How to Use Social Media to Maximize Your Ad Spend

Personalized targeting and tailored messages reach the right audience at the right time

Americans are exposed to more content and advertising than ever before, thanks to an ever-increasing number of social media platforms we all use on a daily basis.


There is plenty of debate discussing the exact number of ads general consumers (not just those looking to buy cars) are shown in a given day. One thing is for sure: It’s more than most consumers can keep up with.

In order to break through all of this noise, it’s critical that dealerships and automotive brands understand they need to be extremely sophisticated in their creative and social advertising targeting. If these components are done well, there’s no such thing as “too much,” per se.

Social media has proven to be a boon for automotive marketers. The auto industry is widely known for its innovative marketing tactics.

Leveraging audiences through platforms like Facebook allows marketers to create strategies that feature a series of ads with multifaceted messaging, demonstrating the main features of a car—all while attracting a fresh audience that is both highly social and intimately engaged.

Marketing to a car buyer is no different than marketing to someone looking to buy a new washer or a suit. Marketers need to make sure their audience is shown a new, cutting-edge product that is attractive to new buyers and has a message tailored directly to the individual’s needs and affinities.

Social media gives marketers the tools to create a strategy that ensures the right message is shown to the right person at the right time.

Personalized targeting is powerful

With platforms like Facebook, marketers need to know how to target a disparate amount of audiences; impersonalized messaging is almost a guarantee that an ad will be skipped or lost in the shuffle of Facebook’s News Feed.

Marketers also need to know what creative strategy will reach each of those different groups. With automation technology and tools for social advertising campaigns, it’s now easier than ever to put strategies in place to target different micro-segments of prospects with a balance of exact precision and scale.

Say, for example, a manufacturer is working on a recall campaign. Marketers can use automation to target exactly who needs to bring their car in for a recall, and refresh that list over time as people come to the dealership for the recall. This keeps marketers from reaching out to the same customer over and over again.

Tailored messages generate results

It’s not just about the way marketers target these groups; it also comes down to the creative strategy. If you don’t understand these audiences, you simply won’t reach them.

The power of social advertising is that it lets you understand exactly who your audiences are, and create thousands of different ads that can be specifically engineered to elicit a response from each group.

If a luxury car manufacturer is introducing its latest crossover SUV to customers, both new and old, presenting a clear and concise personalized message is crucial. The videos could leverage key attributes that index high with each micro-audience, and use them as a hook to entice the prospect.

For example, if a target segment is into fashion, its specific video could compare basic fashion imagery with luxury items, to showcase the crossover appeal of this new SUV.

Automate the delivery

Delivering content to an audience is already a complex process, and having thousands of specialized ads that need to be delivered to micro-audiences is a recipe for disaster—if you don’t have access to the right tools.

Social campaign automation is the best marketing resource marketers likely have never heard of. Think for a moment about all the tasks that are involved with creating, deploying, and optimizing social advertising campaigns: ideation, planning, ad creation, campaign launch, tracking, optimization, and insights analysis.

Then, multiply that process by numerous products, brands, agencies, locations, and vendors, and you can easily see how campaign management can quickly become complicated.

For Tier 2 and 3 auto brands, automation is incredibly beneficial to unify marketing initiatives across markets and dealerships, scaling ad spend and automating social advertising at national, regional, and local levels.

Automating paid ad deployment means that individual dealerships no longer need to spend hours deploying, amplifying, optimizing, and reporting. Also, each dealer can gain access to intelligence in regards to their specific local buy, or the regional or national results.

Creating unique ads targeted to niche audiences is extremely beneficial, and can lead to a greater presence in competitive markets. Social media allows marketers to bring ads to those different audiences in a way that drives engagement and tells a story with sound, light, and motion that surpasses photos.

Automating all of the techniques described here is essential to creating a campaign that drives the greatest impact on efficiency and effectiveness.

Jason Beckerman is the CEO of Unified. Jason’s 15 years of enterprise software experience spans the marketing, SaaS, and financial services industries. Jason oversees Unified’s product, technology, operations, and organizational strategy. Prior to his experience in marketing, Jason’s career began in the financial services and SaaS verticals, including positions at Merrill Lynch, Siebel, and Salesforce.com.

Jason Beckerman

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