Brian Pasch - Kain Automotive Conference 2013

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Brian Pasch's presentation at the 2013 Kain Automotive Workshop in Lexington Kentucky Nov 2013. For more information about the services PCG offers, visit: http://www.pcgdigitalmarketing.com

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Brian Pasch - Kain Automotive Conference 2013

  1. 1. OPTIMIZING YOUR DIGITAL MARKETING PORTFOLIO What To Spend and Where To Spend It To Sell Cars With Greater Velocity!
  2. 2. Let’s Connect Online Facebook: https://www.facebook.com/brianpa sch Twitter: @AutomotiveSEO Brian Pasch, CEO PCG Companies brian@pcgmailer.com LinkedIn: www.linkedin.com/in/brianpasch 2
  3. 3. 3
  4. 4. 4
  5. 5. SEM 5
  6. 6. SEO 6
  7. 7. VIDEO SEO 7
  8. 8. 8
  9. 9. IRM 3 “Review” Sites on Google Page 1 9
  10. 10. DISPLAY ADS 10
  11. 11. RETARGETING 11
  12. 12. 12
  13. 13. PROMOTED VIDEO 13
  14. 14. VIDEO PRE-ROLL Ability The Skip 30 sec BEFORE Video 14
  15. 15. Video Pre-Roll Advertising  Sam Swope Honda World: Maximized reach through video remarketing & interest targeting.  Results of Video Pre-Roll:  74,765 Impressions  12,904 Views  8,426 Unique Views  $0.11 Avg. CPV  764 Clicks  Budget: $1,362.94 $1.78 Cost Per Click  Timing: Feb 1 - 28 15
  16. 16. Facebook Sidebar Ads Multiple Targeting Options inside Facebook Retargeting Outside of Facebook 16
  17. 17. Facebook News Feed Ads 17
  18. 18. Facebook News Feed Ads Look at the Screen Space Taken Up By The Facebook Ads! 18
  19. 19. 19
  20. 20. Comparing Adwords To Facebook Advertising Adwords • • • • Facebook • Demographic Targeting • Relationship Targeting • Car Ownership Targeting • Buying Intent Targeting • Credit Card Targeting • Retargeting* Other Factors • Targeting based on zip • Not dealer “crowded” Keyword Targeting Intent Targeting Retargeting Video Pre-Roll Other Factors • Location based on IP • Crowded Marketplace 20
  21. 21. Pandora Mobile Display Ads 21
  22. 22. Promoted Tweets 22
  23. 23. How Should I Prioritize All The Opportunities? We pick the ones that accelerate car sales at the lowest cost! 23
  24. 24. 24
  25. 25. 42 % 32% 22% 13% INVENTORY MODEL INFO REVIEWS LOCATE DEALER Search inventory most-used 3rd party tool. 25 source: Google/Compete “2011 Auto Shopper Behavior Study”
  26. 26. 3 Paths To Your Website • Direct (Hard To Measure w/o Software) • Direct Mail, Traditional Media • Referral (Paid & Unpaid) – – – – Adwords Social Media Third Party Classifieds (Cars.com, Autotrader,...) Blogs, OEM, Google+ • Organic (SEO) – Google Hiding Keyword Data 26
  27. 27. Tracking Digital Conversions & Attribution • Traditional Sales Attribution Model: – – – – – Website Lead Forms Third Party Leads Phone Calls (tracking numbers?) Chat Sessions Showroom Visits • OEM, Newspaper, Radio, TV, Referral, Online Tracking Lead Sources Is A Requirement For Measuring ROI! 27
  28. 28. Cost Per Lead vs. Cost Per Sale? 28
  29. 29. Consumer Prefer Stealth in US Sales Walkin CALLS, CHATS, LEADS Leads/Appts 30% 70% 29
  30. 30. Phone Calls Outpace Lead Forms in USA • Phone calls outnumber lead forms in the US by a factor of 3 to 1 • Mobile traffic has accelerated phone call leads in the US. • Dynamic phone tracking is now a requirement for accurate measurement of marketing investments. Phone processes are the #1 profit leak (call David for assistance…) 30
  31. 31. Digital Lead Conversions Google Adwords Conversion on Lead Forms Click 31
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  33. 33. Digital Phone Conversions • Dynamic Phone Numbers Change: – based on referral traffic – based on keywords used in organic search • Track calls and form leads to get true picture! • If you look at cost per lead, and not track calls, you will be missing valuable data for ROI! 33
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  35. 35. 888-333-1234 35
  36. 36. Conversion Tracking & ROI • If you are not tracking leads and calls you can not maximize your marketing investments. • If you don’t have strong processes to follow leads and calls you will never have an accurate cost per sale. • Dealers who have made a commitment to both tracking and process lead their market! 36
  37. 37. MONTHLY TRACKINGS SOURCE CALLS LEAD FORMS CONTACTS WEBSITE AUTOTRADER CARS.COM ADWORDS CRAIGSLIST CHAT PHONE FORD DIRECT LEADS SHOWROOM VISITS 37 APPOINTMENTS SHOWS SOLD % SOLD
  38. 38. Back To The Online Shoppers Sales Walkin Leads/Appts 30% 70% Your Entire Marketing Budget Needs ROI Metrics! 38
  39. 39. Tracking The Stealth Shopper 39
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  42. 42. Dealers Need To Be VDP Factories 42
  43. 43. Dealers Need To Be VDP Factories • First, you must understand why all new and used cars should have their own Vehicle Detail Page. • A great VDP has at least 20+ photos, a video, pricing, and a customized description of the vehicle. • Then we need to measure the marketing investments we are making and the VDP traffic that they generate. • We will define a “shopper” as someone who visits at least one VDP. 43
