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.

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.

[Facebook Guide] Free Tools To Keep Your Dealership’s Community Informed

[Facebook Guide] Free Tools To Keep Your Dealership’s Community Informed

[Facebook Guide] Free Tools To Keep Your Dealership’s Community Informed

Facebook just dropped their newest resource for automotive dealers: “Free Facebook Tools to Keep Your Community and Customers Informed During the COVID-19 Crisis”.

In the guide, Facebook details how dealerships can connect to their communities to begin building long-term relationships—and create lifelong customers.

Read on for a brief overview of the guide, and to see examples of each tool!

As social distancing continues, US social network users are spending more time than previously estimated. (Source: eMarketer, US Adults Are Spending More Time on Social Media During the Pandemic)

We believe this increase on social media is not only due to more down-time from social distancing, but also because users want to connect with their friends, families, and communities more than ever as they navigate these uncertain times.

By presenting value on these channels now, your dealership can position itself as a community leader and begin to build relationships with future customers, setting yourself up to “unlock shopper demand” when buyers come back in-market. 

Facebook’s latest resource gives dealers free tools to help start connecting with their communities today. Get the full guide here!

Facebook’s Free Tools To Keep Your Dealership’s Community Informed:

  1. Pinned Posts 
  2. Facebook Messenger
  3. Facebook Live
  4. Facebook and Instagram Stories

Let’s dive into each tool a little further!

Pinned Posts

You can pin a post to the top of your Facebook Page’s timeline so that visitors can find important information about your dealership quickly. These can be things like:

  • Updated hours of operation
  • Sanitation procedures 
  • What services you’re currently offering 
  • Virtual appointment and at-home service options 
  • What incentives you’re currently offering 

Facebook Messenger

Messenger is Facebook’s instant messaging platform. It is connected to your dealership’s Page and can be answered by anyone with the appropriate permissions. Using Messenger, your dealership can:

  • Set up an automatic greeting to Page visitors
  • Let site visitors know that you’re answering any questions so they never have to leave the platform

Facebook Live

Facebook live is a video feature where your dealership can instantly broadcast video to your followers. It notifies users when your Page is going live, and they can interact in real time.

Live broadcasts are also saved so if people miss it live, they can go back and view later. Use a Facebook Live video to:

  • Do a live Q&A with your followers 
  • Walk around your dealership and show sanitation procedures 
  • Introduce the staff
  • Vehicle walkarounds 

Facebook and Instagram Stories

Stories are a casual way for people to engage with your dealership.

With Stories, your dealership can post as briefly and frequently as your want about anything you want.

Stories are posted to the top of user’s feeds and also on your dealership’s Page. You can do any of the same options as your can with Facebook Live, only without getting immediate feedback from viewers. 

PRO TIP: Utilize your Facebook Cover photo to bring your latest updates to the forefront, and make it easy for prospects to get in touch with you by updating Page’s main Call-To-Action button to “Call Now,” “Message Us,” or “Book Now” with available appointment times.

Click here to get the free guide and see how you can freely and easily apply any of these Facebook tools to connect with your community!  

More free tools to help your dealership

If you’re looking for more ways your dealership can stay connected with auto shoppers, visit our Resource Center here.

You can also find our specific COVID-19 resources at www.dealersunited.com/covid-19.

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.

Auto Dealer Guide To Unlocking Market Demand

Auto Dealer Guide To Unlocking Market Demand

Auto Dealer Guide To Unlocking Market Demand

As dealers prepare for post-COVID-19 actions to help their local communities get back to work and back to normalcy, plans to unlock the market demand need to be put in place now.

Watch the video below for our Auto Dealer Guide to Unlocking Market Demand:

According to a survey conducted on March 28th, Cox Automotive found that 35% of auto intenders who were in-market to buy within the next 6 months were delaying their vehicle purchase due to COVID-19.

As state, local, and federal governments look to slowly start reopening the economy, pent up demand IS coming.

Now that tax season has been extended, almost $100B has been directly deposited into Americans’ bank accounts, and OEM incentives are higher than ever before, auto dealerships have the opportunity to help these shoppers buy sooner and maximize potential savings.


 

By proactively building audiences of auto-intenders who recently received tax refunds or stimulus checks, who own your brand, or have leases expiring, we can help you position you to be the first out of the gate to reach these local, in-market auto shoppers who have delayed a vehicle purchase.

