If you own or operate an Auto dealership company or business in your local area or your service is country wide, the most important factor that drives your business is either the user registration or the leads that generate from your website or landing pages.
At the increasing trend of buying used cars or new cars especially from younger generation, you might want to look after the right audiences which can generate best leads and high conversions at the same time better purchase conversion value for your business.
I’ve worked for a couple of car companies who were looking for new leads for the car sales also I worked for few businesses and auto dealers companies who were the subsidiaries to generate more leads and more quality leads in their local area.
Now I’m jotting down some of the best and proven lead generation tactics that you can apply on Facebook ads to generate more leads and qualified leads for your Auto dealership business.
Let’s break down the requirement, or let’s say you have a couple of questions that you might show some interest to learn how the Facebook ad campaigns work for your auto dealership business.
- Recommend list of targeted audience to increase the leads?
- Ways to reduce the cost per leads?
- How to increase the quality of the leads?
- Suggest a content plan for the primary text and the headline of the lead campaign
- Suggest an alternate creative design plan
These are the top requirements or the top questions that I use to get from my clients. Let’s understand every question and the answer that I’m going to provide, this will help you to create / manage your campaigns.
1. Recommend list of targeted audience to increase the leads for Auto dealership Business?
First let’s understand the requirement in the current market how many people are actually interested in buying a new car or people who are into relationships or for daily commuting for daily commuters who are travelling who are recently moved to a new city all this targeting are most relevant targeting for your business solution.
And the actual requirement in the current market from the younger generation to the people who are aged above 50-55 so with all these audiences thus we can actually understand how many types of audiences are actually available in Facebook targeting list also what are the demographics and locations that we can understand one by one.
Let’s consider we’re doing this for a particular Automobile market like INDIA. (The strategy can be applied on any car company/dealership business and in any country).
So coming to the recommended list of targeted audiences to increase the leads, so we have divided the targeting into three categories.
- High relevant targeting
- Relevant targeting based on industry parameters like CTR
- Lateral Targeting based on Demographics and life events of the audiences.
Let’s see the complete list.
Create campaigns based on targeting.
CAMPAIGN – 1
The first one is High relevant targeting list this targeting these are the important audiences where people are actually looking for some kind of people who are interested in car brands, and they want to buy the car within a month or less.
| HIGH RELEVANT TAREGTINGS LIST 1 (Ad Set 1) | |
|---|---|
| Low Cost Cars (for Indian Market) | Hyundai Creta |
| Suzuki Ertiga | |
| Suzuki Swift | |
| Suzuki Wagon R | |
| Must Match(narrow targetings) | |
| Loan |
| HIGH RELEVANT TAREGTINGS LIST 2 (Ad set 2) | |
|---|---|
| Mid Range | Honda Mobilio |
| Honda Accord | |
| Honda Brio | |
| Honda Civic | |
| Honda CR-V | |
| Honda Jazz | |
| Loan |
CAMPAIGN -2
The second type of audience is targeting is based on high click-through rates(CTRs) so these audiences will help you to get the people or get to get the audience to your website which can generate more number of leaves, and you can validate those cleats at your sales funnel.
| Targetings based on High CTRs | |
|---|---|
| TG1 (AD SET1) | Demographics > Work > Employers > Honda |
| Honda | |
| Demographics > Work > Employers > Hyundai | |
| Hyundai | |
| Demographics > Work > Employers > ICICI Bank | |
| ICICI Bank | |
| Demographics > Work > Employers > Mahindra Scorpio | |
| Mahindra Scorpio | |
| Demographics > Work > Employers > Maruti Suzuki | |
| Maruti Suzuki | |
| Demographics > Work > Employers > Tata Motors | |
| Tata Motors | |
| Interests > Additional interests > Ford EcoSport | |
| Ford EcoSport | |
| Interests > Additional interests > Ford Motor Company | |
| Ford Motor Company | |
| Interests > Additional interests > Honda City | |
| Honda City | |
| Interests > Additional interests > Mahindra & Mahindra | |
| Mahindra & Mahindra | |
| Interests > Additional interests > Mahindra XUV500 | |
| Mahindra XUV500 | |
| Interests > Additional interests > Tata Indica | |
| Tata Indica |
| TG2(AD SET 2) | Interests > Additional interests > Honda |
| Honda | |
| Interests > Additional interests > Hyundai | |
| Hyundai | |
| Interests > Additional interests > Kia Motors | |
| Kia Motors | |
| Interests > Additional interests > Maruti Suzuki | |
| Maruti Suzuki | |
| Interests > Additional interests > Toyota | |
| Toyota | |
| Interests > Additional interests > Used Cars | |
| Used Cars |
| TG3(AD SET 3) | Interests > Additional interests > Cars.com |
| Cars.com | |
| Interests > Additional interests > City car | |
| City car | |
| Interests > Additional interests > Family car | |
| Family car | |
| Interests > Additional interests > Hatchback | |
| Hatchback | |
| Interests > Additional interests > Mid-size car | |
| Mid-size car | |
| Interests > Additional interests > Sedan (automobile) | |
| Sedan (automobile) | |
| Interests > Hobbies and activities > Vehicles | |
| 4x4s | |
| NARROW down the above targetings with these interests | |
| Interests > Additional interests > Car finance | |
| Car finance | |
| Interests > Additional interests > Loan | |
| Loan |
| TG4(AD SET 4) | Interests > Additional interests > Nissan |
| Nissan | |
| Interests > Additional interests > Renault | |
| Renault | |
| Interests > Additional interests > Volkswagen | |
| Volkswagen | |
| NARROW down the above targetings with these interests | |
| Interests > Additional interests > Car finance | |
| Car finance | |
| Interests > Additional interests > Loan | |
| Loan |
CAMPAIGN – 3
The third type of audiences are actually a lateral targetings list you can experiment the lateral targetings with lower budgets. These can be people who are related to demographics, life events or into relationships or they have additional interest on loans are car finance etc.
