From Likes to Leads: TikTok Spark Ads For Car Dealers

From Likes to Leads: TikTok Spark Ads For Car Dealers

From Likes to Leads: TikTok Spark Ads For Car Dealers

There’s no doubt about it: social media is the go-to marketing tool for businesses to engage with their audience and drive sales.

One platform that has taken the social media world by storm is TikTok – and it’s transformed the way that car shoppers consume content and interact with automotive brands. 

TikTok Stats Car Dealers Need To Know: 

  • TikTok is #1 most downloaded app worldwide and the #1 in the U.S.
  • The average user spends 89 min/day on the platform!
  • 564 billion videos consumed per month
  • After seeing auto ads or content on TikTok: 12% purchased or leased a vehicle, 30% searched for more info about a vehicle, 18% contacted an online/local dealership, and 35% talked about It with friends and family

With its skyrocketing popularity and over a billion monthly active users worldwide, TikTok has become a powerful tool for businesses to connect with potential customers and build brand awareness.

And one of the latest, most innovative advertising tools that is gaining traction is TikTok Spark Ads.

It’s not just another ad format; it’s a bridge between authentic organic content and paid brand discovery. Let’s dive into what TikTok Spark Ads are, their benefits, and how your dealership can get started.

Click here to book a demo and schedule time to discover how we can help you leverage Spark Ads to stay ahead of the curve AND beat your competition.

What Are TikTok Spark Ads? 

TikTok Spark Ads were introduced in July of 2021…and since, brands have been utilizing this ad format to interact with their TikTok community, form a real connection with their audience, and drive brand awareness for their dealership.

Remember Facebook’s “Boosting” function that turned a normal post into a paid campaign? This is the same concept but with a lot more fuel in the tank. 

Spark Ads offer the best of both worlds, providing car dealers with a way to create ads from organic TikTok videos while maintaining the native feel and functionality of organic posts — a powerful, genuine way to reach your audience and promote your dealership. 

Users can interact with Spark Ads just like they would with organic videos. They can comment, like, share, visit your brand’s profile, or follow your brand. This level of engagement enhances the user experience and encourages a deeper connection with the brand.

5 Ways TikTok Spark Ads Benefit Car Dealers

1. Increase Brand Awareness and Social Presence 

People are naturally curious about what goes on behind the scenes of any business, especially dealerships. TikTok empowers dealerships to humanize their brand by sharing glimpses of the #salesfloorlife and introduce your dedicated team and culture.

These personal touches can resonate deeply with potential buyers…and make them laugh, too! Consumers connect to narratives, so use TikTok to tell your story. As people get to know your team, you will start to see direct requests to work with your TikTok stars.

2. Improve Visibility and Engagement 

TikTok Spark Ads take out a lot of the guesswork: you’ve already tested your content to see if it performs. Now take the videos with the best engagement, and put some budget behind them. This enables dealerships to show their best performing videos to users who are most likely to engage with the content, ensuring that your message reaches your ideal audience.

With the interactive nature of TikTok, Spark Ads prompt user engagement. Dealerships can incorporate call-to-action buttons that lead viewers to book a test drive, explore financing options, or visit their website—all directly from the ad itself.

Car dealers can foster a sense of community among TikTok users who share an interest in cars, which can lead to increased loyalty and word-of-mouth marketing.

👀 In the example above, Hunt Ford Chrysler posted a TikTok replying to another user’s comment (a popular tactic) then turned it into a Spark Ad that directly links to the car! AND they get bonus points for using the “Wes Anderson” trend. 

3. Leverage Localized Targeting

TikTok’s precise geographic targeting allows dealerships to pinpoint potential car shoppers with a localized approach that can drive foot traffic to your showroom and lead to more sales opportunities. Previously, advertisers could only target by DMA, but with TikTok’s recent updates, you can target by zipcode!

4. Connect With A New Generation of Car Shoppers

TikTok is extremely popular among younger users, making it the perfect platform for car dealerships to engage with millennials and Generation Z consumers, who are shaping the future of the automotive market. These generations are using TikTok not only for entertainment, but also to research brands and find testimonials before making a purchase. Your TikTok Spark Ads will also show up in Search Results.

💡 Did you know? The main audience on TikTok consists of Millennials and Gen Z, who make up 1 in 3 new car registrations. 

5. Dynamic Vehicle Showcasing with Video Shopping Ads

TikTok Spark Ads empower car dealers to creatively highlight their inventory.

