start creating your own first party leads using facebook lead ads

Want Trackable ROI?

STOP Buying 3rd Party Leads

1st Party Leads Via Facebook AdverBsing Are Your Ticket to the Big Time

FACEBOOK QUICK FACTS

FACEBOOK 1.7 Billion Users Per Month

WHATSAPP 1 Billion Users Per Month

MESSENGER 1 Billion Users Per Month

INSTAGRAM 500 Million Users Per Month

Should You Stop Buying 3rd Party Leads?

Should You Stop Buying 3rd Party Leads?

3rd Party Leads are an option, but have you considered dynamic product ads?

Perfect 3rd Party Lead Example

Dynamic Product Ads Using Your Inventory Use your inventory and your offers to create dynamic product ads.

SOCIAL MEDIA MARKETING THAT MAKES MONEY AND MAKES SENSE

SOCIAL MEDIA MARKETING

MAKE SENSE?

MAKE MONEY?

Social Media

DO YOU CARE?

OF COURSE YOU DO

ALTERNATIVES TO ORGANIC CONTENT

Click to Website Ads! Local Ads!

Carousel Ads! Lead Ads!

Social Media – NOW Your Targeted Market The Right Customers and More of Them Facebook Lead Ads/ROI Reputation Management Conquest Facebook Advertising ROI – Recap

SOCIAL MEDIA PERCEPTIONS

• A Lot of Work • Difficult To Calculate ROI • Takes Time To Grow

MOST OF THE FOCUS IS ON SOCIAL.

Before… SUCCESS METRICS

Likes, Comments, Shares, Engagements

Before…

SOCIAL MEDIA PERCEPTIONS

Targeted •

Fast • Easy To Track •

High ROI •

THE FOCUS SHOULD BE

ON THIS.

Before… SUCCESS METRICS

Likes, Comments, Shares, Engagements

Before…

SUCCESS METRICS Reach, Leads, Conversions,

Impressions

Now

AUTHENTIC IDENTITY

INEFFICIENT AND NOT COST EFFECTIVE

Other publishers use cookies, site logins, and UDIDs

HOME MOBILE TABLET WORK

≠ ≠ ≠

EFFICIENT AND COST EFFECTIVE Other publishers use cookies, site logins, and UDIDs


≠ ≠ ≠

With Facebook, your identity is the same across browsers


= = =

EFFICIENT AND COST EFFECTIVE

THE GOOGLE FACEBOOK COMPARISON

AUDIENCE

Gave people a better way to connect with content

AUDIENCE

Gave people a better way to connect with relationships

BUSINESS MODEL

Organic: Get your site on page 1 Paid: Serve ads based on user's search preferences

BUSINESS MODEL

Organic: Build fanbase Paid: Serve ads based on user profile preferences

SUPPLY & DEMAND

Advertisers bid to get on page 1 of results

SUPPLY & DEMAND

Advertisers compete to get in newsfeed

= NEWSFEED


MAKE SENSE?

MAKE MONEY?

HOW DO WE !MOST COST EFFECTIVELY !

REACH OUR!MOST PROFITABLE !

CUSTOMERS?!

RADIUS MARKETING IS DEAD

CRM

DMS DATA

YOU ALREADY HAVE THE TOOLS YOU NEED

1ST Party Leads

Every online customer lives at a

physical address

Don’t fall for the pitch. ROI begins before

the campaign is sent

AS UNIQUE AS YOUR THUMBPRINT


MAKE SENSE?

MAKE MONEY?

ALL CUSTOMERS ARE NOT THE SAME

INCOME

LIFESTYLE

LIFECYCLE

GEOGRAPHIC

YOUR IDEAL CUSTOMERS HAVE A UNIQUE PROFILE

“LOOK-ALIKE” TOOLS LET US CLONE IDEAL CUSTOMERS

Customers with right profile who live in your most profitable zip codes

Historical Customers

26,420!Look Alike Customers

35,281!+!

61,701!=!


MAKE SENSE?

MAKE MONEY?

