Don’t Let GDPR Scare You … Your CRM Has the Data You Need for Social Media Ads
This abbreviation made Facebook and the idea of “data-sharing” a trending topic. As Facebook limits access to different data points, dealerships are questioning the value of advertising on the platform. In fact, you may be among them.
We already wrote a piece about the remarkable ability to target on Facebook itself. But let’s talk about the most powerful data right now at your dealership — and how to hit this audience with the right frequency of ads.
Your CRM Creates the Ideal Social Media Audience
You’ve likely collected emails in your CRM for days, weeks, months, or even years. A lot of these are leads who didn’t end up buying a car from you — but they’re definitely not a lost cause.
This CRM data is your best data, and you can use it across channels. You must ensure it’s clean, meaning the emails are real and connect you to the right person. It may be worth your time to comb through the list to check for obvious false accounts. Other platforms, like Facebook, can filter the rest.
You sent an email to the leads that didn’t convert. Well, you’re still not done leveraging the list.
Facebook can take the CRM emails that were valid, then examine the behaviors of those users and match that to other users not in your list. It’s like Facebook finding your CRM’s long-lost twin.
Now Make Sure You Hit Them Often Enough
Okay, don’t literally hit them — but hit them in the feels with your message at the right frequency. The longer the window-to-purchase, the more you can deliver a message without causing ad fatigue. For car buyers, that window is 90 days.
Once your ads hit a frequency of 4 or more times, you’ll likely notice a drop in some of the metrics you’re tracking. That means you start wasting money and your social media manager (or marketing partner) isn’t paying attention.
Facebook gives you the option to track your frequency in every ad, so it should be used to help set your budget. If the frequency is too high, trim your budget or divide it into more ads to hit different business objectives. If the frequency is too low, boost your budget.
Do not, however, take money from your budget for paid search or other intent channels. Take it from other stimulus channels, such as television, radio, print, and so on. After all, these are channels that you can’t typically choose the frequency and deliver a message dozens of times.