A well-timed decision to shift from radio and TV ads to Facebook drove a surge in sales for Power Ford, helping the Albuquerque, N.M., dealership connect with homebound consumers as the coronavirus pandemic hit.
After a management change in mid-2017, the dealership moved thousands of advertising dollars to the social networking site. By partnering with Dealers United, a vendor that helps dealers with online data and advertising, Power Ford began paying for targeted ads showcasing its vehicles to nearby consumers who are in the market to buy. The ads pop up on their news feeds based off their recent online search history.
The results have been impressive.
In 2019, the dealership increased sales 8 percent year over year — vs. a 3.2 percent decline in its local market — and spent 21 percent less on advertising. It sold 1,576 new vehicles last year.
Once a bit player in its market, Power Ford has been the top-selling Ford dealership in New Mexico for seven months over the past two years, including May, when more than half of customers who purchased a vehicle either saw or clicked on a Facebook ad.