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The Daily Stream

Advertising News for the New Media

Avoid Wasted Ad Spend, Create Ads That Get Noticed

June 23, 2016 // By: Robin Tartleton

Digital Advertising is a growing industry with businesses investing more each year. That means more advertisers are fighting for the eye of the consumer. The average consumer has an 8 second attention span, down from 12 seconds in 2000. According to Inc. the average person now has a lower attention span than a goldfish, meaning your ad needs to be more engaging than ever before.

Will Display Ads Take Over Search?

February 12, 2016 // By: Dan Gaughan

You may have heard that in 2016, more money will be spent on display ads than on traditional PPC. You may find this a little surprising considering that some believed display advertising would be dead.

How to Improve Your Online Display Ads

December 26, 2015 // By: Tina DiSerafino

While surfing the internet, hundreds of online display ads pop up, but how many of these ads actually make you want to click and buy what’s being promoted? How many subject lines on the emails in your promotions folder make you want to open their message and buy what they’re selling?

The Pros and Cons of Facebook’s New Ad Structure and How to Take Advantage of Them

June 25, 2014 // By: Michelle McGowan

Excuse the cliché, but they weren’t lying when they (who is “they” anyway?) said technology is constantly evolving. Even as someone fully immersed in the platform for most of my waking hours, I still find myself struggling to keep up with the updates Facebook makes for its advertisers, brand pages, and users in general.

5 Reasons Your Vehicle Details Pages Are Failing to Convert

March 26, 2014 // By: Stream Companies

Will My Facebook Likes Ever Sell Cars?

February 13, 2014 // By: Amol Waishampayan

Warning: the following isn’t for the faint hearted. It’s brutal honesty. A dose of truth to change the automotive marketing social media world for the better.

Most likely, your typical Facebook automotive dealership page looks something like this: little to no page growth, lot’s of dealerrater.com reviews being published, and maybe a few Likes by your general manager, his wife, and underperforming members of the sales team that probably have nothing better to do.

Why would any dealership invest in that? It looks like a no-hope cause, probably comes off as #$% to most people, and all the statistics in the world about visits, traffic, and comparative percentages sound like they are way too desperate, clawing for some budget. So, is there any value there at all?

As a Digital Creative Director, I lead the social media department for Stream Companies, so trust me - there’s a point, and it’s coming.

There’s a 3-prong philosophy I have for all businesses (including dealerships) on social media and it goes like this:

“People hate being sold, but love to buy, Everyone wants to be special, and Social is a window into your Business.”

You really shouldn’t bother with Facebook if your business isn’t painting a picture to your customers about who you are, the kind of people who work at your dealership, how you make people feel special, and a good dose of confidence.

It’s not enough to say you’re about customer service, I mean who isn’t? Social is where you prove it. Show you’re not full of it and publicize pictures of happy customers with their new cars (they love feeling special), sales people smiling, events at the dealership, new cars on the lot, take home tips from fixed operations, and more “behind the dealership” content. Make it a blast and get them excited. It may not generate 1 lead tomorrow, but it will generate 10 in the next month.

People are numbed to HUGE sales events that seem to get bigger in every ad, and UNBELIEVABLE promotions that sound unbelievably more manipulative every season. It seems the more desperate we are, the more we overcompensate with punctuation.

Unfortunately in a social world, it just decreases your ‘cool’ level. Don’t underestimate ‘cool’, it’s attractive to every demographic and it sells anytime, every time. Be genuine, be real, and be social.

Now if you’re someone who very reasonably needs data and metrics to validate some pretty blunt suggestions and claims, I’ve got you covered.

Facebook recently did an official investigation into how they fare with local automotive dealerships. They looked at five major automotive campaigns on Facebook between May and August 2013, showed that Facebook ads increased brand searches 11% and 10% per person, while decreasing brand searches for competitors by 3% and searches for competing models by 14%.

They also found the reach was incredible - 70% reach among in-market households. What is astounding is the accuracy in that reach, you can target by true intent, not just stereotypes. If someone’s talking about Hyundai, you can target them!

"As more people shop for cars and conduct research online, marketers using Facebook have never had greater opportunity to influence every stage of the purchase funnel,” said Kass Dawson, head of automotive strategy at Facebook, during the Automotive News World Congress in Detroit."

The numbers prove two key things: you can find who your looking for to “invite” them into your community, and your ability to showcase who you are on social actually affects the rest of your marketing.

I challenge every automotive Dealer, GM, and Marketing manager to be FIRST in changing the game - joining the transformation on what it means to sell and service cars through social media.

 

All data is significant at 90% confidence interval. Brand Site and Model Page data based on June campaigns.

  1. eMarketer, 7/13.
  2. Vehicle consideration based on McKinsey Quarterly, 6/2009. Dealer visits based on CapGemini “Cars Online,” 11/12.
  3. comScore, 7/13.
  4. Datalogix analysis, including all transactions from January – March 2013.
All the best,

Amol Waishampayan

 Amol Waishampayan is the Digital Creative Director at Stream Companies, a Philadelphia area advertising agency.

 

PPC 101: Getting the Most Out of a Small Paid Search Budget

January 16, 2014 // By: Stream Companies

Many of us know PPC can be a great advertising tool for direct response – increasing clicks and conversions on your website.  But many times, marketing teams are limited with a tight budget within their PPC accounts (i.e. you don’t have enough money on a daily basis to keep up with available search demand). 

How Business Owners Use Google Analytics To Gain An Edge & Make Smarter Decisions

December 20, 2013 // By: Stream Companies

As more and more marketing efforts migrate into the digital space, business owners and marketing executives have grown to expect quality data and reporting for every campaign. This expectation has become increasingly important as the ability to track and measure your marketing now provides owners with more insight into one of the most important metrics: ROI.

How To Use Ad Extensions To Improve Your Ad Rank

November 18, 2013 // By: Stream Companies

To further improve their ad opportunities, and provide customers with more useful search results, Google recently added a new metric to AdWords, called Ad Rank: a calculation based on the combination of Quality Score and the amount you bid on a given keyword.

What You Need To Know About Choosing Your PPC Budgets

July 25, 2013 // By: Stream Companies

One of the most common questions when starting a Google pay-per-click account is, “How much should I spend?”