L'expérience instantanée de Meta pour la génération de prospects dans l'automobile

Instant Experience (previously known as Canvas) is a highly engaging content format unique to Meta. 

It's perfect for storytelling and influencing leads to build an emotional connection with your vehicles–critical to a successful automotive marketing strategy. 

What is Instant Experience on Meta?

Instant Experiences work best to visually highlight your vehicles and brand.

When a user taps on your ad attached to an Instant Experience, it opens up a vertical, full-screen, immersive experience on Facebook and Instagram. 

Users can view videos and images, and swipe through carousels to explore your vehicles all within the Instant Experience. They can also click on CTAs leading to your website or landing pages. 

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Vauxhall ran a series of Instant Experiences focusing on its electric vehicle (EV) range. The brand used the format to educate leads, bust misconceptions about EVs and compare vehicles. 

The campaign worked well, seeing a 2.2-point lift in action intent for people considering a Vauxhall EV as their next purchase. 

Source: Vauxhall Motors, Facebook

Skoda used Instant Experience to let interested buyers configure their vehicle, Karoq, in an interesting and interactive way. 

Source: Punctum 

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Instant Experience is already optimised for mobile and different mobile devices (cross-device optimisation). As a result, it loads up to 15 times faster than standard mobile web. 

Instant Experiences also grab eyeballs and keep users interested with their unique format. 

Users are encouraged to take action without leaving the platforms (Facebook or Instagram). This improves the user experience and conversion rate. 

You can link two or more Instant Experiences to include more content than other ads or posts. 

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1. In Meta Ads Manager, click Create 
2. Select an objective that supports Instant Experiences (for lead gen, you could use Engagement or Leads). Click Continue
3. Add campaign details, budget, audience, placements and optimisation 
4. Under Identity, select the Facebook Page and Instagram account 
5. Under Ad Creative, choose from Single image or video, Carousel and Collection 
6. Choose Instant Experience under the Destination 

Source: Crazy Eye Marketing

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7. Create New template or Use existing one
8. Choose between new templates for Customer Acquisition, Sell Products, Storytelling and Custom Instant Experience

Source: Crazy Eye Marketing

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9. Name the Instant Experience. Add and arrange the components–buttons, carousels, photos, videos, text blocks, etc. 

Custom Instant Experience Components (Source: Crazy Eye Marketing)

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10. Click Save and Preview
11. Hit Finish and Publish your ad.

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Level up your lead generation with Instant Experience using these best practices: 

1. Use a strong opening on your ad to hook users. It gives them a reason to tap on the ad and open the Instant Experience. 
2. Leverage a mix of content formats–video, images, carousels and text–for higher engagement.
3. Highlight your key points and vehicles early and throughout the flow. With your copy and CTAs, encourage leads to take the next step–such as ‘visit website’ or ‘landing page’, ‘book test drive’ or ‘get in touch’. 

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Driftrock’s automotive marketing platform can help you boost lead generation through Meta by:

1. Seamless lead capture 

Choose from a range of Driftrock web forms to capture leads more efficiently, such as

1. Landing page: You can quickly build a lead gen landing page using Driftrock. 
2. Website: You can use multiple web forms at different locations on your website to encourage users to share their information as they browse. 

These include Inline lead forms, Banner lead forms, Website launcher forms, Modal forms and Slide-in forms. 

3. Chat: Use our Automotive Chat Assistant to capture leads from your website chat and Meta inbox (including Facebook Messenger and Instagram Direct).
   
   

2. Improved lead quality 

~10% des leads ne sont pas valides et gaspillent les ressources commerciales

Automatically connect, validate, qualify and deduplicate lead data from Meta. To improve lead quality further, you can use Conversion Leads Optimisation. 

3. Simplified Meta CAPI sync

Driftrock simplifies Meta CAPI integrations, improving your campaign performance in a cookieless world. You can enable website, lead validation and CRM conversion API sync to measure and optimise lead conversion. 

4. Suivi de bout en bout 

You can track end-to-end data on Meta and website leads, from lead to vehicle purchase, at the campaign, ad group and ad level. 

5. Lifecycle marketing 

Use Driftrock to keep your CRM and lead segments in sync with Meta Custom Audiences. You can seamlessly incorporate marketing and audience data from other channels into Meta to nurture leads throughout the buying journey.

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