Show notes
In this episode of the KPI Cafe, Matt Sneed from Power Ford joins Host Dane Saville to dive deep into the weeds about the proper way to leverage Facebook advertising. In this hour-long session, a great number of topics from Facebook's purpose to traditional advertising to the strategy itself to measurement; literally, no stone is left unturned in this discussion about how your dealership can benefit by following the guidelines laid out.Here's what you can expect:4:53 Guest Introduction: Matt Sneed5:25 Matt’s Automotive Origin Story7:57 Context to Set Up the Episode8:45 Transition of Ad Dollars from Traditional to Digital2017: How to Market and Sell Cars?Mustang ExampleAIA (Automotive Inventory Ads)Moneyball Effect / Cost per SaleVendor Evaluation13:20 The Inherent Waste of Traditional MediaNot Your BuyersNot in MarketBut the Feel Good Factor16:21 Facebook Being an Intent and Stimulus ChannelInfluence the 98.8%More ControlDoing Social Media vs. “Doing” Social Media19:10 Getting to the Land of No CompetitorsYour Website | Your InventoryMarketing to Everyone | Marketing to No OneFull Funnel StrategyQuality Content23:55 Two Trends in Automotive MarketingQuality > QuantityRelevance is KingPeople are FinickyClick-to-Marketplace27:30 Managing Organic in Conjunction with Paid AdsBDCPodiumThe Challenge29:39 Importance of BrandingConsistencyTone of VoiceReputation ManagementBrand Evangelism36:00 Breakdown of a Facebook Advertising CampaignSales and ServiceBirthday, Inventory, Thank You, Lost Customers, Et CeteraThe Association with ProgrammaticDealer DistinctivesIt’s About Them46:14 A Quick Review of Niche BudgetingHistorical Sales Data?Incentives49:20 Other Cool Facebook Ad CapabilitiesOracleRetargetingInventory Feed51:50 How to Measure Your Facebook AdsSales MatchbackDTSCCost per Sold UnitAttribution56:01 Final Thoughts: Getting Dealers to Buy Into ItSales EffectivenessGo All In
