marketing APIs and dynamic ads platform. As a result, Edmunds Ad Solutions gives subscribing dealers added exposure to Edmunds' vast audience of highly qualified shoppers. A national pilot found that Edmunds Ad Solutions delivered 20 times more click-through traffic to dealer sites when compared to a Google rich media gallery display automotive click-through benchmark study, November 2015 -December 2015. Dealers in the pilot program also enjoyed up to a 61 percent increase in new visitors to their sites, as well as a 50 percent increase in overall visitor site engagement.
"Edmunds Ad Solutions is proving to be an indispensable tool for a dealer's comprehensive digital marketing strategy," said Edmunds.com Vice President of Dealer Sales, Scott Fanelli. "Not only does it get dealer inventory in front of Edmunds' rich audience of in-market shoppers, it also gives them exposure to other shoppers who perform similar ready-to-buy behaviors on other sites. There's no better way for a dealership to expand its inventory's digital footprint to an audience of relevant shoppers."
Edmunds Ad Solutions is specifically optimized for mobile devices, which have quickly become a popular tool for car shoppers. According to a Facebook IQ study, 71 percent of all respondents used mobile during the purchase process. And 58 percent say that in the future their smartphone is likely to be the only device they use for all their vehicle research. It's no surprise, then, that early testing found an overwhelming 90 percent of Edmunds Ad Solutions traffic comes from mobile devices.
"Edmunds Ad Solutions is one of the best ways that dealers can keep their inventory top of mind for consumers from the beginning of their online shopping journey, right through the moment they're ready to purchase," said Mike Miller, digital marketing manager at John Elway Dealerships. "The product delivers serious and engaged customers who spend far more time on our vehicle detail pages than other paid marketing campaigns. The bottom line: Edmunds is helping us to deliver highly targeted ads that are getting the right cars in front of the right buyers."
With millions of visitors every month Edmunds has built a powerful network that both shoppers and car dealers have come to trust. An estimated 59 percent of all new car shoppers will visit Edmunds at some point in the car shopping process, and a study by CDK Global found that shoppers who visit both Edmunds and dealer sites are four times more likely to buy than shoppers who visit a dealer's site only.
Dealers interested in subscribing to Edmunds Ad Solutions are urged to reach out to their Edmunds account executive, or contact firstname.lastname@example.org.
About Edmunds.com, Inc.
Car shopping destination Edmunds.com serves millions of visitors each month. With Edmunds.com Price Promise®, shoppers can buy smarter with instant, upfront prices for cars and trucks currently for sale at 10,000 dealer franchises across the U.S. Shoppers can browse not only dealer inventory, but also vehicle reviews, shopping tips, photos, videos and feature stories on both Edmunds' wired site and on its acclaimed mobile apps. Regarded as one of the best places to work in Southern California, Edmunds.com was also named one of "The World's Top 10 Most Innovative Companies of 2015 in Automotive" by Fast Company. Edmunds welcomes all car-shopping questions on its free Live Help Line at 1-855-782-4711 and email@example.com, via text at ED411 and on Twitter and Facebook. The company is based in Santa Monica, Calif. and has a satellite office in downtown Detroit, Mich., but you can find Edmunds from anywhere on YouTube, Pinterest, LinkedIn, Instagram, Google+ and Flipboard.