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 Gino Cipperoni Automotive Digital Marketing Expert

2 Digital Marketing: The Status Quo Has Changed

3 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

4 Digital Marketing Strategies Today Dynamic Inventory Campaigns Make/Model Based Campaigns Foundation Campaigns (Dealer s name, Dealer terms, Competitors, etc ) Retargeting Display Advertising YouTube Video PreRoll Flat Rate Pricing Structure

5 Dynamic Inventory Ads

6 Retargeting

7 Digital Marketing Has Become Stale 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

8 Identify New Digital Marketing Strategies

9 New Strategies To Take Advantage Of Now! Direct Response vs. Branding SEO & SEM Automotive Dealer Ads (ADAs) Bing LotLinx Mobile Geo fencing Marketing To Hispanic Shoppers Digital Marketing For Fixed Ops Advanced ROI Reporting Marketing Channel Analysis

10 Direct Response VS. Branding

11 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 (form fill out, phone calls, chats, etc )

12 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 Digital Marketing tools offer dealers very low cost methods of getting their name and message out to potential customers

13 What Is Branding in Digital Marketing?

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

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

16 The Right Split Depends On Your Goals Each dealership has different marketing objectives Some dealers may need to spend more on branding to get their name out there Others may really need to start going after their market Whatever the case, each strategy needs to be custom fit to your current objectives

17 Track Your Spend

18 What To Do TODAY Work with your paid search vendor to figure out a budget split that meets your objectives: Branding vs. Direct Response Consistently monitor where your ad spend is going to make sure that spend is in-line with objectives Always be evaluating your situation and make adjustments as needed

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

20 SEO vs SEM 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

21 What Is Custom SEO Content Custom SEO Content is simply a custom made page on your website Custom content pages are written/created to reach searchers looking for specific topics in a defined geographic area Custom SEO pages should be properly constructed with correct Google Tagging Methods (i.e. Schema Markup) and must also be linked in your website menu bar for full effect

22 Custom SEO Content Pages A solid custom content strategy can not only give you a strong SEO boost, but can help to increase the efficiency of your paid search campaigns When created properly, custom content gains high authority within Google and boosts you up the search results pages Custom SEO on its own is a solid Branding tool that can help you rank highly for very specific searches

23 Example: Long-Tail Search On A New Model 2016 Honda Civic Dealer Near Me

24 Search performed in Chicago land Area.MA Dealer Is Ranking!

25 So How Can SEO Help SEM?

26 Custom SEO Content Helps SEM Quality Score is Google s measure of how relevant a PPC ad is to a user s search SEO A high quality score will bring your ads up the search results page and lower cost per click SEO content can have a direct impact on the Quality Scores of your ads SEO SEO

27 Long-Tail Search A Custom Digital Marketing Strategy Will Pull You Up The Rankings So That You Can OWN THE PAGE! PPC/SEM Custom SEO Content Inventory SEO

28 What To Do TODAY The good news is that most website vendors have fairly simple tools that allow you to create new pages on your website, so creating custom pages on your own should be a straightforward process However, it is always good to consult with your website/sem vendor to discuss the best ways to get these pages set up, and get them properly tagged on your site It is important to make sure your SEM/PPC vendor is in the loop with the creation of custom content pages so they can direct some paid search traffic to these pages

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

30 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.

31 Old Mobile Ad Format Automotive Dealer Ad

32 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

33 What To Do TODAY Fortunately, Google has recently made it much more simple to create ADAs Used to require specially designed ad creation software Get with your paid search vendor and make sure that they are set up to run ADAs This is an important step to take today because in the very short run you could be the first to market with ADAs, giving you a huge advantage over your competition

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

35 Understanding Hispanic Shoppers

36 Be There First! 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

37 Full Spanish Websites The best way to market to Hispanic shoppers is with a full Spanish language website A simple translate plugin on your current site won t cut it Hispanic shoppers find translated sites to be inauthentic, leading to a poor user experience

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39 Spanish Language Paid Search Spanish language ads are relatively inexpensive They offer a much better experience to the Spanish language shopper A Spanish language searcher in your market will NEVER see your PPC ads unless you have them set to run on the Spanish language search network

40 Start Reaching Hispanic Shoppers Today Here are the things you need to do to make Spanish marketing work today Optimize for Google.es Land them on a Full Spanish site Not a simple translated site All of your 3 rd party plugins need to be Spanish Chat Trade in too Credit app Service scheduler SEM in Spanish Reporting!

