The sales process is fairly well documented with a few additions along the way but basically begins with a meet and greet creating a good atmosphere, qualifying a customer’s needs, followed by test drive, negotiation etc. etc. Anyone who has visited a showroom in the last 10 years is likely to have experienced something along these lines,

However with showroom footfall declining because more people are starting their car buying search online we really have to accept that this stat will only increase and of course it will.

We all now have a voracious appetite for information which we can fulfil instantly on the net and therefore it is inevitable that as technology becomes available to more people the more they are likely to use it for checking out the possibilities online first.

For example have you noticed how often you see supermarket vans outside people’s houses at all hours delivering their shopping? And although you wouldn’t realise it given how mobbed out the stores are it shows that more people are choosing this method because technology allows them to.

I even heard that McDonalds now deliver which is surely, even at this stage of the game, a recipe for disaster.[sic overseas at least]

Anyway my point is we are entering a time where video technology, when it comes to marketing cars, is upon us and having a personalised video of a particular used car at the other end of the country filmed by a “normal” sales exec to give a buyer that extra bit of confidence before making that final purchasing decision, is a reality and more car dealers are likely to be offering this service very soon.

So although with social media we can talk of our experiences with dealers and cars it may be comforting to know that if we fancy a car which is advertised 200 miles away we can virtually test drive without leaving our homes and therefore are more likely to have more confidence to buy online than ever before.

As for new cars we already believe that the next generation of new car buyers will view cars more like mobile phones to be swapped and upgraded as contracts expire than the assest our parents deemed them to be (Cars are more like iPhones to the new car buying generation).

I seem to remember once saying buying used cars totally online and not seeing it until the day of delivery would never happen, I think I might be changing my mind.

After all don’t they say never say never?

A Guest Post from MotorTradeInsider.com

First Contact is a post from: AdTorque Strategic Services

Just like consumers in almost every other sector of ecommerce, car shoppers are doing their research online before heading out to make a purchase. According to an April 2012 US poll by Digital Air Strike of consumers who had purchased a car in the last six months, review sites were a widely used tool by car buyers during the research phase of their purchase process. In fact, 69% of consumers said review sites had an impact on the dealership they visited. While this is a US study, it still stands true here in Australia where now even your rankings in local search engines are effected by how many positive review you have. This goes also for location based searches in Google Maps/Places.

Half of respondents said reading reviews of dealerships had affirmed their choice of where to make a purchase, while about one-quarter said the reviews had no effect on them. But online feedback from other customers held an outsized influence on a small minority of car shoppers—14% said reviews were the sole reason they had decided to visit a dealership. And 5% decided to change the dealership they bought from after reading negative reviews online.

And when it came to actually buying, almost seven in 10 shoppers said reviews had aided them in their purchase decision. About four in 10 said the reviews helped them in a general sense, while three in 10 had decided to purchase from a particular dealer based on online feedback from other customers. Moreover, if a dealership had been completely absent from review sites, one in 10 respondents would have been less likely to purchase from them.

Digital Air Strike’s report also audited 600  dealerships to gauge their social media presence, finding that most dealers had a lax attitude to Facebook, with only 5% posting on the social network daily. In fact, 42% of dealers posted with a frequency of less than once a week.

If you need assistance with your online reputation we have some proven strategies to improve your rankings and reputation online. Contact Us to find out more.

Most Car Buyers Now Select Dealership Based on Reviews is a post from: AdTorque Strategic Services

Why Facebook is the Most Important Digital Ad Spend for Dealers to Make.

The first key point is understanding that Facebook is where people are connecting with each other, where people are chronicling their lives and the lives of friends and family.  Nothing like Facebook has existed before—and so digital advertising on Facebook keys in on important purchase factors far earlier in the buying cycle than Google.  And far more effectively, and thus less obtrusively, because Facebook advertising follows the flow of people’s lives, rather than sitting sidesaddle on those lives as Google does.