Imagine turning test drives, vehicle walkarounds, or demonstrations of high-tech features into immersive TikTok videos that also allow viewers to shop live inventory of your vehicles?!

We know users love the look and feel of organic video. This feature enhances your high performing vehicles with an interactive shopping feature on top of your automotive Spark Ads.

 

Get Started With TikTok Spark Ads For Car Dealers

Before getting started with creating TikTok content (that you will want to turn into TikTok Spark Ads!), we recommend that dealers do some light research on their audience and absorb as MUCH content as possible. 

Get a jumpstart submerging yourself in TikTok content with these 21 TikTok Examples for Car Dealers!

One free tool that you can use to quickly identify user demographics (and more important data, like potential results) on TikTok’s platform is our MarketAnalyzer Tool. 

In terms of doing due diligence on the TikTok platform itself: Look at other dealerships who you admire, your OEM, or even non-automotive brands you like! And utilize the ‘Discover’ tab to search top automotive hashtags, like: #electriccar, #cars, #SUV, #carlovers, #offroad, #driving, #roadtrip, #truck, #carsoftiktok.

Spending the time to research what type of content your ideal audience on TikTok is most entertained by and engaged with will only benefit you.

The TikTok Creator Center offers several tools like the hashtag tracker and trending songs library. Click here to access the TikTok Creative Center.

Once you do that, dealers can post content that’s similar (but not the same!) and include those popular auto-related hashtags in captions where they are relevant.

Take Advantage of Interactive Elements:

With Spark Ads, you can incorporate interactive components like clickable buttons, branded logos, or eye-catching call-to-action (CTA) banners into your chosen TikTok videos. 

These elements guide viewers toward specific actions, such as scheduling a test drive, visiting your website, or exploring your vehicle lineup!

The TikTok Creator Center offers several tools like the hashtag tracker and trending songs library. Click here to access the TikTok Creative Center.

Once you do that, dealers can post content that’s similar (but not the same!) and include those popular auto-related hashtags in captions where they are relevant.

Follow The Trends:

One of the most important things you can do is stay up-to-date with TikTok trends and incorporating them into Spark Ads can boost the visibility and impact of car-related content. 

Trend-focused content is more likely to resonate and perform the best across your TikTok community!

💡Spark Ads allow you to fully express your creativity by using trending music, filters, and captivating visuals to tell your dealership’s story in a fun and engaging way!

Check out how Auto Centers Nissan used this trending audio to showcase the unique color of this truck the above ad example. 

Handpick High-Performing, Relevant TikTok Content:

TikTok Spark Ads have to start somewhere, and they more times than not will originate from your dealership’s content. 

Selecting TikTok videos from your existing content library that align with your brand identity, resonate with their target audience, and have proven to drive success among your audience through organic results.

Steps to TikTok Spark Ads Creation:

Now let’s run through the actual steps you need to take to turn your post into a Spark Ad within TikTok! From the TikTok Ads Manager, choose the existing post.

Choose the existing post under your linked account using “+TikTok Post.”

  • Under Ad Details, choose TikTok Post and select a post you want to use in your Spark Ad.
  • After you select the video, click Confirm.
  • Complete the rest of the ad settings, then click Submit to publish your Spark Ad.

Once your Spark Ad is ready, you have the flexibility to promote it to a broader TikTok audience. You can customize your budget and tailor your ad’s targeting parameters to ensure it reaches the most relevant viewers!

Success With TikTok Spark Ads

TikTok Spark Ads offer car dealerships an exciting opportunity to leverage the platform’s immense popularity and connect with a younger, tech-savvy audience. 

  • Test organic, add fuel with paid
  • Leverage new features to maximize spark ads like video shopping, search placement, and zip targeting

By following best practices and creating engaging content, your dealership can drive brand awareness, engage potential customers, and ultimately boost auto sales in the digital age. 

Let us help you embrace the power of TikTok Spark Ads, and watch your dealership’s online presence accelerate like never before. Book a demo now. 

Written By Lauren Blackwell
Lauren Blackwell is a skilled content marketer who has spent the past 3 years working in automotive advertising technology and now brings her unique experiences to Dealers United. From running ad campaigns, to curating auto-specific resources, Lauren is empowered to create valuable content to help automotive dealers thrive on social media.

