This document discusses ways for car dealerships to increase their SEM ROI. It suggests focusing on communicating the "why" message to attract customers who believe in the dealership's mission. It also recommends testing different marketing approaches and tracking various metrics beyond just phone calls and form fills to better understand customer behavior. Proper handling of inbound calls from SEM is highlighted as another important way to improve ROI. The overall message is that testing, tracking the right metrics, and focusing on why the dealership exists can help optimize SEM performance.
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Guaranteed Ways YOU Can Increase Your Automotive SEM ROI Tomorrow
1. Guaranteed Ways YOU Can
Increase Your SEM ROI - Tomorrow!
Truman Hedding
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
2. What if I told you that
Simply reversing the way you communicate and market to car shoppers could
change the course of your business forever -> sending net gross sales to levels
you’ve never imagined possible?
Our industry has victimized you. That car shoppers are paralyzed and you’re
asking too much. That changing your approach could double your SEM ROI?
Paying attention to the 90%+ that don’t convert can increase your chances of
getting more car shoppers to your showroom and hold your vendors more
accountable?
That simply measuring calls to your dealership can help you get more out of
your SEM?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 2
3. And what if I told you..
That you could do this all yourself
regardless of your skill level
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 3
4. Housekeeping
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
4
Share an important takeaway you
received from this session using
hashtag #DD17 for a chance to win an
iPad (from DD).
Golden nuggets along the way,
available for download
Q&A at end of presentation
Cell phones…
5. What you’re going to learn to
believe today
The power of a “why message”
The Paradox of Choice & how too many options
can work against you
Everything can be tested & tracked, and it has a
bigger impact than you think
The impact of handling calls from SEM better
NOTE: Additional resources available
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 5
6. How my background led me to greater ROI
2000 – 2004 Obsessed with SEO
2004 – 2011 Paid Search, Conversion Rate Optimization
($300MM managed across several verticals for thousands of companies)
2011 – Present Automotive Paid Search
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
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*1 of 41 Google AdWords Certified account managers
7. If you want to get MORE ROI out of your SEM you
must know that:
SEM traffic behaves different than
organic or direct…
(and it takes money, too)
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 7
8. Let’s look at the Context & Intent of
Queries
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
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Value to
Business
Type of Searches Examples Context
$
Organic
“Toyota dealership”
“Toyota dealer LA”
Thinking about it
$$
Organic/Paid
“corolla Newport Beach”
“Los Angeles corolla deals”
Almost ready to buy
$$$
Paid
“Toyota corolla lease”
“Toyota corolla pricing”
Ready to buy
9. Let’s review
Common road blocks to
greater SEM ROI
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 9
10. 1. Not leading with a
“why message”
10
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
11. Any volunteers? Why you?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
11
12. What you do is simply
the proof of why you do
it
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 12
13. The goal is not to do business with
everyone that needs what you
have, it should be to sell cars to
people who believe what you
believe.
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 13
14. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
Simon Sinek
Author of “Starts with Why”
Incredible Ted Talk in 2009
14
The Power of “Why”
1. How do inspired leaders and
organizations get ahead
2. The Golden Circle
3. The Law of Diffusion of
Innovations
15. How some get ahead
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
15
1. They all act & communicate the same way (regardless of size,
regardless of industry)
2. It is the complete opposite to everyone else
16. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 16
17. If Apple were like everyone else their
message would be:
1.We make great computers
2. They’re beautifully designed
3. Simple to use
4.User friendly
5.Want to buy one?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 17
18. How Apple actually communicates
1.Everything we do, we believe in challenging
the status quo, we believe in thinking
differently
2.The way we challenge the status quo is by
making our products beautifully designed,
simple to use, and user friendly
3.We just happen to make great computers
4.Want to buy one?
