Additionally, using
Behavioral Targeting / Marketing techniques is smart. Behavioral targeting comprises a range of technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information. In particular, "behavioral targeting uses information collected from an individual’s web-browsing behavior (e.g., the pages that they have visited or searched) to select advertisements to display".
If you've CRM dB's on your customers, you can import / use
remarketing lists those into Google AdWords and
target / retarget them through various campaigns. There is MUCH to this process and if you grow, it's probably smarter to go with an agency to manage these processes. I work in this specific field.
BTW, the same can be done with Facebook. Previously, Facebook advertising had been too generic / broad, which probably suited Zuckerberg just fine in that they were still making a lot money, but at the same time wasting the efforts of their advertising customers. Lack of being able to drill down to a current customer and universe attack level.
It was a matter of time before they integrated a better advertising mechanism into their system. Basically,
Power Editor is 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.
An automotive rooftop with E-mail 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.