Two Google Advertising Tactics You Aren t Using

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1 Two Google Advertising Tactics You Aren t Using Tim McLain, Senior Marketing Manager Netsertive Research Triangle Region, NC

2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. 2

3 Learning Objectives Upon completion of this workshop, you will: See how a set of dealers use conquesting with search remarketing to drive up their qualified shopper click-through rate by more than 70 percent, while at the same time saving money by lowering their cost per conversion by almost half. Go in-depth into enhanced mobile campaigns, and learn how Google Premier Partners are helping dealers be found in strong positions on tablets and smart phones to win the zero moment of truth in their local market. Relate how these new Google tactics work together to help dealers sell 20 to 50 additional vehicles every month through the power of online discovery. 3

4 Marketing Reality Check Two New Tactics: Setting the Stage Mature marketers know: Local dealer websites are the preferred research source (versus OEMs) Ubiquitous mobile devices within reach What this means to you: Your website is your number-one marketing tool Bringing your recent website visitors back is top priority Mobile marketing reaches nearby, on-the-go shoppers across devices Do you have a strong digital foundation? Have you set, achieved your existing sales goals? First meet, surpass a set of key performance indicators (KPIs) Six marketing tactics to master first: Search Engine Marketing (SEM) Display banner advertising (GDN) Display retargeting Mobile (basic search ads) Call tracking and recording Landing pages (responsive) 4

5 Key Performance Indicators Key Performance Indicators Display Retargeting: Search Engine Marketing: 2-3 average ad position (Top 3) percent share of voice (impression share) Three to six percent click-through rate (CTR) Build remarketing list of recent website visitors Follow along display banners bring visitors back percent return visitors Mobile search advertising: Display Banner Advertising: Google Display Network (GDN) K impressions per month Contextually relevant sites, news, weather top performers Drive text ads to smartphones, tablets inside original campaign percent of website traffic Critical mass signaling readiness for enhanced campaign (advanced mobile) 5

6 Key Performance Indicators Key Performance Indicators Call tracking and recording: Embed tracking numbers Five to ten percent volume growth per month Quality versus quantity calls Online marketing impact: Set, achieve core sales goals 20 to 40 percent unit sales growth Do your online marketing KPIs measure up? Have your sales leveled off at your stated goal levels? 6

7 Two Tactics You re Not Using Why RLSAs? Bring back higher-value shoppers: New Google opportunities: Conquest with Remarketing for Search (RLSAs) Bring high-value cross-shoppers back to your website Enhanced Mobile Campaign Attract mobile shoppers Standard AdWords campaigns target all shoppers in your market RLSAs build an audience of recent site visitors o Familiar with your dealership o Lower cost per conversion Deliver tailored ads to this list to bring them back to convert Can have multiple RLSAs Models, services, conquesting 7

8 How: RLSAs Capabilities: RLSAs Build your audience (remarketing) lists: What you can do with remarketing: Embed tracking pixel on page(s) Audience list of visitors (AdWords) 100+ unique visitors trigger ads List used for search (and display) retargeting adgroups New adgroups use lists Speak to specific models, services recently viewed More efficient conquesting campaigns Convert recent cross-shoppers comparing the model viewed to competition 8

9 Problems Solved: RLSAs Brand keyword value-per-click low: Problems Solved: RLSAs High-traffic, popular terms don t covert: Bidding on brand ( ford dealer ) keywords $$$ in standard campaign RLSA adgroups set bid multiplier to display ad only to recent visitors Value-per-click higher for engaged audience vs. standard targeting Popular keywords ( car dealer ) attract less qualified clicks in standard campaign RLSA adgroups can be loaded with generic, popular terms Ads served only to recent visitors, convert at higher rate Broaden geography of RLSAs to attract shoppers from entire state or region 9

10 Best Practices: RLSAs Where to start: Pick keywords, adgroups delivering ads below top three Jenkins Nissan: RLSAs Target high-value shoppers to meet aggressive sales goal: Conquest comparison campaign RLSA smaller target audience, better targeting enhances chance to land in positions one to three. Value-per-click higher for engaged audience versus standard targeting Recent visitors delivered 71 percent CTR 46 percent lower cost per conversion 51 percent increase in sales (25 percent was goal) 10

11 Fort Myers Infiniti: RLSAs Deliver conquesting conversions from wider area: Original conquesting campaign underperforming, expensive clicks RLSAs over 30-mile area delivered 23 conversions per week 27 percent lower cost per conversion Faulkner Nissan: RLSAs Move Altima inventory with conquesting: Conquest comparison campaign Recent visitors delivered 40 percent CTR Expanded geo target to 50-mile radius Five percent conversion rate 16 percent conversion rate 11

12 Why: Enhanced Campaigns Smarter Ads Three areas of improvement: Smarter ads to better target users With enhanced campaigns: Deliver the right message to the right shopper based on location Device-specific bid adjustments Detailed conversion tracking and reporting Turn on ad extensions unique to device, time of day Enhance site links (deep website links) down to adgroup level 12

13 Better Bidding Conversion Tracking Manage bids by location, time, device: Better attribute digital spend to results: Raise/lower bid to attract nearby shoppers See which conversions started on one device and ended on another Modify bid to show up in higher position to nearby shoppers when you re open for business Bid higher/lower for a smartphone, tablet, or PC click Natively support advanced call tracking inside AdWords Calls automatically added as conversions within reporting 13

14 Performance BMW: Enhanced Campaigns Turn strong local mobile shopping into new site traffic, qualified leads: Performance BMW: Enhanced Campaigns Results of advanced mobile campaign within original campaign: Goal: Increase leads ten percent Target in-market mobile shoppers Move 25 percent of budget to enhanced campaign 2X bid multiplier Test day-parting (while open) Test hyper-local targeting, bidding Turn on device-specific ad extensions Create mobile ads, tailor keywords to devices (shorter text) 23 percent more leads in July percent of all site traffic from mobiles -18 percent cost-per-click (CPC) +58 percent click-through rate (CTR) -Seven percent websites traffic (total) 71 percent share of voice (impression share) in top positions, all devices Day-parting, hyper-local targeting, and bidding had no effect Clicks am or pm equal in value 14

Two Google Advertising Tactics You Aren t Using

Two Google Advertising Tactics You Aren t Using Two Google Advertising Tactics You Aren t Using Tim McLain Senior Marketing Manager Netsertive Research Triangle, NC 800-940-4351 tmclain@netsertive.com @tmclain Your Photo Goes Here 1 SOURCE: Vala Afshar,

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