Sidesaddle?  Yes.  Specifically, Google is ready when targets email folks using Google Gmail about their possible car purchase, or when they have reached a decision to investigate via search results.  Essentially, with Google your targets are further down the sales funnel BUT are not involved in the funnel.  They simply reach for it when they are ready and reachonly for Google’s funnel, which is large . . . but nowhere near as large as Facebook’s.  And nowhere near a part of their very lives—really, for Facebook digital advertising, the sales funnel for targets is always ready and already there:  In fact, in the case of Facebook digital ad spend, Facebook IS the sales funnel!

As well, the target group in Facebook is larger, first by the fact that Facebook is huge and users can be on any email system, not just Google’s, but can still communicate via Facebook email and timeline events to all their friends in Facebook.  And they therefore do so in a cross-platform manner–and nearly constantly, if the truth be known, so that content can always guide Facebook’s advertising.

Therefore, while your targets are organizing and notating on events, on friend’s and family’s Facebook walls, fan pages, and of course using a very, very strong gaming component, you can advertise based on their activities.  And not be riding your on isolated decisions for a later Google email or search.  In Facebook digital advertising, you as the advertiser are *participating* in your target’s lives, needs, wants in ways Google nor anyone else can match.  The strength and impact of that is enormous.

Oh, yes, don’t forget:  What about mobile?  Facebook dominates as an app on mobile phones.  And your targets who are on phones seeing mobile ads are IN MARKET like no other source in history.  Who do you want to be with on Mobile?  Your dance card had better include Facebook.

How does this apply to dealerships?  It’s huge.  Long before someone decides to search for a car, or even emails a friend about a car, on Facebook they have liked their friend’s car purchase and new-car pictures, talked about the two highest-performing life events for car purchases (new child and house closing), etc.  And, like Google, Facebook watches content to alert for advertising, but, unlike Google—nay, a universe BEYOND Google—Facebook ads are presented at the earliest and strongest discussion touch points for the target consumers.  They are part of the “stream of life” and flow along to actual purchase in a natural way.  In the most influential ways.  And in ways Google may never achieve, even with Google+.

Do you want the strongest results from your digital ad spend?  Then be a part of your prospects’ and customer’s lives in Facebook’s digital advertising.  Available data strongly shows Facebook digital advertising as more effective than Google’s and that it is also very valuable for sales (both vehicle and service) to your …

And I’m not saying abandon Google!  Not yet, anyway, and not soon, as search is still very, very important and likely will remain so.  However, Facebook digital advertising puts you in the position of being known and experienced by your targets long before they do any Google search.  Do you want to be the partner along the life they know in Facebook or the one they search for in Google?  Don’t you want to be both?

Sure you do!  Now go get those Facebook ads started!!

Why Facebook is the Most Important Digital Ad Spend for Dealers to Make is a post from: AdTorque Strategic Services

1) Coffee – Isn’t this just a given?  For you non-coffee drinkers or those working on your strategy in the evening, I suggest a nice glass of wine instead.

2) Targeting – I thought I would throw in an example here for you to guide you on determining your target market. For our company and I, our target market is: First World English speaking countries (geographically) and Social Media enthusiasts, agencies, strategists and brand departments.  VERY specific.

3) Grow Community – Now that you know your target market, go find them on Twitter and follow them. In the real world, you wouldn’t sit in the corner at a networking event and hope your market finds you and engages you. You need to get up and engage with your prospective customers and find out about them.

4) Content – Everything starts here! Remember, social media is not about YOU, it’s about your audience. Determine what THEY will find valuable and interesting and post that kind of content for them.

5) Platforms – Where does your target market most engage in the social graph? That’s where YOU need to be.

6) SMO – User patterns on the web have changed. People rarely repeatedly visit the typical website anymore. They visit, find where you have a presence in the social graph and click to connect with you there. Place your Facebook, Twitter, Etc. icons at the top of every page on your site and link them to your social media accounts.  The easier you make it for them to do this, the more effective you can be at building relationships.

