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Brent Albrecht

Brent Albrecht National Sales Director

Exclusive Blog Posts

The Perennial Sales Starter Kit

The Perennial Sales Starter Kit

Outside of having some online training that I could do on my own time, a 2-Day Sales Training Course, shadowing the top Sales Consultant (at my initiative)…

How SEO Impacts the Service Department

How SEO Impacts the Service Department

Digital marketing in the dealership often is viewed and conducted solely from a sales perspective. But the service department, often called the "backb…

What 89% of salespeople are failing to do...

What 89% of salespeople are failing to do...

  According to Dale Carnegie only 11% of salespeople ask for referrals. We all know how valuable referrals are but when it comes time to ask for a …

Why Your Online Shoppers Don’t Take the Bait

Why Your Online Shoppers Don’t Take the Bait

You think you’re dangling an enticing lure in front of your customers’ eyes. You plan to set the hook and reel them in. But what you don&rs…

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Want Better Targeting with Facebook Ads? Now you have an "AND"

For those of you who spend any amount of time using Facebook advertising and targeting specific audience segments I think you’ll be really excited about this latest change that Facebook is made.  We saw this change in the Business Manager account in previous weeks, and now it is on your Ad Manager when you create new ads. 

The change you will see, is that now, when creating audience targets, you have the option to narrow your audience with multiple demographic and behavioral selects.  Now these categories have always been here, but in the past, you had to add multiple selects together, in what we would call using an OR operand.  Meaning, if you selected “Married”, and then “Incomes $100,000 and higher”, what you were really getting is a combined audience of all Married people and all People with Income $100K+  (represented in the chart by the red, yellow and orange areas combined). 

What you were likely hoping for was to reach married people who were also high income, (the orange only area) but previously this was not an option.  So while you could target the combined audiences of these two segments, you also hit those extra audiences of people who were only married or only high income – much less efficient.  With the new options, you can narrow your audience to exactly what you want (in this case the orange segment above), and you are not limited to just two parameters.  You  can continue to narrow your audience until it gets so small it is too small to target.  For example, you can target married people, with high income, who own a Toyota, and that Toyota is older than 2 years…pretty specific.The targeting options are shown in the image below, and you will see you also have the option to EXCLUDE audiences.  So if I want to reach all Toyota owners, but leave out people who just purchased a vehicle in the last 6 months, I can exclude that audience.  Your options to reach very specific segments with Facebook targeted ads have increased dramatically.  By adding this “AND” option to targeting, your ads can be much more efficient so you reach only the audiences you really want to see your ad, and if they are well targeted, response rates should increase as well.

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