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In Part 1, I introduced a free tool on Facebook that offers insights about your dealership’s target market. But once you know these consumer trends – what do you do with them? In this article, I’ll break down each section of your Audience Insights and help inspire new audience ideas that you can use to find and convert new customers. PLUS, I’ll show you 9 of the best Facebook campaigns for auto dealers you can deliver to those users RIGHT NOW.

Last week, I wrote an article about a free tool called Facebook Audience Insights to help your dealership identify its ideal target customers.

(If you missed it, you can read it here: Use This “Data Jackpot” To Find WHO Your Dealership Is Actually Selling Cars To – Part 1)

Through this tool, your dealership should have already:

1. Created a Custom Audience based on your dealership’s data.
2. Loaded your Audience into Audience Insights to cross-match it to Facebook’s user data.
3. Explored 6 pages of aggregated data to better understand your dealership’s target audience.

Now for the cool part:

I’m going to help you use those insights to create 9 of the best Facebook campaigns for auto dealers.

If you’ve already created Custom Audiences and Lookalike Audiences…

…using Audience Insights to manually create your next conquest campaigns is the next step to finding and converting more users on Facebook.

A Few Things To Know About Audience Insights

Remember, the Audience Insights tool pulls trends by matching your dealerships data to active Facebook’s users.

Once you load one of your dealership’s Custom Audiences into Audience Insights, you’ll see 6 core pages of reports:

• Demographics
• Page Likes
• Location
• Activity
• Household
• Purchase

These reports measure data trends of your audience (i.e., does your customer list have more male or female buyers?) represented by blue bars.

Plus, they show how your customers “Compare” to all of Facebook’ users (represented by gray bars).

And, remember:

While this isn’t a 100% accurate research tool for ALL of your customers…

…Audience Insights DO offer a good idea of who your customers are based on user records matched on Facebook.

Campaigns built from these insights are proven to help you conquest more prospects near your dealership because they’re based off of your store’s own data.

Keep all of this in mind as we build our campaigns!

9 Of The Best Facebook Campaigns For Auto Dealers Using Audience Insights

These campaigns will combine data, your assumptions, and some good ol’ fashioned creativity.

While you can use Insights for specific comparisons like Pre-owned vs. New buyers or characteristics of people who buy exact vehicle models…

…in this article I’ll use a dealership’s full customer file as our example.

Let’s dive in!

DEMOGRAPHIC campaigns:

In the DEMOGRAPHICS tab, your dealership will learn general demographic info like top age ranges, gender, and education level:

Key things to look for:

• Did more women buy from you, or more men?
• What are the top 3 job titles?

Campaign #1: Reduce a demographic gap

Campaign #2: Harness a unique job role

PAGE LIKES Campaigns:

The PAGE LIKES tab holds my favorite customer insights.

Inside, you’ll find a list of Facebook Pages that are most relevant to your audience based on Pages they’ve already Liked…

…PLUS a ton of insights into what your audience is interested in, from the sports teams they like, to the TV shows they’re watching, to the public figures they follow.

This is a goldmine for creating new Facebook audiences.

Key things to look for:

• At least 2 Top Categories / Page Like trends you can tie your dealership into that your audience is also interested in

Campaign #3: Resonate with a core belief

Campaign #4: Share a common interest

ACTIVITY Campaigns:

Under the ACTIVITY Insights tab, you’ll find two important factors: Frequency of Activities and Device Users.

Key things to look for:

• How engaged our Audience is with Businesses on Facebook
• What device they’re using to access Facebook

Campaign #5: Urge actions your users want to take

Campaign #6: Try specific device placements

HOUSEHOLD and PURCHASE Campaigns:

While both the HOUSEHOLD and PURCHASE tabs are full of awesome data, there are 3 insights that I think your dealership will find most helpful when building its campaigns:

Key things to look for:

• What income levels to target
• Any unique purchase behaviors
• IN-MARKET AUTOMOTIVE DATA BY VEHICLE STYLE (!!!)

Campaign #7: Zero-in on an income range

Campaign #8: Discover a unique purchase trend

Campaign #9: Narrow inventory by preferred styles

Wrap Up – 9 of the Best Campaigns For Auto Dealers Using Audience Insights

There you have it:

9 campaign ideas created from Facebook’s Audience Insights.

Ready to create your own campaigns? Call us at 941-366-6760 or click here to request a Facebook demo with our team and start targeting audiences like THIS right now.

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