1.
OPTIMIZING YOUR DIGITAL
MARKETING PORTFOLIO
What To Spend and Where To Spend It To Sell
Cars With Greater Velocity!

2.
Let’s Connect Online
Facebook:
https://www.facebook.com/brianpa
sch
Twitter: @AutomotiveSEO
Brian Pasch, CEO
PCG Companies
brian@pcgmailer.com
LinkedIn:
www.linkedin.com/in/brianpasch
2

3.
3

4.
4

5.
SEM
5

6.
SEO
6

7.
VIDEO
SEO
7

8.
8

9.
IRM
3 “Review” Sites on Google Page 1
9

10.
DISPLAY
ADS
10

11.
RETARGETING
11

12.
12

13.
PROMOTED
VIDEO
13

14.
VIDEO
PRE-ROLL
Ability
The
Skip
30 sec
BEFORE
Video
14

15.
Video Pre-Roll Advertising
 Sam Swope Honda World: Maximized
reach through video remarketing &
interest targeting.
 Results of Video Pre-Roll:
 74,765 Impressions
 12,904 Views
 8,426 Unique Views
 $0.11 Avg. CPV
 764 Clicks
 Budget: $1,362.94
$1.78 Cost Per Click
 Timing: Feb 1 - 28
15

16.
Facebook Sidebar Ads
Multiple
Targeting
Options inside
Facebook
Retargeting
Outside of
Facebook
16

17.
Facebook News Feed Ads
17

18.
Facebook News Feed Ads
Look at the Screen
Space Taken Up
By The Facebook
Ads!
18

19.
19

20.
Comparing Adwords To Facebook Advertising
Adwords
•
•
•
•
Facebook
• Demographic Targeting
• Relationship Targeting
• Car Ownership Targeting
• Buying Intent Targeting
• Credit Card Targeting
• Retargeting*
Other Factors
• Targeting based on zip
• Not dealer “crowded”
Keyword Targeting
Intent Targeting
Retargeting
Video Pre-Roll
Other Factors
• Location based on IP
• Crowded Marketplace
20

21.
Pandora Mobile Display Ads
21

22.
Promoted Tweets
22

23.
How Should I
Prioritize All The
Opportunities?
We pick the ones
that accelerate
car sales at the
lowest cost!
23

24.
24

25.
42
%
32%
22%
13%
INVENTORY
MODEL INFO
REVIEWS
LOCATE DEALER
Search inventory most-used 3rd party tool.
25
source: Google/Compete “2011 Auto Shopper Behavior Study”

26.
3 Paths To Your Website
• Direct (Hard To Measure w/o Software)
• Direct Mail, Traditional Media
• Referral (Paid & Unpaid)
–
–
–
–
Adwords
Social Media
Third Party Classifieds (Cars.com, Autotrader,...)
Blogs, OEM, Google+
• Organic (SEO)
– Google Hiding Keyword Data
26

27.
Tracking Digital Conversions & Attribution
• Traditional Sales Attribution Model:
–
–
–
–
–
Website Lead Forms
Third Party Leads
Phone Calls (tracking numbers?)
Chat Sessions
Showroom Visits
• OEM, Newspaper, Radio, TV, Referral, Online
Tracking Lead Sources Is A Requirement For Measuring ROI!
27

28.
Cost Per Lead vs. Cost Per Sale?
28

29.
Consumer Prefer Stealth in US
Sales
Walkin
CALLS, CHATS, LEADS
Leads/Appts
30%
70%
29

30.
Phone Calls Outpace Lead Forms in USA
• Phone calls outnumber lead forms in the US by
a factor of 3 to 1
• Mobile traffic has accelerated phone call leads in
the US.
• Dynamic phone tracking is now a requirement
for accurate measurement of marketing
investments.
Phone processes are the #1 profit leak
(call David for assistance…)
30

31.
Digital Lead Conversions
Google Adwords Conversion on Lead Forms
Click
31

32.
32

33.
Digital Phone Conversions
• Dynamic Phone Numbers Change:
– based on referral traffic
– based on keywords used in organic search
• Track calls and form leads to get true picture!
• If you look at cost per lead, and not track
calls, you will be missing valuable data for ROI!
33

34.
34

35.
888-333-1234
35

36.
Conversion Tracking & ROI
• If you are not tracking leads and calls you can
not maximize your marketing investments.
• If you don’t have strong processes to follow
leads and calls you will never have an accurate
cost per sale.
• Dealers who have made a commitment to both
tracking and process lead their market!
36

37.
MONTHLY TRACKINGS
SOURCE
CALLS
LEAD FORMS
CONTACTS
WEBSITE
AUTOTRADER
CARS.COM
ADWORDS
CRAIGSLIST
CHAT
PHONE
FORD DIRECT LEADS
SHOWROOM VISITS
37
APPOINTMENTS
SHOWS
SOLD
% SOLD

