Friendemic
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.
Friendemic
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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Friendemic
Why are dealers not completing their staff pages with photos?
This is just a short rant, but I see this all the time. If you go to a dealer's website, and look at the "Meet our Staff" page you might see something like this: A single name and phone number, and possibly an email address, with a big black silhouette where a photo should be. Sometimes there will be just a single person as a contact, sometimes you can see multiple black silhouettes filling the page. How have you not gotten around to adding a photos yet? My guess is that some dealers do not think that is important. I think this sets the stage for how you view digital marketing. One of the ground rules to succeed in digital marketing, is to treat digital customers the same as "real world" customers. Don't give them less service, don't wait to respond to them, or treat them as any less important than customers who stop into your dealership. Having photos on your website is part of this as well. It is hard enough to establish a personal connection with someone by email or text, but please, at least put a face to go with the name. How much nicer is it for a customer to walk into a dealership, and see that same friendly face they have been talking to online? This is an easy fix too. You don't need to hire a professional photographer, your iPhone will do if that is all you have. Find a light wall in the dealership, where you have good lighting (no shadows on faces) and shoot the photos. At the very least you should have photos of Sales and Service Managers, sales people, and other customer facing employees. I think it would be challenging to market your dealership as "friendly" or "personal" if the only images of your team are faceless black shapes.
12 Comments
Conversica
Either that or the staff page is non-existent. I sometimes feel that these are dealerships that have a high turnover and/or no long term employees or simply do not care about their digital marketing efforts. You are right on target with this post Brent.
Kelley Buick Gmc
staff pages are very important! However we have decided to wait until a person has been at the dealership for a few weeks before adding them
M10 Marketing Firm
Amen! I recommend taking it a big step further. As an example: http://www.teamkarlmalonetoyota.com
Kia of Cornwall
@Dustin why do they use a microsite for their staff page? I saw this site a couple of months ago and I put together plans to create staff video intros for each of our staff but I never carried out with it. I was just curious based on your customers, how do they keep the site updated / who makes new canned videos for new hires. If I remember correctly Karl Malone Toyota had a brunette with glasses doing declined work videos for service, I don't see her on the site anymore. Does that mean when they hire a new service adviser, they will have to do another canned video response series + Train the new hire on process?
M10 Marketing Firm
@Taylan We use a completely different site for the staff page because we have much more creative control over the site instead of being so locked into the standard templates of the usual inventory sites, plus it creates more portals online that lead back to the dealership. There is also more to it than a few intro videos, and my clients that fully integrate and use what we create for them see very good results. It is not just having the tool, but using the tool in the most productive way. We shoot all the new videos of new hires as well as additional content. Some dealers want new hires up immediately, and some want to wait until they have been around for a couple of months to make sure they stick around long enough to make it worth everyones time. So we take care of all the new video content and updating the site. I have been in dealership management and I know how busy things can get. Most dealers find that having us do the work gives them better results and does't add more to already overloaded staff members. There are also some very good reasons why we do the videos the way that we do as well. Yes KMT had a brunette service advisor who did a great job with her videos, but she no longer works there and there have been a couple of new service advisors added. The sales department has also had quite a few personnel changes. The process is quite easy for a new hire. One of my main goals was to make this as efficient for dealers as possible so that their staff can focus on what they do best (sell cars and advise service) rather than spend a lot of time with video. It literally only takes 15-30 min for a new sales or service rep. As far as the process goes of using the content, that is where we step in and help the dealership automate the process, so again the new hires don't really have to do much at all outside of their regular duties. So one of the main benefits that we create is that the dealership can have an automated relationship building video program for their entire frontline staff and reap the rewards from that without investing much time at all from that staff, and they get the rewards from all of their staff not just the one or two at any given dealership who might be motivated enough to do this kind of thing on their own. It is so unobtrusive to a dealership to do this, we take care of everything for them it is really a piece of cake, and it so easy to get a great return on investment each month because when it is set up right and used, it is very effective. I am curious, why did you not carry out your plans to do the videos?
DrivingSales
The http://www.teamkarlmalonetoyota.com still holds as the best staff page I've come across!
Friendemic
Dustin - thanks for sharing , I LOVE that page, great example!
M10 Marketing Firm
Thank Josh! Thank you Brent! Thanks for writing this post as well. So much of this business is about relationships. Your sales staff are the ones who your customers deal with, we should be marketing them and the great customer experience as much as the cars. You can get a car anywhere but you can't get a great experience and a relationship with a true professional anywhere. Be Different Be Better.
Maryann Keller & Associates
While updating the staff page(s) should be a relatively simple task for an auto group, we are a bit slow to get changes implemented. While it's not my intent to make excuses, part of the challenge for us is the amount of employees in our group and the lack of a decentralized process for our staff pages. Our photographer works for our marketing dept, whereas our IT dept adds/remove staff (based off of HR notifying them), and then there's the employees themselves (that in some cases, refuse to be listed). For us, I must admit, our process is a bit bureaucratic. :-)
Friendemic
Why are dealers not completing their staff pages with photos?