7) Engage – Social media is all about relationships. Share content your fans/followers post. Start conversations and deliver selfless value to your audience. For more see: The Importance Of Content In Social Media

8 ) Activity – It’s one thing to have a strategy and a plan, it’s an entirely different thing to execute it. You will need to know exactly what daily activities you need to accomplish to execute this strategy and a commitment to actually do it!

How to Create a Simple Social Media Strategy is a post from: AdTorque Strategic Services

TV is a key driver of mobile search, with 58% of smartphone users saying they have done a search from a TV ad. More than half of the respondents in this survey (52%) say they use their phones while watching TV, although we have seen much higher shares from other surveys. But in-store ad mentions are right behind in popularity (57%), suggesting that many mobile users are leveraging the device as part of the shopping experiences. Despite premature rumors of its imminent death, the magazine still compels 48% to mobile search, but common forms of outdoor promotions like billboards and posters are less powerful, driving only 36% to search.

Mobile search is itself often just a stepping stone on a longer path to purchase, however. While 35% of smartphone users say they have purchased an item via their device, 37% say that research that started on their phones ended up being fulfilled via the PC and 32% ended up making the purchase in-store.

Until consumers embrace the mobile device as an e-commerce endpoint, mobile marketing must account for its role as a median on the road to purchase. These devices likely are playing some role in consumer decision-making even if attribution may be challenging for now. More than a third (35%) of smartphone users say they deliberately bring their devices with them to stores for price comparisons and product look-ups, while almost as many (32%) say that information from their devices has changed their mind about making a purchase in-store.

Obviously, Google wants to encourage search-centric strategies and so emphasizes the ways in which mobile is integral to the purchase path. And it recommends extreme optimization for mobile, since 61% of respondents say they don’t ever get beyond the first page of results when they do mobile searching.

And yes — the inevitable infographic highlighting some of this research is available too.

Post courtesy of Mediapost.com.

Offline Exposure Everywhere and Anywhere is Driving Mobile Search is a post from: AdTorque Strategic Services

Not familiar with Foursquare? Simply put Foursquare allows users to:

1. “Check-in” to different places or add new ones worth visiting
2. Let their presence be known to their contacts and the online community
3. Lay claim of ownership after multiple visits to the same location
4. Earn “badges” for usage levels
5. Leave tips and shouts for future visitors of the establishments

Social media outlets offer opportunities for companies to encourage brand engagement, taking it past an in-store experience to further validate their commitment to the customer. Here are some tips tfor your dealership  when using Foursquare:

• Use Foursquare like a customer loyalty card. You can give customers a special discount after a certain number of check-ins at your store. For example, every time your customer comes in for an oil change and checks in, you can give them a 15%  discount. If they become the mayor (have the most check-ins) ,you can bump their discount to 20% or so. Make sure you set clear rules about how to redeem the offer,  such as a limit of one check-in per day.
• Lure first-time visitors to your store with a special offer. Tell new customers about the discount or deal you offer when they show you their inaugural Foursquare check-in.
• Actively request reviews and tips from customers and respond to their reviews in a timely manner. Also, you can reward a consumer with the best tip and showcase it on your social media sites.
• Have employees check-in with FourSquare to give tips/shouts which let other customers checking in know what some recommended specials may be.
• Remember that Foursquare is a game and that’s what makes it fun and addicting! Tap into this aspect of your customers.

It’s time to, “ be there or be square.” You might not use Foursquare, but according to the the American Pulse Survey, based on a poll of 3,349 online adults in the US, 23.2% use Foursquare at least once a day or more often.  You can leverage the power of their social network by engaging them and finding cool ways to respond to their preferences.

Do you Fourquare? I certainly do.

