Strategy-Process-Training-Results
Dealer Budgets Exposed:
How To Create An Effective Marketing Budget
Brian Pasch
CEO
PCG ...
Strategy-Process-Training-Results
Moderator
Becky Ross
Marketing Manager
(303) 228-8753
bross@kpaonline.com
Strategy-Process-Training-Results
Presenter
Brian Pasch
CEO
PCG Digital Marketing
(732) 450-8200
brian@pcgmailer.com
Strategy-Process-Training-Results
• Need Login and Password For Google Analytics
• Need Traditional Media Budget
• Need Di...
Strategy-Process-Training-Results
Connect With Me
 Twitter: @AutomotiveSEO
 LinkedIn: http://www.linkedin.com/in/brianpa...
Strategy-Process-Training-Results
21 Chapters covering
that latest strategies
to create a
competitive
advantage in your
lo...
Strategy-Process-Training-Results
How We Are Serving Dealers
SEO
SEM
IRM
Social
Chat
Assessment
Strategy
Process
Training
...
Strategy-Process-Training-Results
Assessment
Strategy
Process
Training
Insights
Strategy-Process-Training-Results
Groups That Trust Our Advice
Strategy-Process-Training-Results
What Are Smart Groups Doing?
• Hiring Centralized Resources For Some Functions
• Running...
Strategy-Process-Training-Results
• Engaging in Service Drive Equity Mining
• Connecting With Mobile Consumers.
• Engaging...
Strategy-Process-Training-Results
The New Digital Customer
Strategy-Process-Training-Results
Objective: Crush A Bug
Strategy-Process-Training-Results
More than
a year
7%
2-3 months
23%
4-6 months
17%
7-12 months
10%
A month
17%
1%
One day...
Strategy-Process-Training-Results
Shoppers enter the market with
brands in mind12%
Vehicle
Segment
25%
3rd Party Auto
Site...
Strategy-Process-Training-Results
Shoppers enter the market with
brands in mind12%
Vehicle
Segment 43%
Competitor
Brand
25...
Strategy-Process-Training-Results
….yet, most shoppers will switch
12%
Vehicle
Segment
43%
Competitor Brand
25%
3rd Party
...
Strategy-Process-Training-Results
Our Marketing Budgets for 2013 Must
Connect With Today’s Car Shopper!
Let’s Look at the ...
Strategy-Process-Training-Results
Open-minded shoppers are younger
55+
35-54
18-34
55+
35-54
18-34
4+ Brands1 Brand
Strategy-Process-Training-Results
Open Minded Shoppers are likely to have switched to
another brand
28%
48%
60%
72%
52%
40...
Strategy-Process-Training-Results
How do you reach these open-minded
shoppers?
Strategy-Process-Training-Results
50%
61%
64%
70%
76%
82%
83%
Radio
Flyers/Brochures
Magazines
Newspapers
TV
Video Sites
S...
Strategy-Process-Training-Results
48%
50%
61%
64%
70%
72%
76%
76%
79%
82%
83%
Family & Friends
Regional Dealer Sites
Profe...
Strategy-Process-Training-Results
49%
37%
44%
26%
41%
46%
51%
43%
48%
18%
15%
18%
30%
26%
21%
20%
25%
23%
3%
24%
5%
3%
9%
...
Strategy-Process-Training-Results
Take The Mobile Test
Strategy-Process-Training-Results
Online video moves them to act
30%
32%
46%
47%
57%
50%
26%
25%
26%
25%
37%
45%
6%
13%
17...
Strategy-Process-Training-Results
Take The Video Test
Strategy-Process-Training-Results
Auto shoppers love video
Video is considered the most engaging ad format
Source: Google/...
Strategy-Process-Training-Results
This New Data Begs Some Questions
How Much Of Your Marketing Budget is Allocated to:
• M...
Strategy-Process-Training-Results
How are auto shoppers
utilizing the web throughout
the path to purchase?
Strategy-Process-Training-Results
vehicle shopping searches have grown +300% over
the past 5 years
+40% query growth Y/Y
S...
Strategy-Process-Training-Results
and many of them find your site from Search
Source: Google/Compete/Polk, Auto Buy Flow S...
Strategy-Process-Training-Results
auto shoppers search often
84% of shoppers searched more than once
Source: Google/Compet...
