Facebook Ad Campaigns: Untangling Targeting & Objective Options for Optimal Success

April 13, 2023

by Bridget Winfrey with No Comment Digital Marketing Social Media

If you’re a lawnmower or tractor dealer looking to increase local sales, Facebook ads can be an incredibly powerful tool. With over 2.8 billion monthly active users, Facebook offers a vast audience for businesses to target their ads. However, with so many options and targeting settings available, setting up successful Facebook ad campaigns can be a daunting task. In this post, we’ll cover the different ad objectives and how to choose the right targeting options to set your lawnmower and tractor dealership up for success.

Ad Objectives

Facebook offers several ad objectives, each with its own unique set of goals and targeting options. The right objective for your dealership will depend on your business goals and the specific actions you want users to take when interacting with your ads.

Here are the 6 different ad objectives available on Facebook:

Sales Objective: The Sales objective is ideal for lawnmower and tractor dealerships looking to drive direct sales through their Facebook ad campaigns. With this objective, you can set up conversion tracking to measure how many sales your ads are generating and optimize your campaigns for conversions. You can also use dynamic ads to re-target users who have shown an interest in your products, which can help to increase your sales.

Leads Objective: The Leads objective is designed to help you collect user information, such as email addresses and phone numbers, directly from your Facebook ads. This objective is a great way to build your customer database and generate leads for your lawnmower and tractor dealership. With lead generation ads, users can fill out a form without leaving Facebook, which can help to improve your conversion rates.

Engagement Objective: Engagement ads are designed to increase likes, comments and shares on your Facebook posts. These ads are a great way to increase your dealership’s visibility and build brand awareness. You can use engagement ads to promote your products, share customer reviews and testimonials and showcase your dealership’s values and mission.

Traffic Objective: The Traffic objective is designed to drive traffic to your website or a specific landing page. This objective is ideal for lawnmower and tractor dealerships looking to increase their online presence and drive more traffic to their website. You can use this objective to promote specific products or services, share blog posts and articles and drive traffic to your online store.

Awareness Objective: Awareness ads are designed to increase brand awareness and reach a wider audience. These ads are ideal for lawnmower and tractor dealerships looking to increase their local presence and build brand recognition. With this objective, you can reach a larger audience and increase your dealership’s visibility in your local community.

App Promotion Objective: If you have a mobile app for your dealership, the App Promotion objective is designed to drive app installations and engagement. With this objective, you can promote your app to a specific audience and encourage users to download and engage with your app. You can also use app install ads to re-target users who have previously installed your app but have not engaged with it recently.

Choosing the Right Targeting Options

Once you’ve chosen your ad objective, it’s time to choose the right targeting options to ensure your Facebook ad campaigns are reaching the right audience.

Here are some key targeting options to consider:

Location: When it comes to location targeting, Facebook provides several options that can help you reach users in your local area. By targeting users within a specific radius of your dealership or in a specific zip code, you can ensure that your ads are being seen by potential customers who are likely to be interested in your products and services. This can be particularly effective for lawnmower and tractor dealerships, as many customers may be searching for local options when looking to purchase outdoor equipment.

Age and Gender: Depending on the products and services you offer; age and gender targeting can be an important consideration when setting up your Facebook ad campaigns. For example, if your dealership sells equipment primarily designed for male customers, you may want to target males over a certain age range. However, if you offer products and services that appeal to both genders and a wide range of age groups, it may be more effective to target a broader audience.

Interests: Facebook’s interest targeting can be a powerful tool for lawnmower and tractor dealerships looking to reach potential customers who are interested in outdoor activities, gardening and home improvement. By targeting users who have expressed an interest in these areas, you can ensure that your ads are reaching users who are likely to be interested in your products and services.

Lookalike Audiences: Lookalike audiences allow you to expand your reach beyond your existing customer base by targeting users who share similar interests and behaviors with your current customers. This can be a great way to reach new potential customers who may not have been aware of your dealership previously.

Custom Audiences: Custom audiences allow you to target users who have already interacted with your dealership in some way, such as by visiting your website or engaging with your Facebook page. By targeting these users, you can ensure that your ads are being seen by users who are already familiar with your dealership and may be more likely to make a purchase.

