Supplemental Document 6. Lease Maturation Ad. socialmedia. For Honda Dealers

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Magnus Underwood
6 years ago
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1 Supplemental Document 6 Lease Maturation Ad

2 Introduction Like virtually all media channels, Facebook and Twitter provide a powerful opportunity to connect brands with their target audiences. These connections are incredibly valuable to brands, and as a result, don t come free. Paid social media advertising has become an indispensible tool for brands to reach their most valued prospective customers, measure performance, and drive a clear return on investment. In this session, we will move beyond the principles of paid media, and into step-by-step processes that guide you through the activation of the recommended ad products on Facebook and Twitter. These startto-finish walkthroughs will demonstrate how to set up a Facebook or Twitter Ad Product to meet your dealership s business objectives. We will illustrate three sample campaigns that you can employ for your dealership: 1. Target customers that are near your dealership with a Sales Event Ad 2. Target customers nearing lease maturation with a new car offer 3. Get customers with high mileage to visit your Service Center For each kind of campaign, there are multiple ad products that you can utilize. We will select one as a representative example, but you can be confident that what you learn can be easily applied to setting up any of the other ad products not covered, as the processes will be largely similar across both platforms and ad products. 2

3 Lease Maturation Ad Target customers nearing lease maturation with a new car offer. As your customers lease terms are reaching maturation, you may want to target them with messaging to consider a new Honda for when their leases are up. In fact, by layering on CRM data that your dealership has (for example, a list of all customers who are six months out of their lease maturation), you can reach specifically those customers who are in this consideration period. Most likely, you ll want a customer to see your ad and want to learn more, or to contact your dealership via or phone. Your website is a good destination for an ad product, as it ll have all of that information, including your current inventory, special offers, contact information, etc. Facebook and Twitter both have ad products that drive clicks to your website: 1. Twitter Promoted Website Card, targeted to your CRM list 2. Facebook Click to Website Ad, targeted to your CRM list 3

Twitter Website Card Option 1: Twitter Promoted Website Card, targeted to your CRM list Twitter Website Card 1. Log in to your Twitter Ads account. 2.

4 Twitter Website Card Option 1: Twitter Promoted Website Card, targeted to your CRM list Twitter Website Card 1. Log in to your Twitter Ads account. 2. Click on the Create new campaign drop-down and select Website clicks or conversions. 3. You ll see a guided four-step process for setting up a Twitter Promoted Website Card Ad. Step 1: Give your campaign a name, such as Dealership Website Card Thanksgiving. You can add a website tag, which connects the Twitter Card to your dealership website so you can see how many clicks the ad drove to it. 1. Click Learn More and follow the instructions. 2. Twitter makes it easy by allowing you to fund a Twitter ad using a credit card, so go ahead and do that. 3. Also, set start and end dates for the particular campaign you re creating. 4

5 Twitter Website Card (cont.) Step 2: Select a location, which could be as broad as all of the United States, or you could do something as specific as selecting the city or ZIP Code where your dealership is located. You could even choose the locations of your competitors for some conquesting. This depends on the goal of each particular campaign. 5

6 Twitter Website Card (cont.) Twitter provides lots of different options that you can tweak to determine who you want to target your ads to. We recommend adding keywords such as buy, service or take my car to the dealership, depending, of course, on your goals for the campaign. You can even add Interest Targeting. For example, you could select Target users interested in...life Stages > Auto Intenders for people who have stated that they are in the market for a car. To utilize CRM, you ll click Add tailored audiences and click Create a List Audience. That will prompt a pop-up. Click Save as draft and exit. 6

7 Using CRM for Twitter Targeting When you re in your Ads dashboard at click Tools > Audience Manager. If you ve never done this before, you ll immediately be taken to Create New List Audience. You ll need to do three things on this page to create a Tailored Audience, which is the term used for a list of Twitter users that matches up to CRM data that you ve gathered using your own data-mining and other efforts. 1. First, name your audience. The name could be as simple as High Mileage Customers or Lease Expires in 3 Months, depending on what that list of customers actually is. 2. Next, you ll specify the type of data in your file. The easiest options will be to have a list of addresses or a list of phone numbers, depending on what data you ve actually collected. 7

You can have other columns or just one column, but only one column at a time can have data.

8 Using CRM for Twitter Targeting 3. Finally, upload your data file, which will either be a.csv file (Excel) or a.txt file. Here s an example of a.csv file formatted to work with Twitter. You can make or edit a.csv file using Microsoft Excel. Notice that only one column is filled in: . You can have other columns or just one column, but only one column at a time can have data. Once you ve saved this Tailored Audience, it will be available any time you create a new Twitter ad campaign. You ll probably want a different Tailored Audience for each campaign, since your goals will be different and, therefore, the group of users, customers or prospects you want to reach is different. 8

9 Using CRM for Twitter Targeting You ll be able to select the Tailored Audience you want when you create your Twitter campaign, no matter what product you ve chosen. Go back to the Website Card campaign you saved to add a Tailored Audience using the list you just created. Do that and proceed to Step 3. 9

10 Using CRM for Twitter Targeting Step 3: Set your budget. This is something you can determine for yourself, but if this is your first time, we recommend setting a budget of $500 total and dividing that by the number of days you want your ad to run to get to a daily maximum. So if you choose to run an ad for 5 days, your daily maximum budget is $ Under the Choose campaign optimization drop-down, you ll want to choose Optimize for link clicks, as the purpose of a Website Card is to get users to click to your dealership website. 2. Then, under Choose pricing, select Target Bid and select a bid amount between the minimum and maximum that other advertisers are bidding. We recommend something in the middle of the amount shown, but you can also consider the recommended bids from Twitter: com/help/bidding-and-auctions-faqs. 10

Using CRM for Twitter Targeting Step 4: Build the actual tweet that is the ad product.

field. FPO 1. Click that link, and the window will expand. 2.

where users will go if they click the call-to-action button on the ad.

11 Using CRM for Twitter Targeting Step 4: Build the actual tweet that is the ad product. You ll notice there is small Use card (optional) notation directly to the right of the text entry field. FPO 1. Click that link, and the window will expand. 2. In addition to your 140-character tweet, you can also type in the URL of your dealership website, where users will go if they click the call-to-action button on the ad. You can use the URL of your Contact Us page or your Service Appointments page, or something else of your choosing. 3. Add a nice image as well as a catchy headline, and you re done! 11

12 Social Vendors If you would like help with your social media efforts reach out to our preferred vendors. TM (855) (866) Feel free to with any questions. To see all supplemental documents, please visit: (888) And please remember to submit all Social Media ads for DMA compliance pre-approval prior to posting. (877) Federal Trade Commission s Guides Concerning the Use of Endorsements and Testimonials require prominent disclosures whenever reviews are incentivized in some way. Please consult your lawyers to understand your obligations under the FTC Act. 12

Tactics Made Easier on Social Media

Supplemental Document 5 Tactics Made Easier on Social Media Tactics Made Easier on Social Media In the previous supplemental document, Social Advertising Within Your Marketing Plan, we shared how there