A presentation originally set up for a talk given in April 2012 and later updated in January 2013 with tests and findings for the usedcars.com website social media advertising strategy by Jenn Mathews (http://seogoddess.me)

1. Facebook Advertising
Jenn Mathews
SEOGoddess

2. What Is UsedCars.com?

3. Why Social Media?
SEO drives the majority of the traffic
 Social assists SEO
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4. Advertising on Facebook
Get to know the existing community
 Understand the audience
 Grow following
 Test responses/reactions
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5. 
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External URL
Facebook Page (increase ‘Like’s)
Applications (Page Add-ons, Games, etc)
Events
Sponsored Posts

6. December
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Promoted Status Updates
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Seasonal Advertisement
1.63% - 4%
CTR
.013% - .021%
CTR

7. January
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Posted specific cars with pricing
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Posted price specific pages
8.17% - 22.23%
CTR
11.41% CTR

8. January - cont
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Page ‘Like’s

9. The site?

Traffic from Social went up in January

10. Oct 2013
POS Cars Page Post Test
 2.7 million reached
 32k likes
 16k shares
 1900 comments

11. What Works/Doesn’t Work
What Works
 Build community with viral content (promoted posts)
 Status posts
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Images w/links to vehicle pages (promoted)
Links to vehicle pages with questions (engage audience)
Article links to website (support SEO)
Human/Page sharing deals
What Doesn’t Work
 Direct Advertising
◦ Tested Deals – no leads
◦ Tested Vehicle Pages directly – no leads
◦ Tested SEO Pages – no leads or engagement