Marcus Piazzisi: Social Media Advertising: Top 10 Tips for Getting the Highest ROI

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Social Media Advertising: Top 10 Tips for Getting the Highest ROI

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of adults use social networking sites*

Source: Pew Research Center’s Internet Project Library, Dec 2013

73%

Your Customers Actively Use Facebook & Twitter


“We expect organic distribution of individual page posts to gradually decline over time.”

- Facebook

In Facebook’s Own Words

Advertising is Becoming the ONLY Way to Reach Them

Social Media Industry Likely to Follow Facebook’s Business Model


Twitter is already showing early signs of adoption

What happens after viewing a Facebook ad?

Over 2,000 People Surveyed

What are your reasons for clicking on a Facebook ad?

Upside: Social Advertising has Purchase Influence


Social Media ROI Continues to Grow

We’re Proving It



4.6X ROI in just 10 days!

Social Influence: 450 New local page fans captured

2 Verified Car Sales

Branding/Awareness: 180,000 In-Market

impressions delivered

Social Sells!

Secondary Benefits

SHHHH….Our top 10 tips to running a successful social advertising campaign

Start With Facebook

Website Traffic AdPage Like Ad Drive EngagementPromoted Post Build Your Following Drive more VDP’s


1

Leverage the Right Advertising Types to Fit Your Goals

Avoid High Mobile Bounce Rates: Be sure to optimize every touch point of your campaign for the mobile user experience! (website,

lead forms, inventory pages, etc.)

Facebook offers thousands of targeting options allowing you to target IN-MARKET SALES & SERVICE CUSTOMERS with the right message at the right time.

Fine-Tune your Target Audience with Facebook’s Infinite Options

Basic Targeting

Advanced Targeting• Age

• Gender • Geographic (city, state, zip, etc.)• Interests (established by Facebook)• Language• Life events (i.e. Expecting a child)• Relationship status• Job role• Income• Net worth

Uses 350 data points to target automotive intenders

• Vehicle owners by make• Vehicle purchase intenders by make (Ford, Chevy,

etc.)• Vehicle purchase intenders by model (Chevy

Silverado, Ford F-150, etc.)• Vehicle purchase intenders by type (sedan, coupe,

etc.)• Parts & Services intenders


2

Incorporate Lead Gen FormsCustom forms provide your fan

base with an opportunity to convert!

Lead capture forms allow customer to:

• Seamlessly submit a lead without interrupting their Facebook experience

• Explore your new specials and inventory on your website

• ***Lead information is sent directly to your

CRM (name, email, phone #, etc.)

3Provide ‘ONE CLICK’ hyper

links to your key web pages

Your Emails

Active Profiles on Facebook

Relevant Ads

Dealers can retarget their previous customers on

Facebook!

Target Your Existing CRM Database! DRIVE 2X CTR!

4

5Keep Your Service Bay Full! Promote Offers on Facebook!

User is emailed offer with redemption instructions. (Must

present email at dealership)

Drive Service Upsells Drive AwarenessDrive Social Activity

Viewed center stage on all mobile & desktop devices

Align With Twitter

6

Design Your Twitter Strategy In-Line with Facebook

Designed to drive VDPs, engagement, & Twitter following

Aligning your strategy will help you A/B platform test

Build Custom Target Audiences

Take advantage of Over 3X greater Buy-Through Rates

Leverage Twitter’s unique targeting features

7

8Generate Leads via Twitter Cards

Provides a one click ‘Register Now’ button User email is auto populated into the Twitter Card

Drive email leads by providing a seamless ‘one click’ register now and autofill feature

9Take Advantage of Conversion Pixels to Measure Direct ROI

Place a pixel on a Vehicle Detail Page: • Measure success on VDPs

Place a pixel on a “Thank You” Page: • Measure success based on leads

Compare ROI Across Multiple Channels• KDPs• Social Media Referrals• Review Site Referrals• Leads

Track Your Conversions, VDPs, & More! 1

0Use Google Analytics to Compare Platform

Performance

Evaluate performance and allocate budget accordingly


Key Considerations

• Social advertising is complicated

• A well-constructed campaign can:Build brand awarenessSell vehiclesDrive service visitsEngage your customers

• Social Media is here, it’s a pay to play medium, and it’s not going anywhere

Questions?Contact me at:

[email protected] Facebook.com/digitalairstrike

Thank You

Marcus Piazzisi: Social Media Advertising: Top 10 Tips for Getting the Highest ROI

Automotive

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