Drive summer automobile sales with Bing Ads key consumer insights

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Summer is a hot time for car shopping, and auto buyers go online for every stage of the purchasing journey. In fact, consumers planning to buy a car are more likely to be influenced by digital marketing than by any other shopper. They'll spend plenty, too — as much as $6.15 billion, up 18 percent from 2013. And, while summer is the key buying season for automobiles, you can expect another sales spike during Super Bowl. Find out more in the latest Bing Ads autos insights presentation.

For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

Published in: Automotive

Drive summer automobile sales with Bing Ads key consumer insights

  1. 1. Drive summer Sales and digital insights for the automotive industry automotive sales
  2. 2. 1. eMarketer, The US Automotive Industry 2014, May 2014 2. Internet Retailer, Car shoppers now kick tires via the web, January 13, 2014 Consumers planning to buy a car are more likely to be influenced by digital marketing than any other shopper. 2
  3. 3. Light vehicle sales trended higher in 2014 Ford, Nissan, and Jaguar have seen sales increase 11-13% Mitsubishi and Subaru have seen sales increase 20%+ The Mini make has declined 27% in 2014 2013 YTD 2014 YTD 5% increase Source: MotorIntelligence, US Market Light Vehicle deliveries, May 2014 2014 U.S. sales increase
  4. 4. Your customers are buying now April through August are the key buying months for auto customers with a spike during Super Bowl. Source: eMarketer, Auto Industry Braces for Major Shifts in Search Marketing, April 2013 April May June July August
  5. 5. Light trucks and luxury vehicles are seeing gains in 2014 Source: MotorIntelligence, US Market Light Vehicle deliveries, May 2014 Light trucks are up 9.4% from 2013 BMW and Audi have increased 11-12% inline with all luxury cars Domestic car sales remained almost flat from last year
  6. 6. Consumers research online before visiting the dealership 86% of automobile shoppers regularly search online when shopping for automobiles Source: Internet Retailer, Car shoppers now kick tires via the web, January 13, 2014 20% say they are influenced by sponsored links or results
  7. 7. #2 Pricing, Financing, and Special Offers #3 Fuel Efficiency #1 Safety and Reliability Top 3 factors influencing purchase Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013 Tip: Use these purchase influencers as terms in your ad copy to help customers discover your ads
  8. 8. Car shoppers start with a set of potential brands and methodically reduce that number to make a purchase Source: Hybrid ABC, While TV Gets Auto Ad Dollars; Social Is the Critical Inflection Point in Purchase Decisions, February 2013
  9. 9. Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013 81% of new car shoppers plan to spend up to 45K on a new car Buying new Up to $25k Up to $45k 40% 81% Buying used Up to $15k Up to $25k 44% 82%
  10. 10. 1. eMarketer, 2014 Auto Financing Outlook, February 2014 2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013 Enthusiasts2 1) Safety & Reliability 2) Size/Body Style 3) Price, Financing and Special Offers Millennials2 1) Size/Body Style 2) Safety & Reliability 3) Warranty or Cost of Ownership Nearly prime buyers are first time buyers or those who currently own a used vehicle. They are looking to take on longer loan terms to decrease monthly payments.1 Tap into younger, nearly-prime borrowers for a key growth area
  11. 11. The desktop is still the primary device for researching autos, second to smartphone and tablet Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013 Primary device 75% Secondary device 50% 40% Jumpstart finds that mobile traffic spikes during the weekends and desktop and laptop traffic is highest during the weekdays—suggesting many shoppers are visiting auto sites while at work
  12. 12. 37% of mobile shoppers are looking up vehicle information while shopping your lot Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013 Tip: Smartphone screens are small, so if you want to show up on the search results page when a customer is ready to buy, make sure your ads show up in the top two placements – or “mainline.” 57% 36% 20% 37% 8% 42% 12% 9% Locating a dealership using an automatic website Looking up vehicle information while at a dealership or on a lot Requesting a quote for a vehicle on an automatic website Actions shoppers are taking by device
  13. 13. Source: eMarketer, Auto Industry Braces for Major Shifts in Search Marketing, April 2013 Search is the #2 most influential digital tactic
  14. 14. “Search is almost always the best performer in the media plan and always drives strong results [for auto clients].” Reprise Media 1. eMarketer, The US Automotive Industry 2014, May 2014 2. Internet Retailer, Car shoppers now kick tires via the web, January 13, 2014 Volkswagen of America says that , “Search is one of the key drivers for leads.”
  15. 15. 64% of new vehicle buyers use a search engine to look for information Source: eMarketer, Auto Industry Braces for Major Shifts in Search Marketing, April 2013
  16. 16. Search is the #1 resource for the “digital driver” according to Kenshoo Source: Kenshoo Autos Infographic, Industry Spotlight, 2014
  17. 17. Connect to your audience with the Bing Network
  18. 18. Did you know that nearly 30% of all US searches occur on the Bing Network? Source: comScore Explicit Core Search (custom), March 2014
  19. 19. 131 119 100 0 20 40 60 80 100 120 140 BING NETWORK GOOGLE AVERAGE INTERNET Buying Power Index Bing Network searchers spend more United States 1. The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. 2. comScore Explicit Core Search (custom), March 2014.
