Facebook Updates That You Should Know

This month, Facebook will be rolling out a new ad relevance score update that you may want to keep an eye out for as it could have a big impact on how you manage your ads. In addition to the new update, we will also be getting an updated Ads Manager interface with more simplified navigation features, a cleaner design, and a new campaign management experience.

Ads Manager Update

You will be seeing a new navigation bar, providing more space to manage ads and highlight tools that offer more insight into ad performance and reporting.

They’re also updating the campaign creation experience with a copy and paste functionality that will offer more flexibility when building ads and they’re adding an auto-naming feature that will make it faster for you to customize your campaign, ad set, and ad names.

Ad Relevance Diagnosis

Currently, Facebook uses an Ad Relevance Score (based out of 10) that tries to diagnose how relevant our ads are to the audience we are targetting. That score is being phased out in favor of three new metrics that will be rolling out by April 30th. The new scores will give us better insights into what’s working and what’s not working. The current relevance score makes it difficult to determine why your ads may or may not be performing well.

Facebook gives the following definition on their website:

“People prefer to see ads that are relevant to them. And when businesses show their ads to relevant audiences, they see better business outcomes. That’s why we consider how relevant each ad is to a person before delivering an ad to that person. Ads that are more relevant cost less and see more results. This leads to better experiences for people and businesses alike.

Ad relevance diagnostics can help you diagnose whether the ads you ran were relevant to the audience you reached. If your ads aren’t meeting your advertising objectives, you can use ad relevance diagnostics to understand whether adjustments to your creative assets, post-click experience or audience targeting could improve performance.

The diagnostics assess each ad’s past performance in the ad auction over the date range you’ve selected. The diagnostics are:

Quality Ranking: How your ad’s perceived quality compared to ads competing for the same audience.

Quality ranking explains how your ad’s perceived quality compared to ads competing for the same audience. We measure ad quality through feedback from people viewing or hiding the ad and assessments of clickbait, engagement bait, and other poor user experiences.

Engagement Rate Ranking: How your ad’s expected engagement rate compared to ads competing for the same audience.

Engagement rate ranking explains how your ad’s expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Engagement-baiting (For example, asking for likes, comments, and so on) will not improve your ad’s performance.

Conversion Rate Ranking: How your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience.

Conversion rate ranking explains how your ad’s expected conversion rate compared to ads with the same optimization goal competing for the same audience. The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimization goal. For example, the optimization goal for a campaign with the Video views optimization goal would be 10-second video views.”

These new ranking tools are going to give us much more insight into how your campaigns are performing. What’s interesting to note is that these kpi’s will be measured and ranked against your competition. In other words, you will now know how your ads compare against similar dealers in your area that are targetting the same interests and audiences.

How Can a Car Dealer Target Its Own Customers in Facebook

Facebook has always been the leader in being able to target potential customers because of their ability to know just about everything about you. Where Google Adwords is able to target by keyword in the search results, Facebook has been able to dive deeper.

Beyond just being able to target by location, age, sex, and interests, you can take your targeting to the next level by only showing your ads to customers that have purchased from you before. Facebook gives you the ability to upload your customer’s email list directly into their platform and display ads to just them.

The advertising implications of this can be used to promote your service specials, lease renewals, sales and promotions or anything else that you just want your customers to see.

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If There Is One Thing You Watch This Week…

If your dealership is doing any kind of digital marketing, we highly recommend watching the most recent Keynote that Gary Vaynerchuk gave at this years CBT Automotive Conference.

During his keynote, Gary talks about the shift to a mobile first society and how you, as dealers, should be adapting to take advantage of its opportunities.

Finding where your customers are spending their time and more importantly, getting their attention is crucial in achieving your ultimate goal of selling more cars. You only need to look at Facebook as the destination and video as the method to achieve that goal.

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Make It Easy For Your Customers To Contact You

In today’s uber busy world, dealers are looking for ways to make it as easy as possible for customers to connect with them. Potential customers can reach you via phone calls, contact us forms , email, text messaging and now messaging apps. At the end of the day you need to make sure you have the ability to be reached whichever way your customers want to connect with you.

You probably have a good handle on the most common methods but what about messaging apps like Facebook Messenger, Snapchat, What’s App, Google Messenger,  Google Hangouts and now Google Allo to name just a few.

So where should you focus your attention? Should you focus on all of them or just a few of them? More importantly, how should you implement them? To answer those questions, I would look at the platform that has the most opportunity. Enter Facebook Messenger.

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Should Car Dealers Be Using YouTube?

Before answering this question, I think it’s important to look at a few statistics that pertain to YouTube.

For example:

  • 60 hours of video are uploaded every minute.
  • Over 4 billion YouTube videos are viewed every day.
  • Over 4 billion hours of video are watched each month.
  • 700 YouTube videos are shared on Twitter each minute.
  • YouTube videos get more than 4 Million shares per day.

YouTube is a Social Network and considered to be the number 1 search engine in the world. With that in mind, YouTube could be the best thing to ever happen to the auto industry. You see not only is it possible for a dealer’s YouTube video to show up number one on the YouTube homepage but it is also possible to have the same video show up number in the Google search results. The fact of the matter is getting a YouTube video to rank well in the search engines might be the easier than most believe.

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