In this article, we’ll break down why paid social deserves a spot in your media mix and how your dealership can use it to drive more traffic, leads, and revenue.
Advertising on platforms like Facebook and Instagram helps you reach more shoppers, drive traffic, and boost sales.
As the automotive digital landscape continues to evolve, paid social advertising has become a great tool for reaching shoppers. Advertising on platforms such as Facebook and Instagram gives dealers the power to scale their reach with multiple formats including (but not limited to) promoted posts, video ads, and Automotive Inventory Ads (AIA).
Paid social isn’t just another line item in your ad budget. It’s a dynamic, data-driven tool that lets you connect directly with in-market shoppers, adjust your messaging in real time, and outpace local competitors in a crowded marketplace. Here are just a few of the reasons you should focus on Paid Social as a part of your marketing plan:
1. Targets In-Market Shoppers Who are Likely to Purchase
As part of a multi-channel marketing approach, paid social is ideal for reaching specific demographics, such as:
- Shoppers searching for new & used vehicles
- Locals within a certain targeted radius
- Categories of buyer by behavior or interest (For example, truck shoppers or luxury car enthusiasts)
The highly specific audience targeting offered by paid social campaigns means you won’t waste ad dollars on low-probability prospects. Your advertising shows up to the right people at the right time in the digital landscape.
2. Ability to Influence Early in The Buyer Journey
Car buyers typically start their search online, often weeks or months before making a final purchase. 70% of consumers now shop while multitasking (for example, while scrolling social media platforms). Paid social channels aid in the development of brand awareness during the research phase. Additionally, ad retargeting in social media feeds enhances messaging related to previously viewed inventory and specials. This lays a foundation of familiarity and trust before the customer sets foot on your showroom floor.
3. Promotes Inventory in Real Time
With the use of dynamic ads and automotive inventory catalogs, dealers can automatically showcase current inventory and update ads based on availability and pricing. This maximizes visibility for the most relevant inventory, reducing the time a vehicle waits on a dealership’s lot.
4. Boosts Offers & Incentives
Offers and incentives form an important part of a dealership’s bottom line, and paid social is invaluable in promoting them. A boosted offer or digital incentive can reliably be spread to prospective consumers within a matter of minutes, unlike traditional print media or foot traffic. Such offers create urgency and drive buzz to the dealership in a way no other channel can.
5. Even Smaller Budgets can Compete Locally
By staying relevant and being strategic about media spend, dealerships can stay competitive in a crowded marketplace while actively building brand reputation in their community. With savvy use of the paid social channel, even a modest budget can compete with the big box stores. Because of the audience targeting capabilities dealers of all sizes can not only optimize spend but truly maximize return.
Additional Paid Social Advertising Resources
Watch one of our latest webinars, co-hosted with Meta, where we explore four ways to drive more leads. During the session titled Scroll-Stopping Strategies, we also discuss future-proofing strategies to put your dealership on top of social marketing.
Interested in getting to know the DealerOn Social Advertising program? Let’s get started!
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