Strategy-Process-Training-Results
auto shoppers use a variety of devices
Different device behavior implicates different st...
Strategy-Process-Training-Results
as consumer’s rely more on their connected devices, this percentage will
only continue t...
Strategy-Process-Training-Results
mobile search is used for lower funnel
behavior
Source: Google/Compete/Polk, Auto Buy Fl...
Strategy-Process-Training-Results
but search isn’t their only information source
Average auto shopper uses 18.2 informatio...
Strategy-Process-Training-Results
in fact, they spend most of their time online elsewhere
Source: Online Publishing Associ...
Strategy-Process-Training-Results
winning customers online goes beyond Search
Dealers will increase investment in online b...
Strategy-Process-Training-Results
you can reach shoppers with Display
Strategy-Process-Training-Results
display will make search better
Increase likelihood to purchase by 8%
iProspect & Comsco...
Strategy-Process-Training-Results
Get more mileage from your TV ads by putting
them on YouTube
Skip this ad now >>
[clicka...
Strategy-Process-Training-Results
Auto shoppers share their experiences
80% of auto shoppers want to talk about their purc...
Strategy-Process-Training-Results
Users trust reviews from family and
friends more than any other
advertising source
76%
o...
Strategy-Process-Training-Results
How can your dealers
succeed in the online
space?
Strategy-Process-Training-Results
Search
Strategy-Process-Training-ResultsSEARCH
Strategy-Process-Training-Results
SEM
SEO
Strategy-Process-Training-Results
good to great ads
Good ad
ad copy with a call to action
sitelink extensions
Better ad
ca...
Strategy-Process-Training-Results
opt into mobileClick to Call
Strategy-Process-Training-Results
location
extensions
Strategy-Process-Training-Results
bid by distance mobile beta
Increase your share of voice among mobile users near your de...
Strategy-Process-Training-Results
Mobile Offer Ads
Strategy-Process-Training-Results
Paid search checklist
bid on all relevant keywords 
show ads on all devices 
write com...
Strategy-Process-Training-Results
Display/Video
Strategy-Process-Training-Results
re-engage site visitors with Remarketing
Just like following up with people who visit yo...
Strategy-Process-Training-Results
what if you could make your display
advertising more like your search
advertising?
Strategy-Process-Training-Results
Contextual targeting
Target sites on a keyword basis – more refined than ever
text ad
im...
Strategy-Process-Training-Results
what if you could only show ads to
people shopping for a car?
Strategy-Process-Training-Results
Interest category marketing
Allows you to show ads only to people shopping for cars
text...
Strategy-Process-Training-Results
what if you only paid if someone
watched your commercial?
Strategy-Process-Training-Results
Trueview in-stream
Pay only when a user watches your video
Skip this ad now >>
[clickabl...
Strategy-Process-Training-Results
Trueview in-search
Promote your videos ads when people are searching for your content
Ad...
Strategy-Process-Training-Results
Display & Video checklist
implement remarketing tags on website 
advertise to customers...
Strategy-Process-Training-Results
Napkin Math For Traffic Attribution
Strategy-Process-Training-Results
Three Basic Questions
What percentage of your customers use the
Internet to research a c...
Strategy-Process-Training-Results
General Motors Dealership
Monthly Budget:
$100,000 Traditional
$23,000 Digital
Adwords W...
Strategy-Process-Training-Results
Traditional Spending:
$60K on Radio
$20K on TV
$10K on Print
$10K on Direct Mail
Digital...
Strategy-Process-Training-Results
Total Website Visitors: 5,054
Direct: 1,279
Home Page: 1,024
Organic: 2,739
Referrals: 1...
Strategy-Process-Training-Results
May 29, 8:30a PST
AutoTrader.com
May 29, 11:46a
From Google PAID, clicks to
kengarffford...
Strategy-Process-Training-Results
Napkin Math Formula #2 – Middle Road
Home Page Direct: 1,024
Organic Searches with Name:...
Strategy-Process-Training-Results
Napkin Math Formula #3 – More Realistic
Home Page Direct: 1,024
Organic Searches with Na...
Strategy-Process-Training-Results
Traffic Now Analysis
Napkin Math 1: $20.46
Napkin Math 2: $29.05
Napkin Math 3: $42.82
S...
Strategy-Process-Training-Results
Traffic Now Analysis from Traditional
Napkin Math 1: $20.46 per visitor
Napkin Math 2: $...
