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Prioritizing Digital Marketing Channels
- 1. Decisions. Decisions. Prioritizing Digital Marketing Channels Shaun Raines @shaunraines I DealerOn I VP BizDev I shaun@dealeron.com
- 3. Oh what a cute hot wheels story. Are you guys seriously going to sit and listen to this cheeseburger addict?!?!
- 4. Disclaimer
- 5. Hi, my name is Lars and I’ll pop up for tweets and trivia.
- 6. Metallica and digital marketing??? There was no such thing as digital f-ing marketing the last time metallica wrote a decent song! You should seriously get up and walk your @$$ out of here right now!
- 7. In The Beginning… FUN!
- 9. Do Car Dealers Have Anything In Common With A?
- 10. A Car Dealers Strong Leadership Love Money Love Cars Reputation Issues Turnover (trivia anyone) Stubborn Early Digital Resistance Selective Listening Alcohol Cocaine Rehab Strong Leadership Love Money Love Cars Reputation Issues Turnover Stubborn Early Digital Resistance Selective Listening Alcohol Cocaine Rehab
- 12. Trivia Time: what iconic album dropped in march of 1986? #DD22 #metallica
- 13. Nice job MetallicaSuck, but the best album to drop in 1986 was Licensed To Ill!
- 18. These guys know Everything about you. Including your naughty thoughts.
- 23. The Internet In Real Time Grab your smart phone…
- 24. I used my underpants as a white flag in my first motion picture. #tightywhities
- 25. R
- 30. WTF?!?! These are all ads?!?!
- 34. 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information. (Google, 2015 (Source: https://www.hubspot.com/marketing-statistics)
- 35. More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan. (Google, 2015) (Source: https://www.hubspot.com/marketing-statistics)
- 36. - Form Conversion 3% - Phone Conversion 5.5% - Combined Conversion 8.5% - Bounce Rate (Desktop 26.4% vs Mobile 40.1%)
- 37. • Grab • A • Copy • Of • My • New • Local seo • Book • By • going • Here Bit.ly/giffseo
- 38. This is all your fault Gifford!!! Eleven bullet points = eleven kittens
- 39. Oh come on!!! What kind of sicko do you guys think I am??? I love kittens.
- 42. - CTR Click Through Rate: 7.5% - CPC Cost Per Click: $3.50 - CPL Cost Per Lead: $30.00 - Cost Per VDP view: $3.50
- 52. - CPM Cost Per 1000 Impressions: $3.50 - CTR Click Through Rate: .15% - CPC Cost Per Click: $1.50 - CPL Cost Per Lead: $175.00 - Cost Per VDP view: $4.75
- 53. - CPM Impressions: $2.75 - CTR: .20% - CPC: $1.25 - CPL: $150.00 - Cost Per VDP view: $4.50
- 54. 91% of people say ads are more intrusive today than two years ago. (HubSpot, 2016) (Source: https://www.hubspot.com/marketing-statistics)
- 55. 4out of 5of people have left a webpage because of a pop-up or autoplaying video ad. (HubSpot, 2016) (Source: https://www.hubspot.com/marketing-statistics)
- 56. Trivia Time... Metallica’s first music video was for what song?
- 57. Here’s a Hint… Count to one.
- 63. (avg percentage of video watched) • Video Played to 25% • Video Played to 50% • Video Played to 75% • Video Played to 100% Most Least
- 64. - CPM: $35 - CTR: .1% - CPC: $45 - CPL: $200
- 65. Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016) (Source: https://www.hubspot.com/marketing-statistics)
- 72. Start rant.
- 73. End rant.
- 76. - CPM: $5.50 - CTR: 2% - CPC: $.60 - CPL: $150.00
- 78. SEM: 7.5% Facebook: 2% Remarketing: .20% Display: .15% YouTube: .01%
- 79. Facebook: $0.60 Remarketing: $1.25 Display: $1.50 SEM: $3.50 YouTube: $45.00
- 80. SEM: $30.00 Facebook: $150 Remarketing: $150 Display: $175 YouTube: $200
- 81. Channel Average % of Total Traffic Average Channel Conversion Rate Organic 43.16% 1.88% Paid 25.00% 1.19% Direct 22.14% 1.31% Referral 7.90% 2.32% Social 1.81% .49%
- 83. Yeah… so what meatloaf!!! What should these dealers do with this information?
- 85. SEARCH – SEO and SEM Quantity Quality Speed Ad Extensions Call Only Comprehensive Focus Control Transparency It’s The Digital Beginning.
- 86. REMARKETING and/or FACEBOOK ADS Relevant Targeting FB Ad Formats Branding Awareness Better Conversion vs. GDN Low Cost Instagram Ads FB Messenger Ads
- 87. DISPLAY ADS Awareness Low Cost Branding Target General Interests
- 88. YOUTUBE ADS Branding Low Cost Ad Types Exposure Targeting
- 89. SEARCH – SEO and SEM Quantity, Quality, Speed, Leads REMARKETING and/or FACEBOOK ADS Relevant Targeting, Excellent FB Formats, Low Cost DISPLAY ADS Branding, Awareness, Low Cost YOUTUBE ADS Branding, Impression
- 90. I know you just want to sell more cars, but…
- 91. You can’t improve your business by…
- 93. https://moz.com/learn/local Write this down, take a picture or get the slides.
- 94. @shaunraines
- 95. Define your primary goals… • Generate Traffic • Lead Generation • Brand Awareness • Educate Customers • Build/Improve Reputation
- 96. SEARCH – SEO and SEM Quantity, Quality, Speed, Leads REMARKETING and/or FACEBOOK ADS Relevant Targeting, Excellent FB Formats, Low Cost DISPLAY ADS Branding, Awareness, Low Cost YOUTUBE ADS Branding, Impression
- 105. Contact Info Shaun Raines DealerOn VP of Business Development shaun@dealeron.com