Auto Dealers: Using Targeted Advertising When Marketing
Using Facebooks ad targeting makes selling cars as easy as selling lemonade on a hot summer day.
But you need to target the right customers for your ads to be successful. Here's how to get the most out of any Facebook ads.
Top 5 Strategies For Targeted Facebook Ads
Unless you are using a custom audience, the Facebook targeting is going to be the most important part of your ad.
1. TEST, TEST, AND TEST
No matter what, your biggest takeaway from this post should be the importance of testing. Don't limit your campaign to a single ad set unless you have an extremely small budget.
The best way to lower your cost per click (CPC) is to split your budget between at least two ad sets and see what one performs the best.
2. Use Multiple Factors To Narrow Your Audience
Facebook recommends you should use only one factor at a time when creating ads and we disagree.
There are multiple ways to narrow your audience and there isn't any good reason to stick to just one.
The more relevant your ads are, the higher your click-through rates will be, and the lower your cost per click will be.
By creating hyper-specific audience segmentations with the Saved Audience feature in Facebook you can define your audience by demographics, location, income, and even narrow it down as far as people who have been actively shopping for cars.
For example, while there are over 29,000,000 people looking for crossovers you can narrow your audience down to your state or even city and shrink that audience size down to 100,000 people in your buying range.
This type of targeting is how you can control who your Facebook Ads reach.
Instead of serving a generic ad to everyone who is interested in the broad subject of buying a car, I can create a custom ad that targets only those who are looking for crossovers.
This targeting strategy works best when you combine it with excluded attributes to narrow your audience even further.
3. Dont Forget To Narrow Audiences And Exclude Attributes
Forgetting to exclude customers is an easy way to waste money on Facebook campaigns.
There are plenty of reasons why you would want to exclude someone, so let's look at my previous example to illustrate it.
Now we can target everyone interested in a crossover with an ad, but what about those who already know me?
It would be a waste of money to be showing a brand-awareness ad to people who are already following my page.
That's why you need to exclude people who already follow you.
Instead of mass marketing to one large audience, you can target specific niches.
You see it in marketing everywhere.
Neil Patel used a great example: McDonalds specifically sells Big Macs to adults.
Meanwhile, it markets Happy Meals to children.
That being said, hyper-focusing ads on targeted segments is how mainstream viral hits are made.
Make sure you are speaking to your niche audience!
4. Remarket To Website Visitors or People Who Have Engaged With Ads
The more you can get your name in front of people, the more likely these people are to convert and buy.
You can do all of this will the Facebook pixel.
Pixels are tracking cookies used by Facebook and Google to track your website visitors.
Here's how it works...
When a visitor leaves your site, you lose your connection with them.
With the Pixel, Facebook then tracks that user on its platform to display ads.
Depending on what page they left your site from, different ads can be delivered.
For example, if you mostly were looking at sports cars, you'll get an ad related to sports cars. If you mostly look at minivans, you'll get an ad related to minivans.
And so on.
This is a great way to create custom audiences.
Another is to target by additional interests
5. Segmenting With Additional Interests
Retargeting is great, but it works best when its used with interest targeting.
Just because someone simply visits your website doesn't mean they are your ideal customer. You need to know more about them.
Less than 5% of people who visit your website will convert the first time.
Why waste time and money when you can specifically find the ones that convert?
You can also target competitors.
Let's say you want to break into the electric vehicle market.
Tesla and Nissan sell a bulk of the electric cars on the roads today.
Instead of just remarketing to your own visitors, you can target people who are interested in each of these major brands.
With the right campaign, this targeting can pull your brand into the ecosystem and raise awareness.
Facebook's brand awareness campaigns work nicely for this.
But you can slowly redirect customers over time using these additional targeting campaigns in addition to your retargeting.
Facebook advertising is cheaper than Google and allows you to focus much more on your targeting.
If it's not used correctly, you'll find yourself spending thousands of dollars for little result.
That's why you have to come up with multiple ways to segment your audience. Each Facebook Ad targets a specific group of people.
Segmenting audiences to target and retarget is one of the major keys in successfully running a Facebook Ad campaign.
Are your Facebook Ads converting?