Fewer than 10 percent of the nation's 17,875 franchise dealers use Facebook advertising to any degree even though it's a fairly inexpensive way to get in front of shoppers. Dealers split on value, effectiveness of Facebook advertising Pat Hayes epitomizes why dealers have been reluctant to advertise on Facebook. After spending about $1,500 a month for Facebook ads for six consecutive months in 2013, Hayes, who is a sales manager at Patriot Ford near Oklahoma City, couldn't point to a single vehicle sale the advertising had definitively produced. "I'm not sure we sold any. Maybe two," Hayes said. "We canceled because we were getting zero results." Meanwhile, down in Rosenberg, Texas, outside Houston, Paul Lappage is gung-ho on Facebook ads. The e-commerce manager of Legacy Ford says the store converted several new-vehicle sales from its $1,000 monthly spend on Facebook ads for promotions surrounding the World Cup tournament, football games and l...
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