Winning The Zero Moment of Truth

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Winning The Zero Moment of Truth

  1. 1. Winning The Zero Moment of Truth The applications and processes to win the Zero Moment of Truth Julio Gonzalez VP of Operations
  2. 2. Speakers Becky Ross Marketing Manager - KPA 303.228.8753 bross@kpaonline.com PresenterModerator Julio Gonzalez VP Operations Haystak Digital Marketing julio@haystak.com
  3. 3. Haystak Digital Marketing Haystak Digital Marketing is a world leader providing digital marketing products and services to auto dealers. Haystak Digital Marketing empowers dealers to create a high return on investment on search, mobile, retargeting and display advertising and track the performance of those campaigns in real time. Haystak Digital Marketing is a Google Adwords Premier SMB Partner and a Bing Authorized Reseller, enabling dealers to maximize their digital marketing efforts with top search engines.
  4. 4. Media Spend in 2011 0 10 20 30 40 50 Radio Print TV Internet % Ads Spend Time Spent Share of Average Time Spent per Day with Select Media by US Adults vs US Ad Spending Share
  5. 5. Online & The Automotive Purchase Cycle 2.7 32.4 61 87.9 111 143 2006 2007 2008 2009 2010 2011 Monthly Searches in Billions Source: Search data comScore & Sales data JD Power (6.2 years) Since the last time today’s average custom purchased a vehicle: The use of search engines has grown by 5200%. Facebook, the most visited site on the Internet, wasn’t open to the public.
  6. 6. Online Research’s Effect on Dealership Visits 68% 69% 73% 77% 80% 84% 4.1 3.5 3.0 2.4 1.9 1.3 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 60% 65% 70% 75% 80% 85% 90% 95% 100% Conducted Internet Research Dealerships Visited Source: JD Power Automotive Internet Roundtable
  7. 7. The Evolution of 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
  8. 8. The Zero Moment of Truth The influence of the online experience is second only to the in-store experience Source: Shopper Sciences / Zero Moment of Truth
  9. 9. Net Influence of Source 13% 22% 27% 29% 32% 32% 36% 39% 39% 44% 45% 58% 59% 71% 74% Saw ads on television Searched online for dealership Read information at dealership Searched online Dealer web site Manufacturer web site Read automobile reviews offline Read automobile reviews online Talked with friends / family Searched dealer inventory Comparison shopped online Talked with sales person Requested quote online Looked at vehicle Test drove vehicle Source: Google ThinkAuto 2011
  10. 10. 36% of Americans watched the Super Bowl The average television spot reaches 1.5% of Americans
  11. 11. Newspaper 22% Electronic 36.00% Direct Mail 9.70% Internet 23.70% Other 9.00% Dealer Ad Spending Newspaper 10% Television 20.00% Direct Mail 10.00%Internet 50.00% Other 10.00% Dealer Ad Spending Where to Start?
  12. 12. Digital Marketing Landscape Social Media 5% Email Marketing 4% Mobile Marketing 5% Display Advertising 32% Search Marketing 54% 2011 Digital Advertising Spend Source: Forbes Search engine marketing accounts for 54% of the digital advertising spend Search, display and mobile accounts for 91% of all digital advertising spend
  13. 13. 1. Dealership web site 2. Search engine optimization 3. AutoTrader / Cars.com 4. Desktop search engine marketing 5. Mobile search engine marketing 6. Retargeted display advertising 7. Display advertising 8. Isolated third party leads 9. Social content and advertising Meat and Potatoes
  14. 14. Internet Usage Home Page 16% Used Cars 27% New Cars 21% Specials 12% Other pages 24% 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.
  15. 15. SEO Site Traffic Keyword 1 Keyword 2 Keyword 3Keyword 4 Keyword 5 Keyword 6 1459 Other Keywords Sample Site Keyword Traffic: 7091 Visits • 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
  16. 16. 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
  17. 17. Use impression share to determine advertising budgets Achieve maximum impression share before moving to the next medium Market Share
  18. 18. Mobile Mobile is the fastest-growing segment of search. • Upwards of 15% of searches are conducted on mobile devices • 54% of mobile searchers intend on calling or visiting a local business Mobile users search differently • 20% fewer characters than the desktop • Mobile searches show more local intent
  19. 19. Bing Back up plan Increase Market Share, traffic 25.9percent of searches were powered by Bing Suitable demographics The average age of Google users is 13 to 34 while that of MSN users is 25 to 54 Your Google account may be giving you good business right now, but it is always smarter to have a backup plan Presently competition is much lower on Bing resulting in comparatively lower bid prices for most keywords. Bing and Yahoo takes their combined search share to 25% Low Saturation
  20. 20. DISPLAY/ RETARGETING
  21. 21. Display Generates Demand 17% 26% 26% 38% 33% 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% Unaided Brand Recall Likelihood to Visit Site Likelihood to Purchase Search Only Search & Display
  22. 22. Automotive Purchase Consideration 7% 10% 17% 23% 17% 4% 5% 6% 2% 3% 2% 0% 1% More Than 1 Year 7-12 Months 4-6 Months 2-3 Months 1 Month 3 Weeks 2 Weeks 1 Week 4-6 Days 2-3 Days 1 Day 5-8 Hours 0-4 Hours Source: Google ThinkAuto 2011 57% 1 to 6 months 50% 3 to 12 months
  23. 23. Dealer Web Sites are Part of Consideration Of consumers who visit the manufacturer web site visit a dealer web site within 30 minutes76% Of consumers who visit a dealership web site have not decided on a make and model60% Source: ADP/Cobalt
  24. 24. Vehicle Selection Is Determined Online 9 out of 10 people who visit a dealership have selected a vehicle online Source: JD Power
  25. 25. Measuring Successful Consideration CPL (Cost Per Lead) CPM (Cost Per Thousand) CPE (Cost Per Engagement)
  26. 26. Path to Conversion & Conversion Attribution
  27. 27. Keyword Set Attribution Index Manufacturer Term Short Tail Model Regional Term Detailed Model Dealer Name Competitive Dealership Specific Vehicle Likelyhood to be First in Path Likelyhood to be Last in Path Source: Haystak Digital Marketing keyword data research
  28. 28. Focus on different metrics Focus on different metrics at different stages of the funnel Attribution and Engagement
  29. 29. Align your budget to influence Focus on core mediums Learn the metrics influence Influence

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