From F&I and Showroom Magazine
By: Stephanie Forshee
See Full Article Here
Back in 2009, Brian Benstock’s wife called to notify him that his credit card was declined when she attempted to make a purchase. Believing it was a mistake, he called the bank. Its response was an even bigger shock: “Mr. Benstock, we stopped your card for fraud alert. You have $60,000 worth of charges in the past two weeks — from Facebook.”
Benstock, vice president and general manager of Paragon Honda and Paragon Acura in New York, says that was the day he learned firsthand the true power behind the social media network. He had taken out paid advertising with Facebook just two weeks prior after deciding that his dealer group was ready to pay per click (PPC) on Facebook for his “dollar per day” campaign, which asked customers if they would buy a new vehicle if they only had to pay $6 or $7 a day.