IS20G12 - Building a Marketing Budget to Dominate the Competition - Dave Spannhake & Chad Graves

1. Building a Marketing Budget to Dominate the Competition
Dave Spannhake
Founder & CEO
Reunion Marketing
dave@reunionmarketing.com
Title Sponsor

2. AUTOMOTIVE MARKETING TODAY
A Snapshot of the Current Landscape

3. A LOT HAS CHANGED IN JUST A YEAR
A Snapshot of the 2016 Landscape

4. THAT’S STILL $629
FOR EVERY VEHICLE SOLD!

5. GROSS MARGINS CONTINUE TO DROP

6. TRADITIONAL VS DIGITAL?
Auto Industry Still Lumps Marketing into These Buckets

7. THINK DIFFERENTLY
Every
channel has
a unique
purpose.

8. THE MAJORITY OF BUYERS ULTIMATELY END UP ON
THE DEALER SITE

9. THE QUESTION TO ASK TO INCREASE SALES:
TRAFFIC OR CONVERSION?

10. GOOGLE ANALYTICS Are You Measuring Just Clicks (Traffic)
or How Users are Shopping (Conversion)?

11. GA PINPOINTS OPPORTUNITIES

12. LET’S START WITH INCREASING TRAFFIC
What and How People are Shopping is Known Today…
Be found where demand exists.

13. CONSULTING STARTS WITH UNDERSTANDING CONSUMERS
Do You Know What Your Shoppers Want?

14. YOUR MARKET’S SEARCH DEMAND
Do You Know
What Your
Shoppers Want?

15. CONSIDER THIS EQUATION…
SEARCH
VOLUME
WINNABILITY CONVERSIONWINNABILITYX X
= SUCCESS

16. DOES YOUR WEBSITE EXPERIENCE MATCH CONSUMER
EXPECTATIONS?
You Won’t Show
up in Searches if
You Aren’t
Marrying Intent

17. HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

18. HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

19. HOW DO YOU SHOW UP IN SEARCH?
NOT ALL SERPS ARE CREATED EQUAL

20. KEYWORD TRACKING ISN’T DEAD
Just Be Sure You are
Prioritizing Based on
“Winnability” & Intent

21. WHO ARE THE “REAL” COMPETITORS?

22. MAKE SURE YOUR ADS ARE STANDING OUT!
HEADLINE 1 HEADLINE 2
URL WITH
CUSTOM PATH
DESCRIPTION
PRICE EXTENSIONS
PHONE NUMBER
ADDITIONAL OPTIONS
CALL-OUTS | STRUCTURED SNIPPET | SITE LINKS | MORE!
ADDRESS HOURS

23. QUALITY SCORE FOCUS
QUALITY SCORE
▶ Click-
Through Rate
▶ Relevance of Each
Keyword to its Ad Group
▶ LP Quality and Relevance.
▶ Ad-Text Relevance
▶ Historical AdWords
Account Performance

24. GOOGLE IS ALWAYS CHANGING…
Responsive Search Ads
What is seen?
• 3 Headlines
• Two 90 Character Descriptions
What needs set up?
• 15 Headlines
• 4 Descriptions
43,680
combinations!

25. INSIGHTS FROM 10,000,000 QUERIES
Click-Through-Rate

26. DISTILLED’S VOICE SEARCH STUDY
• 50% - Control Actions
• Set a reminder, remind me, play <song>
• 20% - Informational Repeated Queries
• Today’s weather, traffic on commute
• 5-10% - Personal Searches
• Listen to podcast, news headlines
• 20-25% Real Searches
• Text snippets, business name/facts, screen present, or unanswerable

27. CONSIDER THIS…
35% of
organic clicks are
happening here
10% of
organic clicks are
happening here
DEALER (BRAND) NEAR ME
2,000 IN-MARKET SEARCHES
The difference in traffic to your
website in this example would be
500 extra people looking
for a (BRAND) dealership near
them.

28. SO ARE ALL OF THE DIGITAL ASSETS, LIKE GMB
Dealership
Name & Review
Count/Rating
Questions
& Answers
Popular
Times
GMB
Reviews
Competitors
Also Searched
For
Engagement
Options
Dealership
Citations
Reviews from
Other Directories
Hours
On the Lot Time
Expectations
Contact Wait Time
Expectations
Engagement
Options
Dealership
Posts
Dealership
Name & Review
Count/Rating

29. CLICKS ARE JUST CLICKS IF THE CONSUMER
ISN’T SHOPPING.
Do you have a plan
for your website?

30. DO YOU KNOW HOW YOU COMPARE?
Email conversion
rates
Engagement on
vehicle pages
Click-through-rates on
primary pages
(to SRPs and to VDPs)
Page Speed
Expectations
Phone conversion
rates
Device Conversion
mobile/desktop/table
t
Total conversion by
type of page
Paid search versus
Organic

31. STARTING WITH THE HOMEPAGE
The purpose & the behavior

32. WATCH USERS WITH HOTJAR

35. ENJOY THIS SESSION?
Post about it on social media using the hashtag #IS20G!
Share some love for your favorite speakers!
Contact Info:
Dave Spannhake
Founder & CEO
Reunion Marketing
dave@reunionmarketing.com
Title Sponsor