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David Kain NCM 20 Group - Marketing Budget Efficiencies as the Economy Begins to Turn

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Dave Spannhake

Dave and Chad discuss the latest strategies in automotive digital marketing as it relates to both intent channels like SEO, SEM, and third party sites along with the differences between stimulus channels from traditional media to all things programmatic advertising.

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MARKETING BUDGET EFFICIENCIES AS THE ECONOMY BEGINS TO TURNDave Spannhake Founder & CEO | Reunion Marketing Chad Graves Co-Founder & VP of Sales | Reunion Marketing
A LITTLE ABOUT US
… AND THE REUNION TEAM
AUTOMOTIVE MARKETING TODAY A Snapshot of the Current Landscape
A LOT HAS CHANGED IN JUST A YEAR A Snapshot of the 2016 Landscape
ROI MENTALITY Average dealership still spending $629 on marketing per car sold Gross Profit Margin Total Advertising Spend
TRADITIONAL VS DIGITAL? Auto Industry Still Lumps Marketing into These Buckets
THINK DIFFERENTLY Every channel has a unique purpose.
THE MAJORITY OF BUYERS ULTIMATELY END UP ON THE DEALER SITE
THE QUESTION TO ASK TO INCREASE SALES: TRAFFIC OR CONVERSION?
GOOGLE ANALYTICS Are You Measuring Just Clicks (Traffic) or How Users are Shopping (Conversion)?
GA PINPOINTS OPPORTUNITIES
LET’S START WITH INCREASING TRAFFIC What and How People are Shopping is Known Today… Be found where demand exists.
IT STARTS WITH UNDERSTANDING CONSUMERS’ WANTS Do You Know What Your Shoppers Want?
YOUR MARKET’S SEARCH DEMAND Do You Know What Your Shoppers Want?
CONSIDER THIS EQUATION… SEARCH VOLUME x WINNABILITY x CONVERSION = SUCCESS
DOES YOUR WEBSITE EXPERIENCE MATCH CONSUMER EXPECTATIONS? You Won’t Show up in Searches if You Aren’t Marrying Intent
HOW DO YOU SHOW UP IN SEARCH? YOUR “RIGHT TO WIN” SERPS
HOW DO YOU SHOW UP IN SEARCH? YOUR “RIGHT TO WIN” SERPS
HOW DO YOU SHOW UP IN SEARCH? NOT ALL SERPS ARE CREATED EQUAL
KEYWORD TRACKING ISN’T DEAD Just Be Sure You are Prioritizing Based on “Winnability ” & Intent
WHO ARE THE “REAL” COMPETITORS?
MAKE SURE YOUR ADS ARE STANDING OUT! HEADLINE 1 HEADLINE 2 URL WITH CUSTOM PATH TWO 90 CHARACTER DESCRIPTIONS OR USE ADDITIONAL OPTIONS LIKE PRICE EXTENSIONS | CALL-OUTS | STRUCTURED ADDRESS/DIRECTI ONS HOURS HEADLINE 3 PHONE NUMBER RELEVANT SITE LINKS
QUALITY SCORE FOCUS QUALITY SCORE ▶ Click-Through Rate ▶ Relevance of Each Keyword to its Ad Group ▶ LP Quality and Relevance. ▶ Ad-Text Relevance ▶ Historical Ads Account Performance
GOOGLE IS ALWAYS CHANGING… Responsive Search Ads What is seen? • 3 Headlines • Two 90 Character Descriptions What needs set up? • 15 Headlines • 4 Descriptions
INSIGHTS FROM 10,000,000 QUERIES Click-Through- Rate
DISTILLED’S VOICE SEARCH STUDY • 50% - Control Actions • Set a reminder, remind me, play <song> • 20% - Informational Repeated Queries • Today’s weather, traffic on commute • 5-10% - Personal Searches • Listen to podcast, news headlines • 20-25% Real Searches • Text snippets, business name/facts, screen present, or unanswerable
CONSIDER THIS… DEALER (BRAND) NEAR ME 35% of organic clicks are happening here 10% of organic clicks are happening here 2,000 IN-MARKET SEARCHES The difference in traffic to your website in this example would be 500 extra people looking for a (BRAND) dealership near them.
