Transcript Beth Walter - Digital Dealer

Facebook Ads Are the
New PPC
How to Maximize the Targeting Capabilities of Facebook Ads to Boost
VDP’s and Sell Cars
Beth Walter
Beth Walter I
DPS – Dealer Product Services
I
Director of Digital Marketing
I
[email protected]
Meet Dr. Caroline Shenker, Dentist & My Sister
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Caroline wanted more patients, and she thought
Google was the answer
After 3 Months:
All exact match – only geo keywords
“Dentist Fairfield”
“Veneers Greenwich”
CPC $12.91
Avg pos 3.3
CTR of .42%
1 phone call
1 conversion
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
The Research
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Acxiom
Facebook’s Data Building Blocks
Financial services companies,
court records, federal govt
docuememts
Datalogix
Spending by Category
Epsilon
Your Retail Spending
Acxiom
Financial services
Court records, Govt
documents
Epsilon
Datalogix/Oracle
Blue Kai
Your Retail
Spending
Spending by
Category
Online tracking
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
FB then Merges that Data with it’s Own Data
The Stuff You Provide them With:
•Name
•City of birth
•City of residence
•Phone
•Email
•Current employment
•Previous employment
•Relationship
•Anniversary
•Previous relationships
•Previous names (aliases)
•Screen names
•Address book
•Family members
•Birthday
•Religious views
•Address
•Website
•Email address(s)
•Sexual preference
•Gender
•Languages spoken
•Political views
•Friends
•Books you’ve read
And the stuff they gather:
•Bands you like
•Movies you’ve seen
•TV Shows you watch
•Video games you play
•Food you eat
•Your Favorite Athletes
•Restaurants you’ve eaten at
•Activities you participate in
•Websites you visit
•Sports teams you support
•Your Favorite Sports
•Inspirational people
•Favorite Clothing brands
•Places you’ve visited
•Events you’ve attended
•Events you plan on attending
•Events your friends are attending
•Major life events (location, dates,
who with)
•Photos
•Pokes
•Wall posts
•Private (haha yeah right) messages
•Groups you’ve joined
•Networks you are a part of
Videos you’ve watched
•Comments you’ve liked
•Websites you’ve visited
•Articles and websites you’ve
commented on
•Surveys you’ve filled out
•Companies you like
•People you’ve been tagged with
•People you frequently hang out
with
•Friends you’ve requested
•Friends you denied
•Friends you’ve un-friended
•How often you are online
•Your current mood
•Device you’ve accessed the
Internet from
•Exact Geo-location (longitude,
altitude, latitude, time/date stamp)
•Book or publication you are
currently reading
•Audio you are currently listening
too
•Drink you are currently drinking
•Food you are currently eating
•Activities you participate in
•Advertising you interact with
•Profiles you interact with most
•Locations you access Facebook
•Locations you access web
properties connected to Facebook
•Level of online engagement
•When you changed jobs
•How long you stayed in a job
•Credit card details
•IP Address
•Apps you’ve downloaded
•Games you’ve played
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Add in Polk Data
Polk has relationships with every state, which provides it with vehicle owner
registration information.
• Info when you buy your car
• Info every year you register your car
Creepy enough..Polk also owns CarfFax
Data sliced and Diced by the information when the vehicle is registered and renewed:
• Age, income ethnicity
• Address, dealer purchased
• Vehicle purchased owned
• Retail, fleet, govt owned, corporate, rental
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
And All of this Data gets you targeting like this
English speaking women, between the ages of 31 and 45, located in a 20-mile
radius of Short Hills, NJ, (or x,x,x zips) who are in the market for a new minivan in
the next 90 days, who have been looking at websites that feature minivans while
logged into Facebook, who have owned their current minivan for 3+ years that they
purchased new, who’s HH income is a least 45K, who are “soccer moms” of grade
school kids, who shop for food at Trader Joes and spend 200+ per week, who live in
a single family home valued at $300k+, between 1,000 and 3,999 square feet, who
enjoy spending time with their family, movies, going out to dinner and running 5ks.
They plan to travel in June and have used a travel app within the last month. One
parent is an alumni of Rutgers, the other of Seton Hall.
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Fish Where the Fish Are
- The Average consumer spends 40 minutes EVERY DAY on Facebook
-
20 mins desktop
20 mins mobile
63% of people say they get their news from either Facebook or Twitter
- Live local TV news viewing has dropped 28% in last 10 years for AD
18+
- 23% of AD 18+ say they read a print newspaper yesterday, down about
half since 2000 47% .
Sources: http://www.businessinsider.com/how-much-time-people-spend-on-facebook-per-day-2015-7; http://www.medialifemagazine.com/study-most-online-time-spent-onfacebook/http://www.stateofthemedia.org/2013/local-tv-audience-declines-as-revenue-bounces-back/http://www.ft.com/cms/s/0/e46dc7a4-b843-11e4-86bb00144feab7de.html#axzz46ZFvqGTo
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
How?
Micro-target with multiple ads over the course of a
month – EKG
Drive to VDP’s
Track traffic properly – Pixel
All Ad units – not just right hand rail
VDP = Sales
New, Used, Service (you know what kind of car they
own, right?)
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Micro-Target with Multiple Creatives
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Tracking Traffic
Overall as a Traffic Source
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Tracking Traffic
By VDP
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
And Don’t Forget Service
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
There’s More
• Instagram and Facebook share
the same ad builder – so just
check run my ads on Instagram
• Emails getting ignored, upload
your customer list to Facebook
(match rate 40%) and reach out
to them that way
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Video too!
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Case Study
PPC vs. FB Ads
Import Dealer, FL
Tactic
Budget
Clicks
CPC VDP/SRP’s Cost
Generated Per
VDP/SR
P
FB
$1,200
2,305
.41
2,305
.52
PPC
$7,700
4,436
$1.7
4
2,496
$3.84
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Case Study
PPC vs. FB Ads
BMW Dealer, Cali
Tactic
Budget
Clicks
CPC
VDP/SRP’s
Generated
Cost Per
VDP/SR
P
FB
$2,500
5,532
.45
4171
.59
PPC
$4,192
1,264
$3.32
742
$5.64
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Tips
#1 - Your ad image must contain less than 20% text.
#2 - Split test your bid models between CPC, CPM, & Engagement.
#3 –To run all ad units, vendor needs admin or editor access
#4 - Selecting Location doesn't necessarily mean people who live there..
#5 - Get your pixels straight before you start running ads.
#6 – Segment, Segment, Segment
#7 - Start using good naming conventions now
#8 – 99% mobile traffic
#9 – Facebook has “live chat” for business questions
#10 - Small budgets
#11 – Labor Intensive
Beth Walter I DPS I Dir of Digital Marketing I [email protected]
Contact Info
Full Name: Beth Walter
Company: DPS – Dealer Product Services
Job Title: Director of Digital Marketing
Email: [email protected]
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