The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

JD Rucker: Increase Dealership Profits From Facebook Ads




The Dealer Playbook team has a awesome session for the "Silver Episode" number 25!

In this powerful session the DPB team Michael Cirillo & Robert Wiesman chop it up with founder of social media & SEO dealer consulting firm Dealer Authority, Mr. JD Rucker.

Not only is JD Rucker as dialed in as they come when it comes to the latest in social media best practices, but also one of the (if not THE) most active blogger in the automotive sales community.

JD wastes no time and dives right into selling more cars with Facebook ads most particularly with using what is called Facebook Dark Posts.

In case you were wondering a "Facebook Dark Post" is a highly targeted Facebook ad that does NOT appear on your Facebook Page timeline.

JD gives a step by step blueprint

Why would you want posts that do not appear on your Pages timeline?

JD Rucker breaks that down and more in DPB session 25!

Quick Session Outline 

- What is a Facebook Dark Post and how they can benefit your dealership

- Start to finish step by step how to create a Facebook Dark Post

- The Types of Facebook ads that dealers should be doing

All that plus more value packed into this powerful session for auto dealers.

Keep up with JD Rucker

JD Rucker Facebook 

Dealer Authority Facebook

JD Rucker Twitter 

Get JD Rucker's step by step guide for using Facebook Ads. Click here


It's on you, what you gonna do?

That's right now its on you!

We want to hear from you, the good, the bad and the ugly.

We want it all!

Type your questions, comments or your experience with Facebook Ads in the comment sections below.

Your every word is appreciated and valued.

Have you checked it out yet? 

The Dealer Playbook's very own Michael Cirillo has a book coming out that will be a go to manual on digital domination for your dealership and brand.

Click here to be the first to know when it is available as well as get some exclusive VIP bonuses. Click Here


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Hey you're, listening to the dealer,playbook podcast episode, twenty five and our guest today is jd ruckerfounder of deler authority. Here we go you'R dialed into the dealer, playbookpodcast, where it's all about winning autenalar strategies that deliverproven results, and now your house, Robert Weisman and Michael Serillo, all right here we are episode. Twentyfive of the dealer, playbook podcast thanks so much for tuning in weappreciate you Bein here. My name is Michael Sirilo. I'm joined with mycohost Robert Weisman. How are you? I am excellent, Michael, hey today forour silver episode, Mr Jd Rocker, the founder of dealer authority. You knowwe say this often, but if, unless you've been living under Iroq, youshould know or have heard of Jadi rocker he's an absolute genius when itcomes to social media, we're looking forward to having him on the show andas you're going to hear t the conversation just kind of explodes intowhat you can do to absolutely sell cars, ind social media and that's what thedealer playbooks about giving you, those winning strategies that deliverresults. So, let's jump into our guests today, Mr Jd Rucker, there we go all right here. We are episode. Twentyfive of the dewer playbook podcast. We are joined today by Robert and myfriend, the founder of Dealer Authority, Mr Jd Rocker JD, thanks for joining ustoday. Thank you. This is twenty five. This is an episode for anniversary.This is a silver anniversary, you've shown up just in time, some might say.Finally, you've shown up butbut. You were here just in time for the silveranniversary of the show, I think yeah. I know of one person that says. Finally,they should jd yeah he's here. Finally, and and we've got a cool topic that wewant to want to talk to you about just prior to the show we were talking andyou brought something up that I thought was pretty interesting about howdealerships should be running their social media. You said that if youowned a dealership today or we're running a dealership today, that you would only publish one or twoorganic public posts to your your dealerships, facebook page per week, but that you would actually do darkposts or on published posts. Thirty at a time. What what's your reasoning behind that,and can you maybe get into a little bit what you mean by unpublished posts, sothat dealerships can really get some good good information out of this andwhat they should be doing for their especially their facebook strategy? Yeah, absolutely asle! So so, and- andI don't want to- i- don't- want to scare people al if I, if I'm postingevery day that I postou too much- you know, there's nothing wrong with. Idon't want to. I don't want to downplay that Anden. Obviously we have services.When we post every single day, forus fact they is a year, there's a value toit, but known what I know when I always try to put things into perspective asif I were the dealship. You know I spent a decade on the retail sidebefore coming over the vendor side. I still remember at least what it waslike back then, and I think you know if I own a dealrship today. How would Ioperate reason? Tha, I would go with fewer posts is because a mentionorganical organic is that there is no ongain. Okay, O Yo can get a little bitof organ traffic. There's still block post say how to get more organicfacebook visibility, just the only get doesn't exist, we're talking aboutsingle or double digits. If you' re, if you're a huge Uisu you in to be able toget triple digit, but with advertising Yo need quite bit more. The reason thatI would post less is because we feel this. This meed is as dealers asbusinesses in general to always be beconstantly on facebook and make surethat we're getting the Brandin out...