Foursquare – Tips on Playing the Game for Your Dealership is a post from: AdTorque Strategic Services

It all sounds easy. But if you’re new to PPC, there are a few elements of the advertising medium you need to understand in order to maximise the results of your PPC ad campaign. Here’s how:

1. The right ad style

Your PPC ad style needs to be attractive and marketable enough to grab someone’s attention. Your best shot is to write a succinct two-line message and publish an accompanying link. Be aware that you are targeting a certain demographic of customers, so write your copy in a style that appeals to them.

2. Keywords count

It is essential to incorporate your businesses’ keywords into your PPC ad. This ensures that your products and services align with the words and phrases people use to search for them. Keywords also important as the popularity of certain phrases will affect the price of your PPC ad campaign.

3.  Use analytical tools

Take the time to fine-tune your PPC ad campaign. Make use of analytical tools such as Google AdWords. These resources can dramatically ease your learning curve and save time by analysing results and refining any ad elements that could benefit from improvements.

You want to maximise your return on investment through PPC, so it makes sense to use analytical tools. They provide a snapshot of your keywords, campaigns, costs, rates, costs per conversion, costs per click and more. You can even compare past results with current efforts to see what works and what doesn’t. You will be surprised at how much traffic and sales you can generate just by tweaking a great ad campaign or fixing problems in unsuccessful PPC ads.

If all you are still unable to get the results you desire, nor have the time to dedicate, hire a professional like AdTorque. For more information view our search engine marketing page or call 02 8216 3666

Are you making the most of your PPC advertising? is a post from: AdTorque Strategic Services

I was using the Facebook Help Center over the weekend and found the basic instructions shown below to be useful… I have also included the links to each section for those who want to check out inside of Facebook.

How do I customize what my Page looks like?

The new Facebook Pages design gives you the ability to:

Page profile pictures are square and displays at 160×160 pixels. The photo you upload must be at least 180×180 pixels. We recommend uploading a square image of your brand’s logo. Rectangular images will be cropped to fit a square.Page profile pictures display next to your Page’s name around the site, so yours should stand on its own to represent your Page. You can also be creative with how your profile picture and cover photo go together. On your Page’s cover, the profile picture displays 23 pixels from the left side and 212 pixels from the top of your cover photo.

Permalink

Pinned Posts

What’s a pinned post?

Pinned posts are Page posts that admins have chosen to display prominently at the top of their Page. A pinned post always appears in the top left of a Page’s timeline and has a flag in its top-right corner. A post a Page admin pins to the top of their Page will remain there for 7 days. After that, it’ll return to the date it was posted on the Page’s timeline.Posts from people who like a Page are not eligible to be pinned posts. Page admins can only pin posts created by the Page.Use this link to Watch a video and learn more: Permalink

Editing Your Page’s Timeline

Views and Apps

How do I change the default landing view for people visiting my Page?

People will always see the timeline view of your Page when they visit it. Views and apps are now easy to find right below your Page’s cover. You can’t change the default landing view to another view or app, but you can link people directly to a particular view or app on your Page. Find the URL for a view or app on your Page in the web address bar of your browser when you visit that view or app.Use the sharing tool at the top of your Page’s timeline to create a post that links people to your app, and draw attention to the post by pinning it to the top of your Page.We also recommend adding an icon to your custom app so that people will notice it under your Page’s cover.

Permalink

Customising How Your Dealership’s Facebook Page Looks is a post from: AdTorque Strategic Services

As Google increases its consumer influence through Google Places, making sure that the reviews posted on Google Places are authentic is critical.  Review sites like Yelp and TripAdvisor have much at stake as well especially with national advertisement running from companies like Reputation Defender or Reputation.com.

Research Paper #1

The first published research paper I will reference was completed by Myle Ott, Claire Cardie, and Jeff Hancock from Cornell University.  Their work gives us insight into the growing interest in assuring that online reviews are authentic  This topic has been discussed many times within the automotive community, and I thought this research would appeal to many readers.

 Opening  Abstract

Consumers’ purchase decisions are increasingly influenced by user-generated online reviews [3]. Accordingly, there has been growing concern about the potential for posting deceptive opinion spam- fictitious reviews that have been deliberately written to sound authentic, to deceive the reader [15].

