Win the Click and and con conver ert m t mor ore online shopper - - PowerPoint PPT Presentation

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Win the Click and and con conver ert m t mor ore online shopper - - PowerPoint PPT Presentation

Nov 11, 2023 272 likes •902 views

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

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5 5 EASY ST EASY STEP EPS S TO

“Win the Click”

and and con conver ert m t mor

  • re online shopper

e online shoppers s into s into sho howr wroom oppor

  • om opportunit

tunities ies By By Lar Larry y Bar Barditc ditch

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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.

5 EASY steps ??? Only if you execute them.

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C’mon kids, jump in the station wagon…we’re gonna buy a car today !

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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” ?

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The car shopping experience is no longer a linear path to purchase

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The sound of opportunity isn’t always a KNOCK…

TAP TAP RING RING CLICK CLICK TWEET TWEET

Connect with auto shoppers on THEIR time, on THEIR device

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Consumers are leaving their “footprint” all over your website Are you following the steps???

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Where did they come from? What did they look at? How do I get them back?

Create “personalized” and “targeted” messages for each consumer

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“Win The Click”

Step 1. Analyze your digital footprint

Websites, Search Engines, Maps, Directories, 3rd Party listings, Social Media, reviews, etc.

Step 2. Step 3. Step 4.

  • Step. 5.
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Analyze YOUR digital footprint & your competitors

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Ensure Your ANCHOR TEXT is consistent and accurate across directories, listing sites, maps, review sites, social media, etc.

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Reviews impact your google success!

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What influences you when you shop? Do reviews matter?

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Which Dealership Would You Call?

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“Win The Click”

Step 1. Analyze Step 2. Set Goals & Budgets. Step 3. Step 4.

  • Step. 5.
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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
  • 3rd Party listing sites (autotrader, cars.com, edmunds, etc)
  • Website (including chat provider & video)
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Pay-Per-Click BUDGETS

keyword bids ad position geography

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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

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When searching for your own ads…use Google Adwords “preview” tool

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“Win The Click”

Step 1. Analyze Step 2. Set Goals & Budgets.

Step 3. Create a strategy & execute.

Step 4.

  • Step. 5.
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Set it & Forget it ???

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Cookie Cutter ???

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Laser Focused

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Dedicated Landing pages Provide:

  • Great online experience
  • Track-able Engagement & ROI
  • Improves Google quality score
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Intent

  • What's actually on their mind

What Is the User’s Intent?

Pizza

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Context

Device

Context – Device, Location & Time

Location Time

Pizza

5:30pm At home On laptop 12 noon Downtown On phone

Intent

  • What's actually on their mind
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Relevance – The Right Message, At The Right Time

Saratoga Pizza– Order online, ready in 15 minutes.

www.saratogapizza.com/ Fast, free delivery or dine in. Order Online Now Delivery Map $7 Dine-in Lunch Specials Office Delivery Menu 118 people +1'd or follow Saratoga Pizza

Saratoga Pizza – Order online, ready in 15 minutes.

www.saratogapizza.com/ Fast, free delivery or dine in. Order Online Now Delivery Map 2 Large Pizzas for $15 Dinner Side Salads and Desserts 118 people +1'd or follow Saratoga Pizza

5:30pm At home On laptop 12:00p On phone Downtown

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Generic Retargeting Ads???

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Search & Site Display and ReTargeting w/ Hyper Relevant Messaging

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80% of

  • nline

shoppers abandon the trade form

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Search Retargeting in Action

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Source: Google Internal Data.

47% of all automotive searches are on mobile devices

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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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$9.95 Oil Change-Honda Accord-Aventura, FL Free Wi-Fi Lounge. 44 minute guaranteed. www.aventura honda.com Call (888) 888-8888 for a VIP appointment $29.95 Oil Change-Honda Accord-Aventura, FL Free Car Wash. Ask about our rewards program. www.aventura honda.com Call (888) 888-8888 for a VIP appointment

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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

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“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.
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Actions speak louder than cost-per-clicks

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Learn WHEN & HOW consumers are searching

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Learn WHO is searching

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Open up a treasure chest of information

  • Age of traffic visiting your site
  • Sex (male/female)
  • Interests
  • In-Market segments
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  • Top performing keywords
  • Landing page success
  • Call tracking reports
  • Lead form submissions
  • Coupons printed
  • Maps printed
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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

What are the metrics that are important to you?

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Continue to optimize your SEM campaigns

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“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.
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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.

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Contact Info

Full Name: Company: Job Title : Email: LARRY BARDITCH MSA Advertising VP, Digital Strategy & Innovation LARRY @ MSAadvertising.com

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