The study examined actions related to five major automotive campaigns on Facebook. Overall, they found that more people do more research on the brand they saw advertised. There was a 37% lift in brand site visits, 17% lift on brand page visits on automotive-endemic sites and 11% lift in brand search activity.
What’s really interesting is the flip side. comScore, the company that administered the study, says that they saw a notable decrease in competitive brand and model searches.
That’s very significant. Here’s your ad, not only driving traffic to your product but it’s also keeping traffic away from your competitor. comScore says this is especially important these days where people spend more time researching cars online and less time visiting dealerships. That means that the internet just became your number one sales person. That’s a little frightening.
Facebook commissioned this study so they could present the results today at the Automotive News World Congress.
Now we say, does this apply to other consumer categories as well? I’d say yes, it does. People are doing more window shopping online and on mobile than ever before. Which means by the time they walk into a store, they already have a clear idea of what they want. Even if you have the world’s best salesperson on staff, they can’t sell to a customer who went to the competitor’s store first.
I’m not saying that you have to buy a Facebook ad, but you do have to make sure that you have a strong presence online including a site that can be found easily through search and social media.