41 Digital Marketing for Fixed Ops: Conquesting At The Highest Level

42 Marketing For Fixed Ops At A Glance Marketing Budget Fixed Ops Budget Revenue 5% $100,000 Sales 50% Service 50% Profit From New Car Sales = 5% Profit From Used Car Sales = 10% Profit from Labor = 70% Profit From Parts = 40%

43 Why Is This the Case? Political It s generally the GM and/or Internet Managers who decide where to spend the digital marketing budget Their pay is tied to SALES, not service Technological The technology available for service centers is not on par with technology available to sales i.e. There are no website providers offering individual parts listing pages that you can advertise

44 So What Can We Do With The 5%?

45 Advertise Your Fixed Ops Department For the most part, marketing efforts for fixed ops have been offline (i.e. mailers) However, service customers are all over the internet Take part of that 5% and start running ad campaigns on the internet for fixed ops because your competitors ARE NOT DOING THIS!

46 Simple, Inexpensive Digital Marketing For Service: Example Oil Change Offers

47 Advertise For Oil Change #1 service is oil change You can service virtually ANY customer that comes to your service lane looking for an oil change This gives you a chance to get their car up on the rack and upsell them other products/services Plus, with a strong equity mining tool, you can easily turn a good number of your service customers into vehicle sales

48 Easy Campaign Setup The simplest and most cost-effective way to reach oil change searchers is with a simple AdWords Express campaign AdWords express is a fairly automated process. PLUS, AdWords Express campaigns generally come with a low average cost per click As long as your Google+ page is set up with the proper categories, setting up these campaigns is a very straightforward process.

49 Example Search Results: No Competition From Dealers!

50 No Dealers Advertising Fixed Ops

51 What to do TODAY Add oil change to Google+ page categories Not just important for AdWords Express, but for SEO as well Get Adwords Express set up. Your vendor should be able to take care of this in a matter of minutes Landing page needs info that customers are looking for Make sure your offers are clearly reflected

52 Yahoo/Bing: Search Network Getting Larger Month After Month

53 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

54 Yahoo/Bing Is Growing

55 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

56 What to do TODAY It s now easier than ever to set up a Yahoo/Bing account Speak with your vendor about getting you set up with Yahoo/Bing It s also crucial that they re able to track ROI on this network effectively in order to make sure that the right amount of budget is being allocated to Yahoo/Bing Yahoo/Bing has minimal competition for automotive keywords, so beat your competitors to the punch and get there first!

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

58 How Should You Be Spending Your Budget There are a lot of marketing outlets available to dealers Google, Yahoo/Bing, LotLinx, Craigslist, Facebook, Twitter, etc How do you know how much of your total budget should be allocated to each different marketing channel? By implementing true side-by-side comparisons of the results, you and your SEM/PPC vendor can come to the proper budget mix provided the right tracking tools are in place

59 Compare & Contrast

60 Apples-To-Apples Channel Analysis

61 What to do TODAY This is going to be on your SEM/PPC vendor Ensure that they have the proper tracking set up for each network, and are running the numbers against each other to ensure that your budget is always fully optimized for every marketing channel they re utilizing on your behalf

62 None of This Matters If We Can t Properly Track ROI

63 Your Website Should Be Your #1 Tracking Tool When it comes to properly tracking digital marketing spend, your website can be your greatest asset, or your biggest enemy The problem comes when there are too many plug-ins that are hampering complete integration and tracking The right website vendor should be able to offer you seamless tracking, as long as they have integration with all lead forms and tools

64 95% Of The Automotive Industry Is Lost When it comes to tracking ROI, almost every dealership is missing the mark Because of the extreme use of 3 rd party plugins across the industry, there are too many ROI Blind Spots on most dealer sites These Blind Spots prevent dealers from gaining true insights on what s actually happening with their paid search campaigns

65 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

66 How To Identify ROI Blind Spots Whenever you use a 3 rd party plug-in to generate lead information, that system creates a Blind Spot in your ROI tracking For example, if you use KBB for your trade-in evaluator, you can t track a lead s source from that system since the lead was filled out on a different platform from your website By minimizing the amount of 3 rd party plug-ins you use, and by working with a website vendor that has these tools integrated into their platform, you can get a much more complete ROI

67 What to do TODAY Unfortunately, this is not an easy task Most website vendors on the market do not offer integrated tools that can fully replace your 3 rd party plug-ins The best thing to do is contact your website vendor, analyze what can be done today, and try to work with them to get deeper levels of integration and tracking implemented on your platform

68 Thank You! Gino Cipperoni Automotive Digital Marketing Expert Dealer e Process Office: gino@dealereprocess.com