But while this practice has received considerable public attention and concern, relatively little is known about the actual prevalence, or rate, of deception in online review communities, and less still about the factors that influence it.

We propose a generative model of deception which, in conjunction with a deception classier [15], we use to explore the prevalence of deception in six popular online review communities: Expedia, Hotels.com, Orbitz, Priceline, TripAdvisor, and Yelp.

We additionally propose a theoretical model of online reviews based on economic signaling theory [18], in which consumer reviews diminish the inherent information asymmetry between consumers and producers, by acting as a signal to a product’s true, unknown quality.

We did find that deceptive opinion spam is a growing problem overall, but with different growth rates across communities. These rates, we argue, are driven by the different signaling costs associated with deception for each review community, e.g., posting requirements. When measures are taken to increase signaling cost, e.g., filtering reviews written by first-time reviewers, deception prevalence is effectively reduced.

Download PDF of Research

To download a free copy of the research paper, click on the link below to get the PDF document:

Estimating the Prevalence of Deception in Online Review Communities

Research Paper #2

A second research paper entitled “Spotting Fake Reviewer Groups in Consumer Reviews” is also a great read and the research was conducted by Natalie Glance from Google, and Bing Liu and Arjun Mukherjee from the University of Illinois at Chicago.

Opening Abstract

Opinionated social media such as product reviews are now widely used by individuals and organizations for their decision making. However, due to the reason of profit or fame, people try to game the system by opinion spamming (e.g., writing fake reviews) to promote or demote some target products. For reviews to reflect genuine user experiences and opinions, such spam reviews should be detected. Prior works on opinion spam focused on detecting fake reviews and individual fake reviewers.

However, a fake reviewer group (a group of reviewers who work collaboratively to write fake reviews) is even more damaging as they can take total control of the sentiment on the target product due to its size. This paper studies spam detection in the collaborative setting, i.e., to discover fake reviewer groups. The proposed method first uses a frequent itemset mining method to find a set of candidate groups.

 It then uses several behavioral models derived from the collusion phenomenon among fake reviewers and relation models based on the relationships among groups, individual reviewers, and products they reviewed to detect fake reviewer groups.

Additionally, we also built a labeled dataset of fake reviewer groups. Although labeling individual fake reviews and reviewers is very hard, to our surprise labeling fake reviewer groups is much easier. We also note that the proposed technique departs from the traditional supervised learning approach for spam detection 

Download PDF of Research

To download a free copy of the research, click on the link below to get the PDF document:

Spotting Fake Reviewer Groups in Consumer Reviews

Reputation Management and Marketing

I hope you found this research helpful.  If you would like strategies around how to improve your online reputation for your dealership or company then please contact us directly.

How Does Google Identify Fake Online Reviews? is a post from: AdTorque Strategic Services

The executives at AIRAID knew they needed a stronger Facebook presence. People loved their performance enhancing cold air intake systems, filters, and spacers that they sold through their website and to dealers across the country. However, their Facebook page had almost no fan interaction and less than 600 fans.

Recognizing the potential of having thousands of loyal fans that they could interact with and sell to at any time, AIRAID decided that turning their Facebook page into a success was a priority for their business.

To accomplish this, they asked Brian Offenberger and the AfterMarketer Club team to design an ad program that would generate lots of new fans. Not only that, they wanted to make sure that they were getting fans that were the most likely to turn into customers.

How AfterMarketer Club Affordably Increased Facebook Fans

The team at AfterMarketer Club quickly realized that AIRAID was the perfect candidate for a Facebook Advertising campaign. Their products were exciting, they already had a free hat giveaway to use in fan signups, and they were willing to make the investment necessary to succeed.

To design a campaign that worked, AIRAID was asked questions such as:

• What are the demographics of your customers?

• What one customer segment would you most like to reach?

