Digital Dealer - April 2019 - 41

CPC or CTR, you'll see
some of the best results of
those metrics in your ads
reporting. For retargeting,
we look at the people on
your website and match
them back to an actual profile. When they come back
to a Facebook property, we
can deliver a very relevant
message based on what we
know about them and what
they were doing on your
dealership website. Something like a picture of actual
inventory on the lot with a
deal or price.
Prospecting is one
example of a solution we
have built that we strongly
encourage you to take advantage of. Whereas targeting was previously limited to
recent website and app visitors, you can now expand to
target a broader audience
and optimize ad delivery to
those who have displayed
vehicle intent on Facebook
properties and across the
web that you have not interacted with yet.
This "Ready to Buy"
strategy has become so
popular that we have created an ad unit specifically
for it, Automotive Inventory
Ads. This is the ad unit
that is programmatic and
requires little to no creative
weightlifting, as the creative
is dynamically served via
your inventory feed as well
as the ad unit to use if you
want to take advantage of
the prospecting audience
mentioned above.
CUSTOMERS FOR LIFE

Re-engage with buyers
post vehicle purchase and
turn them into loyalty customers.

We've learned that
advertising is the second
most influential source as
to why people re-buy from
the same brand or dealership. When it comes to
gaining lifetime customers,
Facebook provides a great
opportunity to create highly
relevant messaging to
re-engage specific groups
of customers at scale. We
call this the Customers For
Life strategy.
This strategy centers
around one thing: your
CRM. You want to ensure
the right customer is getting
the right message. Think
lease maturity, equity
mining, sold not serviced.
You have the best audience
at your fingertips, so make
sure to segment them into
different custom audiences to deliver a message
relevant to a customer's
current position post vehicle
purchase.
You've been using CRM
data for years to market to
your customers through traditional forms of media like
direct mail and e-mail - try
it on Facebook to see how
you can reconnect with your
customers right where they
are - on mobile. Solutions
like Messenger allows you
to have a conversation
directly with a potential
customer to book a service
appointment. Mobile friendly
forms like lead ads allow
potential customers to book
an appointment right within
their Facebook experience
and fill out the day and time
that they would like to come
with the lead ads schedule
appointment feature.
EVENTS

Promote your events and
reach people most likely to
attend.
If you're hosting or
sponsoring an event, you
should consider investing
in Facebook to complement
your TV spend. You'll be
able to extend the life of
your campaigns, and reach
people in a place they are
already spending a large
amount of time.
Getting people to your
dealership for an event
is key. To drive RSVPs,
we have ad units such as
the events ad or lead ads
where you can highlight
your event details and
collect RSVPs and contact
info - right on Facebook.
What's more, you can
complement these events
objectives with specific
targeting find people within
a certain radius, or even
retarget people who have
engaged with your ad,
making it very captivating
for promotions and collecting RSVPs. If you want to
expand your reach beyond
retargeting and engagement, using lookalike audiences will help extend your
reach to find incremental
attendees.
When it comes to creative for your events, the
assets you use on Facebook don't have to be complex. When you're collecting
RSVPs for an event, make
sure you highlight what's
going to be great about that
event in your creative. Will
your event have a bounce
house for kids? Highlight
that to parents in your target
audience. Is there a popular
local influencer you have
D I G I TA L D E A L E R . C O M

access to? Have them help
by filming a video on their
phone asking people to
come out to the event. If
your targeting is accurate,
your creative can help tell
the story.
Support your next event
with Facebook's options
to tack RSVPs. Target the
right audience and do so
at a fraction of the cost of
traditional media outlets.
Now, this is where I turn
it over to you. Take action
on these four strategies
to ensure you're creating
a chance to interact with
shoppers at every stage of
their auto shopping journey.
Don't wait for the purchase
intent, create it! Auto
buyers have an increased
appetite to do more online,
and the more you can
optimize your content for
online audiences and reach
them in a personalized
way, the more you'll create
a seamless experience
in every stage of the path
to purchase-discovery,
evaluation, purchase and
post-purchase.
Sources:
*"Global Auto Consumer Journey
Study" by Accenture (Facebook-commissioned online study of 8,984 people ages
18+ in the US, CA, UK, FR, DE, BR, IN,
ID, AU), Jun-Jul 2018.

GABRIELLE GARRISON is
on Facebook's Automotive
Global Sales Team where
she helps dealerships scale
their marketing efforts to sell
more cars on Facebook and
Instagram. With 9+ years in the
media business, Gabrielle got
her start in advertising helping
small businesses in Tampa,
and later moved to advertising
for eBay.com helping brands
such as Progressive, Ford,
and The Chrysler Group just to
name a few.

APRIL 2019

41
http://www.eBay.com http://www.DIGITALDEALER.COM
Digital Dealer - April 2019

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