SO ARE ALL OF THE DIGITAL ASSETS, LIKE GMB Dealership Name & Review Count/Rating Questions & Answers Popular Times GMB Reviews Competitors Also Searched For Engagement Options Dealership Citations Reviews from Other Directories Hours On the Lot Time Expectations Contact Wait Time Expectations Engagement Options Dealership Posts Dealership Name & Review Count/Rating
THERE IS GREAT POTENTIAL TO INCREASE YOUR VISIBILITY
STARTING WITH REVIEWS Key Stats Review Count Review Rating Average 335 4.4 Median 245 4.4 Top 20% 513 4.6 Bottom 20% 83 4.2 Standard Deviation 337 0.3
… AND PHOTOS
… AND PHOTOS
… AND FAQs
CLICKS ARE JUST CLICKS IF THE CONSUMER ISN’T SHOPPING. Do you have a plan for your website?
DO YOU KNOW HOW YOU COMPARE? Email conversion rates Engagement on vehicle pages Click-through-rates on primary pages (to SRPs and to VDPs) Page Speed Expectations Phone conversion rates Device Conversion mobile/desktop/tablet Total conversion by type of page Paid search versus Organic
STARTING WITH THE HOMEPAGE The purpose & the behavior
NOT SITTING AROUND & WAITING ON HOMEPAGE BANNERS TO LOAD
HOW EFFICIENT ARE YOU IN MAKING IT EASY TO SHOP?
REMEMBER ONE VERY IMPORTANT RULE ON YOUR SITE Every Extra Click Means a Percentage of Your Traffic Leaves
SOME EASY WINS ON THE HOMEPAGE ☛ Is there an inventory search widget installed? ☛ Is the navigation clean and easy to use? ☛ Are buttons leading to SRPs & Schedule Service above the fold? ☛ Are there too many pop-ups installed? ☛ Is it easy to find the phone number and the dealership’s directions in the header? ☛ Play as a User – across all devices!
WHERE ARE MOST OF YOUR SALES LEADS COMING FROM? 61% of email leads happen on SRPs & VDPs 27% of phone calls happen on SRPs & VDPs ☛ With approximately 2/3 of all phone calls being service related, this is a HUGE percentage!
SOME EASY WINS ON YOUR SRPs & VDPs ☛ How easy is it to click through to a VDP? ☛ Do the search filters make sense and are they prioritized based on user behavior? ☛ Mobile click-to-calls on every vehicle! ☛ Don’t overdo the form submissions, 2 or 3 is all you need and want ☛ How well are your merchandising and marketing each vehicle? ☛ Compare your inventory counts to your local competitors ☛ Shop your own site – across all devices!
HOMEPAGE TO SRP CLICK- THRU NEW SRP TO NEW VDP CTR USED SRP TO USED VDP CTR NEW VDP FORM CONVERSION RATE USED VDP FORM CONVERSION RATE NEW VDP VISITED DURING SESSION USED VDP VISITED DURING SESSION Top 20% Dealerships Bottom 20% Dealerships PLANS ARE CREATED AROUND THE LARGEST OPPORTUNITIES PER DEALERSHIP
CONSIDER THIS… You have sitewide email conversion of 0.8% 5,000 people are going to your site each month 40 are submitting email leads 1.6% conversion would double your email leads with just an increase of 0.8% ☛Are you considering how every 0.5%, 1%, 2% increase to various conversion levels on your site would drastically increase your opportunities? Is this part of your
HOW DO YOU MEASURE THE EFFECTIVENESS OF STIMULUS? 4 PRIMARY RULES STIMULUS CONSIDERATIONS DEFINE THE AUDIENCE Demographically, Behaviorally, and Contextually DEFINE THE TARGET MARKET AREA (GEO) Map out a zip code map of your sales and combine with your AOI both with positive penetration and where there is opportunity to improve REACH A primary goal to stimulate interest – reach as many people within your audience and geography as possible for greatest influence FREQUENCY The heavier the frequency, the more times they are seeing you and are influenced to move in-market
With the average person seeing more than 10,000 ads a month and noticing more than 4,500 ads what kind of frequency does your messaging need to have to make an impact? MODERN DAY ADVERTISING
SOME TRADITIONAL/PROGRAMMATIC COMPARISONS Traditiona l Programmati c
TAKEAWAYS SET MARKETING COST PER CAR GOALS UNDERSTAND THE PURPOSE OF EACH CHANNEL INTENT OR STIMULUS? SET SPECIFIC GOALS FOR EACH MARKETING CHANNEL KNOW WHAT THE PRIORITIES ARE WITH YOUR SEO, SEM, SOCIAL, THIRD-PARTY VENDORS LEARN AND UNDERSTAND HOW YOU STACK UP TO THE COMPETITION STIMULATE INTEREST WITH EFFICIENCIES IN MIND GEOGRAPHICALLY, DEMOGRAPHICALLY, AND
QUESTIONS? Dave Spannhake Founder & CEO | Reunion Marketing Chad Graves Co-Founder & VP of Sales | Reunion Marketing

More Related Content

David Kain NCM 20 Group - Marketing Budget Efficiencies as the Economy Begins to Turn

  • 1. MARKETING BUDGET EFFICIENCIES AS THE ECONOMY BEGINS TO TURNDave Spannhake Founder & CEO | Reunion Marketing Chad Graves Co-Founder & VP of Sales | Reunion Marketing
  • 3. … AND THE REUNION TEAM
  • 4. AUTOMOTIVE MARKETING TODAY A Snapshot of the Current Landscape
  • 5. A LOT HAS CHANGED IN JUST A YEAR A Snapshot of the 2016 Landscape
  • 6. ROI MENTALITY Average dealership still spending $629 on marketing per car sold Gross Profit Margin Total Advertising Spend
  • 7. TRADITIONAL VS DIGITAL? Auto Industry Still Lumps Marketing into These Buckets
  • 8. THINK DIFFERENTLY Every channel has a unique purpose.