• What are the main motivations for buying your products?

• How much are you willing to spend to make your Facebook page a success?

• How are you different than your competition?

• Why should a consumer spend their money with you instead of the other guy?

Eventually it was decided that, based on AIRAID’s budget and ideas, the campaign would target male fans of the 2010 Chevy Camaro in the United States between the ages of 18 and 64. The Camaro is a car that is known for its excellent fans that want to go fast and are willing to invest in the parts to make that happen. There are also several thousand Camaro fans in this demographic to target on Facebook.

With that customer segment in mind, it was just a matter of creating the right ad that would get people to take action.

The Results

The first ad AfterMarketer Club tried turned out to be a complete flop. Using traditional advertising tactics requested by the client, the ad ran for 5 days but had zero clicks. Not a single new Facebook fan came out of their advertising campaign over those 5 days.

AfterMarketer Club then decided to create a new ad from the ground up. Choosing to focus on the interests of Camaro owners and employ a modern approach to Facebook advertising, rather than focus on the AIRAID brand, the new ads were an instant success.

Over the course of just five days, the ad received 222 clicks and a whopping 121 new fans on a budget of only $3.25 per day.

Even more exciting for AIRAID, the second ad (and a duplicate ad that shows a red Camaro instead of a black one) has, over the course of two weeks, created 262 new fans for their Facebook page!

Why Ad #1 Didn’t Work

This was the first ad that was run for AIRAID and pulled after five days with absolutely no success. So why did this ad fail? After all, everyone likes free stuff, don’t they? Here’s why:

• AIRAID is not a household name. While people who know quality cold air intake systems are familiar with the company, the average Camaro owner isn’t. People may be interested in a free Camaro hat but an AIRAID hat is a tougher sell.

• Headline doesn’t capture anybody’s attention. Facebook ads only work by quickly capturing peoples’ attention with things that they are interested in. The headline “Free AIRAID Hat!” is only relevant if someone is already a big fan of AIRAID products.

• The picture is not an attention grabber. Car guys don’t pay attention to pictures of hats; they pay attention to pictures of cool cars. If your picture doesn’t draw people’s eyes to your ad text, they’ll never read it.

• The ad text is not in line with the demographics’ wants. These ads were targeted at Camaro fans, not hat aficionados. This ad made an actionable offer, which is good, but it wasn’t a relevant one.

Simply put, this ad just wasn’t relevant or enticing to the audience it was going after. Even though people like free things, they just didn’t have any reason to want a hat promoting a company that they didn’t know anything about.

Why Ad #2 Succeeded

This ad has seen massive success since we first released it and it’s no wonder why. Here’s what it does right:

• Has a relevant, compelling headline. If you are a Camaro owner, there’s no doubt that you would pay attention to a “Camaro Owners Alert.” Headlines should immediately spark interest in the rest of the advertisement.
• Picture is an attention grabber. Naturally a nice looking Camaro is going to capture the interest of people that have identified themselves as fans of that specific car. The picture is the first thing most people will notice about an ad so it’s important to have one that gets attention.
• Focuses on the desires of Camaro owners. As any performance car guy knows, nothing is more important than adding additional horsepower to your vehicle. By promising what your customers want most, you compel them to check out your offer.
• Good use of a call to action. You’ll notice we left the hat offer in the advertisement. That’s because it serves as a compelling reason to become a fan of AIRAID. Ad #2 showed people what the company was about. People were much more interested in getting an AIRAID hat when they knew that AIRAID stood for increased horsepower and better performance.

