Why use Search Engine Marketing

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Why use Search Engine Marketing

  1. 1. Why use Search Engine Marketing Julio Gonzalez February 22, 2012
  2. 2. Speakers Becky Ross Marketing Manager - KPA 303.228.8753 bross@kpaonline.com PresenterModerator Julio Gonzalez Digital Marketing Director Moore & Scarry Advertising jgonzalez@mooreandscarry.com
  3. 3. Moore & Scarry Expertise “Moore & Scarry has a proven track record of delivering high ROI products to the automotive sector via [search marketing]. As such, Moore & Scarry is a key strategic partner of Google.” Ben Wood Google Head of North American Channel Sales Partnerships Moore & Scarry is one of only 13 Google Premier Partners in North America and one of only 3 in the automotive industry According to Google and Microsoft, Moore & Scarry is the most-highly trained automotive search company in North America
  4. 4. Search Engine Use 2.7 32.4 61 87.9 111 143 0 20 40 60 80 100 120 140 160 180 200 2006 2007 2008 2009 2010 2011 Monthly Searches in Billions Source: comScore & JD Power [ projected ] 5200% Growth Average Trade Age: 6.2 Years
  5. 5. Digital Marketing Landscape Social Media $1,590 5% Email Marketing $1,510 4% Mobile Marketing $1,652 5% Display Advertising $10,949 32% Search Marketing $18,756 54% 2011 Digital Advertising Spend (Billions) Source: Forbes Search engine marketing accounts for 54% of the digital advertising spend
  6. 6. Evolving Dealership Advertising Newspaper 52% Radio 14% Television 15.50% Direct Mail 6.40% Internet 4.60% Other 7.50% 2000 Dealer Ad Spending Newspaper 22% Radio 16% Television 20.10% Direct Mail 9.70% Internet 23.70% Other 9.00% 2010 Dealer Ad Spending Source: NADA
  7. 7. Internet Usage in Auto Shopping 21% 21% 22% 22% 22% 22% 47% 48% 51% 55% 58% 62% 32% 31% 27% 23% 20% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2005 2006 2007 2008 2009 2010 Submit Lead Internet Usage No Usage 4.1 1.3 0 1 2 3 4 5 2005 2010 Dealerships Visited During Shopping Process Source: JD Power Automotive Internet Roundtable Internet Usage During the Auto Buying Process
  8. 8. Organic results (SEO) Paid Results (SEM) Paid Results (SEM)
  9. 9. SEO Site Traffic Keyword 1 Keyword 2Keyword 3Keyword 4 Keyword 5 Keyword 6 1459 Other Keywords Sample Site Keyword Traffic: 7091 Visits • Brand, GEO, and Trademarks • 41.9% of SEO traffic comes from one keyword • 60.9% of SEO traffic comes from the top 6 keywords • 1459 other keywords make up the remaining traffic • After the top 6 keywords, the traffic averages 1.9 visits per keyword
  10. 10. Paid Search Site Traffic Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Keyword 6 403 Keywords Sample Site Keyword Traffic: 3082 Visits • 9.3% of paid search traffic comes from one keyword • 33.3% of paid search traffic comes from the top 6 keywords • 403 other keywords make up the remaining traffic • After the top 6 keywords, the traffic averages 5.1 visits per keyword
  11. 11. The Destruction of Organic Space Search marketing Place s Reviews Maps Search marketing
  12. 12. Google Advertising Revenue Advertising 96% Everything else 4% 2010 Revenue By Source Google Market Cap: $197 Billion
  13. 13. Google Marketshare Google 64.8% Yahoo 16.3% Microsoft 14.7% Other 4.3% General Market Share Google 76.9% Microsoft 10.6% Yahoo 8.9% Other 1.6% Automotive Market Share Source: comScore Aug 2011 search rankings; MSA Aug 2011 analytic report +18.1% Automotive Traffic
  14. 14. Plan Paid Search First 0.17%
  15. 15. Gaining Proper Perspective on Search Engine Marketing $3,200Search Engine Marketing $21,000Electronic Media (radio, television and cable) $62,000Overall Advertising Average Customer Spends $5,200Search Engine Marketing $19,000Electronic Media (radio, television and cable) $62,000Overall Advertising Desired Customer Spends +60% Increase in Medium 60% Targeted -10% Decrease in Medium 0.17% Targeted 0% Change In Advertising Expenditure
  16. 16. Internet Usage in Auto Shopping 21% 21% 22% 22% 22% 22% 47% 48% 51% 55% 58% 62% 32% 31% 27% 23% 20% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2005 2006 2007 2008 2009 2010 Submit Lead Internet Usage No Usage 4.1 1.3 0 1 2 3 4 5 2005 2010 Dealerships Visited During Shopping Process Source: JD Power Automotive Internet Roundtable Internet Usage During the Auto Buying Process
  17. 17. So what’s important in regard to Internet shopping? Home Page 16% Used Cars 27% New Cars 21% Specials 12% Other pages 24% 0 Dealership Web Site Usage 76% of Dealership web site traffic is the home page, used cars, new cars or specials. All other web pages on dealer web sites account for only 24% of dealership web site traffic.
  18. 18. Dynamic Inventory Marketing Haystack creates campaigns based on your actual inventory and updates each day 382%Better Performance Than Used Vehicle SEO 158%Better Performance Than Non-Haystack SEM 58%Reduction In Clicks To Find A Vehicle
  19. 19. www.kpaonline.com bross@kpaonline.com 866-356-1735 Contact Us

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