2 SEA Playbook, 2 of 31 Meet the Refs! Download your own copy of this ebook: For other up-to-date info in automotive digital marketing, sign up for for our blog or newsletter by visiting: Meet the Local Search Group Team! Local Search Group is a cutting-edge digital marketing firm with expertise in search engine advertising. Our devoted team offers you custom quality support that allows you to focus on what you do best running your business!
3 SEA Playbook, 23 of _ 31 FACT: A paid search campaign that uses both Google s Adwords & Microsoft s adcenter reaches over 95% of Americans surfing the World Wide Web. This ebook highlights specific steps to train, strategize and evaluate your automotive search engine marketing techniques in a way that will enhance your dealership s online reach.
4 SEA Playbook, 4 of 31 TABLE OF CONTENTS Learn how to score a TOUCHDOWN with your search engine advertising! Start with the Basics Understand the Rules of the Game Develop and Execute a Winning Strategy Special Teams Offense Defense Always Play For the Win Evaluate Your Performance 28-31
5 SEA Playbook, 5 of 31 Understand the Rules of the Game Automotive search engine marketing can be a complex game, especially if you re not an Internet wizard. Learn the rules by familiarizing yourself with relevant terminology.
6 The Ultimate Automotive SEA Playbook, PagePlaybook, SEA 2 of _ 2 of 31 6 _ Understand the Rules of the Game Optimize your online presence exactly how YOU want it. THE OFFICIA L SEARCH ENGINE ADVERTISIN G RULE BOOK Understanding these 4 search engine advertising rules will facilitate clearer communications between you and your Internet Director, as well as your search engine marketing provider.
7 The Ultimate Automotive SEA Playbook, 7 of 31 RULE #1: Don t Fumble the Pay-Per-Click (PPC) With PPC, you only pay each time a user clicks on one of your ads. Pay-Per-Click (PPC) ads are triggered by the specific keywords the user enters into his search query. With this hypertargeted form of advertising, you reach out to potential consumers as they search your products & services. PPC helps customers find you even if they didn t originally have you in mind. Gavin Marks, VP of Interactive Marketing, Local Search Group
8 SEA Playbook, 8 of 31 RULE #2: Pay to Play In PPC advertising, you only pay for the results you receive. Ads served up are determined by relevance, quality score and bid amount. You can choose to bid in one of two ways: CPC or CPM. Cost-per-click (CPC) Cost-per-thousand impressions (CPM) You pay each time someone clicks your ad. You bid for a certain spot and you re charged the lowest amount necessary to score that ad position. You pay based on the number of impressions (number of times your dealership s ad appears) on the Google display network. Best option for those focused on online sales or website traffic. Best suited for those focused on brand awareness
9 SEA Playbook, 9 of 31 RULE #3: Locate Your Target Use advanced targeting to pinpoint specific customers in a precise fashion. Two types of targeting: Geographic Targeting Location-based Target customers narrowly by zip code or city or, vastly using the state or country as the limiting criteria. Behavioral/ Demographic Targeting Based on interest level & purchasing intent.
10 SEA Playbook, 10 of 31 RULE #4: Stay On Point With Your Performance TIP: Add negative keywords to ensure that your ad does not appear for irrelevant search queries. Clickthrough rate (CTR)- the rate at which the people who view your ad click through to your website. The CTR often demonstrates the success of your keywords and ads. High CTRs signify that users found your ads both helpful and relevant.
11 The Ultimate Automotive SEA Playbook, 11 of 31 Optimize Your Visibility & Enhance Your Credibility A winning strategy is comprised of three vital elements
12 SEA Playbook, 12 of 31 Just like in football, automotive search engine advertising requires three elements to win the game: 1. Special teams 2. Offense 3. Defense
13 SEA Playbook, 13 of 31 Special teams can be the most overlooked aspect of the game. And yet, more often than not, they re the difference between victory & defeat. In the ever-changing complicated digital space of search engine advertising, you need expert coaches to effectively guide this important facet of your business for you.
14 SEA Playbook, 14 of 31 TEAM EDGE INVENTORY Outshine your competitors by showcasing the unique products you have in stock. Edge inventory records help to advertise to consumers at a rate relative to your inventory volume. Exclusively a Local Search Group service, edge inventory assists our partners in selling their highest profit margin products and services.
15 SEA Playbook, 15 of 31 TEAM EDGE INVENTORY EDGE INVENTORY: 1. Attract product-specific buyers who are at the bottom of the sales funnel. 2. Spend money more efficiently. 3. Avoid depleting your automotive marketing budget on vehicles you don t have stocked. Edge inventory redirects customers to the actual landing page that contains the actual product
16 The Ultimate Automotive SEA Playbook, 16 of 31 TEAM PRE-ROLL VIDEO ADS Pre-Roll video ads captivate your fans and highlight your products and services in a tech- savvy way. LIGHT UP THE SCOREBOARD Users can watch your pre-roll ads while they search for videos, related web content and suggested videos on YouTube & the Google Display Network.
