05 Feb The Different Types of Facebook Ads You Need to Test for Your Dealership
As consumer digital lifestyles embrace messaging platforms like Facebook reaching over a billion daily users, auto dealerships must keep pace using modern advertising formats fine-tuned to relevant audiences informed, open to engagement and incentivized into showrooms – not merely tuned out and distracted.
This expansive guide examines key Facebook advertising types available today along with recommendations on ideal testing combinations matching complementary campaign goals across your dealership’s sales process spectrum.
History of Facebook Ads
Facebook originally launched advertising units embedded natively alongside organic News Feed posts back in 2007 as simple contextual text-based placements for catalyzing further business page growth during early platform adoption.
Since then, Facebook has greatly expanded sophisticated targeting segmentation now able to pinpoint tailored auto shopper buyer interests then serve vehicle intenders customized dynamic catalogue inventory ads, social video re-engagement clips, augmented reality experiences plus conversational messenger bots driving immediate on-site actions.
The Facebook Pixel and Conversion Tracking
In addition to advertising breadth, Facebook provides unparalleled transparency around attributed results at each phase using its core Pixel product. Dealers install the tiny tracking tag onsite then through data science automatically attribute Facebook/Instagram ad exposures later correlating to requests, bookings then eventual vehicle purchases without requiring sensitive CRM data sharing.
This allows accurately assessing real performance for tweaking future ad budget allocations and bidding across corresponding funnel stages per successful outcome conversions.
ROI of Facebook Ads
Skeptical automotive marketing decision makers often question viable ROI production potential around Facebook spending due to lingering misperceptions involving poor campaign performance or lower budget obstacles requiring mass awareness priorities.
However, optimized execution focused on precise micro-targeting parameters tailored to area geo demographics dispels past shortcomings enabling strong consistent lead generation acquisition expanding well beyond niche brand awareness plays through compelling emotional insights connected one-to-one with the ideal aspirational individual just entering the personal vehicle shopping journey.
Benchmark Performance Over Time
The key for unlocking substantial new vehicle sales ROI stems from testing then tracking real cost-per-conquest measurements determined by verified Pixel conversions back. Initial wins indicate minimum volume thresholds needed for detecting true attribution cut-through metrics.
Gradually incorporate additional middle-funnel call/email lead actions beyond purely lower-funnel onsite form hand raisers but maintain enough 30/60/90 day nurture budget for following priority hot prospects until eventual purchase conversions get reached weeks later.
Continuously monitor which ad creative variants, topical targeting themes and value propositions resonate for refining approaches over time as psychographic motivations evolve per market conditions and inventory demand shifts.
Types of Facebook Ads for Your Dealership
Balancing creative brand awareness, lead nurturing and sales conversion objectives per dynamic market shifts determines ideal Facebook advertising investment allocations per quarter. Carefully testing then layering upper through lower funnel units maximizes acquisition impact across a dealership’s integrated online/offline ecosystem.
Brand Awareness Video Ads
Spark emotive first impressions early introducing dealership differentiation or showcasing community values through succinct 15-30 second video branding stories amplified via engagement bidding minimum view guarantees.
Dynamic Inventory Retargeting Ads
Reengage recent website visitors dynamically showcasing exact vehicle make/model image ads matching browsing recency behavior. Feeds automatically update availability, pricing pushing hot prospects back into purchase paths.
Lead Generation Sweepstakes Ads
Incentivize high-intent audiences engaging with desirable new model image galleries or trend articles into sharing contact info for sales follow-ups through instant win coupon giveaways requiring email/phone captures redirecting into CRMs.
Site Traffic Conversion Campaigns
Penetrate loot audiences browsing competitive dealer listings yet recognize halo brand equity through cross-shopping lookalike targeting via boosted evergreen blog/guide ads focused solely on promoting immediate on-site actions like scheduling test drives/appraisals.
Retail Event Promotion Ads
Commit incremental budgets driving pledged turnout to upcoming VIP experience dates involving finder’s fee referral incentives tied back toprior service database or existing owner customer targeting pools.
Testing then learning from budget dollar shifts into select categories provides clarity around highest converting areas for dealerships gauging touchpoint balancing given dynamic market conditions and individual creative performance each quarter.
Want expert assistance determining ideal Facebook advertising combinations to boost showroom traffic and maximize conversions? Connect with the social media marketing team at Local Dealer to uncover emerging pockets of ROI through expanded modern digital creative today!