purecars mission: to provide more relevant information
DESCRIPTION
Founded PureCars in 2007. PureCars Mission: To provide more relevant information to improve the c ar buying experience. / INC. 5000 Ranked #141 / Fastest-Growing A utomotive C ompany in the Country / Featured Cover S tory in Digital Dealer - PowerPoint PPT PresentationTRANSCRIPT
Don Mullen | PureCars | Regional Sales Director | [email protected]
PureCars Mission:To provide more relevant information to improve the car buying experience.
Founded PureCars in 2007
Don Mullen | PureCars | Regional Sales Director | [email protected]
/ INC. 5000 Ranked #141
/ Fastest-Growing Automotive Company in the Country
/ Featured Cover Story in Digital Dealer
/ Google Partner that is Philosophically Aligned
Don Mullen | PureCars | Regional Sales Director | [email protected]
It is now a digital world…
Don Mullen | PureCars | Regional Sales Director | [email protected]
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.
Don Mullen | PureCars | Regional Sales Director | [email protected]
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
Don Mullen | PureCars | Regional Sales Director | [email protected]
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
Don Mullen | PureCars | Regional Sales Director | [email protected]
80%Digital Allocation by 2018
Don Mullen | PureCars | Regional Sales Director | [email protected]
Search is part of our lives.
Don Mullen | PureCars | Regional Sales Director | [email protected]
It’s not rocket science.
Don Mullen | PureCars | Regional Sales Director | [email protected]
Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
Don Mullen | PureCars | Regional Sales Director | [email protected]
Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
Don Mullen | PureCars | Regional Sales Director | [email protected]
Google Dominateswith 69% Market Share
17% - Bing
10% - Yahoo
Don Mullen | PureCars | Regional Sales Director | [email protected]
Why?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Don Mullen | PureCars | Regional Sales Director | [email protected]
Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
Advertising Platform
Don Mullen | PureCars | Regional Sales Director | [email protected]
Google AdWordsVertical Agnostic
Campaigns (new, used, service, etc.)
Ad Groups (model)
Ads
Keywords
Don Mullen | PureCars | Regional Sales Director | [email protected]
Rank#1_____________
#2_____________
#3_____________
#4_____________
#5_____________
Don Mullen | PureCars | Regional Sales Director | [email protected]
Rank = bid x GQS
It’s not just about the bid.BID X GQS = HIGHER RANK
Don Mullen | PureCars | Regional Sales Director | [email protected]
NEW
Don Mullen | PureCars | Regional Sales Director | [email protected]
USED
Don Mullen | PureCars | Regional Sales Director | [email protected]
Right Approach?
Don Mullen | PureCars | Regional Sales Director | [email protected]
What do you wantto market?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Whole lot?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Photos & Price
Don Mullen | PureCars | Regional Sales Director | [email protected]
Photos & PricePriced Below Market
Don Mullen | PureCars | Regional Sales Director | [email protected]
IN DEMAND
Don Mullen | PureCars | Regional Sales Director | [email protected]
$$$$$$$ Ideal to MarketSales Efficiency, Margin,
Etc.
Don Mullen | PureCars | Regional Sales Director | [email protected]
WHERE do you wantto market?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Don Mullen | PureCars | Regional Sales Director | [email protected]
Right Approach?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Sold Data
Don Mullen | PureCars | Regional Sales Director | [email protected]
Market DataPump In / OutSales Efficiency
Don Mullen | PureCars | Regional Sales Director | [email protected]
CRM Data4 leads = 1 sale
25 leads = 1 sale
10 leads = 1 sale
Selling Opportunity Estimation….A little math
Don Mullen | PureCars | Regional Sales Director | [email protected]
WHO do you market to?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Don Mullen | PureCars | Regional Sales Director | [email protected]
Right Approach?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Research
“Reviews…”
“Best gas mileage…”
“Best truck under $50,000…”
Don Mullen | PureCars | Regional Sales Director | [email protected]
BROWSING
“Honda accord deals…”
“Best Honda accord price…”
“Honda accords for sale…”
Don Mullen | PureCars | Regional Sales Director | [email protected]
BUYING
“Black Honda accord for sale…”
“Black Honda Accord with Leather…”
“Used White Chevy Truck 4x4…”
Don Mullen | PureCars | Regional Sales Director | [email protected]
Desktop vs. Mobile
47% of all automotive search queries come from mobile
Source: Google Internal Data.
Don Mullen | PureCars | Regional Sales Director | [email protected]
Mobile Search is Critical During the Shopping Process
Source: Google/Compete/Polk, Auto Buy Flow Study, June 2012
44% Use their device for price comparison on
the dealer lot.32% Use their
smartphones to find a dealership.
36% Use mobile for
contacting dealerships.
