A short audit by a speaker (Nate Tilley) explaining a common ad-targeting mistake for dealerships: focusing too narrowly on small "in-market" audiences (claimed <3% of Facebook users) which leads to banner blindness among the remaining viewers. The recommended approach is experience-based social media ads designed to appeal to general scrollers rather than only affluent, in-market buyers.
One big problem with your ads. I just want to do a quick audit breakdown. This is great that you're getting your inventory out there, but with the type of audience that you're looking to attract. Being a dealership that focuses more on the general public of people, the general public doesn't actually shop usually for a specific vin and mileage and year as much as somebody that's more of an affluent buyer would. Okay, so just follow this here, you know, and so our strategy on social media, and I'm sure you've seen some of this, I know you guys have been around for a long time, is to do more experience based stuff. And what we're doing is we're attracting. We're not just going after this small in market audience which is tiny. It's like less than 3% of all people on Facebook. And if you put all your budget there, you're just going to get the rest of the people, the other 97% to just simply keep scrolling past your ads because they get banner blindness. So what we want to do on social media is we want to show ads that appeal to people that are just generally scrolling.
