This presentation helps automotive dealerships understand how to leverage data in Google Analytics to create content, how traditional and programmatic media differ, ways to build out better paid search campaigns, and what to look for in conversion rate optimization.

1. Relevance is King
Content Built to Save Money,
Build Qualified Traffic,
and Create Conversions
Dane Saville
Reunion Marketing | Brand & PR Manager

2. Who Is This Guy?

3. Relevant Stimulus Marketing
Programmatic Bypasses the
Waste of Traditional
Channels

4. Hypothetical Scenario: Television
Total Audience 1,000,000
People Outside Target Market and Audience 750,000
Net Target Audience Reached 250,000
CPM $15
Cost Per Net Target Audience Impressions $60
Total Spend $10,000
Increase Frequency More Budget
You’ve Indexed.
Here’s the
Problem.
Traditional Media

5. Hypothetical Scenario: Video Pre-Roll
Total Audience 300,000
Net Target Audience Reached 300,000
CPM $15
Cost Per Net Target Audience Impressions $15
Total Spend $10,000
Increase Frequency Hyper-Targeting
No Indexing.
No Problem.
Programmatic

6. This
deserves
a second
look.
Wait … Traditional vs. Programmatic
Channel Traditional Programmatic
CPM $15 $15
Total Audience 1,000,000 300,000
Net Target Audience Reached 250,000 300,000
Cost Per Net Target Audience
Impressions
$60 $15
Total Spend $10,000 $10,000
Increase Frequency More Budget Hyper-Targeting

7. Programmatic Targeting
Demographics
Geo-Targeting
Behavioral
Look-Alikes

8. Metric Bounce
Rate
Time on
Site
Facebook Ads
w/ Clean CRM
Data
38.2% 1 min. +
Other Stimulus
Channels
90%+ 10 sec. or fewer
Brand CPC Frequency CTR
Ford Store $00.21 2.63 1.53%
Nissan Store 1 $00.29 5.8 2.23%
Nissan Store 2 $00.33 2.4 2.13%
Automotive Dealership Industry Averages
CPC: $2.24 | CTR: 0.8%
Programmatic Targeting Part 2

9. Paid Search
3 Pillars to Capture
Highly Qualified Traffic

10. The Right Ads
Ad Campaign | Ad Groups | Ad Extensions | Ad Copy | Mobile Friendly

13. The Right Impression Share
Intent-Focused Searches
Ads with High Impression Share
Broad Searches
Expect Lower Impression Share
Still Find a Way to Win

14. The Right Targeted Market

15. Website Content
Content Matches Search Intent

16. Search Console Data
• Based on Search
Queries
• Right-to-Win
Searches
• Keyword Rankings
Match Dealership
Goals
• Marry Content with
Search Intent

17. Google Ads Data
• Ads That
Convert Best
• Keywords from
Ad Campaigns

18. High-Priority Keywords

19. Dominate SERPs with Relevance

20. Relevance is King
• The Right Content
• The Right People
• The Right Places

21. Filling a Porsche Consumer Need

22. Conversion Rate Optimization
Fulfill the Potential of
SEO and SEM

23. The True Meaning of CRO
WHAT
CRO IS
WHAT
CRO
IS NOT

24. CRO: Remove the Friction

25. CRO: Make It Happen Across Devices

26. CRO Is Needed on Purpose Pages

27. CRO Is Needed
on Purpose
Pages

28. An Example of CRO Implementation
Schumacher Chrysler Dodge Jeep Ram
• May/June 2017
•70
• Form Submissions
May/June 2017
70
Form Submissions
May/June 2018
167
Form Submissions
That’s a 97% increase!
15 more cars sold!
(at a closing rate of 15%)

30. How CRO Affects SERPs
• More Conversions
• More Time on Site
• Lower Bounce Rate
Google Rewards with
Rank
CTR Drops with Each
Position Lower in SERPs

31. It All Starts with