Dominate TIKTOK Ads

5 Ways TikTok Is Revolutionizing Car Dealership Marketing

5 Ways TikTok Is Revolutionizing Car Dealership Marketing

5 Ways TikTok Is Revolutionizing Car Dealership Marketing

Social media has brought unprecedented opportunities for businesses to connect with their target audience.

Among these platforms, TikTok stands TALL…generating unmatched popularity and transforming industries, including car dealership marketing.

With a staggering number of total downloads since 2018, 130 million monthly active users in the US, and users spending an average of 89 minutes per day on TikTok, the platform’s potential is undeniable.

And luckily for car dealers,  the main audience on TikTok consists of Millennials and Gen Z, who make up 1 in 3 new car registrations. 

That’s right, in-market car shoppers are already immersed in the world of TikTok, and it’s time to seize the opportunity to reach them before your competition. 

Let’s introduce you to 5 exciting TikTok advertising features that will take your car dealership marketing to the next level…


1. Target Shoppers By Specific Zip Codes

Previously, TikTok only allowed dealerships to use DMA targeting. But now, we’re excited to announce that Dealers United customers can now beta test new TikTok zip code targeting!

With this powerful new feature, dealerships can reach their desired audience at a hyper-local level, honing in on specific zip codes (or zip codes in bulk) where in-market car shoppers reside.

That means laser-focusing ad dollars on the right locations – something that previously wasn’t available for car dealership TikTok ads.

(Want to be first to beta test new TikTok Zip Code Targeting? Click here!)

2. Captivate & Convert With The New TikTok Shopping Ad Format

Add your scrolling, live inventory over an eye-catching video and give shoppers an easy, in-app shopping experience to browse through your available vehicles!

Here’s how these ads work…

First, you optimize a custom video you create, or use one of our 500+ pre-made videos:

 

Then, you hook into your inventory feed and add your LIVE inventory so it scrolls on top of the video.

Check out the example below: since this dealer’s strategy is to attract more SUV shoppers, we’re overlaying their SUV inventory!

From there, when a shopper clicks on a vehicle, you can choose to send them directly to your VDP, or keep them on the TikTok page where all your cars are listed, then drive to a VDP.

So far, TikTok Shopping Ads are driving pretty incredible results…want to see how you can take advantage of this new ad format to sell more cars?

3. Prove ROAS (Return On Ad Spend) With Sales Matchbacks:

No more settling for guesswork— TikTok now provides automotive marketers with a way to measure the true impact of their ads to identify how campaigns online transfer to results offline.

By connecting TikTok advertising campaigns with real-world sales data, dealerships can accurately measure the ROI of their TikTok marketing efforts.

This data-driven approach provides concrete evidence of TikTok’s effectiveness as a marketing channel and helps dealerships optimize their campaigns for better results. 

Sales Matchbacks empower dealerships to make informed decisions, allocate budgets effectively, and strengthen their confidence in their marketing strategy on TikTok.

4. Ignite The Lead Generation Fire With In-App Experience

TikTok’s seamless experience allows users to submit their details directly within the app, boosting lead generation for car dealerships while eliminating shopper friction.

And with these built-in lead generation forms, TikTok Lead ads are proven to increase engagement and conversion rates.

Dealerships can capture valuable lead information, customize questions, and seamlessly integrate data into their CRM system for efficient follow-up.

TikTok’s lead generation feature revolutionizes the way car dealerships generate leads, making it easier to expand their customer base and drive sales. 

5. Maximize The Newest Search Engine

TikTok is now where people go to search, so it’s time to tap into TikTok’s powerful capabilities by displaying your ads in search results!

With TikTok becoming a popular search engine, car dealerships have a prime opportunity to increase brand visibility and engage with their target audience.

By strategically placing ads in search results, dealerships can reach users actively seeking automotive-related content and tailor their messaging to align with search intent.

This targeted approach enhances brand awareness, drives engagement, and maximizes the effectiveness of ad campaigns.

TikTok’s search ads feature empowers car dealerships to seize the potential of this emerging search engine and achieve impactful marketing results.

Why Every Dealership Needs To Be Advertising On TikTok

If you’re not already convinced, TikTok has presented dealers with a unique opportunity to unlock innovative advertising features and a massive user base.

With personalized targeting, captivating shopping ads, sales measurement capabilities, seamless lead generation, and increased brand visibility in search results, TikTok provides unparalleled opportunities for car dealerships to dominate their marketing efforts.

