CONNECT WITH
YOUR AUDIENCE
ALONG THE AUTO
BUYING JOURNEY
As told by: Ivy Esquero / Haider Rafique
TRANSFORMING FROM THE TRADITIONAL
SALES FUNNEL…
AWARENESS01
CONSIDERATION02
PREFERENCE03
ACTION04
LOYALTY05
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
…TO A CONSUMER-CENTRIC JOURNEY
…with digital playing a critical role at each stage
01OPEN TO
POSSIBILITY
02DECISION TO
CHANGE
03
EVALUATING
04
SHOPPING
05
EXPERIENCING
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
CLARITY
CONFUSION UNCERTAINTY
CONFIDENCE
A subconscious
idea about cars
An event or shift
that prompts action
Establishing facts,
setting boundaries
Focusing on
“the one”
100% preparation,
0% perspiration
Oh, what a relief!Initial
investigations
OPEN TO
POSSIBILITY
Current state
DECISION TO
CHANGE
Motivation
EVALUATING
Worldview
SHOPPING
The Terrain The Car The Deal Ownership
EXPERIENCING
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
01 02 03 04 05
Spark interest, fuel
ideas, ignite desire
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
OPEN TO POSSIBILITY:
CURRENT STATE
0201 03 04 05
Stay top of mind
when life happens
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
DECISION TO CHANGE:
MOTIVATION
03EVALUATING: WORLDVIEW01 04 0502
Direct consumers to
the right path
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
EVALUATING: WORLDVIEWClarity on financing is needed early on
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
48%
40%
33%
Finance or expense issues
Unsure of need/considering used
Couldn't find the right car
04SHOPPING: THE TERRAIN01 0502 03
Communicate fit and link
to trusted sources
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
EVALUATING: WORLDVIEWConfidence in the right car is needed
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
40%
38%
36%
Couldn't find the right car
Finance or expense issues
Unsure of need/considering used
0401 0502 03
Arm them with
information and inspire
confidence
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
SHOPPING: THE CAR &
THE DEAL
EVALUATING: WORLDVIEWOne nice dealer….and everyone else
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
81% 42%
Dealer I bought from Other dealers I encountered
0501 02 03 04
Link validation and
advocacy
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
EXPERIENCING: OWNERSHIP
EVALUATING: WORLDVIEWValidation is more likely than advocacy
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
56%
29%
Validation Advocacy
FINDING YOUR
NEXT CUSTOMER
WITH SEARCH
ADVERTISING
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Search advertising has a significant place in the auto buying journey
CURRENT
STATE
MOTIVATION
QUESTION
WHAT’S OUT
THERE – AND
WHAT’S NEW
ROLES
INVESTIGATION
& ENRICHMENT
WORLDVIEW
QUESTION
WHICH OF THSE
BRANDS/
MODELS WILL
REALLY FIT ME?
ROLES
INVESTIGATION
& ENRICHMENT
ELIMINATE
QUESTION
WHICH OF THE
BRANDS THAT
FIT ME SHOULD I
PICK?
ROLES
INVESTIGATION
& ENRICHMENT
COMPARE
QUESTION
WHERE CAN I
GET THE BEST
DEAL ON THE
CAR I WANT?
ROLES
ENRICHMENT
& DISCOVERY
HUNT &
DEAL
01 02 03 04 04 04
51% 53%
48%
37%
QUESTION
HOW DO I GET
THE MOST OUT
OF MY NEW CAR
[& ENSURE IT
WAS THE RIGHT
DECISION]
ROLES
ENRICHMENT
& DISCOVERY
OWNERSHIP
05
39%
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Consumers are spending 5+ hours each day accessing the internet
across a variety of device – at home, at work or on-the-go.
