Facebook Is Hot. Rising AdWords Costs Are Not.
Between 2012 and 2014 alone, AdGooroo reports that AdWords costs rose 83% for the Automotive category. It was the second highest category in terms of inflation (Legal was #1).
Now with Google getting rid of the ads on the right rail, those AdWords bids are about to skyrocket. Dealers need a better strategy to combat these costs.
Already they’ve been looking at Facebook. As the social site with the largest digital audience penetration and engagement, it’s a gold mine for marketers.
And many dealers and vendors have been already been experimenting with Facebook, some with questionable results. Some have thrown up their hands and said, ‘We can’t make Facebook work for us. All we’re getting is cheap traffic that doesn’t convert.”
We would caution you against throwing out the proverbial baby with the bathwater. Getting quality results on Facebook IS challenging without the right technology. At LotLinx, we’ve developed that technology for dealers, which is why the dealers on LotLinx Deeplinking™ for Facebook have been getting such impactful results, to the tune of 66% cheaper and 44% better than AdWords. That’s 66% lower in cost per click, 44% better in VDP conversions.
Our technology stack contains 3 elements:
- Custom audience targeting technology: LotLinx combines data from our automotive platform sites, your site, and Polk data from Facebook to determine a car shopper.
- VIN-specific ad creative: When a Facebook user is deemed to be a car shopper, a VIN- specific ad is served to them during a Facebook session.
- Deeplinking™ directly to VDP: When clicked, the ad lands the user directly on your VDP, giving your dealership another “showroom up.”
We’ve created a tool to help dealers estimate just how much LotLinx Deeplinking™ for Facebook might benefit them. The CPC Optimizer tool is easy and free to use. Just put in your dealership URL and email address to access it.
Put in your current monthly AdWords spend, cost-per-click, target Bounce Rate and target Time on Site.