The Good, The Bad, & The Ugly Sides of Boosted Posts

The top angle of a smartphone with the Facebook dashboard displayed on the screen

If you run a Facebook Business Page, you’ve probably felt tempted to click that “Boost Post” button right beside one of your posts at least once. Sometimes, you’re confident enough in your latest post that you’d want to expand your reach outside your current user base. What could this mean for your business? More users liking your posts, following your page, visits your website, product sales, new referrals, and so on.

Facebook sells it as a way to “reach thousands of people for only this minimal amount of dollars.” It makes Facebook posting look effortless, cheap, and cost-effective. I get why you’d use it and I don’t disagree—sometimes, a quality message just needs to reach more people. But if you’re paying for increased exposure, you would hope to have some control in choosing who to get in front of, right? I’m not here to say your content should go to waste or stay limited to a small organic audience; the question here is whether there are better moves than à la carte boosted posts.

Continue reading “The Good, The Bad, & The Ugly Sides of Boosted Posts”

Feeling ‘Worn’ Out By The Same Ad? Here’s How To Fight Against Redundant Remarketing

Young blonde woman wearing denim jacket over isolated background with hand on head for pain in head because stress. Suffering migraine. (Beautiful young blonde woman wearing denim jacket over isolated background with hand on head for pain in

If you ever saw an ad about a product or online shop you visited the previous day, you should raise your hand to yourself as you scroll through your phone reading this before going to bed (don’t let Alberta’s summer mosquito’s bite). Online Advertisers know this all too well, but for the uninitiated, this is what we call “remarketing”: a wonderful tool that let us show custom ads to users who’ve recently been to a website or viewed specific content. Remarketing reminds people by saying “Hey, that product you were looking for is still in stock—and look, there’s a sale for it now!” and it’s a practice that appeals to many of our clients (and rightfully so!).

Recent experiments here at Strathcom show this strategy works—and works well! Multiple Facebook accounts we operate with had great results when remarketing campaigns were layered into the mix of a holistic strategy, compared to solely targeting a broader audience with a one-size-fits-all approach.

Continue reading “Feeling ‘Worn’ Out By The Same Ad? Here’s How To Fight Against Redundant Remarketing”

The Q-4 Scaries

Human hand cutting the budget word

Scenario: it’s the home-stretch of 2018. The fourth fiscal quarter hits and you see consumer traffic dry up like a raisin. Well, maybe things aren’t so dire. But we all know that, as a business, you’ve got to acknowledge and adapt to the seasonal change in consumer focus. No, it’s not like people have completely stopped buying vehicles in the last three months of the year—your amped up Black Friday and fear-mongering “Get Ready for Winter” ads have seen to at least a few vehicles leaving the lot since November but, admittedly, it’s nothing like the crazy consumer action you might have seen in July. “Time to tighten up the purse-strings”, you say, “if sales are down, it must be because our advertising isn’t effective, and we’ve got to seriously scale back for the lean months.” Next thing you know, you’ve slashed your total advertising spend in half, thinking you’ve done yourself a fiscal favour for the time-being. Continue reading “The Q-4 Scaries”

Be More Dynamic, with Facebook Dynamic Inventory Advertising

A man chooses a car on a blue background.

Your dealership has a wonderful selection of vehicles in stock.

Your sales manager sets prices at competitive market values.

Your inventory manager writes thorough, accurate, helpful descriptions for each unit.

Your detailing staff do a meticulous job making every vehicle spotless.

Your photographer shoots and edits photos just right, so that your products appear dazzling.

Your social media advertising is parroting the same message as every other franchise, and it doesn’t show off the above, anything unique about your business, or what you alone have to offer.

