4 High-Performing Auto Retail Facebook Campaigns to try in 2019
1 in 4 minutes on mobile devices is spent on Facebook & Instagram. That is a lot of minutes that you could be using to put your inventory in front of car buyers. What’s more, social media channels have a direct impact on purchasing, with 59% of car shoppers saying they are influenced by Instagram in an auto purchase.
When setting out to create your strategy, keep in mind what truly matters for your business - driving more car sales. Facebook and Instagram are more than brand awareness channels and your strategy should go beyond boosting posts and generating likes and shares.
The key to success with Facebook and Instagram advertising for auto is to look at the entire automotive buying journey and account for each of the five stages a customer goes through - Awareness, Consideration, Purchase, Retention and Advocacy. Create Facebook campaigns that help you hit your marketing goals across all stages of the buying journey from Awareness to Retention and Advocacy. We show you how in the campaign ideas below.
Awareness Stage - Generate demand with video ads
A study by Facebook revealed that 62% of car buyers discovered new vehicles online compared to just 35% who discovered in-dealership. 65% of consumers aged 18-34 discover new cars through the Facebook family of apps. This is a good enough evidence for us that Facebook and Instagram are worthwhile channels for auto demand generation.
We found that the most efficient way to engage buyers at the Awareness stage is through a combination of Facebook Lead Ads and video ads. Here are our top tips on creating high-performing video ad campaigns:
Run awareness video ads and retarget those audiences with leads ads
Use lead ad forms as part of the video ad call to action for any customers who are ready to enquire right away
Optimise video for mobile - create vertical video or stack horizontal videos on top of each other
Aim to get your brand and message across in 3 seconds- the slow build up and reveal used for TV formats doesn’t work on Facebook
This great guide by Facebook on how to create ad creative perfectly optimised for video. https://www.facebook.com/business/m/playwithcars
2. Consideration Stage - Drive new car leads and sales
A fully scaled marketing strategy on Facebook covers all the stages of the funnel but you can prioritise the stages that matter the most to your business. For example, you can start with a campaign aimed at the Consideration stage if your goal is to engage people who are already in market for a car. At the Consideration stage, your mission will often be to capture in-market leads and get them to book a test drive.
By far, one of the easiest and most cost-effective ways to capture in-market leads is through Facebook Lead Ads. Our clients see a 50% saving on cost per lead from Lead Ads when compared to a traditional website journey. Here are some of the reasons why you should consider Facebook Lead Ads:
Lead forms are easy to use and fill in on mobile
Forms are pr-filled with profile information
We see a consisted 50%+ saving on cost per lead as a website journey
You can customise consent for GDPR
Facebook Lead Ads Pro tips
Ask more questions - On a traditional website landing page form, you normally will try to ask as little questions as possible to increase the conversion rate. On Facebook Lead Ads we recommend doing the opposite - ask more questions to qualify the lead. Facebook’s algorithm is so good at finding people who fill out the form that asking more questions won’t increase the cost per lead but it will produce a much higher quality leads. Check out our blog for the top 3 questions you should ask in automotive Lead Ads
Building engagement audiences to Retarget people who start the lead journey but don’t finish will give you a 40% boost in form submissions
Try out High intent forms if you still need a boost
Respond to the leads very quickly - sync to your DMS - conversion rates increase drastically when responding quickly
3. Purchase Stage - Sell more used cars
In a recent study, Facebook found out that 60% of vehicle buyers buy or plan to buy their next car in-dealership, compared to 39% who buy or plan to buy online. While car buyers are still more likely to make a purchase in a dealership rather than online, there are a number of Facebook tools and tactics you can use at the Purchase stage to move leads down the sales funnel.
We are going to focus on two different tactics that can help you drive more used car sales one using Facebook Dynamic Ads and one using Facebook Marketplace.
How to use Facebook Dynamic Auto Ads to drive used car sales
Thanks to Facebook Dynamic Ads and Facebook Marketplace advertising your used car stock to local buyers is becoming easier.
