brian pasch - kain automotive conference 2013

OPTIMIZING YOUR DIGITAL MARKETING

PORTFOLIOWhat To Spend and Where To Spend It To Sell Cars With Greater Velocity!

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Let’s Connect Online

Facebook: https://www.facebook.com/brianpasch

Twitter: @AutomotiveSEO

LinkedIn: www.linkedin.com/in/brianpasch

Brian Pasch, CEOPCG Companiesbrian@pcgmailer.com

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SEM

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SEO

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VIDEOSEO

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IRM

3 “Review” Sites on Google Page 1

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DISPLAYADS

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RETARGETING

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PROMOTEDVIDEO

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VIDEOPRE-ROLL

Ability The Skip

30 sec BEFORE Video

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Video Pre-Roll Advertising

Sam Swope Honda World: Maximized reach through video remarketing & interest targeting.

Results of Video Pre-Roll: 74,765 Impressions 12,904 Views 8,426 Unique Views $0.11 Avg. CPV 764 Clicks

Budget: $1,362.94 Timing: Feb 1 - 28$1.78 Cost Per Click

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Facebook Sidebar Ads

Multiple Targeting

Options inside Facebook

Retargeting Outside of Facebook

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Facebook News Feed Ads

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Facebook News Feed Ads

Look at the Screen Space Taken Up

By The Facebook Ads!

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Comparing Adwords To Facebook Advertising

• Keyword Targeting• Intent Targeting• Retargeting• Video Pre-Roll

Other Factors• Location based on IP• Crowded Marketplace

• Demographic Targeting• Relationship Targeting• Car Ownership Targeting• Buying Intent Targeting• Credit Card Targeting• Retargeting*Other Factors• Targeting based on zip• Not dealer “crowded”

Adwords Facebook

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Pandora Mobile Display Ads

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Promoted Tweets

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How Should I Prioritize All The Opportunities?

We pick the ones that accelerate car sales at the lowest cost!

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INVENTORY MODEL INFO REVIEWS LOCATE DEALER

42%

32%

22%

13%

Search inventory most-used 3rd party tool.source: Google/Compete “2011 Auto Shopper Behavior Study”

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3 Paths To Your Website• Direct (Hard To Measure w/o Software)

• Direct Mail, Traditional Media• Referral (Paid & Unpaid)

– Adwords– Social Media– Third Party Classifieds (Cars.com, Autotrader,...)

– Blogs, OEM, Google+

• Organic (SEO)

– Google Hiding Keyword Data

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Tracking Digital Conversions & Attribution

• Traditional Sales Attribution Model:– Website Lead Forms– Third Party Leads– Phone Calls (tracking numbers?)– Chat Sessions– Showroom Visits

• OEM, Newspaper, Radio, TV, Referral, Online

Tracking Lead Sources Is A Requirement For Measuring ROI!

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Cost Per Lead vs. Cost Per Sale?

Process

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Consumer Prefer Stealth in US

70%

30%

Sales

Walkin Leads/Appts

CALLS, CHATS, LEADS

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Phone Calls Outpace Lead Forms in USA

• Phone calls outnumber lead forms in the US by a factor of 3 to 1

• Mobile traffic has accelerated phone call leads in the US.

• Dynamic phone tracking is now a requirement for accurate measurement of marketing investments.

Phone processes are the #1 profit leak(call David for assistance…)

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Digital Lead ConversionsGoogle Adwords Conversion on Lead Forms

Click

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Digital Phone Conversions

• Dynamic Phone Numbers Change:– based on referral traffic– based on keywords used in organic search

• Track calls and form leads to get true picture!

• If you look at cost per lead, and not track calls, you will be missing valuable data for ROI!

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888-333-1234

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Conversion Tracking & ROI

• If you are not tracking leads and calls you can not maximize your marketing investments.

• If you don’t have strong processes to follow leads and calls you will never have an accurate cost per sale.

• Dealers who have made a commitment to both tracking and process lead their market!

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MONTHLY TRACKINGS

SOURCE CALLS LEAD FORMS CONTACTS APPOINTMENTS SHOWS SOLD % SOLD

WEBSITE

AUTOTRADER

CARS.COM

ADWORDS

CRAIGSLIST

CHAT

PHONE

FORD DIRECT LEADS

SHOWROOM VISITS

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Back To The Online Shoppers

70%

30%

Sales

Walkin Leads/Appts

Your Entire Marketing Budget Needs ROI Metrics!

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Tracking The Stealth Shopper

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Dealers Need To Be VDP Factories

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Dealers Need To Be VDP Factories

• First, you must understand why all new and used cars should have their own Vehicle Detail Page.

• A great VDP has at least 20+ photos, a video, pricing, and a customized description of the vehicle.

• Then we need to measure the marketing investments we are making and the VDP traffic that they generate.