Wait a second—let’s talk about that last one. Continue reading “Be More Dynamic, with Facebook Dynamic Inventory Advertising”

Facebook vs Google: The Battle for Digital Marketing Supremacy

hands holding a smartphone with graphic that says facebook vs google

You did all the right things, talked to all the right people, and finally decided to utilize digital marketing–now what? Let’s not talk about budget, but rather the important question of what route to take. Do you use Google Ads or Facebook marketing? Which platform is going to give you the best bang for your buck? Which platform is ideal for your marketing needs? Is Strathcom trying to just sell me their service with this blog? The answer to the last question is a resounding “No!”, but the other questions aren’t quite as simple. Continue reading “Facebook vs Google: The Battle for Digital Marketing Supremacy”

Marketing Personas & Their Impact on Your Advertising Plan

marketing personas meeting

Marketing personas are a way for your dealership to connect on a personal level with your potential consumers. These personas allow you to relate to a consumer’s personality to create a positive interaction with your brand and its vehicle models. Personas can take some research and in-depth questions to really understand both who your audience is, and what speaks to which target demographic. Through this blog, you can see if a marketing persona approach fits within your advertising plan.

Using personas creates a very targeted approach to engaging potential customers who are interested in your dealership. Since there are many different personalities in the world, you will have to find a common theme and group individuals together based on their similar responses to your questions, as well as their characteristics. Continue reading “Marketing Personas & Their Impact on Your Advertising Plan”

Are You Effectively Using Your CO-OP Budget?

As a dealership, you want to utilize all the support you can get from your manufacturer in terms of co-op incentives for advertising. Traditionally, dealerships get co-op for what they spend on print, television and radio advertisements. What you may not know is that this can apply to all or a portion of your digital advertising as well. This co-op advertising partnership helps alleviate some or all the cost of advertising online with your local dealership(s).

Online advertising can be broken down into Google paid-search advertising, display advertising, remarketing, Facebook advertising and a few other platforms. Engaging in your co-op partnership for online advertising allows you to reduce the cost of advertising with more control and have all your advertisements tracked to produce the most ideal leads for your dealership. With online advertising you will be able to curate your ads to be tailored to an audience that is searching for that message. Your advertisements will be highly targeted to display in front of customers that are already engaged in looking for your products or used to re-engage visitors that have viewed your website previously.

Effectively Using Your CO-OP Budget?

Below is a breakdown of various OEMs’ co-op incentives and how Strathcom Media can help you with effectively using your co-op budget.

FCA: FIAT CHRYSLER AUTOMOBILES

Eligible Networks

  • Google Adwords, You Tube, Facebook/Instagram

Reporting Requirements

  • Dealership must be a part of the FCA program

Eligible Business Models

  • Branded, New Vehicles, Location, General, Finance
  • For Finance Models there are some strict rules that FCA requires the dealership to follow

Strict Primary Market Area / Area of Responsibility?

  • No strict postal codes or areas to target

Tactical Required?

  • No tactical required for FCA dealerships

Co-op Amount Allocated

  • 33%, 40% or 50% depending on what tier your dealership is in the program

MERCEDES-BENZ

Eligible Networks

  • Google Adwords, Facebook/Instagram

Reporting Requirements

  • Must be enrolled in the MBCA program

Eligible Business Models

  • Passenger Vehicles, Certified Pre-owned, Vans, Smart

Strict Primary Market Area / Area of Responsibility?

  • Yes, there are strict postal codes and areas to target

Tactical Required?

  • In display advertising only for Mercedes-Benz

Co-op Amount Allocated

  • Varies, please reach out to your OEM Rep for co-op amounts

NISSAN

Eligible Networks

  • Google Adwords, Twitter, Youtube, Facebook/Instagram, Bing

Reporting Requirements

  • Strathcom Media Invoice, Live Ad Example, Confirmation of Publication

Eligible Business Models

  • Branded, Fixed Ops, Certified Pre-Owned, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

  • Yes, there are strict market areas for each dealership

Tactical Required?

  • No tactical required for Nissan

Co-op Amount Allocated

  • 50% co-op allocated

INFINITI

Eligible Networks

  • Google Adwords, Facebook/Instagram

Reporting Requirements

  • Confirmation of Publication, Strathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

  • Branded, New Sales, Certified Pre-Owned, Fixed Ops

Strict Primary Market Area / Area of Responsibility?

  • Yes, there is strict primary market area with Infiniti

Tactical Required?