Our latest COVID-19 Playbook, “Unlock Demand,” is designed to:

  • Stretch your ad dollars with precise data targeting on tax refund status, receipt of stimulus checks, make/model owners, and lease expirations.
  • Use a full-funnel Facebook & Instagram strategy to strategically show shoppers that now is the right time to purchase a vehicle.
  • Complement your Facebook strategy with ready-to-go retargeting banners, email campaigns, and YouTube videos for a complete, multi-touch campaign

We recommend dealers also leverage onsite tools such as Payment Calculator, Trade Evaluation, Credit Application, and Incentive pages by reaching and driving in-market consumers to these key tools on your site.

Are you ready and prepared to unlock shopper demand?
Visit http://www.unlockdemand.com today and be up-and-running with our comprehensive campaigns within 48 hours.

Car shopper demand is coming.

Build a plan now

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.

5 Ad Campaigns Dealers Are Running To Defeat Traffic Decline During COVID-19

5 Ad Campaigns Dealers Are Running To Defeat Traffic Decline During COVID-19

5 Ad Campaigns Dealers Are Running To Defeat Traffic Decline During COVID-19

Unless you’re a toilet paper salesperson, the past couple months have probably presented some serious challenges for your business.

Auto dealerships are experiencing extreme decreases in foot traffic, and in many cases. sales departments are being forced to close as stay-at-home orders continue throughout the US.

Online traffic is taking a hit too, with Dealer Inspire reporting industry web traffic decreasing by almost 10% and web leads decreasing by over 17% from February 2020 to March 2020.

But while industry web averages are still low, many of our dealer-partners are experiencing increasing in audiences sizes and decreases in cost per action.

Dealers United Facebook Customers Experiencing Lower Costs, Higher Performance

While there has been a decline in search, direct, and 3rd party site traffic, Facebook is experiencing tremendous growth in traffic, and is amassing new records in usage almost every single day.

Of our dealer-partners that are running one of our COVID-19 Playbooks, CPM (cost-per-thousand reached) has decreased over 40% month-over-month.

Additionally, all of our dealers are experiencing an almost $2 decrease in CPM month-over-month. What’s more, we’re seeing decreasing in cost per click, landing page view, AND leads.

So with almost all search volumes down, why is Facebook succeeding right now?

Simple.

Facebook and Instagram are proactive platforms. You’re not waiting on shoppers to search for a dealership in your area, or to go on Cars.com and click on your inventory.

Using data driven audiences on Facebook and Instagram, advertisers can reach out to potential shoppers who are likely to be in-market.

Ad campaigns dealerships are running to increase traffic during COVID-19

1. D’ELLA Honda, Safe Service

D’ELLA Honda is in Queensbury, New York. With New York’s local ordinances, the dealership needed to prioritize messaging that their service lane was still open and they were taking all necessary precautions to keep customers safe.

Using Dealers United’s Coronavirus Service Playbook, they ran a campaign of 20+ ads, reaching over 20,000 local service shoppers and driving 570 landing page views at $0.91 each. 

To get our Coronavirus Service Playbook, consisting of over 10 ready-to-drop ads and strategies, click here.)

2. Cavalier Ford of Greenbrier, No Payments For 6 Months

Cavalier Ford of Greenbrier in Chesapeake, Virginia was looking for a playbook to show local shoppers that they can take advantage of never-before-seen Ford offers and defer their monthly payments.


Using the Coronavirus Sales Playbook and specific model line specials, Cavalier Ford reached over 98k shoppers in 31 days, driving more than 1,110 landing page views at only $0.81 each! 

To get our Coronavirus Sales Playbook, with 10+ ad plays to help combat COVID-19 sales decline, click here.

3. Middletown Honda, Service Sanitation

Middletown Honda, located in Middletown, New York, also needed to show potential customers that their service department was open and performing sanitizing procedures to keep customers and employees protected.


Using a brand awareness reach campaign, Middletown Honda reached over 22k people in 31 days, helping to provide the needed boost of service customers the dealership needed.

4. Greeley Subaru, Contactless Shopping Experience

Greeley Subaru in Greeley, Colorado is still able to provide customers with a new vehicle from the safety of their homes.