46% Check inventory
in stock.
48%Looked up dealer
information.
Don Mullen | PureCars | Regional Sales Director | [email protected]
$$$$$$$$$
BUYINGBrowsingResearch
$$$$$$$$$
Probability of a Sale
Don Mullen | PureCars | Regional Sales Director | [email protected]
$$$$$$$$$
MobileTabletDesktop
$$$$$$$$$
Probability of a Sale
Don Mullen | PureCars | Regional Sales Director | [email protected]
HOW do you market?
Don Mullen | PureCars | Regional Sales Director | [email protected]
HOW do you market?
Don Mullen | PureCars | Regional Sales Director | [email protected]
3D Targeting
color trim certified
YMMTpaymen
tmobile
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shopper’s Request
Used BlueUnder $20,00
0Camry
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shoppers Request
Used BlueUnder $20,00
0Camry
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shoppers Request
White Chevy Low MilesTruck
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shoppers Request
White Chevy Low MilesTruck
Don Mullen | PureCars | Regional Sales Director | [email protected]
White Chevy Low MilesTruck
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shoppers Request
White Chevy Low MilesTruck
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shoppers Request
Toyota SUVPrice/
Payment
Deals
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shoppers Request
Toyota SUVPrice/
Payment
Deals
Don Mullen | PureCars | Regional Sales Director | [email protected]
Shoppers Request
Toyota SUVPrice/
Payment
Deals
Don Mullen | PureCars | Regional Sales Director | [email protected]
Mobile SEM
Don Mullen | PureCars | Regional Sales Director | [email protected]
How SHOULD it be?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Searching for… Used Chevy Tahoe LTZ
Make? Trim?
Make? Model?
Trim?
Car? Make?
Model? Trim?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Searching for a Used BMW X5 with Third Row Seat
Options?
Trim? Options?
Options?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Searching for a New Chevy SUV
Options?
Trim? Options?
Options?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Land them on a Relevant Device Optimized Page
Options?
Trim? Options?
Options?
Don Mullen | PureCars | Regional Sales Director | [email protected]
How do I track ROI?
Don Mullen | PureCars | Regional Sales Director | [email protected]
ROIIMPRESSIONS
CLICKS CONVERSIONS (Relevant Page)
Phone Web
Don Mullen | PureCars | Regional Sales Director | [email protected]
ImpressionsImpressions
Inventory / Keyword Buy
Search Demand
Budget Geo
Don Mullen | PureCars | Regional Sales Director | [email protected]
Impression ShareImpression Share
Budget
Geo
Demand
Don Mullen | PureCars | Regional Sales Director | [email protected]
ClicksClicks
Ad Messaging
Dealer Brand Equity
Rank Freq.
Don Mullen | PureCars | Regional Sales Director | [email protected]
Quality ScoreRelevant Ad
Relevant Landing Page
Good CTR
Higher Rank Lower Cost
Don Mullen | PureCars | Regional Sales Director | [email protected]
ConversionsFunnel of Keyword Buy
Landing Page Relevancy
Merchandising
Photos $$ Recon
Don Mullen | PureCars | Regional Sales Director | [email protected]
KPI NoiseLeads only come from 1% of web shoppers.
Photos
Don Mullen | PureCars | Regional Sales Director | [email protected]
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
Don Mullen | PureCars | Regional Sales Director | [email protected]
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
Don Mullen | PureCars | Regional Sales Director | [email protected]
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
Don Mullen | PureCars | Regional Sales Director | [email protected]
Retargeting Synergy
Don Mullen | PureCars | Regional Sales Director | [email protected]
Retargeting
Don Mullen | PureCars | Regional Sales Director | [email protected]
Dynamic Display Ads& Dynamic Headlines
VDP Matching
Don Mullen | PureCars | Regional Sales Director | [email protected]
How much should I spend?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Probability
Don Mullen | PureCars | Regional Sales Director | [email protected]
Probability
Don Mullen | PureCars | Regional Sales Director | [email protected]
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
Don Mullen | PureCars | Regional Sales Director | [email protected]
How much should I spend?
Fixed Budget?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
Competitor Wins. Web
Don Mullen | PureCars | Regional Sales Director | [email protected]
How much should I spend?
Fixed Budget?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
Competitor Wins. Web
Don Mullen | PureCars | Regional Sales Director | [email protected]
How much should I spend?
Fixed Budget?
THINK ECOMMERCE Dominate Traditional? (ZMOT)
Competitor Wins. Web
Don Mullen | PureCars | Regional Sales Director | [email protected]
Implementation Options
D.I.Y
Agency Tech Platform (Automated)
Agency Integration
Who, What, Where, Why?
Don Mullen | PureCars | Regional Sales Director | [email protected]
Questions?
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