Digital Dealer - July 2018 - 37

creative format. It can also
measure across all devices
your campaigns are running
on, thus accurately measuring the full ROI of your
digital ads on Facebook to
metal moved off the lot.
Offline conversions has
already shown value to
many dealerships who only
measured on last click or
thought that just clicks on an
ad painted the right picture.
Facebook success stories
such as TurnKey Marketing
has seen a 3X+ return on
ad spend with dealerships
that use offline conversions,
and now those dealerships
no longer consider digital
attribution on Facebook
unattainable.
TurnKey Marketing is a
Southern California marketing and advertising agency
that has a strong focus on
automotive dealerships.
While they are very effective and active users of the
Facebook platform, there
wasn't a way for TurnKey or
other advertisers to precisely measure the return on
investment from Facebook
ads to offline sales. TurnKey
Marketing wanted to measure the precise number of
offline sales each Facebook
ad achieved for its clients to
help assure them they were
getting a measurable return
on investment. To better
understand the effectiveness of the various ad campaigns and their return on
ad spend, TurnKey Marketing used offline conversions.
Using Business Manager, TurnKey Marketing
assigned an offline conversion event to track the
dealerships' ad accounts.

As their campaigns ran,
each dealership uploaded
offline event data, such as
lists of purchasers, to see
how those offline events
connected to people who
saw their ads. The agency
worked with the different
dealerships to use their
CRM systems and retarget
lost prospects and missed
opportunities. TurnKey Marketing used each region's
market share reports to
create custom ads based
on consumer sales by zip
codes.
The results with using
offline conversions led to
positive ROI for all dealerships. In the month of
November 2017, Moss Bros
Auto Group was able to attribute 77 vehicles sold and
717 closed repair orders to
their Facebook campaigns,
resulting in a 3x return
on ad spend. Huntington
Beach Chrysler Dodge Jeep
RAM achieved 31 vehicles
sold and 102 closed repair
orders with a 2x return on
ad spend. Galpin Motors
attributed 221 vehicles sold
and 1,027 closed repair orders resulting in a 3x return
on ad spend.
These are a few examples of dealerships who
took advantage of Facebook's offline conversions
through TurnKey Marketing, who has now made
offline conversions a part of
their always on Facebook
strategy. Susan Anderson
from Moss Bros Auto said
that "Facebook has given us
an effective way to retarget customers in market
to buy a new vehicle. In
addition, we are able to use

data matching to measure
success. Digital advertising
is no longer a guessing
game. We have real sales
attribution."
When it comes to tracking
how your Facebook ads
move metal, the answer is
offline conversions. Your
ads drive more value than
clicks, and it's time you
measured it to prove your
dealership's worth within the
digital landscape.
Source: TurnKey Marketing Case Study:
https://www.facebook.com/business/
success/turnkey-marketing

GABRIELLE GARRISON is on
Facebook's Automotive Global

D I G I TA L D E A L E R . C O M

Sales Team where she helps
dealerships and dealership
partners scale their marketing
efforts to sell more cars on
Facebook and Instagram. With
8 years in the media business,
Gabrielle has held positions in
all aspects of the advertising
space ranging from radio to
traditional media and currently
digital media. An alumnus of
the University of South Florida
in Tampa, Gabrielle got her
start in advertising helping
small businesses in Tampa
succeed in their marketing
objectives, and later moved
to digital advertising for eBay.
com helping brands such as
Progressive, Ford, The Chrysler
Group, Ronald McDonald
House and State Farm just to
name a few.

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https://www.facebook.com/business/success/turnkey-marketing http://www.rosenfieldandco.com http://www.rosenfieldandco.com http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - July 2018