MobileAverage of 59.4 minutes
per day spent on mobile
(data subscribers)1
917M predicted
smartphone sales in 20132
TabletAverage of 20 minutes
per day spent on tablets1
172M predicted tablet
sales in 20132
PCAverage of 321.6 minutes
per day spent on both
laptops and PC1
148M predicted desktop
PC sales in 20132
Console40.1M predicted Internet
enabled video game
console sales in 20133
1. Nielsen, “The Cross Platform Report”, Q3 2012—US 2. eMarketer Global Statistics, Smart Connected Device Shipments Worldwide, International Data Corporation (IDC), "Worldwide Quarterly Smart Connected Device
Tracker“, Dec 2012; Global Data 3. Informa Telecoms and Media, “The Future of TV: Strategies for becoming connected, social and in the cloud”, March 29, 2012
Haider Rafique, Vertical Manager, Bing Ads
Device targeting capabilities
Target devices and operating systems allows optimization of ad creative, landing experience and bids for different devices
Serve ads to users based on device or OS
Utilize device optimized campaigns anddrive higher ROI
Haider Rafique, Vertical Manager, Bing Ads
Target ads appear when
consumers are searching
around a specific
geographic area
Local ads can be targeted within a
5-to-100 mile radius – or a zip
code, address, DMA
Enables advertiser to connect with
customers and drive foot traffic
Available on PC and mobile
Further refining Radius Targeting
Location targeting with search query intent
Haider Rafique, Vertical Manager, Bing Ads
Source: Yahoo Bing Network internal data, 2013
1 out of 10Auto queries on the Yahoo Bing Network comes from mobile
Haider Rafique, Vertical Manager, Bing Ads
Auto queries on mobile drive better engagement
Click-Through-Rate (CTR)
PC 1.29%
Mobile 1.39%
Haider Rafique, Vertical Manager, Bing Ads
With device targeting, we enable advertiser control… and results
PC Delivered Mobile Delivered Tablet Delivered
Mobile Mobile +Tablet
Mobile + PC + Tablet
Mobile +PC
Tablet PC +Tablet
Mobile +Tablet
Mobile +PC +Tablet
PC PC +Tablet
Mobile +PC +Tablet
Mobile +PC
1.54%
1.50%
1.01%
0.34%
3.57%
3.3%
2.86%
1.53%
2.96%
2.48%
1.83%
1.11%
Haider Rafique, Vertical Manager, Bing Ads
Growth in mobile Auto searches
Growth in Auto advertiser mobile search ads spend
Source: Yahoo Bing Network internal data 2013
95%
112%
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Location Extensions drive visits to your dealership
Mobile users are more likely to be searching for
a dealer location on their mobile device, rather
than on desktop or a tablet
Leverage local features such as Store Locator,
Click-to-Call and Click-to-Direction
Drive improved conversion rate from mobile
store locator to in-store visits
Haider Rafique, Vertical Manager, Bing Ads
Sitelink Extensions gives your ad increased clicks and more dynamic offerings
For mobile consumers, it is all about taking
immediate actions in real-time and on-the-
go. Guide consumers onto your ideal
conversion path with Sitelink Extensions.
Our auto advertisers experienced a 12%
increase in click-through-rate with
increased conversions
Shorten the conversion funnel and
improve profitability
Display up to four Sitelinks to your mobile
search ads on smartphones
Locate DetailsSave JoinOffers
Haider Rafique, Vertical Manager, Bing Ads
Source: Yahoo Bing Network internal data 2013
Accelerating dealer contact with seamless Click-to-Call integration
Haider Rafique, Vertical Manager, Bing Ads
Getting your ads seen
Source: Microsoft internal research, 2013
Price, make and modeltends to drive better ad performance
Highlighting the Official Website may help your ads get additional clicks
Sitelink Extensions had a much higher impact on ad quality than any other ad copy variables
Haider Rafique, Vertical Manager, Bing Ads
with tips for ad copy success
Innovative ad formats to help you drive toward new possibilities
Windows 8.1 Smart Search Integrated with Bing Ads
Web previews provide useful information for consumers
and branding benefits for advertisers
• Web previews are auto-generated by Bing Ads from a destination or display URL and
refreshed periodically
• Plans for advertiser controls for web previews under discussion
Same Ad Creatives as Bing Ads• Same ad title and ad copy as the search ad campaigns running across Yahoo Bing Network
Bing Ads extensions supported & highly recommended• Bing Ads extensions are supported for search charm including Sitelinks at launch, Location
Extensions and Call Extensions shortly after
• Use of Ad Axtensions improves ad experience and probability for ad selection
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Define your digital advertising strategy
Focus on delighting potential customers along their auto buying journey
Update your website and build a mobile site
Optimize for conversions
Invest in search advertising on all search platforms
Reach consumers ready to buy
Create device-specific search campaigns
Optimize performance with smartphone search campaigns
Leverage marquee search ad formats to drive conversions
Benchmark against the competition
Test your ad copy
Use our research as a guide for kicking off testing
Find a digital marketing agency to help
Outsourcing is sometimes an investment worth making
Auto dealer advertising checklist
Haider Rafique, Vertical Manager, Bing Ads
Haider Rafique, Vertical Manager, Bing Ads
HOW
MICROSOFT
ADVERTISING
CAN HELP
Opportunities across
the journey
Haider Rafique, Vertical Manager, Bing Ads
Current state Motivation The Terrain The Car The Deal OwnershipWorldview
OPEN TO POSSIBILITY DECISION TO CHANGE SHOPPING EXPERIENCINGEVALUATING
Search advertising
Search advertising has a significant role in the auto buying journey
Import you ads directly from Google AdWords using Import Campaigns
Engage with us today!
Haider Rafique: [email protected]
Tracy Northcutt: [email protected]
Bing Ads Support: 1.877.635.3561
#DD15
@bingads
www.community.bingads.microsoft.com
Haider Rafique, Vertical Manager, Bing Ads