In addition to these targeting options, it’s important to continually test and optimize your ad campaigns to ensure that they are driving the results you need to increase local sales. This may include testing different ad creatives, ad placements, and ad formats to see what works best for your dealership. By continually refining and improving your Facebook ad campaigns, you can maximize the ROI of your advertising efforts and reach more potential customers in your local area.

Why Do the Right Ad Objective & Targeting Options Matter?

Choosing the right ad objective and targeting options is crucial for the success of your Facebook ad campaigns, especially for a local business like a lawnmower and tractor dealership.

Choosing the right ad objective ensures that your ads are optimized for the specific action you want users to take, whether it’s making a purchase, filling out a form, or increasing brand awareness. This helps you achieve your business goals and measure the success of your campaigns more effectively.

Secondly, choosing the right targeting options helps you reach the right audience, which is key for a local business. By targeting users in your area who are interested in your products and services, you can ensure that your ads are reaching the people who are most likely to become customers. This not only helps you increase local sales but also helps you maximize your advertising budget by reducing wasted ad spending.

Additionally, by using advanced targeting options like lookalike audiences and custom audiences, you can reach users who are like your existing customers or who have already shown interest in your dealership. This can be particularly effective for increasing brand awareness and driving conversions.

Choosing the right ad objective and targeting options is essential in achieving your business goals, reaching the right audience, and maximizing the effectiveness of your Facebook ad campaigns. By taking the time to research and test different options, you can optimize your campaigns for success and increase local sales for your lawnmower and tractor dealership.

Monitoring Performance & Optimizing as Needed

Once your Facebook ad campaigns are up and running, it’s important to regularly monitor your results and make optimizations as needed. Facebook’s Ads Manager provides robust reporting tools that allow you to track key metrics like impressions, clicks and conversions.

One important metric to keep an eye on is the cost per result. This metric tells you how much you’re paying for each desired action, such as a click or a conversion. If your cost per result is too high, it may be time to make some optimizations to your targeting, ad creative, or ad placement.

Another important metric to track is the relevance score. This score indicates how relevant your ad is to your target audience. The more relevant your ad, the higher your relevance score will be. A high relevance score can lead to lower costs and better performance.

It’s also important to continually test and optimize your ads to see what’s working and what’s not. For example, you may want to test different ad formats, like image vs. video ads, or different ad placements, like mobile vs. desktop. By testing and optimizing your ads, you can find the winning combinations that drive the best results for your dealership.

It’s important to set realistic goals for your Facebook ad campaigns and measure your success against those goals. If your campaigns aren’t meeting your goals, it may be time to re-evaluate your strategy and make changes as needed. By regularly monitoring your results and making optimizations, you can ensure that your Facebook ad campaigns are driving the results you need to increase local sales for your lawnmower and tractor dealership.

Summing It Up

Facebook ads can be a powerful tool for lawnmower and tractor dealerships looking to increase local sales. By choosing the right ad objective and targeting options, you can ensure that your ads are reaching the right audience and driving the results you need to grow your business. Remember to continually test and optimize your ads to ensure maximum effectiveness. With the right approach, your Facebook ad campaigns can become a key driver of success for your lawnmower and tractor dealership. By following the tips outlined in this post, you’ll be well on your way to setting up successful Facebook ad campaigns that help you achieve your business goals. Good luck!

Are you too busy running your dealership to manage your Facebook Ad Campaigns or Social Media? Dealers Digital can help. Contact Us today to start the conversation about how we can help you grow your business!

Leave a Google Review.

4 Marketing Trends to Watch Out For in 2023

January 13, 2023

by Bridget Winfrey with No Comment Uncategorized

4 Marketing Trends to Watch Out for in 2023

Marketing is constantly evolving, and as we move into the new year, it’s important to stay aware of the latest trends in order to stay ahead of the curve. From the rise of influencer marketing to the increasing use of AI, businesses need to be aware of these trends to effectively reach their target audience and drive sales. In this blog post, we will take a closer look at the current marketing trends that businesses should be paying attention to in today’s fast-paced digital landscape. From interactive content to personalization, we will explore the ways in which these trends are shaping the way businesses market their products and services. Whether you’re a small business owner or a marketer at a large corporation, understanding these trends is crucial for success in the year ahead and beyond.