• We will define a “shopper” as someone who visits at least one VDP.

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Two New Terms

Cost per Shopper (CPS)

Cost per VDP View (CVV)

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Adwords using Cost per VDP View

Range: $2.62 - $75.45

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Budget for Next Year

Budgeting Spreadsheet Provided

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Where Is Your Home Base?

• Your website is your virtual showroom so treat it with the same passion you have for:

• Aligning cars on the lot

• Making sure the coffee area is clean

• Making sure that cars are polished in the showroom

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OEM Mandated Website

Does This Convert Well?

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Customized Website

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The First Dollars You Should Spend

• Website and VDP Optimization

• Custom Photos on NEW and USED cars in stock

• Custom Descriptions on NEW and USED cars in stock

• Accurate pricing based on equipment on car

• VDP Enhancement Tools

• Make those VDP’s shine if your website provider has limited creative elements on your VDP’s

• Vehicle Market Pricing Tools

• vAuto, FirstLook, etc.

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The First Dollars You Should Spend

• VDP tracking

• Tools to help track:• VDP view trends• Cost per VDP View (CVV)• Cost per Shopper (CPS)• VDP Views per vehicle

• Google Analytics is Free

• Management Dashboards Make It Easier.

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The First Dollars You Should Spend

• Heat Mapping Tools

• Where are visitors clicking?

• How can I increase inventory VDP views?

• How can I reduce home page bounce rates?

• What are mobile visitors clicking first?

• Are consumers watching our videos?

• Visit CrazyEgg.com or Google Analytics

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The First Dollars You Should Spend

• Dynamic Phone Tracking & Form Conversion Tracking

• Phone numbers based on Adwords keywords

• Phone numbers based on Referral Source

• Phone numbers based on organic search keywords

• Dynamic Phone numbers for Mobile Shoppers

• What are mobile callers most interested in?

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The First Dollars You Should Spend

• 24x7 Managed Chat

• Give consumers a choice in how they want to respond

• Even if you personally are not a chatter, test chat services on your website.

• Chat leads are equal in quality or higher than lead form submissions.

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The First Dollars You Should Spend

• Stop the Profit Leaks on Phone Calls

• Invest in a backstop while improving phone training & processes

• Don’t let an opportunity missed result in a lost sale or decreased CSI.

• All you marketing dollars are impacted by phone process.

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The First Dollars You Should Spend

• Equity Mining Software

• Highest Gross

• Increases CSI

• Turn Your Service Drive into a Sales Channel

• Great context for sales call

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The First Dollars You Should Spend

• Content Development

• 5 new pages every month of relevant content to engage local shoppers

• Video Production

• 5 new videos every month to enhance website pages or to appear in organic search

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The First Dollars You Should Spend

• Direct Mail

• Scheduled Mail programs like birthday reminders

• Lease retention

• Special Events

• OEM Programs

• Conquest Campaigns

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Second Tier Investments• Directing Car Shoppers To Your Website

• Google SEM (< $4.00 Cost per Shopper)

• Video Pre-Roll (< $4.00 Cost per Shopper)

• Google Display Network (Landing Page & Banner Key)

• Retargeting with Banners

• Retargeting with Video Pre-Roll

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Second Tier Investments• LotLinx (< $4.00 Cost per Shopper)

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Second Tier Investments• Third Party Classifieds

• Cars.com, Autotrader.com, KBB.com, Edmunds.com

• Reputation Management

• Investments are best done internally with costs associated with merchandising, mailing, etc.

• Social and SEO

• These two investments go hand in hand to increase organic traffic and build your local engagement

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Third Tier InvestmentsFacebook Advertising

AdRoll found that FBX News Feed ads:

• had a 21 times higher CTR over web retargeting

• had a 49 times greater CTR over the Facebook sidebar FBX ads

• had a 79 percent lower CPC than web retargeting

• had a 54 percent lower CPC than the sidebar

• had a 77 percent lower cost-per-action than web retargeted ads

• had a 45 percent lower cost-per-action than Facebook’s sidebar

• raised total clicks from FBX advertising by 62 percent

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Third Tier Investments

Video SEO

I would put Video SEO In Tier Two but so many dealers don’t get the importance of online video marketing.

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Experimental Investments

• Twitter Promoted Tweets

• Instagram Advertising

• Foursquare Advertising

• Pandora Digital Radio

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Customize Your Budgeting Spreadsheet

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• Are you committed to being #1 in your market?

• Are you willing to maximize your marketing investments?

• Will you measure marketing dollars differently in 2014?

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Let’s Connect Online

Facebook: https://www.facebook.com/brianpasch

Twitter: @AutomotiveSEO

LinkedIn: www.linkedin.com/in/brianpasch

Brian Pasch, CEOPCG Companiesbrian@pcgmailer.com