Last week, I built a Facebook campaign for Woltz & Associates’ upcoming auction of 72 MGs & Austin Healeys. I’ve never had that many units of one type of automobile in a single auction. Wow.
Every once in a while, one of my clients adds an event geofencing ad to their Facebook campaign. With this ad, they inundate a car show, convention, trade show, or competitor’s live auction. These ads typically perform far less efficiently than our usual ads. However, the participants of these events are worth a lot to my auctioneers.
One of my favorite Matchbox/Hot Wheels toys as a kid was this 1979 “Airport Rescue, a Hot Wheels original model based upon the Oshkosh P-15 ARFF Crash Truck.” So, I got excited when Kevin Ross asked me to advertise this Oshkosh T-3000 ARFF in Maryville, TN. So far, our target audience on Facebook must like it as much as I liked my childhood model, because the ad for this unit is averaging only 5¢/click.
So, of the five headline options in the dynamic-content Facebook ads, two address this potential discount: “Tariff-free British parts!” and “No tariffs on these items!”
My clients and I advertise figurative gold mines regularly. I like to use headlines for those like, “Buy more cash flow!” or “Add a revenue stream!” But last week, I was privileged to advertise Kevin Ross’ auction of a real-life historic gold mine in Tellico Plains, Tennessee. I smiled when I saw the headline on his website: “There’s gold in them thar hills!”
Clients regularly ask me to target a demographic or occupation for which Facebook doesn’t currently have an available option. (I say “currently” because the options change.)
During a phone conversation last week, my Facebook account representative and I discussed the system I use for auctions. We got on the topic of video ads—which I use very sparingly (maybe 1% of campaigns). She told me that their internal research found that the best video ads are …
