Expanding reach with SocialBoost
This product is available to dealers in each of our markets. A selection of a dealer’s stock on AutoScout24 is used to create a listing carousel ad which is promoted on Meta’s social media channels (Facebook and Instagram) within the user feed or as promotions between video content like Instagram stories. If a Facebook or Instagram user clicks on a carousel ad, they would land on the detail page of that car on the AutoScout24 website. Here they have access to all the details regarding the car, and if of interest, they can send a lead (email or call) to the respective dealer.
The product is available in three different impression sizes and three different commitment periods for a monthly fee – allowing as much flexibility as possible and suiting the dealers’ needs. The combined on-site data knowledge of AutoScout24, and Meta’s social media algorithm ensures reach of more, and new, buyers with clear buying intention in a specified region around the dealership.
Delivering better value for our dealers
We started analyzing the current performance of our product and found proof that it delivers valuable visibility for dealers’ stock. However, to better deliver this value, we added a ‘select feature’, giving the dealer the ability to choose which vehicles require most attention and should be boosted on social media. For example, the dealer can decide to focus on long-standing cars (i.e. those that do not get enough attention on AutoScout24), or a certain car make.
A comprehensive target list approach helped to specifically address those dealers that would see the highest impact of each of these select features. Additionally, a refreshed value-based pricing model was created, and together with a strong sales pitch, helped establish a better product understanding and reflect the value of SocialBoost. By clearly communicating the complementary value proposition and stating the differences to existing products, the team managed to successfully relaunch the product and increase revenues across markets. A new comprehensive performance tracking will help to better steer the product and prevent future churn.