brian pasch - kain automotive conference 2013
Post on 11-Sep-2014
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Brian Pasch's presentation at the 2013 Kain Automotive Workshop in Lexington Kentucky Nov 2013. For more information about the services PCG offers, visit: http://www.pcgdigitalmarketing.comTRANSCRIPT
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 [email protected]
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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 [email protected]