  • 9. THE MAJORITY OF BUYERS ULTIMATELY END UP ON THE DEALER SITE
  • 10. THE QUESTION TO ASK TO INCREASE SALES: TRAFFIC OR CONVERSION?
  • 11. GOOGLE ANALYTICS Are You Measuring Just Clicks (Traffic) or How Users are Shopping (Conversion)?
  • 13. LET’S START WITH INCREASING TRAFFIC What and How People are Shopping is Known Today… Be found where demand exists.
  • 14. IT STARTS WITH UNDERSTANDING CONSUMERS’ WANTS Do You Know What Your Shoppers Want?
  • 15. YOUR MARKET’S SEARCH DEMAND Do You Know What Your Shoppers Want?
  • 16. CONSIDER THIS EQUATION… SEARCH VOLUME x WINNABILITY x CONVERSION = SUCCESS
  • 17. DOES YOUR WEBSITE EXPERIENCE MATCH CONSUMER EXPECTATIONS? You Won’t Show up in Searches if You Aren’t Marrying Intent
  • 18. HOW DO YOU SHOW UP IN SEARCH? YOUR “RIGHT TO WIN” SERPS
  • 19. HOW DO YOU SHOW UP IN SEARCH? YOUR “RIGHT TO WIN” SERPS
  • 20. HOW DO YOU SHOW UP IN SEARCH? NOT ALL SERPS ARE CREATED EQUAL
  • 21. KEYWORD TRACKING ISN’T DEAD Just Be Sure You are Prioritizing Based on “Winnability ” & Intent
  • 22. WHO ARE THE “REAL” COMPETITORS?
  • 23. MAKE SURE YOUR ADS ARE STANDING OUT! HEADLINE 1 HEADLINE 2 URL WITH CUSTOM PATH TWO 90 CHARACTER DESCRIPTIONS OR USE ADDITIONAL OPTIONS LIKE PRICE EXTENSIONS | CALL-OUTS | STRUCTURED ADDRESS/DIRECTI ONS HOURS HEADLINE 3 PHONE NUMBER RELEVANT SITE LINKS
  • 24. QUALITY SCORE FOCUS QUALITY SCORE ▶ Click-Through Rate ▶ Relevance of Each Keyword to its Ad Group ▶ LP Quality and Relevance. ▶ Ad-Text Relevance ▶ Historical Ads Account Performance
  • 25. GOOGLE IS ALWAYS CHANGING… Responsive Search Ads What is seen? • 3 Headlines • Two 90 Character Descriptions What needs set up? • 15 Headlines • 4 Descriptions
  • 27. DISTILLED’S VOICE SEARCH STUDY • 50% - Control Actions • Set a reminder, remind me, play <song> • 20% - Informational Repeated Queries • Today’s weather, traffic on commute • 5-10% - Personal Searches • Listen to podcast, news headlines • 20-25% Real Searches • Text snippets, business name/facts, screen present, or unanswerable
  • 28. CONSIDER THIS… DEALER (BRAND) NEAR ME 35% of organic clicks are happening here 10% of organic clicks are happening here 2,000 IN-MARKET SEARCHES The difference in traffic to your website in this example would be 500 extra people looking for a (BRAND) dealership near them.
  • 29. SO ARE ALL OF THE DIGITAL ASSETS, LIKE GMB Dealership Name & Review Count/Rating Questions & Answers Popular Times GMB Reviews Competitors Also Searched For Engagement Options Dealership Citations Reviews from Other Directories Hours On the Lot Time Expectations Contact Wait Time Expectations Engagement Options Dealership Posts Dealership Name & Review Count/Rating
  • 30. THERE IS GREAT POTENTIAL TO INCREASE YOUR VISIBILITY
  • 31. STARTING WITH REVIEWS Key Stats Review Count Review Rating Average 335 4.4 Median 245 4.4 Top 20% 513 4.6 Bottom 20% 83 4.2 Standard Deviation 337 0.3
  • 35. CLICKS ARE JUST CLICKS IF THE CONSUMER ISN’T SHOPPING. Do you have a plan for your website?
