TurnKey Marketing

Boosting sales for auto dealers with ads in Facebook Marketplace

SUCCESS STORY

This digital marketing agency successfully increased sales for its auto dealer clients by an average of 20% after choosing the Facebook Marketplace placement option.

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average return on ad spend
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average increase in sales
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average decrease in cost per action
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average increase in landing page views

THEIR STORY

Delivering on Profits

TurnKey Marketing successfully delivers complete marketing solutions to automotive dealers, which has earned it recognition from leading car makers and trade groups. As the California-based agency continues to grow, it remains committed to its founding mission of creating profits for its clients.

THEIR GOAL

Driving Sales

TurnKey Marketing constantly explores new tactics to help its auto dealer clients increase their vehicle sales, so it wanted to see how the Marketplace placement option would perform.

THEIR SOLUTION

Reaching car shoppers

To better understand the effectiveness of the various ad campaigns and their return on ad spend, TurnKey Marketing used offline conversions. This solution measures how well Facebook ads perform by tracking how many offline events, such as purchases in a dealership, happened as a result of people seeing Facebook ads. Offline conversions is only available through Business Manager—a free Facebook platform that helps advertisers integrate Facebook marketing efforts both within their businesses and with external partners.

Using Business Manager, TurnKey Marketing assigned an offline conversion event to track the dealerships’ ad accounts. As their campaigns ran, each dealership uploaded offline event data, such as lists of purchasers, to see how those offline events connected to people who saw their ads.

The agency partnered with Oracle to use their third-party, in-market, by-model data. The team then worked with the different dealerships to use their customer relationship management systems (CRM), and retarget lost prospects and missed opportunities. TurnKey Marketing used each region’s market share reports to create custom ads based on consumer sales by zip codes.

THEIR SUCCESS

Quick wins on Marketplace

TurnKey Marketing ran identical one-month campaigns for its automotive clients in December 2017 (without Marketplace) and January 2018 (with Marketplace). Almost all of its clients increased their ad budgets by an average of 30% after seeing success with the Marketplace placement. These results included:

  • 2X average return on ad spend
  • 20% average increase in sales
  • 50% average decrease in cost per action
  • 20% average increase in landing page views

Facebook Products Used

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Carousel

Show up to 10 images or videos in a single ad.

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Photo Ads

Inspire your audience with photo ads.

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Facebook Marketplace

Get your products and services in front of interested buyers.

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Custom Audiences

Reach your customers and contacts on Facebook.

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Facebook Pixel

Measure activity and conversions for your ads.

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Measurement

Make better marketing decisions based on insights.

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Offline Conversions

See who viewed or clicked your ad before converting.

People on Marketplace are in the purchase funnel with a search mindset, and we are seeing higher conversion rates as a result. Our clients want to make sure they’re getting the most value for each dollar and I’m confident Marketplace delivers that return for them.

Tsega Worku

Sr. Director of Marketing & Strategic Partnerships, TurnKey Marketing

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