Impact of the VDP Click - How to Get More Direct VDP Views and Make Them Stick

Transcription

1 October 18 th -20 th, 2015 The Bellagio Hotel, Las Vegas Impact of the VDP Click - How to Get More Direct VDP Views and Make Them Stick Ian Cruickshank

2 A bit about me Ian Cruickshank Vice President of Sales & Marketing Speed Shift Media Over 10 years in Marketing and Digital Advertising. Working with dealers, leading sales teams, consulting on digital disruption, and as the head of sales and marketing for a social media marketing firm in Vancouver, BC. Masters in Business and IT Management Regular speaker and Adjunct Professor at the University of British Columbia Sauder School of Business. Most of all I love to be outside with my wife and boys in Vancouver, BC

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10 Agenda 1. What is a VDP? 2. What is a VDP View? 3. What is a VDP Click? 4. How can you increase your VDP Clicks? 5. Retargeting the VDP Viewer 6. How to measure VDP Direct Traffic? 1. Sessions Vs. Clicks 7. What metrics should we focus on? 1. What s with this Bounce Rate?!? 2. The Punch Line Effect 8. The limitations of The Google Machine 1. Events 9. What can you do to get them to stick around?

11 1. What is a VDP?

12 What is a VDP?

13 Why do we think the rules don t apply to us?? 1. Cut the Clutter 2. Clear Call-to-Action 3. Think Speed 4. Awesome Product Photos 5. Concise Copy with Conviction 6. Build Customer Confidence 7. Provide Options Source:

14 What is a VDP? 1 1 of 6 $50,950 $48, Contact Seller Great (Live!) Images and a Video 2.Consumer friendly description 3.A clear call to action

15 What is a VDP?

16 2. What is a VDP View?

17 What is a VDP View? Website Visit Page View VDP View

18 The VDP View 1. 9 Million Reasons Why VDP Views Are The Metric That Matters, CDK Global/Cobalt, By Shaun Kehrberg, March 5, 2013

19 What is a VDP View? & increase sales

20 3. What is a VDP Direct Click?

21 What is a VDP Click? Open Road Used Lexus IS250 Port Moody

22 What is a VDP Click?

23 What is a VDP Click?

24 What is a VDP Click?

25 4. How can you increase your VDP Clicks/Views?

26 How can you increase your VDP Clicks/Views? 1. Site Optimization 2. Search Engine Optimization 3. Dynamic Search Engine Marketing 4. Social Media 5. Listings Referral Links 6. Dynamic Display Ads

27 5. Retargeting the VDP Viewer

28 Retargeting the VDP Viewer Site Retargeting

29 Retargeting the VDP Viewer VIN or Inventory Retargeting

30 Retargeting the VDP Viewer

31 6. How to measure VDP Direct Traffic?

32 How to measure VDP Traffic? Check out the SpeedShiftMedia.com/ resources page for more on breaking VDP s out? Goals or Filters

33 6.1 Clicks vs. Sessions WTF

34 Clicks Vs. Sessions What s a click?

35 Clicks Vs. Sessions

36 Clicks Vs. Sessions

37 Clicks Vs. Sessions Super So what s a session?

38 Clicks Vs. Sessions A session is a group of interactions that take place on your website within a given time frame. when successfully measured by Google Analytics.

39 How is a session recorded? Urchin Tracking Module 1. UTM Code? 2. Click on the Ad 3. UTM Cookies needs to fire 1. What can prevent that? 1. Privat browsing 2. Cookies being turned off 3. Mobile phones 4. No page redirect 1. Mobile optimized site 2. Any other redirect 5. Page must fully load before a secondary click

40 Clicks Vs. Sessions Trendlines

41 Clicks Vs. Sessions What should I use sessions for? Your sessions are a valuable tool to track traffic quality.

42 Clicks Vs. Sessions What should you use sessions for?

43 7. What metrics should we focus on?