  • No tactical required for Infiniti

Co-op Amount Allocated

  • 50%

KIA

Eligible Networks

  • Google Adwords, Twitter, Facebook/Instagram, Bing

Reporting Requirements

  • Confirmation of Publication, Display advertisements must have Kia Canada logo

Eligible Business Models

  • Branded, New Sales (New, General, Location), Certified Pre-Owned (Maximum 25% of Spend), Conquesting (Must be Kia specific landing page)

Strict Primary Market Area / Area of Responsibility?

  • Yes, Kia has a strict primary market area

Tactical Required?

  • Strongly suggested that tactical be used by Kia

Co-op Amount Allocated

  • Varies, please contact your OEM representative for details

HONDA / ACURA

Eligible Networks

  • Google Adwords only

Reporting Requirements

  • Confirmation of Publication, Strathcom Media Invoice

Eligible Business Models

  • Branded, Location, Fixed Ops, (New, General Honda/Acura), Used Honda/Acura

Strict Primary Market Area / Area of Responsibility?

  • No strict areas or postal codes to target

Tactical Required?

  • Tactical required in Display ads only for Honda/Acura

Co-op Amount Allocated

  • Varies, please speak with your OEM rep for co-op details

FORD / LINCOLN

Eligible Networks

  • Google Adwords, Facebook/Instagram

Reporting Requirements

  • Google Requirements: 1. Internet Affidavit 2. Keyword Report – showing run dates and the cost per keyword Placement Report 4. Strathcom Media Invoice with Display and Banner charges (if running display advertising) on one line, Paid-Search charges on a second, and our management fee on a third line 5. Live Ad Example
  • Facebook Requirements: 1. An invoice that includes the run dates and total cost of the Ford ad(s) and itemizes the agency fee OR a Facebook Billing Report along with a Billing Statement A Facebook Campaign Report showing legible ad creative(s) and clarifying the run dates and cost of each ad. If your Campaign Report does not include a legible image of the ad(s) a screenshot of the ad(s) live on Facebook must be provided

Eligible Business Models

  • Branded, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

  • Yes, Ford has a strict primary market area

Tactical Required?

  • Tactical messaging is required by Ford

Co-op Amount Allocated

  • Varies, you can reach out to your OEM for accurate details on co-op amounts

JAGUAR / LAND ROVER

Eligible Networks

  • Google Adwords, Facebook/ Instagram

Reporting Requirements

  • Confirmation of Publication, Strathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

  • Branded, New Sales

Strict Primary Market Area / Area of Responsibility?

  • No strict postal code or area targeting

Tactical Required?

  • No tactical required for Jaguar/Land Rover

Co-op Amount Allocated

  • Varies, please talk with your OEM representative for further co-op details

TOYOTA

Eligible Networks

  • Google Adwords, Facebook/ Instagram, You Tube, Twitter, Bing

Reporting Requirements

  • Keyword Report, Live Ad Example, Strathcom Media Invoice

Eligible Business Models

  • Branded, New Sales (New, General, Location), Fixed Ops

Strict Primary Market Area / Area of Responsibility?

  • Yes, there is a strict primary market area to target in

Tactical Required?

  • Tactical messaging is needed for Toyota

Co-op Amount Allocated

  • 50%

HYUNDAI

Eligible Networks

  • Google Adwords, Facebook/ Instagram, You Tube

Reporting Requirements

  • Strathcom Media Invoice, Confirmation of Publication, Screenshot of display/Facebook ads

Eligible Business Models

  • Branded, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

  • Yes, there is a strict area of responsibility to target

Tactical Required?

  • Tactical messaging is strongly suggested for Hyundai

Co-op Amount Allocated

  • 50%

LEXUS

Eligible Networks

  • Google Adwords, Facebook/ Instagram, You Tube, Twitter, Bing

Reporting Requirements

  • Strathcom Media Invoice, Live Ad Example, Keyword Report

Eligible Business Models

  • Branded, New Sales (New, General, Location), Fixed Ops

Strict Primary Market Area / Area of Responsibility?

  • No, there are no strict postal codes or areas to target

Tactical Required?