This is just a short rant, but I see this all the time. If you go to a dealer's website, and look at the "Meet our Staff" page you might see something like this: A single name and phone number, and possibly an email address, with a big black silhouette where a photo should be. Sometimes there will be just a single person as a contact, sometimes you can see multiple black silhouettes filling the page. How have you not gotten around to adding a photos yet? My guess is that some dealers do not think that is important. I think this sets the stage for how you view digital marketing. One of the ground rules to succeed in digital marketing, is to treat digital customers the same as "real world" customers. Don't give them less service, don't wait to respond to them, or treat them as any less important than customers who stop into your dealership. Having photos on your website is part of this as well. It is hard enough to establish a personal connection with someone by email or text, but please, at least put a face to go with the name. How much nicer is it for a customer to walk into a dealership, and see that same friendly face they have been talking to online? This is an easy fix too. You don't need to hire a professional photographer, your iPhone will do if that is all you have. Find a light wall in the dealership, where you have good lighting (no shadows on faces) and shoot the photos. At the very least you should have photos of Sales and Service Managers, sales people, and other customer facing employees. I think it would be challenging to market your dealership as "friendly" or "personal" if the only images of your team are faceless black shapes.
12 Comments
Conversica
Either that or the staff page is non-existent. I sometimes feel that these are dealerships that have a high turnover and/or no long term employees or simply do not care about their digital marketing efforts. You are right on target with this post Brent.
Kelley Buick Gmc
staff pages are very important! However we have decided to wait until a person has been at the dealership for a few weeks before adding them
M10 Marketing Firm
Amen! I recommend taking it a big step further. As an example: http://www.teamkarlmalonetoyota.com
Kia of Cornwall
@Dustin why do they use a microsite for their staff page? I saw this site a couple of months ago and I put together plans to create staff video intros for each of our staff but I never carried out with it. I was just curious based on your customers, how do they keep the site updated / who makes new canned videos for new hires. If I remember correctly Karl Malone Toyota had a brunette with glasses doing declined work videos for service, I don't see her on the site anymore. Does that mean when they hire a new service adviser, they will have to do another canned video response series + Train the new hire on process?
M10 Marketing Firm
@Taylan We use a completely different site for the staff page because we have much more creative control over the site instead of being so locked into the standard templates of the usual inventory sites, plus it creates more portals online that lead back to the dealership. There is also more to it than a few intro videos, and my clients that fully integrate and use what we create for them see very good results. It is not just having the tool, but using the tool in the most productive way. We shoot all the new videos of new hires as well as additional content. Some dealers want new hires up immediately, and some want to wait until they have been around for a couple of months to make sure they stick around long enough to make it worth everyones time. So we take care of all the new video content and updating the site. I have been in dealership management and I know how busy things can get. Most dealers find that having us do the work gives them better results and does't add more to already overloaded staff members. There are also some very good reasons why we do the videos the way that we do as well. Yes KMT had a brunette service advisor who did a great job with her videos, but she no longer works there and there have been a couple of new service advisors added. The sales department has also had quite a few personnel changes. The process is quite easy for a new hire. One of my main goals was to make this as efficient for dealers as possible so that their staff can focus on what they do best (sell cars and advise service) rather than spend a lot of time with video. It literally only takes 15-30 min for a new sales or service rep. As far as the process goes of using the content, that is where we step in and help the dealership automate the process, so again the new hires don't really have to do much at all outside of their regular duties. So one of the main benefits that we create is that the dealership can have an automated relationship building video program for their entire frontline staff and reap the rewards from that without investing much time at all from that staff, and they get the rewards from all of their staff not just the one or two at any given dealership who might be motivated enough to do this kind of thing on their own. It is so unobtrusive to a dealership to do this, we take care of everything for them it is really a piece of cake, and it so easy to get a great return on investment each month because when it is set up right and used, it is very effective. I am curious, why did you not carry out your plans to do the videos?
DrivingSales
The http://www.teamkarlmalonetoyota.com still holds as the best staff page I've come across!
Friendemic
Dustin - thanks for sharing , I LOVE that page, great example!
M10 Marketing Firm
Thank Josh! Thank you Brent! Thanks for writing this post as well. So much of this business is about relationships. Your sales staff are the ones who your customers deal with, we should be marketing them and the great customer experience as much as the cars. You can get a car anywhere but you can't get a great experience and a relationship with a true professional anywhere. Be Different Be Better.
Maryann Keller & Associates
While updating the staff page(s) should be a relatively simple task for an auto group, we are a bit slow to get changes implemented. While it's not my intent to make excuses, part of the challenge for us is the amount of employees in our group and the lack of a decentralized process for our staff pages. Our photographer works for our marketing dept, whereas our IT dept adds/remove staff (based off of HR notifying them), and then there's the employees themselves (that in some cases, refuse to be listed). For us, I must admit, our process is a bit bureaucratic. :-)
No Comments