Facebook Lead Form Ad

Facebook Lead Ad Basics •  Only displays on mobile

•  Visually similar to Click to Website ads

•  All Facebook targeting options are available, including Polk data

•  Consumer submits a lead and then is provided a button to go to a landing page

Dealer Example

Dealer Example

Jane Doe

[email protected]

555 – 555 - 5555

Dealer A: -‐ 18 Leads – 21 Days -‐ 9 Brand New to Dealer -‐ 9 Closed Lost (>90 Days in CRM)

Dealer B: -‐  9 Leads -‐  42% CR

Dealer C: -‐ 12 Leads -‐ None in Dealer CRM/DMS

Lead Ad Beta Period One Year Ago

Real Dealers & Real Results Dealer 1 – Service Offer

Dodge Chrysler Jeep RAM Dealer in Virginia

Addi$onal iden$fying informa$on redacted.

Dealer 1: 106 Leads -‐ CPL: $8-‐18 -‐ 28% CR -‐ Procision Insights

Real Dealers & Real Results Dealer 2 – Service Offer

Honda Dealer in Florida


Dealer 2: 62 Leads -‐ First 45 Days

Real Dealers & Real Results Dealer 3 – Sales Offer

Buick GMC Dealer in Illinois


Dealer 3: 40 Leads -‐ CPL: $15

Dealer 1: 106 Leads -‐ CPL: $8-‐18 -‐ 28% CR -‐ Procision Insights

Dealer 2: 62 Leads -‐ First 45 Days

Dealer 3: 40 Leads -‐ COL: $15

Real Dealers & Real Results

66% lower cost per acquisition compared to previous link

ad campaigns

Enhancing qualified leads

2X increase in leads compared

to previous link ad campaigns

Sona MedSpa used a series of lead ads on mobile to reach men and women in 7 US markets around its locations with information about its different spa services. The lead ads offered special promotions and free consultations, with ‘Learn More’ call-to-action buttons. When prospective customers clicked through, they landed on a contact form pre-populated with information based on what they share with Facebook,—making it quick and easy to submit. Sona MedSpa customized its form with specific questions it needed to qualify and convert leads efficiently. The company entered all the new leads into its sales process, where representatives could promptly respond by email and telephone. To retarget ads to people who visited the website, Sona MedSpa used the Facebook pixel to capture targeting information and create a Custom Audience. The company also used the pixels to create a lookalike audience based on people who had converted during previous Facebook campaigns. This allowed the company to reach people similar to those already identified as highly qualified leads, which helped to increase conversion rates.

Source: Facebook for Business Success Story, December 2015

https://www.facebook.com/business/success/teach-for-america

Stuart Weitzman uses lead ads for newsletter sign-ups

54% reduction in CPL

Source: Facebook case study, Sept 2015

Housing.com used Facebook’s lead ads to drive low-cost leads from people looking to buy a home

50% reduction in CPL

Source: Facebook case study, Sept 2015

7 x Lead

Increase in 5 Days


MAKE SENSE?

MAKE MONEY?

Failing to manage your online reputation can KILL your ad budget.

Example: An ad leads to a Google search for the dealership.

Which dealership would you rather shop at? The dealership with 27 reviews and a 3.5 star rating?

Or the dealership with 257 reviews and a 4.4 star rating?

REPUTATION IS A GAME OF PERCENTAGES


MAKE SENSE?

MAKE MONEY?

12 mi

Build Awareness & Consideration: Local Awareness Ads

Objective: Increase Brand awareness for local dealership pages based on location targeting

$0.98 Cost per click (CPC) thru

to dealer website

2212 Unique dealer website

visits generated

23X Return on

advertising spend

Boosting local awareness and touting the Castle Difference

23 New cars sold thru

local targeting

Facebook Ads have given my dealership the ability to target the exact customers that matter to me and my business. There is no other marketing solution in the world that allows me to target exactly who I want to speak to at the exact time I want to speak to them. ”

“ Joe Castle CEO, Castle Auto Group

Local Awareness Ads: Call Now

Say hello to your new customers

When someone is near your business, they can see a Local Awareness Ad in their

News Feed

Clicking on the Call Now button will launch a pre-filled business

number

Local Awareness Ads: Send Message Connect with customers over Facebook Messenger

Clicking on the Send Message button will launch a

message composer

Local Awareness Ads: Get Directions Drive foot traffic to your store

Clicking on the Get Directions button will launch the phone’s

default map app with the business marked and a recommended

route to it

When someone is near your business, they can see a Local Awareness Ad in their

News Feed


MAKE SENSE?

