Power Ford + Dealers United Featured In Automotive News For Success With Facebook Advertising

Power Ford + Dealers United Featured In Automotive News For Success With Facebook Advertising

Power Ford + Dealers United Featured In Automotive News For Success With Facebook Advertising

 🎉  Congratulations Matt & Rob @ Power Ford! We are so inspired by your vision and success, and look forward to many more amazing things ahead. 

Dealers United’s dealer-partner, Power Ford, was featured in the June 15th edition of Automotive News’ for their success with Facebook ads. 

For the month of May, Power Ford was able to attribute more than 50% of their total sales to a shopper who either viewed or clicked one of their ads on Facebook or Instagram. 

Click here to read the full article featured in Automotive News, “Facebook ads help grow dealership’s sales”!

New management, new strategy

According to the article, Power Ford changed management in 2017, and the new owners embraced the idea that they had to do things differently in order to get different results. 

They cut hundreds of thousands of dollars in ad spend on traditional mediums like Google Ads and 3rd party leads, and instead began investing more into Facebook’s platform. 

The dealership believed that Facebook was the perfect platform for them to get out in front of the right audiences and reach them with unique, targeted messages.

In October 2017, Power Ford partnered with Dealers United to implement a full-funnel Facebook strategy which included automotive inventory ads, new car ads, and custom dealership branding ads. 

 
 
 

Since transitioning to Facebook advertising with Dealers United, Power Ford’s results “have been impressive.” 

From 2018-2019, Power Ford cut their overall advertising spend by 21% YoY and simultaneously increased their new car sales by 8% YoY. Meanwhile, the new car market in Albuquerque, New Mexico decreased by 3.2%. 

Our favorite stat? The dealership has won the title of the #1 Ford dealership in New Mexico 7 times in the last 24 months, a title previously held by the same dealership for 28 straight years!

More sales with less spend, even in unpredictable 2020

As most dealerships know, 2020 has not been the kindest year so far in terms of car sales. 

But in spite of this, Power Ford has continued to increase sales and spend less on ads.

How?

Power Ford’s success during these challenging past few months cannot be attributed to one factor alone, but from 2019-2020, one thing is clear: Power Ford continued to invest more into Facebook.

In early 2020, the dealership shifted 15% of their traditional spend to Facebook Ads. After the shift, Facebook comprised 46% of their overall media plan. 

Comparing a 5 month window YOY (January through May, 2019-2020), this totals a whopping 131% YOY increase in Facebook Ads investment! 

Matt Sneed, Director of Marketing and Customer Experience, Power Ford
“Facebook Ads have helped us decrease our traditional media spend and become more profitable than ever,” said Matt Sneed, Director of Marketing at Power Ford. “Since investing into Facebook Ads with Dealers United, we’ve continued to perform above Albuquerque’s new vehicle market by double digits. Even throughout these challenging past months, we’ve been able to reduce our ad spend by 30% and outperform the new Ford market in Albuquerque by 10%. Plus, we saved $70,000 on radio and invested more into Facebook instead, and our leads did not go away. The results we’ve seen from Facebook have forever changed our perspective on advertising.”

The dealership also noticed a higher number of sales matched to their Facebook efforts.

The percentage of total unit sales attributed to Facebook Ads (through Facebook’s Offline Conversion Events) leaped from 22% in 2019 to 41% in 2020. Plus, Power Ford has been able to use their Ford Co-Op dollars and achieve a negative cost per new car sold. 

In total, Power Ford is seeing a 28% YoY increase in dealer profits so far this year, all while saving 30% in total advertising costs.

To read the full Power Ford story featured in Automotive News, click here!

To learn more about Dealers United’s Facebook Advertising solutions, check out our Solutions Page here! 

Watch our On-Demand Demos to learn about our Facebook Ad strategies.

Watch Now

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Get “The 2020 Essential Guide For Dealership Facebook Ads” Free on Digital Dealer Now

Due to the recent pandemic, tradeshows all across the country have been cancelled. Thankfully, our partners at Digital Dealer have created a new, virtual alternative, called Digital Dealer Now.

The platform provides dealers on-demand education at their own online convenience, including Dealers United’s session, “The 2020 Essential Guide For Dealership Facebook Ads,” which is available on the platform free for a limited time.

What is Digital Dealer Now?

This new digital service showcases 100+ of your favorite keynote speakers on up-to-date and pressing automotive subjects, which are rolled out monthly.

You can gain access to exclusive content, news, and e-learning courses aimed at delivering you the latest trends from industry experts.

Educational sessions on Digital Dealer Now cover various topics in 3 categories: Dealer Ops & Leadership, Sales & Variable Ops, and Marketing & Advertising.

You’ll find actionable sessions on consumer behavior, emerging technologies, best practices and proven approaches to support all facets of dealership operations.