Dynamic Auto Ads is a great ad format developed with auto retailers at its heart which lets your customers see used car stock in their Facebook feed personalised for their local dealership. With Dynamic Ads, you can put your used car inventory in front of the right audience and give your customers the chance to enquire about specific cars on sale.
Facebook Dynamic Ads Pro Tips:
Make sure that the Facebook pixel is set up on your website correctly
Upload your product catalogue to your Facebook Business Manager
Use Dynamic ads to point people to vehicle detail pages or lead submission forms
Upgrade your pixel to build better audiences
Add a Lead Ad call to action on your Dynamic Auto Ads to allow customers to enquire about a particular vehicle. Instead of trying to drive vehicle page views, sometimes it pays to give people the option to enquire right away through a Facebook Lead Ad.
Retarget your website visitors with ads that show them the exact cars that they have viewed and send them finance offers.
You can find detailed instructions on how to set up Dynamic Ads to showcase your products here.
How to use Facebook Marketplace to sell used car inventory
Marketplace started as an easy platform for consumers to sell things online but quickly became a valuable tool for auto marketers. At the moment Facebook Marketplace is a hot topic in the auto dealer space with many dealers adding it to their Facebook marketing strategy. We think Facebook Marketplace is a great channel for auto retailers to explore and an inexpensive channel to generate used car leads. We wrote a detailed blog post on how to drive car sales with Facebook Marketplace for auto retailers.
Benefits of using Facebook Marketplace for Auto Retailers:
Increase your brand visibility
Reach in-market buyers
Allow buyers to browse your products and request information without having to leave Facebook
Respond to enquiries quickly with Facebook Messenger or a short instant form
Showcase vehicles and display useful information such as price, model and mileage
Offer easy and convenient search of your inventory - At the moment Facebook Marketplace allows buyers to filter results by Vehicle type, Price, Year, Make and Model, Body style, Mileage and Transmission making it quick and easy for potential buyers to find the right vehicle
In order to get started with Facebook Marketplace, you will need to use the services of a Facebook Marketplace partner to list your inventory. The happy news is that Driftrock is a now beta Facebook Marketplace partner.
Get in touch with us to list your car inventory on Marketplace today!
4. Retention and Advocacy Stages - Boost aftersales and loyalty
Your marketing strategy shouldn’t end when a deal is closed. In a recent study, Facebook found out that 87% of consumers want to engage with auto brands post-purchase. Whether it is maintenance reminders, technical information about their car or model updates and specification upgrades, your customers want to hear from you after they purchase a car. This gives you a great opportunity to reach them with relevant information and send them new offers.
Facebook and Instagram are great channels for driving aftersales revenue. Your most powerful weapon at the Retention stage of the buying journey and one of our favourite Facebook features is Custom Audiences. Custom Audiences allows you to reach your own customer list on Facebook & Instagram. For example, you might want to reach customers whose finance plans are ending soon and send them offers.
How to boost aftersales with Facebook Ads:
Upload your customer lists on Facebook via CSV or use real-time automatic sync like Driftrock
Segment your audience - segments you can use are customers with service due, customers whose finance plan is ending, owners of a particular brand and model
You can also use Custom Audiences to create Lookalike audiences of people similar to your existing customers. Lookalike as a targeting strategy tends to beat any other targeting option on Facebook and in 95% of cases, it is the best way to target people.
With a full funnel strategy, Facebook & Instagram ads can help you create demand, drive consideration and close deals thus driving real results for your business. Track and measure your campaigns as you go and use your learnings to optimise your strategy. Facebook’s new Attribution tool makes it easier than ever to stay focused on what really matters for your business - generating more sales. Facebook Attribution pulls together the conversion performance of your ads on Facebook’s family of apps, as well as across different platforms such as Google Ads, LinkedIn and Twitter. This allows you to monitor all of your conversions across multiple channels and get insight into what channels generate sales.
Read our blog on Facebook Attribution for more information on how to get started.
For some inspiration on pro tips for your next Facebook marketing campaign, download our free guide to the 6 Essential Facebook Ad Campaigns every automotive brand should try.
Want to get more articles like this one in your inbox?
Sign up for the Driftrock Automotive Marketing Newsletter.