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!

How Should I Target My Location?

If this question has never crossed your mind, it’s a good thing I’m asking it.

There are many ways to target one city or location, but some methods are going to be much more effective than others. It also depends on the size of your budget. Obviously the larger your budget, the more you can target in regards to location.

Geotargeting helps grow your business

So let’s consider your budget. Ask, “What locations can I effectively target with my budget?” Asking the right questions will move you one step closer to targeting more effectively. On top of that, if you are planning on expanding your location targeting, can you still afford to target that many locations with your current set of keywords? The last thing you want is for campaigns that are providing a strong ROI to be in the hot seat when you open up the location targeting because they become limited by budget.

Once you have the available locations you’re able to target with your budget with the current set of keywords (or the select few you’ve chosen), you can ask “Is this a radius target or specific target?” In my opinion, you should always be targeting specific locations if Google allows you to. Heck, if you can target individual postal codes within a location, do that! Only use a radius targeting zone if you can’t target specific individual towns or communities.

Choosing the right geotargets is critical

But why?

The reason is, if you know exactly what kind of performance data comes from each individual zone, you can make smart bidding decisions. Pay less for less qualified traffic. Pay more for more qualified traffic. Or you can simply make the decision to no longer actively target that location.

There is definitely some leg work to figure out this kind of information to make more informed decisions. If you need some help, or want even more advanced strategies contact one of our Online Marketing Managers for more helpful insights or advice.

Make All of Your Display Ads Actually Matter to Car Buyers

Today we share a guest post from Ian Cruickshank of Speed Shift Media.

Compared to more adaptive forms of paid search, display ads are beginning to get the same bad rap as billboards or the Yellow Pages. When the content is overly general, who actually is interested enough to submit a lead?  Continue reading “Make All of Your Display Ads Actually Matter to Car Buyers”