Even as the threat of coronavirus hangs over our heads, there’s still plenty of natural beauty out there just waiting to be found. It’s no wonder we’re seeing an increase of travelers who are shunning the dangerous skies for the classic road trip. In 2019, 25 million were planning to explore the country with an RV. In 2020, that number has jumped to 46 million.
Road trips are by no means risk-free, but they are considered far safer than planes or cruises with multiple strangers all sharing the same air and bathroom fixtures. With an RV, passengers can cut down on contact pretty easily, which would explain the renewed interest we’re seeing in both the buying and renting of these vehicles.
But what’s the best way to connect with the 46 million people across the US? The answer might be found in social media. We’ll look at how Facebook dynamic ads have already proven their worth with car dealerships and how the same tactics can be applied to RV dealerships.
Dynamic Facebook Ads and Car Dealerships
A dynamic ad for a car dealership is one that’s been geared toward someone who is already looking to purchase a vehicle. Facebook will base their assessment of a potential buyer on their search history or app use. So while the algorithm may display ads to someone who’s searching on behalf of someone else (e.g., a parent, etc.), the dealerships are ultimately still advertising to someone who has already shown interest.
With an automotive inventory ad on Facebook, the dealer will upload their entire inventory of vehicles. However, instead of showing hatchbacks to someone who’s clearly interested in an SUV, Facebook only displays the most relevant details with the user. This allows dealers to stop wasting their time and focus their efforts on buyers who are ready to make a deal.
These ads are incredibly efficient and entirely automatic. Marketers only have to run one campaign to show off all inventory and there’s no need to create individual ads for each person. The targeted messages can run across any device, including smartphones, tablets, and laptops. So if someone searched for a sports car on their Samsung smartphone, they might see an ad for a two-door coupe on their iPad the next day.
Untapped Potential for RV Dealerships
Car dealerships have already seen their numbers rise with successful campaigns on digital media. On the other hand, RV dealers have sunk their teeth into these ads in the same way. With the right marketing, you can increase your conversion rates by tailoring the information to the individual.
Facebook dynamic ads can organize an RV’s inventory by model, color, brand, or even the individual VIN. These ads have far higher engagement rates than traditional display ads because you’re sharing more details of a vehicle that the viewer was already looking at. At the very least, you’re reminding them that your dealership has an impressive selection that fits their needs.
Facebook has been steadily improving its auto inventory ads to read a wider audience without generalizing the message. And even if the buyer is searching across 10 different websites, Facebook will capture the details across all of those sites, and only show matching inventory from the sponsored campaign. This gives you an edge over competitors by blocking out their noise and allowing customers to focus on your words and images.
Dynamic ads may be effective, but it also takes a lot of work to get right. If you have questions about how to design a campaign that will reach the right people, reach out to us to see how we can help.
