Create an Effective Facebook Strategy That Doesn’t Feel Evil · •Inventory retargeting ads with average of 14¢ CPC 6. Facebook’s Crises & Changes 7. Facebook’s Crises & Changes

Create an Effective Facebook Strategy That Doesn’t Feel Evil

Matthew Stoffel

Outreach Manager | 9 Clouds | Sioux Falls, SD

(855) 925-6837 | [email protected]

@9clouds#NADASHOW

The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker’s company, product or services.

Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.

2

The Reality of Facebook

• Part of a digital advertising duopoly

• Tricky past with user data

• CEO who will never leave

3

The Other Reality of Facebook

• Town square of the internet

• Unparalleled targeting

• You HAVE TO use it

4

The Other Reality of Facebook



• You HAVE TO use it

5

Paid Facebook is Imperative

• Only about 6% of your audience sees your organic posts

• Inventory retargeting ads with average of 14¢ CPC

6

Facebook’s Crises & Changes

7

Facebook’s Crises & Changes

• Post-Election Algorithm Tweaks

• Cambridge Analytica & Third-Party Data Use

• Special Ads Categories

Upcoming:

• Dynamic Ads to AIA

• Marketplace for New Vehicles

• Potential Government Regulations

8

Special AdsCategories

9

How Do We Reach Buyers While Respecting Their Privacy Concerns?

• Consumer-conscious targeting

• Third-party data

• Marketplace

• Organic reach

• Looking ahead

10

Happy Consumers Means Happy Dealers

• Community-trust

• Better tailored experience meansbetter performance

11




• Marketplace

• Organic reach

• Looking ahead

12

Facebook Ad Targeting

13

• Geographic and demographic targeting

• Interest-based targeting

• CRM data (Custom and Lookalike audiences)

• Website and video retargeting

• Third-party data from groups like Oracle

14

Top of Funnel Targeting

● General interest-based groups

● Lookalike audiences (based on customer lists)

Middle of Funnel Targeting

● Website visitors

● Custom audiences (to re-engage)

Bottom of Funnel Targeting

● Conversion Page Retargeting



15

• Geographic and demographic targeting

• Interest-based targeting

• CRM data (Custom and Lookalike audiences)

• Website and video retargeting

• Third-party data from groups like Oracle

Leveraging Your CRM Data

16

Leveraging Your CRM Data

17

18

Retargeting — Have Clear Boundaries

• Keep frequency reasonable to prevent fatigue/outrage

• Sculpts the ad funnel to match the buyer’s journey

• Outpaces competitors in key moments of engagement

19

Exclusion Audiences are Your Best Friend

Consider Consumer Value

20

• Relevant

• Attention-grabbing

• Timely

• Targeted

• Offer a crystal-clear next step

Third-Party Data

• Still available through agencies with a data partner

• Vehicle info

• Credit info

• Housing info

• All of the info

21

Third-Party Data

22

23




• Marketplace

• Organic reach

• Looking ahead

24

People Turn to Facebook in Crisis

25

Truck Month Can Wait — Hit Pause

26

Marketplace

27

Marketplace

28

• Shoppers looking for ‘Craigslist’ deals

• Be quick & human

• Consider curating

• New vehicles will be back when Facebook defines “value”

Marketplace — Be Quick & Human

29

30

Organic Social is Dead

Only About 6% of Your Audience Sees Your Organic Posts

Page has 1,000 likes,

60 people will see post

(unless it gets extreme engagement)

Just like Vegas:

Social media is pay to play.

31

What is Coming Next for Facebook?

• AIA

• Marketplace-only independent dealers

• Expansion of Facebook Watch

• Government regulations & Facebook’s plan

• Looking ahead

32

AIA

33

Facebook-Only Used Dealers

34

Expansion of Facebook Watch

• Facebook streaming platform

• Community posts (YouTube)

• Also original shows (Netflix)

• And sports (ESPN)

35

Expansion of Facebook Watch

36

Facebook Watch

37

• Pre-roll and mid-program commercial opportunities

• Sponsored posts in feed

• Industry-specific content

Government Regulation

• Calls for more oversight, protections– Canada could provide a model

• Calls to break-up Facebook

• Facebook’s desire toself-regulate

38

Facebook in Canada

Canada has made privacy and digital consent a legislative priority

• No third-party data

• Greater political constraints

• CASL Opt-Ins (Email)

In the states...39

40

Facebook’s Platforms

Weave together to becomeinseparable

41

The Reality of Facebook

• Part of a digital advertising duopoly

• Tricky past with user data

• CEO who will never leave



• You HAVE TO use it 42


43


1. Excellent targeting in a sculpted funnel

2. Keep user experience top of mind

3. Have answers ready

4. Stay informed on further changes

44

45

Create an Effective Facebook Strategy That Doesn’t Feel Evil

Matthew Stoffel

Outreach Manager | 9 Clouds | Sioux Falls, SD

(855) 925-6837 | [email protected]

@9clouds#NADASHOW

Documents

Create an Effective Facebook Strategy That Doesn’t Feel Evil · •Inventory retargeting ads with average of 14¢ CPC 6. Facebook’s Crises & Changes 7. Facebook’s Crises & Changes