Why Should Car Dealers Run "Omnichannel" Social Advertising?
Dealers United
We help dealers save time, cut costs, & sell more cars with Digital Solutions including SEO, SEM, and Social Media Ads.
The Power of Omnichannel Social Ads for Automotive Marketers
Paid Social Media advertising is an important component of any car dealer advertising plan.?
In fact, NADA's 2023 Full-Year Report presented that Social Media Advertising
Meta platforms (Facebook & Instagram) are the most popular social channels to advertise on, but you are missing out on additional value if you aren’t advertising on others as well.
Here's why:
Not all social media platforms play by the same rules.
It was a tough day when Meta took away the ability to use Special Ad audiences for ads (Lookalike Audiences for those in the Credit category).
What's a "Credit category?" To prevent ad rejections when advertising on Meta, automotive dealerships must select the Credit category if the destination is the dealer’s website, due to the number of credit offers on the website.
On Meta, we can get around this a little bit by not directing to a dealer’s website and running On-Facebook AIA instead.
But what about when we want them to go to the website?
Other Social Ad platforms still allow us to use Lookalike Audiences, such as TikTok, Snapchat, and Pinterest!
On these platforms, HEC regulations are less stringent and depend more on the creative/copy being used, rather than the dealer’s website as a whole. While there are still regulations in some areas, like hiring ads on Snapchat, we do have more opportunities to use Lookalike Audiences on non-Meta social channels.
Heads Up: "Actalike audiences," Pinterest's version of a Lookalike Audience can be used in the Catalog Sales objective, but this pairing will only work if a dealer is using DMA location targeting.
Another recent obstacle with Meta advertising for car dealers is around zip code targeting, also restricted by Meta's HEC restrictions.
If your car dealership wants to continue using zip code targeting, it's still available on TikTok, Snapchat and Pinterest!
On TikTok, Dealers United participated in beta testing zip code targeting on ads, a practice that is now exclusively used on many DU client accounts. (Watch our webinar recording..."The Secrets To TikTok For Car Dealers"!)
On Snapchat, zip code targeting is also available with the only limitation being that that it must encompass at least a 5-mile radius. One nice feature is being able to expand a radius from a zip code up to 60 miles!
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On Pinterest, zip code targeting is allowed on most ads, with the big exception being Catalog Sales campaigns.
Did You Know? Another way Dealers United clients benefit from our close relationship with Pinterest is the addition of ODC (Oracle Data Cloud) audiences of in-market shoppers.
Will TikTok, Snapchat, and Pinterest Actually Help Me Sell Cars?
Short answer: yes.
For proof, check out Power Ford's Social Ads case study across Meta, Snapchat and Pinterest: 425 vehicle sales matched to Social Ads at $297.87 Cost Per Unit Sold! ??
It’s all about being present in multiple areas to reach car shoppers, with the right message, where they are spending time.
And the way car shoppers "spend time" has changed. No longer are they only spending time on Meta properties.
Picture this: a Facebook user clicks on one of your ads and looks at a specific used sedan on your website, but then isn’t active on Facebook for 3 days, and instead gets enamored with their TikTok feed...
Is this where their journey ends?
We can start reaching that shopper with your inventory and brand wherever they are spending their time: TikTok, Snapchat, Pinterest, and Meta (Facebook & Instagram).
Existing DU customer & want to learn more about expanding your social ads strategy
Not yet partnered with Dealers United? Learn more about Dealers United's custom Automotive Social Ads strategies here.