how to run successful facebook ad campaigns on …...1. how to create successful facebook ad...

Brent AlbrechtVP of Business [email protected]

How to run successful Facebook Ad Campaigns on your own

Tim Daher Sr. Client [email protected]

1. How to Create Successful Facebook Ad Campaigns(and what you need to do it on your own)

2. The Right Audience

3. The Right Message

4. The Right Timing

5. Q&A

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Agenda


Creating ads on your own…with Great Results

What does it take to create successful ad campaigns?

Reach the Right Audience• How to think about data • How to target audiences for vehicle sales• How to target for Service

. . . with the Right Message• Target with relevant ads

• Dynamic Inventory Ads

. . .at the Right Time (with the Right CTA)• This means In-Market Buyers• Target top AND bottom of the funnel• Web click ads vs Facebook Lead Ads


Creating ads on your own…with Great Results

What are the challenges?

Reach the Right Audience

. . . with the Right Message

. . .at the Right Time (with the Right CTA)

Access to data from Oracle that data disappeared from Facebook

You need a Dynamic Inventory Feed

Software to track/send leadsPost inventory on FB Marketplace


Reach the Right AudienceWhat Audiences should I be using (and how do I get access)

Custom Audiences:BEST Quality, but tend to be LOW QuantityMisses reaching new prospects!

3rd Party DataOracle and Polk DataMultiple, Specific Targeting ParametersSolves Quantity vs Quality Problem

Interest Data:Mostly Broad InterestsLimited ability to target

CUSTOM AUDIENCES FACEBOOK INTEREST DATA 3RD PARTY DATA

USE ORACLE DATA TO BUILD A COMPLETE VIEW OF YOUR AUDIENCE

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On average, a consumer uses 3 devices and can have well over 6 IDs associated to them


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Plus, each media platform has its own ID space, making it even harder for marketers to tell a cohesive story

AOL ID 212a3sznv6

Pinterest ID a823980sn

Twitter ID sdakl349dfnl

Facebook ID sd83jkdns247

Google ID s5d83jk23247

Pandora ID p24723jsdnl2


DEVICES

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Marketers need a solution that ties real people across devices and channels

CHANNELSIDENTITY


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The Oracle ID Graph™ connects disparate data sources to provide a single view of the consumer

Name and address matched to 115MM US households using transaction data from 1500+

Retailers

Email address multi-sourced from recent

email activity and email opens

Mobile Advertising IDs (MAIDs) matched using

billing data from in-app transactions

Over 3B cookies with profile data updated in real-time, matched to

login data

Proprietary match with large publishers such

as Facebook and Twitter


Oracle ID Graph™ – Detects and Connects all her Digital Identities

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Name + Postal

Email IDs

Cookie IDs

Mobile IDs

[email protected]

[email protected]

Work: 518-555-1212Personal: 518-555-1213

Twitter: @sally1983yeahFacebook: Susan X. SmithSnapchat: SS1983YeahPinterest: SSYeahFoodieInstagram: SSYeah1983Now

IDFA 3245AdID 6687

Home: 124 Main Street, Albany NYWork: 123 Corporate Park, Albany NY

IE ID Device 1 67543Chrome ID Device1 87546Chrome ID Device2 98766I.P. Address: 148.87.13.11I.P. Address: 148.89.33.22

“Sally”Oracle ID #1234

Cookie IDs

Mobile IDs

Email IDsSocial IDs

Postal IDs


mailto:[email protected]

• Use of anonymous IDs

• Obscuring of PII and customer data

• Global regulation compliance on country-by-country basis

• Oracle is the leader within industry self-regulatory bodies

All in a Privacy Safe way

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Reach the Right AudienceWhat Audiences should I be using (and how do I get access)


Reach the Right Audience

• Campaign Ideas: Reach buyers by brand and model

• Incentive based promotions

• Conquest people in-market for competing makes & models

• Promote slow moving Inventory

• Avoid spray-and-pray tactics. Be smarter with your media spend

In Market audiences to supercharge your new vehicle campaigns


Reach the Right AudienceOwner Model audiences for service marketing and vehicle conquest campaigns

• Vehicle incentive offers, Equity position campaigns

• Trade Up – Trade Out

• Service special by make or model, Overlay owners with

• Visa/Mastercard users at independent facilities and shops, Accessories sale

• Tire/Brake special to all owners of a specific model


Reach Prospects at the Optimal TimeReach people when they are actually looking to buy

Exclusive lease audiences capturehouseholds with a leasing history:• Leases expiring in 3, 6 and 12 months• In Market audiences for luxury and

non-luxury lease• Households shown to be 3x more

likely to lease a vehicle in the next 6 months

• Lease audiences available through these branded providers:

Reach Consumers based on Credit Criteria:• In Market for an auto loan

• Credit score tiers by quartile

• Reach households based on current loan

maturity date

• Insurance shopping behavior

Campaign Ideas: Qualify Buyers

based on credit before they walk

onto your lot

• Promote prime credit for 0%

offers

• Improved Look-a-Like tactics.

