Four Ways to Recharge Your Facebook Ad Campaign
With almost 240 million active users in the US alone, Facebook is a powerful marketing platform with outstanding reach. Facebook ads let you find customers where they are, and its ability to target ads to ideal audiences is exceptional. Plus you can retarget ads to customers who have viewed your Marketplace VPDs, then thoroughly analyze your results.
But what if you begin to see diminishing returns with your Facebook ads?
Maybe you’re not getting the leads you thought you would and fear that the ads aren’t working.
Or maybe the same people are seeing your ads multiple times. Look at your analytics– your ad frequency should show that a customer was shown your ad about 1-2 times per week. If that number is higher? It may be time to diversify your ad campaigns on Facebook.
There are a few things you can do when your Facebook campaign has gone stale.
Revisit Your Goals
Start with the end in mind, they say. Take a step back and ask what you’re actually trying to accomplish with your Facebook ads. Envisioning your desired outcomes gives you a measure of success.
And think big. Most dealers’ primary focus with Facebook advertising is lead generation.
That makes sense, but it can become hard to generate leads if that’s your only focus. That’s because you’re neglecting the top of the funnel, where you need branding ads.
Consider a Branding Campaign
An inventory campaign is good for lead generation but it’s only part of the equation. Different ads are necessary for different steps of the buyer’s journey.
The auto purchase journey takes a customer 90-120 days. Your job is to move people into your funnel 120 days out by telling them who you are.
When they’re ready to purchase, your inventory campaign can do its job. These ads drive potential customers to your website, where you can retarget.
Effective marketers allocate some budget to branding. And it doesn’t stop there – loyalty campaigns are also important to generate repeat business with former customers. Other ads should also highlight special promotions and events. Diversification is the name of the game.
Brush Up Your Creative
Ideally, even in a lead gen campaign, your creative should be refreshed quarterly.
Supercharge your ads by including:
- Strong image: Choose a real high-resolution photo or video (avoid stock images) with high-contrast text or pricing embedded in the image.
- Tight text: Or no text on the actual photo! A picture’s worth a thousand words. Make sure the focus of your ad is an image or video.
- Right price: Advertising the sticker cost? Change it to the monthly price.
- Call to action: Add a call to action button linking to your VDP or dealer website.
(Psst, you can call the AutoSweet experts and let them do this part for you).
Reevaluate your Targeting
If you’re not seeing the results you expect from your Facebook ad campaign, take another look at your targeting and find the sweet spot:
- Revisit your audience. Have you chosen the right age, gender, and interests? Have you geographically targeted people in the right DMA?
- Cast a wider net. It’s possible you targeted too much. Facebook recommends an audience of 2-10 million to reach the customers you’re looking for.
With some strategic planning and professional creative, you can soup up your tired Facebook ad campaign.
Review Your Facebook Ads with An Expert (For Free!)
Want the experts at AutoSweet to review your Facebook ads for you? Contact us to schedule a free strategy session and see how we can help drive more traffic to your website and generate more leads to your CRM.
