CONNECT WITH
YOUR AUDIENCE
ALONG THE AUTO
BUYING JOURNEY

As told by: Ivy Esquero / Haider Rafique
TRANSFORMING FROM THE TRADITIONAL
SALES FUNNEL…
01

AWARENESS

02 CONSIDERATION

03 PREFERENCE
04 ACTION
05 LOYALTY
Ivy Es...
…TO A CONSUMER-CENTRIC JOURNEY

01
OPEN TO
POSSIBILITY

02
DECISION TO
CHANGE

03
EVALUATING

04
SHOPPING

05
EXPERIENCING...
OPEN TO
POSSIBILITY

DECISION TO
CHANGE

EVALUATING

Current state

Motivation

Worldview

SHOPPING
The Terrain

The Car

...
01

OPEN TO POSSIBILITY:
CURRENT STATE

02

03

04

05

Spark interest, fuel
ideas, ignite desire
Ivy Esquero, Global Cons...
01

DECISION TO CHANGE:
MOTIVATION

02

03

04

05

Stay top of mind
when life happens
Ivy Esquero, Global Consumer Insigh...
01

02

EVALUATING: WORLDVIEW

03

04

05

Direct consumers to
the right path
Ivy Esquero, Global Consumer Insights, Micro...
Clarity on financing is needed early on
EVALUATING: WORLDVIEW

Finance or expense issues

48%

Unsure of need/considering ...
01

02

03

SHOPPING: THE TERRAIN

04

05

Communicate fit and link
to trusted sources
Ivy Esquero, Global Consumer Insigh...
Confidence in the right car is needed
EVALUATING: WORLDVIEW

Couldn't find the right car

40%

Finance or expense issues

...
01

02

03

SHOPPING: THE CAR &
THE DEAL

04

05

Arm them with
information and inspire
confidence
Ivy Esquero, Global Con...
One nice dealer….and everyone else
EVALUATING: WORLDVIEW

81%
Dealer I bought from

42%
Other dealers I encountered

Ivy E...
01

02

03

04

EXPERIENCING: OWNERSHIP

05

Link validation and
advocacy
Ivy Esquero, Global Consumer Insights, Microsoft...
Validation is more likely than advocacy
EVALUATING: WORLDVIEW

56%
29%
Validation

Advocacy

Ivy Esquero, Global Consumer ...
FINDING YOUR
NEXT CUSTOMER
WITH SEARCH
ADVERTISING

Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience...
Search advertising has a significant place in the auto buying journey

01
CURRENT
STATE

02
MOTIVATION

03
WORLDVIEW

04
E...
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience...
Consumers are spending 5+ hours each day accessing the internet
across a variety of device – at home, at work or on-the-go...
Device targeting capabilities
Target devices and operating systems allows
optimization of ad creative, landing
experience ...
Location targeting with
search query intent
Local ads can be targeted within a
5-to-100 mile radius – or a zip
code, addre...
1 out of 10
Auto queries
on the Yahoo
Bing Network
comes from
mobile
Source: Yahoo Bing Network internal data, 2013

Haide...
Auto queries on mobile drive better engagement
Click-Through-Rate (CTR)

PC 1.29%

Mobile 1.39%

Haider Rafique, Vertical ...
With device targeting, we enable advertiser control… and results

PC Delivered

Mobile Delivered

1.54%

2.96%

3.57%
1.50...
95%

Growth in mobile
Auto searches

112%

Growth in Auto
advertiser mobile
search ads spend

Source: Yahoo Bing Network i...
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience...
Location Extensions drive visits to your dealership

Mobile users are more likely to be searching for
a dealer location on...
Sitelink Extensions gives your ad
increased clicks and more dynamic
offerings

Save

Locate

Offers

Join

Details

For mo...
Accelerating dealer contact with seamless Click-to-Call integration

Haider Rafique, Vertical Manager, Bing Ads
Getting your ads seen

with tips for ad copy success

Price, make
and model
tends to
drive better
ad
performance

Highligh...
Innovative ad formats to help you drive toward new possibilities
Windows 8.1 Smart Search Integrated with Bing Ads
Web pre...
Today’s Discussion
The Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience...
Auto dealer advertising checklist
 Define your digital advertising strategy
Focus on delighting potential customers along...
HOW
MICROSOFT
ADVERTISING
CAN HELP
Opportunities across
the journey

Haider Rafique, Vertical Manager, Bing Ads
Search advertising has a significant role in the auto buying journey
OPEN TO POSSIBILITY

DECISION TO CHANGE

EVALUATING

...
Import you ads directly from Google AdWords using Import Campaigns
Engage with us today!

Haider Rafique: hrafique@microso...
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Connect with Your Audience Along the Auto Buying Journey

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Published on

Ivy Esquero and Haider Rafique's presentation from the 15th Digital Dealer Conference & Exposition.