...there if you're running hands properlyto your pages, I talking about engagement, style ads if you're runningthese es adds to your posts, Ben Posting one or two incredible, Autanwell thought out perfectly perfently, created and and and betted out contentone or two post for week. Maby three then put the ads behind it. It'll bestcontent is getting out there. What I see happen is that the ones feel likethey need to post Mek. They they'll actually cover up some great contentwith some media over content because nobody's going to come up with withseven ten fifteen amazing poster e put your best foot forward once twice threetimes fo meeting and let the eys continue to UN. So if you post that onThursday, let's say and Youe got something something really amazing,let's say you you've got a a nice pillage of happy customers for themonth. What you collectedwy creat, an album of fifteen people that are someof them, are jumping up and down. Some of them are in this show room, they're,all smiling, they're, all happy. You take this one post and you run your assto you. Don't need to cover it up. Let that post play out Thursday, Friday Saturday, even Sunday,okay, get a get a matching exposure and let it run every single day. There is adisadvantage now keep in mind. There is an advantage to it. I'M NOT GOINNA gointo too much detail about that, but that's hote. What I would do. I I own adealership. I wouldn't Han like that. As far as dark posts of comes posin, itgoes by a lot of names. This is the juice. This is what this is. This isour focus. This is what wre really positioning as the best way for dealersto truly uless socral in general and facebook in toticket, with onpublishedpost. These are posts that do appear in people's timelines. They appear on thethe mobile apps they appeer at me in the sidebars. These are ads. Okay, theydo not appear on your page, so you woild, take a post and said it isunpublished in the backend and it'll be visible to the people that you targetand just those people and the friends of those people I mean, there's still aviral morality to it, but you're youre really focusing on you know what wewant to get this customer appreciation. One thousand nine hundred and ninetynine will change out to our customer database at Pustomoden SA. We createbased on our email database, and we want this to target just the people inour database that have have elie o twenty five miles. FomThe realship, or maybe wit, ten miles the vel Shit, because since it's an oilchase, oon want to tarket those people, you don't you don't want to put thatpad in front of people who aren't interested in it. Okay, that's why youwant to keep that on pulishing, that's why you want to keep at hypertarget anyouv mentioned. You know running thirty ads at a week or, however, power isworking, iwould be Brunning at Leach, thirty adds ancurrenty, they will berunning nonstop. Okay, they would be bgetting tested and see was theconversion rate with how many people are actually clicking through to thewebsite to the landing page whereever, I'm trying to send them how many peopleare accepting me off or how many people are signing up for the event whateverit is, the Moal folcused on with that individual at we want to detest it andthat's why I'm ruaning thirty en time, because if you don't your, it's not that you can't be successful,but but let's face it. This is it's kind of like saying. Well, you can runAP PPC campaign you're going to target just forward. You're Gointo put in onekeyword and anybody to touch it for yeah that'll cover most everybody, butyou really want to be more tarketand. You want to take advantage of the factthat you could target people that are looking for a Ford, Fun fift and youwant to send them to a land page Tho, specifically about Fourif Fun. FIFTYTHAT'S WHA! We won multiple ads at any given point aftr all of our delar finesand are some of those variations of the same ad. Well, yeah th, absolutely yeah,so is it? Is it is it the? Is it the copy that you're that you're testing oris it the targeting or is it a little...

