Two Google Advertising Tactics You Aren t Using

Transcription

1 Two Google Advertising Tactics You Aren t Using Tim McLain Senior Marketing Manager Netsertive Research Triangle, NC Your Photo Goes Here 1

2 SOURCE: Vala Afshar, 50 Incredible Wi-Fi Tech Statistics That Businesses Must Know (2014) 2

5 Google: ~three percent of website visitors convert. Remarket to your high-value website visitors, bring them back to convert. Google Think Insights 5

6 Conquest shoppers to choose your models of online research involves cross-shopping Google Think Insights SOURCE: Vehicle Shopper Path to Purchase, Millward Brown Digital/ Google September

7 ~50 percent of website visitors are mobile. Master mobile with Google-enhanced campaigns to win new shoppers. Google Think Insights 7

8 conquest remarket mobile Next-Gen Google Tactics: Agenda Six online marketing tactics dealers use now How to master these indicators (KPIs) first Are you ready for the next level of results? Two Google advertising tactics you re not using: 1. Conquest with Remarketing for Search 2. Enhanced Mobile Campaign 8

9 Assertive Digital Marketers: Case Studies Performance BMW Chapel Hill, NC Jenkins Nissan Lakeland, FL Kia of Charleston Charleston, SC York Ford York, PA 9

10 York Ford Jenkins Nissan Kia of Charleston Performance BMW Six Local Online Marketing Tactics SEM Display D. Retargeting Basic Mobile Call Tracking Landing Pages 10

11 Jenkins Nissan Performance BMW Ready? Monthly Key-Performance Indicators Search Marketing Display D. Retargeting Mobile Call Tracking Unit Sales Ad Pos. SOVoice CTR Impressions Return Visitors Site Traffic Qualified Cust. Q % 3.5% 251K +41% 39% +6% 30% % 3.9% 324K +28% 43% +11% 51% 3 Targets % 3.0% York Ford Kia of Charleston SOURCE: Google AdWords / Analytics (8.14) % 6.7% 15K +8% 26% +7% 15% % 2.1% 49K 2 +19% 22% +3% 8% 3 11

12 York Kia Ford of Charleston Jenkins Nissan Performance BMW Ready? Monthly Key-Performance Indicators Search Marketing Display D. Retargeting Mobile Call Tracking Unit Sales Ad Pos. SOVoice CTR Impressions Return Visitors Site Traffic Qualified Cust. Q % 3.5% 251K +41% 39% +6% 30% % 3.9% 324K +28% 43% +11% 51% Targets % 3.0% 300K+ +20% % 6.7% 15K +8% % 2.7% 49K +19% 22% +3% 8% SOURCE: Google AdWords / Analytics (8.14) 12

13 Jenkins Nissan Performance BMW Ready? Monthly Key-Performance Indicators Search Marketing Display D. Retargeting Mobile Call Tracking + Sales Ad Pos. SOVoice CTR Impressions Return Visitors Site Traffic Qualified Cust. 2Q % 3.5% 251K +41% 39% +6% 23% % 3.9% 324K +28% 43% +11% 51% % 6.7% 15K +8% 26% +7% 15% York Ford Kia of Charleston % 2.1% 49K +19% 22% +3% 9% SOURCE: Google AdWords / Analytics (8.14) 13

14 Next: Attack New Opportunities Remarket to High-Value Shoppers Attract Mobile Shoppers 14

15 Google: ~ three percent of website visitors convert. Remarket to your high-value website visitors, bring them back to convert. Google Think Insights 15

16 Tactic #1: Remarket to High-Value Shoppers All Google users are NOT created equal Cross-shoppers already familiar with your dealership, OEMs, models, etc. are more likely to convert

17 Remarketing Lists for Search Ads Bring higher value audiences back to your website Existing AdWords Targeting Criteria Remarketing Lists for Search Ads Device Language 1 Already familiar with your OEMs, models, services Location Daypart 2 Audiences of higher converting shoppers Keyword 17

18 Remarketing Lists for Search Ads How Google RLSAs work Create Audience List of Visitors Targeted Google Display Network Ads Remarking Campaign Within a Campaign Pixel Placed on Your Website (Google Tag Manager) Targeted AdWords Search Campaigns 18

19 Google Remarketing Lists (RLSAs) Make search ads more effective with a remarketing list of high-value shoppers who ve hit one or more pages Target these visitors across a wider geo with higher bids, unique creative, and broader keywords Proactive campaign changes by Google Premier Partners will optimize conversions and deliver max return on investment (ROI) 19

20 Uses for Remarketing Lists (RLSAs) Your core dealer name search adgroup Create remarketing pixel in AdWords, apply to all pages Create new adgroup and apply this global remarketing list Tailor ads to speak to recent site visitors (with no overt referencing) Add wider set of keywords (auto dealer) and geo (entire state/region) Worth spending more to reach all recent site visitors Specials page search adgroup Create pixel for specials page New ad group, apply specials remarketing list Write ads that reference your specials to remind recent visitors Wider set of keywords, geo, boost bids 20

21 Best Use: Conquest-Remarketing RLSA Campaign Highest value audience is cross-shoppers Create segment (model) comparison landing page Apply a remarketing pixel to conquest-comparison shoppers Create ads that speak to the specific model previously viewed, inviting viewer to compare Broaden geo, bid, keywords 21