Published in: Automotive, Technology, Business

Connect with Your Audience Along the Auto Buying Journey

  1. 1. CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY As told by: Ivy Esquero / Haider Rafique
  2. 2. TRANSFORMING FROM THE TRADITIONAL SALES FUNNEL… 01 AWARENESS 02 CONSIDERATION 03 PREFERENCE 04 ACTION 05 LOYALTY Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  3. 3. …TO A CONSUMER-CENTRIC JOURNEY 01 OPEN TO POSSIBILITY 02 DECISION TO CHANGE 03 EVALUATING 04 SHOPPING 05 EXPERIENCING …with digital playing a critical role at each stage Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  4. 4. OPEN TO POSSIBILITY DECISION TO CHANGE EVALUATING Current state Motivation Worldview SHOPPING The Terrain The Car CLARITY A subconscious idea about cars An event or shift that prompts action The Deal Ownership CONFIDENCE Establishing facts, setting boundaries Initial investigations CONFUSION EXPERIENCING Focusing on “the one” 100% preparation, 0% perspiration Oh, what a relief! UNCERTAINTY Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  5. 5. 01 OPEN TO POSSIBILITY: CURRENT STATE 02 03 04 05 Spark interest, fuel ideas, ignite desire Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  6. 6. 01 DECISION TO CHANGE: MOTIVATION 02 03 04 05 Stay top of mind when life happens Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  7. 7. 01 02 EVALUATING: WORLDVIEW 03 04 05 Direct consumers to the right path Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  8. 8. Clarity on financing is needed early on EVALUATING: WORLDVIEW Finance or expense issues 48% Unsure of need/considering used 40% Couldn't find the right car 33% Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  9. 9. 01 02 03 SHOPPING: THE TERRAIN 04 05 Communicate fit and link to trusted sources Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  10. 10. Confidence in the right car is needed EVALUATING: WORLDVIEW Couldn't find the right car 40% Finance or expense issues 38% Unsure of need/considering used 36% Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  11. 11. 01 02 03 SHOPPING: THE CAR & THE DEAL 04 05 Arm them with information and inspire confidence Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  12. 12. One nice dealer….and everyone else EVALUATING: WORLDVIEW 81% Dealer I bought from 42% Other dealers I encountered Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  13. 13. 01 02 03 04 EXPERIENCING: OWNERSHIP 05 Link validation and advocacy Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  14. 14. Validation is more likely than advocacy EVALUATING: WORLDVIEW 56% 29% Validation Advocacy Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  15. 15. FINDING YOUR NEXT CUSTOMER WITH SEARCH ADVERTISING Haider Rafique, Vertical Manager, Bing Ads
  16. 16. Today’s Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Today’s Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads
  17. 17. Search advertising has a significant place in the auto buying journey 01 CURRENT STATE 02 MOTIVATION 03 WORLDVIEW 04 ELIMINATE ROLES ROLES INVESTIGATION INVESTIGATION & ENRICHMENT & ENRICHMENT 51% 04 04 COMPARE ROLES INVESTIGATION & ENRICHMENT HUNT & DEAL ROLES ENRICHMENT & DISCOVERY OWNERSHIP ROLES ENRICHMENT & DISCOVERY 53% 48% 37% QUESTION WHAT’S OUT THERE – AND WHAT’S NEW 05 QUESTION QUESTION WHICH OF THSE WHICH OF THE BRANDS/ BRANDS THAT MODELS WILL FIT ME SHOULD I REALLY FIT ME? PICK? QUESTION WHERE CAN I GET THE BEST DEAL ON THE CAR I WANT? 39% QUESTION HOW DO I GET THE MOST OUT OF MY NEW CAR [& ENSURE IT WAS THE RIGHT DECISION] Haider Rafique, Vertical Manager, Bing Ads
  18. 18. Today’s Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Today’s Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads
  19. 19. Consumers are spending 5+ hours each day accessing the internet across a variety of device – at home, at work or on-the-go. Mobile Average of 59.4 minutes per day spent on mobile (data subscribers)1 917M predicted smartphone sales in 20132 Tablet Average of 20 minutes per day spent on tablets1 172M predicted tablet sales in 20132 PC Average of 321.6 minutes per day spent on both laptops and PC1 Console 40.1M predicted Internet enabled video game console sales in 20133 148M predicted desktop PC sales in 20132 1. Nielsen, “The Cross Platform Report”, Q3 2012—US 2. eMarketer Global Statistics, Smart Connected Device Shipments Worldwide, International Data Corporation (IDC), "Worldwide Quarterly Smart Connected Device Tracker“, Dec 2012; Global Data 3. Informa Telecoms and Media, “The Future of TV: Strategies for becoming connected, social and in the cloud”, March 29, 2012 Haider Rafique, Vertical Manager, Bing Ads
  20. 20. Device targeting capabilities Target devices and operating systems allows optimization of ad creative, landing experience and bids for different devices   Serve ads to users based on device or OS Utilize device optimized campaigns and drive higher ROI Haider Rafique, Vertical Manager, Bing Ads
