marcus piazzisi: social media advertising: top 10 tips for getting the highest roi
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Social Media Advertising: Top 10 Tips for Getting the Highest ROITRANSCRIPT
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Digital Airstrike workshop withMarcus Piazzisi
Page 53
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Social Media Advertising: Top 10 Tips for Getting the Highest ROI
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of adults use social networking sites*
Source: Pew Research Center’s Internet Project Library, Dec 2013
73%
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Your Customers Actively Use Facebook & Twitter
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“We expect organic distribution of individual page posts to gradually decline over time.”
In Facebook’s Own Words
Advertising is Becoming the ONLY Way to Reach Them
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Social Media Industry Likely to Follow Facebook’s Business Model
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Twitter is already showing early signs of adoption
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What happens after viewing a Facebook ad?
Over 2,000 People Surveyed
What are your reasons for clicking on a Facebook ad?
Upside: Social Advertising has Purchase Influence
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Social Media ROI Continues to Grow
We’re Proving It
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4.6X ROI in just 10 days!
Social Influence: 450 New local page fans captured
2 Verified Car Sales
Branding/Awareness: 180,000 In-Market
impressions delivered
Social Sells!
Secondary Benefits
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SHHHH….Our top 10 tips to running a successful social advertising campaign
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Start With Facebook
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Website Traffic AdPage Like Ad Drive EngagementPromoted Post Build Your Following Drive more VDP’s
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1
Leverage the Right Advertising Types to Fit Your Goals
Avoid High Mobile Bounce Rates: Be sure to optimize every touch point of your campaign for the mobile user experience! (website,
lead forms, inventory pages, etc.)
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Facebook offers thousands of targeting options allowing you to target IN-MARKET SALES & SERVICE CUSTOMERS with the right message at the right time.
Fine-Tune your Target Audience with Facebook’s Infinite Options
Basic Targeting
Advanced Targeting• Age
• Gender • Geographic (city, state, zip, etc.)• Interests (established by Facebook)• Language• Life events (i.e. Expecting a child)• Relationship status• Job role• Income• Net worth
Uses 350 data points to target automotive intenders
• Vehicle owners by make• Vehicle purchase intenders by make (Ford, Chevy,
etc.)• Vehicle purchase intenders by model (Chevy
Silverado, Ford F-150, etc.)• Vehicle purchase intenders by type (sedan, coupe,
etc.)• Parts & Services intenders
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2
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Incorporate Lead Gen FormsCustom forms provide your fan
base with an opportunity to convert!
Lead capture forms allow customer to:
• Seamlessly submit a lead without interrupting their Facebook experience
• Explore your new specials and inventory on your website
• ***Lead information is sent directly to your
CRM (name, email, phone #, etc.)
3Provide ‘ONE CLICK’ hyper
links to your key web pages
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Your Emails
Active Profiles on Facebook
Relevant Ads
Dealers can retarget their previous customers on
Facebook!
Target Your Existing CRM Database! DRIVE 2X CTR!
4
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5Keep Your Service Bay Full! Promote Offers on Facebook!
User is emailed offer with redemption instructions. (Must
present email at dealership)
Drive Service Upsells Drive AwarenessDrive Social Activity
Viewed center stage on all mobile & desktop devices
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Align With Twitter
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6
Design Your Twitter Strategy In-Line with Facebook
Designed to drive VDPs, engagement, & Twitter following
Aligning your strategy will help you A/B platform test
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Build Custom Target Audiences
Take advantage of Over 3X greater Buy-Through Rates
Leverage Twitter’s unique targeting features
7
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8Generate Leads via Twitter Cards
Provides a one click ‘Register Now’ button User email is auto populated into the Twitter Card
Drive email leads by providing a seamless ‘one click’ register now and autofill feature
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9Take Advantage of Conversion Pixels to Measure Direct ROI
Place a pixel on a Vehicle Detail Page: • Measure success on VDPs
Place a pixel on a “Thank You” Page: • Measure success based on leads
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Compare ROI Across Multiple Channels• KDPs• Social Media Referrals• Review Site Referrals• Leads
Track Your Conversions, VDPs, & More! 1
0Use Google Analytics to Compare Platform
Performance
Evaluate performance and allocate budget accordingly
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Key Considerations
• Social advertising is complicated
• A well-constructed campaign can:Build brand awarenessSell vehiclesDrive service visitsEngage your customers
• Social Media is here, it’s a pay to play medium, and it’s not going anywhere
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Thank You