Ad Objectives, Formats And Placements
✓ Pick Your Placement
✓ Choose a format
Determine Your Business Goals
Facebook has 6 ad objectives that all correspond with a business goal. For this reason, you need to begin with the end in mind. First determine what you want to accomplish. Are you looking to increase web traffic, get more leads or improve brand awareness? Once you know what you’re trying to accomplish, choose the ad objective that corresponds to this goal.
Choose A Format
Each of Facebook’s advertising objectives gives you options as to what kind of format you would like to use. These options include Image, Carousel, Video, Collection, Slideshow, Instant Experience, Stories and Messenger Ads.
Pick Your Placement
When advertising on Facebook, you must choose where you want your ad to display. There are multiple options across Facebook, Messenger, Instagram and Meta Audience Network. Not all placements are available for every ad because your ad type determines where your ad can be shown.
If you’re new to Facebook Ads or aren’t sure of the best way to reach your audience, you may want to choose Advantage+ Placements, which allows the platform to determine where to place your ad in order to get the most bang from your budget.
✓ MAss Market CampaigNs
✓ Retargeting Campaigns
✓ Sold Campaigns
✓ Lookalike Campaigns
Mass Market Campaigns
Restricting your targeting to only in-market opportunities really limits the potential growth of your dealership since roughly of 2% of the population is actively shopping for a Nicer, Newer® car. Luckily, everyone would like to drive a Nicer, Newer® car. That means you can tap into a whole new pool of customers by setting up Mass Market Campaigns. The only catch: these people require a very specific message if you want to motivate them to take action now instead of later.
Use Facebook’s Retargeting options to stay top-of-mind with people who have recently visited your website and answer questions many people face during the car buying process.
Thanks to Facebook’s custom audiences, you can also upload a Sold List of your past customers. The system will then use the information you have uploaded to match your list with users' profiles in their database. When you do this, you can create a custom audience of your existing customer base. This allows you to serve them additional offers and maintain the relationship over time.
Let big data find new prospects for you. Upload a list of past customers and use the lookalike audience option. Facebook will look for people who have similar behaviors as those people who have recently bought from you and target them with your ads.
Creative That Crushes
✓ Scarcity, Urgency & Believability
✓ Call to Action
Every ad needs a headline whether it’s online or in print. Make sure all of your ads have compelling headlines that speak to your prospects. DO NOT use your dealership name as a headline.
People are naturally attracted to solutions. If you can solve their problems, they’ll be drawn to your dealership and what you provide. By focusing your ads around the benefits you give them, you’ll start drawing more response and more leads.
Scarcity, Urgency & Believability
Scarcity is when something is in short supply. Urgency is when an event requires swift action. Believability is when you offer a reason why so that your audience can have confidence in the truth of your offer. When these three things come together in your ads, you’ll experience immediate, dramatic results. Make sure all of your ads have these 3 essential components.
Call To Action
Ultimately, even the best of campaigns are worthless unless they can make people take action NOW. Make sure you include a compelling call to action if you want to start seeing results.