Facebook Ad Targeting Strategies Automotive Dealerships Need To Be Using

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Facebook Ad Targeting Strategies Automotive Dealerships Need To Be Using

5 Facebook Ad Targeting Strategies Automotive Dealerships Need To Be Using

When it comes to Facebook Ads, so many factors are important to your success: you need the right visuals, the right offer, and the right copy. But you can’t create any of that or drive any conversions if your targeting isn’t on point.

Targeting is particularly important for auto dealers, as ad campaigns will need to be a multi-engagement process. The majority of people won’t be willing to see an ad for your SUV just once and come running into to fill out a loan with your financing department; many wouldn’t even be willing to come in for a zero-pressure test drive at that point.

Due to the nature of the purchase, which is significant in cost and decision, you’ll need to use a series of ad campaigns over a long period of time to best nurture your audience and eventually bring them in to your dealership.

Targeting will help you connect with the right audience and keep them engaged, and it will also help you to write high-quality ads that are directly relevant to that specific audience. You may need to create an ad targeting new car shoppers that will have different copy than those who are looking for used cars, for example, in order for it to be effective.

In this post, we’re going to look at 5 Facebook ad targeting and retargeting strategies for automotive dealerships, and how you can use them to nurture your audience all the way into a brand new (or new-to-them!) car.

1. Use Interest & Behavior Targeting to Generate Awareness

Interest and behavior targeting options can be a powerful secret ingredient when you want to connect with new audience members and generate interest in your brand overall.

These campaigns are great for early stages of the funnel, where people are learning things like “Hondas retain their value” or “Subarus have great safety features,” as opposed to knowing the different details of your latest model of the hatchback.

There are different options available to you, including targeting people who have certain incomes for luxury or sports cars that come at a higher price tag.

Facebook ads for auto dealers

You can also target users who are interested in specific brands, like Subarus or Toyotas, or target users who are interested in vehicle leasing.

Facebook ads for auto dealers

Create relevant copy for each individual interest, demographic, or behavior you’re targeting to best connect with that audience.

2. Create Ad Funnels Using Retargeting

Ad funnels work by showing the same audience a sequence of ads one at a time in an order that’s designed to keep these users interested and nurture them all the way from brand awareness to conversion. It’s all about the re-engagement process.

Ad funnels should heavily rely on retargeting campaigns. The following is a strong, safe strategy for auto dealers who are interested in setting up retargeting ad funnels:

Start with a video ad using either a lookalike audience or general interest, demographic, or behavior targeting. Videos are useful in capturing user interest, but not requiring them to take action.

Create a retargeting campaign based on those video views, showing a relevant ad to viewers who watched at least half of your video, designed to drive clicks to a landing page.

Facebook ads for auto dealers

Follow up the landing page campaign with another retargeting campaign, targeting users who viewed your landing page but didn’t go to the next page in that funnel, or convert. Show them a lead ad, and encourage them to sign up for a free test drive.

Facebook ads for auto dealers

Continue to keep in your funnel until they convert, using a combination of new ads to attract cold audience members into the funnel and retargeting campaigns to keep them moving through it. Remember to keep your funnels straight so that your copy, images, videos, and offers stay relevant.

3. Reach Out to Past Customers With Custom Audiences

If it’s been 3 years or more, past customers may be interested in upgrading. Reach out to them by collecting their email addresses or phone numbers of your databases, and then show them hyper-relevant ads that promise to offer a great trade-in value for the specific model and year that they’ve purchased.

Facebook ads for auto dealers

In the process, make sure that these ad campaigns let them know about any new features or model incentives that your newer cars offer. Do they have more advanced safety features, an improved back-up camera, or better mileage? Go hard on those pain points, making it specific to the past model they purchased and the correlating model you think they’d be most likely to upgrade to now.

4. Use Custom Audiences To Find Similar Users

At this point, you’ve got your custom audiences up and running. Go ahead and use those high-value custom audiences to create lookalike audiences, which will be similar to the customers you already have.

When you’re creating a lookalike audience, make sure you keep the similarity high, opting for quality over pure quantity. This will help you connect with more relevant audience members. Use what you know about that custom audience and ensure that you’ve written ad copy.

Facebook ads for auto dealers

You can create a custom audience for users who have leased vehicles from you, one for those who have purchased your premium models or trims, and one who often rely on trade-ins. Use lookalike audiences off of each, and write copy and offers that would appeal to these customers at the very beginning of the sales journey.

5. Implement Dynamic Ads Based On Website Activity

Once you have people bouncing around on your site and viewing specific models of your car-- picking out that burgundy color and eyeing the leather seats and that sunroof-- use dynamic ad campaigns to keep users’ eyes on the exact car that’s caught their interest.

