Nearly two-thirds of consumers start the purchase process on a digital channel, and social media has become increasingly influential: 36% of car buyers say it was extremely influential on their eventual decision. Using social ads, automotive companies can engage highly targeted—and highly coveted—market segments that are otherwise difficult to reach.
Millennials are notoriously cynical about traditional advertising, but are less wary when they receive the type of personalization that social ads make possible. Almost half of the age group expect brands to customize offers to suit their needs, and 39% will go out of the way to use a customized offer.
Using social ads to better target Millennials and other underserved audiences could increase your overall website traffic by 5%.