...bit about? Is it a little bit of bothyes and yes, grit? The great perfect question, so you can run up to up tosix variations and by variations, we're talking about a let's, let's pull anexamp, so I'm trying to think one that I just did day. Okay, so no this part,so we took a again. This is a custuer data base, but this is a database ofjust people who had been in service. They were for the Wer searhe customer,but who had not been back to service in the last three twit five days, inotherwor. These are past pestomers that haven't haven't been back to Tielorship,we've lost them, Ey they're gone they're, probably not coming back. Theyhaven't been back in the last year to get something their oil changed, thegreak job en thirty thousand moll check up or whatever then someere long lineswe lost and want to try to get them back. So we run six variations. We keepthe Wordin the same. Okay, the the worning on this particular ad was someon te effect of Jd rocker Nissan customer appreciation, service, Fesin, and then it was soospecial for you, I'm sorry. The time OFI was was facebook, facebook,customers, Ol, and but we ran six different images withinthere. Some of them were o like technicians at eealership on wasactually picture of the dealshit itself. One was one was a what was it? It was appreciate. Sions, like the wordappreciation, tesome, some clipart, that we put together, we rand sixdifferent variations up and will test these. This is important because I've run that it's probably into the tens of Tusands.Now by now, as far as number CAMPINS IV on when you know he people say what isthe best practice Wat the way to do it. There is none okay, and I need to saythat it's very discouraging because I've been been searching for that thatbest practice, but coming to get you runet. That's not me, man, ats, not me Ethey becas re still in thegood dude it's because Youe stillin the goods they're coming to shut you up. Ithink I think Jack Oeris onow the so so you know we will test these campaignsbecause there is no magic bol. You have to see. What's working, they beliefacebook does make it very easy for us to track. So we can tell okay, so otoftes, six variations well trying to drive, drive people to look through tothe website, and this variation is costing us a dollary to Plick, and thisvariation is possing us. Eighty four cents aclick in this variation isposting US sixty three cents for black. We can tell this within a day or twodoesn't take like you know, like tons and tons of data declectit, becauseitis getting put out in front of hundreds or thousands of peopledepending UON who you're targetng and that Patakugar momen so were awill, seewow this one hey. We thought it was going to work great at Worke reaht fora different dealer in a different area. This time it bombed. So, let's justeliminate this an hour down to five okay, these two AEARE underperformmingnow we're down Thefour, now e go to three. So I gets t the points where Iget great. So we've been running the sad for four or five days or that threebest variations were putting AU best wot forward, and now, let's see if itstarts to rise again, because there is a certain level of theteag that happens.So you have to Modocat ye ave to see when those numbers start creeping up.hiuse you're going to be putting this message in front of people multipletimes and that's a good thing you do want to me. Ot. You want people to seethe ads I'm over and over again they're not going to just automatically act thfirst time they see it. We've all done a we've all sen thehad fise, six, Tenfifteen times bfor it. You know what I realize you need to check it out, andso so you will and they do, they will check it out. Once we start seeingthose numbers preepop, I'm t start and scratch. okay, t'let's talk about thenext campin. You run this multiple times throughout the throughout I,given you know, I don' want to say a...

...month or time Cario because it' becausebeauty, social medias, there is no there's no time to you want it. Youanalyze it every single day at least and yeah. I don't want to scare peopleif you're checking it every other day UN. So you doing it four times a week,then you'R Goo, it doesn't have to be absolutely micromanged. You'll get thebest result, but the results be fine. If you're checking in four or fivetimes a week, making sure that that your ads are still doing awestoe. Now, when you say you upload just forfor the person listening that that hasn't had any experience using thefacebook ads when you're bringing an uploading. Are you uploading the emailaddresses from their crm when you're saying you'R, you know you're targetingcustomers that have been service customers of the past they haven't beenin the dealership in about a year. Are you just filtering that in the crm andthen uploading that that list of emails ar names to facebook, correct,teabsoluteit's, a great question? So S ARN DMS, wherever we can get the data,sometimes it Coul be a conquest list. Ot the the olship purchases, sometimesthere's literally thousands of weights that you can tunket on facebol. You cantarget people based upon their income. You could target then based on theirbuying in tent. So you know, obviously what avour one of our core. We try to show that people are spendingthree four five bucks, a click sometimes more through paper clickwhere we could target buyers, local shoppers and for under two Ollars Click.We can drive them to your website to Yeur in which Er to a landing page toto special stages- and this is all through facebook- and this is this- isthis a beautiful thing been tarding based upon ow them being handrizers apose the LX dateup op data and, and you can cantardet those people and say hey.You know we want just the people tot raise their hand and tend to buy a newmison and the in the Neir Future or my Nisan ultimateget a very targed or very specific. You can target just to dance. Hey want opeople that are targen stance. When you go to use cars, you can watch oranything like that. You can also target people based upon upon their theirincome levels. You can target invasions on languages where they work, Oh yeah,where they were where they, where they frequent one of our most popular ones,that we ran. I guess, wasn't Researc Iwas last month,ut we're probably going to run again this onth for all oer clients. Wetargeted people within twenty five miles of the vealership that interactive with pet boes he'she's kindof pet boys across the street, and he wanted to get in front of those peoplebecause he sees his bays ar empty and pet boys is full and and he's betterthan Pat Place, and so he's Harty people that are specifically liking petboys that are locals and- and it was it was strangely effectiveme. It was one of those ones where I had to convince myself that it wouldwork and then, when I saw the results, I go. That's that's pretty gar awesomewith that in or in our label and that and that's kind of a good tool forbuilding an affinity with your community as well, because you canstart to identify, maybe some of the things that they're interested in andkind of start addressing or targeting those people with messages that aremaybe a little bit more relevant toor within a geographic area. Right, Ohabsolutel, yeah you did target, we've got a client they're, specifically they're, not eventargeting around themselves theyre onone targing around their twodepectors, so they actually titarded those people in particular, and itsHartetin them not just for sale service. You don't have just have to go baseballNTENT. You can actually go aft, yeur owners ther, you can say it'll pull thedat and you say you want to just want to target Honda People Tha Ellmahan want to put asertice special front of them, Ora a early least return specially Gitardan,based on their purchasing height, part of just people that have least on orjust people that have purchased them...