Strategy-Process-Training-Results
Chevrolet Store – August 2012
Monthly Budget:
Traditional: $16,486
Digital: $17,482
Tota...
Strategy-Process-Training-Results
Napkin Math Formula #1 - Generous
Home Page Direct: 1,350
Organic Searches with Name: 2,...
Strategy-Process-Training-Results
Napkin Math Formula #2 – Middle Road
Home Page Direct: 1,350 945
Organic Searches with N...
Strategy-Process-Training-Results
Napkin Math Formula #3 – More Realistic
If you shut off all traditional
advertising this...
Strategy-Process-Training-Results
Traffic Now Analysis from Traditional
Napkin Math 1: $3.68 per visitor
Napkin Math 2: $5...
Strategy-Process-Training-Results
AutoTrader Statistics: August
Used Car VDP’s: 2,977
New Car VDP’s: 628
Total: 3,605 VDP ...
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Dealer Budgets Exposed: How To Create An Effective Marketing Budget

  1. 1. Strategy-Process-Training-Results Dealer Budgets Exposed: How To Create An Effective Marketing Budget Brian Pasch CEO PCG Digital Marketing
  2. 2. Strategy-Process-Training-Results Moderator Becky Ross Marketing Manager (303) 228-8753 bross@kpaonline.com
  3. 3. Strategy-Process-Training-Results Presenter Brian Pasch CEO PCG Digital Marketing (732) 450-8200 brian@pcgmailer.com
  4. 4. Strategy-Process-Training-Results • Need Login and Password For Google Analytics • Need Traditional Media Budget • Need Digital Budget • PPC Budget Specifically: CPC Be A Part Of The Experience Email to: Carrie@pcgmailer.com
  5. 5. Strategy-Process-Training-Results Connect With Me  Twitter: @AutomotiveSEO  LinkedIn: http://www.linkedin.com/in/brianpasch  Google+ http://bit.ly/BrianPaschPlus  Facebook: https://www.facebook.com/brianpasch  Email: brian@pcgmailer.com
  6. 6. Strategy-Process-Training-Results 21 Chapters covering that latest strategies to create a competitive advantage in your local market. Best Seller in Automotive Category on Amazon.com
  7. 7. Strategy-Process-Training-Results How We Are Serving Dealers SEO SEM IRM Social Chat Assessment Strategy Process Training Insights Digital Marketing Blitz – Jan 23rd DMSC – February 5-7th Orlando Automotive Boot Camp – May Philadelphia Digital Warrior Academy AutoCon – September
  8. 8. Strategy-Process-Training-Results Assessment Strategy Process Training Insights
  9. 9. Strategy-Process-Training-Results Groups That Trust Our Advice
  10. 10. Strategy-Process-Training-Results What Are Smart Groups Doing? • Hiring Centralized Resources For Some Functions • Running Their Business Via Data & Internet Analytics • Upgrading Their Commitment to CRM Utilization • Fixing Broken Phone & Leading Handling Processes • Shifting Marketing Dollars from Traditional to Digital • Focusing on their Online CSI scores and not just the OEM CSI scores.
  11. 11. Strategy-Process-Training-Results • Engaging in Service Drive Equity Mining • Connecting With Mobile Consumers. • Engaging Shoppers With Video Marketing Messages. • Realizing They Only Know- What They Know. • Getting Their Marketing Budgets Aligned With Today’s Car Shopper. What Are Smart Groups Doing?
  12. 12. Strategy-Process-Training-Results The New Digital Customer
  13. 13. Strategy-Process-Training-Results Objective: Crush A Bug
  14. 14. Strategy-Process-Training-Results More than a year 7% 2-3 months 23% 4-6 months 17% 7-12 months 10% A month 17% 1% One day 2%2-3 days 3%4-6 days 2% A week 6% 2 weeks 5% 3 weeks 4% 5-8 hours 0% auto shoppers are in market longer than ever majority of auto shoppers are in market for 2 months or more 80% start their search with a different manufacturer in mind then the the manufacturer brand in which they purchased a vehicle. 74% Over 1 Month of auto shoppers are in-market for
  15. 15. Strategy-Process-Training-Results Shoppers enter the market with brands in mind12% Vehicle Segment 25% 3rd Party Auto Site 20% Brand Purchased 12% Vehicle Segment 43% Competitor Brand 25% 3rd Party Auto Site 20% Brand Purchased Source: Compete Vehicle Cross Shopping Analysis, July 2012.