Influencer Marketing Trends

Influencer marketing will continue to grow in popularity. Influencer marketing is a form of marketing that involves partnering with individuals who have a large following on social media to promote a product or service. These individuals, known as influencers, have the ability to reach a large and engaged audience, and their endorsement of a product or service can be an effective way to generate buzz and drive sales. Influencer marketing is becoming increasingly popular because it allows brands to reach a large and engaged audience in a way that feels authentic and genuine. There are a variety of different types of influencers that businesses can work with. Some of the most popular categories include celebrities, micro-influencers, and niche-specific influencers.

Celebrity influencers have a large following and are often considered to be experts in their field, they can be more expensive to work with, but their endorsement can have a big impact. Micro-influencers have a smaller following, but they tend to have a more niche audience, which can be ideal for specific products or services. They are also more affordable to work with than celebrities. Niche-specific influencers are experts in a specific field and have a large following within that niche, they can be a great option for businesses looking to target a specific audience.

Influencer marketing can be a highly effective way to reach a target audience, but it’s important to remember that not all influencers are created equal. It’s important to do research and choose influencers who align with your brand and whose audience aligns with your target market. Additionally, it’s important to make sure that the influencer’s content is authentic, and that their endorsement of your product or service is genuine.

It’s worth noting that influencer marketing is not only limited to social media, it can also be done through podcasts, blogs, and other platforms. Let’s take a look at how influencer marketing may change this year.

Micro-influencers will become more important: Micro-influencers are individuals with a smaller following but have a niche and specific target audience. They can be more affordable to work with than celebrity influencers and can be very effective in reaching a specific target audience.
Authenticity will be key: As consumers become more savvy, they will be able to tell when an influencer’s endorsement is not genuine. Your dealership should look for influencers whose values align with their own and whose content is authentic.
Influencer marketing will expand to new platforms: Social media platforms such as TikTok and Clubhouse are growing in popularity and will be a new frontier for influencer marketing. Small businesses should look to expand their influencer marketing efforts to these platforms in order to reach a new and engaged audience.
Long-term partnerships will become more common: Your dealership should consider forming long-term partnerships with influencers in order to build lasting relationships and create a sense of authenticity.
Transparency will be a must: With the new FTC guidelines around influencer marketing, it will be important for small businesses to be transparent about their relationships with influencers and disclose any sponsored content.
Influencer marketing will be integrated with other marketing channels: Influencer marketing will not be a standalone channel but will be integrated with other marketing channels such as email marketing, paid media, and website optimization to increase reach and conversions.

By keeping these marketing trends in mind, small businesses can effectively leverage the power of influencer marketing to reach their target audience and drive sales in 2023.

Interactive Content

Interactive content will become more prevalent. As technology continues to improve, we can expect to see more businesses incorporating interactive elements into their marketing campaigns. These types of content are becoming increasingly popular because they allow customers to actively participate in the marketing process, which can lead to increased engagement and brand loyalty. As technology continues to improve, we can expect to see more businesses incorporating interactive elements into their marketing campaigns, as well as more sophisticated and creative forms of interactive content. Here are a few things to consider about Interactive content.

Interactive video: Interactive video is a type of video that allows viewers to interact with the content through polls, quizzes, and other interactive elements. This can help increase engagement and retention.
Virtual and augmented reality: With the continued growth of VR and AR technology, small businesses can expect to see more opportunities to create interactive content that immerses the viewer in a brand experience.
Live streaming: Live streaming allows small businesses to connect with their audience in real-time, and it can be a great way to generate engagement and buzz.
Interactive storytelling: Interactive storytelling is a way for small businesses to create an engaging narrative that encourages customers to interact with the content.
Interactive infographics: Interactive infographics can be used to present data and information in a visually appealing way and also allow customers to interact with the content.
Interactive email campaigns: Email campaigns that allow customers to interact with the content by clicking on links, taking quizzes, and more can help increase engagement and conversions.

Personalization

Personalization will become even more important. By providing personalized experiences to customers, businesses can increase customer loyalty and drive sales. Personalization is the process of tailoring marketing messages, products, and services to the individual needs and preferences of customers. With the rise of data and technology, businesses will be able to personalize their marketing efforts to a greater degree than ever before. Let’s take a closer look at some of the different types of personalization.