...eas. Hiy Dos has to be one of the bestopportunities for o yeah ASE book ads. Oh absolutely I mean so it all dependsupon you know. So, yes, and no, it always was in the past and it hasn'tdropped at all. But you know recently I dont sayin the last three or fourmonths. We have really really honed in on and and discovered that, even though fixed ops is a lowhayingfood through social media, that sales can't happen, they put the trackingwith the tracking pixel on a website and youll. Be You be utterly amaze? Idon't I'm going to share exact nembers of Don C, but looking atsome of these dewes that are driving a thousand a fifteen hundred visitors totheir website to their inmentor through facebook every month, trackyg andseeing seen that Le Conversion raght on Hem, it's sick. I again I would neverhave have guess that you could sell cars pretty much. You know N, weekly or daily or whatever I'mspecifcally, though Facebot econser you meets. These are people that that arecoming in through facebook and then they they come back later. We're nottrying to just use attributition, Oh hey, that person, even though theyfilled out a lead through through the kiding, through whatever searchengines later Y, a we're not trying to attribute them because, oh they camethrough facebook. Two weeks abl. This is tracking them from they were onfacebook, the flip through to the BILG inventory, because we talk for themspecifically with the exact proper at and they filled out of, Leav for and,of course, Cross Reference Oan. By the way they also bought a car. You know,and then you compare it to what people are spending on everything else. It'ssick! It's yeah, incredibly yea, now now JD. How important, though, is itbecause when I talk to some people that are dabbling and playing around with itthat you know n getting familior with with using the facebrook ats like right or wrong, like I always say likethat, Pixel conversion, Pixel is a must that you that you put that on. I meanhow important do you think that that is it's extremely important, because youcannot track you track our matricks yeah, your running blind without it. It's completely black, you can at leastsee the dat that you can see. Okay, great so so we got fifteen hundredflits, but I want to take it all the way through. I want to know if they'resure the getting actual leavs out, because is I for not, you can say,fifteen hundrer visiors if you're not GOINGTO, eny leages and you can'treally intribute any sales to it, and I mean that's the that I was going to sayyou know, that's the powerful thing about doing business online andAdvertising Your Business Online is that tracking is built into pretty mucheverything versus you know. Like you mentioned it, you know why? Wouldn'tdealers want to do it this way, especially considering how much they'respending when you look at other advertising mediums like the radio ortelevision or newa boards billboards? It's not just simple yeah, it's not as trackable,and so I love what we're talking about here. I was going to ask you before wekind of went down this. This warm hole here is there since we'retalking about targeting and we're talking about how to kind of segmentdifferent market groups and all that kind of stuff. Is there an optimal sizeof customer list or email list that youwant to be working from yeah? Absolutely so well. Is there optimal? Yes, is theirlimitation yeah? Okay, you can. I have. I have one list working and no joking.This is a list of for as forty people just forty people theyre tired theirthrowut two hours a day Y Eah. Sometimes they spend the full two bucks.Sometimes they don't, but these are Wer Havis. This is Frfleet SA and Theyr,going specifically after after fleet...

