We kicked Presidents Club Online off strong today with a great working session about marketing in 2020. Alex Melen and Gail Rubinstein highlighted some of the newest features you should be taking advantage of when advertising on Facebook, Instagram and Google Ads.

Facebook rolling out new Leads Center

Facebook is rolling out the Leads Center which will act as a CRM platform dedicated to your leads on Facebook and Instagram. This allows BDC teams to manage those leads within the Leads Center as well as contact those leads using the Facebook messenger through the Leads Center. This feature is already available to many dealerships in the US and coming soon to Canada. 

Enhanced Machine Learning for Google Ads

AI and machine learning can improve and scale campaigns in a way that has never been done before. Historically, marketers would manually adjust campaigns based on ad performance. Today, dealerships can rely on Google's automation and smart bidding capabilities to automatically manage campaigns much faster and more efficiently than manual methods. Companies utilizing these automation features are seeing a 30% increase in conversion volume from the same ad spend.

New Google Custom Audiences

In the last few months, Google has started offering the Custom Audiences feature to dealerships. Custom Audiences give you the ability to target in-market buyers across the entire Google display network and get cheap clicks. One interesting application of this feature is that dealerships can upload lists of customers currently leasing vehicles and target those customers with new lease offers across the Google display network, which accounts for 75% of the US website traffic. 

Message Consistency

Regardless of the platform or tool, both Gail and Alex emphasized the importance of communicating a consistent message to your audience. These platforms can work side by side to help you accomplish your marketing goals. 

It’s not too late to catch Presidents Club. We will be having more working sessions each day this week that are free to attend. Learn more here.