  16. 16. Strategy-Process-Training-Results Shoppers enter the market with brands in mind12% Vehicle Segment 43% Competitor Brand 25% 3rd Party Auto Site 20% Brand Purchased 12% Vehicle Segment 43% Competitor Brand 25% 3rd Party Auto Site 20% Brand Purchased 63% of purchasers start with a brand in mind Source: Compete Vehicle Cross Shopping Analysis, July 2012.
  17. 17. Strategy-Process-Training-Results ….yet, most shoppers will switch 12% Vehicle Segment 43% Competitor Brand 25% 3rd Party Auto Site 20% Brand Purchased 20% of purchasers start with the brand they buy Source: Compete Vehicle Cross Shopping Analysis, July 2012.
  18. 18. Strategy-Process-Training-Results Our Marketing Budgets for 2013 Must Connect With Today’s Car Shopper! Let’s Look at the differences between the younger “open-minded” buyers and those that are 55+ and are more likely to have settled a brand of car they like…
  19. 19. Strategy-Process-Training-Results Open-minded shoppers are younger 55+ 35-54 18-34 55+ 35-54 18-34 4+ Brands1 Brand
  20. 20. Strategy-Process-Training-Results Open Minded Shoppers are likely to have switched to another brand 28% 48% 60% 72% 52% 40% 1 Brand 2-3 Brands 4+ Brands Yes No Source: ‘Constant Consideration’: Vehicle Shopper’s Path to Purchase” Compete 2012. Was this the first time your ever purchased this brand?
  21. 21. Strategy-Process-Training-Results How do you reach these open-minded shoppers?
  22. 22. Strategy-Process-Training-Results 50% 61% 64% 70% 76% 82% 83% Radio Flyers/Brochures Magazines Newspapers TV Video Sites Social Networking Sites Newspaper Sites Online Mapping Tools Family Members/Friends Regional Dealer Sites Professional Review Sites Blogs/Forums Vehical Evaluation Sites Salesperson Search Engines Visited a Dealership Test Drive OEM Sites Dealership Sites with 7 of the Top 10 sources shoppers turn to being digital Source: ‘Constant Consideration’: Vehicle Shopper’s Path to Purchase” Compete 2012.
  23. 23. Strategy-Process-Training-Results 48% 50% 61% 64% 70% 72% 76% 76% 79% 82% 83% Family & Friends Regional Dealer Sites Professional Review Sites Blogs/Forums Vehical Evaluation Sites Salesperson Search Engines Visited a Dealership Test Drive OEM Sites Dealership Sites Online usage is surpassing that of offline Source: ‘Constant Consideration’: Vehicle Shopper’s Path to Purchase” Compete 2012. Which sources did you use to look for information?
  24. 24. Strategy-Process-Training-Results 49% 37% 44% 26% 41% 46% 51% 43% 48% 18% 15% 18% 30% 26% 21% 20% 25% 23% 3% 24% 5% 3% 9% 13% 16% 20% 18% Looked at 3rd party/Consumer reviews Texted/IM’d someone for their opinion Used comparison tool Checked address/hours of dealership Looked for discounts/offers Checked to see if it was in stock Sent a picture Checked price at other dealerships Reviewed description of specific model 1 Brand 2-3 Brands 4+ Brands Source: ‘Constant Consideration’: Vehicle Shopper’s Path to Purchase” Compete 2012. Which activities did you perform on your mobile device?
  25. 25. Strategy-Process-Training-Results Take The Mobile Test
  26. 26. Strategy-Process-Training-Results Online video moves them to act 30% 32% 46% 47% 57% 50% 26% 25% 26% 25% 37% 45% 6% 13% 17% 14% 33% 47% Used mobile to find info Shared an online video Talked to friends, family or colleagues about vehicles Searched dealer inventory/availability of a specific vehicle Visited a dealership Used my computer to find info 1 Brand 2-3 Brands 4+ Brands Source: ‘Constant Consideration’: Vehicle Shopper’s Path to Purchase” Compete 2012. As a result of watching an online video, which actions did you perform?