Subscription options include 6-month or 12-month access, and both plans include 3-day free trials.

Test Drive DDNOW With Free Access To Our Session

To help dealers test drive the platform, Digital Dealer is giving complimentary access to our session, “The 2020 Essential Guide For Dealership Facebook Ads” presented by our CEO, Pete Petersen.

 

To watch Pete’s session free of charge, simply use our exclusive access code, “DUFREE”.

  • Go here and click “Get Access Now”
  • Select the option to “Purchase The 2020 Essential Guide For Dealership Facebook Ads”
  • Register for a free account
  • On the payment page, enter “DUFREE” in the promo code to bring your total to $0
  • Click “Complete”
  • Enjoy!

This virtual education session expands on Facebook’s Automotive Playbook For Dealers, walking you through essential steps you need to take to run successful dealership Facebook Ads.

You’ll learn how to best set up and optimize your campaigns, plus how to scale up over 12 months and take your audiences from cold prospects to customers for life!

More On-Demand Resources For Your Dealership

Looking for more automotive education? Check out our resources page, which features a few of our favorite webinars and resources like:

…and much more!

Looking for more COVID-19 Resources to help your dealership?

Click Here

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Facebook Launches Private Facebook Automotive Group For Dealerships

Facebook Launches Private Facebook Automotive Group For Dealerships

Facebook Launches Private Facebook Automotive Group For Dealerships

The Facebook Automotive Team just launched the Facebook Auto Marketing Collective Group, a private Facebook Group exclusively for auto dealers and the auto community.

The goal of the new social Group is to connect dealers from across the globe to help each other overcome hurdles and grow together as an industry.

The purpose of the new Facebook Automotive Group

Bob Lanham, Head of Facebook Automotive Retail, defined the Groups purpose as follows:

Upon joining the Facebook Auto Marketing Collective Group, dealers can gain immediate access to Facebook resources and strategies for dealers, as well as receive news directly from the top of the Facebook Automotive Team.

Why dealers should join the Facebook Auto Marketing Collective Group

A group such as this has long been anticipated by Dealers United and the Facebook Automotive Team.

Dealers United and its dealer-partners have frequently been invited to Facebook’s automotive conferences and have hosted events like the State of Automotive alongside Facebook, but has always hoped for an online community of dealers to consistently share best practices and ideas.

Pete Petersen, CEO, Dealers United
“As our name implies, Dealers United has always sought to unify the dealer community, because we are stronger together. We were an early adopter of Facebook before fully transitioning ourselves to solely being a Facebook and Instagram advertising company. Because of our work with Facebook, we have become a Facebook Marketing Partner, have had several of our dealer-partners featured as Success Stories by Facebook, and been able to host events with the Facebook Auto Team. I believe that the Facebook Auto Marketing Collective is going to be a terrific tool to continue to unify dealers with a common purpose and strengthen us as a community.”

The more dealers we can bring together in this forum, the larger our force and collective ideas will become.

How to join the private Group

To join the Facebook Auto Marketing Collective, simply log in to Facebook, visit this page, and click the button, “Join Group.”

You will then need to authorize that you are a Dealership / Dealer Group, OEM, or Agency.

Your request will be reviewed by the Group’s admins and approved upon verifying that you are apart of the automotive community.

Want to skip the form and get instant access to the Group? Add our CEO, Pete Petersen, on Facebook here, and he’ll send you a direct invite!

More Facebook Resources For Auto To Come

With the launch of this Group, it’s clear that Facebook is doubling-down on automotive, and is focusing more horsepower on insights and best practices to help dealers reach their communities as effectively as possible.

Last year, Facebook launched their Facebook Automotive Playbook and Zero Friction Future resources with that objective in mind.

These resources have helped both dealerships and agencies improve their Facebook Advertising strategies to move more metal.

DEALER SUCCESS USING FACEBOOK’S RESOURCES

Power Ford, one of Dealers United’s clients, followed the principles of the Facebook Automotive Playbook and used Facebook to help provide a “frictionless” experience for their customers. These efforts allowed them to save $285,000 on advertising in 12 months and become the #1 Ford dealership in New Mexico 7 times. The agency and dealership were the only Tier III recognized by Facebook for their work with Zero Friction Future in February of 2020, and Facebook continues to help Power Ford sell more cars while spending less.

In addition to joining the Facebook Auto Marketing Collective Group, here are some other ways to stay up to date with the last Facebook Ads resources:

Affected by COVID-19? These resources can help.

Click Here

Blog Author - Brooke Jensen

Written By Brooke Jensen
Brooke handles all of Dealers United’s digital marketing. In addition to her love for design and copy, Brooke also adores her two dog-like kittens, playing the electric violin, and walking barefoot around the office.

