5 5 EASY ST EASY STEP EPS S TO “Win the Click” and and con conver ert m t mor ore online shopper e online shoppers s into s into sho howr wroom oppor oom opportunit tunities ies By By Lar Larry y Bar Barditc ditch
5 EASY steps ??? Only if you execute them. Green Bay Packers were 1-10-1 the year before he took over. Over the next 8 years he never had a losing season. The Packers won 6 division titles, 5 NFL championships and 2 Super Bowls. 5 Lombardi Principals: 1. Have crystal clear expectations EVERY day. 2. Execution is more important than strategy. 3. Hold people accountable for results. 4. Became brilliant in the basics. 5. Motivate your team everyday.
C’mon kids, jump in the station wagon…we’re gonna buy a car today !
Auto Shoppers visit avg. 24 online touch points, spend 8+ hours online but only visit 1.3 dealerships How do you influence them ? How do you “WIN THE CLICK” ?
The car shopping experience is no longer a linear path to purchase
The sound of opportunity isn’t always a KNOCK… Connect with auto shoppers on THEIR time, on THEIR device TAP RING CLICK TWEET TAP RING CLICK TWEET
Consumers are leaving their “footprint” all over your website Are you following the steps???
Where did they come from? What did they look at? How do I get them back? Create “ personalized ” and “ targeted ” messages for each consumer
“Win The Click” Step 1. Analyze your digital footprint Websites, Search Engines, Maps, Directories, 3 rd Party listings, Social Media, reviews, etc. Step 2. Step 3. Step 4. Step. 5.
Analyze YOUR digital footprint & your competitors
Ensure Your ANCHOR TEXT is consistent and accurate across directories, listing sites, maps, review sites, social media, etc.
Reviews impact your google success!
What influences you when you shop? Do reviews matter?
Which Dealership Would You Call?
“Win The Click” Step 1. Analyze Step 2. Set Goals & Budgets. Step 3. Step 4. Step. 5.
What’s an “average” digital marketing budget ? What do I need to spend to dominate my market? 50 % of your overall marketing / advertising spend • Search Engine Marketing (PPC) • Display & Retargeting • 3 rd Party listing sites (autotrader, cars.com, edmunds, etc) • Website (including chat provider & video)
Pay-Per-Click BUDGETS keyword bids geography ad position
Digital Marketing is about PROBABILITY Optimize your digital budget with a “smart spend” strategy If you had $1 to spend Which machine would you choose? <<< >>> ONE pull FIVE pulls
When searching for your own ads…use Google Adwords “ preview ” tool
“Win The Click” Step 1. Analyze Step 2. Set Goals & Budgets. Step 3. Create a strategy & execute. Step 4. Step. 5.
Set it & Forget it ???
Cookie Cutter ???
Laser Focused
Dedicated Landing pages Provide: - Great online experience -Track-able Engagement & ROI -Improves Google quality score
Pizza Intent • What's actually on their mind What Is the User’s Intent?
Pizza Intent • What's actually on their mind On phone On laptop Context Downtown At home Device Location 12 noon 5:30pm Time Context – Device, Location & Time
Relevance – The Right Message, At The Right Time Saratoga Pizza – Order online, ready in 15 minutes. On phone www.saratoga pizza .com/ Fast, free delivery or dine in. Downtown 118 people +1'd or follow Saratoga Pizza Order Online Now $7 Dine-in Lunch Specials 12:00p Delivery Map Office Delivery Menu Saratoga Pizza – Order online, ready in 15 minutes. On laptop www.saratoga pizza .com/ At home Fast, free delivery or dine in. 118 people +1'd or follow Saratoga Pizza 5:30pm Order Online Now 2 Large Pizzas for $15 Delivery Map Dinner Side Salads and Desserts
Generic Retargeting Ads???
Search & Site Display and ReTargeting w/ Hyper Relevant Messaging
80% of online shoppers abandon the trade form
Search Retargeting in Action
47% of all automotive searches are on mobile devices Source: Google Internal Data.
Add: Geo-Fencing – Location-Based Competitive Targeting TARGET CONSUMERS AT COMPETITIVE DEALERSHIPS WITH SPECIFIC MESSAGING • Reach people when they’re in a place to act • Provide special messaging to consumers in competition stores • Reach audiences in or near specific locations or categories of locations • Target nearby up to 10 mile radius • Target by dealer location • Target by location category Real-time reach of actual in-market consumers
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Targeted “safe send” email campaigns Case Study: Ford Conquest Campaign September 2014 Emailed: 200,000 households; Nissan & Toyota owners only 25 mile radius from dealership Cost: $2,000
“Win The Click” Step 1. Analyze Step 2. Set Goals & Budgets. Step 3. Create a strategy & Execute. Step 4. Measure results and optimize/adjust. Step. 5.
Actions speak louder than cost-per-clicks
Learn WHEN & HOW consumers are searching
Learn WHO is searching
Open up a treasure chest of information • Age of traffic visiting your site • Sex (male/female) • Interests • In-Market segments
• Top performing keywords • Landing page success • Call tracking reports • Lead form submissions • Coupons printed • Maps printed
What are the metrics that are important to you? Name Network Impressions Site Visits CTR Avg Position Investment Ford F-150 Search 2,703 82 3.03% 2.16 551.4795 Ford Explorer Search 1,688 57 3.38% 2.6 247.2184 Ford Fusion Search 1,657 78 4.71% 1.6 614.1707 Ford Focus Search 1,622 49 3.02% 1.95 383.7691 Ford Escape Search 1,165 63 5.41% 1.7 512.2689 Ford (Used) Search 1,081 114 10.55% 1.42 966.394 Ford (Dealer) Search 1,062 49 4.61% 2.35 321.4354
Continue to optimize your SEM campaigns
“Win The Click” Step 1. Analyze. Step 2. Set Goals & Budgets. Step 3. Create a strategy & execute. Step 4. Measure results and optimize/adjust. Step. 5. Hold vendors & employees accountable.
Dealer Principals, GM’s, GSM’s: Ask ISM’s for weekly updates on website stats, calls, form submissions, appt’s, etc. Syndicate your digital marketing efforts to your operator, BDC and sales team. Listen to sales calls. You might be surprised (enraged) at what you hear. Internet Managers: Ask vendors / agencies for weekly reporting & forward to Sales Managers Update incentives, campaigns, GEO’s, keywords. Review and Access google analytics & google adwords DAILY. Click thru your ads. Make sure links are working correctly. Inspect what you expect.
Contact Info Full Name: LARRY BARDITCH Company: MSA Advertising Job Title : VP, Digital Strategy & Innovation Email: LARRY @ MSAadvertising.com Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.
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