Facebook by Ad Objective

Transcription

1 Supplemental Document 1 Facebook by Ad Objective

2 Learn how Facebook, as a paid media channel, will benefit your dealership. Facebook has emerged as a powerful tool for connecting auto dealerships to consumers, pairing significant reach with highly specialized ad targeting capabilities. On Facebook, you can reach qualified prospects and drive specific actions, such as test-drives or service appointments, depending on the ad format you choose. Facebook is best used as a paid media channel that helps your dealership drive awareness with new and prospective customers, facilitate ongoing customer engagement, conquest your competition s customers, and acquire qualified leads that can bring customers into your dealership and onto the sales floor. This guide will help you understand the best practices for, and many nuances of, using Facebook to its full potential as a paid media channel for your dealership. 2

3 Targeting... Targeting One of the most important elements of Facebook s use to dealers is its rich targeting capabilities. You can use Facebook ads to send the right message to the right people, just when they re most open to discovering your dealership. For maximum impact and best results, Facebook recommends getting as specific as possible about whom you d like to reach with your Facebook Ads using a combination of the following targeting parameters: 3. Interests: Reach people based on their interests and activities on Facebook. This can include interests from their timelines as well as the interests tied to Pages they ve liked or keywords associated with those Pages, or apps they use. For example, if you know a particular model is a perfect fit for adventurous families, Facebook allows you to target people in your target demographic who are interested in hiking, camping, or road trips. 1. Location: Reach people in the areas where you want to do business. For example, you can show your ads to people who are near your dealership. 4. Behaviors: Reach your audience based on their digital activities, what devices they use, past or intended purchases, and travel. For example, you can reach people who are travelers, who are gamers or who use a specific 2. Demographics: Choose the audience for your ad based on demographics like age, gender, education, type of phone (e.g., to target them with communications about HondaLink compatibility with the latest iphone 6). relationships, finances, and life events. For example, you can create different ads to appeal to new graduates, who may be getting a new car as their next life step. Each audience will be receptive to different messaging, and you can tailor your messaging (like new-model inventory announcements, maintenance specials and the latest lease deals) to the right audience. 5. Connections: Reach people and their friends who Like your Page, or who are attending your event. For example, you can promote a local sales event to customers who already like your dealership s Page. These people will be most receptive to your messaging, helping boost your ad s performance. 3

4 Ad Formats by Marking Goals... Ad Formats by Marketing Goals (Source) Facebook has a variety of ad formats that were specifically built to achieve your dealership s goals. Each format utilizes a specific design and structure that helps you achieve each goal, and Facebook offers a simple self-serve ad creation tool with which you can quickly build and launch your ad campaign. Below is a list of the most important Facebook ad formats for dealers, by objective: 1. Local Awareness: Easily reach people in the area around your dealership. Just start with your dealership address and the area you want to reach for example, a 20-mile radius around your dealership and Facebook will show your ad to as many people on Facebook as possible within the selected area. You can use this to conquest areas around your competitors, too. 2. Clicks to Website: Bring more people to your dealership website from Facebook. When people click your ad, you can send them to any page on your website including your online inventory showcase or service appointment page Offer Claims: Create special offers to get more people to do business with you. You can offer discounts or other rewards it s up to you. You decide how long your offer runs, who sees it, how many people can claim it, and more. This format is particularly effective for promoting things like maintenance offers or accessories specials. Website Conversions: Track actions people took on your website after they saw your Facebook ad. This data helps you understand who comes to your site and what they re responding to, so you can make your ads (and website) more effective. Event Responses: Let people know about your special event with a Facebook ad. When people see it, they can join and the event will be added to their Facebook calendar. They ll also get reminders for the event, and you can keep track of how many people responded. 4

5 Ad Formats by Marking Goals Page Post Engagement: Get more people Liking, commenting on and sharing your posts with ongoing engagement and interaction with your online community. You ll reach more of the people who Like your Page and new audiences. Post content and ask people to Like it, or ask them questions or conduct a survey all to get people to interact with your page. 7. Page Likes: Build your Page audience by using a Page Likes ad unit. While building the size of your audience isn t as important as it used to be, it s still a critical component to most of your organic Facebook efforts. 5

6 Custom Audience Targeting... Take Advantage of Your Existing Customer and Lead Databases with Custom Audience Targeting (Source) Custom Audiences allow your dealership to target ads to a specific set of people with whom you have already established a relationship on or off Facebook. Audiences can be defined by either address, Facebook User ID, phone number, Apple s Advertising Identifier (IDFA), or Android advertising ID. Facebook. Facebook recommends you have at least 100 people on the initial custom audience list. Making your custom audience list as large as possible will help ensure there is enough data to find people similar to the list. For example, if your dealership has a list of qualified leads, you can use Facebook to target these exact individuals on Facebook based on their address, extending the value of your customer data across multiple social platforms. Facebook also allows you to take that customer list (such as a qualified lead list) and target look-alikes people who possess the same demographic and interest-based traits as those on your verified customer list. This helps you target additional potential buyers on 6

7 Facebook Paid Media... Wrap-Up Facebook s paid media options allow you to build and execute highly targeted campaigns, layering on important demographic, geographic, and interest-based traits that make sure you reach the most valuable prospects for your dealership. The variety of formats geared toward a specific outcome provide a range of levers for your dealership to pull, focusing your Facebook advertising investment on the most important business goal at the time, whether it is foot traffic in your dealership, driving awareness of your current inventory, capturing leads for a dealer-hosted event, or increasing service revenue. If you feel you would like help with your social media efforts, reach out to one of the Honda Preferred Vendors, Dominion or Social Dealer, to learn about the tools and services included in the Honda Basic Package and set up a free demonstration to see first hand. The most important thing to remember is that each tactic and each campaign can perform differently, and that you can steer your investment to your highest-performing advertisements. For more details on how Facebook allows you to measure performance, read the Facebook Analytics supplemental document. 7

8 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. 8