Facebook’s Focus on a Full-Funnel Approach for Automotive Retailers

If half of Facebook is the “Face” of the people in society then what’s the “Book” part all about? 15 years after inception we are starting to find out. The Feds and Attorney Generals are starting to throw the “Book” at Facebook. Facebook knows quite a bit about the people as the advent of privacy laws come into play.

The “Book” is starting to turn into whether or not YOU are using Facebook to “book” deals? You should be. 

It’s time to take a page from Facebook’s Automotive Retail Playbook. 

By the way, lots of playbooks these days coming from the platform providers--ie, Google Playbook, Facebook Playbook, etc., but what does it mean to Automotive Retail?

Here’s my reasonably quick take:

Upper funnel brand awareness of your operational advantages should be 20% of your Facebook spend. 

This includes Why Buy Here Ads, Dare to Compare ads, and Operational Advertising that keeps your name out in front of consumers. The utilization of lookalike audiences and the inclusion of friends of likers and videos are huge. Brand Awareness. Reach. And Video Views in Volume are your key considerations for this chunk of change.

Lower funnel Acquisition should be 60% of your Facebook spend. 

Utilize Dynamic Facebook ads and pixels to get people to go to or come back to your website. Drop the leads into your CRM. The real, retail players know that the game is to get consumers from Facebook to their Dealership Pages and the Facebook Pixel gets that done. We’re looking for leads and in-store visits for sales and service, respectively. 

Post Engagements and Consideration should be 10% of your spend. 

If you’re not generating interest in the products you sell then you’re missing the point. Online specials on your website bring buyers in the land of Facebook. Website Conversions--ie, VDP page views greater than 4x, time on site greater than 5 mins, form fills and phone calls will help carry your advertising budget to more productive outcomes. 

How about connecting the dots from a Facebook Ad that compares your product to the SEO landing page that brings it all together via a YouTube video and follow-up display advertising? Integration is key.

And it’s also clear about what doesn’t matter. 

Vanity metrics like “likes” have no correlation to vehicle sales or brand health anymore. More specifically, they advise to “Forget the KPI’s that Don’t Matter”. Given Facebook’s clear direction on Organic Metrics, I’d advise that organic work on Facebook is unimportant, if not inconsequential. Some Social Media Influencers, if not Managers, would be wise to learn the Media Buying side of Facebook’s platform.

10% of Your Buy Should Move to Facebook Search Advertising

Meanwhile, Facebook advised they are rolling out Facebook Search Advertising. Get ready everyone! More to follow on this quickly developing space.

Check out the chart below and/or re-read this blog to help serve as your guide to growing your business.

Views: 16

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Latest Activity

Linwood E. Poissonnier posted a status
"You have to believe in what you’re doing, or actions won't work. Be sure of yourself"
3 hours ago
Linwood E. Poissonnier posted a status
"I have been a member for a long time . Under Autonation Nissan and Brandon honda N.O.B."
5 hours ago
Courtney Evans's blog post was featured
7 hours ago
Eliana Raggio posted an event
Thumbnail

FREE WEBINAR: How to Improve Your Follow-Up Today! at https://digitalairstrike.com/How-to-Improve-Your-Follow-Up-Today

November 21, 2019 from 12pm to 1pm
If your dealership is like most, your follow-up is either flawed, on auto-pilot, or completely…See More
12 hours ago
Joe Tareen posted a blog post
15 hours ago
Bill Wittenmyer posted a blog post

3 Strategies to Cultivate Enthusiastic and Loyal Fans

It costs most dealers about five times as much to acquire a new customer than to retain those they…See More
Monday
Scot Eisenfelder posted a blog post

Auto Dealerships’ Online Shopping Experience Fail to Meet Customer Expectations, Affinitiv Study Finds

Predictive personalization key to matching precedent set by non-auto retailersChicago, IL—November…See More
Monday
Mike Esposito posted a blog post

Auto/Mate Wins “Best Places to Work” Award for 10th Straight Year

Albany, N.Y. – November 11, 2019– Auto/Mate Dealership Systems has been recognized as one of the 48…See More
Monday
Courtney Evans posted a blog post
Friday
Jim Flint posted a blog post
Friday
Kate Westall posted a blog post

Truck Tarp Parts: Everything To Know About It!

If you own dump trucks then owning truck tarp parts is essential for you. With the help of truck…See More
Nov 7
Mike theCarGuy Correra posted a video

What You Shouldn't Overlook in Your Marketing Strategy

Mike Correra shares one important piece of an effective dealership marketing strategy that is most often overlooked.
Nov 7
Damian Boudreaux posted blog posts
Nov 7
Dan Beres posted a blog post
Nov 7
Lehel Reeves posted a video

How to Effectively Respond to Leads

Lehel Reeves shares a tip about how dealerships should respond to leads received from a consumer that converts through a video.
Nov 7
Bill Wittenmyer posted a video

#WittsWiseWords: Ask Questions and Listen

Listening more and letting your customer do the talking is your greatest asset when closing a deal. Visit www.elead-crm.com Follow Us On: Twitter https://twi...
Nov 6
Tim Duke posted a blog post
Nov 6
Angela E. Fleming posted a blog post

Inside the Consumer Buying Process: Choosing an Auto Dealership

There are many auto dealership options available to consumers, how does one narrow in on one…See More
Nov 4
Mike Esposito posted a blog post

Auto/Mate Wraps Up User Summit in Nashville, TN

Albany, N.Y. – November 4, 2019 –Auto/Mate’s 2019 User Summit was the largest one yet, with nearly…See More
Nov 4
Simon Hopes posted a blog post

Factors to Consider when Leasing a Car

Leasing has gained massive popularity over the years. A lease provides you with the duties of…See More
Nov 4

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service