 

Dominate TIKTOK Ads

Written By Lauren Blackwell
Lauren Blackwell is a skilled content marketer who has spent the past 3 years working in automotive advertising technology and now brings her unique experiences to Dealers United. From running ad campaigns, to curating auto-specific resources, Lauren is empowered to create valuable content to help automotive dealers thrive on social media.

Stellantis Omnisocial Ad Strategy: Behind-The-Scenes of South County DCJR Dealership Case Study

Stellantis Omnisocial Ad Strategy: Behind-The-Scenes of South County DCJR Dealership Case Study

Stellantis Omnisocial Ad Strategy: Behind-The-Scenes of South County DCJR Dealership Case Study

In this video, we break down the strategy behind the results of our latest Dealership Case Study for South County Dodge Chrysler Jeep Ram and how they used an Omnisocial ad strategy to 10X their results!

Watch the video below or download the PDF here!

💡 Pro tip: You can jump to different sections in the video by using the video tools!

Behind-The-Scenes 🔍 With South County Dodge Chrysler Jeep Ram: 

South County DCJR is located in St. Louis, MO, and have been in the same location since 1965. We have had the pleasure of working with our partners Allen Masengil, GM, Mike Chorba, Sales and Finance Manager, and Ashley Etheridge, BDC Director since 2020. 

Collectively, this is a team that believes in innovation, testing new strategies, and the power behind social media — in other words, one of our favorite Dealers United Partners! 

Creating a Full-Funnel, Omnisocial Strategy

South County DCJR wanted to dominate their market and competition, and an Omnisocial strategy was the perfect solution.

Omnisocial, or omnichannel, refers to a multi-platform advertising strategy that works to provide a seamless customer experience; no matter where a shopper is spending time. This approach delivers the next relevant message at the right time in the auto buyer journey, on the platform where they are spending time NOW.

What separates an average Omnisocial campaign from a top-performing one is a full-funnel strategy. Specifically, leveraging different ad types intentionally, with thoughtful messaging that coincide with the mindset and stage of the auto buyer journey.

South County DCJR worked with Dealers United to develop messaging for Facebook, Instagram, Pinterest, Snapchat, and TikTok that would diversify as shoppers went through different stages of the buyer journey (awareness, consideration, and conversion).

(👉 Jump to 2:10 in the video to see ads South County DCJR ran at each stage of the funnel!)

Here’s a deeper dive into their results between January 1st, 2023 – March 31st, 2023:

South County Dodge Chrysler Jeep Ram: Social Ads Case Study Results

Facebook & Instagram (Meta):

Meta is a staple in South County DCJR’s Omnisocial strategy for every stage of the buyer journey. With a powerhouse of 251M monthly active users in the US, Meta remains the most widely used social platform today, and typically drives the highest KPIs for the lowest costs. One specific strategy South County DCJR runs on Facebook and Instagram is promoting their new 2023 Stellantis model lines.

 

Our Stellantis OEM Program is helping CDJR dealers across the US and Canada move excess inventory fast. Learn more about our Stellantis OEM Program here!

Facebook & Instagram Results (Q1 2023):

  • 1.6M impressions
  • 28,665 clicks
  • 909 leads
  • 71 matched unit sales

Pinterest:

South County DCJR wanted to be sure their new vehicle inventory was getting in front of car shoppers in their area with higher incomes. And Pinterest was the perfect solution! Pinterest has the ability to reach 52% of US adult internet users with incomes over $100K. Plus, it’s a great way to reach moms! 

Pinterest Results (Q1 2023):

  • 1.4M impressions
  • 3,301 clicks
  • 142 leads
  • 13 matched unit sales

TikTok:

With users spending an average of 89 minutes per day on TikTok, the platform is rapidly becoming the new “TV” for all generations. South County DCJR uses this video-first platform to drive awareness and retarget with dynamic vehicle ads.

Want more TikTok Ad Inspiration? Click here to see the top-performing dealership TikTok videos!

TikTok Results (Q1 2023):

  • 978K impressions
  • 6,081 clicks
  • 891K video views
  • 811 landing page views

Snapchat:

Did you know? 40% of Snapchat users don’t use alternative social platforms! With dynamic vehicle inventory ads and 108M monthly active users in the US, South County DCJR is using Snapchat to drive traffic to their vehicles under $25,000. 

