THE REALITY
An auto lender and dealership in San Diego, California was struggling to find qualified customers. They were seeking new ways to find customers outside of their traditional marketing efforts. Their main target audience is people seeking subprime auto loans which creates additional challenges when it comes to marketing to this audience group.
They had attempted to run their own Facebook ad campaign in the past but had not had any success placing their ads in front of the right customers. Budget was getting spent inefficiently and not driving the type of results they were looking for.
THE STRATEGY
We stepped in and took over the Facebook Ad account and rebuilt form scratch. We researched their audience and determined that shoppers want to chat with someone immediately which lead us to running Facebook messenger ads.
Targeting subprime users on Facebook is challenging though we were able to get in front of this audience by creating audiences that utilized interest narrowing. We a/b tested a variety of different ad types including traditional image ads, video ads, and carousel ads. We also created a separate ad set to target Spanish-speaking users.
To take their marketing strategy a step further, we designed a new website and developed a content strategy that involved monthly blogging about educational auto lending content.
THE RESULTS
Increase in Facebook Messenger leads.
Average cost to acquire a new Facebook lead.
Increase in Facebook Messenger conversion rate.