Everybody on Facebook can now see your ads.
Yes, you read that right. Everybody.
In an effort to increase transparency, Facebook has updated all Business Pages to include an “Info and Ads” section. This section shows the following information about your page to all active Facebook users that navigate there:
- When your page was created
- If your page name has been changed
- All active ads and where they are running (country specific)
Facebook will keep your targeting, budget, and overall results hidden from the general public. Additionally, if your advertisement relates to any political affiliation, you will be required to submit to Facebook compliance standards.
So what does this mean for my dealership?
Here are a few ideas of things you might want to start paying attention to right away as a result of this change:
Competitive Intelligence Opportunity
- Ever wonder how your strategy aligns with the dealership down the street? Now you can also look at their ads to see differences or similarities. However, dealers should be aware that just because a competitor is running a specific campaign type or using a different copy, that doesn’t mean it’s effective. Utilize A/B testing to see what works for your dealership and don’t drastically change what’s working for you because a competitor has live ads that are different.
Consumer Trust Hazard
- Previously, advertisers may have encouraged segmenting your offers to reach specific subsets of audiences. Now, since all of your ads are displayed for all to see, a difference in price or offer listing from one ad to another can cause distrust amongst savvy consumers who can now look across all the ads you are running. Ensure your advertising is consistent.
Compliance for Dealerships
- If you are not submitting to your OEM for pre-approval for your digital advertising efforts, you pose the risk of publishing non-compliant materials. OEMs now have the ability to easily see all your advertisements at a glance and can penalize any non-compliant dealers. Submit for pre-approval to ensure no potential issues.
If you have additional questions about Facebook advertising, transparency, or how this affects you, reach out to the dedicated Friendemic team at firstname.lastname@example.org.