How Search Has Radically Changed The Way Consumers Shop For Cars Version 2.0

by Duncan Scarry on Nov 16, 2011

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Prolific search engine use has radically changed the way people shop for cars. Moore & Scarry Advertising, a Google Adwords Premier SMB Partner shows you how and what you can do to stay ahead of the cu...

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How Search Has Radically Changed The Way Consumers Shop For Cars Version 2.0 — Presentation Transcript

HOW SEARCH HAS RADICALLYCHANGED THE WAYCONSUMERS SHOP FOR CARS

Moore & Scarry Expertise Moore & Scarry is one of only 13Google Premier Partners in According to Google and North America and one of only Microsoft, Moore & Scarry is the 3 in the automotive industry most-highly trained automotive search company in North America

Search Engine Use Monthly Searches in Billions200180 Average Trade Age: 6.2 Years160 143140 5200%120 111 Growth100 87.9 [ projected ]80 616040 32.420 2.7 0 2006 2007 2008 2009 2010 2011

Digital Marketing Landscape 2011 Digital Advertising Spend (Billions) Social Media $1,590 Email Marketing 5% $1,510 Search engine 4% marketing accounts for 54% of the digital Mobile Marketing $1,652 advertising spend 5% Search Marketing $18,756 54% Display Advertising $10,949 32%

Evolving Dealership Advertising 2010 Dealer Ad Spending 2000 Dealer Ad Other 9.00% Spending Newspaper Other 22% 7.50% Internet 4.60% Newspaper 52%Direct Mail Internet 6.40% 23.70% RadioTelevision 16% 15.50% Direct Mail 9.70% Television 20.10% Radio 14%

Internet Usage in Auto Shopping Dealerships Visited Internet Usage During the Auto Buying During Shopping100% Process 5 Process90% 20% 17% 32% 31% 27% 23% 4.180% 470%60% 3 58% 62%50% 51% 55% 47% 48%40% 230% 1.320% 110% 21% 21% 22% 22% 22% 22% 0% 0 2005 2006 2007 2008 2009 2010 2005 2010 No Usage Internet Usage Submit Lead

Paid Results (SEM) Paid Results (SEM)Organic results (SEO)

SEO Site TrafficSample Site Keyword Traffic: 7091 Visits1459 Other Keywords Keyword 1 • 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 Keyword 6 keywords, the traffic averages 1.9 Keyword 5 visits per keyword Keyword 4 Keyword 3 Keyword 2

Paid Search Site TrafficSample Site Keyword Traffic: 3082 Visits Keyword 1 • 9.3% of paid search traffic comes from one Keyword 2 keyword • 33.3% of paid Keyword 3 search traffic comes from the top 6 keywords Keyword 4 • 403 other keywords make up the Keyword 5 remaining traffic • After the top 6 Keyword 6 keywords, the 403 Keywords traffic averages 5.1 visits per keyword

The Destruction of Organic Space Searchmarketing Maps Place s Search marketing Reviews

Google Advertising Revenue 2010 Revenue By Source Everything else 4% Google Market Cap: $197 Billion Advertising 96%

Google Marketshare General Market Share Other Automotive Market Share 4.3% Other Yahoo 1.6% Microsoft 8.9% 14.7% Microsoft 10.6%Yahoo16.3% Google +18.6% 64.8% Automotive Traffic Google 76.9%

Plan Paid Search First 0.17%

Gaining Proper Perspective onSearch Engine Marketing Average Customer Spends$3,200 $21,000 $62,000Search Engine Marketing Electronic Media Electronic Media Desired Customer Spends$5,300 $18,000 $62,000Search Engine Marketing Electronic Media Electronic Media +65% Increase in -10% Decrease in Medium 0% Change InMedium 60% Targeted 0.17%% Targeted Advertising Expenditure

Internet Usage Dealership Web Site Usage 0 Home Page Other pages 16% 24% 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 Specials Used Cars only 24% of dealership web 12% 27% site traffic. New Cars 21%

Dynamic Inventory MarketingHaystack createscampaigns based on your actual inventory andupdates each day Better Performance 382% Than Used Vehicle SEO Reduction In Clicks158% Better Performance Than Non-Haystack SEM 58% To Find A Vehicle

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How Search Has Radically Changed The Way Consumers Shop For Cars Version 2.0

by Duncan Scarry on Nov 16, 2011

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How Search Has Radically Changed The Way Consumers Shop For Cars Version 2.0 — Presentation Transcript