A Breakdown of 40+ Inventory Ad Playbooks for Automotive, RV, and Powersports Dealers
Picking the right Automotive Inventory Ads (AIA) Playbook can make a huge difference in your dealer clients’ advertising success.
With over 40 pre-built inventory campaigns to choose from, it’s all about finding the one that best matches their inventory and marketing goals to drive real results.
BuyerBridge Key Considerations for Selecting an AIA Playbook:
1.) Inventory Type- New Vehicles: If the dealer primarily sells new inventory, they’ll benefit from Playbooks tailored to new car buyers, emphasizing features like warranty benefits and the latest technology.
- Used Vehicles: For dealerships specializing in pre-owned inventory, Playbooks designed for used cars highlight affordability, certified pre-owned (CPO) options, and unique selling points like vehicle history and condition.
- Mixed Inventory: If the dealer offers both new and used vehicles, you’ll need a Playbook that balances ad spend and optimizes reach for both segments. Some Playbooks separate new and used inventory into distinct campaigns for better targeting, while others combine them into a single ad strategy.
2.) Advertising Objectives
- Driving Website Traffic: If the dealer wants to bring more shoppers to their website, an Off-Facebook Playbook may be the best fit. These Playbooks direct users to the dealership’s Vehicle Detail Pages (VDPs) to encourage online browsing and increase engagement.
- Generating Leads: For dealers focused on capturing high-intent leads, Lead Generation Playbooks help collect customer information via lead forms or website conversions. These Playbooks work best for dealerships with a strong follow-up process in place.
- Full-Funnel Approach: Some dealers want to build brand awareness while also generating leads. In this case, a Full-Funnel Playbook incorporates both strategies, using a mix of prospecting, retargeting, and lead generation ads to drive results at every stage of the buyer’s journey.
3.) Budget Allocation
- Minimum Spend Requirements: Most AIA Playbooks require a minimum monthly spend for effective delivery. Typically, at least $1,000 per month per Playbook is recommended, with $500 being the absolute minimum for meaningful results.
- Inventory Size Considerations: If the dealer has a large inventory, higher budgets allow for greater ad coverage and improved performance. Smaller inventories may require budget optimization to ensure even distribution across all vehicles.
- Playbook-Specific Budgets: Some Playbooks, especially those targeting different vehicle categories (e.g., trucks vs. SUVs), may need separate budgets to maximize exposure. Ensure the budget is distributed effectively across the chosen Playbooks to avoid underperformance
Breaking Down the AIA Playbooks & Their Use Cases
Quick Link Guide:
- Jump to “Overview: AIA - Off-Facebook - Full Funnel”
- Jump to “Overview: AIA - Off-Facebook”
- Jump to “Overview: AIA - On-Facebook”
- Jump to “Overview: AIA - Lead Gen”
How to Choose the Right AIA Playbook for Your Dealer Clients
Overview
Automotive Inventory Ads (AIA) Playbooks help dealerships reach in-market car buyers with dynamic ads tailored to their inventory.
With over 40 Playbooks available, selecting the right one depends on inventory type, budget, and marketing objectives.
Below we break down four AIA Playbook categories, including when to use them and how to measure success.
1. AIA - Off-Facebook Full Funnel
Purpose:
A complete Facebook advertising strategy that covers the entire customer journey—prospecting, retargeting, and lead generation—by driving traffic to the dealer’s website.
Ideal For:
- Dealers with a higher ad budget looking for end-to-end campaign coverage.
- Clients wanting increased website traffic and lead generation.
- Dealers who want to retarget website visitors with lead forms and drive conversions.
Examples:
- AIA - Off-Facebook - Full Funnel New: For new inventory only.
- AIA - Off-Facebook - Full Funnel Used: For used inventory only.
- AIA - Off-Facebook - Full Funnel Body Styles: Segments ads by vehicle body style (e.g., trucks, SUVs).
