Car Dealership Facebook Ads: No Longer Optional
Once upon a time, people would need to go to the local auto dealer and check out what they have to offer. These days, they don’t even have to leave their home, or even call in - car dealership Facebook Ads make it possible to connect with buyers at the most convenient time (when they're ready to purchase.) They need to go online to look for what they need. Not surprisingly, car dealers are tapping into social media marketing to promote their business. Facebook ads targeting has become quite popular amongst car dealers to get their product in front of prospective car buyers. Targeting car buyers on Facebook has become incredibly easy. The platform offers tools that car dealers can use to direct potential buyers to their websites. Facebook detects users’ visits to pages, websites, and apps of auto brands. The site then generates a tailored ad designed to show the most relevant ads to these car shoppers.
Creating Facebook Ads for your Dealership
To successfully connect with their target audience, people need to create ads that are optimized for various screens, big and small. It is also essential to identify your car dealership demographics. People have different reasons for buying cars. The life stages that prompt people to make the purchase vary from one person to another. Targeting car buyers on Facebook also include understanding these life stages so that they will be able to create messages for the right audience. Marketers can plan their campaigns to align with critical moments in people’s lives. These are the moments where people are in the mindset to purchase.
What is Your Car Dealership’s Demographics?
The auto industry is changing, and these changes are reflected in the interest of buyers and the profile of the target market. Nowadays, women are driving as much as men. In fact, they make up 51% of the target market on Facebook. They are your intended buyers for cars like SUVs, mid-sized autos, and compact vehicles. When it comes to differences in age, 61% of potential buyers are younger than 45 years old. A quarter of this number is between the ages of 25 – 34. Conversations about cars vary as well depending on gender. Men tend to highlight the car’s appearance and functions whereas women talk about value and sentiments. They often focus on the reasons why they want to buy a car. When targeting car buyers on Facebook, it is important that marketers combine personalization, customization, and information to optimize their reach. The most effective ads are short, attention-grabbing, and suitable for small screens. Most people use their phones to go on Facebook. Facebook ads targeting should connect at key life stages related to car purchasing. Behind every car, there are stories that need to be told. These are the same stories that would resonate with potential buyers. Create ads that would reach out to people and touch them emotionally. Your car dealership's facebook ads should be engaging, relevant, and provoking to your target audience.
Targeting Car Buyers on Facebook
Selling cars is considerably easy when you use automotive Facebook ads. However, you need to find your car dealership demographics or the right audience. You need to select your market through Facebook targeting. But how do you do this? Do not limit your campaign. Don’t drop your entire budget into running a single ad set. Test your ads first. Create two ad sets and see which one would fare better. You can start by doing general targeting. First off, set your location to +25 miles from your city. If you’re located in a densely populated place, you can set your miles lower. You can also exclude cities from your parameters. Set your age between 18 and 65 to avoid missing out on potential buyers. You can play with your detailed targeting parameters to see which results would get more engagement, more clicks, higher rich, and a much lower CPC. You can tweak this section to add connections. You can narrow your audience or add social proof. You will notice suggestions from Facebook when you start doing Facebook ads targeting. It might be best to ignore these suggestions. A better option is to go to “Behaviors > Automotive,” and then select which ads would work best for you. Facebook uses multiple sources to identify user characteristic, geographic, demographic, and other information relevant to targeting. You also need to learn how to identify the right behavior to consider depending on the kind of vehicle that you are selling. People who are looking for used cars may exhibit different behaviors from people looking for brand new ones. Once you have run your ads, you can study the results, and you can then adjust your strategy. This is why testing is important. You can compare the results from the different ad sets, choose the sets that work best, understand why these ads work, and then you can tweak your results.
Facebook's Take on the Car Buyer's Journey
Facebook collects arguably the most comprehensive data on the car buyer's journey. In this post, they show exactly how car buyer's interact with car dealerships using their platform. The infographic below says it all.