Strategy Spotlight: Zeigler Honda of Racine’s Summer Sell Down & Full-Funnel Facebook Ads

Strategy Spotlight: Zeigler Honda of Racine’s Summer Sell Down & Full-Funnel Facebook Ads

Dealership Facebook Ads Case Study

Strategy Spotlight: Zeigler Honda of Racine’s Summer Sell Down & Full-Funnel Facebook Ads

6 Month Results

Unit Sales Matched

Cost Per Unit Sold

%

of Sales Matched To Ads

Social Ad Strategy In Action:
???? Summer Sell Down Campaign

The Challenge

Zeigler Honda of Racine had a surplus of inventory, with hundreds of vehicles on their lot heading into the summer. They needed a quick, versatile solution that they could easily turn on and drive traffic to their dealership right away.

The Solution

Dealers United helped the Zeigler Honda team to create a “Summer Sell Down” special event. We placed scroll-stopping Custom Ads promoting the new event in front of local in-market Honda shoppers, with summer-savvy creative and blazing hot specials! 

Audience Strategy:

  • Expiring lease
  • In-market Honda dealers
  • Within 25 mile radius

Ad Placements & Formats:

  • Facebook and Instagram
  • Desktop, Mobile, and Stories placement

Results:

  • 1,120 leads
  • $0.25 cost per lead
  • 8 unit sales matched
  • $35.34 cost per unit sold

Dealer Testimonial

Sam D’Arc, COO |  Zeigler Auto Group

“Social media is the new gathering place of humanity: it’s where our customers are. And Dealers United has done an incredible job delivering social ads for us. Plus, they’ve empowered our teams with education on how to best leverage social media to engage with our communities. With their help, we’ve had success, and we greatly appreciate the partnership.”

A Full-Funnel Ad Strategy
(Q1 – Q2 2023 Results)

Awareness

“Why Buy” at Zeigler Honda of Racine?

This is Zeigler’s favorite part of the social ad funnel: the “Why Buy Here” stage! In this phase of their social ad strategy, Zeigler Honda of Racine gets their team involved to show shoppers what their team and dealership is all about, with unique ads that set them apart from their competition, like:

  • “Meet Our Team (Service With A Smile!)”
  • “What Our Customers Say About Us…”
  • “Why We Are The #1 Honda Dealer in Wisconsin”
Snapchat Automotive Inventory Ads Audience Insights

548,973

In-Market Shoppers Reached

4,216,216

Impressions

$4.85 CPM

CPM (Cost Per Thousand Impressions)

Consideration

Why the Honda Pilot beats the competitor

Zeigler reached shoppers who were in the “Consideration” stage with social ads around available inventory, optimized OEM content, and other content to help shoppers decide which vehicle they want to buy, and who they want to buy it from. For example, in one ad, Zeigler Honda of Racine reached SUV shoppers with an ad that compared the Honda Pilot with its competitor, the Ford Explorer, based on its fuel efficiency.

Snapchat Automotive Inventory Ads Audience Insights

124,381

Clicks

$0.16

Cost Per Click (CPC)

57,165

Landing Page Views

Conversion

Revving up car sales with dynamic inventory ads

In the “Conversion” stage, Zeigler Honda of Racine retargeted shoppers who had visited one of their VDPs within the last 1-7 days. The dealership used dynamic automotive inventory ads (AIA) that showed the shopper the exact vehicles they viewed, plus other similar models. By pairing these ads with strong calls-to-action like Shop Now, Click to Call, and Message Us, Zeigler gave shoppers all the tools they needed to take the next step and convert.

Snapchat Automotive Inventory Ads Audience Insights

6,598

Leads 

$3.10

Cost Per Lead (CPL)

23%

Lead-to-Sale Conversion Rate

6 Month Results

Unit Sales Matched

Cost Per Unit Sold

%

of Sales Matched To Ads

We Help Dealers USE SOCIAL ADS TO Sell More Cars.

As Seen In:

Hot Off the Press: Steele Auto Group and Dealers United Featured in Automotive News Canada

Hot Off the Press: Steele Auto Group and Dealers United Featured in Automotive News Canada

Hot Off The Press! Featured In Automotive News Canada

Steele Auto Group Featured In Automotive News for Successful Facebook & Instagram Ad Strategy

Read the article on AutoNews.com!

Ready to Dominate Your Market With Social Ads?

As Seen In:

Customer Spotlight: How Rob Sight Ford Uses Facebook Video To Increase Sales

Customer Spotlight: How Rob Sight Ford Uses Facebook Video To Increase Sales

941-366-6760

Success Story – Rob Sight Ford: Using Facebook Video To Increase Sales

SOLUTION: FACEBOOK FULL SUITE ADVERTISING

Rob Sight Ford is a family owned and operated Ford dealership that has been operating in the highly competitive Kansas City, Missouri market for over 97 years. They were looking for a way to change the way car shoppers viewed their dealership and stand out in a market with over 10 franchise Ford dealerships. Enter their custom video and new vehicle strategy, which helped elevate their brand and drive more car sales.

New Car Advertising

Driving engagement with the 2020 Ford Escape

Ever wish you could deliver the perfect message to someone who was in market for a specific vehicle?

That’s exactly the strategy Rob Sight Ford used to identify and convert more SUV and Ford Escape shoppers.

After creating Custom Facebook Audiences created from their CRM, Oracle IHS In-Market Shopper Data, and Facebook’s user data, Rob Sight Ford was able to show targeted Ford Escape messaging and videos to the most likely prospects near their store.

Custom Dealership Advertising

Differentiating the Rob Sight Ford brand

I believe that our social media presence was a significant factor to our increased volume and will become more important going forward. People see us, they see me, and they are becoming more familiar with our brand. As more time goes on you will be able to see the numbers. I believe that we will have a large increase in new car volume in 2020 and I plan to own the market share of my generation in future years.”


Bobby Sight, Operations Director
Rob Sight Ford

DAYS

LEADS

CAR SALES

%

SALES INCREASE

New Car Advertising & Inventory Ads

Featuring the F-150 to In-Market Truck Shoppers

Rob Sight Ford knew they wanted to make a big model push for their new 2019 and 2020 F-150 models.

After taking their OEM’s content and optimizing it for Facebook and Instagram, Rob Sight Ford continued to take F-150 shoppers from Awareness to Conversion in the Auto Shopper Journey.

Lower funnel audiences were sent videos promoting their latest incentives and “Why Buy Here” messaging, as well as were shown live, on-the-ground New F-150 inventory. 

Looking to drive real business results for your dealership?

We use Facebook and Instagram to solve unique business challenges, from moving more truck inventory to driving service leads. Learn more about our solutions on your own time by viewing our On-Demand Demos.

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

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