...customers who are who have eitherbought from them in the past throug fleet or that t ey like the target andwe put in the list. This was about two hundred and fifty when we got fortymatches on and mostly because these are workaddresses. A lot of yea do just usetheir personal address for it, but but this forty, you know it's a it's. A tiny hypertarget list, but allit takes, is one one of those and for two dollars a day who egarn yeahexactly wouldn't spend it, who wouldn't spend sixty bucks a month, take achance of selling a hundred and fifty sturcin one pop. You know an octimal.Oh sorry, we meansweroo octemasize will like it's want to keep it in the wehihe thousands for low low ten bous like ut yo somewhere. I guess you H, va pime prime target mibe somewhere between five and say thirty fivesand,for but it's it's almost like asking. How long is piece of strint? It alldepends Po, what the goals you know if your goal, if your goal is target, for example, th people hat that own aown, a Chevy, and you want to target them with with service special. Itdoesn't matter. If you go t a hundred, fifty thousand Ta Win Yeah with otherthings. You do want to keep it more hypertarted well and that a d and themore deed. What I like about being what you know at the more targeted you getthe easier it is to create copy. That's kind of resonate,you know and feel like it's going to speak directly to them, because youknow exactly who you're talking to what I want to ask you with when wetalk about the budget, so you do and which, which you know we're aware thatyou want to do the daily budget right, not a set amout correct to run it. Youwant to do shave a daily ad spend instead of you know how you can selecton their like x, amount of dollars or a daily budget. Correct all depends ponthe campaign, because if, for example, we had an emergency pop up where adealship there their agency had they had a big sales, offside sale at acredite and their agency was off by meek. So they had, they had a fiftycars sitting. The parking lot at credtyou on Shaturday. They werealready playing on it and the ads were going to run to the follow Wednesday.So it was literally holy count. What we do so they set a budget. I like noheres, here's x amount of dollars. It wasn't much. Here's x amount of dollarsdo whatever you can dreg trap, because we've got at this. This has tesuccessful, well, ICANIGESS UTIT's, not a set is like forty bucks, so we saidokay, great, let's Te Forty Buck, tat it and then after started looking tod.They think they throw another twenty buck ad waers like Abotthe, sixtydollar Campai they sol liking part those the most successful on Relan I osit s USCORTAT at the Creditmnanaban.They sold nineteen cars thog that day and it was the they do it every year,those teir most successful one. It was the first one where hey didn't, havetelevision and radio going to it? Needless to say, they instantaneously had their eyesopen and they just hired. They just tired, a social MEDIU ouse toto start working with us on other things. They're expanding they've got asocial media BC going. They saw the magic they and they were. They wereable to test it by mistake. You know they would never and they run theeverything going to and they run everything so show me. We no yeah, I'm not getting. I'm not going togo into details because that's I yeah this is their idea, tha, the guy theyhired, Sosbe, very brilliant and- and I think it's going to be amazing. Whatthey're doing I don't want. I can't share ECAUSEI hertand understand whathow important is it for your likes? Do...

Your likes face your page likes meananything anymore yeah they do they do they their great first play. Er Ego,theyre, Erthey're, really important to you know to show somebody who doesn'tdoesn't know any better other than that they have abs, Eroinfluence, let's so so. Basically, if you're listening in, if you'relistening in and you're doing that, little promote your page, where youknow facebooks scoops up some of your money, you know to get you likes.You're, wasting your money, the like campaigns or Wato. Like you hamping, wedo Wev little run like campaigns for people and no more than a dollar or two perday. So if they want to, if- and I don't want to- I don't want to makepeople insult people- it's. It is mone tof. He there is a certain level of youknow, because you know as social media insiders and doers andpirates and Tingas or whatever, whatever we all. Are It's easy for usto snicker. You know, but at the end of the day there really is, I shouldn'tspall. It Ego, it really is a pridsh yeah. If your competitor has twentyfive hundred lihes and you're sitting there with four hundred, I canunderstand why you want to grow, and so I don't want to downplay it. So thequestion was Athat affectiveness of your social media. That portion of itlikes have no no impact. That doesn't mean that there's no benfit at all like,but if you're I wouldn't, I wouldn't dedicate any amount of time and very,very, very litt BUCH. Unless you don't have your first fifty that's you needto run fit to run ahead to it, yeah exactly yeah th. There are certain youknow it is. You know it is beneficial. Ipost up facebook the other day you that we were at like nine hundred and ninetysix likes, and I sais Wheyo are you're so close towith thousand lights o well get to it. We're not going to do anything becauseit's meaninges or shotingto that and- and I got I cud- call tos there manless.Why are we running Asi' like look at Your ads? Okay, you've got an eighthundred ar a month budget and we're spending we're spending six Ogot amonth on line. You know it's not that there's Cero benefitwhosh is no benefit, is for like gaining life is not the way to getexposure. The Way to get exposures to utilizes en tools the facebook kisesput the money into. Do the tire target an put out the right messages and startdriving traffic to your website. That's the whole goal is to get people to yourwebsite and get people to your dealingship social media use for anyother anything else other than those things there is. There is a minimalamount of benefit now wit, that', sad if you trul an Yu Sfacebook. In other words,if, if I'll make that liket statement forninety nine percent of dealers, ther are one percent of dealrs, maybe two Owill stretch will say: two percent deals out there that can get benefit ifthey are investing fully into social meeting. In other words, if they'reutilizing social media as Public Alverage, if they're utilizing theirpage to to promote charities, Theyr relizing their page to to promote the team for for the actual internal team,they're building company culture through there's, there's things thatcan becane okay through social media without utilizing without utilizing ow,it's all about selling cars. There are benefits. Okay, I don't want to. Idon't want to dowvate the communication aspect of it. If somebody's got toleave better view, I rather they leave it off facebook than on the Alpergrouple, plus that you know with facebook. We have much more controlover it. We have. We have much less visibility if it's a bad one and we canbump up the visibility. That's good one hin, a rapply to it, there's a lot ofthere's a lot of reasons to do to youlize social media. For more thanjust selling cart, but that's only if you're in that one or two percent thatis dedicated and by dedicate I mean you have that you have that person t atthat they're not just doing social mean they're, also making videos therethey're putting cons in thoir website,...

