Winning The Digital Marketing Game: Identifying New Strategies to Crush Your Competition

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1 Winning The Digital Marketing Game: Identifying New Strategies to Crush Your Competition Dave Page - Owner - Dave@DealereProcess.com Gino Cipperoni - Digital Marketing Expert - Gino@DealereProcess.com

2 Digital Marketing Strategies Used By Dealers Today

3 Dynamic Inventory- Make/Model Campaigns

4 Dealer Name?

5 Retargeting

6 Display Advertising

7 Display Advertising

8 Video Pre-Roll

9 Facebook 2 Ways to Advertise

10 Flat Rate Pricing We ve Evolved

11 Digital Marketing Has Become Stagnant Regardless of all these new tools, there has not been much of a change in overall strategy Still mainly focused on searches specific to vehicle sales We need to adjust our approach to account for new market segments Take advantage of the current lack of competition for certain profitable search terms & demographics

vehicle sales We need to adjust our approach to account for new market segments Take

12 Graph of spend total from automotive vs. other industries As we can see, automotive digital ad spend is on the rise However, the dealer who was spending 2k yesterday, is spending 2k today if your budget hasn t increased, you re behind

spend is on the rise However, the dealer who was spending

13 Identify New Digital Marketing Strategies & ROI

14 Two Types of Marketing Direct Response & Branding

15 What Is Direct Response Marketing? Direct Response marketing tactics geared towards Low to Mid funnel shoppers i.e. VIN Specific Ads, 3 rd Party Lead Sources, Campaigns For Fixed Ops, etc The main goal of DR marketing is to generate consumer engagement/action (form fill out, phone calls, chats, etc )

i.e. VIN Specific Ads, 3 rd Party Lead Sources, Campaigns For Fixed Ops,

16 What Is Branding? Branding marketing tactics geared towards High Funnel shoppers i.e. Display Ads, Remarketing, YouTube/Video, etc The main goal of Branding campaigns is to generate awareness amongst your market place - NOT GENERATE LEADS Digital Marketing tools offer dealers very low cost methods of getting their name and message out to potential customers

18 What Is Branding in Digital Marketing?

20 How Much of Your Budget Should Go To Direct Response VS. Branding?

21 Industry Data According to emarketer, the automotive industry tends to follow a 60/40 split of budget for DR to Branding

22 New Strategies To Take Advantage Of Now

23 Automotive Dealer Ads: Formerly Dealer Listing Ads (DLAs)

24 Automotive Dealer Ads (ADAs) ADAs are a brand new ad format made specifically for Car Dealers ADAs appear when a car shopper performs a Google search for a nearby dealership from their mobile device ADAs have a built in link to the Dealer s website, can send the customer exact directions to the showroom, and have built in Click to Call buttons.

25 Old Mobile Ad Format Automotive Dealer Ad

26 What You Need To Know About ADAs ADAs are triggered by searches for the following keywords OEM dealer(s), OEM dealership(s), OEM (location) Examples: Toyota dealers, Chicago Honda, chevy dealership If ADAs are triggered, they will push all other ad formats to the next page This Ad format is simply the beginning of Google s complete overhaul of mobile ads. This format will quickly become more widespread and will effect more and more searchers in the coming months

27 Hispanic Shoppers: The Largest Market Segment That You re Ignoring

28 Understanding Hispanic Shoppers

30 More On The Spanish Shopper Studies have shown that Hispanic shoppers are very brand loyal Hispanic shoppers are more likely to spread high equity content (i.e. special offers) than members of other demographics Hispanic shoppers rely heavily on referrals from members within their community If you take the time to reach Hispanic shoppers in your market TODAY, you are setting yourself up as the Go-To dealer for the growing Hispanic population in your market

33 The best way to market to Hispanic shoppers is with a full Spanish language website. A translation plugin on your current site is not sufficient. Hispanic shoppers find translated sites to be inauthentic, leading to a poor user experience, low conversion.

34 Search Network Getting Larger Month After Month

35 Yahoo/Bing Is Growing The Yahoo/Bing Search network has been taking search share away from Google Yahoo is now the default search engine for the Firefox browser Bing is the default search engine for Apple iphone searches

37 Car Buyers Are Searching On Yahoo/Bing There are 11 million unique car shoppers every month that search Yahoo/Bing who are unreachable via the Google network Cost per click on automotive searches are, on average, almost 60% cheaper on Yahoo/Bing than on Google In March of 2014, there were over 80 million automotive searches on Yahoo/Bing The average Yahoo/Bing shopper is more affluent and more highly educated than the average Google shopper

39 Geo Fencing Cons Limited Tracking Expensive vs. Display Advertising Network Limitations Not a Website Visitor Activity Unproven High Dealer Churn Offer Driven Giveaways

40 SEO VS. SEM: Two Sides Of The Same Coin

41 SEO vs SEM SEO Is Now Content MARKETING For years, SEO & SEM have been treated separately. However, SEO & SEM are two sides of the same coin There is a bridge between SEO & SEM that no one is taking advantage of: Custom Content

47 Service Marketing Who s Doing It?

51 Dealers Budgets - LOPSIDED Marketing Budget Fixed Ops Budget Revenue 10% $100,000 Sales 55% Service 45% Profit From New Car Sales = 10% Profit From Used Car Sales = 10% Profit from Labor = 70% Profit From Parts = 40%

52 So What Can We Do With The 10%?

53 MORE MAILERS!!!!!!! Just kidding

55 Toyota Kansas City Fixed Ops Program 1 month review:

56 Summary Of Performance Metrics Impressions Clicks CTR CPC Conversions Conversion Rate Phone Calls Dialed Phone Call Conversions 146,191 3, % $3.24 1, % Take-away: Toyota Dealer Ads have shown 146K times to customers in Kansas City region Over 3,500 customers have been driven to Toyota dealer sites CTR for the Program is more than 2X the industry average! 52% of customers converted on dealer sites leading to 1,842 conversions (website action and phone calls) Every 3 out of 4 phone calls have resulted in a conversion 71% close rate! Date Range: June 1, 2015 June 30, 2015 Source: Adwords front end stats for Toyota Kansas City Accounts

57 Cross-Channel Marketing Analysis: Ensure You re Always Spending Your Money In The Right Places

59 Your Website Should Be Your #1 Tracking Tool When it comes to properly measuring digital marketing spend, your website can be your greatest asset, or your biggest enemy. Phone Forms Chat Text Messaging Value Trade In Credit Applications Service Schedulers Vehicle Configurator Coupon Gift Card Pop Ups (Hook Logic) Payments Tools Video with Forms

60 Customer A Customer B Customer C 95% Of All Dealer Solutions Can t Track ROI Web Form 3 rd Party Trade in Tool 3 rd Party Credit App 3 rd Party Chat Customer? Customer? Customer? Customer D Phone Customer? Customer E 3 rd Party Payment Tool Customer A OEM Configurator Complete Integrated Tracking System Complete ROI Customer A Customer B Customer C Customer D Customer E Web Form eautoappraise Virtual Credit Consultant DEP Chat Phone eautopayments DEP Configurator Customer A Customer B Customer C Customer D Customer E

61 Track Your Spend

64 Questions

Winning The Digital Marketing Game: Identifying New Strategies to Crush Your Competition

Winning The Digital Marketing Game: Identifying New Strategies to Crush Your Competition Gino Cipperoni Automotive Digital Marketing Expert Digital Marketing: The Status Quo Has Changed Graph of spend