Creating Targeted Facebook Ads That Drive Test Drive Appointments

Your Facebook ads should have a targeted approach to bring customers to your door to test drive your vehicles. Here are some great ways to do that.

One of the most important parts of the sales process is the test drive. Once you get a customer behind the wheel of a car, they become connected to that vehicle. This is one of the most useful parts of the sales process, giving the salesperson a chance to show the customer how various vehicle features work and what they do during the test drive.

Here are ways to create targeted Facebook ads that will help increase the number of test drive appointments scheduled at your dealership.

YouTube creators help boost your video ads

Videos have become some of the most impactful ways to engage with online users. Despite the quality of information shared in the written word through content, creating videos with targeted messages will improve your reach with specific customers. Many users report having visited dealership websites after watching vehicle videos. These videos are easy to share on Facebook and can be boosted by partnering with a YouTube creator, which is also known as an influencer.

Create memorable brand persona and recognition

Are your targeted Facebook ads created to put your brand in the memories of users online? How can you offer something memorable without being viewed as overly aggressive? As one of the most popular social media sites, Facebook is often used at some point in the car buying journey, and it’s a great place to create ads that appeal to your local customer base with something they will remember and think back on when searching for their next vehicle.

Share a link to make an appointment

Sometimes, the simplest answer is the most effective. If you share the link with instructions to help users make their test drive appointment, you might see a serious surge in the number of appointments made. The test drive is a chance for your sales team to be in the vehicle with customers and show them more about the vehicle than what they can learn on the lot. Make it easier for your customers to make these appointments with a link in your ads.

Do something different than your competition

Where do your targeted Facebook ads show up? Have you thought of advertising on various local community Facebook groups or linking to websites that support the local community, like Nextdoor? Although some groups won’t allow ads, they might allow you to share your blog, which can include an ad once the customer opens the blog link to your website. This is a great way to do something different, but it might take a little extra effort.

Facebook has a review feature for businesses

If your approach involves increasing your visibility and status on Facebook, it could help to invite shoppers to post reviews of your business on your company page. These reviews can be linked to your ads, or featured in your ads and that can lead to more test drive appointments. Make sure you’ve claimed the business listing for your dealership and that all of your information is filled out to give your potential customers an easier path to finding you and the vehicles you’ve got for sale.

Create an amazing customer experience and brag about it

Part your targeted Facebook ads should include the amazing customer experience that every person who walks through your door gets to enjoy. This is something to brag about and deliver on every time. When you do this, it can be easy to see the number of test drive appointments grow and grow quickly. Let your customers know they will experience the best car sales service they’ve ever had when they step foot in your dealership.

Invite them to live events

When you have sales events, a great way to bring more customers in the door is to let them know they can be part of the livestream of your sales event. All they need to do is make a test drive appointment to be included. These test drives can feature your customers as they head out on the road with your sales team to enjoy learning about the new models that have just arrived. This is a great way to get those who want to be in front of the camera into your dealership.

You can use some of these ideas in your targeted Facebook ads to bring more viewers to your site and increase the number of test drive appointments.