Snapchat Results (Q1 2023):

  • 370K impressions
  • 3,160 swipe ups
  • 25K video views
  • 54 leads

It’s All About Partnership

While we covered a lot of South County’s stats and success in this article, don’t just take it from us…

Check out this testimonial from Mike Chorba, Sales and Finance Manager:

“Our goal is to dominate our market in all aspects of the auto industry. With how competitive our DMA is, that can be challenging at times. One area I don’t have to worry about now is our social media presence. The cost per lead and cost per sale is something that most social-ad-based companies could only dream of achieving. We are saving thousands every month over previous providers and seeing 8 to 10 times the results with Dealers United. Now that is dominating in a space!”

— Mike Chorba, Sales and Finance Manager at South County Dodge Chrysler Jeep Ram

At Dealers United, our only goal is to help you reach your goals. Want to talk social media ad strategies for YOUR dealership? Schedule a demo with us here.

 

Dominate Social Ads

 

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

What’s New At DU: NADA Data & Powerful Brand Ads

What’s New At DU: NADA Data & Powerful Brand Ads

What’s New At DU: NADA Data & Powerful Brand Ads

New Data  ✅  New Ads  ✅  New Promotions  ✅

 There is a lot of NEW for YOU this month. Check out the video above to hear from Justin Friend, VP & General Manager, and Molly Dennehy, Brand Manager, or skim the highlights listed below.

 💡 Pro tip: You can jump to different sections in the video by using the video navigation tools or by clicking any “(Watch at #)” linked below.

 Agenda:

  • NADA Data 2021: Full Year Report Analysis & Opportunities
  • Powerful Ad Examples: Branding, Custom Order & Pre-Order, Pre-Owned, Vehicle Acquisition, and TradePending 
  • Customer Spotlight – Tynan’s Auto Group  👏
  • Pinterest & Snapchat Special Promotions 🤑
  • Trade Show Discounts – Digital Dealer & DrivingSales

 NADA Data 2021: New Light-Vehicle (Watch at 1:10)

The 2021 NADA Data full year report features the many major milestones achieved by the retail auto industry during the year.

Take a look at the inventory trends for New Light-Vehicles:

 With new inventory still in demand, auto shoppers have less to choose from, which makes where they buy their new vehicle even that much more important. 

 To help put your brand out in front of the competition, dealers should promote ads focused on their brand and “why buys.” Show and tell your local market what makes you special and sets you apart from the dealer down the road.  

 You can also leverage social media platforms to promote your Custom Orders and Pre-Order campaigns. Share how easy you make the process of getting exactly what they want. 

 NADA Data 2021: Used Inventory (Watch at 4:06)

 Pre-Owned vehicles are also in high demand: by consumers and dealers.

 NADA shared these graphs to highlight key stats:

 Used-vehicle sales dipped in 2020 (not surprisingly) but picked up again in 2021. We expect that 2022 will outpace last year due to inventory shortages and high demand. Do you have a plan to source pre-owned vehicles to replenish your lot?

  Try running a buy-back or vehicle acquisition campaign on multiple social platforms for an Omnichannel sourcing strategy.  

  We have also shown success by running campaigns directly to your TradePending page on your website. These ad playbooks are branded to reflect TradePending colors for a seamless user experience.  

 Want to look deeper into your market to enhance your acquisition campaigns? Try the updated Dealers United MarketAnalyzer. This free tool can not only provide audience size and demographics, but also calculate a suggested budget and return on investment. 

Check it out at https://app.dealersunited.com/analyzer#/

 Customer High-Five (Watch at 6:59)

🖐️  Tynan’s Auto Group is absolutely crushing the video game! 

This group consists of a VW, Nissan and Preowned Supercenter, and they are doing a fantastic job at showcasing their dealership, promoting their “why buys”, and presenting the personalities of their team in their online content. (Definitely watch their ads at 7:12)

 We called Markus Kamm, Director of Sales, to ask him about his video strategy.

“Now that the market has changed, we can really focus on our brand as a dealership: what we’re all about, what we stand for, how we do business and who we are – and attract people that way.

Putting our videos on social media has given us the opportunity to really showcase “us”. So in other words, make the deal secondary, and just put out there who you are, what makes you unique and special, why people should come do business with you. Because there are still the same amount of dealership choices and people need a reason to come to you.

So, if you’re not out there branding yourself and showcasing your dealership’s personality through the showcasing of your employee’s personalities, I would say you’re absolutely missing the boat.”