  27. 27. Strategy-Process-Training-Results Take The Video Test
  28. 28. Strategy-Process-Training-Results Auto shoppers love video Video is considered the most engaging ad format Source: Google/Compete/Polk, Auto Buy Flow Study, June 2011 52%of car shoppers find online video ads the most useful ads in their shopping process 40%of car shoppers decided which company to purchase from based on an online video ad 30%of car shoppers were prompted to start shopping by seeing an online video ad
  29. 29. Strategy-Process-Training-Results This New Data Begs Some Questions How Much Of Your Marketing Budget is Allocated to: • Mobile Marketing • Video Marketing • Conquest Marketing • Search Visibility • Merchandising Your Website • Do you really stand out?
  30. 30. Strategy-Process-Training-Results How are auto shoppers utilizing the web throughout the path to purchase?
  31. 31. Strategy-Process-Training-Results vehicle shopping searches have grown +300% over the past 5 years +40% query growth Y/Y Source: Google Internal Data, Jan 2007 – June 2012. 1/1/07 1/1/08 1/1/09 1/1/10 1/1/11 1/1/12 Vehicle Shopping Queries on Google.com
  32. 32. Strategy-Process-Training-Results and many of them find your site from Search Source: Google/Compete/Polk, Auto Buy Flow Study, June 2011 33% 36% 42% 55% 0% 10% 20% 30% 40% 50% 60% 2007 Purchasers 2008 Purchasers 2009 Purchasers 2010 Purchasers Dealership Site Search Referred Visitation by Purchase Year (Clickstream Data; Share of Purchasers Anytime During the 6-Months Prior to Purchase) 55% search refers more than half of shoppers to dealer sites
  33. 33. Strategy-Process-Training-Results auto shoppers search often 84% of shoppers searched more than once Source: Google/Compete/Polk, Auto Buy Flow Study, June 2011 16% 11% 14% 19% 40% Searches 10+ 5-9 3-4 2 1 Number of Automotive Search Queries Purchasers; Jan – Dec 2010
  34. 34. Strategy-Process-Training-Results auto shoppers use a variety of devices Different device behavior implicates different strategies Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes. 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop Day EveningMorningNight Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume)
  35. 35. Strategy-Process-Training-Results as consumer’s rely more on their connected devices, this percentage will only continue to grow… nearly 1 in 5 auto queries are mobile By 2013 40% of auto queries will come from a mobile device
  36. 36. Strategy-Process-Training-Results mobile search is used for lower funnel behavior Source: Google/Compete/Polk, Auto Buy Flow Study, June 2011 44% use their device for price comparison on the dealer lot.32% use their smartphone to find a dealership. 23% use them for contacting dealerships. 21% of top dealer searches come on mobile devices. 48% Looked up dealer information
  37. 37. Strategy-Process-Training-Results but search isn’t their only information source Average auto shopper uses 18.2 information sources Source: Google/Shopper Sciences, Automotive ZMOT Study, 2012 18.2 information sources are used by car shoppers Automotive ZMOT Study, 2012 25.6 information sources are used by car shoppers 18 – 34 years old – 11 more than the average over 50 year old read automobile reviews or endorsements online watched videos about automobiles online talked to a customer service representative online requested a quote for an automobile went on a test drive read comments following an article online talked with friends and family saw a TV ad
  38. 38. Strategy-Process-Training-Results in fact, they spend most of their time online elsewhere Source: Online Publishing Association and Nielsen/NetRatings, August 2010 Search 5% Email & IM 20% Commerce 11% Content 38% Community 26%
  39. 39. Strategy-Process-Training-Results winning customers online goes beyond Search Dealers will increase investment in online branding solutions Source: Borrell Associates, 2012 Automotive Advertising Outlook, May 1, 2012 $0 $1,000 $2,000 $3,000 $4,000 $5,000 2011 2012 2013 2014 2015 2016 Display - Run of Site Display Targeted Email Paid Search Video Franchise car dealers online ad spending in $millions
  40. 40. Strategy-Process-Training-Results you can reach shoppers with Display
  41. 41. Strategy-Process-Training-Results display will make search better Increase likelihood to purchase by 8% iProspect & Comscore real branding implications of digital media - August 2011. Share of exposed respondents who answered affirmative. i.e., 38% of those exposed to a search & display ad were able to recall a brand unaided 17% 26% 26% 38% 33% 34% Unaided Brand Recall Likelihood to visit a brand's website Likelihood to purchase Search Only Search + Display
  42. 42. Strategy-Process-Training-Results Get more mileage from your TV ads by putting them on YouTube Skip this ad now >> [clickable banner] [your TV spots or online videos]
  43. 43. Strategy-Process-Training-Results Auto shoppers share their experiences 80% of auto shoppers want to talk about their purchase experience - with nearly half sharing their experience digitally Source: Google/Compete/Polk, Auto Buy Flow Study, June 2011 7% Wrote a customer review on a website 9% Wrote about it on a social network page 18% 30% Mentioned it to a co-worker or took an online survey 63% More than Mentioned it to friends/family Blogged about their experience
  44. 44. Strategy-Process-Training-Results Users trust reviews from family and friends more than any other advertising source 76% of users trust personal recommendations when making purchases 49% of users trust online consumer opinions Source: The Nielsen Company, “Trends in Advertising Spend and Effectiveness, “ June 10, 2011
  45. 45. Strategy-Process-Training-Results How can your dealers succeed in the online space?