Overlay with Look-a-Likes for

more refined targeting. Filter

Look-a-Like audiences, based on

credit tier quartiles for messaging

• Reach households with less than

perfect credit

• Create campaigns for households

with auto loans that are maturing

soon. Trade up/Trade Out


Reach Qualified Buyers


Reach Prospects at the Optimal TimeReach people when they are actually looking to buy

Target prospects at all places in the funnel

1. Using Oracle data to reach In-Market Shoppers early in the buying process and when ready to buy(using both offline and online data)

2. Re-target your website visitors

3. Re-target prospects using Facebook’s Broad Audience (based on browsing habits in and out of Facebook)


Reach Prospects at the Optimal TimeTarget prospects based on change in Life Stage

Oracle data allows you to target prospects based on specific life events – in some cases allowing you to match Incentives with the optimal time to buy

• Recent College Grads• Active Military• Recent Home Purchase• New Children in household• New Job (ie New Income)

Millennials are 2X more likely to purchase a new vehicle due to a shift in their Life Style (Jump Start Automotive Media 2016)


Reach Prospects at the Optimal TimeWhat is Facebook Broad Audiences?

• Facebook Broad Audiences target buyers based on their online browsing habits• People searching vehicles on national auto sites• People searching on Facebook auto related pages• People asking for recommendations on Facebook• People searching for vehicles on Marketplace

Facebook Marketplace is a destination shopping site! Be sure to include pre-owned inventory.


Reach Prospects at the Optimal TimeFacebook Marketplace is a destination shopping site

Post Your Inventory on Facebook Marketplace

Market where your customers spend the most time: Showcase your pre-owned inventory on Facebook Marketplace and have it automatically updated daily

One-click communication: If a user is interested in a car, one click allows them to reach out to your dealership directly through Facebook Messenger


Reach Prospects at the Optimal TimeUsing the Right Call to Action: Web Click or Lead Gen?

In Market to Buy, New or Used

3,441 web clicks - $0.20 CPC

In Market to Buy Jeep, SUV

26 leads @ $53/lead and 782 web

clicks - $3.04 CPC

With Dynamic Ads + In Market Data run both Facebook Lead Ads and Web Click ads


Relevant MessagingHow Dynamic Ads Can Make a Difference?

The Ad Changes and is Automatically Updated

…based on information from an outside source.



Why is ad relevance such a big deal?

1. The more relevant your ads, the higher your Click thru Rate2. Better Click thru Rate can improve ad relevance scores3. Higher Ad Relevance score means you pay a lower CPC



Reach Impressions Amount Website Clicks

Cost per Click

25,843 136,459 $3,400 4,427 $0.77

Reach Impressions Amount Website Clicks

Cost per Click

41,376 178,133 $1,910 4,967 $0.38



Classic BMW of Plano Classic BMW of Plano received an advertising overhaul when they chose to switch to Dynamic

Inventory Ads on Facebook. By trading in their static lead campaigns for dynamic lead generation

campaigns, they were able to elevate the results they received month over month. A static ad that

previously brought in 19 leads jumped to 73 leads when dynamic products were used. On top of

the leads received, which were sent directly to their CRM, the campaign also received a CTR to their

website of 3.08%



Dynamic Inventory feed allows to to promote segments of your inventory (and match to specific audiences)

1. New vs PreOwned Segment2. By Style: Trucks vs SUV vs Sedan3. By Model4. By Price (price range or price change)5. By Age (vehicles on lot more than x days)



What is involved in creating a Dynamic Inventory feed

1. Inventory can be pulled from your website or your DMS2. Feed should be updated at least once a day3. If you want to create on your own:

https://www.facebook.com/business/help/143781049600895

4. Talk to DMS or vehicle photo partner5. Find a Facebook ad solutions provider


ConclusionWhat Tools/Solutions Do I Need?

1. Get Access to Oracle Data through an Oracle Partner

2. Find Partner/Provider to create and update your Dynamic Inventory Feed

3. Use software to capture real time leads (and send them to your CRM)

4. Install Facebook pixel on your site for re-targeting

5. Select Facebook Partner to upload inventory to Marketplace

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SPEAKER CONTACT INFO:

Brent Albrecht

VP of Business Development

Friendemic

[email protected]

Timothy Daher

Sr. Client Partner

Oracle

[email protected]

how to run successful facebook ad campaigns on …...1. how to create successful facebook ad...

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