 Pinterest & Snapchat Promotion! (Watch at 9:30)

Interested in adding a new platform to your social strategy, but haven’t made the jump?

We have two amazing promotions for new activations for Pinterest and Snapchat.

Receive a $1000 Ad Credit for Pinterest when you spend $3000!

Earn a $375 Ad Credit for Snapchat when you spend $750!

Reach out to your Performance Manager or Account Executive to take advantage of either (or both!) of these great incentives.

 Trade Show Ticket Discounts (Watch at 10:10)

If you plan on attending Digital Dealer in Tampa, FL, May 9-11, or DrivingSales Presidents Club in Ft Lauderdale, FL, May 15-16, we have some awesome discounts for you!

Use our links to get discount codes for up to $200 off your Digital Dealer ticket and $100 off Driving Sales!

We are also very excited to be apart of both events!

Justin Friend will join Allison McConeghy, Sr Partner Manager from Pinterest, for a breakout session on Tuesday, “How to Sell Where Your Customers Are Shopping With Dealer Inventory On Pinterest”, where they will go over everything you want to know about the platform.

Use this link to RSVP or sign up to get the slides. If you are not going, sign up and we will send the recording! 

And Justin and Molly have a virtual session for Digital Dealer NOW about turning your customers into raving fans by flipping your marketing funnel! If you plan on grabbing a virtual pass, be sure to check it out!

At DrivingSales Presidents Club, Justin will sit on a panel to review and analyze the results of DrivingSales research project regarding current marketing strategies and expenses. There will be a lot of great insights into current trends and strategies that Justin will bring back and share with us.

That’s all folks!

Thanks for checking out what’s new with DU.  Stay tuned for more updates next month!

 Questions? Compliments? Ready to maximize your success? 

 Reach out to us at [email protected] or schedule a 15min consultation.

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

What’s New At DU: Pinterest Check-in & NEW Webinar

What’s New At DU: Pinterest Check-in & NEW Webinar

What’s New At DU: Pinterest Check-in & NEW Webinar

Wrapping up Q1 on a high note 🎶

Welcome back to the new format for Dealers United Partner Updates! Check out this month’s info in two ways: print or video.

💡 Pro tip: You can jump to different sections in the video by using the video navigation tools or by clicking any “(Watch at #)” linked below.

Agenda:

  • NADA Recap
  • NADA Workshop Webinar!
  • Customer Spotlight – Dahl Ford  👏
  • Pinterest Check-in
  • Dealers United Team Updates 😎

NADA Recap (Watch at 0:19)

This year’s NADA Show 2022 was a blast! The event took place March 10th-13th at the Las Vegas Convention Center. It was great to be in person once again to reconnect and celebrate our industry. 

The theme of the show was centered on the future of our industry, with a focus on Electric Vehicles. The show’s content emphasized the importance of educating and informing auto shoppers to help guide them through upcoming industry changes and trends.

NADA Workshop Webinar (Watch at 1:19)

Pete Petersen, CEO of Dealers United, hosted a workshop, “7 Undercover Direct-to-Consumer Platforms You Need In 2022,” on Sunday, March 13th. 🔥

After the session, there were so many questions from the audience that we went overtime (NADA literally had to cut us off). 😅

So, we decided to host this virtual session to answer ALL of your questions about advertising on social media.

Discover the direct-to-consumer channels that will help your store engage, influence and close buyers. 🔑 Three key takeaways:

▶️ Explore 7 social platforms that are helping other dealers reach more auto buyers: Facebook, YouTube, Pinterest, LinkedIn, Snapchat, TikTok & Instagram.

▶️ Understand how to use data to target your ideal audience and in-market auto shoppers, and what sources you can leverage now – including some that you already own!

▶️ Identify the right messages (with examples!) to leapfrog your business ahead of the competition and increase market share.

Can’t make the live event? No worries – register anyway and we’ll send you the recording!

Customer High-Five (Watch at 1:49)

🖐️  Dahl Ford is our Customer Spotlight of the month!

We are excited to celebrate 1 year of working with the team in Davenport, IA, who leverage Facebook + Instagram and Snapchat for a full funnel Omnichannel strategy. 

From February 2021 to February 2022,  their campaigns had an average match rate of 24.8% with 344 sales attributed at a $107.57 CPUS. Their average CPL was $22.12 with 48,550 total landing page views. Absolutely incredible!

