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Ryan Bertollini
CDK GLOBAL
Extend your client’s ad reach
without smashing their budget
Logo here
Twitter: @RyanBertollini
How to reduce
AVG CPC
by combining
SEO & PPC
strategies
AKA
@RyanBertollini
#brightonSEO
CDK Global provides digital marketing
solutions for automobile retailers
CRM & DMS
Website Hosting
Search Marketing (PPC & SEO)
Auto Dealer websites are just like any
other e-commerce site
Home VSR VDP
Most ad
campaigns
drop shoppers
here
Home
VSR
VDP
@RyanBertollini
#brightonSEO
Auto Retailers will
face an estimated
increase of
25% in digital ad
spending over next
2 years
@RyanBertollini
#brightonSEO
US automotive sales expected to
decline 1.5%-5% in 2018
- Morgan Stanley
Potential continued decline
thru 2020
@RyanBertollini
#brightonSEO
As digital marketing professionals we are
expected to provide “solutions”
Competition is fierce within this space,
so why should clients give their money
to you?
@RyanBertollini
#brightonSEO
Exotic and Luxury
Automobile Dealer
Group
Dallas, TX
@RyanBertollini
#brightonSEO
Portal Website
19 rooftop
locations
3,500+ vehicles
for sale
https://www.parkplace.com
@RyanBertollini
#brightonSEO
The Strategy: Reduce CPC by improving
ad Quality Score for ads pointed to VSR
/VehicleSearchResults URLs
Base URL populated with dynamic content
and URL parameters dependent on filters
for Make, Model, etc
Ad Relevance (PPC)
Landing Page Experience (SEO & UX)
Quality Score
Both of these metrics are relative to
the strength of the destination URL
Optimization Variables
The more variables you can optimize
the higher probability of success
UXSEOAD
@RyanBertollini
#brightonSEO
Method 1:
Include campaign ad group target keyword
in destination URL meta description
> Exact Match Phrase
@RyanBertollini
#brightonSEO
Find a common keyword that occurs
across many campaigns or ad groups
Keyword with high amount of impressions
Highest probability of positively affecting
client’s bottom line
@RyanBertollini
#brightonSEO
Trial A - /VehicleSearchResults URL
“Leasing”
Leasing Campaigns for almost every
OEM client sells
@RyanBertollini
#brightonSEO
“leasing” keywords had more
impressions within AdWords reporting
Higher monthly search
volume in Dallas for
“lease” terms as
opposed to “leasing”
x3
@RyanBertollini
#brightonSEO
/VehicleSearchResults
<meta description>
Park Place offers
%VEHICLE_SEARCH_RESULTS_KEYWORDS%
cars, SUVs and exotic vehicles for sale or lease in
Dallas-Fort Worth, Plano, Arlington and Grapevine TX.
OLD
leasing
OEM
Ad groups
QS
before
QS
after
QS Rate
Of Change
CPC
before
CPC
after
CPC
Savings
McLaren 4.88 7.21 +47.75% $0.89 $0.75 -15.73%
Maserati 5.46 6.84 +25.27% $1.57 $1.16 -26.11%
Bentley 3.60 5.75 +59.72% $0.78 $0.47 -39.74%
Rolls Royce 6.80 6.80 +/- $1.35 $0.82 -39.26%
Volvo 3.80 6.00 +57.98% $2.57 $3.56 +38.52%
Up to 39% Savings in
“Leasing” Cost Per Clicks
Cadillac was
conquesting
for Volvo terms
@RyanBertollini
#brightonSEO
Competitor Conquesting
Keyword Competition Trends
Landing Page URL
COMPETITION is the constant variable
Trial B /ParkPlace-Careers URL
“Auto Sales Career”
“”Auto Sales Career”
Added exact match to meta description
Initial optimizations
yielded no
improvements
in QS or CPC
@RyanBertollini
#brightonSEO
PLUS
“Auto Sales Career”
“parts jobs” “repair jobs”
“sales and support positions”
Landing Page Experience : Increased from
Average to Above Average
Quality Score increased from 3.21 to 5.45
CPC: Decreased from $2.86 to $2.47
@RyanBertollini
#brightonSEO
Quality Score decreased
Landing Page Experience
Above Average to Average
CPC still decreased by 10%
No loss of impressions
Trial C /VehicleSearchResults URL
“Exotic”
@RyanBertollini
#brightonSEO
Method 2:
Include ad copy
in destination URL body text
> Exact Match Phrase
Added
“Your Love at First Drive Place”
to on-page body text for this model
(Dynamic content card)
Bolded as headline
but did not assign
an Htag
Trial A - C-Class 300 VSR URLs
Bolded as headline
but did not assign
an Htag
Added
“Dynamic and versatile with
capability to take you anywhere”
to dynamic on-page body text.
Trial B - Volvo XC90 VSR URLs
@RyanBertollini
#brightonSEO
Mercedes-Benz C-Class
CPC decreased by 8.5%
Quality Score did not change
@RyanBertollini
#brightonSEO
Volvo XC90
CPC decreased by 37%
Quality Score did not change
@RyanBertollini
#brightonSEO
CDK SEO & DAA team ran this trial on 12
other website VSR URLs
with varied OEMs and target geo markets
85% Success Rate
Reduction to CPC Metric
Fixed Operations - Finance & Service
“fixed ops”
@RyanBertollini
#brightonSEO
Variable Operations - Unit Sales
Most car dealers make bulk of profit margin
from fixed ops
@RyanBertollini
#brightonSEO
Fixed Ops Trial: /BodyWerksAbout URL
Combined Methods 1 & 2
PLUS added target keyword to URL body text
No change to QS, AR, LPE or CPC
1 instance where CPC increased
“Auto Repair” BUST!
Extreme competition
business entities that can
dedicate their entire
website and search
budget to fixed op
terms like “auto repair”
“oil change”
SUMMARY - All Trials
89%
65%
40%
Reduction to CPC
Improvement to Quality Score
Improvement to Landing
Page Experience
@RyanBertollini
#brightonSEO
More Trials Underway
More Trials Could Be
Performed
Fixed Ops & Structured
Data?
Cool SEO/PPC ideas to share?
Say “Hi”
@RyanBertollini
#brightonSEO
THANK YOU!

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How to Extend Your Client's Ad Reach - Brighton seo april2018_final