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From: Jared Hamilton
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Andrew James

Andrew James Digital Marketing Manager

Exclusive Blog Posts

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WEBINAR RECORDING - How To Amplify Your Sales Productivity by 50-100% and Drive Greater ROI

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Facebook Ads Are Dead

"Facebook advertising is over."

"DOA."

That’s what a lot of digital marketing “gurus” are saying right now, after all the data and privacy news Facebook is facing.

My thoughts?

I think the way we advertise on Facebook will change, including how we access personal data to build our audiences.

But as far as Facebook advertising goes, it’s still business as usual.

Are Facebook Ads Dead

Let’s play devil’s advocate and say that Facebook ads go the way of the dinosaur.

What would happen?

Well, for some dealerships, a majority of their leads would dry up overnight.

These dealerships placed a big chunk of their eggs in the Facebook basket.

But here’s what I think: Facebook is just one of many places that you can get traffic.

In fact, successful dealerships will have more than one source of traffic and leads, and not become too dependent on one.

Take a look at your Google Analytics, and under the Acquisition menu find your top channels of traffic.

That pie chart should have equal representation across organic and paid channels.

Top Channels Google Analytics

So my advice is to stop worrying about things you can’t control, like paid acquisition, and start focusing on building a real, tangible asset through Search Engine Optimization.

With SEO best practices in place, including an easy to navigate website, searchable and indexible content, and trusted sources of authority citing your website, you’ll have a lead generating machine that will continue to work as advertising platforms come and go.

Kelly Kleinman

I will never believe in a million years that any dealership ever attributed a large lead pipe to anything in Social Media.  The traffic that comes directly from social media sources bounces at insanely high rates.  Let's not conflate traffic with leads.  Social media provides visibility, and at best minute, incremental sales.  Display traffic is another phantom, with bot-generated traffic ratios that would choke an anaconda.  I agree that your best quality traffic is organic, direct, and paid. Plus, a site visit could have easily been initiated by a paid search after they saw a TV commercial, or an organic classified site listing (ex. www.usedcarsnear me.com) that led to a dealer VDP.  There are too many touch points out there during a typical vehicle search to attribute origin with much pinpoint accuracy. 

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