All we did is reverse the order
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 18
19. This proves that
People don’t buy what you do…
They buy why you do it…
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 19
20. Can loyalty exist in the auto business?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 20
21. Example
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 21
22. If you talk about what you believe
you will attract those who believe
what you believe
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 22
23. How to reach mass market penetration
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 23
24. The innovators and early
adopters think and act the same
way…And they are the influencers
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 24
25. How to reach mass market penetration
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 25
26. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
Turns out this
supports how
we are built
26
27. People don’t buy what you do…
They buy why you do it…
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 27
28. What you can do #1
What you can do
#1
Examples of
“Why Buy” messaging
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
29. Impact of a “Why Buy” message Example
Subaru Puyallup
RESULT: Triple total dealership gross (2011-
2014)
http://www.automotivedigitalmarketing.com/profiles/blogs/talk-dealer-to-me-chatting-with-subaru-of-puyallup-about-why-buy
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 29
30. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 30
“Your Stress-Free Dealership”
31. Website navigation example
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 31
32. Top Recommendation for integrating a “why buy”
message: VIDEO
It acts as your first salesperson, answering questions
before they are asked, and all concerns
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 32
33. You’ve got 10 seconds or less…
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 33
34. Longer visits -> more trust -> more action
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 34 http://srldemo.com/truman
35. Car Shoppers & Video
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 35
49%
Visit a dealer
after watching
a video ad
84%
Plan to watch a
video next time
they shop
25%
Watch 1hr+
while
researching
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
36. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 36
Homepage Video
integration example
37. Apply the “why buy” message
company-wide for a consistent
message and increased effect
Sales, Service, Admin, etc.
Golden nugget available
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 37
38. Do this aMnda sasc hMieavrkee mt Pasesn emtraartkioent success
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 38
39. 2. The Paradox of Choice
39
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
40. What have we done?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 40
41. More choices leads to confusion, anxiety,
and consumers find comfort in “exiting” the
situation
The Paradox of Choice - Why More
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 41
is Less
~American Psychologist Barry Schwartz
42. The Paradox of Choice Summarized
Imagined alternative – The more options there are, the more
easily it is to regret the option that you chose.
Increased expectations – Consumers compare what they get
with what they expected. Adding options increases expectations
and produces less satisfaction with results even when they are
good results
More choices increases paralysis and decreases
satisfaction – Vanguard, jeans, ice cream
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 42
43. The “shiny new toy” syndrome
What happens when everyone offers a “widget” or tool
guaranteed to increase conversion rates?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 43
44. Are you reallocating conversions?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 44
45. We’ve forgotten about the consumer
Marketing mediums have changed…
BUT MARKETING RULES HAVEN’T
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 45
46. Basic Rules of Marketing
Have content that matches where someone’s at in the
purchase cycle
Sell benefits, not features
Give value or educate before you ask for information
Only ask them to do one thing
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 46
Ease their concerns
47. Landing Page Core Competencies
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
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The consumer’s needs are first
Simplify the experience & actions
Stay current with incentives and offers
Track every engagement and action
They need to work perfectly across devices
48. Test & Track Everything
We’ve done the heavy lifting for you..
We’ve tested several permutations of what a great
VDP would look like and here’s what worked…
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
49. What about now?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 49
When we
give
them
less
options
we…
50. Move the needle on metrics that matter most
Move the needle on the metrics that matter:
Form Leads Phone Calls Conversion % Cost Per Lead
Dealer Group 86.82% 57.87% 69.64% 32.70%
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 50
51. What about now?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 51
Step 1
Simplify your
message
Step 2
Test each
“shiny new toy”
52. 3. You track and test
everything in your path
52
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
53. Studies have proven the decline in clicks to sliders
Similar type of site visitors
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 53
54. Make the first one count!
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 54
55. Internal Study
We’re taught to never trust our gut
Less than 10% clicked on my boxes
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 55
56. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 56
What
actually
worked
57. This means your main navigation is
really important.
o Check your own analytics for top pages
and make sure they’re front and center
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 57
58. Test your Ads
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
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We tested millions of permutations and then
tested ad text to landing pages.
59. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
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60. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
Relevancy = Lower CPC
60
61. Leverage OEM branding and display incentives
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
61
2014 Toyota Camry
www.toyotadealer.com/2014-Camry
Get 0% Financing for 60 Months!