The more they see that single car that’s most attractive to them, the more tempting it becomes. Make sure that your dynamic ad copy is tailored to detail the most exciting or appealing benefits of each individual car on your site so that the ads aren’t just generic, but will actually speak to your audience.

Facebook ads for auto dealers

In order to do this, you’ll need to set up a product catalog in your business manager, which will include details of each car model you want to promote on Facebook. You can learn more about how to do this here.

Conclusion

When you’re creating ad funnels for your auto dealership, there are a few things you’ll want to keep in mind when pairing up a target audience with the right messaging.

Remember that you should always keep a specific audience relationship with your brand, their stage of the sales funnel, and their purchase intent in mind.

A customer who you’re hitting with interest targeting isn’t ready to convert, so talking about your great sales won’t be enough; instead, show parents a video talking about safety and people who are worried about the environment a video about your cars’ smaller carbon footprint.

Similarly, someone who bought a car five years ago isn’t actively looking to purchase, but if you can show the upgraded features they don’t have and assure them a great trade-in value, you’ll have their interest more than if you just promoted the new models outright.

The more relevant your ad copy is to a single individual, the more likely it is that they’ll take interest in and action on your ad, which pushes them to the next stage of the funnel. Since auto dealers will require longer funnels than businesses in other industries, this is crucial for long-term success.

Are you interested in getting help setting up effective ad funnels for your dealership? Get in touch here!











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Facebook Ads - Spying On The Competition

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Facebook Ads - Spying On The Competition

Let’s take it back to April of 2018. Mark Zuckerberg and the Facebook platform were in some hot water with the US government over the Cambridge Analytica scandal, privacy concerns, and the less than honest advertising practices of a couple of groups during the 2016 presidential election.

All of these seemingly terrible things has led to the creation of a very wonderful tool for us marketers to use.

This tool is the “Info and Ads” tab that is located on every Facebook page. (see the screenshot below for reference)

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This is what Facebook had to say upon releasing this new page feature:

“This section is designed to bring additional transparency to Pages and the ads they’re running.  Info and Ads allows anyone on Facebook to view the active ads a Page is running as well as the ability to learn more information about the Page (such as the date created and any previous name changes).”

So in short, this gives anyone the ability to go onto any Facebook page and see what ads are currently running.

This tool give marketers and business owners a great opportunity to spy on competitors ads and keep a leg up on the competition. It can also be used as a creative outlet for small businesses to get ideas and emulate what the bigger players are doing.

Although this feature gives you access to the ads themselves, you won’t be able to see who the targeted audiences are. You have to come up with that part on your own ;)

Interested in Facebook ads for your business?

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Low Funnel Ad Targeting & Retargeting

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Low Funnel Ad Targeting & Retargeting

The customer’s journey doesn’t just stop at the first click, in-fact it could take up to six impressions or engagements to turn that click into a customer. Below is just a few of the more advanced digital strategies we take to refine that experience.

Search Engine Marketing (SEM)

Placement of PPC search ads on Google AdWords. Delivery of the ad occurs in real time when the person searches a relevant keyword or phrase allowing for immediate access to present your product/offering.

Paid Social

Deliver ads across a variety of social media platforms including Facebook and Instagram. Consumers trust social media platforms and are likely to convert on offerings given that the product or service align with their needs.

Retargeting/Dynamic Retargeting

Deliver ads to an audience that visited a page but did not complete the intended conversion. The brand is top of mind for this audience, and they are classified as a lower-funnel audience given previous engagement with the client's site.

Predictive Targeting (Lookalike or Similar Audiences)

Analyzing the characteristics of a converting audience and building a larger audience pool based on these shared characteristics. Event tags or pixels are placed on the conversion pages to collect the data. These people have completed the conversion, and audiences with similar characteristics are likely to do the same.

CRM Integration (Current customer data)

Your CRM system houses information of audiences that have already been identified as prospective or current customers/clients. We're able to integrate this CRM data within our platform to target by email address, and phone numbers.

Keyword Search Targeting (In-market audiences)

Ability to gather data from the industry leading search engines and target people with display and video ads based on previous search history. Viewers searching for specific keywords and phrases are actively in-market for those products.

Standard Display Banners

Standard banner sizes are delivered for maximize reach on Google’s Display network and partner sites.

 

 

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The Benefits of Long Term SEO - Case Study

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The Benefits of Long Term SEO - Case Study

When Royal Water Systems hired TMD Marketing & Advertising for SEO services and digital marketing more than two years ago, they had just started their online efforts. The website barely registered on search engines, appearing primarily when people Googled the domain, rwatersystems.com. The company was struggling to develop business from a burgeoning online market.