  21. 21. Location targeting with search query intent Local ads can be targeted within a 5-to-100 mile radius – or a zip code, address, DMA Enables advertiser to connect with customers and drive foot traffic Available on PC and mobile Target ads appear when consumers are searching around a specific geographic area Further refining Radius Targeting Haider Rafique, Vertical Manager, Bing Ads
  22. 22. 1 out of 10 Auto queries on the Yahoo Bing Network comes from mobile Source: Yahoo Bing Network internal data, 2013 Haider Rafique, Vertical Manager, Bing Ads
  23. 23. Auto queries on mobile drive better engagement Click-Through-Rate (CTR) PC 1.29% Mobile 1.39% Haider Rafique, Vertical Manager, Bing Ads
  24. 24. With device targeting, we enable advertiser control… and results PC Delivered Mobile Delivered 1.54% 2.96% 3.57% 1.50% 1.83% 2.86% 0.34% PC + Tablet 2.48% 3.3% 1.01% PC Tablet Delivered Mobile + Mobile + PC + PC Tablet 1.11% 1.53% Mobile Mobile + Mobile + Mobile + Tablet PC + PC Tablet Tablet PC + Tablet Mobile + Mobile + Tablet PC + Tablet Haider Rafique, Vertical Manager, Bing Ads
  25. 25. 95% Growth in mobile Auto searches 112% Growth in Auto advertiser mobile search ads spend Source: Yahoo Bing Network internal data 2013 Haider Rafique, Vertical Manager, Bing Ads
  26. 26. Today’s Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Today’s Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads
  27. 27. Location Extensions drive visits to your dealership Mobile users are more likely to be searching for a dealer location on their mobile device, rather than on desktop or a tablet Leverage local features such as Store Locator, Click-to-Call and Click-to-Direction Drive improved conversion rate from mobile store locator to in-store visits Haider Rafique, Vertical Manager, Bing Ads
  28. 28. Sitelink Extensions gives your ad increased clicks and more dynamic offerings Save Locate Offers Join Details For mobile consumers, it is all about taking immediate actions in real-time and on-thego. Guide consumers onto your ideal conversion path with Sitelink Extensions.  Our auto advertisers experienced a 12% increase in click-through-rate with increased conversions  Shorten the conversion funnel and improve profitability Display up to four Sitelinks to your mobile search ads on smartphones Source: Yahoo Bing Network internal data 2013 Haider Rafique, Vertical Manager, Bing Ads
  29. 29. Accelerating dealer contact with seamless Click-to-Call integration Haider Rafique, Vertical Manager, Bing Ads
  30. 30. Getting your ads seen with tips for ad copy success Price, make and model tends to drive better ad performance Highlighting the Official Website may help your ads get additional clicks Sitelink Extensions had a much higher impact on ad quality than any other ad copy variables Source: Microsoft internal research, 2013 Haider Rafique, Vertical Manager, Bing Ads
  31. 31. Innovative ad formats to help you drive toward new possibilities Windows 8.1 Smart Search Integrated with Bing Ads Web previews provide useful information for consumers and branding benefits for advertisers • Web previews are auto-generated by Bing Ads from a destination or display URL and refreshed periodically • Plans for advertiser controls for web previews under discussion Same Ad Creatives as Bing Ads • Same ad title and ad copy as the search ad campaigns running across Yahoo Bing Network Bing Ads extensions supported & highly recommended • Bing Ads extensions are supported for search charm including Sitelinks at launch, Location Extensions and Call Extensions shortly after • Use of Ad Axtensions improves ad experience and probability for ad selection Haider Rafique, Vertical Manager, Bing Ads
  32. 32. Today’s Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Today’s Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads
  33. 33. Auto dealer advertising checklist  Define your digital advertising strategy Focus on delighting potential customers along their auto buying journey  Update your website and build a mobile site Optimize for conversions  Invest in search advertising on all search platforms Reach consumers ready to buy  Create device-specific search campaigns Optimize performance with smartphone search campaigns  Leverage marquee search ad formats to drive conversions Benchmark against the competition  Test your ad copy Use our research as a guide for kicking off testing  Find a digital marketing agency to help Outsourcing is sometimes an investment worth making Haider Rafique, Vertical Manager, Bing Ads
  34. 34. HOW MICROSOFT ADVERTISING CAN HELP Opportunities across the journey Haider Rafique, Vertical Manager, Bing Ads
  35. 35. Search advertising has a significant role in the auto buying journey OPEN TO POSSIBILITY DECISION TO CHANGE EVALUATING Current state Motivation Worldview SHOPPING The Terrain The Car EXPERIENCING The Deal Ownership Search advertising Haider Rafique, Vertical Manager, Bing Ads
  36. 36. Import you ads directly from Google AdWords using Import Campaigns Engage with us today! Haider Rafique: hrafique@microsoft.com Tracy Northcutt: tranor@microsoft.com Bing Ads Support: 1.877.635.3561 #DD15 @bingads www.community.bingads.microsoft.com Haider Rafique, Vertical Manager, Bing Ads
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