When does the week end?
Well, as promised...I am sharing the results.
I will start by bringing everyone that cares about this up to speed. Gregg was ready to go on this the day after he offered up this Facebook Challenge. The problem was that I was not ready to go...which Gregg quickly figured out. My store has had a Facebook page for 5 years. I personally had never had a Facebook page. I know, you guys found me. The only person left in the entire country that didn't have their own Facebook account. Long story short, I got set up with Facebook, and played with it for a few weeks so that when we did the Targeted ads I would understand exactly what we were doing.
So, last night at about 6:30 we kicked it off.
Between 6:30 pm and 10:00 pm, we ran two ads. One was an ad that was directed at financing, and the other was directed at selling my oldest vehicle in inventory (which Gregg asked to target). The ad reached 19,564 people, generated 263 clicks, and 13 leads. So far, we have received 3 Credit Applications.
Some of the leads gave us email only, and some gave us email and telephone numbers. Other than the 3 Credit Applications, we have had contact with 4 others and have not received any type of response from the remaining 6 yet. With this ad running late at night, I expect that we will likely receive responses from some of those 6 later today.
These posts were targeted to Mobile, Used buyers in market, $20,000-$40,000 income, 50 mile radius, and some Polk data for age of vehicles in household, age 20-65.
I did CPC pretty heavy (for a store my size) about a year ago. It did in fact drive traffic to my website. The problem is that my leads and sales did not change. In theory, more VDP views should have led to more leads and consequently more sales. My problem is that neither happened. I know that there are a lot of people in this forum that can give me all of the reasons why it didn't work for me ranging from targeting being all off to my website sucks. I am good with all of that because I know that some stores do well with CPC. I have this conversation frequently with my Cars.com rep. An "impression" doesn't mean shit to me. When the day comes that my vendors will allow me to pay them with "impressions", my tune will change. Until that time, what matters to me is sales. In case anybody cares, the company that did my CPC was Showroom Logic. I will and have never said anything bad about Showroom Logic. My account manager was fantastic, and they gave it all they had. It just didn't work for me.
Now, this Facebook thing is a little different. I know that the ink isn't even dry on this Campaign, and I have not sold a vehicle YET. However, I have a tangible result, verifiable leads, and legitimate opportunities. If I don't sell a car to someone that is trying to buy a car, that is on me.
My biggest problem with how I felt about Facebook revolved around a total and absolute lack of understanding. At the risk of making myself look like an idiot, I had no idea. I don't mind being wrong, and I don't mind looking foolish. To me, it is all part of the learning process. I got an education and will absolutely continue with what I have learned so far.
On another note, Gregg is a very humble guy that went way above and beyond what I would have ever expected. Gregg isn't an employee of a dealership. He is a principal in a highline dealer group that has stores all over NY, NJ, and FL. He isn't a software developer, he is a Dealer. I believe that what Gregg did with me speaks to the power of a forum like this. It is people helping other people learn and be better at what they do. In a forum like this, I have little to offer. I certainly take more than I am capable of giving. I appreciate it.
I will continue to update as we start selling these 13 people their next car.