SLIDE 1 Make The Most of Your Digital Advertising
Guy Lieberman Director Digital Marketing MAN Marketing
SLIDE 2 Guy Lieberman Director of Digital Marketing
- About MAN Marketing
- Full service advertising agency
- 39 years, Carol Stream IL with 40 employees
- Mostly Automotive
- About Me
- 35 years Automotive experience
- 20+ years Digital Marketing
SLIDE 3 About the Strategies Being Presented
- Company Owned Store
- Most are being done for you
- Independent Store
- Things you should be doing
- Service Center
- Things you should be doing
- Presentation Download
- MANMarketing.com/AutoWares
SLIDE 4 Agenda
- How to evaluate advertising opportunities
- Google My Business (GMB)
- Paid Search
- Facebook
- Your Website
- Video
- Display Ads
SLIDE 5 What’s Most Important?
- Results
- Time invested
- Money spent
SLIDE 6
Push vs. Pull Advertising
SLIDE 7 Push Advertising
- Me trying to find customers
- Pushing ad messaging out to
reach people
SLIDE 8 Pull Advertising
- Creating a presence in places
where customers look for what I sell
SLIDE 9 Pull Advertising
market for what we offer!
- Free and low cost options
- Action oriented
SLIDE 10 Where to Focus
Pull
Push
SLIDE 11 GMB: Google My Business
- Google Search
- Google Maps
SLIDE 12
The Value of GMB
SLIDE 13
Direct: Searching For You!
SLIDE 14
Discovery: Search For What You Sell
SLIDE 15
Branded: Someone Else’s Brand
SLIDE 16
Search Terms
SLIDE 17
Google Search vs Maps
SLIDE 18
Actions Taken
SLIDE 19
Info: Complete, Accurate, Updated
SLIDE 20
Photos: Adding and Tagging
SLIDE 21
Posts: Free Ads On Your GMB
SLIDE 22
Reviews: Solicit and Respond
SLIDE 23 Update Monthly
- Add a photo
- Add a new offer
- Post holiday hours
- Respond to any reviews
SLIDE 24
Google Paid Search
SLIDE 25 How Paid Search Works
- Budget
- Targeting
- Geography
- Keywords
- Ads
- Only pay for clicks!
SLIDE 26
Desktop and Mobile
SLIDE 27 Campaign Types: Shopping
products
- Specific products, categories
- r brands
SLIDE 28 Text Campaigns
Location extension will display below text ad. Example below:
SLIDE 29 Location Extension Examples
Google Maps example: Google Search example:
SLIDE 30 Call-Only Campaigns
- Only action is to call
- Served to mobile phones
SLIDE 31 Which Campaign Is Best?
- Parts Store
- Call Only
- Service Center
- Text campaign with extensions
Impr. Clicks Cost
Conversions Cost / conv.
817 39.3 290.60 $ 7.39 $ 13.2 29.30 $ 34.80%
Impr. Clicks Cost
1,973 46.7 232.48 $ 4.99 $
Results from 6 month case study of campaigns for individual locations
SLIDE 32
Facebook Advertising
SLIDE 33 Why Facebook
- Reach
- Engagement
- Targeting
SLIDE 34
Your Page vs. News Feed
SLIDE 35
Facebook Demographics
SLIDE 36
Daily Time on Facebook
SLIDE 37 Facebook: Paid vs. Organic
- Organic Posts- Your Page
- Posts on our own page
- Seen by “fans” of our page in
their news feed
- But shown to less than 10%
- Paid Advertising- News Feed
- Boosted Posts
- Paid Ads
SLIDE 38 How It Works
- Budget
- Targeting
- Geo
- Behavior or interest
- Custom Audience
- Ad Type
SLIDE 39 Targeting: Suggested Audiences
- Parts and accessory stores
- Frequent and high spenders
- Auto repair shops
- Frequent and high spenders
- Website Retargeting
- Custom Audience
SLIDE 40
Display, Video and Carousel
SLIDE 41
Facebook Example Report
SLIDE 42 Running Campaigns- Pros and Cons
Self Managed
- Pros
- Save money
- Total control
- Cons
- Produce all content
- Limited targeting “boost post”
- Don’t have time or expertise
Agency Managed
- Pros
- Access to all targeting available
- Create and manage all aspects
- Trained professionals
- Cons
- Additional cost
SLIDE 43
Your Website
SLIDE 44 Website Checklist
- Deal breakers
- Additional priorities
SLIDE 45
Mobile “First”
SLIDE 46 Website SSL Certificate
- Google wants all sites secure
- Sites ranked lower without it
- Inexpensive, annual renewal
SLIDE 47 Important Tech Stuff... The Nuts and Bolts!
- Meta Data
- Page titles, H1and H2
- Page descriptions
- Image tags
- Site Map
SLIDE 48 Additional Priorities
- Add or refresh content
- Offers monthly or seasonally
- “Today’s Tip”
- Add a blog
- Subscribe to email offers
SLIDE 49 The Power of Video
YouTube, Facebook and Your Website
SLIDE 50
Video on YouTube and Facebook
SLIDE 51 Make Video Part of Your Business
- People like videos of people
- Put a face on your business
- Be yourself
- Talk about what you know
- Try it, have fun with it!
SLIDE 52
Digital Display Ads
SLIDE 53 Display Ads: How Can I Use These?
- Targeting
- Website retargeting
- Auto parts shoppers
- Auto service shoppers
- With Google you only pay for
clicks on your ad!
SLIDE 54
Thank You! ManMarketing.com/AutoWares