- AIA - Off-Facebook - Full Funnel New & Used: Runs separate campaigns for new and used inventory.
- AIA - Off-Facebook - Full Funnel (All Inventory): Combines all inventory into one campaign.
KPI Metrics:
✔️ Website traffic growth (Google Analytics & Facebook Ads Manager)
✔️Cost per lead (CPL)
✔️Lead submission volume
✔️ Engagement rate on retargeting ads
✔️ CRM match rate for retargeted leads
2. AIA - Off-Facebook (Website Traffic Focus)
Purpose:
Drive website traffic without lead generation by directing users to the dealer’s Vehicle Detail Pages (VDPs).
Ideal For:
- Dealers who don’t want lead generation but still want to drive high-intent traffic to their site.
- Clients who prefer prospecting and retargeting strategies.
- Dealers who want to keep users in their website ecosystem.
Examples:
- AIA - Off-Facebook (All Inventory): Runs a single campaign with both new & used inventory.
- AIA - Off-Facebook - New: Focuses on new inventory only.
- AIA - Off-Facebook - Used: Focuses on used inventory only.
- AIA - Off-Facebook - Body Styles: Segments ads by body style (e.g., trucks, SUVs).
KPI Metrics:
✔️ Increase in website visits from Facebook ads
✔️ Lower bounce rate on VDPs
✔️Higher engagement on retargeted ads
✔️Cost per vehicle detail page view
3. AIA - On-Facebook (Seamless Facebook Experience)
Purpose:
Instead of sending users off Facebook, these Playbooks direct them to On-Facebook Vehicle Detail Pages (VDPs), reducing friction and improving conversion rates.
Ideal For:
- Dealers wanting cheaper cost per lead (CPL) and higher conversion rates.
- Clients concerned about privacy laws and third-party cookie restrictions.
- Dealers with inventory issues on their website who need an alternative way to showcase vehicles.
Examples:
- AIA - On-Facebook (All Inventory): Includes both new & used inventory.
- AIA - On-Facebook - New: Focuses on new vehicles.
- AIA - On-Facebook - Used: Focuses on used vehicles.
KPI Metrics:
✔️ Click-through rate (CTR) to On-Facebook VDPs
✔️Cost per lead (CPL)
✔️Conversion rate from On-Facebook actions (calls, messages)
✔️ Number of retargeted users
4. AIA - Lead Generation
Purpose:
Capture lead information directly from Facebook users using Lead Ads, making it easy for dealers to follow up.
Ideal For:
- Dealers who need immediate lead volume (higher quantity, but potentially lower quality).
- Clients with a BDC (Business Development Center) or sales team in place to follow up on leads.
- Dealers already running AIA - Off-Facebook Playbooks who want to add lead generation to their strategy.
Examples:
- AIA - Lead Gen - Prospecting: Captures new leads from Facebook users who haven’t visited the dealer’s website yet.
- AIA - Lead Gen - Retargeting: Follows up with users who viewed specific vehicles on the dealer’s website and prompts them to submit a lead form.
KPI Metrics:
✔️Lead volume generated
✔️Cost per lead (CPL)
✔️Conversion rate from leads to showroom visits
✔️ Dealer CRM match rate (how many leads are new vs. duplicates)
Key Takeaways
Selecting the right AIA Playbook depends on inventory type, ad budget, and dealership goals:
☑️Full Funnel Playbooks = Best for a complete prospecting, retargeting, and lead gen strategy.
☑️Off-Facebook Playbooks = Best for increasing website traffic.
☑️On-Facebook Playbooks = Best for seamless conversions within Facebook’s platform.
☑️Lead Gen Playbooks = Best for driving a high volume of leads.
By analyzing your dealer client’s KPIs, you can ensure their ad campaigns perform effectively and optimized.
Need help choosing the right Playbook? Contact support@buyerbridge.io or reach out to your Account Manager for personalized recommendations.