  • Tactical messaging required for sales only with Lexus

Co-op Amount Allocated

  • 1:1

GM

Eligible Networks

  • Google Adwords, Facebook/ Instagram, Twitter, You Tube

Reporting Requirements

  • Confirmation of Publication

Eligible Business Models

  • Branded, Fixed Ops, Certified Pre-Owned, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

  • Yes, GM has a strict area to target

Tactical Required?

  • Tactical messaging is strongly suggested by GM

Co-op Amount Allocated

  • 50%

MAZDA

Eligible Networks

  • Google Adwords, Facebook/ Instagram, You Tube and You Tube Production Costs, Twitter, Bing

Reporting Requirements

  • Stratcom Media Invoice, Live Ad Examples, Keyword Report

Eligible Business Models

  • Branded, New Sales (New, General, Location), Certified Pre-Owned

Strict Primary Market Area / Area of Responsibility?

  • Yes, there are strict postal codes and areas to target

Tactical Required?

  • Tactical messaging is required by Mazda

Co-op Amount Allocated

  • 50%

PORSCHE

Eligible Networks

  • Google Adwords, Facebook/ Instagram

Reporting Requirements

  • Confirmation of Publication, Stathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

  • Branded, New Sales, Certified Pre-Owned, Fixed Ops

Strict Primary Market Area / Area of Responsibility?

  • Yes, Porsche has a strict primary market area to target

Tactical Required?

  • No tactical messaging is required by Porsche

Co-op Amount Allocated

  • Varies, please inquire with your OEM representative for co-op amounts

VOLVO

Eligible Networks

  • Google Adwords, Facebook/ Instagram

Reporting Requirements

  • Confirmation of Publication, Strathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

  • Branded, New Sales

Strict Primary Market Area / Area of Responsibility?

  • No, Volvo does not have a strict area to target

Tactical Required?

  • No tactical is required by Volvo

Co-op Amount Allocated

  • Varies, please speak with your OEM rep for amounts allocated for co-op

Strathcom Media looks forward to helping you with effectively using your co-op budget to start reducing your cost of online advertising. It is time to utilize your co-op partnership properly and leave less money on the table! Contact us to make Strathcom Media your valued ally in advertising online and start generating warm leads with your OEM’s money instead!

Getting the Most From Facebook Lead Ads: Facebook Announces Lead Ad Improvements For Auto!

Do you remember your first version of Facebook? It might have looked a bit like this:

In the last few years, Facebook has evolved tremendously. Gone are the days where “pokes” were considered an acceptable means of initiating a conversation. Facebook has become a resource for people to connect and consume media. It has also become a predominate marketing platform. As such, its advertising platform has also evolved. One of the major developments in Facebook advertising was the introduction of Lead Ads.

Let’s Refresh – What are Lead Ads?

Continue reading “Getting the Most From Facebook Lead Ads: Facebook Announces Lead Ad Improvements For Auto!”

Use Messenger Ads to Reach Your Target Market

People already spend time on Messenger interacting with the businesses and brands they love, and now with Facebook’s Messenger ads, they will have an opportunity to discover experiences directly on their home tab.

Man typing in Facebook Messenger

These ads will include: Continue reading “Use Messenger Ads to Reach Your Target Market”

New Medium, New Rules

In a recent Facebook blog, Mark Rabkin, the VP of Core Ads at Facebookdiscussed everyone’s favourite media platform: smartphones. He mentions in the article that just as televisions were not just a modern version of the radio, smartphones are not just tiny televisions. TV was revolutionary because it gave every household a screen, smartphones give every person a screen, on their person, at all times.

This constant access to content means that advertisers have to create attention-grabbing, thumb-stopping content in order to capture and hold the small amount of attention consumers have. In fact, Facebook studied the Facebook activity of 537 participants as they watched the season premiere of a popular TV show. They found that during every commercial break, their Facebook activity rose.

Participant's activity on Facebook rose during comercial break
Rabkin, M. (2017, June, 8). New Medium, New Rules: Video Advertising in the Mobile Age

When it comes to advertising, Facebook clearly knows what they’re doing. Here are the best practices of some of Facebook’s top advertisers: Nestle, AirBnb, and Ubisoft. Continue reading “New Medium, New Rules”

Check Out Our Case Study on Facebook’s Website!