...they're blogging, theyre, engaging thecommunity they're taking taking your cars nd and taking them to Li lyguegames and giving out giving out. You Know Conon, candy and getting pictureswith. I mean all that stuff that you can do insocial media ut's in all all in or don't worry about it kind of Caof OryDea. You know if you're going to if you're going to do a little bit, thenyou might as well just do like. I said: Tyey wanted to post a elet if you'regoing to, if you're going to commit and turn into something real then commitall the way. Hiren yourself a fulltipe person, but don't let that take awayfrom the advertising th aspect of because the ads are where you sell. Hecars getting more service business. So all right- because I told you I'm-that we're not going to keep you all day- jd whatit, but this where I reallywant to dive in where somebody right now dealership calls you up and thatyou know somebody you're going to help somebody out that they have noexperience in running facebook, ads working with themat all whe. How do they get started? What's the what's the strategy to goinginto it like th, just a quick step by step for them sure perfect. So thefirst information read about we put, we put out a Stepbi step, Gud out to thecopy ofi so that we can put it on Ha Putog, playbook, Bak, con or whate Wento Toa the show tes thit's S, that y step gid. How to how to get startedgetting started is this is a nothing that we do and- and this is where mypartner will probably get mad at me for shainges. We don't do anything that adealer can't do themselves. Nobody! Nobody does. You know any dealer andthen lets across the board an e deef. They really wanted to. They don't needto pay, but he didn't manage their adwards. They could do that. Yet youcan you. Can you don't need vendors? Okay, you cando this tuff yourself, but it always does cen down to a question time now,for dealers don't want to give I shot and try it out before non whener. Theywant to commit ye theyro personal or if they want to to work with the partnerslike dealer authority, oflex Deler, then those are the ones that the way toget started is to I to get your an out there. Okay start startplaying around it. Walk you through going to the facebookcom AD LAS manage, wet start, say: slatchyeah manage ate, manage, go there and ot create in that Il. You know. If yourcredit card information is in there, get all that stuff. Sid Situat, thendon't say Creati than go to build them, build a map and said it for probablysomething like website clicks, we'll start with a very baseboo set. It forwebsite collect to pick out a our on N, your Lepsite, let's say: Youre yoursearch result, page. Okay, just for your general new cars es Ono, yourinvetory copyind pace, the URL from your search results, page directenly,Lininto, it'l it'll get all the information from you from that page and then they will giveyou an oion for images. You want to put plug in images and take advance o thefact tat you can put its ixemust because it Cain is all about testingone image. You know gonl know if it's good or bad. So what IV put in all sixtick out, six, an which is perably they'll, be twelve hundred by six.Twenty eight live, I'm sorry, twelve hundred wive by sixe twenty eight Tel,that's the ideal size to fit in to all of the different Medians Mobileverything S. no, that thet'l be twelve hundred Wye that we shrunk down to fitthe device that gives you the best wall. Okay, uplow, six of tit mix it uppictures of cars prefer the live. Inventory always plays better than thanstock images. So So, if you can get a picture of that, PAO sitting out frontgo abit uploaded we getting propped down to twelve hundred by six. Twenty.Eight and then I blod that to to the the at then Yoscroll down a little bitfurther, and it will ask you for your copy, put in something local make surethat you're mentioning you know. This is lot of local low, where you guys, where you guyslook at...

