Over the years, Google has firmly established itself as the 800-pound gorilla when it comes to search ads. After all, it is, without a doubt, the most used search engine. And, because of that, enjoys the monetary benefits from many ads.
In the automotive industry, to gain valuable traffic from in-market consumers, dealers compete with manufacturers and third-party lead providers for key search terms. The manufacturers and third-party listing services have a much bigger search engine marketing budget than most dealers, so it can be difficult for dealers to compete.
Ah, but what about Facebook?
For early adopters, Facebook was the buried treasure that others had yet to find. But has since grown enormously and businesses enjoy the targeted reach, branding opportunities and leads that a correctly configured Facebook ad campaign can bring.
And now it could be getting even better.
According to Search Engine Journal, Facebook has quietly begun testing search ads for its advertisers. What does that mean? Instead of being limited to distance, demographics, and interests, you will shortly be able to target Facebook users by their searches a la Google.
While the data set that Facebook uses for targeting is massive, it can be hit or miss. However, similar to Google search keywords, a Facebook user searching "used cars Dallas, Texas," or "used Chevrolets Dallas, Texas," is likely to be much lower funnel, and much more relevant for you to target with ads. And quite possibly not even part of the targeting your dealership uses. Not every buyer is the same, and their interests vary. BUT that doesn't mean qualified buyers don't exist outside of your dealership's usual targeting demographics.
The benefit to you is that not many dealerships are yet using this feature. It could translate into an advantage over the competition. Also, you may be able to pick the low-hanging fruit, which falls outside the demographics you were previously targeting. There is nothing more powerful than targeting users by search intent.
Unlike, Google, Facebook search results are primarily powered by the information on a dealership's Facebook page. This information is NOT as complicated as most websites. Dealerships who properly optimize the information on their Facebook page; and who run targeted search ads on Facebook (when it is widely available); could easily enjoy a good return on investment
I'm not at all advocating that dealerships abandon Google AdWords. Instead, that dealerships utilize this new Facebook targeting method in conjunction with their existing Facebook and Google Ad campaigns. They may be able to quickly ramp up the results of search ad budgets.