Toyotathon is On! Hurry in & Save.
62. Website provider analytics are
great, but there are more KPI’s to
be seen, and more to learn from.
And if you ask them, they’ll help (in
most cases)
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 62
63. If 90% won’t convert, how will you
know what worked?
Go beyond form fills and phone
calls…
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 63
64. Look beyond phone calls and form fills
Track KPI’s with Google Analytics
Service Research Inventory Financing
Trade
Value
Specials Buy
Macro Conversions
Great article: goo.gl/sTpSD0
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 64
Micro Conversions
More info @ showroomlogic.com/truman
65. My favorite KPI’s to track
Macro Goals Micro Goals
*Would be macro goals with vendor cooperation.
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 65
Form Lead
Chat
Phone Call
Mobile Lead
Value trade*
Directions
Financing*
Print
VDPs
Time on site
Searches
66. Custom GA Reports to Measure ROI
Download Here: http://goo.gl/V1vI7p
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 66
67. Level the playing field - Use Google Analytics to
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
Vendor A
Vendor B
67
track Vendors/Traffic Sources
68. Look beyond Google Analytics
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 68
69. 4. Call Handling
Presentation and tools available @ showroomlogic.com/truman
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
70. One of the quickest ways to get more out
of your SEM budget is to get better on
the phone.
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 70
71. Car Wars Study
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 71
300+ dealers
Reviewed 2MM inbound calls
$600 – average cost per qualified phone call
72. What they found
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 72
73. What gets measured, gets managed
Car Wars Grudge Match
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 73
Before
Requested 80-100 appts. per
week
Picked up 200 calls within first
few rings
During Match
Requested 600 appts.
Picked up 647 calls within first
few rings
Prep for landing
74. Where do you go from here?
What will you make of this session
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 74
75. 1. What is your why?
2. Will you simplify what you ask?
3. Will you test and track it?
4. Will you hold your phone call
handling accountable?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 75
76. My promise to you…
If you do I will guarantee your success
You are NOT alone and I will be here to see it through
(not a service we offer)
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 76
77. Available via
showroomlogic.com/truman
1. This presentation
2. Detailed Google Analytics integration to hold your
vendors accountable
3. “Why Buy” worksheet for internal exercise
4. Sample scripts for creating a “Why Buy” video
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 77
78. THANK YOU
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 78
79. Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com
Contact Info
Full Name:
Company:
Job Title :
Email:
Truman Hedding
Showroom Logic
Vice President of Marketing
tru@showroomlogic.com
Share an important takeaway you received from this session
using hashtag #DD17 for a chance to win an iPad.
Editor's Notes
Yes, YOU can increase your SEM ROI tomorrow
What if I told you….
You can increase your automotive SEM ROI on your own
Housekeeping items for session
The power of a why message, paradox of choice, track it all, handle calls better
Truman Hedding’s internet marketing experience
Automotive SEM traffic behaves different than organic or direct
Quick review of automotive search query intent
Common roadblocks to greater car dealer sem ROI
The power of a why message is understated
Why you, why your dealership? What makes you get up in the morning
Ask audience for examples of why.
What you do is simply the proof of why you do it
Do business with people who believe what you believe
Simon Sinek had a powerful Ted talk in 2009 and I’ll cover three main points
How is it that some get ahead
The Golden Circle
And the Law of Diffusion of Innovations
What Simon discussed in his ted talks is what’s consistent amongst successful leaders and brands
They all act & communicate the same way
And it’s the complete opposite to everyone else
Apple in how they are able to inspire and to get people to believe what they believe. They have the same access to technology & people, how is it that they are able to get ahead?
How is it that MLK got 250,000 people to join him one day in Washington DC - they didn’t show up for him - they showed up for THEM in what they believe
The wright brothers - underfunded, no one from their team even had an education in man powered flight - they succeeded because they believed.
The Golden Circle, as Simon describes it
We’re all used to, as consumers, and ask marketers working from the outside in
What we do, sell cars, how we do it, our unique value proposition, and why we do it, (need to finish)
(Ask a poll, how many communicate from the outside in, now how many inside out)
If Apple were like everyone else…
Apple starts with the “Why”
People don’t buy what you do they buy why you do it
Can loyalty exist in the auto business?