  • 36. DO YOU KNOW HOW YOU COMPARE? Email conversion rates Engagement on vehicle pages Click-through-rates on primary pages (to SRPs and to VDPs) Page Speed Expectations Phone conversion rates Device Conversion mobile/desktop/tablet Total conversion by type of page Paid search versus Organic
  • 37. STARTING WITH THE HOMEPAGE The purpose & the behavior
  • 38. NOT SITTING AROUND & WAITING ON HOMEPAGE BANNERS TO LOAD
  • 39. HOW EFFICIENT ARE YOU IN MAKING IT EASY TO SHOP?
  • 40. REMEMBER ONE VERY IMPORTANT RULE ON YOUR SITE Every Extra Click Means a Percentage of Your Traffic Leaves
  • 41. SOME EASY WINS ON THE HOMEPAGE ☛ Is there an inventory search widget installed? ☛ Is the navigation clean and easy to use? ☛ Are buttons leading to SRPs & Schedule Service above the fold? ☛ Are there too many pop-ups installed? ☛ Is it easy to find the phone number and the dealership’s directions in the header? ☛ Play as a User – across all devices!
  • 42. WHERE ARE MOST OF YOUR SALES LEADS COMING FROM? 61% of email leads happen on SRPs & VDPs 27% of phone calls happen on SRPs & VDPs ☛ With approximately 2/3 of all phone calls being service related, this is a HUGE percentage!
  • 43. SOME EASY WINS ON YOUR SRPs & VDPs ☛ How easy is it to click through to a VDP? ☛ Do the search filters make sense and are they prioritized based on user behavior? ☛ Mobile click-to-calls on every vehicle! ☛ Don’t overdo the form submissions, 2 or 3 is all you need and want ☛ How well are your merchandising and marketing each vehicle? ☛ Compare your inventory counts to your local competitors ☛ Shop your own site – across all devices!
  • 44. HOMEPAGE TO SRP CLICK- THRU NEW SRP TO NEW VDP CTR USED SRP TO USED VDP CTR NEW VDP FORM CONVERSION RATE USED VDP FORM CONVERSION RATE NEW VDP VISITED DURING SESSION USED VDP VISITED DURING SESSION Top 20% Dealerships Bottom 20% Dealerships PLANS ARE CREATED AROUND THE LARGEST OPPORTUNITIES PER DEALERSHIP
  • 45. CONSIDER THIS… You have sitewide email conversion of 0.8% 5,000 people are going to your site each month 40 are submitting email leads 1.6% conversion would double your email leads with just an increase of 0.8% ☛Are you considering how every 0.5%, 1%, 2% increase to various conversion levels on your site would drastically increase your opportunities? Is this part of your
  • 46. HOW DO YOU MEASURE THE EFFECTIVENESS OF STIMULUS? 4 PRIMARY RULES STIMULUS CONSIDERATIONS DEFINE THE AUDIENCE Demographically, Behaviorally, and Contextually DEFINE THE TARGET MARKET AREA (GEO) Map out a zip code map of your sales and combine with your AOI both with positive penetration and where there is opportunity to improve REACH A primary goal to stimulate interest – reach as many people within your audience and geography as possible for greatest influence FREQUENCY The heavier the frequency, the more times they are seeing you and are influenced to move in-market
  • 47. With the average person seeing more than 10,000 ads a month and noticing more than 4,500 ads what kind of frequency does your messaging need to have to make an impact? MODERN DAY ADVERTISING
  • 49. TAKEAWAYS SET MARKETING COST PER CAR GOALS UNDERSTAND THE PURPOSE OF EACH CHANNEL INTENT OR STIMULUS? SET SPECIFIC GOALS FOR EACH MARKETING CHANNEL KNOW WHAT THE PRIORITIES ARE WITH YOUR SEO, SEM, SOCIAL, THIRD-PARTY VENDORS LEARN AND UNDERSTAND HOW YOU STACK UP TO THE COMPETITION STIMULATE INTEREST WITH EFFICIENCIES IN MIND GEOGRAPHICALLY, DEMOGRAPHICALLY, AND
  • 50. QUESTIONS? Dave Spannhake Founder & CEO | Reunion Marketing Chad Graves Co-Founder & VP of Sales | Reunion Marketing