Hi, I’m Tarun Sharma and I’m a Solutions Engineer at Facebook. For the last year, I’ve been working on the Real Estate vertical with several Facebook Advertisers on helping their businesses succeed on Facebook.
Edmunds is a top automative website helping people to shop for cars by connecting them to the dealers across the US. Before this year, they didn't do any advertising on Facebook.
Early last year, our team started working with them and helped them to test Dynamic Ads manually. By manually, I mean they used PowerEditor to create the campaigns manually.
But very quickly they saw some amazing results from the pilot programs. And since they have a team of engineers focusing on marketing technology, they quickly built an automated system using the Facebook Marketing API.
This gives them the capability to on board any partners who are interested in Edmund's first party signals - people who are in market shoppers.
Very quickly after this, Edmunds partnered with CDK Global to run media on Facebook.
CDK Global is the largest global provider of integrated information technology and digital marketing solutions to the automotive retail industry. And this partnership was to drive sales for 500 automotive dealerships.
Thru the already in-place marketing automation, Edmunds could quickly create audiences base on their first party signals and dealer's inventory. They then hyper-targeted these audiences by using Dynamic Ads which shoppers would see customized ads base on their local dealership featuring images of vehicles previously researched by these shoppers - across devices.
And to increase the reach, on top of Edmunds visitors, they were also using LAL audience. Edmunds used their first party visitors as the seed audience, and thru the Facebook machine learning model, created this LAL audience which would be very similar to the Edmund's visitors - but much larger.
They received this great PR coverage about how they worked with us together to provide ads solutions for Car Dealers on Facebook and Instagram.
But that's not the end of it.
Today, they are still moving very fast on adopting changes and new products.
For example, I spent a couple hours with them to automate the lead ads realtime integration during their visits to the Facebook campus. They then tested another partnership program with a tier one advertiser for lead ads.
And just not long ago, we launched the messenger CTA which can open a messenger thread between the user and the business. But before we launched that, they were already working on their Edmunds Facebook messenger bot to help shoppers to schedule test drive with dealers. And they started testing their messenger bot within the first few days while we announced the messenger CTA. Another great example of “move fast and build things”.
Dynamic ads leverage cross-device intent signals to automatically promote relevant homes from your website with unique creative, showcasing one or more products, across Facebook, Instagram and the Audience Network.
When people visit your website or mobile app and take an action, such as browse a product or category or place an item in a cart, they are expressing an explicit interest in your products. You can leverage this intent and serve people ads with the exact products, according to your inventory, across Facebook, Instagram and the Audience Network, regardless of their original touchpoint.
To setup dynamic ads, do the following: - Upload your product catalog to Business Manager - Place the Facebook pixel on your website and/or Facebook SDK and App Events in your mobile app - Set up your ad template
Marketing APIs provide deep levels of flexibility and automation for marketing through Facebook’s family of apps & services
With engineering investment, you can benefit from agility & speed to take advantage of the latest marketing innovations that Facebook can enable
Talking point - but it's challenging. have to act differently ... and there are barriers. in addition to planning differently, takes A) right team structure and B) right process.
While early adopters have seen huge gains, success requires new behaviors
SEPARATE TOP & BOTTOM - planning / prioritization?
We recommend technical resources in the marketing org to react quickly to marketing needs
Speed to react is important for Facebook partners; we iterate quickly
Facebook Marketing Automation for Real Estate
S O L U T I O N S E N G I N E E R ,
R E A L E S T A T E
for Real Estate
Manager, Solutions Engineering
New York, New York
Increase in visits
Marketers have significant challenges
I’m spending a lot
I wish Facebook
could optimize my
creative for me.
I have millions of
homes, but I’m only
I want to reach
people who viewed
a home but didn’t
contact an agent
M A R K E T E R
SET UP CATALOG BUILD AUDIENCE
CREATE AND DELIVER ADS
FOR YOUR LISTINGS
From an APP
1 2 3
Show relevant ads to the right people at the right time
Build your strategy
Success requires new behaviors - "business
as usual" doesn't work
Key to the evolving landscape of media
EXPERIMENT, ITERATE, SCALE
Requires automation and use of technology
AUTOMATE & EMPOWER EXPERTISE
Shortage of marketing experts makes it difficult
to succeed in traditional way
potential impact x probability of success
RUTHLESS PRIORITIZATION: PLAN THE WORK, WORK THE PLAN
AVOID DISTRACTIONS AND CHASING SHINY OBJECTS
Prioritize based on the following formula:
MARKETING REQUIRES TECHNICAL RESOURCES
T E C H N I C A L M A R K E T I N G
DEVELOPING FOR MARKETING TECHNOLOGY TAKES A UNIQUE
1 2 3 4
Build and AB