Every single one of us has been in a conversation or debate over whether Google or Facebook are better advertising platforms for the highest “trackable” ROI. These conversations are exhausting to some but critically important to help all of us evolve. We all can also all agree digital marketing platforms change on a dime for many reasons. Auto dealership principals often find themselves debating the effectiveness of Google Ads versus Facebook Ads. Some swear by Google Ads, citing them as the modern equivalent of Yellow Pages listings, while others are fond of Facebook Ads, believing they are the secret sauce to lead generation. The reality is that both platforms have their unique strengths and combining them strategically can be a Big Time game-changer for your dealership's marketing efforts. In this week’s newsletter, let’s delve into the differences between Google Ads and Facebook Ads and explain how they can work synergistically to enhance your lead generation and sales efforts. 

1. Google Ads: The Digital Yellow Pages

Google Ads are akin to the traditional Yellow Pages ads found in those pesky phone books. They serve as a direct response tool, connecting potential customers actively searching for your products or services with your dealership. They are as bottom of the funnel as conceivably possible. Depending on what kind of search they are performing, there are even levels to the funnel depending on search intent. But let’s consider and learn how Google Ads work:

• Intent-Driven: Google Ads target users actively searching for specific keywords related to your dealership, such as "Ford dealership near me", "used car specials", “2020 Ford F-150 near me” and on and on. In other words, the intention of the consumer is clear, and they expect the Google search results to reflect what they are looking for which gives way to the importance of relevancy based on intent. We will save that for another day.
  
  
• High Conversion Potential: These Google search ads capture users when they are already in the purchase mindset, making them more likely to convert into leads or sales immediately. This is why they track most easily and often show the highest conversion. These conversion rates often exceed 10% or more.
  
  
• Local Targeting: Google Ads allow precise location targeting, ensuring that your dealership's ads are seen by potential customers within a 30-45 mile radius. This helps eliminate wasted spend on consumers more likely not to purchase so far away from home. Keep in mind with GPS and location targeting on mobile phones someone outside the intended 30-45 mile radius can and will enter your funnel as some will be accidental, others are commuters that commute in for work and are still potential high converting lead potential.

2. Facebook Ads: The Social Media Powerhouse

On the other hand, Facebook Ads operate in a completely different environment. They are not about capturing users actively seeking your services but rather about creating brand awareness, fostering engagement, and retargeting. Here are some reasons why Facebook Ads are valuable for your dealership:

• Top-of-Mind Awareness: Facebook is a platform where users relax, consume content, and engage with friends. It's an ideal space for building brand awareness and staying top-of-mind with potential customers. Especially if we consider the mood of the user is typically relaxed and happy which does and will effect perceptions of your dealership brand.

• Retargeting Opportunities: Facebook Ads enable you to best re-engage users who have interacted with your website, Google My Business Page, Google Ads, or previous Facebook and Instagram ads, nudging them closer to conversion potentially direct, through search or organically (website, phone call, or walk-in).

• Granular Targeting: Facebook's sophisticated targeting options allow you to reach a highly specific audience, including those within your dealership's local radius. It is built to learn and build your like audience within your selling wheelhouse.

3. The Big Time Synergy: Google Ads and Facebook Ads Working Together

While Google Ads and Facebook Ads serve different purposes, combining them in a well-thought-out strategy is a powerful way to avoid the frustrating diminishing returns. Here is exactly how they complement each other:

• Awareness and Engagement: Use Facebook Ads to create initial awareness and engage with potential customers in your local area. This helps build a brand presence that will be top-of-mind when they consider making a car, SUV, or truck purchase.

• Retargeting: Employ Facebook Ads for retargeting users who have visited your website or shown interest in your products but haven't converted yet. Remind them of your dealership and your offerings. Also DO NOT lose site of the importance of building consumers that can recall your name and REFER your dealership to their friends and family. This happens every single day. Are you getting your fair share of organic referrals from your advertising? If not, why not? It is a GAME CHANGER for consistent growth objectives.