We have been talking about Facebook a lot lately, but that’s only because we understand its potential and we know to succeed on it. If you still don’t believe us, check out this case study Facebook published on their own site about yours truly.

With Facebook advertising, we were able to get this dealership group 68% more vehicle sales than the next best advertising medium in just 60 days. If you want to give Facebook advertising a shot, you can try it with us for 3 months and get $500 in bonus ad spend. Schedule your complimentary consultation today!

Facebook is more than Likes and Shares.

 

Boosted Posts are Bullshit.

There is no mincing words here: boosted posts are bullshit.

It’s definitely an enticing idea, sure – you get that notification that gives you a little digital pat on the back that the Facebook post you made earlier is performing better than 75% of the posts on that Page, and you can boost it for $X and reach up to blank-thousand more people.

And that’s when you mark the notification as read, and step away from the computer. Don’t click on it, don’t pick a number of days to boost it for, and don’t plug your credit card in.

We can give you any number of answers as to why it’s a bad idea, but here’s the only one that matters: Continue reading “Boosted Posts are Bullshit.”

Advertising in the Age of Ad-DHD

People are busy. With work, family, social media, and a plethora of other distractions it is getting more and more difficult for advertisers to get people to notice their ads; let alone retain people’s attention long enough for their ad to actually be recalled. Think of it as a kind of ADHD… Ad-DHD.

As people's attention spans decrease, their ability to recall ads does too.

 

According to Google, users who watch ads for more than three seconds are more likely to recall, recognize and consider your brand. This may not sound like a long time, but to keep someone’s attention for more than 3 seconds is a lot more difficult in this day and age.

In a recent Google Livestream, Google talked about the new currency: time. Google also discussed how the Old Mantra was ‘get the customer to the dealership‘ and the new mantra is ‘bring the dealership to the customer‘. So, how can do you bring the dealership to the customer? Continue reading “Advertising in the Age of Ad-DHD”

Recommended for You

If you have ever shopped on sites like Amazon, eBay, or Expedia, you are likely familiar with the concept of recommendation marketing. However, you may not know just how effective this type of marketing is. In fact, Amazon’s recommendation engine generates 35% of their revenue and according to an article on Fortune.com:

“Judging by Amazon’s success, the recommendation system works. The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time last year. A lot of that growth arguably has to do with the way Amazon has integrated recommendations into nearly every part of the purchasing process…”

Cropped photo of man using credit card to make payments Recommendation marketing is essentially upselling 2.0. Companies like Amazon, Expedia and Netflix track what you view and use an algorithm to determine which additional items you are likely to purchase/watch. A humorous example of this is the drug dealer example; when someone looks at a scale on Amazon, Amazon recommends a vaccuum-sealed storage container, rolling papers, and a spice grinder because these are items that are frequently purchased together.

How can auto dealers incorporate recommendation marketing?

One way is Dynamic Remarketing. This type of remarketing shows potential buyers ads based on the inventory they viewed on your site. For example, if someone viewed a Ford Explorer, you could show them ads for some other Ford Explorers in your inventory or other models that people tend to also look at; like the Edge, for example.

Another way is Website Personalization and Geo-Fencing. With these tools you can set rules that change the images, messaging and CTA’s on your site based on where the user is located and/or which pieces of inventory they viewed. If the user is a student at the local university, you can recommend vehicles under $10,000, for example.

young people view car ad

A third way is with lookalike audiences on Facebook. Lookalike audiences are when your CRM list is uploaded to Facebook and Facebook advertises to those that share similar characteristics to your current customers. Similar to how Netflix recommends shows to you based on what your Facebook friends watch.

If you want to get started on recommendation marketing or would like to learn more about any of these tools, drop us a line or subscribe to our newsletter!

Every Country is the Best at Something…

When one thinks of Canada, what is one normally reminded of? Hockey? Maple syrup? Saying ‘sorry’ too much? According to a recent study, Canada is known for personal freedom. But if you look at the study, you will see that before personal freedom was listed, Canada was known as  the country that is on Facebook the most! At first I found this result to be surprising, but it turns out that Canadians are online and on Facebook more than any other country.

what every country is known for

So why is Facebook still not being utilized in the automotive industry? Why are millions of dollars still being spent on print ads when Facebook, Canada’s personalized newspaper, is where everyone is looking?