Granular personalization: Personalization will be done in a more granular level, such as personalizing the customer experience through each stage of the customer journey. This will involve creating tailored content for different segments of the customer base, based on their behavior, demographics, and interests.
Predictive personalization: AI and machine learning will be used to analyze data and predict customer behavior. This will allow businesses to create personalized content that is more relevant and effective.
Voice and visual search optimization: With the growth of voice assistants and visual search, businesses will need to optimize their content to be discoverable through these channels. Personalization will be important to make sure the content is tailored to the specific voice or visual search queries.
Interactive personalization: Interactive content will be used to personalize the customer experience. For example, personalized quizzes, polls, and surveys that help customers find the products or services that are most relevant to them.
Personalized email campaigns: Email campaigns will be personalized based on customer behavior, demographics, and past interactions.

Businesses that can effectively personalize their content will have a competitive advantage. By understanding their customers’ needs and preferences, they are able to create content that resonates with their target audience, and drives conversions.

The Use of Artificial Intelligence

The use of AI in marketing will increase. From chatbots to personalized product recommendations, AI is being used. AI is being used increasingly in marketing to help businesses automate repetitive tasks, analyze data, and make predictions about customer behavior. In 2023, we can expect to see more businesses using AI to improve their marketing efforts. Let’s look at some ways your dealership can implement artificial intelligence.

Chatbots: Your dealership can use chatbots to provide customer service, answer frequently asked questions, and even make product recommendations. Chatbots can save time and money, by automating repetitive tasks and allowing businesses to engage with customers 24/7.
Predictive analytics: Your dealership can use AI to analyze customer data and make predictions about future behavior. This can help businesses identify trends, target their marketing efforts more effectively, and make better decisions.
Personalization: AI can help your dealership personalize their marketing efforts to a greater degree than ever before. Personalized product recommendations, personalized email campaigns, and other personalized marketing efforts can help increase customer loyalty and drive sales.
Image and voice recognition: Your dealership can use AI-powered image and voice recognition to improve their customer experience, for example, by making it easier for customers to find products on their website or by providing voice-enabled customer service.
Content creation: AI can be used to enhance creativity, such as creating ad copy, images, and videos that are more engaging and effective.
Automation: AI can be used to automate repetitive tasks such as data entry, inventory management, and financial forecasting, allowing small businesses to focus on more important tasks.

It’s worth noting that although AI can provide many benefits for your dealership, it’s important to ensure that the implementation is done in a responsible manner and the data is protected. Additionally, your dealership may want to consider working with a partner or consulting with experts to implement AI solutions and maximize the benefits.

Marketing Trends in 2023 and Beyond

Influencer marketing will continue to grow in popularity as more brands turn to influencer marketing as a way to reach their target audience, with a shift towards micro-influencers and authenticity. Interactive content will become more prevalent as it allows customers to actively participate in the marketing process, which can lead to increased engagement and brand loyalty. Personalization will become even more important as it allows businesses to tailor their marketing efforts to the individual needs and preferences of customers. And the use of AI in marketing will increase, from chatbots to personalized product recommendations, it will help businesses automate repetitive tasks, analyze data, and make predictions about customer behavior.

It’s important to note that not all marketing trends may apply to every business but keeping an eye on them will give an overview of what is happening in the marketing industry and help your dealership make informed decisions about how to adapt and grow. By understanding these trends and staying ahead of the curve, businesses of all sizes can effectively market their products and services in 2023 and beyond.

About Dealers Digital

At Dealers Digital Marketing, we understand the unique challenges that dealerships face in the highly competitive digital landscape. Our team of experienced digital marketers has a deep understanding of the industries we serve and the customers they target. This knowledge allows us to create comprehensive and effective digital marketing strategies that are tailored to the specific needs of each dealership.

What sets us apart from other digital marketing agencies is our focus on results. We prioritize data-driven strategies that have measurable outcomes, allowing our clients to see the tangible impact of their investment. Our team uses cutting-edge technology and industry best practices to stay ahead of the curve and deliver the highest quality service to our clients.

We believe that our success is directly tied to the success of our clients. That’s why we are committed to building long-term partnerships and providing exceptional customer service. When you work with Dealers Digital Marketing, you can trust that we have your dealership’s best interests at heart and will work tirelessly to help you achieve your goals.

If you need help with Search Engine Optimization, Social Media Management or Digital Advertising – Look no further!

Leave us a Google Review.