Targan, I'm in Pennsylvania, I michaelsI'm in Cada. Okay, use your location, south centralLa o. There Wesouthsentallas best time to Invento, for example, be the Tene.That's actually too long as a they give him very few characters you ays woul,make it fit, make sure that you mention location, definitely the brand and alittle bit of place. Then it wasn't the copy, the actual copy. Yeah that youwho you are you want to be transparent, heres. The thing you don't want tocoach people like all the tlicks that you get. You only want people to clickthrough to it. If they're true, awesome, really interested Bieres, otherwiseyou're just wasting Mont. Let's get the real buyers to click through. Let'stell them what they're clocking through to your sen them damotory. Tell himwo're shitting into inventor they'll, try to say! Oh, look at all theseawesome pictures of of the new steam rate. That's that's! Those are badclicks. What tixswhere they know when they click through. They did the shotNOP on which I'l get to in a second they'll, actually go to they're goingto be shopping. You want to make it very clear. So the ad copy metters, whoyou are you know Jany Rucker Chevale- has has a tremendous selection of nuwshevyvehicles available right here in south central La so that would be the AP rol down a little bit further last, ifyou want O, whose a boo definitely use a button, this Hauseit to stand out, Ilike to use the shot Nat bon. If I'm setding the Diman fory, you can sendthem to put that button as download or whatever learn more all these things I like shopnow ecause. It tells them again specifically look flick on this Boureally interested. I by part not keep keep going down on your facebook cageand looking for pictures of Little Timmy spiding an the third base,whatever you're looking for S, then you go down a little further. You can itthe Targen this, where this is the important part lit on behavioral topone should be del Ectal automoto day, so Om ta Litbit it up, and then I don't want to tell you exactly whatto do, because, because you might find things in there that I don't even knowabout the beauty of the steps is there's so much going on that you canplay around with the Tingis very specific e'll, say Buyour attent for Exampe Syou plip onthat, and then you can reak it down by. By makes your models or both you plickon Shetdy and then it'll actually will shevy l say: Shevy. Cars are shevytrucks and we shat in into Genel anvetory click on both they click onmodels as well, and so the pimshevy crews Equinox Taho, so we're out of getall those out there. Oh and do Setou your Gartry, depending on where you areF you're in a a more woral area, set it for your location, plus fifty mine, ifyou're in a more groud of population, maybe your area alone, Omayb your areaplus plus ten Mols, your sit. You need to see how many people that'swone to target is at going to Targ. It thousand. Well, that's not enough toGoin and pick out more areas. Maybe the the next town overwulve maybe add somemore some more behaviorl parket into it once you getthrough. All of that, then you GE own to the budget area. SLECTION budgetit'll all get a proof. Wetl make e notice that if you do use images thathave words on htest, you can't have more than twenty percent covered withteture. They won't accept it so make sure then Texas minimal. If you use itse text, we prefer not to with occasionally, you know did say Lo love Wamer, sometimes on Don youwant and Sothims if there's a very spesific special it six thousand offemon ultimately op ut. That text Oan just to draw more attentions on the factthat were we're selling were pushing them very specific guy. I review and then it'll take youthrough and O good to go. You Cann have these ads running in with enough practice. HEAS take anyorefive to ten minutes, so they don't take a whole lot of time once you get goodat it. That's why we like to UN thirty the time E, keep it Soa, hypotarte yeahI actually have to squeeze as much value out ofthis is possible because most dealers don't believe in facebook.Why? Because most thee shave been have...

