Connect with Your Audience Along the Auto Buying Journey

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

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

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  • 1. CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY As told by: Ivy Esquero / Haider Rafique
  • 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. …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. 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. 01 OPEN TO POSSIBILITY: CURRENT STATE 02 03 04 05 Spark interest, fuel ideas, ignite desire Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  • 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. 01 02 EVALUATING: WORLDVIEW 03 04 05 Direct consumers to the right path Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  • 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. 01 02 03 SHOPPING: THE TERRAIN 04 05 Communicate fit and link to trusted sources Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  • 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. 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. 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. 01 02 03 04 EXPERIENCING: OWNERSHIP 05 Link validation and advocacy Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  • 14. Validation is more likely than advocacy EVALUATING: WORLDVIEW 56% 29% Validation Advocacy Ivy Esquero, Global Consumer Insights, Microsoft Advertising
  • 15. FINDING YOUR NEXT CUSTOMER WITH SEARCH ADVERTISING Haider Rafique, Vertical Manager, Bing Ads
  • 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. 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. 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. 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. 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. 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. 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. Auto queries on mobile drive better engagement Click-Through-Rate (CTR) PC 1.29% Mobile 1.39% Haider Rafique, Vertical Manager, Bing Ads
  • 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. 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. 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. 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. 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. Accelerating dealer contact with seamless Click-to-Call integration Haider Rafique, Vertical Manager, Bing Ads
  • 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. 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. 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. 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. HOW MICROSOFT ADVERTISING CAN HELP Opportunities across the journey Haider Rafique, Vertical Manager, Bing Ads
  • 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. 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