  46. 46. Strategy-Process-Training-Results Search
  47. 47. Strategy-Process-Training-ResultsSEARCH
  48. 48. Strategy-Process-Training-Results SEM SEO
  49. 49. Strategy-Process-Training-Results good to great ads Good ad ad copy with a call to action sitelink extensions Better ad call extensions Great ad location extensions “Sitelinks help us engage users faster with more options, and reduce wasted clicks” “With Location Extensions we feed our Google Places address into our ad, and help users get directions as soon as possible in the ad itself” 1 (866) 664-6921)
  50. 50. Strategy-Process-Training-Results opt into mobileClick to Call
  51. 51. Strategy-Process-Training-Results location extensions
  52. 52. Strategy-Process-Training-Results bid by distance mobile beta Increase your share of voice among mobile users near your dealership
  53. 53. Strategy-Process-Training-Results Mobile Offer Ads
  54. 54. Strategy-Process-Training-Results Paid search checklist bid on all relevant keywords  show ads on all devices  write compelling, useful ads  use sitelinks, call and location extensions  create a mobile optimized site  test bid by distance or offer ads  optimize your investment 
  55. 55. Strategy-Process-Training-Results Display/Video
  56. 56. Strategy-Process-Training-Results re-engage site visitors with Remarketing Just like following up with people who visit your lot – why not follow up with people who visit your ‘online lot?’ 1 2 3 your ad here
  57. 57. Strategy-Process-Training-Results what if you could make your display advertising more like your search advertising?
  58. 58. Strategy-Process-Training-Results Contextual targeting Target sites on a keyword basis – more refined than ever text ad image ad video ad sitekeyword ad Display 2012 Chrysler 300 Dodge Dart prices Ram specs
  59. 59. Strategy-Process-Training-Results what if you could only show ads to people shopping for a car?
  60. 60. Strategy-Process-Training-Results Interest category marketing Allows you to show ads only to people shopping for cars text ad image ad video ad Display
  61. 61. Strategy-Process-Training-Results what if you only paid if someone watched your commercial?
  62. 62. Strategy-Process-Training-Results Trueview in-stream Pay only when a user watches your video Skip this ad now >> [clickable banner] [your TV spots or online videos]
  63. 63. Strategy-Process-Training-Results Trueview in-search Promote your videos ads when people are searching for your content Ads [your video thumbnail] by yourdealershipvideos | 12,351 views
  64. 64. Strategy-Process-Training-Results Display & Video checklist implement remarketing tags on website  advertise to customers on your remarketing list  create a free YouTube brand channel  test online branding with contextual or behavioral targeting  upload videos to the channel  test promoted videos on YouTube  take existing TV commercials and run them on TrueView 
  65. 65. Strategy-Process-Training-Results Napkin Math For Traffic Attribution
  66. 66. Strategy-Process-Training-Results Three Basic Questions What percentage of your customers use the Internet to research a car before coming to the dealership to make a purchase? What do consumers primarily do when they visit your website? What are you best options to expose your inventory to in-market consumers?
