Read this if You and Your Dealership Want Better Performing Facebook Ads

According to the Pew Research Center, 68% of Americans use Facebook. 74% of that audience checks the platform daily. Let's assume your dealership has a thriving Facebook page, are you using the platform’s remarketing and advertising capabilities to its fullest?

BTW... The absolute most profitable ads you will run on Facebook are remarketing ads... however... all remarketing ads are NOT created equal.

You can always post about your inventory and new cars on Facebook organically. But using Facebook ads in combination with VIN Specific Advertising can increase ad click-through rates as well as the number of qualified leads for your dealership.

I've seen dealers enjoy an increase in click-through rate over 200% using VIN specific Facebook remarketing, instead of standard Facebook remarketing.

The term remarketing refers to the tactic of serving social media ads to shoppers who previously viewed products on your website.

In this particular instance, you can strategically place VIN specific ads to those who have already looked at that same vehicle on your website. VIN Specific Facebook remarketing ads serve as a means of gently reminding a customer about their interest in a new (or used) car.

For example, let’s say a car shopper in your market searched for a 2019 Ford F-150 on your website. They look at the information and click out of the website.

Later in the day, while scrolling on Facebook, they happen to see an interactive advertisement for that same vehicle from your dealership. This ad contains walk-through videos, high-quality pictures, and all the information your prospect could ever ask for about the vehicle.

From there, they click through to your website and finally take action by contacting you or submitting an inquiry form.

You can also target individuals who have been to your business and inquired about a specific vehicle. By pairing your CRM system with Facebook advertising, you can serve quality and in-depth ads using VIN information to those who are still considering to make a purchase.

Quick Tips for Using VIN Facebook Advertising

If your dealership elects to use VIN specific advertising on Facebook, you’ll find these tips to be quite useful.

Make Your Ads Stand Out

When a digital marketing channel is successful… that success comes with higher ad costs and ad saturation. Sadly, social media is very competitive these days, and some users may tune out the ads they see.

The high relevance of your VIN-related ad will pique their curiosity, the rest of your advertisement needs to capture their attention fully.

Use the following to make your ad stand out from the rest of their newsfeed:

• Professionally filmed videos about the specific vehicle
• Up-to-date mileage and other vital vehicle data
• High-quality imagery of the car’s interior and exterior
• Captivating copy about the car, dealership, and any ongoing promotions related to the vehicle

Run A/B Tests

Facebook gives you the ability to test various campaigns against each another to see which performs the best. After uploading your data management system inventory to Facebook, put together multiple campaign types and formats for each vehicle.

For instance, you can test different styles of copy. Do your customers prefer copy full of information about the vehicle, or would they rather read about a particular promotion? 

Or, you can test using different images and media in your ads.

Once you’ve figured out the winning combination, roll with it and let the leads fly in.

Always Create a Call to Action (CTA)

Although VIN specific ads on Facebook are informative and timely, they’re useless if you don’t include a Call to Action (CTA). Your CTA must be brief and easily understood. 

Users should never be confused about what step to take next. You must lead them.

CTAs you can use include:

• Click here to request a test drive!
• Contact us to learn more about the [car make/model].
• Stop in and take advantage of this promotion before it ends!
• Click here to get started for our sale event!

Always make sure the CTA relates directly back to your campaign’s goal, too.

There are an endless assortment of tips, tricks, and tools for creating Facebook ads that convert, but VIN specific advertising is the most practical, achievable, and effective.

If you want us to show you how to effectively increase your traffic and sales, you can reach out to us at 502.261.9292 or just schedule a meeting.

Be unique and show up like nobody else!

Scott

Scott Joseph is an automotive dealer and CEO of J&L Marketing. With nearly 3 decades of automotive sales, marketing and leadership experience, he helps automotive clients grow predictable sales with his engineered proven marketing process.