Social Advertising: I ll Click on That!

Transcription

1 Social Advertising: I ll Click on That! Erica Sietsma VP, Business Development Digital Air Strike New York, NY #dasnada2015 1

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3 CASE STUDY: Social Can Sell 4 Verified Car Sales 9x ROI in Just Ten Days! Branding/Awareness: 180,000 In-Market Impressions Generated an amazing amount of engagement from not only our current fans but also from new prospects in our local community Social Influence: 450 New local page fans captured + 3,000 engagements $1,300 Spent on ads in ten days. Pay to play, but with real ROI.

4 CASE STUDY: Show Me the Clicks! Time Period: July 1 Sep 28, % On Mobile Dealerships: Six Total Spend: $1, Website Clicks: 1,632 Cost per Click: $1.18 Dealership Highlight: Beck and Masten Chevrolet $143 spent for 160 website clicks Cost Per Click: $.90 Remote Rural North Dakota Dealership 97 Percent Mobile!

5 Build an Effective Social Ad Strategy 1. Start at the End Determine Campaign Goals 2. Who s Who and What s What Pick the Right Platform Ad Type 3. Yes! I ll Click on That Creative and Copy That Motivate Action 4. Keeping Straight the KPIs and ROIs Track Your Campaign 5. #AdsFail Beware of These Common Mistake 6. Your Turn Summing it All Up GET THOSE CLICKS! 5

6 Start at the End Determine Campaign Goals 6

7 Determine Campaign Goals Promote Content Event Response Build Audience Drive Leads 7

8 Who s Who and What s What Pick Your Platform and Ad Type 8

9 Social Users 9

10 Some Fun Social Stats Year over Year the % of online adults using social media has grown

11 Top Social Ad Networks

12 Facebook 46 percent of car buyers say they have seen an ad for a local car dealership on Facebook (Source: 2014 Digital Air Strike Social Media Trends Study) 12

13 Common Facebook Ad Types Promoted Post Drive Engagement Page Like Ad Build Your Following Website Traffic Ad Drive more SRPs & VDPs 1,044 Engagements 429 Post Likes $199 Spent 30 days 5,295 Likes 3,370 Photo Views $2,900 Spent 90 Days 240 Website Clicks 11 Page Likes $83 Spent 19 Days

14 CASE STUDY: Event Promotion 6 days - $ spent 1,053 Clicks 539 Page Engagements 138 Event Response $2.03 Cost Per Response

15 Facebook s Newest Ad Types Offers Easier to Track ROI Local Awareness Ads Capture Local Customers Click to Buy Sell Parts, Accessories, or Service Deals 31 Offers Claimed $3.52 Cost Per Claim $110 Spent Build awareness with people who are in your area or have been recently 48% of car buyers said they would use click-tobuy for auto purchases

16 Facebook Targeting Options Basic Targeting Uses data points to target Interest, Demo, Geo Custom Audiences Off- Warranty Advanced Targeting DLX Polk targeting allows you to serve ads to your brand s OWNERS and INTENDERS!! Parts + Accessories Your Database Thousands of targeting options allowing you to target IN-MARKET SALES & SERVICE CUSTOMERS with the right message at the right time.

17 CASE STUDY: Lawless CJDR Facebook Ad Campaign Campaign Goal: Drive Sales Leads Ad Type: Website Traffic Targeting: DLX Polk, Geographic, and Age Amount Spent: $ Campaign Length: 8 weeks Results: 746 website visits 244 inventory views $1.04 cost per click 29 leads $26 cost per lead $3,318 Total Traffic Value

18 Twitter

19 Promoted Tweets Common Twitter Ad Types Promoted Tweets + Twitter Card Designed to send targeted Twitter users directly to your website Provides a ONE CLICK, REGISTER NOW BUTTON User is auto-populated into Twitter Card

20 Twitter Targeting Options Demographics, Geo, and Interest Targeting Retargeting Keyword Targeting Custom Audiences Twitter match-rate not as good as Facebook due to no mobile phone Followers and not just yours your competition, too! Coming in

21 CASE STUDY: Lawless CJDR Twitter Ad Campaign Campaign Goal: Drive Sales Leads Ad Type: Website Traffic Targeting: Interest, Geographic, and Age Amount Spent: $436 Campaign Length: 5 months Results: 168,000 impressions 864 website visits 895 engagements 171 new followers $.49 cost per engagement 14 leads $31 cost per lead

