After Sales is a large profit center for any automotive dealership and should not be forgotten about when it comes to digital marketing. Paid Social is a great place to have a presence for After Sales to stay top of mind of current customers and reach more potential customers.
Green Line's approach for promoting After Sales on Paid Social is to drive awareness and engagement of the Online Service Scheduler tool or form fills and service promotions to corresponding owners. Below are some key ad types for different objectives, ad formats and audiences.
Doing Social Differently
- In-platform management for a hands-on management backed by budget automation.
- A/B testing, utilizing top available ad format offerings, and optimizing based on targets rather than vanity metrics.
- Install Relevant Meta Pixels including: Remarketing, Service Scheduler and Call Tracking
- Take advantage of all data available and tailor it down to the last stitch.
Objective: Awareness
Optimization: Impressions
Ad Format: Single image or video ads
Audience options: Owners of dealership make or customer lists
Running awareness ads is a great entry point to After Sales digital marketing on Paid Social. Because you are optimizing for Impressions, the CPM (cost per thousand impressions) is usually very low, which allows your budget to go further. With this ad type, we would recommend a message that reinforces convenience or savings.
Objective: Website Traffic
Optimization: Link Clicks
Ad Format: Single image or carousel ads
Audience options: Broad, predictive targeting
Drive potential customers to your website service scheduler or service specials with web traffic campaigns. You can also exclude recently serviced customers from this campaign to conserve budget and ensure relevant targeting.
Increase customer engagement by using creative that highlights:
- Low-cost oil changes
- Seasonally relevant tune-ups
- Same-day / same-week service availability
- Guaranteed service loaner vehicles
Objective: Leads
Optimization: Cost Per Lead
Ad Format: Ads that click to Message
Audience options: Broad, predictive targeting
If your store has dedicated team member(s) to answer Facebook leads, this ad type might be a great way to increase your Schedule Service appointments. Using the chat tool can help remove friction that a customer might experience when trying to schedule a service appointment online. We recommend testing into this ad type if you receive ~50 schedule service leads a week from Paid Social.