As the campaign progressed, the website gradually rose to the top of search engines. Landing pages were constructed for key markets, and the client started to gain traffic from these areas. During an early 6-month period of the campaign, results were positive, with an organic traffic increase of more than 30%.

SEO Optimization

This growth was significant and a direct result of SEO efforts, from content optimization to landing page creation to linkbuilding. Around 30% of visitors to the website were arriving from search engines, with about 90% of that number being new to the site. At this point, our SEO team was only getting started with the campaign. In coming months, we would see organic traffic increase by around 10% every month. These were small gains, and there were months (as you can see in the image below) where traffic was down. But overall, these gains accumulated, and the website continued to crawl to the top of search engines.

Local SEO Data

More than a year into the campaign, we started to see big spikes, like with January 2018 in the image above. It took months of hard work and steady progress to start seeing these dramatic “spikes” in traffic. The campaign reached a point where today, its traffic is up by 430% compared with August of two years ago.

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Royal Water Systems could have easily stopped SEO services at the six-month mark, after good keyword gains and the 30% traffic increase. But they decided to keep going, and they experienced phenomenal growth because of their commitment to an ongoing digital marketing campaign.

In the SEO industry, we like to describe our work as a marathon, not a sprint. Nothing makes this more clear than the above results. Commitment to your digital marketing campaign will involve lots of communication, hard work, and trust. But if you keep going, the results can be incredible. Get in touch with TMD Marketing & Advertising if you’re interested in a digital marketing strategy for the long-term.

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Website Homepage Layout Best Practices

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Website Homepage Layout Best Practices

Your website could be the first impression of your business. For most of your customers, having a well-organized home page can not only help facilitate your customers journey online but also define you as a company.

The home page needs to be simple and easy to navigate, the position on the page of some of the most important elements can assist your visitors with figuring out their next step, whether its downloading a brochure, searching for additional products or services, learning more about your place of business or staff or even making a purchase.

By following our simple home page framework your guests can easily identify what your website is about and discover what they are looking for.

Our goal is to help you convert your clicks into customers, please feel free to download our PDF and share.

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Earn Positive Reviews, Don't Pay for Them

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Earn Positive Reviews, Don't Pay for Them

Negative online reviews can ripple across an entire organization, slowing sales and impacting morale. Reviews are often the first place people look when they’re considering a product or service, and businesses are keen to receive positive words. High praise on platforms like Yelp or Google has become so valuable that some organizations have resorted to paying customers for it. While this strategy—find a happy customer, reward them for sharing their experience—might seem like an elegant solution to the problem, it only exacerbates existing issues. Here’s why.

A study published last year in Marketing Science looked at the correlation between compensation and online reviews. It found that people can feel ingenuine when paid to review a product or service, leading them to question their initial positive experience. On average, a business might end up actually receiving fewer online reviews after introducing monetary rewards.

So, paying or incentivizing people to review can actually slow things down. But it’s also a question of truth. A business owner sees a problem with reviews, and thinks money is an easy fix. But, as so often quoted on inspirational posters, money can’t buy happiness. If people are leaving a lot of negative reviews for a business, it’s probably because something is off. Reputations aren’t built in people’s wallets, they are built with smiles, kind words, and excellent service.

The best approach to gaining positive reviews is self-reflection and communication. Are your employees treating customers well? Do your processes run smoothly? Are people getting what they paid for? Are you outperforming expectations? It’s not easy to take a long, hard look at these questions, but the rewards for this reevaluation are worth it. Business owners who take the time to truly examine their system are going to earn their good reviews.

As a leading digital marketing company in Utah, TMD Marketing & Advertising is here to help businesses grow smart in the long-term. We’re not about those get-rich-quick strategies. Get in touch if you are seeking honest, effective help with your digital marketing. 

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Secure (SSL Hosting) & Site Speed - How it Impacts Your SEO

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Secure (SSL Hosting) & Site Speed - How it Impacts Your SEO

For the past few years, a website’s Google ranking factor has been based in part on overall user experience. There are many elements to this experience, including user-friendliness, page load speed, secure hosting, and mobile responsiveness. Since these are more advanced technical processes and are often challenging to modify, they can present issues from an SEO standpoint. However, to be competitive in today’s digital marketplace, these elements should be addressed.