MAKE MONEY?

ROI – Where to Start?

1. Where to start? That’s a tough question. Too many factors can make this confusing to many people.

•  If you’re being told that you can calculate monthly ROI form old “social” engagements and not new “media” KPIs, it’s time to change your vendor.

2. Success starts at the beginning.

•  When creating the campaign, plan ahead for the outcome you want.

ROI – Where to Start?

3. Or, start at the point of lead generation for Lead Ads

•  Are your Leads being delivered to your CRM at the time they are created? If not – change your vendor.

•  Facebook Leads are even more highly sought after than any 3rd party lead.

•  Remember: the same rules that your dealership has been trained to follow when it comes to any type of lead is amplified here. Keep in mind these customers have provided you their best methods of contact.

•  Have you used Facebook Messenger? Have you suggested it to the potential client?

ROI – Let’s Get Tracking

1.  Have you ever heard of Offline Attribution? Facebook has a specific API !!for reporting on Facebook Ad Campaigns.!

•  Do you know what percentage of your sales (new, used, CPO) and service RO’s each month clicked on a specific Facebook ad? !

•  Your vendor should be using these tools. If not, find someone that is.!

2. Have you tried to match your leads with your CRM ! Tool, DMS system, and additional Facebook API data? !!

•  If your vendor is not able to help you here, find someone!! that is.!

ROI – Let’s Get Tracking

3. Have you tracked how many leads were generated from your Facebook ! Campaigns? !!

•  Is this data being added to your CRM tool? !!•  Again, if your current vendor is not doing this, find someone that is.!

4. Are you adjusting your campaign creative on a ! monthly basis with customer imagery and call to ! action items? !!

•  If not, how do you expect to drive consumer engagement? !!•  If your vendor is not doing this for you, find someone who will.!

ROI – The Bottom Line

If you are not able to calculate your own ROI, and your vendor cannot, find someone who can. !

!Facebook advertising is the most trackable, reportable,

and defined advertising we have for the industry.!

TAKE AWAYS

•  FACEBOOK LEAD ADS ARE THE 1st PARTY ADS THE INDUSTRY HAS BEEN WAITING FOR

•  FACEBOOK LEAD ADS ARE BEING USED ACROSS ALL VERTICALS IN FACEBOOK’S NEWSFEED

•  SOCIAL MEDIA MARKETING IS THIS GENERATIONS “GOOGLE OPPORTUNITY”

•  THE REAL WORLD AND THE ONLINE WORLD ARE CONNECTED – FOCUS ON ZIPS WITH HIGHEST CONVERSION RATES AND LOWEST COST PER SALE TO MAXIMIZE ROI ��

•  ANALYZE HISTORICAL DATA TO FIND YOUR IDEAL CUSTOMER PROFILE – THEN LEVERAGE LOOK-ALIKES TO EXPAND YOUR REACH WITHIN YOUR TARGETED MARKET AREA ��

•  BUILD AND LEVERAGE YOUR POSITIVE ONLINE REPUTATION TO PUT YOUR COMPETITION’S MARKETING DOLLARS TO WORK FOR YOUR DEALERSHIP

•  USE SHORT RADIUS MARKETING TO PROTECT YOUR CUSTOMERS AND CONQUEST PROSPECTS ��

•  FOCUS ON THE PAYOFF, NOT THE PAYROLL – DO WHAT YOU DO BEST AND HIRE OUT THE REST ��

•  FOCUS ON SOCIAL MEDIA MARKETING STRATEGIES THAT MAKE MONEY AND �� MAKE SENSE

HAVE QUESTIONS?

Contact Info Sean Seltzer

SOCIALDEALER CEO

[email protected]

start creating your own first party leads using facebook lead ads

Automotive