We just launched 14 NEW Inventory (AIA) Playbooks into the BuyerBridge dashboard!
With so many choices, we want to make sure that your agency knows how to choose the right AIA Playbook for your clients and gets them the ROI that they deserve!
Each AIA Playbook varies from one another, from the type of inventory being advertised (new? used? both?), to the objective (retargeting? prospecting? both?), and so much more.
Here’s everything you need to know about which AIA Playbook is best for your clients, based on their needs and the Playbooks’ use case:
PRO TIP: For all inventory-based playbooks, we recommend that ad spend be $1000 per playbook, with a minimum of $500 a month...the more ad spend, the better the performance.
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”
Overview: AIA - Off-Facebook - Full Funnel
Get a full-funnel Facebook Automotive Inventory Ads strategy that proactively prospects, retargets, and drives leads from local in-market auto shoppers—all in one playbook!
Turn your clients’ inventory feeds into ads that drive traffic to dealers’ websites, then use our EventFlow technology to send critical activity back to Facebook for future retargeting.
Retarget shoppers with exact vehicles viewed plus lead forms to convert shoppers when they are most engaged, and use our LeadFlow technology to send lead submissions directly to dealers’ CRMs.
We recommend choosing one of these playbooks if your client has a higher ad budget, desires more website traffic, and is ready to go all-in with Facebook.
There are 5 different Off-Facebook Full Funnel Playbooks. Learn more about each below!
1. AIA - OFF-FACEBOOK - FULL FUNNEL NEW
The AIA - Off-Facebook - Full Funnel New Playbook is similar to our original “Pro” product.
Use this playbook if your client:
- Will be using ONLY new Inventory
- Is looking for an all inclusive Off-Facebook strategy (Prospecting, Retargeting, and Lead Gen)
- Desires more website traffic
- Does want to generate leads
- Wants to retarget website visitors on Facebook with a Lead Gen form
- Has a higher ad budget
2. AIA - OFF-FACEBOOK - FULL FUNNEL USED
The AIA - Off-Facebook - Full Funnel Used Playbook is similar to our original “Pro” product.
Use this playbook if your client:
- Will be using ONLY Used Inventory
- Is looking for an all inclusive Off-Facebook strategy (Prospecting, Retargeting, and Lead Gen)
- Desires more website traffic
- Does want to generate leads
- Wants to retarget website visitors on Facebook with a Lead Gen form
- Has a higher ad budget
3. AIA - OFF-FACEBOOK - FULL FUNNEL BODY STYLES
The AIA - Off-Facebook - Full Funnel Body Styles Playbook is similar to our original “Ultimate” product.
Use this playbook if your client:
- Will be using BOTH New and Used Inventory
- Wants to match specific body styles to shoppers & segment ads by vehicle body style
- Has a minimum of 200 vehicles (so that segmenting will not hurt ad performance
- Is looking for an all inclusive Off-Facebook strategy (Prospecting, Retargeting, and Lead Gen)
- Desires more website traffic
- Does want to generate leads
- Wants to retarget website visitors on Facebook with a Lead Gen form
- Has a higher ad budget
4. AIA - OFF-FACEBOOK - FULL FUNNEL NEW & USED
Use this playbook if your client:
- Will be using BOTH New and Used Inventory
- Wants to deploy two SEPARATE campaign sets: one for New & one for Used Inventory
- Is looking for an all inclusive Off-Facebook strategy (Prospecting, Retargeting, and Lead Gen)
- Desires more website traffic
- Does want to generate leads
- Wants to retarget website visitors on Facebook with a Lead Gen form
- Has a higher ad budget
5. AIA - OFF-FACEBOOK - FULL FUNNEL (ALL INVENTORY)
Use this playbook if your client:
- Will be using BOTH New and Used Inventory
- Wants to deploy one SINGLE campaign set that includes all inventory
- Is looking for an all inclusive Off-Facebook strategy (Prospecting, Retargeting, and Lead Gen)
- Desires more website traffic
- Does want to generate leads
- Wants to retarget website visitors on Facebook with a Lead Gen form
- Has a higher ad budget
IMPORTANT: The difference between the Full Funnel “New & Used” and Full Funnel “All Inventory” Playbooks is that “New & Used” deploys two separate new and used campaigns, while “All Inventory” places all inventory in one single set.