Secure (SSL) Hosting

To begin, it’s recommended that your website is moved to a secure SSL hosting platform. In October 2017, Google’s algorithm began favoring SSL websites, as compared to non-SSL sites. Additionally, most browsers like Firefox, Safari, Chrome, and Edge have amplified their on-screen warnings to those attempting to visit a non-SSL hosted website. We would encourage you to reach out to your web host or design firm to implement secure hosting. If this is not an option, for whatever reason, here are a few other ideas:

1) Transfer Web Hosting Services: If you do not have this ability, TMD Marketing & Advertising can take over the hosting responsibilities and employ SSL. Please note that only static sites like PHP and HTML, and/or WordPress sites can be supported in this fashion. Our SSL hosting is offered from $29/mo, which includes annual renewal of the security certificate.

2) Site Redesign: In cases with an inferior site build or challenges with moving the site, we suggest that you redesign. The combination of fresh design and secure hosting with SSL may significantly improve conversions and search engine rankings.

3) Caution: When people are unable or unwilling to alter their hosting platform, their SEO rankings will be affected, and more challenging to capture. You may still enjoy some SEO success, but not as substantial as you would have with SSL hosting.

Page Load Speed

For most websites, page load speed is only a small ranking factor. However, for very slow sites, it can be a major factor. To combat this potential penalty, solutions like minimizing code, reducing file sizes, and caching pages can be implemented.  

In some cases, access to these resources is limited, and a slow website may also be caused by a slow web host. To determine the speed of a website, Google has created a test, which can be accessed here: https://developers.google.com/speed/pagespeed/insights/. We suggest testing with this tool, and if results are poor, we encourage you to contact your webmaster to improve page load speeds. In the cases when webmasters are unwilling or unable to assist in this capacity, reach out to TMD Marketing & Advertising and see if we can help. If this is a possibility, please note that it comes at an additional fee.

Our team is also able to determine whether the issues stem from the web host or the website itself. If we find problems with the hosting, we advise moving to a quicker host. However, unless you are completely certain that it would result in a significant speed improvement, don’t attempt to move your web hosting.

Other Factors

Aesthetics, mobile responsiveness, user-friendliness

Generally speaking, these issues cannot be resolved without a full website redesign. For an outdated website, a redesign can boost visibility to search engines and also potentially improve sales conversions. A more active and productive website allows you to recover costs in the majority of cases.

Reach out to us if you have questions 801-896-0495

 

 

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Direct Mail Advertising - Delivering Results

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Direct Mail Advertising - Delivering Results

Understanding your audience will help you reach the most effective person with your advertising message, buyers are unique and big data helps is find the right person and the most effective time to get the most out of your advertising budget. There are many forms of direct mail that will yield different results, including post cards, letters, data configured mailers, magazines, rewards mailers, informational brochures and more… Choose the right form to meet your business needs and budget.

 

To get the most out of your direct mail ad, your campaign or mailer should include the following:

 

Provide a strong offer to reel in new guests or reward existing customers.

  • Free - buy something, get one free, example: purchase a sandwich and two drinks and get a second sandwich FREE

  • Half price - buy something, get 1/2 price or 50% off 2nd item 1/2 price or 50% off)

  • Dollars off - convert % off to dollars (example: Instead of 20% Off, use $10.00 Off a $50.00 purchase)

Effective ad design

The ad should build value for its use and create a reason to buy TODAY! Keep the ad simple by using short and direct, easy-to understand language. Make important points easy to read and lend a definitive tone.

 

Repetition and consistency

Having a strong offer and a great ad design will help bring new customers, however a one-time approach will only provide minimum results. The success of a marketing campaign relies on repetition and consistency. The more your ad is in front of your

audience, the greater your chances of getting a response, keep in mind that a buyer is not always ready to buy when you are ready to sell.

 

Other things to consider

  • How long the business has been around

  • Time of year, seasonal businesses

  • Competition and their advertising message

  • Frequency of the message

  • Provide clear branding with minimal clutter in your design

  • Don’t forget contact points; address, phone, website, social links, etc

 

Know your audience, develop a clear and concise message and follow through with a plan, or you can call us, direct mail advertising is our specialty! TMD Marketing & Advertising 801-896-0495

 

 

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7 Ways to Improve Your SEO Right Now

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7 Ways to Improve Your SEO Right Now

When Google hit the internet in 1998, it revolutionized how search engines worked and their ability to produce quality results for their users.  While there were many leaps of technology for Google, none were more important than its strategy to use inbound links as a strong factor to determine search engine ranking. Google views each link from one website to another website as a vote of confidence, and by having more inbound links, your website has more authority and more potential to rank well on Google.  This strategy was a success and is still a major part of Google’s search ranking algorithm today.

