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How to maximize Inventory Conversion from Search
to Showroom.Jeremy Anspach
Page 41
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Searchto
SHOWROOMPresented by: Jeremy AnspachCEO / Co-Founder of PureCars
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/ Passionate about the car business since age 3/ Twin boys Noah and Eli in training/ Live in Charleston, SC
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PureCars Mission:To provide more relevant information to improve the car buying experience.
Founded PureCars in 2007
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/ INC. 5000 Ranked #141
/ Fastest-Growing Automotive Company in the Country
/ Featured Cover Story in Digital Dealer
/ Google Partner that is Philosophically Aligned
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It is now a digital world…
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24Sources
1.4Visits 11
HOURS
97%
Compared to 18 from ZMOT 2012
Spent online shopping for a pre-owned vehicle
To the dealership prior to purchase, compared to 4.5 visits in 2007
Consumers shopping online prior to purchase
Consumer Behavior
has Changed.
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Adults 18+ Media Consumption
Internet
TV
Radio
Traditional Media
39.8%
36.5%
13.2%
5.4%
2012 Ad Spending Share of US Automobile
Dealerships, 2012
Consumer behavior Dealer behavior / 2012
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Adults 18+ Media Consumption
Internet
TV
Radio
Traditional Media
39.8%
39.5%
13.2%
5.4%
2012 Ad Spending Share of US Automobile
Dealerships, 2012
Consumer behavior Dealer behavior / 2013
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80%Digital Allocation by 2018
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Search is part of our lives.
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It’s not rocket science.
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Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
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Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
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Google Dominates
with 69% Market Share
17% - Bing
10% - Yahoo
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Why?
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Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
Advertising Platform
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Google AdWordsVertical Agnostic
Campaigns (new, used, service, etc.)
Ad Groups (model)
Ads
Keywords
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Rank#1_____________
#2_____________
#3_____________
#4_____________
#5_____________
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Rank = bid x GQS
It’s not just about the bid.BID X GQS = HIGHER RANK
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NEW
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USED
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Right Approach?
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What do you wantto market?
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Whole lot?
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Photos & Price
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Photos & PricePriced Below Market
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IN DEMAND
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$$$$$$$Ideal to MarketSales Efficiency, Margin,
Etc.
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WHERE do you wantto market?
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Right Approach?
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Sold Data
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Market DataPump In / OutSales Efficiency
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CRM Data4 leads = 1 sale
25 leads = 1 sale
10 leads = 1 sale
Selling Opportunity Estimation….A little math
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WHO do you market to?
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Right Approach?
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Research
“Best gas mileage…”
“Best truck under $50,000…”
“Reviews…”
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BROWSING
“Best Honda accord price…”
“Honda accords for sale…”
"Reviews..."
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BUYING
“Black Honda Accord with Leather…”
“Used White Chevy Truck 4x4…”
“Black Honda accord for
sale…”
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Desktop vs. Mobile
47% of all automotive search queries come from mobile
Source: Google Internal Data.
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Mobile Search is Critical During the Shopping Process
Source: Google/Compete/Polk, Auto Buy Flow Study, June 2012
44% Use their device for price comparison on
the dealer lot.32% Use their
smartphones to find a dealership.
36% Use mobile for
contacting dealerships.
46% Check inventory
in stock.
48%Looked up dealer
information.
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$$$$$$$$$
BUYINGBrowsingResearch
$$$$$$$$$
Probability of a Sale
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$$$$$$$$$
MobileTabletDesktop
$$$$$$$$$
Probability of a Sale
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HOW do you market?
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HOW do you market?
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3D Targeting
color trim certified
YMMTpaymen
tmobile
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Shopper’s Request
Used BlueUnder $20,00
0Camry
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Shoppers Request
Used BlueUnder $20,00
0Camry
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Used BlueUnder $20,00
0Camry
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Used BlueUnder $20,00
0Camry
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Shoppers Request
White ChevyLow
MilesTruck
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Shoppers Request
White Chevy Low MilesTruck
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White Chevy Low MilesTruck
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Shoppers Request
White Chevy Low MilesTruck
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Shoppers Request
Toyota SUVPrice/
Payment
Deals
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Shoppers Request
Toyota SUVPrice/
Payment
Deals
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Toyota SUVPrice/
Payment
Deals
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Shoppers Request
Toyota SUVPrice/
Payment
Deals
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Mobile SEM
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Resu
lts
Relevance
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How SHOULD it be?