If you are not advertising on Facebook, now is a great time to try it out. If you start a campaign with Strathcom today, you will receive $500 in bonus Facebook ad spend.

To find out more, give us a call or sign up for our newsletter!

Google and Facebook Ban Advertising from ‘Fake News’ Sites

Hot off the trails of the 2016 U.S. Presidential election, internet conglomerates like Twitter, Google and Facebook have decided to prevent websites that publish falsified content from utilizing their respective advertising networks. The decision came after the companies were criticized for allowing fake news and false advertising to spread throughout the internet without any credible fact checking.Twitter, Facebook and Google after the U.S. election

Facebook is used by over 1 billion users worldwide and has been considered a primary news source for many adults. This new policy only applies to advertising and does not affect content shared between users’ newsfeeds.

In the past, Google has implemented policies against false advertising and the spread of inaccurate media; for example, when Google restricted the advertising of counterfeit products and weight-loss pills.

The goal of Strathcom’s advertising efforts is to provide customers with a relevant and quality experience. We always strive to maintain optimal Google and Facebook advertising accounts.

How Your Dealership Can Take Advantage of Facebook’s Messenger v1.3 Platform with Click-to-Message Ads

It’s time to start considering Facebook Messenger as a powerful tool in your advertising arsenal. The recent update to Facebook Messenger adds a lot more functionality to the platform and allows advertisers to start 1-to-1 conversations with your target audience straight from their news feed.new Facebook ad platform

Live conversations with News Feed Message Ads

Messenger ads allow you to use Facebook’s powerful targeting features and connect directly with prospects, your competition’s followers, or previous customers. Once a chat is started you can connect directly with users and have an in-depth 1-1 conversation. Or if you want to get more complex, you can run a “chatbot” to walk the user through a series of steps and provide useful information. Companies like Burger King are even using Facebook Messenger to take orders!

Follow up automatically on previous conversations

Forget your email list, sponsored messages now allow you to follow up with your target audience and remind them about sales, events, and relevant information. This allows you to keep the 1-1 conversation going with anyone who has engaged with you on messenger previously. The best part is that sponsored messages show up exactly like a traditional Facebook Message in the same chat window.

Share chats and get referrals

Users can even choose to share chats with friends, allowing your ad to go further and reach more people. For example, opting into your coupon for a “20% off oil change” or “$500 trade-in credit” and sharing the chat with their friend. Or you could follow up with someone who recently purchased or serviced at your store and ask them for a referral, the user shares the chat and their friends can connect with you.

 

Perfect for your dealership

These new features couldn’t be a more relevant solution to your dealership. Starting live conversations straight from an ad and being able to follow up much like an email list is exactly what dealers need to engage with car buyers on Facebook. You could promote a highly targeted sale with a coupon ad, deliver the coupon through chat and engage users through a live conversation and even set an appointment with the user. The user can share the same chat, invite another friend to your promotion and you can automatically follow up later with them through a message at a later date.

If you want to be one of the first to try out the new platform and find out how you can receive $500 in bonus Facebook ad spend, give us a shout today!

Automotive Marketing: 4 Strategies to Drive Leads on Mobile

The shift to mobile is happening and there is no doubt that consumers are making most of their purchasing decisions based on searches from their mobile device. According to a U.S. study, 4 out of 5 car shoppers use their phones in the purchasing process, and 63% of shoppers are still shopping on mobile while at a dealership. With 86% of consumer research being done online, how does your dealership stand out in a mobile-driven world? Here are some mobile-driven strategies to help your dealership win mobile moments.mobile

1.    Calls are the Most Important Conversions

Before shoppers visit a dealership in-person, they’re likely going to make a phone call instead of using email, chat, text, or social media. 60% of car shoppers would use a “call” button if it were available in a search ad. Call extensions should be a standard feature to your mobile ads, but making sure your call extensions are running during your operating hours, and are tracking Call Forwarding numbers will drive your dealership phone leads.