With inbound links influencing rankings on Google so strongly, SEOs and webmasters devised ways to increase the volume of inbound links to their websites. It became an obsession, spawning a new industry with evermore creative ways to generate links to help boost search rankings on Google. For Google, it became a problem, allowing low-quality websites to capture strong rankings and forcing Google to produce mediocre results to its users.

Google had no choice but to fight back, spawning a host of search ranking updates to combat SEOs and webmasters trying to artificially alter their rankings on Google. Many ranking updates were implemented by Google, with funny names like Panda, Penguin and Hummingbird. For the most-part, Google has won the battle, making it difficult for SEOs and webmasters to shortcut the system. They now must play by Google’s rules, abiding by Google’s Webmaster Guidelines and capture rankings in a more organic, holistic way.

Despite Google’s ability to identify people trying the cheat the system, inbound links are still an important factor with search engine rankings and are as important as ever. The only thing that has changed is that it is much, much more difficult to gain an inbound link than it was a few years ago.

Below are a few suggestions how you can help build inbound links in a manner that will not upset Google.

1. Business Citations:

Business citations are business listings that reveal basic information about your company. These include business directories, online yellow pages, GPS systems, voice search (like Apple’s Siri), website statistics and niche resources. The downfall is that there are literally hundreds of these business citation resources and it would be a daunting task to post your business data to all of them. Recently, new technology has emerged that allows “data aggregators” to push business data to large networks of business citation websites. What once took dozens of hours of work can now be accomplished relatively quickly. Many popular data aggregators include Moz Local, Yext and Brandify. Pricing structure varies with the level of service provided, but business citations represent a low-cost solution for building inbound links to your website. Furthermore, the benefits are stronger than simply receiving an inbound link as each resource also generates its own traffic that could lead a prospect to your website. Inbound links, traffic to your listing and broadening your online footprint are all impacted through business citations.

2. Google My Business:

This is the single most important business listing that you can generate. While it isn’t technically “link building” it provides a relevant business listing for your company that has the opportunity to capture strong local search rankings. If you do one thing to help your website, even if you are a national company, do this.

3. Great Content:

By having great content on a great website, people will naturally add links from their websites to yours. This is what Google originally intended when they began using inbound links as a signal to boost search engine rankings.  Investing in your website, wisely, will always payback strong dividends. Not only will a great website draw in links, but it will also yield strong conversion rates, referral traffic, media attention and a myriad of other things that are all good for online business. Google wishes to deliver great results to its users, and Google will reward you for the effort you put into your website. This does not mean that you give up a weekend to post a few articles. You need a dedicated website enrichment plan that delivers both quality and quantity.  Keep in mind that quality is first and foremost important. One great article can make a bigger impact that 50 low-quality posts.

4. Link Bait:

Many people believe that link bait is a bad SEO practice, meaning that it is something that Google does not like. However, nothing could be further from the truth. Google’s own Matt Cutts (former head of SEO Spam) was a link-bait advocate and recommend it as a means to generate inbound links.  Link bait works by building a website that can gain some attention and compel people to link to it. Then you link the link-bait website to your business website. Your link bait site generates online authority, which is then passed on to your business website.  Link bait can be anything that interests anyone. It could be list of the top-50 greatest wines, a how-to article for starting a new business, or tips for training an old dog new tricks. As long as the content is relevant to your business and will compel people to link to it, then link bait will work.

5. Guest Writing/Blogging:

Many people want great content on their websites but they don’t want to write or they need an authority figure to craft it. In exchange for great content, webmasters will provide a link back to your website providing a perfect win-win situation. However, you have to be careful that the website you are writing for is not overzealous with guest writers. If the website is designed as a resource to help people generate inbound links, Google will not like it and will discredit those links and could potentially punish your website for it.

6. Social Media:

Links are links and it doesn’t matter where they come from. Get active on social media platforms like Facebook, Pinterest, LinkedIn and Twitter and start providing nuggets of wisdom for people interested in what you do. Be sure that you occasionally provide links from these social media platforms that point back to your website. In addition to your social media audience, Google will see these links and provide credit to your website. 

7. Press Releases:

Online PR was once a great way to build links, however this practice carries little inbound link value as it was abused in the past as a means to generate inbound links. While press releases still have great value for mass-public exposure, links through most PR channels will not be counted by Google.

Just remember that nothing happens if you do nothing. Keep working on your website at a pace that you can sustain for the long run. SEO is a marathon and not a sprint, and those who keep chipping away will be rewarded the most by Google.

For more information about SEO, SEM, Social Media or other advertising services for your business contact us at 801-896-0495 or visit us online at: https://tmdmktg.com/

Author Bio: Chris W. Sharp is the founder and President of SharpNET Solutions, an industry-leading SEO marketing company since 1998.

 

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