22 YouTube Shifting TV Budget to Online Video

23 YouTube Ads 101 Pay only when viewers click on your video ad Pay when viewers watch 30 secs of the ad TrueView In-Stream TrueView In-Display TrueView In-Search

24 YouTube Audience Targeting Core Interest Targets Narrow Your Targets: (optional)

25 CASE STUDY: Pollard Jeep YouTube Ad Campaign Campaign Goal: Increase Video Views, Promote Lease Specials Ad Type: In-Stream Targeting: Gender, Age, Automotive Interest Amount Spent: $ Campaign Length: 8 weeks Results: 50,049 reach 6,536 video views $.15 cost per view

26 Facebook Pros Largest social network 1.2 Billion + Best targeting including owner/intender targeting (Polk) + best user match rate Facebook optimizes best ad variation for you More cost effective than search, display, traditional just about everything. Facebook Cons Prices on the rise (had to put one)

27 Twitter Pros Twitter users are 67 percent more likely to do business with a brand they follow on Twitter (rabid users) Users can favorite/revisit ads Adding more functionality to ads platform Twitter Cons Twitter has lower match-rate than Facebook for users due to lack of mobile phone Less targeting options and less robust back-end tool

28 YouTube Pros Second largest search engine and owned by the largest If users skip you are not charged Huge savings compared to TV YouTube Cons Most complicated to set up and optimize Limited call-to-action overlays Manual placement optimization

29 Yes, I ll Click on That Creative and Copy That Motivate Action 29

30 Strong Offer or Message

31 Eye-Catching Creative

32 Calls to Action

33 CASE STUDY: Creative Campaigning $251 Spent 1,498 Page Engagements 470 Submissions 226 Shares $0.14 Cost Action Puklich Is in Rural North Dakota

34 Keeping Straight the KPIs and ROIs Tracking Campaign Success 34

35 You Can t Manage What You Don t Measure What are campaign metrics you can measure? End results leads, visits, likes/follows Website traffic Impressions Activities/comments/shares/link clicks Cost per click/engagement/lead/sale 35

36 Basic Tracking Use the free tracking and reporting available from sites Pro: Easy no extra steps Con: Disjointed, not full picture of what s happening (i.e., leads) 36

37 Track Your Conversions, VDPs, and More! Pro: More robust and holistic data, enhanced ad features (retargeting, look-alikes) Con: More complicated, pixels/tags need to be monitored and updated by website partners, still need to reference multiple sites Use Google Analytics and site conversion pixels to centralize data for attribution

38 Benchmarking Plan Improve Find Industry Data Analyze Collect Your Data 38

39 Facebook Average Automotive Cost Per Like $1.12 Global Ad Click- Thru Rate.56% Global Ad Cost Per Click $.53 Average Cost Per Website Click $1.25 Numbers from October 2014 expect all to rise throughout

40 Twitter and YouTube By the Numbers Twitter Average Engagement Rate: 1.7% Twitter Average Cost Per Engagement: $.70 Twitter Average Cost Per Follower: $

41 #AdsFail Common Mistakes 41

42 Examples of What Not to Do Lease now for $299 abcmotors.com Wrong Image Size Too Much Text Wrong Targeting 42

43 Don t Do These Either Ad Exhaustion or Overexposure Competing Targeting If in-house and agencies running campaigns for you coordinate! 43

44 Your Turn Summing It Up 44

45 Do it Yourself: Build Your Own Campaign Set Goal Pick Platform and Ad Type Design Ads With Relevant Offers, Eye-Catching Creative, and Calls to Action Measure Results, Improve, and Repeat 45

46 Social Ad Management Considerations TIME Do you have adequate free time to set up and monitor your campaigns? EXPERIENCE & KNOW HOW A successful campaign can be very demanding even for the experienced advertiser. MONEY You may take a hit figuring out what works. Are you ok with it? If you handle it in-house, remember there is a learning curve, it can be costly! 46

47 Social Ad Management Considerations TIME You ll save a lot of it. EXPERIENCE & KNOW HOW You can expect better results from experts in the field. They ve already done the testing for you. MONEY You ll pay a management fee but there are affordable options out there (Average between 25% - 50% depending on features) PEACE OF MIND Expect to see a much better return from a professionally managed campaign.

48 Questions? 48

49 Please visit the NADA University Online booth in the Expo Hall for information on accessing electronic versions of this slide presentation and the accompanying handout material, and to order the workshop video-recording. Social Advertising: I ll Click on That! Erica Sietsma VP, Business Development Digital Air Strike New York, NY #dasnada