  44. 44. Two New Terms Cost per Shopper (CPS) Cost per VDP View (CVV) 44
  45. 45. Adwords using Cost per VDP View Range: $2.62 - $75.45 45
  46. 46. Budget for Next Year Budgeting Spreadsheet Provided 46
  47. 47. Where Is Your Home Base? • Your website is your virtual showroom so treat it with the same passion you have for: • Aligning cars on the lot • Making sure the coffee area is clean • Making sure that cars are polished in the showroom 47
  48. 48. OEM Mandated Website Does This Convert Well? 48
  49. 49. Customized Website 49
  50. 50. The First Dollars You Should Spend • Website and VDP Optimization • Custom Photos on NEW and USED cars in stock • Custom Descriptions on NEW and USED cars in stock • Accurate pricing based on equipment on car • VDP Enhancement Tools • Make those VDP’s shine if your website provider has limited creative elements on your VDP’s • Vehicle Market Pricing Tools • vAuto, FirstLook, etc. 50
  51. 51. The First Dollars You Should Spend • VDP tracking • Tools to help track: • VDP view trends • Cost per VDP View (CVV) • Cost per Shopper (CPS) • VDP Views per vehicle • Google Analytics is Free • Management Dashboards Make It Easier. 51
  52. 52. 52
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  54. 54. The First Dollars You Should Spend • Heat Mapping Tools • Where are visitors clicking? • How can I increase inventory VDP views? • How can I reduce home page bounce rates? • What are mobile visitors clicking first? • Are consumers watching our videos? • Visit CrazyEgg.com or Google Analytics 54
  55. 55. 55
  56. 56. The First Dollars You Should Spend • Dynamic Phone Tracking & Form Conversion Tracking • Phone numbers based on Adwords keywords • Phone numbers based on Referral Source • Phone numbers based on organic search keywords • Dynamic Phone numbers for Mobile Shoppers • What are mobile callers most interested in? 56
  57. 57. The First Dollars You Should Spend • 24x7 Managed Chat • Give consumers a choice in how they want to respond • Even if you personally are not a chatter, test chat services on your website. • Chat leads are equal in quality or higher than lead form submissions. 57
  58. 58. The First Dollars You Should Spend • Stop the Profit Leaks on Phone Calls • Invest in a backstop while improving phone training & processes • Don’t let an opportunity missed result in a lost sale or decreased CSI. • All you marketing dollars are impacted by phone process. 58
  59. 59. The First Dollars You Should Spend • Equity Mining Software • Highest Gross • Increases CSI • Turn Your Service Drive into a Sales Channel • Great context for sales call 59
  60. 60. The First Dollars You Should Spend • Content Development • 5 new pages every month of relevant content to engage local shoppers • Video Production • 5 new videos every month to enhance website pages or to appear in organic search 60
  61. 61. The First Dollars You Should Spend • Direct Mail • Scheduled Mail programs like birthday reminders • Lease retention • Special Events • OEM Programs • Conquest Campaigns 61
  62. 62. Second Tier Investments • Directing Car Shoppers To Your Website • Google SEM (< $4.00 Cost per Shopper) • Video Pre-Roll (< $4.00 Cost per Shopper) • Google Display Network (Landing Page & Banner Key) • Retargeting with Banners • Retargeting with Video Pre-Roll 62
  63. 63. Second Tier Investments • LotLinx (< $4.00 Cost per Shopper) 63
  64. 64. Second Tier Investments • Third Party Classifieds • Cars.com, Autotrader.com, KBB.com, Edmunds.com • Reputation Management • Investments are best done internally with costs associated with merchandising, mailing, etc. • Social and SEO • These two investments go hand in hand to increase organic traffic and build your local engagement 64
  65. 65. Third Tier Investments Facebook Advertising AdRoll found that FBX News Feed ads: • had a 21 times higher CTR over web retargeting • had a 49 times greater CTR over the Facebook sidebar FBX ads • had a 79 percent lower CPC than web retargeting • had a 54 percent lower CPC than the sidebar • had a 77 percent lower cost-per-action than web retargeted ads • had a 45 percent lower cost-per-action than Facebook’s sidebar • raised total clicks from FBX advertising by 62 percent 65
  66. 66. Third Tier Investments Video SEO I would put Video SEO In Tier Two but so many dealers don’t get the importance of online video marketing. 66
  67. 67. Experimental Investments • Twitter Promoted Tweets • Instagram Advertising • Foursquare Advertising • Pandora Digital Radio 67
  68. 68. Customize Your Budgeting Spreadsheet 68
  69. 69. • Are you committed to being #1 in your market? • Are you willing to maximize your marketing investments? • Will you measure marketing dollars differently in 2014? 69
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  71. 71. Let’s Connect Online Facebook: https://www.facebook.com/brianpa sch Twitter: @AutomotiveSEO Brian Pasch, CEO PCG Companies brian@pcgmailer.com LinkedIn: www.linkedin.com/in/brianpasch 71

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