Challenge
For many auto dealers, Facebook advertising is a go-to marketing strategy. Dealers are able to target new-to-market shoppers, engage with those who have been on their website, and reengage customers to return for service or when they are ready to buy a vehicle again. The bread and butter of targeting engaged shoppers is the ability to retarget them with the exact vehicle they searched on the website, called dynamic retargeting. At the beginning of 2020, the California Consumer Privacy Act (CCPA) went into effect. The Act “gives consumers more control over their personal information that businesses collect about them.” Due to these changes, many automotive dealerships in California lost the ability to target consumers with dynamic retargeting ads on Facebook. Then, the pandemic shut down most of California. With less foot traffic due to COVID, some dealerships looked to inventive ways to target, and retarget, customers who were no longer seeing their dynamic retargeting ads.
Solution
While there still isn’t a sure-fire way to dynamically retarget California residents with ads, 9 Clouds was able to customize Coachella Valley Buick GMC’s Facebook advertising strategy to offer successful advertising and online branding for their dealership. The dealership, located in Indio, California works with a strategy that targets shoppers throughout the automotive sales funnel. Using diverse creative, 9 Clouds develops ads that include retargeting website page traffic, lead generation, and click-to-call. Ads include new inventory, used and certified pre-owned, as well as service. At the beginning of the COVID-19 pandemic, when California mandated a state-wide stay at home order, Coachella Valley Buick GMC turned off their advertising. Within days, Facebook campaigns were turned back on and a healthy stream of website visitors was brought in from Facebook ads. Because the targeting was well-strategized, 9 Clouds was able to keep customers engaged with Coachella Valley Buick GMC’s ads and help move them through the sales funnel.
Results
Within 33 campaigns during a six month period, Coachella Valley consistently produced impressive results. Facebook Average Cost Per Click – $0.21 Facebook Average Click-Through Rate – 2.43% Return on Ad Spend – earned $3.29 in sales for every $1.00 of advertising spent
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