Auto repair companies are faced with a number of unique challenges when it comes to attracting the right kind of clientele, and Facebook offers both opportunities and challenges. Where, as an example, does one even begin on the world’s biggest social networking platform? And what sort of impact can one expect to make in terms of reaching out to the correct kind of audience? Fortunately, things are easier than many would have you think. This guide explains how Facebook Marketing can be used by auto repair companies to leverage their presence on the market.
Looking at how to create Facebook Ads for an auto repair company? Why not leave the job to professionals. Get in touch with us and we will help you create Facebook Ads that convert.
Create a Facebook Page for you Auto Repair Business
The first thing that you need to do on your way to reaching out to a wider client base is create a Facebook Page for your Auto Repair Business. Although most of us have personal Facebook accounts, not many ever bother to go the extra mile of creating a business page.
However, this step is essential, since it allows you to separate your personal account from that of your business. You can check out this page in which we give step by step instructions on how to create a Facebook Page.
What most people do not realize is that each advertising campaign on Facebook is unique and requires an approach that is radically different from all the others.
An Auto repair business is, as an example, not going to be the same as that which is run by a Financial Planning Company. Although the approach is the same, each campaign is, as an example, going to have different target audiences.
The process of creating Facebook Ads for an auto repair company is, as you can see to the left in the above screenshot, composed of four steps;
In Ads Manager, the first thing that you need to do in order to create your ad is Create a Campaign. A campaign can have one or more Ad Sets;
Each Facebook Advertising campaign is composed of one campaign objective. The Objective allows you to choose what it is exactly that you wish to happen when people click on your ad.
The default option “Traffic,” allows you to direct people who click on your ad to a landing page. Other available objectives are;
Naming your Campaign
Once you have chosen your campaign objective, you next step involves the naming of your campaign. For this example, we are going to call our Facebook Ads campaign; “Facebook Marketing for Auto Repair Companies.” This name appears in reporting, insights and marketing, and not in the Ad itself. When done, click on the “Create Ad Account,” button to move to the next step.
An ad account is needed when creating Ads on Facebook. This step does not require much time, and you can be done in less than a minute. When done, click on the “Continue,” button to move to the next step.
The next thing that you need to do on your way to creating a Facebook Advertising Campaign for your Auto Repair Company is Create a new ad set. An Ad Set is really one of the most important settings in your entire campaign.
It allows you to zoom in on your target audience using location, budget, schedule, age, language and other settings. An Ad Set can have one or more Ads.
This is one of the most important steps, as far as creating an ad for your Auto Repair Industry is concerned. Remember we have already chosen to have our traffic go to a landing page. You can, as you can see in the above screenshot, also choose to drive traffic from your Facebook Ads to your App or to Messenger.
Choosing your Audience
The next step, as far as setting up an effective Facebook Marketing campaign for your auto repair company is concerned, is also one of the most important. Choose too narrow an audience, and you will miss out on some of your potential customers.
Choose too broad an audience, and you will be wasting your money on people who do not fall within your target audience.
Choosing the right kind of audience is, as we have already stated, important. Often, it’s what stands between you and a successful Facebook Advertising campaign.
One of the things that you need to acknowledge when choosing your target audience is that an Auto Repair Company is, by its very nature, localized. You are likely only going to attract clients from so far around you.
Our example Auto Repair Company is based in Chula Vista, California. The target audience should, therefore, be centered around this locality. As you can see in the above screenshot, we have narrowed down our target audience to Chula Vista, California, and have excluded Mexico.
Narrow your target Age Groups
You can also further refine your Facebook Ad by choosing the age range from which you are likely to get customers for your Auto Repair business. We have, in our case, narrowed our target audience to people who are between the ages of 22 and 60.
You can also choose to have your Facebook Ad targeted only at men or at women. This would be useful if you are marketing gender specific products and services. A company that sells beauty products would, as an example, be better placed targeting women with its Facebook Ads.
You can also, as you can see in the above screenshot, further narrow down your target audience by targeting people of a particular language. If your products and services are specifically targeted at Mexican immigrants, you can, as an example, narrow down the focus on the delivery of your Facebook Ads by choosing to have them delivered only to people who speak Spanish.
You can also further refine your ads by targeting people using demographics, interests, behaviors and other parameters. In our example, we have targeted people who are interested in Auto shows and who have listed Cars as their interests on Facebook. This ensures that your Facebook Marketing campaign actually reaches people who are likely to be interested in what your Auto Repair Company has to offer.
Facebook allows you to choose whether or not you can have your Ads delivered only on Facebook, or across its networks, including on Instagram. Choose the automatic placements option if you would like to have Facebook choose the best delivery option for your Ads.
Budget and Schedule
Another important thing that you need to do as part of the process of setting up a Facebook Ad campaign for your Auto Repair business is set a budget for your campaign. Here, you need to ask yourself how much you are going to be willing to spend on each campaign. The default amount, as you can see in the above screenshot, is $20.
You should also take note of the fact that adjusting the daily budget improves on your Estimated Daily Results. Increasing, as an example, the daily budget from $20 to $50 boosts our reach from between 9 400 and 30000 to the figures that are shown in the above screenshot. Our potential links and clicks rise from between 110 and 650 to the ones that are shown above.
Set Bid Cap
To set the maximum amount that you would like to spend on the delivery of your Ad, click on the “Show Advanced Options,” link and choose the relevant section. When done, click on the Continue button to move to the next section.
All the things that we have been doing so far have been leading to this step. The Ad that you create for your Facebook Marketing campaign is what people will see. You, therefore, need to really work on it to make sure that it generates leads for your business.
Naming your Ad
Your first step in this regard involves naming your campaign. The name does not appear in the Ad itself, so you do not need to spend too much time think about it. We are going to call ours “Auto Repair Ad 1.”
Your Ad needs to have an identity; a Facebook Page that represents your business in Ads. You can also add an Instagram account that will be representative of your business in your Instagram ads.
Available Ad Formats
The following Ad Formats can be used when creating Facebook Ads for your Auto Repair business;
Creating a Slideshow
For this article, we are going to create an Ad in the form of a Slideshow. To get started, click on the appropriate option, as in the above screenshot. Next, click on the “Create Slideshow,” button.
To begin adding photos to your Slideshow, click on the “Add Photos,” button. The great thing is that you can either use your own images, or get free stock images from shutterstock. When done, click on the “Confirm,” button to confirm your image selection.
In the next screen, you can set the aspect ratio, image duration and transition for your slideshow. Click on the “Create Slideshow,” button when done to move to the next step.
You really need to think about the headline that you give to your ad, since it appears in the Ad itself and, therefore, has a great impact on the success or failure of your Ad. Your headline can have a maximum of 40 characters.
You also need to choose the text that appears at the top of your Ad. Again, this is important, since it has a bearing on whether or not people will click on the Ad. Your text should clearly spell out what it is that you are selling.
Call to Action
Facebook gives you a number of calls to action for your Ads, including the following;
Your Ad’s Preview appears to the right of your screen;
Once you are satisfied with the presentation of your Ad, click on the “Confirm,” button and, if you have set up a payment method, you should be able to launch your Ad to your chosen audience.