| TG1 (AD SET 1) | Demographics > Life events |
| Away from family | |
| Away from home town | |
| New job | |
| Recently moved | |
| Commuters | |
| TG2 (AD SET 2) | Demographics > Relationship > Relationship status |
| Engaged | |
| Married | |
| Interests > Additional interests > Car finance | |
| Car finance | |
| Interests > Additional interests > Loan | |
| Loan |
This campaign and audience structure would help you to understand what type of interests targeting are working for your auto dealership business in the long run.
2. Ways to reduce the Cost Per Lead(CPL) on Facebook Ads
Let’s consider one of the example landing page that we have from Volkswagen.
Example landing page of Volkswagen
this is the top blocks content on the landing page. Here on this landing page you can observe many things.
- the banner has high quality image and taking more time to load
- there’s no form to fill – so the lead rate is low because the user has to visit another page to fill the form
- there are multiple design elements and images and videos, icons on this page, this reduces page loading speed so it’s very low
The above-mentioned points help you to increase the landing page performance, that will help you to get more leads from your landing page, that helps you to reduce the CPLs on Facebook ads.
Coming to other important factors that can reduce Cost Per Lead on Facebook Ads:
- Set your campaign goal to lead generation – Sometimes you might want to generate more leads without sending the users to your website, because either you don’t have a website or even it is there it has some problems. In that situation, you can use FACEBOOK LEAD GENERATION ADS to generate leads to your business. But you need to add the right questions to qualify the leads at entry level.
- Limit the number of form fields – this will help the users to fill accurate information in less time.
- Narrow your target audience – you can refer to the targetings section there we have layered some audiences with LOAN and CAR FINANCE related targetings to make sure the audiences are narrowed to the maximum extent and could be your potential customers.
- Limit your ad placements – as far as I’ve observed from multiple auto dealership clients, the most worked placements are FACEBOOK NEWSFEED, INSTAGRAM NEWSFEED and STORIES on both platforms. Using Messenger, Audience network, sidebar placements didn’t work and they attract wasteful clicks from the targeted audiences.
- Run Retargeting and LookALike campaigns on Facebook Ads to attract the potential customers for your auto dealership business because that would attract the audiences who are already aware of your brand.
- Try Boosting the organic Facebook posts – Ever tried boosting your posts on Facebook or Instagram for your business? If not then you should do this weekly at least once with the audiences who watched your videos, page followers or people who engaged with your page for your local area audience.
- Run A/B tests on Facebook Campaigns – Try different creatives, videos, different types of Ads, targeting every time if something is working fine or some campaign is going down in terms of performance. Testing your campaigns will help you to understand which component of the campaign is working for your business.
3. How to increase the quality of leads for your Auto dealership business?
- Phone Number Verification via Mobile OTP
- Ask / Give user an option to select / enter the Pincode.
- Ask information about current car for showing average / estimated exchange rate and discounts from the dealership.
4. Suggesting a content plan for the Primary Text and the Headline of the Lead generation campaigns
Here are some examples of content ideas for your ad copies and creatives that you can use for your Facebook ads:
- Holiday season sale offers
- New vehicle models and new introductions
- End of year sale offers
- Summer and winter sale offers
- Incentive focused offers like (ex, rebates, big trade-in value, service center discounts etc.).
| Primary Text | Benefits from the brand / dealership | Get better than best deals on your favourite honda range of cars. đ Low Interest of 7%* per annum. đ EMI starting from Rs. 1111* per lakh only. đ Buy now pay in March 2022. đ€ Book now for priority delivery. đ Best Exchange price at nearest Honda Car Dealership. đ Rush to your nearest Honda Car Dealership. *T&C apply. |
| Primary Text | Features of the car | It’s not merely an evolution, it’s a revolution in supremacy. Features: â Diamond-Cut Alloy Wheels â Full LED Headlamps (1st in Segment) â Digital Speed & Cruise Control Display â Keyless Remote Operation (Including Sun Roof) â Walk Away auto Lock Fall in Love with the new Honda cars. Let the world drool. Book a Test Drive today. Register Now. |
| Headlines | Test Drive available at your doorstep |
| Book Test Drive | |
| Priority Delivery Available | |
| Price cut Up to 3.5L on Exchange | |
| Limited Offers on Exchange | |
| Doorstep Delivery |
| CTA | |
| Book Now | |
| Get Quote | |
| Contact Us | |
| Get Offer |
6. Creatives design plan for your Auto Dealership Business
- Try carousel ads with car interiors and exterior photos
- Try Video Ads for better CTRs
- Personalization with MEN, WOMEN & FAMILY individual creatives for both banner ads and stories ads
The above blog will help you to make your Auto dealership Facebook Campaigns successful with better lead rate and quality leads. Hope you like the post….please share this if you find this helpful.