Overview: AIA - Off-Facebook
Our 4 AIA - Off-Facebook Playbooks are just like the Full Funnel Playbooks, but without Lead-Gen campaigns.
Just like the full funnel strategies, these playbooks will turn your dealer-clients’ inventory feeds into Facebook Automotive Inventory Ads that automatically match live vehicles with prospective customers and send shoppers to dealers’ VDP pages on their website.
Then, using EventFlow, critical lead events on the dealer’s website and other activity will be sent back to Facebook for future retargeting.
We recommend choosing from one of these playbooks if your client wants to focus on driving more website traffic, but doesn’t want to focus on lead generation.
1. AIA - OFF-FACEBOOK (ALL INVENTORY)
Use this playbook if your client:
- Will be using BOTH New and Used Inventory
- Desires more website traffic
- Does NOT want to generate leads
- Is looking for an Off-Facebook strategy that excludes Lead Gen (Prospecting & Retargeting only)
- Wants to retarget website visitors on Facebook WITHOUT a Lead Gen form to continue pushing user activity back to their website
2. AIA - OFF-FACEBOOK - NEW
Use this playbook if your client:
- Will be using ONLY New Inventory
- Desires more website traffic
- Does NOT want to generate leads
- Is looking for an Off-Facebook strategy that excludes Lead Gen (Prospecting & Retargeting only)
- Wants to retarget website visitors on Facebook WITHOUT a Lead Gen form to continue pushing user activity back to their website
3. AIA - OFF-FACEBOOK - USED
The AIA - Off-Facebook - Used Playbook was used in our original “Pro” product.
Use this playbook if your client:
- Will be using ONLY Used Inventory
- Desires more website traffic
- Does NOT want to generate leads
- Is looking for an Off-Facebook strategy that excludes Lead Gen (Prospecting & Retargeting only)
- Wants to retarget website visitors on Facebook WITHOUT a Lead Gen form to continue pushing user activity back to their website
4. AIA - OFF-FACEBOOK - BODY STYLES
The AIA - Off-Facebook - Body Styles Playbook was used in our original “Ultimate” product.
Use this playbook if your client:
- Will be using BOTH New and Used Inventory
- Wants to match specific body styles to shoppers & segment ads by vehicle body style
- Has a minimum of 200 vehicles (so that segmenting will not hurt ad performance)
- Desires more website traffic
- Does NOT want to generate leads
- Is looking for an Off-Facebook strategy that excludes Lead Gen (Prospecting & Retargeting only)
- Wants to retarget website visitors on Facebook WITHOUT a Lead Gen form to continue pushing user activity back to their website
- Has a higher ad budget
Overview: AIA - On-Facebook (RECOMMENDED)
The AIA - On-Facebook Playbooks are almost identical to our AIA - Off-Facebook Playbooks, but drive traffic to On-Facebook VDPs instead of VDPs off of Facebook.
These On-Facebook Playbooks turn your clients’ inventory feed into Facebook Automotive Inventory Ads, send shoppers to On-Facebook VDP pages, and provide a seamless user experience.
(PLUS, all On-Facebook activity will be tracked and can be used for future retargeting - without any reliance on 3rd party cookies!)
We recommend these playbooks if your client wants to focus on selling inventory while keeping users on Facebook. Choose from 3 AIA On-Facebook playbooks depending on what inventory you want to promote: new, used, or all!
