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The Challenge
Up until 2022, advertisers on Meta could build their audiences crafting a targeted audience based on demographics interests and more. When that feature was removed in favor of a more automated solution, advertisers lost the ability to build a specific audience for their campaigns.
Our Dealerships were looking for a way to reach the following people quickly and affordably:
Like or comparable makes, models, etc.
Lease Ends
Service Intenders
Military and First Responders
We needed to find a way to reach these audience members affordably.
About the Dealership
The Dealerships in this case study all came to us with the same problem: they needed to reach a very specific audience. Whether it was to reach lease enders, consumers in need of service, or a need to conquest truck owners in their area, every dealership needed to create a specific and segmented audience. Polk data combined with the broad reach Facebook provides, delivers that opportunity.
Results
Campaign One:
136 Website Leads
Reduction of wasted ad dollars
Stronger ROI than Facebook intender targeting alone.
Campaign Two:
Increased CTRs (34% Higher)
Decreased CPCs (23% lower than utilizing Facebook intender targeting alone.
Strategy
The first step for us as an agency was to sit down with our clients and talk to them about what they needed.
Were there challenges moving a specific vehicle type?
Did they need to boost leads and form fills?
Who were they reaching that they felt they couldn't currently?
From there, we built the audience we felt would best respond to their goals.
Example 1: Build a campaign with an audience focused on Ford Escape owners. To help expand opportunity, adding in SUV intenders will help expand the audience and potentially convert consumers from a competing brand.
Example 2: Create an audience of Mazda intenders within a 30 mile radius with the intention of informing these consumers that a better option that two major metros exists closer. The combination of audience segmentation and targeted language of a better experience, may help website conversions.
Goals and Success Criteria
Our main goal in introducing Polk Data was to create an opportunity for our clients that didn't exist right now. The opportunity to segment audiences meant we could spend smaller amounts on focused campaigns rather than larger budgets on broader audiences.
Our second focus was improving the metrics both from their current standing, but also from previous years when segmenting was part of the package. If clients were going to spend the extra funds on data, it had to be worth it.
"The results speak for themselves. This additional data takes social campaigns to a whole new level"
Executive Summary
At CBC Automotive Marketing we work with dealerships across the country to create unique and customized campaigns centered around their unique brand and dealership goals.
For these campaigns, the Account Management and Digital teams worked together to build unique campaigns with specific, segmented, audiences to acheive a specific goal. The two dealerships in this case dtudy each wanted to accomplish something different, but the road the was the same. By using Polk data in combination with Facebook Marketing, we were able to accomodate each dealership and help move the needle.
Polk Data Takes Social Ads to New Levels
Multiple Clients