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Anyone use Facebook ads and have had success?

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#31
reverson said:
Facebook offers some of the best offline attribution reporting. Did you upload your CRM/DMS data after the campaign ended to see how many people bought a car after seeing your ads? Obviously a simple ad impression can't take the full credit but it may have partially influenced their purchasing decision.

To learn more, here's a good video about Facebook's offline conversion measurement capabilities.
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Tyson Madliger said:
Starting with a good list to import into Facebook is a good start. Testing different wording and graphics for ads is also a key component. Ryan is correct that Facebook has some strong attribution reporting. Most customers are not going to say they came to your dealership because of Facebook, but it may have been the source that drove them to your website.
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Facebook's attribution model is Last Touch (Click) Attribution (LTA) only and that doesn't get you very far. It's ALL about Multi-Touch Attribution (MTA). A/B, multivariate and split testing techniques will definitely help improve the probabilty of automotive ad conversions, but that takes a lot of patience and work.

That said, FB does hold a lot of bang for your buck in terms of reach (personally, I've seen very few bad experiences for dealers), but the impressions and clicks mean very little. The KPIs we should be looking at are acquisitions (goals) and sales (cost per for each). Web traffic attribution and sales attribution.

About Facebook's attribution system

Important information about Facebook attribution:
  • By default, Facebook uses a last-touch attribution model, which means we will attribute full credit for a conversion to the last Facebook ad the person clicked or interacted with. If the person did not click on an ad, full credit is attributed to the last Facebook ad viewed. If they clicked the ad, it will get attributed to the ad clicked. If they didn't click, it's attributed to the most recent Facebook ad they saw.
That is super sloppy, IMO.

https://segment.com/academy/collecting-data/an-introduction-to-multi-touch-attribution/
First and last touch attribution, while flawed, are simple to understand. But the devil is in the details, especially when your customer journey spans more than one device or campaign. That’s where multi-touch attribution comes in to play.

Multi-touch attribution is the act of determining the value of each customer touch point leading to a conversion. This helps you figure out which marketing channel(s) or campaign(s) should be credited with the conversion, with the ultimate intention of allocating future spend to acquire new customers.

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Within Google Analytics (Web Traffic Attribution)
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If spend were applied, you'd be able to calculate the difference in Cost Per Acquisition (CPA) between models and channels like Facebook (using custom automotive channel programming with GA). A lot of channels weigh too much credit or not enough to their own wares. MTA discovers this.

Hold 3PA's and agencies accountable for their actions on web traffic.
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#34
My team and I publish Facebook advertisements for car dealers all day, every day. The availability of hyper-targeting individuals located geographically near the dealership is incredible. We can deliver a Camry ad to ONLY people who have been identified through their behavior online as being likely to buy a new Camry. We deliver a custom graphic and compelling sales message and when someone clicks the ad they land on a custom landing page which reaffirms that their vehicle of interest is a smart choice and the dealership is the BEST place to buy it.
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Would have been cool to see an example of one of these.
 
#35
Christine Plunkett said:
My team and I publish Facebook advertisments for car dealers all day, every day. The availability of hyper-targeting individuals located geographically near the dealership is incredible. We can deliver a Camry ad to ONLY people who have been identified through their behavior online as being likely to buy a new Camry. We deliver a custom graphic and compelling sales message and when someone clicks the ad they land on a custom landing page which reaffirms that their vehicle of interest is a smart choice and the dealership is the BEST place to buy it. If you'd like any more information on how we do Facebook ads you can reach out to me directly at [email protected] or check out our website: https://dealerauthority.com/social/
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Facebook Adds More Accuracy to its Power Editor when Creating a Facebook Ad
Posted by Erin Ryan on March 6, 2013 at 8:30am
http://www.automotivedigitalmarketi...-accuracy-to-its-power-editor-when-creating-a

Comment by Alexander Lau on March 8, 2013 at 10:20am

http://www.automotivedigitalmarketing.com/profiles/blogs/facebook-a...

http://www.automotivedigitalmarketing.com/profiles/blogs/auto-news-...

Previously, it was way too freakin' generic, which probably suited Facebook just fine in that they were making more money, but at the same time wasting the efforts of their advertising customers.

It was a matter of time before they integrated this into their system. Basically, it's a matching tool, which they have always had (a weak predecessor), but previously was not built on a CRM integration level (importation of CRM dB's for use in customer matching). Having to match up customers or potential customer manually was a painstaking experience. I'll be interested in seeing how dealerships cope with this new requirement and what CRM's actively support them.

Custom audience targeted ads will be much more relevant than ads just targeted to a business fan’s or some biographical demographic. They can reach people who a business is sure purchased its products before, or that haven’t thanks to exclusionary targeting. Yes, businesses could just email these existing customers for free. However, Facebook can help them hone in on certain demographic segments of their customers by overlaying additional targeting parameters, and reach them vividly through the news feed instead of their dry inbox.

A car company with email addresses of its customers could target “buy a new SUV” ads to people who bought an SUV 5+ years ago, while targeting “Find nearby charging stations” to those who recently bought an electric vehicle.

IMO, it's a ploy by Facebook to sell more ads through customization techniques, which is smarter than what they were doing. It should have better results for dealerships, especially since most of them have a CRM of some type that exports out CSV and/or XML for importation into the Facebook Power Editor.
 
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#36
I'm a fan of what Webkite is doing with Facebook.

https://webkite.com/works
WebKite's software indexes the inventory or services your company provides and creates effective and efficient advertising opportunities for consumers who know exactly what they want. We strive to provide a direct path between product and customer, funneling your inventory to the customers who want it most!

Not that much different from others, but their protocol is nice!


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