  67. 67. Strategy-Process-Training-Results General Motors Dealership Monthly Budget: $100,000 Traditional $23,000 Digital Adwords Was Not Being Used at All Total Website Visitors: 5,054 Direct: 1,279 (i.e. www.dealerwebsite.com) Home Page: 1,024 Organic: 2,739 Referrals: 1,036 Organic Visitors: 2,739 Used Dealership Name in Search: 1,378 Did Not Use Dealership Name: 786 Unknown: 482 Referral Traffic: 1,036 (top 3 sources listed below) Group Portal: 423 Used Car Site: 69 Email Campaigns: 100
  68. 68. Strategy-Process-Training-Results Traditional Spending: $60K on Radio $20K on TV $10K on Print $10K on Direct Mail Digital Spending: $5,000 Autotrader $3,500 Cars.com $4,500 TIM $3,000 Cobalt DAP to OEM Site $1,000 SEO/IRM $3,000 OEM Leads $2,000 Website Package $1,000 Misc $100,000 $23,000 Marketing Strategy Let say $60,000 is touching Internet Shoppers
  69. 69. Strategy-Process-Training-Results Total Website Visitors: 5,054 Direct: 1,279 Home Page: 1,024 Organic: 2,739 Referrals: 1,036 Organic Visitors: 2,739 Used Dealership Name in Search: 1,378 Did Not Use Dealership Name: 786 Unknown: 482 Referral Traffic: 1,036 (top 3 sources listed below) Group Portal: 423 Used Car Site: 69 Email Campaigns: 100 Napkin Math Formula #1 - Generous Home Page Direct: 1,024 Organic Searches with Name: 1,378 Portion of Unknown: 300 Portion of Non Branded Organic: 100 Portion of Group Portal: 150 Total Attributed to Traditional: 2,932 $60,000 / 2,932 = $20.46 / visit
  70. 70. Strategy-Process-Training-Results May 29, 8:30a PST AutoTrader.com May 29, 11:46a From Google PAID, clicks to kengarffford.com and navigates to inventory page May 29, 2:18p From Google, clicked back to the same inventory page as earlier May 30, 12:04p AutoTrader.com June 1, 2:23p Direct to KenGarffFord.com June 7, 2:25p Direct to KenGarffFord.com June 7, 2:26p: Phone call to the dynamic number listed on the dealer website; Customer: Arturo called from: 510-xxx-xxxx May 29, 11:45a Google Organic, search term "Ken Garff Ford Utah" Google May 29, 2:18p Google Organic, search term "Ken Garff Ford" Google
  71. 71. Strategy-Process-Training-Results Napkin Math Formula #2 – Middle Road Home Page Direct: 1,024 Organic Searches with Name: 1,378 Portion of Unknown: 300 Portion of Non Branded Organic: 100 Portion of Group Portal: 150 Total Attributed to Traditional: 2,932 Home Page Direct: 1,024 716 Organic Searches with Name: 1,378 964 Portion of Unknown: 300 210 Portion of Non Branded Organic: 100 70 Portion of Group Portal: 150 105 Total Attributed to Traditional: 2,932 2,065 Autotrader & Cars.com influences direct traffic and searches on Dealer’s Name. 30% Overlap in visitors at least! 30,000 VDP views on Autotrader.com So let’s reduce traditional influence by 30% $60,000 / 2,065 = $29.05 / visit
  72. 72. Strategy-Process-Training-Results Napkin Math Formula #3 – More Realistic Home Page Direct: 1,024 Organic Searches with Name: 1,378 Portion of Unknown: 300 Portion of Non Branded Organic: 100 Portion of Group Portal: 150 Total Attributed to Traditional: 2,932 Home Page Direct: 1,024 512 Organic Searches with Name: 1,378 689 Portion of Unknown: 300 150 Portion of Non Branded Organic: 100 50 Portion of Group Portal: 150 75 Total Attributed to Traditional: 2,932 1,401 If you shut off all traditional advertising this month, what would the branded and direct Internet traffic do? Let’s say the traffic is cut in half…because of the branding and location, people will still know to search that name. $60,000 / 2,065 = $42.82/ visit
  73. 73. Strategy-Process-Training-Results Traffic Now Analysis Napkin Math 1: $20.46 Napkin Math 2: $29.05 Napkin Math 3: $42.82 So if we want to increase the number of people who see our in stock vehicles, why wouldn’t we look for affordable solutions to drive more eyeballs to our VDP’s?