Vehicle Inventory Low? 4 Ideas To Source and Re-Stock On The Models You Want (Without Going To Auction)

Vehicle Inventory Low? 4 Ideas To Source and Re-Stock On The Models You Want (Without Going To Auction)

Vehicle Inventory Low? 4 Ideas To Source and Re-Stock On The Models You Want (Without Going To Auction)

While consumer confidence continues to rise and more positive indicators for the auto industry are revealed each week, another challenge is starting to emerge for dealerships:

…diminishing inventory. 

Since vehicle factories and auctions have been closed or suspended over the last few months, many dealers are now worried that they will not have enough inventory to sell as demand continues increasing.

According to Cox Automotive, “new-vehicle inventory is low – less than 3.3 million vehicles by last count, the lowest volume in more than a year.” This puts a significant pinch on high-demand vehicles like SUVs and trucks.

Here are a few solutions your dealership can explore to replenish your inventory immediately and cost-effectively. 

Stock Up On Used Inventory By Going Direct-To-Consumer

Used inventory is an important part of any dealership’s business, but with most dealers relying on auto auctions and trade-ins, supply has come to a screeching halt.

Dealers have calculated costs upward of $1,500 to acquire a vehicle at auction. Factors include auction fees, transportation fees, and depreciation. Not to mention you’re dependent on the inventory selection, times to buy, and delivery schedules that could impact your floor plan.

Instead, dealers should look to source vehicles directly from consumers. Here’s how:

Idea #1: Buy Back Campaigns

A lot of people are looking to sell their vehicles right now, or maybe even just get out of an intimidating payment. 

Use IHS Markit data from Oracle Data Cloud to specifically target owners of desirable model lines your dealership wants. You can even narrow down targeting to owners of Makes, certain Models, and even how long they’ve owned their vehicle.

Then, run a straight Buy Back campaign on Facebook telling consumers that you’ll offer them a great price to buy back their vehicle, and that you’ll take their vehicle even if they don’t buy their next car from you!

Idea #2: Oil Change Special

Present an irresistible oil change offer targeted at specific model line owners.

Build a Facebook Custom Audience consisting of your customers who haven’t purchased or recently, or use Oracle 3rd party data and find owners of the makes you want to show them the offer!

Use a unique price point like “$9.99” to easily track where your service business is coming from and to alert your team to inspect the vehicle while it’s on the lift. If it’s what you’re looking for, make an offer to put them in a new vehicle.

This strategy is a great way to bring in brand defectors who live in your PMA/AOR and are not currently buying from you.

Idea #3: Trade-Up Campaign

Many vehicle owners simply want to stay in the model they’re in already. 

You can run a “trade keys” campaign to allure targeted model line owners to trade their vehicle in for a new model, giving you a desired used unit that you can add to your CPO or used inventory.

Deliver ads showing your easy Trade-In calculator that they can complete from the comfort of their home, or run ads showing exactly which body style (Truck/SUV/Car) you’re looking for.

Idea #4: Advertise What You Have

While there isn’t much you can do about your OEM’s new vehicle supply, there are ways you can maximize and quickly move the inventory that you do have on your lot.

Using Facebook Automotive Inventory Ads (AIA), you can display your live, on the ground inventory to in-market shoppers. 

Look at your SRP’s and heaviest grouped models and budget a larger amount for those units that your dealership has a surplus of.

Prospect shoppers with your live inventory and then retarget browsers of your lower stock inventory to show them what you have available. 

Since customer safety is still key, be sure to explain what remote offers you have, like at-home test drives and deliveries. 

 

Layer your “Why Buys,” or why they should buy from your dealership and what sets you apart, into your ad copy. 

Lastly, display and double down on your OEM’s incentives to show shoppers that right now is a great time to buy!

Recap: A Targeted Facebook and Instagram Inventory Buy Back Strategy

Facebook and Instagram paired with Oracle Data are great tools to get out in front of audiences where they are spending their time right now. 

Reach users who are willing to sell their vehicles to get much needed inventory for your dealership, display oil change and trade up offers with the intention of getting desirable units, and prioritize advertising the inventory you have on the lot now. 

Shopper demand continues to grow after the effects of COVID-19. Be sure that you have the models they want, before they defect to your competitor.

If you need help using Facebook and Instagram to source and re-stock your vehicle inventory, schedule a strategy call with us here. 

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

The Revival Of The Automotive Industry Post-COVID-19

The Revival Of The Automotive Industry Post-COVID-19

The Revival Of The Automotive Industry Post-COVID-19

Memorial Day weekend typically marks the start of “busy season” for auto dealers, but COVID-19 has certainly affected dealers’ sales expectations for this month.

However, with lifted stay-at-home orders, stimulus checks, the delayed tax season, and never-before-seen OEM incentives, consumer confidence is coming back.