How Smart Dealers Can Market Themselves in an Inventory Crisis

June 11, 2021

by Brett Morris with No Comment Business Listings Search Engine Optimization

This article originally appeared in the July edition of OPE Business

Do you remember last year when the pandemic hit, how much fear swept across small retail businesses? Nobody knew how the pandemic would affect sales and ultimately their livelihoods, causing many of our dealers to pause their marketing and advertising efforts. And while COVID was certainly unkind to many small businesses, many of the dealerships we work with reported better than expected sales volumes. The smart dealers who continued to advertise in the early stages of the pandemic, reaped the benefits of being proactive in their messaging.

Fast forward to 2021 and the lasting effects of the pandemic are starting to manifest in inventory scarcity, resulting in a different type of crisis. Again faced with uncertainty, we’ve heard from many dealers who are pausing advertising programs, which is understandable if there is no inventory to sell, but the most proactive dealers can still position themselves to be top of mind when supply finally catches up with demand.

Here are three ways you can keep your dealership visible to potential customers.

Utilize Google My Business
If you’ve sat in any marketing webinar in the past two years, every dealership marketing consultant has likely driven home the importance of utilizing your Google My Business (GMB) profile and I am certainly no different. Why? Because it’s free and it’s extremely powerful. Here’s are two new features that will hep you make the most of your GMB profile:

Turn on GMB Messaging: Google recently turned on the ability for customers to message you directly from your GMB profile. Make sure you go into your GMB settings and turn on this functionality. Eliminating any friction between you and your potential customer is important, especially in this competitive space.
Add products to your profile: In 2020, Google gave businesses the ability to manually add products directly to their profiles, complete with photos and pricing information. So if a potential customer is searching for “Cub Cadet Ultima ZT1 42” and you’ve added that product to your local profile, you’ll boost your chances of being discovered for that product.

Engage Your Existing Customer List
In the OPE industry we find that dealers will spend tens of thousands of dollars per year to acquire new customers and ignore (or just take for granted) their existing customer base. According to Marketing Metrics, the probability of converting an existing customer is between 60 – 70%, but the probability of converting a new prospect is only between 5 – 20%.

The way our industry is structured, especially with how co-op ad dollars from OEMs work, the majority of our focus tends to be on new customer acquisition. And while acquisition is extremely important, think about where your business really makes its money and its margins. Most would say it’s in service and repeat purchases.

Every dealership has a customer list, but do you have contact information for your customers? An email address? A cell phone number? Maybe buried in your DMS somewhere? Smart dealers can take control of their data but utilizing a CRM (Customer Relationship Management). If you don’t have a CRM or a DMS capable of exporting your customer list, making this a priority for the second half of 2021 is a good move. When coupled with an email marketing and text automation tool, creating and maintaining a robust CRM pays dividends multiple times over by allowing you to communicate with existing customers in real time, informing them of service promotions or other incentives. And if you DO happen to have good inventory on a particular model, you may be in a unique position to sell quickly to a captive audience.

Once you have a system in place to capture and nurture those contacts, consider driving more people to sign up to join your list. Be creative by creating a “wait list” for customers to sign up to be informed when new inventory arrives you can have them sold by the time they hit the floor.

Don’t Stop Spending
If you decide to completely stop your advertising programs during slow times, remember that there is always a competitor out there who is maintaining some level of spend to make sure that their name is the first one found when customers are searching. You should definitely cut down your ad programs from your usual peak spending highs, but make sure you maintain a presence to keep your dealership in the spotlight. You can stop video ads, banner ads and even social ads during this time, but consider keeping some budget in the Google network, either utilizing Search ads or Local ads. These ad types appear when someone is specifically searching for you or products you provide so this tactic allows you to be present when a potential customer is showing some intent to find you. Best of all, if they don’t click, you don’t pay.

It is important to spend any “down time” preparing for when inventory starts to arrive because this forced shift in seasons won’t last forever. If you are proactive now, you won’t be scrambling to move late-arriving inventory before selling season is completely over.

How to Reach Your Audience With Digital Advertising.

June 12, 2020

by Brett Morris with No Comment Digital Marketing Local Marketing

Digital advertising comes in many different varieties, including display advertising (those web banners next to your favorite Youtube videos), sponsored ads (such as those on Google and Facebook), and of course, search ads —just to name a few! There are a ton of ways to reach your audience, and a lot of ‘Best Practices’ to remember.

