BEST FACEBOOK ADVERTISING STRATAGIES 2020

THE BEST FACEBOOK ADVERTISING STRATEGIES 2020

Facebook Advertising Funnel

THE ART OF LURING ONLINE SHOPPERS THROUGH FACEBOOK ADVERTISING

With over 2.5 billion daily active users, Facebook is by far the largest and most popular social media platform. Users globally share content, including audio, video, and text—and so can businesses too. Advertising on Facebook is a great way to connect with new customers and grow brand awareness and can be adjusted to fit within a budget. If you’re ready to start using the platform as part of your marketing strategy, Data Insight can help. If you want to learn more about how to create Facebook & Instagram ads that drive results, just keep reading, or give us a call at 604-773-4684 to speak to a strategist.
Facebook Ads, Facebook Advertising

When it comes to reaching out to future customers or fans, building brand awareness across communities is the primary factor. No matter what industry you are in, Facebook’s ad buying strategies resemble and overlap. Marketing social campaigns are often found fragmented, and poorly structured. This is particularly noticeable in both the real estate and automotive industry, where they are typically missing out on Facebook’s machine learning feature that enables brands to target local people most likely to buy and identify and match up an ad with their desired model of car available in their locale.

When it comes to buying a vehicle, statistics show that Facebook remains the leading influencer.

2020 AUTOMOTIVE INDUSTRY REPORT cites, 40% of all auto sales will be from social media display advertising. If your dealership continues to ignore this avenue, your car sales will fall behind.

Cars.com cites that 81% of car shoppers use their smartphone to do research when making a vehicle purchase.  63% while standing at the dealership. 25% of people research before visiting a dealer.

Automotive digital ad spend

Digital ad spend is on the rise for the automotive industry. If you aren’t optimizing your car sales strategies to incorporate native advertising, Facebook’s remarketing and list-based retargeting digital advertising, you are going to fall behind,  because your competition is.

Matching Cars with Shoppers 

From creating demand for new models and features with Facebook’s ultra shopper targeting to pulling them in store for a test drive consideration. When using CRM data matching with Facebook’s AI machine learning to pinpoint prospects most ready to buy. The better the data you provide, the better the results. Finding online shoppers and convincing them to come in couldn’t be easier.

Facebook accelerates every phase of the purchaser lifecycle. An effort that goes beyond creating a Facebook page and Instagram profile. Brands need to have their people fully engaged with their local customers using dealer customer data fed into Facebook’s customer insights AI.

Facebook and Instagram ads engage with customers. It can promote specials and create trackable offers.  The ads work by combining information from the Facebook pixel tracking visitors on your website and matching shoppers’ activities with images and information from an online catalog of car models.

Facebook Instagram Funnel

List-based retargeting allows the dealership to reach people that have readily supplied their contact information, like an email address or phone number. When we apply a pixel-based method, this gives the dealer a chance to track nearly every person that lands, where they click on the site and product page.

Because car shoppers will visit a few different dealerships websites before they decide on what car to buy, Facebook’s data collection profile-building exercise of multiple cookies are used to form someone’s web persona without the use of personally identifiable information. Establish it like this:

Facebook Ads Retargeting

After the data has been stored, the shopper will see advertisements unique to their interests. If a dealer has placed a pixel on a specific product page, the visitors will be retargeted with models from that page.

Having access to these leads mean that, dealerships can connect qualified customers who are ready to purchase a car from their local dealership. Simply said as remarketing to new car shoppers online to bring them into the dealership and purchase.

 

Method

  • Facebook Pixel
  • Custom Audiences
  • Lookalike Audiences
  • Automotive Inventory Ads
  • Lead Ads

To align Facebook marketing efforts to reach more shoppers, the first step is to create and install the pixels. Second is to combine target audiences with customer data and Facebooks custom audiences. This infrastructure to seamlessly pass audience data—including collected information on in-market customers whose browsing behaviour showed they were looking to purchase—at the local dealership.

To attract new customers to browse cars on dealership websites, ads are presented to people within 25 miles of a car dealership who had visited their website online. Facebook Dynamic Auto Ads allow you to showcase your inventory by combining your product feed with the Facebook pixel on your website.

Facebook Car AdsFacebook Auto Ads

Another set of Ads targeted local people aged 18–65   who are interested in owning a brand model. Ads were also shown to lookalike audiences based on Custom Audiences of car shoppers who had visited the dealership website. (Lookalike audiences are a Facebook segmentation tool that locates users whose interests and demographics are similar to those of your source audience.) This is an extremely powerful marketing solution for efficiently identifying high-converting users.

Ad creative combined lifestyle shots and product images were accompanied with the clear incentive of a $500 trade-in credit. A simple call-to-action button prompted people to “Sign Up.” The ads linked to a lead generation form, which was filled out automatically based on the information in a person’s Facebook profile, making it quick and easy to complete.

“Why is Facebook advertising so effective?”

Results

1 %
increase in website visits
1 %
increase in email leads
1 %
new customer dealership visits
1 x
return on ad spend

Another example is an ongoing campaign that expanded Faulkner Automotive dealerships’ audience of online car shoppers, convincing them to come in and drive cars off the lot. Results included:

  • 5,013 vehicles sold across 25 dealerships (Oct. 2018 to May 2019) attributable to Facebook ads
  • 57 car sold on average per dealership in May 2019 attributable to Facebook ads
  • 90% decrease in cost per purchase with automotive inventory ads (comparing October to May)

 

How to accurately track sales from Facebook ads?

Using a feature called “offline events”, dealerships can upload their sales information (customer name, phone number, email) from on-the-lot sales into Facebook. The machine learning will match up the data set to the people who saw or clicked on these ads. This feature provides the dealership with the ability to measure the effectiveness of their ads through various touchpoints of the shopper’s journey.

Facebook’s ads are a crucial tool for dealership marketing. Driving traffic with lookalike audiences, retargeting interested shoppers and tracking attribution with offline events is a complete funnel solution that’s driven more success for dealerships than any other marketing channel.

With this amazing listed examples here you should now be ready to get started with some amazing Facebook ad campaign ideas of your own. Hopefully, you are now feeling excited about the great marketing you can achieve with Data Insight Facebook advertising. Rock on! Go ahead and make some Facebook ads!

Learn more on…

EPIC STEPS THAT’LL SKYROCKET AUTO SALES 

Written by Nicole D Paolino
Written by Nicole D Paolino

Nicole is the co-founder of the data-driven marketing agency Data Insight, which has helped startups and great companies grow their revenues online.

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