FACEBOOK LEAD GENERATION The Goal AÂ 7-dealership automotive group throughout Texas wanted to implement a strategy for car buybacks to each local area to encourage trade-ins for new cars. This particular dealership allowed for customers to either use the $3000 as a trade in value OR they will purchase your car from the customer for the exact same trade-in value.
The Strategy The problem with traditional media was that traditional television and radio as too expensive to guarantee the level of buy-backs wanted. Utilizing the power of social media, I decided that a lead generation Facebook ad would be the most beneficial. Interested users could send in information such as car type and mileage directly to the appropriate sales people to start the appointment process of trade ins for new vehicles to move inventory.
The use of video increased ad engagement due to the organic, fun, genuine feel of the Cash For Clunkers campaign review ad
DELIVERING LEADS RIGHT TO YOUR CRM Single-Month Marketing Campaign Results By Jasmine Griffin
Impressions
CTR
174,066
2.7% Auto Industry Average: .80%
Reach
Cost Per Action
51,712
28.21 Auto Industry Average: $43.84
Link Clicks
Avg. Frequency
Leads
1,100
2.24
114
The dealership group reported record trade-ins and sales during the duration of this multimonth campaign profiting tens of thousands. For all dealerships, we used customized radius and audience targeting to ensure that we advertised to local customers who would most likely commute to their local store. Other effective methods of lead follow-up was recommended to the dealerships to ensure the success of the campaign.
industry souce: https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
JASMINE GRIFFIN
The Results