• Direct Response: Rely on Google Ads for direct response when potential customers actively search for your dealership products or services. This ensures that you capture leads with the highest conversion potential. Plus, you will receive more direct leads from Google as people will recall your name as they see it in search when choosing from many potential options of where to buy. So not only will it aid conversion but also aid your Click-Through-Rates (CTR) on often lower converting terms. It can take time to build but it absolutely works.

4. Boosting vs. Facebook Ad Network: Maximizing ROI

Many dealerships are familiar with the concept of boosting Facebook posts. While boosting can be effective for certain objectives, utilizing the Facebook Ad network often yields a much better return on investment (ROI). Here's why:

• Ad Placement Control: The Facebook Ad network offers more control over ad placement, allowing you to select where your ads appear and tailor them for specific placements, such as the Facebook Audience Network and Instagram.

• Advanced Targeting: The Meta Ad network provides access to advanced targeting options, enabling you to reach the right audience with precision, even within a specific radius around your dealership, including geo-fencing capabilities.

• Objective Optimization: Facebook Ads Manager offers campaign objectives designed to achieve specific goals, ensuring that your ads align with your dealership's objectives, whether it's lead generation or website traffic.

Big Time Bonus Input: Investing in both Google Ads and Facebook Ads not only amplifies your immediate marketing efforts but also contributes to long-term benefits. By strategically combining your advertising efforts on both platforms, you not only maximize your immediate lead generation potential but also enhance your dealership's online presence in the short-term and more importantly in the long-term. This integrated approach can lead to better SEO results, increased organic traffic, and sustained growth in the competitive automotive market.

Here is how it actually happens.

• Boosting SEO: Consistent spending on Google Ads can indirectly boost your dealership's search engine optimization (SEO) efforts. Google rewards websites with relevant, high-quality content and positive user experiences. When your Google Ads drive traffic to your website, and those users have a positive experience, it most often results in higher organic rankings over time.

• Social Signals: Facebook (Meta) Ads, while primarily a paid advertising platform, can also generate valuable social signals. When users engage with your dealership's Facebook content or ads, it sends positive signals to the search engines, indicating that your brand is relevant and engaging. This will indirectly contribute to improved organic search rankings.

• Website Traffic: Both Google Ads and Facebook Ads drive traffic to your website, increasing your overall online visibility. As more users visit your site and interact with your content, it sends signals to search engines that your website is relevant and should be ranked higher in organic search results.

Let’s face it the ongoing debate between Google Ads and Facebook Ads for auto dealership marketing continues to heat up and is an important discussion for all dealers. The answer lies in their strategic combination. Big Time Advertising has been doing both for nearly 10 years and has so many dealerships A/B testing (all possible scenarios) that the results do not lie, but trusting the process takes commitment and disciple. Google Ads capture high-intent users actively searching for your products, while Facebook (Meta) Ads help create brand awareness, engage potential customers, and facilitate retargeting. Together, they form a comprehensive marketing strategy that maximizes your dealership's reach, engagement, and lead generation efforts. By understanding the unique strengths of each platform and utilizing them in tandem, you can avoid diminishing returns and create a more effective and efficient marketing funnel for your dealership.

Over 75% of people who find local, relevant information in a Google search on their smartphones are more likely to visit the physical location within 24 hours.

What does this mean?

This demonstrates the power of local search ads on Google, which can significantly boost foot traffic to your dealership. It's a great way to capture potential customers who are actively searching for nearby auto dealerships on their mobile devices.

This fact also highlights the effectiveness of local search advertising on Google for driving real-world visits to auto dealerships, which can be particularly valuable for businesses looking to attract local customers.

Facebook users spend an average of 1.58 hours per day on the platform. That's a significant amount of time potential customers are spending on Facebook, making it a prime platform for targeted advertising.

What does this mean?

By creating engaging and eye-catching ads on Facebook, auto dealerships can effectively reach and engage with their target audience, ultimately leading to increased brand awareness and higher potential sales opportunities.

This fact also highlights the substantial amount of time people spend on Facebook, making it a valuable platform for reaching and connecting with potential customers for auto dealerships through well-crafted advertising campaigns.