Facebook ads are the real deal. For starters, most of your customers are on Facebook and so are their friends, family and everyone that they associate with. There are over one billion users in total on the platform – an impressive feat in and of itself. So what does this all mean to you? It means that your dealership has a fantastic opportunity to get its message, promotion, or brand, in front of the right people. Facebook Ad Manager gives you full control over audience targeting, it walks you through creating your ad and it’s incredibly easy to get started. More importantly, Facebook ads are highly effective and will produce click through rates much higher than most other digital advertising platforms. Before you create that first ad though, here are a few rookie mistakes that you will want to avoid.
Not clearly defining your goals
Trying Facebook ads for the first time is kind of like playing with a new high tech toy. You will want to skip all of the instructions and just jump in. As tempting as this may be, it’s best to take a little time to develop a goal. For example, do you want to increase brand awareness for your dealership, generate more leads, or promote a weekend truck sale? Having specific goals in mind will help drive your ad’s messaging, layout and audience targeting.
Using the same ad for everyone
After creating your first ad, you will probably want to blast it out to everyone. Before you do that, consider the relevance of your ad to your audience. Both your existing and potential customers are at different phases of the purchasing or ownership cycle. With this in mind, you will want to create segments, or groupings of customers, for example, existing customers, potential customers, people who have visited your site, customers nearing the end of their financing, customers that are leasing, etc. There are literally dozens of potential segments and each ad should be targeted at a single segment by using messaging that is clear and highly relevant to that audience.
Have you ever seen an ad that you had to read several times just to understand it? Avoid making the same mistake by keeping your message short and to the point. For example, if you are promoting a weekend sale, avoid squeezing in as much detail as possible within the ad. Instead, save the details for the landing page that is brought up when the ad is clicked. Always keep the goal of the ad in mind when crafting your copy.
It’s an exciting time to advertise online, especially with such powerful platforms like Facebook ads at your fingertips. With these simple tips in mind, you should be well on your way to generating the results that you are after.
For more info on avoiding Facebook Ad rookie mistakes, check out “5 Rookie Facebook Ad Mistakes to Avoid” by Andy Beohar.