- Review your operational budget for the year and determine what you can spend on advertising. NIADA recommends $250 for each car sold in 2019.
- Determine how you’re going to invest that money. Dealers selling vehicles less than $15,000 should be using Facebook Marketplace through an approved provider. It’s your cheapest option and gets the most for your money.
- Measure your ads’ productivity. Track these key metrics for digital advertising: Vehicle Data Page engagements, leads and conversions per advertising source.
- Use that info to make decisions. If it’s not working, try to find out why and change your strategy. Either use the source in a different way or drop it altogether.
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