Pinterest Check-in (Watch at 3:42)

On Pinterest, positivity is the key to success! Pinners come with a positive mindset and expect the same from your content.

When your brand delivers positive, authentic content, you benefit from higher engagement with your followers.

📌  Three Pin Tips:

  • Create content that supports your audience’s personal style, judgment-free.
  • Encourage your followers’ aspirations by introducing them to new ideas.
  • Help your audience take the next step with actionable suggestions.

Pinterest is a highly personal experience, where individuals come to be inspired, plan their next life event, and discover new ideas. By building a presence on Pinterest, your auto dealership can become a part of their lives and help them find the perfect vehicle for their lifestyle.

Dealers United Updates 😎 (Watch at 6:02)

It has been a BIG month for #TeamDU! At the start of the month, we brought all our crew together in Sarasota, FL for some team building, bonding.

It was an action packed few days filled with games, gratitude and giving back to our community.

We are a fully remote company, and while that has its perks, it was so amazing to bring people from 19 different states together to celebrate each other and nurture our culture.

However, one person who couldn’t join us in Florida was Customer Success Manager Mike Miller, because he was welcoming his son, Lando, into the world!

Congratulations to Mike and his growing family, who officially wins the cutest new Zoom background when baby Lando makes an appearance. 👶

Are we in the right lane? 🚘 (Watch at 7:02)

Hopefully you can tell how proud we are of #TeamDU, and we are just as honored to have this partnership with you. We truly strive to build a relationship with our members so that it feels as if our team is an extension of your team.

Thank you those who have recently written reviews on Facebook or Google or texted us feedback, because it is so valuable. We want to know if we are driving in the right lane with you, and if there is anything we can do to improve or enhance our partnership.

It would mean so much if you could take 30 seconds to leave us a review on Facebook or Google.

Thank you for tuning to this month’s updates! ✌️

 Questions? Compliments? Ready to maximize your success? 

 Reach out to us at [email protected] or schedule a 15min consultation.

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

What’s New At DU: Top Automotive Ad Campaigns & NADA

What’s New At DU: Top Automotive Ad Campaigns & NADA

What’s New At DU: Top Automotive Ad Campaigns & NADA

New Updates Coming In Hot 🔥

Welcome to the new format for Dealers United Partner Updates! We have provided this month’s information in two ways: print or video. 

Prefer to watch? Check out the video above to hear from Justin Friend, VP & General Manager, and Molly Dennehy, Brand Manager, or skim the highlights listed below.

💡 Pro tip: You can jump to different sections in the video by using the video navigation tools or by clicking any “(Watch at #)” linked below.

Agenda:

  • Omnichannel Check-In – Trending Results 📊
  • Suggested Playbooks
  • Customer Spotlight – South County DCJR  👏
  • NADA Show 2022 – RSVP for our D2C workshop!
  • Dealers United Team Updates 😎

Omnichannel Check-in – Trending Results (Watch at 0:54)

The biggest buzzword right now in digital advertising is Omnichannel.

At its core, an Omnichannel strategy puts the customer at the center of everything by serving full-funnel automotive ad campaigns across multiple social media platforms.

To execute this strategy, advertisers leverage user data signals with sophisticated API integrations to present the next logical ad message to the ideal target audience, creating a frictionless online customer journey and optimized ad spend budget.  🤓

In Q3 2021, Dealers United led the way in the automotive industry by providing auto dealers the ability to tap into this powerful strategy, and the trending results of the Omnichannel automotive ad campaigns are amazing!  *chef’s kiss* 🤌💋

Here are the month-over-month KPI results from December ‘21 to January ‘22 for the automotive ad campaigns on Snapchat, Pinterest, Facebook+Instagram, and TikTok:

Snapchat (Watch at 1:57)

  • CPM ⬇️ by 31%
  • CPC ⬇️ by 43%

Pinterest (Watch at 2:55 + Bonus $1000 Media Credit! 🎁✨)

  • CPM ⬇️ by 35%
  • CPC ⬇️ by 39%

Facebook & Instagram (Watch at 3:59

  • CPM ⬇️ by 24%
  • CPC ⬇️ by 21%

TikTok (Watch at 4:44)

  • CPM ⬇️ by 45%
  • CPC ⬇️ by 44%

Blended Omnichannel Metrics (Watch at 5:24)

  • CPM ⬇️ by 32%
  • CPC ⬇️ by 40%

As you can see, the results from Omnichannel automotive ad campaigns are more than just industry buzz, but driving some awesome returns. So…what results can your dealership expect in your market? 