17 SEA Playbook, 17 of 31 TEAM MONTHLY PERFORMANCE MEETINGS Don't work with an actor who sells you the dream and then promptly exits stage left... MONTHLY PERFORMANCE MEETINGS Play for a coach who you know will be there to: Pinpoint & reveal your best opportunities Develop a detailed plan of action and ultimately Help you WIN THE GAME.
18 SEA Playbook, 18 of 31 You want to be the star of the search engine advertising show, right? When you stay visible to potential fans and customers, you establish credibility for your company.
19 SEA Playbook, 19 of 31 AGGRESSIVE OFFENSE Cater to the Crowd Develop custom PPC campaigns unique to your specific dealership s new and used inventory and drive them to a relevant landing page. FACT: Google holds 66.7% of the market, followed by Bing with 15.4% and Yahoo with 13.4%. (Source: comscore s May 2012 search engine market share statistics) Go No Huddle! When you need to make changes on the fly, you can count on SEA to change with you. No need to wait on Google s latest algorithm present your message to the market how you want and when you want using display/remarketing ads.
20 SEA Playbook, 20 of 31 Offensive Strategy #1: CUSTOM PPC CAMPAIGNS Keywords: 2006 Mazda Mazda 3i Pre-owned Mazda Pre-owned Mazda 3 Used Mazda 3 Clear Lake Once we determine your personal business objectives, we 1. Research the market to pinpoint timely product/service trends. 2. Develop a custom keyword list. 3. Create customized ads that detail your unique products & services.
21 SEA Playbook, 21 of 31 Offensive Strategy #2: DISPLAY/REMARKETING ADS Keep your name out in front of them, that way, when they make the decision to buy, Place they decide your display to buy ads on high-traffic sites where your customers want to be from YOU!! 1. Dramatically increases your brand awareness 2. Reduces your cost-per-click (CPC) 3. Optimizes your marketing budget Place your display ads on high-traffic sites that your customers frequent. 1. Dramatically increase your brand awareness. 2. Reduce your cost-per-click (CPC). 3. Optimize your marketing budget.
22 SEA Playbook, 22 of 31 Offensive Strategy #2: DISPLAY/REMARKETING ADS Use remarketing technology to target fans who ve already shown interest. Your Website 1) Consumer visits your product-specific webpage Other Website Remarketing cookie! 2) Consumer leaves your website 1. Highly innovative 2. Cultivates relationships with potential clients 3. Keeps your dealership top of mind 4. Expedites the sales process SALE! Your ad! 3) Consumer searches the web and your ad appears
23 SEA Playbook, 23 of 31 Place your All- Star players where they will perform best! In the automotive search engine advertising game, do these two things to dominate on defense: Go Mobile Protect this House
24 SEA Playbook, 24 of 31 DYNAMIC DEFENSE Showcase your star players where they ll shine most! Go Mobile Mobile PPC Campaigns deliver smartphone-friendly capabilities that lure the customer straight to your showroom. No one wants to lose a potential customer at the finish line. Protect This House You ve done well with your TV advertisements. Now, maintain the online customers who shop your inventory when you buy your own name. Prevent your competitors from intercepting business at the goal line.
25 SEA Playbook, 25 of 31 DEFENSE TACTIC #1 Mobile marketing for the automotive industry is a must. FACT: In 2010, mobile devices accounted for 5% of all automotive Web traffic. Today, the figure is closer to 30% in major metro markets and even higher in some outlying cities. (Source: Google Analytics tracking software) Your customers have all gone MOBILE you should too!
26 SEA Playbook, 26 of 31 DEFENSE TACTIC #1 Mobile PPC campaign Develop mobile PPC campaigns & custom mobile apps to cater to your customers. Develop mobile PPC campaigns & custom mobile apps to cater to your customers. Custom mobile app Not to mention that ad extensions like this caller extension help draw people straight to your showroom floor.
27 SEA Playbook, 27 of 31 DEFENSE TACTIC #2 Bought their name Buy your name so no one else can secure the fame. Did NOT buy their name Notice how Toyota of Lewisville appears at the top of both the organic and the paid ads. When you don t buy your name, your competitor may appear, even when users search specifically for you.
28 SEA Playbook, 28 of 31 Evaluate Your Performance Pinpoint your weaknesses and strengthen them. From there, it s all maintenance and seeking out measures for improvement.
29 SEA Playbook, 29 of 31 Recap your performance & make sure you re using the best software, optimizing your reach and bringing in the right audience. Monthly Campaign Reports Monthly campaign reviews evaluate: 1) Your CPC 2) Your click-through-rate (CTR) 3) Number of impressions 4) Number of clicks Integrated Web Analytics Google Analytics shows you: 1) Number of visits 2) Avg. number of visitors 3) Type of traffic 4) Page views on mobile devices
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