Optimizing your mobile site to allow phone calls can also increase your dealership’s mobile performance. If you are only tracking form completions from your mobile site, you could be missing half of your website conversions.

2.    Target Automotive Keyword Trends with Mobile Ads

Thanks to search term reports, marketers have easy access to the search terms that are rising in the mobile landscape. Since 2015, there have been two keyword trends that are increasing in popularity in mobile auctions:

  1. Price Searches: more shoppers are searching for the prices of their vehicle of interest on mobile. By targeting “MSRP” and price keywords, you can help shoppers make quick decisions regarding the vehicle they’d like to purchase.
  2. Near Me Searches: 80% of searches for “car dealership near me” were made on mobile. By enabling location extensions, you can appear on the top results for shoppers looking for the nearest location to them.

3.    Target On-the-Lot Shoppers

Shoppers carry their mobile phones everywhere they go. Even once a shopper arrives at the lot, they are still comparing price and inventory with other local dealerships. Here are the strategies you should use to target on-the-lot shoppers:

  • Run geotargeted ads for your dealership, and your competitors
  • Use ad copy emphasizing savings and inventory
  • Include call extensions so customers can quickly connect with your team

4.    The Power of Facebook

Canadians spend one out of every four minutes of their time spent on mobile surfing Facebook and Instagram. Facebook is effective in the consideration phase of the customer journey since targeting includes options such as vehicles of interest, current vehicle, life events, and many more. Utilize Facebook ad formats and targeting to reach your customers where they are the most.

Mobile marketing can provide your dealership with plenty of strategies to drive sales offline. Don’t let your dealership fall behind on the shift and contact the experts at Strathcom Media at 1 (888) 914-1444.

Facebook Is A Must-Have Advertising Platform

In March 2016, Google came out with a case study that highlights how the modern car buying process predominantly involves digital interactions, 71% of which occurred on mobile devices. In November 2015 they stated that 1 in 4 car buyers turned to mobile every day to do research on vehicles prior to purchasing. Google’s 5 big moments should be something all digital marketers think about, which is why I think Facebook is an advertising platform that will strengthen any marketing efforts if executed properly.

Facebook advertising can help you generate more credible leads.Facebook has over 1.65 billion monthly Facebook users1 and that number grows each year. On average, users spend approximately 20 minutes on each Facebook session2. In Canada, about 21 million people are on Facebook and about 16 million of those users are on Facebook every day. Just the sheer amount of daily users should be enough to consider advertising on Facebook, and we haven’t even gone into the features and tools that help you get more leads and engage potential and past customers. Not to mention, you’ve probably heard more than once that everyone is always on their phone. Well, 1 out of every 4 minutes spent on mobile is spent on Facebook and/or Instagram.

Connect with potential customers via Facebook and InstagramIf you want to compete and get ahead of your competitors you should be where people spend their time – Facebook. Not only will people be familiar with your brand, but the people who are truly interested in purchasing will interact with you on Facebook. How, you ask?

  • Your ads can generate website or page traffic which can result in a lead.
  • Competing to engage with people interested in makes or models outside of your own.
  • Facebook allows users to fill out a form directly on the app or website.

The third point should stand out the most. Facebook has lead ads that allow users to fill out a form quickly through Facebook. You don’t even need to worry about a form being too long. Facebook pre-populates their info reducing the time it takes a user to fill out a form. Which means you get all the information you need to get more qualified leads.

Want the best strategies and optimizations for Facebook and Google? Contact one of our Strathcom Online Marketers to learn more.

Statista
Fast Company

Credible Alternatives to Google Adwords Advertising

Digital Advertising is becoming the new norm – this marketing channel has rapidly developed into a preferred advertising channel and shows no signs of slowing down. Companies love digital marketing because of its ability to be targeted, engaging and easily measurable. You know your outreach is going to people who want your information, you have the ability to reach your audience when they are on-the-go, and the metrics of digital advertising are built right in so you can see how the channel is adding value. Google is definitely the leader of the online advertising realm with millions of Canadians using Google every day to search the web.

 

Continue reading “Credible Alternatives to Google Adwords Advertising”