1. AIA - ON-FACEBOOK (ALL INVENTORY)
Use this playbook if your client:
- Will be using BOTH New and Used Inventory
- Wants to reduce auto shopper friction
- Desires a cheaper CPL and typically higher conversions
- Is looking for a way to avoid the impact of future privacy laws and limited data use
- Wants to prospect and retarget users on Facebook WITHOUT lead forms, pushing users to take actions like click to call, or send message to the dealer
- Does NOT have updated information and photos of new inventory on their website
- Has inventory issues on their website
2. AIA - ON-FACEBOOK - NEW
Use this playbook if your client:
- Will be using ONLY New inventory
- Wants to reduce auto shopper friction
- Desires a cheaper CPL and typically higher conversions
- Is looking for a way to avoid the impact of future privacy laws and limited data use
- Wants to prospect and retarget users on Facebook WITHOUT lead forms, pushing users to take actions like click to call, or send message to the dealer
- Does NOT have updated information and photos of new inventory on their website
- Has inventory issues on their website
3. AIA - ON-FACEBOOK - USED
Use this playbook if your client:
- Will be using ONLY Used inventory
- Wants to reduce auto shopper friction
- Desires a cheaper CPL and typically higher conversions
- Is looking for a way to avoid the impact of future privacy laws and limited data use
- Wants to prospect and retarget users on Facebook WITHOUT lead forms, pushing users to take actions like click to call, or send message to the dealer
- Has inventory issues on their website
- Does NOT have updated information and photos of new inventory on their website
Overview: AIA - Lead Gen
There are 2 Lead Gen strategies that you can choose from to complement any other AIA Playbook: Prospecting or Retargeting.
1. AIA - LEAD GEN - PROSPECTING
Need to drive more leads ASAP for your clients? Use this Automotive Inventory Ads playbook designed for proactive lead generation!
This Playbook will take your clients’ inventory and pair it with Facebook Lead Ads to drive leads from in-market shoppers fast!
With this playbook, you can expect a higher lead quantity for your clients, but since these leads may be less qualified than those generated from retargeting, we recommend dealers only use this playbook if they have a BDC or other means of lead qualification.
Use this playbook if your client:
- Will be using BOTH New and Used inventory
- Wants to prospect users on Facebook WITH lead forms
- Wants a high volume of leads & very low CPL
- Does NOT care about lead quality
- If they have a BDC
2. AIA - LEAD GEN - RETARGETING
The AIA - Lead Gen - Retargeting Playbook was used in our original “Ultimate” & “Pro” products.
This unique Automotive Inventory Ads Playbook follows up with your clients’ retargeting audiences with Facebook Lead Ads all the way until a lead is submitted!
These ads will follow engaged audiences around with the exact VINs they viewed on the dealership’s website and prompt users to submit a form directly on Facebook to “Schedule a Test Drive” or “Apply For Financing.”
Using our LeadFlow technology, your dealer will receive lead submissions and the specific VIN attached to it directly in their CRM.
Use this playbook if your client:
- Will be using BOTH New and Used inventory
- Is running ads using any of the following AIA - Off-Facebook playbooks:
- AIA - Off-Facebook (All Inventory), AIA - Off-Facebook - New, AIA - Off-Facebook - Used, & AIA - Off-Facebook - Body Styles
- Wants to retarget users on Facebook WITH lead forms attached to their ads for a full-funnel strategy
- Expects a high volume of leads & very low CPL
- Does NOT care about lead quality
- Has a BDC
Key Takeaways
We hope that you’re more familiar with our awesome new Inventory Playbooks, and can better determine Playbook-Client compatibility!
Your agency now has all the tools necessary to make an informed decision as to which Playbook is the best fit for each dealership.
Our team is constantly working to develop new Playbooks that provide a variety of solutions and opportunities for your dealer clients, so stay tuned!
If you still have any questions or need clarification whatsoever, please don’t hesitate to contact us at support@buyerbridge.io, or reach out to your Account Manager.