Digital Dealer - January 2020 - 10

INTERVIEW

Q&A
with

In the following interview, Bob Lanham, Facebook's
head of automotive retail, takes us inside of their
Dealer Playbook, sharing what the resource is, what
prompted it, and the focus behind its core strategies.
They also share best practices for measuring success,
offer a look into trends, as well as new features for
2020 dealer ad campaigns, and provide an overview
of their different ad formats.

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Dealer Magazine: Before
diving in, we'd like to start
with a brief intro for readers.
After numerous responses to
Facebook's editorial in Dealer
Magazine, and a growing number of questions and requests
for insight into specific topic areas, we thought, what could be
better than taking you right to
the source each month. So, with
great excitement, we're pleased
to introduce you to the first of
an ongoing column where we
sit down with Facebook each
month to tackle key topics and
interests of readers.
Lastly, a special "thank you"
to Facebook for their ongoing
partnership with Digital Dealer
and Dealer Magazine, as a brand
leader who continues to lend
valuable educational insight to
support dealerships.
Facebook's Automotive
Playbook for Dealers
Dealer Magazine: We
noticed Facebook recently released a Dealer
Playbook. Can you tell
us more about this and
what prompted the initiative?
Facebook: As we spent more

time talking to dealers and
hearing about their challenges,
we recognized that most dealers
were very interested in using
Facebook to meet their marketing objectives, but they often
didn't know how to get started.
We've created the Facebook
Dealer Playbook specifically
for the dealer community. It
provides the essential resources
and marketing strategies to help
drive awareness of the dealership and move metal.

Foundational Dealer
Strategies
Dealer Magazine: How

10

[ d i g i t a l d e a l e r. c o m ]

To submit a question

for an upcoming Q&A with
Facebook, visit: digitaldealer.com/
Magazine/Editorial-Submissions/

did you come up with
the four core strategies
that the Dealer Playbook
focuses on?
Facebook: These strategies

are not new strategies that
Facebook created - they are
strategies that dealers have
been running for years against
their marketing campaigns.
However, many dealers weren't
aware of the Facebook solutions
available that can be mapped
back to their strategies, so the
Dealer Playbook guides them
through how they can drive
business on our platforms.
The Dealer Playbook is organized into four industry-proven
strategies to help dealers:
 Why Buy Here ... the dealership's brand
 Ready to Buy ... reaching
in-market shoppers
 Customers for Life ...
retention/loyalty using CRM
remarketing
 Events ... promoting your
events

Measuring Success
Dealer Magazine: How
can dealers track Facebook ad performance to
ensure ads are driving
the business metrics they
care most about?
Facebook: We like to say, mea-

sure to profitability, not proxies. And for dealers, we know
that sales and repair orders are
the key metrics they're looking
to drive. We can tell a dealer
how many people saw their ads,
how much they spent to deliver
those ads, and of those people
who saw their ads, how many of
them came into the dealership
to purchase a vehicle or service
their car, click or no click. This
real ROI approach allows the
dealer to truly understand their
profitability of ad spend, one of

January 2020
https://www.digitaldealer.com/Magazine/Editorial-Submissions/ https://www.digitaldealer.com/Magazine/Editorial-Submissions/ http://www.digitaldealer.com
Digital Dealer - January 2020

Table of Contents for the Digital Edition of Digital Dealer - January 2020
