Make The Most of Your Digital Advertising Guy Lieberman Director Digital Marketing MAN Marketing
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
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
Agenda • How to evaluate advertising opportunities • Google My Business (GMB) • Paid Search • Facebook • Your Website • Video • Display Ads
What’s Most Important? • Results • Time invested • Money spent
Push vs. Pull Advertising
Push Advertising • Me trying to find customers • Pushing ad messaging out to reach people
Pull Advertising • Creating a presence in places where customers look for what I sell • When they’re ready!
Pull Advertising • Reach the most people in market for what we offer! • Free and low cost options • Action oriented
Where to Focus Pull • GMB • Paid Search • Website Push • Facebook • YouTube
GMB: Google My Business • Google Search • Google Maps
The Value of GMB
Direct: Searching For You!
Discovery: Search For What You Sell
Branded: Someone Else’s Brand
Search Terms
Google Search vs Maps
Actions Taken
Info: Complete, Accurate, Updated
Photos: Adding and Tagging
Posts: Free Ads On Your GMB
Reviews: Solicit and Respond
Update Monthly • Add a photo • Add a new offer • Post holiday hours • Respond to any reviews
Google Paid Search
How Paid Search Works • Budget • Targeting • Geography • Keywords • Ads • Only pay for clicks!
Desktop and Mobile
Campaign Types: Shopping • When people search for products • Specific products, categories or brands
Text Campaigns Location extension will display below text ad. Example below:
Location Extension Examples Google Search example: Google Maps example:
Call-Only Campaigns • Only action is to call • Served to mobile phones
Which Campaign Is Best? • Parts Store • Call Only Impr. Clicks Cost Avg. CPC Conversions Cost / conv. Conv. rate 817 39.3 $ 290.60 $ 7.39 13.2 $ 29.30 34.80% • Service Center • Text campaign with extensions Impr. Clicks Cost Avg. CPC 1,973 46.7 $ 232.48 $ 4.99 Results from 6 month case study of campaigns for individual locations
Facebook Advertising
Why Facebook • Reach • Engagement • Targeting
Your Page vs. News Feed
Facebook Demographics
Daily Time on Facebook
Facebook: Paid vs. Organic • Paid Advertising- News Feed • Organic Posts- Your Page • Boosted Posts • Posts on our own page • Paid Ads • Seen by “fans” of our page in their news feed • But shown to less than 10%
How It Works • Budget • Targeting • Geo • Behavior or interest • Custom Audience • Ad Type
Targeting: Suggested Audiences • Parts and accessory stores • Frequent and high spenders • Auto repair shops • Frequent and high spenders • Website Retargeting • Custom Audience
Display, Video and Carousel
Facebook Example Report
Running Campaigns- Pros and Cons Self Managed Agency Managed • Pros • Pros • Save money • Access to all targeting available • Total control • Create and manage all aspects • Trained professionals • Cons • Cons • Produce all content • Limited targeting “boost post” • Additional cost • Don’t have time or expertise
Your Website
Website Checklist • Deal breakers • Additional priorities
Mobile “First”
Website SSL Certificate • Google wants all sites secure • Sites ranked lower without it • Inexpensive, annual renewal
Important Tech Stuff... The Nuts and Bolts! • Meta Data • Page titles, H1and H2 • Page descriptions • Image tags • Site Map
Additional Priorities • Add or refresh content • Offers monthly or seasonally • “Today’s Tip” • Add a blog • Subscribe to email offers
The Power of Video YouTube, Facebook and Your Website
Video on YouTube and Facebook
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!
Digital Display Ads
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!
Thank You! ManMarketing.com/AutoWares
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