TikTok Automotive Ads bring your dealership’s offering to one of the most popular and growing social media platforms. Now, you can use VIN-level targeting.
TikTok just rolled out something car dealers have been waiting for. Automotive Ads let you promote actual inventory with VIN-level targeting, and early numbers look pretty good. The platform now offers two flavors: Inventory Ads for dealers pushing individual vehicles, and Model Ads for manufacturers promoting trims and offers.
Here’s what makes this different from throwing money at Facebook or Instagram
TikTok’s system matches your catalog to users based on what they’re already watching and engaging with on the app. Someone browsing pickup truck content gets shown trucks from your lot. The setup pulls images straight from your existing feed, so if you’re already running catalog ads elsewhere, you can get started fast. Smart+ automation handles heavy lifting for audience targeting.
New TikTok Automotive Ads show excellent early results
Dealers who tested this early saw a 41% drop in cost per acquisition compared to regular TikTok shopping ads. Peugeot ran a test in the UK and crushed their cost per engaged session by 95% versus their benchmarks. Turnkey Marketing, an agency working with dealerships, says they’re getting better quality traffic than other platforms.
The ads come in two formats: video with product cards underneath, or a simple carousel pulling directly from your feed if you don’t have video ready. Users can swipe through your inventory without leaving TikTok. About 37% of TikTok users are actively shopping for vehicles right now.
What are the benefits of these automotive catalog ads?
The new TikTok Automotive Ads take the next step in creating VIN-level inventory ads for improved car dealer advertising using Smart+ automation. These ads allow dealers to target their local customer base and manufacturers to create advertising strategies that have a global appeal. This brings fresh and new capabilities to social media marketing, allowing TikTok to be used for dealers who want to reach a new audience using vehicle inventory marketing. TikTok reports that these new ads lead to a 78% higher click-through rate for customers engaging with them compared to previous formats. This
Why have click-through rates improved for TikTok Automotive Ads
VIN-level advertising could be the most highly targeted form of advertising. TikTok has created a shopping algorithm to show ads to users based on their interests and search history. This ensures users looking for specific car types are shown those vehicles instead of general ads. The time spent on advertising without much direction is over. Because TikTok uses your catalog and Smart+, it delivers your ad to the best possible audience. By selecting the ad type, this ensures your customer sees the ad and can be sent to the correct URL when they interact with the ad.
How do users interact with Automotive Ads?
When a user sees an Automotive Ad, they can click on the featured catalog item. This takes them to a mapped URL destination to learn more about the vehicle or ad they clicked on. If they continue, they will land on a TikTok Instant Page, which allows them to review the full inventory of vehicle options without leaving the app. This makes using Automotive Ads interactive, easy, and consistent for each shopper.
Your shoppers are online, make use of TikTok Automotive Ads to reach them
Nearly all car-buying journeys begin online. Some start with a simple search on a search engine to learn about vehicles, while other users will look on social media. If you want TikTok users to see your ads and the vehicles you’ve got for sale, you need to put TikTok Automotive Ads to work for your dealership. This catalog-based solution is made to improve promotions and drive car sales in a smart way.
How are shoppers searching for their next ride?
TikTok takes away the missed opportunities by offering its advertising method in two forms. The Inventory Ads are promoted as individual VIN models, which works great for used vehicles, dealer inventory, and marketplaces. Automakers can take the most advantage of Model Ads, which promote models, trims, and offers that are promoted by the automaker and not dealer-specific. It doesn’t matter how your customers are searching for what you offer; these two ad types allow them to find what they need.
Is your dealership ready to take advantage of TikTok Automotive Ads? If you don’t get started advertising on TikTok with Smart+, you could easily fall behind the competition.
