What’s New and What’s Changed
Welcome to part 2 of our blog series on converting unsold leads with Facebook – What’s New and What’s Changed – because Facebook has changed dramatically even in the past year.
In 2018, news broke of a political data firm, Cambridge Analytica, getting access to the data of more than 50 million users to gain knowledge of their preferences and potentially influence their behaviors and votes.
Facebook responded to public outcry by changing the ways it allows ad campaigns to target specific demographics. This included limiting data used by marketers to create customized lists. Data providers now have to be vetted and become “whitelisted,” and then agree to terms and conditions before they can use the full power of Facebook’s custom audience tool.
Custom Audiences allows users to upload email lists they already have in order to reach matching addresses on Facebook with targeted advertising.
The changes to this tool have affected some of the ways dealers can find an audience for their marketing, but it hasn’t removed Facebook’s potential value to your dealership.
In fact, Facebook recently gave automotive dealerships a new tool, upgrading the targeting capabilities of inventory ads to reach people who have been on other automotive or dealer-related websites (previously, targeting was limited to users who had only visited the dealer’s own site).
Some dealers using this new tool are seeing a double-digit percentage increase in user engagement while their ad spend actually decreased.
Plenty has changed in recent years for Facebook advertising, but the potential for converting prospects and unsold leads has never been stronger.
In our final part to this series, we’ll dig deeper to explain Making the Most of Your Ad Campaigns.