  20. 20. Source: comScore Explicit Core Search (custom), March 2014. Automotive Searchers Not Reached on Google Automotive Searchers Not Reached on Google Automotive Searchers Not Reached on Google of all Automotive Paid Clicks Total Automotive Searches Automotive Searchers Not Reached on Google So what does that mean for your business? Each month you can reach:
  21. 21. more likely to have searched online for new and leased vehicle information Compared to Google over the last six months, the Bing Network audience is: Source: comScore Explicit Core Search (custom), March 2014. Our searchers are more likely to be in the market and searching for a vehicle online 21% more likely to be “very likely” to buy a hybrid vehicle 98% more likely to plan to buy a large luxury vehicle 76% more likely to plan to buy a compact pickup
  22. 22. What terms are shoppers searching for this summer? Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
  23. 23. Compared to Google, the Bing Network Audience is more likely to Own Porsche, Audi, or Volvo1 21% of auto shoppers are considering a luxury brand for their next purchase 2 1. comScore Explicit Core Search (custom), August 2013. 2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
  24. 24. 1. comScore Explicit Core Search (custom), August 2013. 2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013 The Bing audience is 27% more likely to own other domestic makes/models compared to Google. 1 Millennials are now considering domestic brands more than any other make 2
  25. 25. Compared to Google, the Bing Network Audience is more likely to own Asian makes/models.1 Affluents and Enthusiasts consider Asian models first 2 Hyundai Mazda Nissan 1. comScore Explicit Core Search (custom), August 2013. 2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
  26. 26. Drive profitability with Bing Ads
  27. 27. Cost-per-click has remained steady or declined year-over-year Branded v. non-branded cost-per-click Brand Non-Brand Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
  28. 28. Steady cost-per-clicks help improve your bottom line Cost-per-click trend Auto v. Dealerships Autos Dealerships Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
  29. 29. Especially as click-through rates are increasing on the Bing Network Click-through-rate trends Autos v. Dealerships Autos Dealerships Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
  30. 30. Strong click-through rates across desktop and tablet uncover opportunities 4.40% 3.53% 2.11% 1.04% 6.72% 5.99% AUTOS DEALERSHIPS Mainline click-through-rates by device Autos v. Dealerships PC Mobile Tablet Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
  31. 31. Identify opportunities for performance in your designated market area Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets 2.09% 0.65% 3.07%2.36% 5.69% 6.71% 2.32% 1.58% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% ConversionEfficiency % Clicks New York, NY Chicago, IL Seattle, WA Dallas, TX San Francisco, CA Atlanta, GA Auto Clicks vs. Conversions Los Angeles, CA Austin, TX
  32. 32. Rev up your performance with ad formats
  33. 33. Drive even better performance with Ad Extensions Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle. Sitelink Extensions Improve click-through rate (CTR) and conversions by providing direct access to site content and purchase pages. 13% lift in click- through- rates Location Extensions Drive more in-store conversions with store locator, click-to-call, merchant ratings, and click-to-direction. 20% lift in click- through- rates Call Extensions Connect customers quickly to your direct sales teams with tap to call. 10% lift in click- through- rates
  34. 34. Location Targeting For dealerships, Location Targeting is critical to help you target customers near your business • Apply targeting at the country, state, DMA or postcode level (methods vary by market). • Show your ads exclusively to specific locations and/or boost your bidding on specific locations with an incremental bidding strategy. • Advanced location targeting options: ˗ Show ads to people in, searching for, or viewing pages about your targeted location or, ˗ Show ads to people in your targeted location
  35. 35. Create a strong brand presence and dominate search results with Rich Ads Create richer, more relevant ads that improve the value of your brand and other targeted keywords. Establish searcher trust and reinforce brand identity with visual elements. Exclusive mainline presence ensures you get the best visibility for your brand. Increase your ads visibility by doubling the size of your mainline ads. In a case study conducted by Search Engine Journal, click- through-rates increased 6x with Rich Ads.
  36. 36. Spring and Summer are key automotive buying seasons Search is the #2 digital advertising tactic for automotive leads We’re helping you zoom ahead of your competition Connect to 10 Million automotive searchers per month not reached on Google
  37. 37. It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks. Learn how to import your campaigns Already advertising on Google AdWords?
  38. 38. We’re here to help ˗ Visit our Bing Ads Industry Insights portal where you can find more automotive resources. ˗ Get started at 1-800-518-5689 or bingads/getstarted. ˗ Engage with us through our social channels @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads
  39. 39. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.

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