Apple, with the same access to technology and people, gets ahead - they do this from the inside out - they start with why and they’re consistent.
A great example of this is Toms shoes
It’s not because they have great shoes, they sell the “why,” not the “what”
Attract those who believe what you believe
Why should you care?
The Law of Diffusion of Innovations
Win the hearts of the innovators and early adopters
Reach the tipping point by winning the innovators and early adopters
This is not my opinion, it’s built in our biological makeup, not psychological, biological.
Again, people don’t buy what you do they buy why you do it
This becomes the basis for all marketing efforts and all sales to consumer interaction
Subaru Puyallup recent example Sept 2014 automotivedigitalmarketing.com
Example of integrating a “why buy” message on a website
Another example in the main navigation
Use video to explain your “why”
Because you have 10 seconds or less to convince your website visitors to stay
Longer visits equals more sales
Car shoppers watch a lot of video and it’s increasing
Toyota of Santa Monica using a video on their homepage
Get everyone on your team to adopt your “why”
How to achieve mass market penetration
The Paradox of Choice
The typical VDP for automotive bleeds CTA’s - what should a consumer do here?
Read this book by Barry Schwartz
When you give too many options you paralyze the consumer
It’s not about just avoiding the shiny new toy, there are many that help, but too many at one time can kill conversion rates.
You have to ask yourself by adding the new “toys” are you reallocating conversions?
The reality is we have forgotten about the consumer.
Basic rules of marketing
General Landing Page core competencies
Test and track everything
There are 2 calls to action on this page. Fill out the form, or call the phone number. Keeping it simple makes a difference. Dealers on our DCP’s are seeing big wins.
Asking less of the car shopper produces better conversion rates
Simplify your message and test each new “toy” one by one
Use the tools available to track everything you do
Recent study showed that 1-3% click on a slider – how will you make an impact? How will you make it count.
Simple example of how a GM dealership spoke to a persona and achieved success
Example of an internal study we did on our dynamic conversion pages. I thought this was a great idea, but as a marketer you learn to never trust your gut and trust the math. In this case, math told us this variation did not work.
This is what worked, a Amazon style experience for return visitors, quick search, and view inventory
Car shoppers use the main nav - make sure you provide easy access to pages your visitors care about most
A good place to start tracking is with your ads. Test messaging and correlate with elements from your landing page that convert.
Which ad is more relevant?
Relevancy = Lower CPC. It’s all about click through rate probability.
Want to take advantage and drive traffic to a landing page that shows these, leading to a better experience, lower CPC. Gathering the data specific to the dealer’s OEM and including ads for this, leads to better conversion numbers
Go beyond your website provider analytics
Spend time working on converting the 90%+ that don’t convert
People come to a dealer website for all sorts of reasons. If you JUST focus on the “Buy” aspect, you are missing out on a lot of data.
How do you optimize toward the 1.5%-2%?
You need to segment and measure all types of traffic to get a picture.
PPC scenario: If I could send you someone who went to your site who performed a vehicle search and viewed more than 5 VDPs, would you pay a $1 for that visitor?
If Dealers push vendors better integrations/insight can occur. Dealers should be telling their vendors that they want transparency into any iframe leads. It’s very doable. But requires you telling them.
Big thanks to Patrick Bennett for creating a simple way to measure vendor performance with Google Analytics
Measuring vendor results is not apples to apples.
This is crucial. Very few dealers are doing it today.
CrazyEgg and MouseFlow are great tools to better understand your site visitors.
A look into how handling phone calls better can increase automotive PPC ROI
Handle calls better = greater ROI
CarWars from CenturyInteractive study
What they found in their study
Car Wars grudge match results, handle calls better and increase automotive SEM ROI
The information is only good if you decide to do something with it
Take action on these 4 questions
If you take action I can guarantee your success
Ask any questions I’ll be there to help
Big thank you to all those that attended Digital Dealer Las Vegas!