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Facebook’s integration with Polk data and
the way it tracks user behavior, you can
easily identify in-market shoppers within
a defined radius of your dealership.

Best ads to reach
in-market shoppers
Once you identify your audience, Face-
book offers a number of ways to reach it.
Depending on what your goal is, you may
want to try a variety of ads and formats to
see which deliver the best results.

LEAD ADS
These ads are ideal for collecting sign-ups
for test drives, price estimates, and trade-
in value quotes.

Use lead ads to convert shoppers within
three months of buying. When a mobile Additionally, all Facebook ads need to be times per week is adequate. Once your tar-
user clicks on a lead ad, the form opens designed for the mobile consumer. That get audience is four to eight weeks away
pre-populated with their information, means they should feature tight copy, bold from purchase, increase your ad frequency
making it easy for a car shopper to submit images, and eye-catching headlines, and to three to four times per week.
it, and greatly increases the volume of mo- be designed for “sound off.” Use an au-
bile leads. thoritative editorial voice and make strong Measuring success
calls to action, so consumers are left with Historically, success on social media
DYNAMIC ADS no doubt as to what you want them to do. has been measured by numbers of likes,
The goal of dynamic ads is to get in-market shares, and comments. Now, it’s time to
shoppers to visit VIN-specific inventory A great way to increase relevancy is to seg- think about how Facebook and Instagram
pages on your website. ment your audience and create ads for each can deliver on your real business goals,
segment. For example, Facebook allows such as increasing brand awareness, leads,
These ads feature your dealership name, you to segment audiences based on inter- and sales.
a relevant message, dynamic images, and ests, such as art, science, and travel. Try
links to your VDPs. Also use dynamic ads creating messages that appeals to specific Social media campaign effectiveness can
to re-target people who have viewed spe- interests such as these. be measured in the same way as campaign
cific vehicles on your website. effectiveness on other channels, such as
The more relevant your ad content is, the voice, email, and direct mail. Clicks, con-
CAROUSEL LINK ADS higher your response rate will be. versions, and revenue can all be attributed
Carousel ads allow you to showcase up to back to specific campaigns.
10 images, headlines, links, and calls to ac- Reach and frequency
tion in a single ad. Social media campaigns for in-market Facebook and Instagram are ideal social
shoppers can be designed for the entire media channels to generate leads from
Using carousel link ads lowers your cost six-month period of consideration. To in- in-market car shoppers. With the right
per conversion 30% to 50%, compared to crease campaign effectiveness, optimize marketing strategy and platform, your
single-image link ads. Link ads are used to reach and frequency when targets are four dealership can deliver highly targeted and
drive shoppers to a specific section of your to eight weeks away from purchase. relevant messages designed to increase
website, such as a VDP, “get a quote” page, brand awareness, customer engagement,
customer testimonials page, or service spe- REACH foot traffic, and ultimately, sales. n
cials page. Ideally your ads will reach 50% to 70% of
your target audience at any given time. Scot Eisenfelder is CEO of Affinitiv, a lead-
Make your dealership When your target shoppers are four to ing marketing technology company serving
stand out eight weeks away from purchase, maxi- a dozen automotive manufacturers (OEMs)
What makes a person click on a post in mize reach to 70%, as much as possible. and over 5,500 franchise dealers. Prior to
Affinitiv, Eisenfelder held positions as se-
their Facebook newsfeed? Messages should FREQUENCY nior VP of strategy at AutoNation and se-
be relevant and personal. Use a casual, easy For in-market shoppers more than eight nior VP of product management, strategy,
tone, like you’re talking to a friend. weeks away from purchase, one to two and marketing at Reynolds and Reynolds.

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