Updated: Nov 25, 2020
It’s no secret that over the past few months, organic reach on social media platforms like Facebook has declined. Organic reach refers to how many people you can reach for free on Facebook simply by posting to your page, without promoted posts or advertisements. If you manage a Facebook business page and have enjoyed a broad reach to your audience, chances are, you’ve noticed the decline.
The good news is that Facebook ad engagement is increasing, and strategies like creating custom retargeting campaigns can be a low-cost way to get your dealership in front of a wider and more targeted audience. In many cases, dealers can reach a targeted audience of 10-15,000 potential customers that drives approximately 500 visitors to their website with an investment of around $300.
Facebook Custom Audience and Retargeting Campaigns
A Facebook Custom Audience is an ad targeting option that lets you find your existing audiences among people who are on Facebook. You can use sources like customer lists, website or app traffic, or engagement on Facebook to create Custom Audiences of people who already know your business. Further, you can use your Custom Audience to create a Lookalike Audience, which are lists of people to target with advertising who are similar to the people currently engaging with your business.
Retargeting (or remarketing) simply means reminding people about the trucks they've browsed on your website. When you use dynamic ads, people may automatically see a truck from your inventory or similar commercial, medium- or heavy-duty trucks to what they previously viewed. This is a highly personalized approach. Businesses can advertise to those who have already visited their website, app, store or Facebook page; automatically personalize ads for every customer, use dynamic ads to show people items they’re most interested in and build brand loyalty by showcasing new products to your best customers.
Why is Organic Reach Declining?
People around the globe are still joining social media and engaging. In fact, We Are Social earlier this year reported that “latest data show that the number of internet users and social media users around the world have both increased by more than 300 million over the past twelve months, despite delays in reporting in some key countries due to the coronavirus outbreak.” So what gives?
According to Facebook for Business, there are two main reasons organic reach is declining: more content and news feed algorithms.
More content is being created and shared. To the first point, with more content comes more competition. “There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.”
Algorithms are improving. “Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.”
All of that said, there are several ways you can help make sure your campaigns are successful.
How to Optimize Your Website to Get Click Through Traffic on Facebook
In addition to running targeted ads, you’ll want to ensure your website and landing pages are in tip-top shape.
Tailor content to your target audience, such as through vocational targeting. Make timely posts that appeal to vocations such as landscaping companies, plumbers and utility companies, moving and delivery businesses, and others.
Make sure your keywords are clear for all landing pages and that you have landing pages for search content with the most searches. Include things like featured truck inventory, brand specific pages, features, and anything that sets your dealership apart from the rest.
Research your top competitors to see how they’re ranking and terms your buyers might also be looking for, such as truck models you offer, dealership specials, OEM parts, etc..
Ensure you don’t have technical SEO issues that will ruin your user experience, like broken links, redirects, 4XX errors, a slow site speed, not being mobile friendly, etc.
Use internal links where appropriate.
MMG recently ran Section 179 campaigns for U.S.-based clients. The average click through rate (CTR- the number of clicks advertisers receive on their ads per number of impressions) was 1%, which is higher than the industry average of .8%. Dealers who performed the best had:
“Request quote” buttons
In addition to sprucing up your website, we can help ensure your Google My Business and directory listing pages are up to date, run ad and remarketing campaigns and create custom, SEO optimized content for your dealership. Learn more today!