...been shown facebook, the wrong way. Youknow this is all about. If you're going to spend, you know sixdolrs of plike three dols O, like fourrs, O four dolars, a click we'reguaranteeing less than two dollrs Plik. In many cases we're talking about fiftycents, aclub to your website and Foud people that have raised their hand inindicatedg, theyre rentend to buy a use truck in then their future. You can'tbe and that's why that's why it it's such A. I purj very deal t to least tryit at least go in there tes te. The words were saying and and give it ashot, throw five bunch out of ten buckhs out it. What kind of dailybudget do you really recommend I mean? Would you say for the the newbe dependson my ective? Doesn't it absolutely and but you know we try to keep it simple,five mucks a day. You know it's a H. Five bucks of days a Proxat, a hundredfifty bucks a month, Siptin Febuarys, an theage of thirty one days, O Musevtirking on days. So well, you know what and consideringthat there's dealers out there that are still spending like seventy grand ayear on print advertising. I think you know a hundred and fifty dollars amonth is anot brainer yeah, listen! Jd! We appreciate you being with us today.There is no question that there are many more questions that we could beasking you about social media, that I know those of you listening in are ainterested in and I know Ros Robert wants to keep going. We I wanted tobring something up with jd like Zon. He came. This is real now, quick one. Thisis important when, when you en haw tronny groups, we were at the pasttwenty groups in Atlantic City, and I was shooting dice hanging out and I justlook up for some reason and I think it was jd and like was Danny Benitas and Ijust looked at them from a distance and they were walking towards me very fastand he had this face such a serious face on, and he comes up to me andhuffing an puff like we've been looking everywhere for you, Robert and I'm like.What's going on and jd broke the news to me, the ultimate warrior died, JDrocker was the first part. You were the one that relayed that information to me.I will never forget that. Is this. Why I just had my Ouja. I wanted to bringthat up. That was a very important always with Rao. Always forget, alwaysremember: Jd was the one he heard it and he looked avy scather, he scatheredthe the Ha Yo Kno. Did you find that out on social media or what I actually did there? You go see sothere's no question how powerful social media is to kind of wind this back intomy outro here before it was hijacked by the ultimate warrior. Um Rest in peace. There you go there,you go hashtag rest in peace, Jady thanks so much for being on theshow. How can those dealers listening and right now?How can they get in touch with you to ask the questions that I know areburning inside of them right now sure they can es this way. Just just e OunmiJaty at dealer, authoritycom and check out our website. FACEBOOK, twitter we're pretty easy to find to dosearches for dealar authority, dosercer for Jamie worker and and we're rightthere. I published my phone number online sop as comlme directly as and there you have it everybody. Wereally appreciate you for taking the time and checking us out. Michael JD,never disappoints! No, I mean there's so much information floating aroundinside of that Guy's head. He is an...

...undisputed expert when it comes tosocial media. You know that's a term that there's always debate on in theautomotive industry, whether you can call somebody an expert but guess whatI think in in comparison to somebody that doesn't know anything about socialmedia. There are, there are experts and it's all subjective, and he is he isone I mean I learned so much. I took three or four pages of notes about what dealers can be doing tostart really taking a bite out of social media todays. It was phenomenalgreat information, definitely and that's its a hot topic. Right now isfacebook ads and it's you know it's the one of the most affordable and powerfulstrategies that a dealership can can handle and again that step by stepguide that JD mentioned that will be available in the show notes that aretriplew dot, dealer playbookcom. Twenty five don' forget the Tedelar playbooksO ot, that for smeler playbook tha first time. First Time I try to do yourlittle triplebb than bomb, but everything all the links and resourcesthat have to do with this session you'll be able to find them. Theredefinitely get that guy, because you know he's Goingno. He walks you rightthrough how you can get started using facebook ads today in your store- and Imean you heard Hem- The bottom line is: There's nothing really that they do orthat many vendors do, that you couldn't be doing yourself so give it a try,learn as much as you can about the social media, and if you decide thatyou need to have somebody do it for you, because you know you're leaving someholes in your digital marketing, your social media marketing, then that's.Okay, too. It's all about driving more traffic to you, your brand Yor, yourbusiness, your website, so that you can be as profitable as possible. So don'tforget to check that out: triplew Dot, that dealer playbookcom Ford Ash.Twenty five also don't forget to subscribe so that you can get thelatest episodes of the deeer playbook dropped off in your inbox with all ofthe information and links that we give you throughout the show. Also. Do me afavor right now and check out Michael acerilocom Ford Book. I've got a bookcoming out called. Don't wait, dominate, which is GOINGNA also bring all of thisinformation together so that you can really stop surviving online and startthriving onmine love to love to have you join me. There Robert, you gotanything else for us to tha man, I'm ready to push on out of here everybodythat thank you again. Taking the time hiting the download subscribe, leave usyour feedback and comments, everybody that is taken the time to give us theirfeetback an comment, good, the bad, the ugly we wanted, all because Il wan O dothis, for you, thanks for being here, Take Care.

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