22 Conquest-Remarketing: Faulkner Nissan Faulkner s CTRs are up 40% over their original campaign w/20 mi. geo. Conquesting RLSAs within 50 mi. driving a 5% conversion rate. Phillip Scott, Google AdWords Campaign Manager Goals Attract in-market, cross-shoppers for sedans Conquesting: Altima versus Camry, Accord, Sonata Increase local share of voice, stronger ad position Strategy and Results Focus on Altima inventory, build new remarketing audience list to retarget segment shoppers Publish conquest landing pages, optimize to get 6+ quality score to boost Ad Rank, lower CPC Overlay 50 mile radius for RLSAs, add $1,000/month to fuel results. 70% SOV, 5-7% conversion rate. 22

23 Conquest-Remarketing: Jenkins Nissan Jenkins saw a 71 percent increase in CTR versus original campaign. 46% lower cost per conversion with RLSAs. Phillip Scott, Google AdWords Campaign Manager Goals Bring visitors back to convert Boost quality traffic at lower cost (max ROI) Increase sales volume by 25 percent Strategy and Results Mirror high-priority campaigns and associate corresponding audience lists to retarget shoppers Bid up 50 percent over original campaign in RLSA to bid into premium spots, widen geo, add higher cost keywords Strong calls to action: Conquest/comparison 51 percent increase in sales (today #1 in regional sales) 23

24 Conquest-Remarketing: Fort Myers Infiniti Fort Myers gets 23 conquesting conversions per week. (96 in July 2014). Cost per conversion with RLSAs down 37 percent over original campaign. Goals Stacey Bargar, Google AdWords Campaign Manager Grow conquesting conversions 50% to 10 per week Conquest: Infiniti Q vs Lexus, Acura, Audi, BMW Attract shoppers from larger 30-mile geography Strategy & Results Original conquesting campaign netted five conversions per week, focus on past site visitors with RLSA campaign Retooled landing pages, responsive mobile design, SEO audit to improve quality score, lower CPC Add $1,000/month to fuel results, 72% SOV, 16% conversion rate 24

25 Tips: Google Remarketing Lists (RLSAs) RLSAs works best with ads outside of first position Average ad position 2.0 or worse are ideal candidates Opportunity to gain more clicks from improved positions Ad groups with low average conversion rate Opportunity to isolate high-converting users Enhance bidding strategy and messaging Takes time for audience lists to build 1,000 unique visitors from all sources (SEM/organic/ ) 25

26 RLSA Video: Google Tips Google: RLSA Basic Setup in AdWords netsertive.com/rlsatutorial 26

27 ~50 percent of website visitors are mobile. Master mobile with Google enhanced campaigns to win new shoppers. Google Think Insights 27

28 Tactic #2: Enhanced Mobile Campaign Google s enhanced campaigns offer three areas of improvement Smarter ads optimized for varying user contexts. Advanced reports measure new conversion types. Powerful marketing tools for the mobile world. 28

29 Tactic #2: Enhanced Mobile Campaign Ability to show the right creative, site link, or extension based on user context and device capabilities. Key features Customized messages on mobile location: Optimize bids for different locations (e.g., Miami) and near specific places (e.g., within half mile of Miami Ford). Scheduled extensions: Set extensions to appear only during certain times of day or on mobile devices. Enhanced site links: Manage individual site links in customized ways at the campaign and ad group level. 29

30 Tactic #2: Enhanced Mobile Campaign Powerful tools for the multi-device world Ability to easily manage your bids across locations, time, and devices all within a single campaign Key features Bid adjustments and reporting by: Time Location Device Multiple bid adjustments 30

31 Enhanced Mobile: Performance BMW Chapel Hill, NC 31

32 Mobile Campaign: Performance BMW Strong mobile usage One in three site visitors Responsive website No competitors 32

33 Business Goals Be assertive locally with mobile Drive top-two mobile ad position Boost quality versus quantity of clicks Raise click-through rate (CTR) Gain ten percent leads overall 33

34 Strategy Split desktop and mobile Campaign within a campaign Move 25 percent monthly budget to mobile Create mobile-tailored text, display ads Aggressive 2X mobile bid multiplier Test day-parting and geo-targeting 34

35 Lever #1: Advertising Categories Desktop Mobile 35

36 Lever #2: Geo Targeting 10m 8m 8m 8m Desktop Mobile 36

37 Lever #3: Monthly Budget D: $3400 M: $800 37

38 Tailored Ad Creative Desktop Mobile 38

39 Send Clicks to Optimized Landing Pages Desktop Mobile 39

40 +Ad Rank: Turn on Ad Extensions Desktop Mobile Call Location Sitelinks 40

41 Display Advertising Contextually Relevant News Weather 41

42 Tailored Keywords Desktop +bmw +i +series +bmw +5 series cary +bmw +5 series chapel hill +bmw +5 series raleigh +bmw +5 +series Mobile +bmwi +bmw +i +bmw +5 +bmw5 +bmw +5 +chapel +hill 42

43 Test: Mobile Day-parting 200% mobile bid multiplier 43

44 Results: +23% Sales With Mobile On (7.14) 52 Percent of All Site Visitors Now Mobile 44

45 Case Study: Enhanced Mobile Results % +58% Desktop/Mobile Average Ad Position Mobile Versus Desktop Cost-Per-Click (CPC) Desktop/Mobile Click-Through Rate (CTR) Boost 3.6% Original 5.7% Enhanced 45

46 Case Study: Enhanced Mobile Results 71% Share of Voice (Impression Share) 62% Original 46

47 Case Study: Enhanced Mobile Results Mobile day parting with 2X bid = no effect Geo-targeting sourced buyers from new targets We re talking with people looking to buy versus junk.

48 Questions? 48

49 Please visit the NADA University Online booth in the Expo Hall for information on accessing electronic versions of this slide presentation and the accompanying handout material, and to order the workshop video-recording. Two Google Advertising Tactics You Aren t Using Tim McLain Senior Marketing Manager Netsertive Research Triangle, NC Your Photo Goes Here 49