44 The Metrics Typical Traffic Quality Metrics 1. Time on Site 2. Pages Viewed 3. Conversions (Significant Actions) 4. Bounce Rate

45 7.1 What s with this bounce rate? "I Came, I Puked, I Left" Avinash Kaushik Analytics Evangelist, Google

46 What s with this bounce rate? Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page). There are a number of factors that contribute to a high bounce rate. For example, users might leave your site from the entrance page if there are site design or usability issues. Alternatively, users might also leave the site after viewing a single page if they've found the information they need on that one page, and had no need or interest in going to other pages.

47 What s with this bounce rate? Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page). There are a number of factors that contribute to a high bounce rate. For example, users might leave your site from the entrance page if there are site design or usability issues. Alternatively, users might also leave the site after viewing a single page if they've found the information they need on that one page, and had no need or interest in going to other pages.

48 7.2 The Punch Line Effect AUTOREVIEW Smith Autos Smith Autos x Learn More Web Ad Landing Page Search SRP VDP AUTOREVIEW Smith Autos Smith Autos x Learn More Web Ad VDP

49 The Data

50 The Data

51 The Data

52 The Data For more examples visit speedshiftmedia.com/ resources

53 The Data Values Average of Bounce Rate Average of Pages / Session Average of Avg. Session Duration New Visitors 46.15% :18 Min Returning Visitors 11.39% 1.69P 2:37M 34.76% :55 Min Source: Primary Data, Speed Shift Media

54 The VDP Focused Metrics VDP Traffic Metrics 1. Increase VDP Traffic 2. Return Rate 3. Source Efficiency

55 VDP Source Efficiency AUTOREVIEW Smith Autos Smith Autos x Learn More Web Ad Landing Page Search SRP VDP AUTOREVIEW Smith Autos Smith Autos x Learn More Web Ad VDP Source: Primary Data, Speed Shift Media

56 Source: Primary Data, Speed Shift Media VDP Source Efficiency

57 VDP Source Efficiency Keep an eye on speedshiftmedia.com/ resources for more about VDP efficiency *Percentage of Auto Audience Network ad which deliver a VDP, the alternate click is typically an SRP Click

58 8. The limitations of The Google Machine

59 Remember that VDP Click? Open Road Used Lexus IS250 Port Moody

60 Or this one?

61 The VDP View AUTOREVIEW Smith Autos x Smith Autos Learn More Leave Site Web Ad Landing Page Search SRP VDP AUTOREVIEW Smith Autos Web Ad x Smith Autos Learn More VDP Leave Site

62 The VDP View Google Analytics has tracking limitations. SRP VDP Back SRP

63 The VDP View SRP VDP

64 So how can I keep track of this important STUFF!!

65 9.1 Events Events are user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, A JAX embedded elements, and video plays are all examples of actions you might want to track as Events.

66 What events are most website vendors setting up? All vendors have different sets of events. However, most commonly seen are: Photos Videos Saved Vehicles Contact Lead Buttons Payment Calculators Chat Submits Inventory Tabs (e.g. Specifications, General Information, etc.) Scrolls

67 But don t overdo it.

68 How to set up events? Easy Answer Make a list of what things you want to track Then, ask your vendor to set them up.

69 What can you do to get them 9. to stick around?

70 The VDP View 1. You are in control of your VDP 1. Live Images 2. Consumer friendly descriptions 3. Clear call-to-action 4. Reviews 5. Recommended Vehicles 2. High quality referral traffic 1. Intenders 2. Clear expectations

71 Summary 411 on VDPs Increasing your VDP Clicks Measuring VDP Direct Traffic? Sessions Vs. Clicks WTF What metrics should we focus on? What s with this Bounce Rate?!? The Punch Line Effect The Google Machine & Events What can you do to get them to stick around?

72 Questions? Come see the team during your next break Confidential Copyright Speed Shift Media

73 October 18 th -20 th, 2015 The Bellagio Hotel, Las Vegas Thank You! Ian Cruickshank VP Sales & Marketing Speed Shift Please take a moment to rate my presentation in the DSES mobile app!