The updated Dealers United MarketAnalyzer can not only provide audience size and demographics, but also calculate a suggested budget and return on investment. 

Check it out at https://app.dealersunited.com/analyzer#/


Yes, we geek out on data and targeting. (I mean, the MarketAnalyzer predicts conversion rate and expected sales!) But, it’s what we do with it that really counts…

Each month, our Ad Operations team analyzes the best-of-the-best performing automotive ad campaigns to create Dealer Ad Playbooks. 💪

Recommended Playbooks (Watch at 6:25)

Playbooks are proven sets of ready-to-deploy ads built to help solve business challenges–  preset with audience targeting, ad creative, copy, AND campaign strategy. They are specially crafted to reach consumers that can take action and drive leads to your CRM.

These playbooks are recommended based on what’s working right now across our network.

Now Available:

  • 2022 Vehicle Acquisition & BuyBack 
  • 2022 Custom Order (OEM specific: CDJR, Ford, Chevrolet)
  • 2022 Tax Season Playbook
  • 2022 Generic Hiring Ads 

New Model Line Playbooks

These playbooks are designed to meet co-op needs and reach your local market with specific model lines. Each model line contains videos, carousels, and images to help promote, inform, educate, and excite consumers on a specific model line.

We recommend these playbooks go to Model Line SRP pages or landing pages specific to the promoted model.

Just Released:

  • 2022 Dodge Durango
  • 2022 Dodge Challenger
  • 2022 VW ID.4
  • 2021 Jeep Renegade
  • 2022 Hyundai IONIQ 5
  • 2022 Hyundai Elantra
  • 2022 Ford F-150
  • 2022 Ford Escape
  • 2022 Jeep Grand Cherokee
  • 2022 Chevrolet Blazer
  • 2022 Subaru Crosstrek

Dealers United Partners can browse all available playbooks & ad creative by logging in to the dashboard and navigating to “Playbooks.”

Are we missing a playbook? Let us know and we’ll add it shortly!

Customer High-Five (Watch at 10:35)

🖐️  South County DCJR is leveraging Pinterest, Facebook + Instagram, and Snapchat ads going full funnel Omnichannel, resulting in 511 leads with a CPC of $0.90 and CPL of $13.98.

We’re hosting a workshop at NADA 2022! (Watch at 12:10)

Heading to Las Vegas in March? Pete Petersen, CEO of Dealers United, is hosting a workshop, “7 Undercover Direct-to-Consumer Platforms You Need In 2022,” on Sunday, March 13th at 10:30am. 🔥

Pete says, “As a dealer, you have a HUGE competitive advantage over the national providers. They need to reach and engage shoppers in over 40,000 zip codes… you only need to master your Primary Area of Responsibility.

 You now have the ability to reach and direct ALL automotive shoppers to your dealership’s website during their path to purchase.”

 Register for the slides and RSVP for the session at: bit.ly/NADA2022

Welcome to #TeamDU (Watch at 12:34)

We are excited to welcome three new Customer Support Managers to the team! Please say hello to Aleena Bowman, MJ Belada, and Mitch Lucky! Happy to have you on board!  🥳  

All-Hands Company Retreat!

Dealers United is investing in bringing our entire team, from across the country, together to celebrate, connect and align on Wednesday, March 2nd, and Thursday, March 3rd, in sunny Sarasota, FL. 🌴☀️

Our teams will have all partners’ March templates built out and ready to deploy, but please let our team know of any early content or rebudgeting needs as soon as possible.

 That’s all folks!

Thanks for checking out what’s new with DU. Did you like this new format? Ready for Justin & Molly’s blooper reel? (Oh yea, best believe we have got that on deck.) 😜✌️

 Questions? Compliments? Ready to maximize your success? 

 Reach out to us at [email protected] or schedule a 15min consultation.

Blog Author - Molly Dennehy

Written By Molly Dennehy
Molly Dennehy is a marketing expert who has evidenced effective digital marketing strategies across six different industries. Now, she brings her diverse experience and creativity to automotive dealers. From audience targeting, campaign set-up, and content creation, Molly is passionate about sharing new and innovative ways to drive results.

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