General Motors publicly announced last year that it was ending its advertising on Facebook. The automotive company retained its fan page on the social network, something that the company doesn’t have to pay anything to Facebook to use.
That appears to be changing however, as GM brand Chevrolet is trying Facebook again. They’ll be using mobile Facebook ads to promote the Sonic.
“Today, Chevrolet is launching an industry-first ‘mobile-only’ pilot campaign for the Chevrolet Sonic that utilizes newly available targeting and measurement capabilities on Facebook,” said Chevrolet marketing VP Chris Perry.
One of the key differences now as opposed to when GM pulled out of Facebook advertising is the social network’s new audience targeting tools that promise to send ads to customers who are the most likely to buy those products. No amount was given on what will likely be spent on the test.
GM pulled its paid ads from Facebook right before the social network went public in May 2012. At the time, GM was spending about $10 million on Facebook advertising, as well as another $30 million on creating content for its Facebook page.
Source: BizJournals.com