So where do you start?

While there are a ton of online options to choose from, reaching your intended audience will still require a little bit of finesse. Luckily, using digital advertising to get your message across is easier than you think.

PICK THE RIGHT PLATFORM

In 2008, only 24 percent of the United States had a social media account. Today that number has skyrocketed to 81%. While traditional mediums such as television and newspapers still have their place, most companies are turning towards digital advertising for the majority of their needs—and who could blame them?

As of 2019, tech titans Google and Facebook together control over 77% of total internet revenue growth. Furthermore, in the third quarter of the same year, Google and Facebook together controlled 99% of advertising growth, with this number projected to be on the rise).

Why would you settle for anything but the best? Pick the right digital platforms and go where your ads will be seen.

KNOW YOUR AUDIENCE

Knowing your target demographic is undoubtedly one of the most beneficial tools in your advertising toolbox. Why? First off, not only does it give you a leg up for reaching the most likely people to buy your product or service, but it also helps to pick the appropriate platform and technology to deliver your message.

Audience facts you’ll want to know are things like where they live and shop, what their needs are, what your product specifically can do to solve one of their problems, and why they would find your brand appealing.

It also helps with ad targeting if you know ‘People who like -this thing- also tend to like my brand’ – so you can expand your reach to target people who like that other thing, knowing that there’s a good chance they’ll like you as well.

But be warned. Once you have their attention, there’s still plenty of work to do!

BE ORIGINAL

Did you know? The average clickthrough rate of display ads across all formats is a measly 0.06%.

From the moment that first browser opens in the morning until that last cat video before bed, internet users are bombarded with dozens of digital advertisements. By the time they get to work they’ve seen so many digital ads that they’ll likely only remember one or two, if that.That’s why it is vital to have the most creative content on the web to achieve that long sought after CLICK.

While you don’t have to break out into 90’s jingles and fake mustaches, you can win over big crowds by being entertaining, and authentically you. A brand that is unique and recognizable is one that is easily remembered – and you want to be top-of-mind when someone is thinking about buying your equipment.

So go against the grain and dare to be different!

GET INTERACTIVE

As the internet continues to advance, media is consumed differently.

More and more people are getting their entertainment and news from streaming options such as Netflix, Roku, Hulu and YouTube, and social sites like Facebook, Instagram, and Twitter. It’s incredibly integrated into our lives.

So what does this mean for digital advertising?

Interaction!

Interactive ads get a higher clickthrough rate of around 6 percent, whereas most digital ads remain at a fraction of one percent.

Good advertisements tell a story that engages the audience. If you’re a mower dealer, enticing future customers with starbursts of color showing your sale prices for pages and pages just isn’t interesting.

But when you intrigue potential buyers with an eye catching video, a hilarious one-liner or a captivating call to action, you give them autonomy. If you provide them with education, they’ll be more likely to share your brand with their friends and use you as a resource, coming back again later. You can reach a wider audience by providing more reasons for them to share and return!

Don’t tell customers what to think, but instead show them why buying your product is the best decision.

KEEP IT SHORT AND SWEET

Don’t say too much! Short messages that pack a wallop and avoid cliches go a long way in the digital advertising world. Hook readers in with a memorable joke, a one liner, or a quick play on words. If you have a lot to say, break it into smaller pieces.

Did you know novels with shorter chapters tend to have people read more of the book? Since each chapter break allows the person to pause and digest what they’ve read, it’s easier for them to understand what they’ve read and stay intrigued to learn more.

A series of fairly short, related articles that link to each other will generally do better than one massive article. Those same articles can help your SEO, put you in a position to seem like a leader and educator, and really showcase your brand’s helpfulness to the local community.

TUG AT THEIR HEARTSTRINGS

While traditional word of mouth will always impact local business, the trick is to give them something positive to talk about. The most important thing about your digital advertising campaign should be about connecting with your audience. A little passion goes a long way.

Whether it’s a push to remember to use pesticides in an environmentally friendly fashion, to support a local business – giving people meaningful content to talk about scratches beyond the surface of a product and relates to people at a meaningful level.

Whether your message is sensitive or funny, at its core it should come across as authentic.

Make your digital ad memorable and appealing, and your brand will have those qualities as well.