Dealership traffic and sales have been down across the nation over the past months, but studies from across the industry are showing that not only has the decline slowed…

…shopper activity is actually starting to increase.

Auto Shopper Intent Is On The Rise

Autotrader has been tracking the anticipated delay in vehicle purchases over the past 6 weeks and for the first time since March 7th, delay percentages are decreasing.

16% more respondents are now expected to purchase within the next 2 months, and 24% of shoppers have gone from being “not sure” when they’re going to buy, to now wanting to purchase sometime within the next 6 months!

Source: Autotrader – “COVID-19 Digital Car Shopping Study”

Additionally, the search term “Is it a good time to buy a car?” has seen a 900% increase month-over-month, and 52% of auto shoppers report that the Coronavirus has still not changed their timeline to buy a new vehicle according to Google, Global Auto Pulse Insights.

Dealer Inspire’s recent studies echo these trends, with a 31% increase in dealership website leads over the past month.  

Source: Dealer Inspire – “Update: Tracking The COVID-19 Rebound For Car Dealers”

One thing is apparent: shoppers are shopping once again.

Vehicle Sales Are Slowly Recovering

According to a recent report by JD Power, sales volume is also up in all 25 major markets except for Denver, Colorado, and April 19th marked the 3rd straight week of improving vehicle sales.  

In their latest Automotive Rapid Response Report, IHS Markit revealed that national registrations are up 48% week-over-week, and there has been a 68% increase week-over-week across the 7 eastern states who are slowly reopening their economies.

New York’s 56% WoW increase alone positively indicates the state’s rebound, after being hit the hardest with almost 1/3 of the nation’s COVID-19 cases.

Source: IHS Markit – “Automotive Rapid Response Report – 29 April 2020

Not only are sales increasing in almost every single market, but they’re projected to continue to increase as the economy recovers and more markets decrease restrictive measures. 

So how can you ensure you’re setting your dealership up to maximize increasing shopper demand in your market once the new-normal begins?

Unlocking Auto Shopper Demand

If one thing is obvious from all these reports, it’s that consumer confidence is on the rise, and Memorial Day may be the mark of a true vehicle sales rebound post-COVID-19.

Here are a few ways you can prepare to capture the upcoming shopper demand:

1. Bring your OEM incentives to the forefront of your message.

According to Autotrader’s COVID-19 Digital Car Shopping Study, OEMs have seen significant lifts in engagement after announcing their incentives and relief programs.

Additionally, shoppers report that one of the biggest triggers that will accelerate their vehicle purchase is if they can find a deal or incentive they cannot refuse.

Source: AutoTrader – “COVID-19 Digital Car Shopping Study”

There are still 49% of shoppers who are delaying, but can still be swayed by incentives.

Pull your OEM Brand incentives down through your messaging, and stretch your ad dollars further by specifically targeting local brand loyalists, or owners of competing brands, who are almost ready to buy.

Using exclusive TransUnion data, you can also build audiences of stimulus check and tax return recipients, showing them tailor-made offers and dealership incentives to further maximize their cash. 

 

Want to see how other dealers are Unlocking Shopper Demand in time for Memorial Day? Click here!

2. Ensure your dealership has an online presence and is visible to in-market shoppers in your market.

Since people are still going to be doing the majority of their shopping at home, the more information your dealership can make accessible to the customer, the better. 

Consumers report that pricing and special incentives are catching their attention in the latest auto advertisements, but that the look of the vehicle, its capabilities and accessories still have a big influence on their buying decisions.

Provide a “Collage Carousel” ad that tours In-Market shoppers through the vehicle exterior, interior, and technology, and then retarget anyone who clicked the ad and visited your VDP with an OEM incentive!

You can also show shoppers your on-the-ground inventory with Automotive Inventory Ads so they can browse without ever having to leave their homes to make a decision. 

Once they visit your VDPs, you can retarget them with lead ads to help them schedule an at-home test drive, apply for financing, or calculate their monthly payment. 

Begin The “Return To Normal”

While we’re all going to need to adjust to the “new normal,” all signs are pointing towards the automotive industry’s recovery. 

The traffic is coming back and almost every market is seeing a boost in sales.

Make sure that your dealership is getting in front of auto shoppers online, where they are spending their time right now. 

Show in-market shoppers your live inventory and dealership and OEM incentives, and increase your dealership’s digital retail services so shoppers can complete as much of the sales process as possible without ever having to step foot in your store. 

We’re not out of the woods yet, but we’re on the right track. 

If your dealership wants to Unlock Shopper Demand in time for this Memorial Day, click here to get started.

Car shopper demand is coming.

Build a plan now

Blog Author - Drew Detweiler

Written By Drew Detweiler
Drew manages inbound and outbound marketing for Dealers United. When he’s not at work, he’s probably enjoying the outdoors, fishing, or eating.

Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!

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