You’ve seen it and have read the headlines circulating your feeds and emails. The topic about a cookieless future. And while yes this can be jarring and you may be wondering, where do I go from here, it’s important to understand a few things. There currently are 7 types of cookies that are trackable on your website, depending on your website’s makeup and functionality. Out of those 7, your first-party cookies and third-party cookies are going to be the most beneficial to you as a marketer. However, Google announced at the beginning of this year that third-party cookies would be going away. This diminishes your ability to have your products shown to consumers across different websites and platforms after they leave yours.
Without looking at this change as a huge negative impact on your marketing efforts, the time has come to rethink and reengage.
What does your consumer mean to you? This should be displayed in your marketing to them. Not all your shoppers are low funnel shoppers, therefore not all your consumers should see the same type of campaign. Facebook Advertising has a unique approach in which you can create more of an intent to “shop” with you. Because remember, the folks seeing your ads across Facebook and Instagram can be those who don’t know who you are, have already begun their shoppers’ journey with you, and/or have already converted. You need to be precise in the messages you’re sending to the proper audiences so that you can reengage.
Within the Facebook business suite, you can create audiences out of those who are engaging with your name. You have a pixel code unique to your business manager that when implemented properly on your website can track events or actions that shoppers are taking on your website. These shoppers would be considered more into the low funnel category with the way they’re engaging with you. Within the audience building in Facebook, you can create new shoppers to take more in-depth actionable steps on your website. What I’m saying is, is that yes you indeed can create your own first-party within Facebook Business Manager.
Lead Forms and I have had a back-and-forth relationship on Facebook. There have been times where I’ve found that the leads generating through these campaigns were not of the most quality. Where I got the best quality leads was from creating campaigns that were geared toward more high funnel shoppers, that created an intent to do business with the dealership. Lead Forms on Facebook should not just be used for sales. You have a unique opportunity to create campaigns and use the lead form for contests, new subscribers, and shoppers that would be interested in new model releases to re-engage audiences. Once you start operating in this way and run a campaign you then can create audiences out of people who’ve engaged with your lead form. As you can see in the image, you have three options of audiences.
A fully optimized and active Facebook page can lead to a world of audience creation. You should start to see your businesses’ Facebook page as a micro-website and a hub of information about you. Just as Google My Business is your #1 source of free organic traffic, your business's Facebook page can serve the same purpose. Are your hours of operation up to date? Is your recent post most relevant to who you are as a company? Do you have inventory listed in the proper section on the page? And of course, please check that your CTA is UTM tagged so you can track who’s coming from your Facebook page. All these steps will help you attract shoppers to your Facebook page, and in return, you can create audiences.
A Video Marketing strategy is so important to the success of your brand. Video is engaging, it’s fun, and you can display a good amount of information and your creative side all in a matter of 15 seconds. Your goal with any video you’re creating and displaying is to catch the consumers' attention within the first 3 seconds so that they stop scrolling and watch/engage with your video. Facebook audience builder gives you a lot of options with how to create audiences out of those who’ve watched your video, and in return, you can create audiences to either reengage or serve up the proper campaign as to where this audience is in their buyer’s journey.
There are more audiences that can be created within Facebook Business Manager, and I suggest you go in and peek at all your options. Your goal? To create a bank within Facebook of all your own first-party data to combat a cookieless future.
Denise Galiatsatos is a proud leader and the President of PCG Digital, a full-service digital marketing agency specializing in automotive digital advertising. She is passionate about helping dealerships discover their brand voice and strategizing with the internal PCG team on how to bring those brand messages to shoppers. By developing and producing The Automotive Social Media Sales Funnel in 2017, she has helped dealerships all across the country maximize their ad spend on Facebook and Instagram to deliver a great return on their investment.
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