Using messaging around “Contactless” online shopping, the dealership was able to reach 5,549 shoppers, drive 108 landing page views, and 27 leads with just a $8/day retargeting budget over the last 2 months.

5. Garden City Mazda, We Are Here For You
Garden City Mazda is located in the epicenter of the COVID-19 pandemic in New Rochelle, New York.
They needed to let customers know the state of their business, as well as what they were doing to protect them if they needed a vehicle serviced.


 

Vice President of Leader In Cars, Michael Renaud, created a simple video in selfie format on his phone explaining the situation to customers, what they were doing to prevent the spread of the pandemic, and a message that “We are here for you.”

Things are trending upward

While website and search traffic for auto dealers is still low, proactive platforms such as Facebook and Instagram are thriving and receiving cheaper results than ever.

It’s important to stay in front of your market with a caring, community-first approach, positioning your dealership for the very near future when the economy begins to reopen.

Considering many factors, such as many state and local governments reducing restrictions on businesses, OEMs offering never seen before incentives, tax season being extended, and Americans receiving hundreds of billions of dollars in stimulus payments, auto shopper demand IS coming.

Click here get our “Unlock Shopper Demand” playbook and see how your dealership can be ready when the dust settles.

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 Spotlights Dealers United Video Strategies In DEALER Magazine

Facebook Spotlights Dealers United Video Strategies In DEALER Magazine

Facebook Spotlights Dealers United Video Strategies In DEALER Magazine

This month’s issue of DEALER Magazine published a Facebook Q&A series about helping dealers leverage digital video.

In the Q&A, Facebook highlighted Dealers United for our successes with video campaigns in the automotive industry. Two Dealers United dealer-partners, Power Ford and Rob Sight Ford, were also featured in the article for maximizing our video strategies and using video to drive real business results.

Video is important. We hear it all the time. But did you know that 80% of all internet traffic is estimated to be from video content, and 500 million people watch videos on Facebook every single day?

But not only is video important, but it’s important to have in the correct format.

According to Facebook, the average adult spends 40 minutes consuming video from mobile devices alone. 

So what does it mean to optimize a video for mobile?

Here are the steps needed to ensure your dealership has an optimized video, according to Facebook’s “Mobile First Creative Best Practices:”

  • Shoot with the phone vertically, so it fits into mobile screens held right-side up
  • Reinforce the your dealership name in captions or superimposed text
  • Use the majority of the video to showcase the dealership, inventory, or offers
  • Choose attention-grabbing video thumbnails

Power Ford and Rob Sight Ford, both family owned single-point franchises, were both featured by Facebook in the article for utilizing these Mobile First Best Creative Practices.

Here’s a look inside each dealership’s strategy: 

A closer look at Power Ford’s Facebook video strategy

In Q4 of 2019, Power Ford was able to attribute 21 sales and 127 service visits to Facebook video campaigns alone.

Using dealership branding videos, model line videos, and custom Quick Lane service videos, the dealership was able to target and engage with their future customers where they were spending their time, on mobile devices browsing Facebook and Instagram.

 


To get more insight into Power Ford’s video campaigns, click here to see “The 3 Biggest Facebook Even Advanced Dealer Marketers Are Making,” where Matt Sneed, Director of Marketing and Customer Experience at Power Ford reveals his core video strategies that help him increase sales.

Behind-the-scenes on Rob Sight’s Facebook video strategy

Rob Sight Ford operates in an extremely competitive market where there are over 10 Ford dealerships.

Using mobile video on Facebook and Instagram, Rob Sight was able to use their own creative branding videos to get exposure in their marketplace.

In addition to branding, the dealership also leveraged video to showcase model line incentives, specifically 2020 F-150s.

As a result of video campaigns, Rob Sight Ford attributed 7 vehicle sales in Q4 of 2019.

To see an in-depth feature of Rob Sight Ford’s video strategy, click here.

 

With more and more people using social media daily, it’s important that your dealership is reaching prospective shoppers proactively where they are spending their time and with media forms that they are engaging with most—video.

Our team has hundreds of video strategies that your dealership can take advantage of right now, from custom-video scripts and best practices, to proven, mobile-ready videos of your incentives and inventory specials.

If you want to learn more about video for your dealership, click here to check out our On-Demand, Instant demos.

Watch our On-Demand Demos to learn more about our video strategies.

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.

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

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