The A-to-Z of Facebook Ads to Power Better Performance w/ Matt Sneed

In this episode of the KPI Cafe, Matt Sneed from Power Ford joins Host Dane Saville to dive deep into the weeds about the proper way to leverage Facebook advertising. In this hour-long session, a great number of topics from Facebook's purpose to traditional advertising to the strategy itself to measurement; literally, no stone is left unturned in this discussion about how your dealership can benefit by following the guidelines laid out.
Here's what you can expect:
4:53 Guest Introduction: Matt Sneed

5:25 Matt’s Automotive Origin Story

7:57 Context to Set Up the Episode

8:45 Transition of Ad Dollars from Traditional to Digital

• 2017: How to Market and Sell Cars?
• Mustang Example
• AIA (Automotive Inventory Ads)
• Moneyball Effect / Cost per Sale
• Vendor Evaluation

13:20 The Inherent Waste of Traditional Media

• Not Your Buyers
• Not in Market
• But the Feel Good Factor

16:21 Facebook Being an Intent and Stimulus Channel

• Influence the 98.8%
• More Control
• Doing Social Media vs. “Doing” Social Media

19:10 Getting to the Land of No Competitors

• Your Website | Your Inventory
• Marketing to Everyone | Marketing to No One
• Full Funnel Strategy
• Quality Content

23:55 Two Trends in Automotive Marketing

• Quality > Quantity
• Relevance is King
• People are Finicky
• Click-to-Marketplace

27:30 Managing Organic in Conjunction with Paid Ads

• BDC
• Podium
• The Challenge

29:39 Importance of Branding

• Consistency
• Tone of Voice
• Reputation Management
• Brand Evangelism

36:00 Breakdown of a Facebook Advertising Campaign

• Sales and Service
• Birthday, Inventory, Thank You, Lost Customers, Et Cetera
• The Association with Programmatic
• Dealer Distinctives
• It’s About Them

46:14 A Quick Review of Niche Budgeting

• Historical Sales Data?
• Incentives

49:20 Other Cool Facebook Ad Capabilities

• Oracle
• Retargeting
• Inventory Feed

51:50 How to Measure Your Facebook Ads

• Sales Matchback
• DTSC
• Cost per Sold Unit
• Attribution

56:01 Final Thoughts: Getting Dealers to Buy Into It

• Sales Effectiveness
• Go All In