Overview
Our paid ads solutions support ad targeting using a number of methods including zip codes (which we automatically convert into latitudinal and longitudinal coordinates to remain compliant with Google's new standards), miles radius from your dealership, or via advanced targeting options which allow you to create inclusion and exclusion rules.
See video instructions here:
Navigation
Targeting settings for our Paid Advertising Solutions (Digital Advertising, VINs Acceleration) can be found under Dealership Level Settings > Paid Advertising Targeting.
Targeting By Address and Radius
Dealerships may choose to target customers based on their proximity to the store and/ or other locations. Selecting too large of a radius can result in wasted ad spend on irrelevant customers who will not actually come to the dealership and buy a car.
Dealers may also add separate locations around which they wish to set up a geo-fence in order to target locations where the center is NOT the Dealership.
- Facebook setup includes a minimum radius of 15 miles, radius max = 50. Fullpath Social default is 25 miles around the Dealership location.
- Google search and display includes a minimum radius of 3 mile, radius max = 500. Fullpath Search and Display default is 25 miles around the dealership location.
Targeting By Zip Code
Dealerships may also choose to target customers within specific zip code(s). Users can input as many zip codes as they would like (or paste a list of several, separated by commas or semicolons), and our system will automatically convert those zip codes into latitudinal and longitudinal coordinates to target users within those locations.
Google: We calculate radius by taking a polygon of the zip code from US Census Bureau data, and then filling the zip code with as many minimum 3-mile circles as needed to cover between 95-105% of the area.
| Note: Google and Fullpath only support zipcode targeting and not micro mailing code, PO box codes etc. If you see errors when uploading a list of zips, it may be because the codes you're uploading are within a larger existing zip code or are not actual, formal zip codes, but mailer codes instead. |
Targeting by objective and or channel
Dealerships may choose to set up targeting rules which can be a combination of one or more objectives or channels. To set a targeting rule, you can select the blue Add Objective rule or Add Channel rule as shown in the screenshot below and set the zip code and/or radii.
Audience Size
It is possible that within a given set of targeting criteria or budget, a certain audience is too small to be used. Each platform has privacy restrictions which prevent accounts from targeting lists of users that are too small.
- Facebook recommends targeting a minimum of 1,000 people with your ads, the system will not create and run ads for less than 100 people.
- Google search and display Networks must have a minimum of 1,000 active visitors or users within the last 30 days.