Was this article helpful? Read more about improving your online presence, advertising, and more at our blog!

The Basics of Online Advertising

May 28, 2020

by Brett Morris with No Comment Digital Marketing Local Marketing

How does online advertising help a local outdoor power business grow?

Digital advertising consists of a range of services, all of which work together to promote a business online. From social media ads, to search engine ads, video ads, and more.

Simply put, digital advertising increases awareness, and lets you track exactly how much awareness you’ve got.

More and more businesses are increasing the amount that they spend on digital advertising, and experts like Jamie Turner suggest digital advertising on social platforms is well worth the spend, especially for small businesses.

“If I were to provide one tip to people who are using social media, it would be this — don’t be afraid of paying for social media reach and clicks.” – Jamie Turner, 60secondmarketer.com

The best part about digital advertising is that results can be easily monitored and ROI can be easily tracked. You probably don’t want to be spending lots of money without some proof of performance right?

With traditional media channels, there is sometimes no way of tracking the effectiveness of an advertisement in terms of advanced data analytics. You might put a TV ad out for your dealership, or a print ad in a newspaper – you can get an estimate of how many people saw that ad, but you don’t really know for sure how many of those called your shop because they saw your ad, and you don’t know EXACTLY how many people actually veiwed it. You can get estimates, but you don’t KNOW.

With digital advertising, companies like Google and Facebook allow users to access advanced analytics. This way local businesses know that their money is being well spent and that the digital advertisements are positively impacting their storefront.

When determining the success of an ad, the important factors will differ case by case. For the most part, the success of an ad lies in the indicators listed below.

ROI indicators/measures of a successful campaign:

Impressions: the actual # of views on an advertisement
Clicks: the actual # of direct clicks on the advertisement
Engagements: Social & landing page clicks
Results: In most cases, results come in the form of a phone call or a store visit.

The Best Places for Online Advertising

Through our team’s extensive work in the digital advertising space, we have come to the same conclusion as pretty much every digital advertising company. The best places to spend money on digital advertising are Google & Facebook.

With digital advertising, not only is a local business visible online, but they are visible to the right people online. Platforms like Facebook and Google allow for advanced targeting, which puts a local business in front of consumers who are more likely to convert into a sale.

Plus, Google and Facebook accounted for roughly 60 percent of ad spend in 2017!

Why advertise on Google?

Reach: Google is the largest search network in the world, and consumers are using Google every single day to search for local businesses. Utilizing Google’s massive network capabilities, digital advertisers are able to find ideal prospects and get in front of users looking for their products/services.

In the age of digital, people are not looking at TV commercials or listening to radio ads to find a local business, they are searching for a service and then locating your business online.

With 3.5 Billion Google searches conducted every single day, customers are looking for local businesses and businesses should want to be on Google.

Flexibility: Google allows the local advertiser to spend whatever they want, whenever they want. With flexible options for ad spend, advertisers are able to test what works and what doesn’t work for a business. Spend a bit, wait to see how the campaign performs, and then reinvest in larger budgets for greater prospect reach.

Why advertise on Facebook?

Audience: The audience on Facebook includes 1.32 billion daily active users (DAUs) on average, at an increase of 17% year-over-year. As a local business, you simply cannot ignore the fact that Facebook is likely an intersection in which you can find prospective customers. If the daily average users stat doesn’t have you convinced then let’s talk about how often social media is being used. The average person spends nearly 35 minutes everyday JUST on Facebook, according to a recent study by Mediakix.

If there is one thing to take away it is that the audience on Facebook is MASSIVE, and they are on Facebook a LOT.

Targeting: Facebook Ad targeting is a local marketer’s dream. Facebook allows the ability to focus on users so microscopically that you can basically become a bit of a digital stalker (in a good way?). Target users by their interests, behaviors, age, gender, location, and really anything that their Facebook profile may reveal about them including job title.

The Facebook algorithm has brought about changes to the local advertising landscape, but it remains one of the best environments for local businesses to get the word out about themselves!

Conclusion

By leveraging these two platforms, every local business can easily take their online advertising game to the next level, and begin to rake in new revenue—with the data to back their investment.

Was this article helpful? Read more about online advertising, local SEO, Social Media management, and more on our blog!

Dealers Digital

Posts tagged: digital advertising