Digital Dealer - January 2020 - 31

" Modern
advertising is
competitive, which
makes overcoming
our two obstacles -
ad recall and
ad fatigue -
necessary. "

Cast as wide a net as possible but still
have clear audience segmentation.
Let's Say You're
a Toyota Dealer...
You not only have

SUV buyers, but you'll
also have a 4Runner
buyer, a C-HR buyer,
a Highlander buyer,
a Land Cruiser buyer,
a Rav4 buyer, and a
Sequoia buyer.
Each model appeals

Connecting the Dots
Modern advertising is competitive, which
makes overcoming our two obstacles - ad
recall and ad fatigue - necessary. You do
this by focusing on two things, which we've
already covered but must emphasize:
1. Unique messaging
2. Understanding your audiences

Facebook Is Your Dealership's
Perfect Opportunity
Let's back up a second. Remember this
question: "What about those consumers
not currently in the market?"
The answer was to stimulate interest
in the majority of shoppers not in-market
with social media. Users sign into Facebook 13.8 times per day(5) for a total of 30
minutes per day. You cannot approach paid
advertising on this platform by running
only a few ads because you won't hit a
frequency that will create brand awareness
for recall.
Here's the trick: if you increase your
spend to hit a greater frequency, you'll
create fatigue - unless you want to make
changes to the ads every three days and
never build any statistical relevance for
what works by giving Facebook's machine
learning to make automatic adjustments
based on consumer actions and feedback.
You need to keep in mind the two

January 2020

for diﬀerent reasons
- but since only one in
three buyers know the
exact model they want,

you'll want to hit your
SUV audience with ads
for each model and an
ad for the entire lineup
- all with diﬀerent
headlines, ad copy, and
inventory.
Your Toyota SUV

audience will not
continually see the
same ad while you
spend your allocated
budget to achieve the
right frequency. Then,
as the campaign runs,
Facebook's machine

elements to overcome these obstacles,
which we covered just a moment ago when
we went to "Connect the Dots," through
unique messaging and audiences.
Facebook's targeting options can help
you create audiences, which will afford
your dealership the ability to create greater
ad variety. Though there are targeting
limitations, there's still plenty of data to
mine to speak to individuals. If you want to
supercharge your efforts on this platform,
you can consider working with a data partner like Oracle.
When you dig into this data, a picture
comes into focus. Keep in mind, however,
that you don't want to over-target. Facebook is a stimulus channel, so you want to
cast as wide a net as possible but still have
clear audience segmentation. After all, a
sedan buyer is different from an SUV buyer,
who also differs from van buyers, as well as
truck buyers.

Variety Is Key
This approach means that, depending on
the number of models your brand has, you
could have anywhere from 20-50 ads running. None of them say the same thing or

learning will move
money to the most
eﬀective ads.
Remember that

this applies to other
segments of vehicles
your dealership will
carry inventory for
- and your actual
inventory is what will
populate the creative
of the ad in the form
of a carousel to show
diﬀerent colors, trims,
etc.

have the same exact inventory. It's a strategy that models the same granularity that
you apply in your SEO and SEM efforts to
diversify your messaging and attack those
low-funnel, in-market shoppers referenced
at the beginning of this piece.
The crux is to understand who your
shoppers are and build out a campaign with
content that speaks to them as individuals,
which gives you a wide swathe of ads that
don't require additional work. And, thus,
you've set your dealership up with paid
Facebook advertising that pushes more
shoppers into the buying funnel that offers
the proper brand awareness for ad recall
without risking ad fatigue.
If you would like to read more articles on this
topic, visit digitaldealer.com/dealer-news

SOURCES:
(1) https://www.dialogtech.com/blog/18-automotive-marketing-stats/
(2) https://medium.com/spotted-media/ad-recall-is-wherebrand-awareness-lives-or-dies-1c4456b62dc9
(3) https://medium.com/spotted-media/ad-recall-is-wherebrand-awareness-lives-or-dies-1c4456b62dc9
(4) https://www.cmswire.com/digital-marketing/how-marketers-can-recognize-the-signs-of-ad-fatigue/
(5) https://www.bizjournals.com/paciﬁc/blog/morning_
call/2013/03/how-much-time-do-you-really-spend-on.html

[ d i g i t a l d e a l e r. c o m ]

http://www.digitaldealer.com/dealer-news https://www.dialogtech.com/blog/18-automotive-marketing-stats/ https://www.dialogtech.com/blog/18-automotive-marketing-stats/ https://medium.com/spotted-media/ad-recall-is-where-brand-awareness-lives-or-dies-1c4456b62dc9 https://medium.com/spotted-media/ad-recall-is-where-brand-awareness-lives-or-dies-1c4456b62dc9 https://medium.com/spotted-media/ad-recall-is-where-brand-awareness-lives-or-dies-1c4456b62dc9? https://medium.com/spotted-media/ad-recall-is-where-brand-awareness-lives-or-dies-1c4456b62dc9? https://www.cmswire.com/digital-marketing/how-marketers-can-recognize-the-signs-of-ad-fatigue/ https://www.cmswire.com/digital-marketing/how-marketers-can-recognize-the-signs-of-ad-fatigue/ https://www.bizjournals.com/pacifi%20c/blog/morning_%20call/2013/03/how-much-time-do-you-really-spend-on.html https://www.bizjournals.com/pacifi%20c/blog/morning_%20call/2013/03/how-much-time-do-you-really-spend-on.html http://www.digitaldealer.com

Digital Dealer - January 2020

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