  74. 74. Strategy-Process-Training-Results Traffic Now Analysis from Traditional Napkin Math 1: $20.46 per visitor Napkin Math 2: $29.05 per visitor Napkin Math 3: $42.82 per visitor So, have you maximized your Digital Channels? Google Advertising Averages for Dealers SEM: $2.00 - $3.50 per visitor Display: $2.00 - $2.50 per visitor Retargeting: $1.75 - $2.50 per visitor Mobile Apps: 15 cents – 50 cents Pre-Roll 25 cents per view (2.50/click)
  75. 75. Strategy-Process-Training-Results Chevrolet Store – August 2012 Monthly Budget: Traditional: $16,486 Digital: $17,482 Total Website Visitors: 8,970 Direct: 2,210 Home Page: 1,350 Organic: 4,394 Paid: 1,564 clicks based on SEM budget Referrals: 802 Organic Visitors: 4,394 Used Dealership Name in Search: 2,401 Did Not Use Dealership Name: 1,316 Unknown: 677 Referral Traffic: 802 (top sources listed below) Google: 126 Autotrader: 45 Sunrise Blog: 69 Cars.com: 32 Tier 2 Site: 58 Portal Site: 23
  76. 76. Strategy-Process-Training-Results Napkin Math Formula #1 - Generous Home Page Direct: 1,350 Organic Searches with Name: 2,401 Portion of Unknown: 400 Portion of Non Branded Organic: 300 Group Portal: 23 Total Attributed to Traditional: 4,474 $16,486 / 4,474 = $3.68 / visit Total Website Visitors: 8,970 Direct: 2,210 Home Page: 1,350 Organic: 4,394 Paid: 1,564 Referrals: 802 Organic Visitors: 4,394 Used Dealership Name in Search: 2,401 Did Not Use Dealership Name: 1,316 Unknown: 677 Referral Traffic: 802 (top sources listed below) Google: 126 Autotrader: 45 Sunrise Blog: 69 Cars.com: 32 Tier 2: 58 Portal Site: 23
  77. 77. Strategy-Process-Training-Results Napkin Math Formula #2 – Middle Road Home Page Direct: 1,350 945 Organic Searches with Name: 2,401 1,681 Portion of Unknown: 400 147 Portion of Non Branded Organic: 300 210 Portion of Group Portal: 23 17 Total Attributed to Traditional: 4,474 3,000 Autotrader & Cars.com influences direct traffic and searches on Dealer’s Name. 30% Overlap in visitors at least! So let’s reduce traditional influence by 30% $16,486 / 3,000 = $5.49 / visit Home Page Direct: 1,350 Organic Searches with Name: 2,401 Portion of Unknown: 400 Portion of Non Branded Organic: 300 Group Portal: 23 Total Attributed to Traditional: 4,474
  78. 78. Strategy-Process-Training-Results Napkin Math Formula #3 – More Realistic If you shut off all traditional advertising this month, what would the branded and direct Internet traffic do? Let’s say the traffic is cut in half…because of the branding and location, people will still know to search that name. $16,486 / 2,237 = $7.36 / visit Home Page Direct: 1,350 675 Organic Searches with Name: 2,401 1,200 Portion of Unknown: 400 200 Portion of Non Branded Organic: 300 150 Portion of Group Portal: 23 11 Total Attributed to Traditional: 4,474 2,237 Home Page Direct: 1,350 Organic Searches with Name: 2,401 Portion of Unknown: 400 Portion of Non Branded Organic: 300 Group Portal: 23 Total Attributed to Traditional: 4,474
  79. 79. Strategy-Process-Training-Results Traffic Now Analysis from Traditional Napkin Math 1: $3.68 per visitor Napkin Math 2: $5.49 per visitor Napkin Math 3: $7.36 per visitor So, have you maximized your Digital Channels? Chevrolet Store Data Google Advertising Averages for Dealers SEM: $2.00 - $3.50 per visitor Display: $2.00 - $2.50 per visitor Retargeting: $1.75 - $2.50 per visitor Mobile Apps: 15 cents – 50 cents Pre-Roll 25 cents per view (2.50/click)
  80. 80. Strategy-Process-Training-Results AutoTrader Statistics: August Used Car VDP’s: 2,977 New Car VDP’s: 628 Total: 3,605 VDP Views Cost: $2,275 Or 63 cents per VDP view Recommendation Setup Analytics to show VDP views on your own website.
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