How AIRAID Continues To Improve Their Results

While the company couldn’t be more pleased with the results from their initial ad, much more is being done to create even more success in the future. Here’s how AIRAID will continue to prosper using Facebook:

• Regularly test new ad variations. While Ad #2 has done remarkably well, there is always room for improvement. By testing different wording, different pictures (like the red Camaro to the right), and even new offers, AIRAID will be able to develop even more successful ads.
• Target new customer segments. AIRAID makes cold air intake systems for a number of different makes and models of vehicle. With the basic ad formula created, they can now create ads for each of the different types of vehicle they sell and, using Facebook’s targeting features, direct them to the owners of those specific vehicles.
• Retain fans and turn them into customers. Getting people to “like” your company is just the first step. With the huge influx of new fans that AIRAID is getting, we’ve advised them on how to keep people engaged and convert them into customers. Here are our recommendations:
• Conduct contests that encourage people to post on their own walls. This entices people’s friends to “like” AIRAID and also increases fan engagement.
• Regularly post engaging status updates that encourage fan interaction. This can include questions about performance parts, auto related news, and tips on improving horsepower.
• Periodically post special offers, coupons, and information on new products to encourage sales.
• Directly identify and engage with fans that express interest in the products that AIRAID sells.

Using these tactics, AIRAID has already begun to see even more new fans, and increase their sales using Facebook. However, a Facebook page isn’t about short term gains; it’s about creating a long term community of loyal customers. AIRAID can expect to see far greater returns in the coming months and years.

How You Can Succeed With Facebook Advertising

While there is no cookie cutter one size fits all approach to Facebook Advertising, you can apply many of the lessons from AIRAID’s success to your own advertising efforts. Here are some of the most important ideas for you to take from this study:

• Don’t give up too soon. The first ad that AIRAID used was a colossal failure. It didn’t get a single click! If they’d given up then, they would have never discovered what actually works. Just because your first ad doesn’t work, doesn’t mean you can’t make a lot of money with Facebook.

• Always test ads against each other. Sometimes small ad changes can make big differences in your results. By creating multiple ads and putting them head-to-head, you’ll learn exactly what works and what doesn’t.

• Target specific customer segments. Facebook allows you to be incredibly specific about whom you target with ads. By carefully segmenting your potential customers, you can create ads that are relevant to them and that they are more likely to click on.

• Understand what your potential customers want. Understanding what people are actually interested in lets you craft ads that capture their attention most effectively. Performance car people want horsepower a lot more than they want hats. What do your customers want the most?

• Create compelling headlines. A compelling headline gets people to keep reading your ad. Your headline should tell people who the ad is for and make them want to read more. You only have about 1 second to capture their attention. Make your headline count.

• Use pictures that tell a story. They say a picture is worth a thousand words and in the case of Facebook advertising, it’s worth a lot more than that. Most people don’t want to read ads, and if they do, it’s only because one caught their eye while they were looking for something else. Pictures should tell people what your ad is all about. It needs to be relevant and interesting to your audience so they will read the rest of the ad and then take action.

• Write actionable ad copy. If your headline and picture did their job, people will move on to your ad text to decide if they want to take action. You need to use these one or two short sentences to offer something of value and convince the reader to take your desired action. This is where understanding your customers’ desires helps you succeed.

AIRAID Comments On Their Results

“We always knew that social media was going to become more and more of a mainstream media outlet for our industry and our company. When we decided to create our Facebook page we did so with little positive impact. After contacting and contracting Chris and his team at Aftermarketer Club we soon started to see the positive results that we were looking for from our AIRAID Facebook page. With the use of Facebook advertising and the ability to search your target demographic we were soon able to find and connect with customers and end consumers that were genuinely interested in the automotive aftermarket and more importantly us, AIRAID.”

-Brian Paravicini, Inside Sales Manager, AIRAID

Can You Do This?

Absolutely. Facebook advertising can be done for incredibly cheap (less than a dollar a day if you wish) and there is not much downside to trying it. Follow the advice given in this study, understand your objectives, and thoroughly test your ads and you should succeed in no time!

Of course, if your company needs help with affordable Facebook Advertising, we’re happy to assist you.

Contact Us online or give us a call on (02) 8216 3666

How Ad Headlines, Pictures, and Ad Copy Impact Results with Facebook Advertising is a post from: AdTorque Strategic Services