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Searching for… Used Chevy Tahoe LTZ
Make? Trim?
Make? Model?
Trim?
Car? Make?
Model? Trim?
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Searching for a Used BMW X5 with Third Row Seat
Options?
Trim? Options?
Options?
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Searching for a New Chevy SUV
Options?
Trim? Options?
Options?
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Land them on a Relevant Device Optimized Page
Options?
Trim? Options?
Options?
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How do I track ROI?
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ROIIMPRESSIONS
CLICKS CONVERSIONS (Relevant Page)
Phone Web
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ImpressionsImpressions
Inventory / Keyword Buy
Search Demand
Budget Geo
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Impression ShareImpression Share
Budget
Geo
Demand
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ClicksClicks
Ad Messaging
Dealer Brand Equity
Rank Freq.
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Quality ScoreRelevant Ad
Relevant Landing Page
Good CTR
Higher Rank Lower Cost
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ConversionsFunnel of Keyword Buy
Landing Page Relevancy
Merchandising
Photos $$ Recon
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KPI NoiseLeads only come from 1% of web shoppers.
Photos
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Display ads further sweeten the pot
Note: among respondents who recalled all 15 brands tested without being provided a list of the 15 brandsSource: iProspect, “Real Branding Implications of Digital Media – an SEM, SEO and Online Display Advertising Study” conducted by comScore Inc., Nov 2, 2010.
organic search listing
paidsearch listing
4%increase in likelihood to purchase
6%increase in unaided brand recall
online display
ad300 x 250
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Paid search reaches people you wouldn’t reach organically
Source: Incremental Clicks Impact of Search Advertising, Google, July 2011: http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html
Paid
Organic
Organic clicks rise, but only slightly
Not enough to recover the lost paid clicks
Organic
88% of clicks are lost on average for automotive advertisers
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Paid and organic search better together
Note: among respondents who recalled all 15 brands tested without being provided a list of the 15 brandsSource: iProspect, “Real Branding Implications of Digital Media – an SEM, SEO and Online Display Advertising Study” conducted by comScore Inc., Nov 2, 2010.
paid search listing
organicsearch listing
16%increase in likelihood to purchase
6%increase in unaided brand recall
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Retargeting Synergy
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Retargeting
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2. Adobe CMO.com
Dynamic Display Ads& Dynamic Headlines
VDP Matching
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How much should I spend?
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Probability
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Probability
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ProbabilitySource Leads Spend CPL Sales CPS
Direct Mail 57 $48,900.00 $857.89 4 $12,225.00SEM 414 $13,800.00 $33.33 87 $158.62
Source Leads Spend CPL Sales CPSDirect Mail 88 $36,800.00 $418.18 3 $12,266.67
SEM 930 $47,200.00 $50.75 145 $325.52
Source Leads Spend CPL Sales CPSDirect Mail 10 $15,000.00 $1,500.00 1 $15,000.00
SEM 603 $29,500.00 $48.92 88 $335.23
Source Leads Spend CPL Sales CPSDirect Mail 45 $36,800.00 $817.78 6 $6,133.33
SEM 611 $28,400.00 $46.48 129 $220.16
Store A
Store D
*Note, SEM sales are a combination of website forms and calls generated.
Store C
Store B
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How much should I spend?
Fixed Budget?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
Competitor Wins. Web
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How much should I spend?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
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How much should I spend?
Fixed Budget?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
Competitor Wins. Web
![Page 90: Jeremy Anspach: How to Maximize Inventory Conversion from Search to Showroom](https://reader037.vdocuments.net/reader037/viewer/2022102717/5565472cd8b42ad7648b51c6/html5/thumbnails/90.jpg)
Implementation OptionsD.I.Y
Agency Tech Platform (Automated)
Agency Integration
Who, What, Where, Why?
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Questions?
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