38.
Back To The Online Shoppers
Sales
Walkin
Leads/Appts
30%
70%
Your Entire Marketing Budget
Needs ROI Metrics!
38

39.
Tracking The Stealth Shopper
39

40.
40

41.
41

42.
Dealers Need To Be VDP Factories
42

43.
Dealers Need To Be VDP Factories
• First, you must understand why all new and used cars
should have their own Vehicle Detail Page.
• A great VDP has at least 20+ photos, a video, pricing, and a
customized description of the vehicle.
• Then we need to measure the marketing investments we
are making and the VDP traffic that they generate.
• We will define a “shopper” as someone who visits at least
one VDP.
43

44.
Two New Terms
Cost per Shopper (CPS)
Cost per VDP View (CVV)
44

45.
Adwords using Cost per VDP View
Range: $2.62 - $75.45
45

46.
Budget for Next Year
Budgeting Spreadsheet Provided
46

47.
Where Is Your Home Base?
• Your website is your virtual showroom so treat it with the
same passion you have for:
• Aligning cars on the lot
• Making sure the coffee area is clean
• Making sure that cars are polished in the showroom
47

48.
OEM Mandated Website
Does This Convert
Well?
48

49.
Customized Website
49

50.
The First Dollars You Should Spend
• Website and VDP Optimization
• Custom Photos on NEW and USED cars in stock
• Custom Descriptions on NEW and USED cars in stock
• Accurate pricing based on equipment on car
• VDP Enhancement Tools
• Make those VDP’s shine if your website provider has
limited creative elements on your VDP’s
• Vehicle Market Pricing Tools
• vAuto, FirstLook, etc.
50

51.
The First Dollars You Should Spend
• VDP tracking
• Tools to help track:
• VDP view trends
• Cost per VDP View (CVV)
• Cost per Shopper (CPS)
• VDP Views per vehicle
• Google Analytics is Free
• Management Dashboards Make It Easier.
51

52.
52

53.
53

54.
The First Dollars You Should Spend
• Heat Mapping Tools
• Where are visitors clicking?
• How can I increase inventory VDP views?
• How can I reduce home page bounce rates?
• What are mobile visitors clicking first?
• Are consumers watching our videos?
• Visit CrazyEgg.com or Google Analytics
54

55.
55

56.
The First Dollars You Should Spend
• Dynamic Phone Tracking & Form Conversion Tracking
• Phone numbers based on Adwords keywords
• Phone numbers based on Referral Source
• Phone numbers based on organic search keywords
• Dynamic Phone numbers for Mobile Shoppers
• What are mobile callers most interested in?
56

57.
The First Dollars You Should Spend
• 24x7 Managed Chat
• Give consumers a choice in
how they want to respond
• Even if you personally are
not a chatter, test chat
services on your website.
• Chat leads are equal in
quality or higher than lead
form submissions.
57

58.
The First Dollars You Should Spend
• Stop the Profit Leaks on Phone Calls
• Invest in a backstop while improving
phone training & processes
• Don’t let an opportunity missed
result in a lost sale or decreased
CSI.
• All you marketing dollars are
impacted by phone process.
58

59.
The First Dollars You Should Spend
• Equity Mining Software
• Highest Gross
• Increases CSI
• Turn Your Service Drive
into a Sales Channel
• Great context for sales call
59

60.
The First Dollars You Should Spend
• Content Development
• 5 new pages every month of
relevant content to engage
local shoppers
• Video Production
• 5 new videos every month to
enhance website pages or to
appear in organic search
60

61.
The First Dollars You Should Spend
• Direct Mail
• Scheduled Mail programs like
birthday reminders
• Lease retention
• Special Events
• OEM Programs
• Conquest Campaigns
61

62.
Second Tier Investments
• Directing Car Shoppers To Your Website
• Google SEM (< $4.00 Cost per Shopper)
• Video Pre-Roll (< $4.00 Cost per Shopper)
• Google Display Network (Landing Page & Banner Key)
• Retargeting with Banners
• Retargeting with Video Pre-Roll
62

63.
Second Tier Investments
• LotLinx (< $4.00 Cost per Shopper)
63

64.
Second Tier Investments
• Third Party Classifieds
• Cars.com, Autotrader.com, KBB.com, Edmunds.com
• Reputation Management
• Investments are best done internally with costs
associated with merchandising, mailing, etc.
• Social and SEO
• These two investments go hand in hand to increase
organic traffic and build your local engagement
64

65.
Third Tier Investments
Facebook Advertising
AdRoll found that FBX News Feed ads:
•
had a 21 times higher CTR over web retargeting
•
had a 49 times greater CTR over the Facebook sidebar FBX ads
•
had a 79 percent lower CPC than web retargeting
•
had a 54 percent lower CPC than the sidebar
•
had a 77 percent lower cost-per-action than web retargeted
ads
•
had a 45 percent lower cost-per-action than Facebook’s
sidebar
•
raised total clicks from FBX advertising by 62 percent
65

66.
Third Tier Investments
Video SEO
I would put Video SEO
In Tier Two but so
many dealers don’t
get the importance of
online video
marketing.
66

67.
Experimental Investments
• Twitter Promoted Tweets
• Instagram Advertising
• Foursquare Advertising
• Pandora Digital Radio
67

68.
Customize Your Budgeting Spreadsheet
68

69.
• Are you committed to being
#1 in your market?
• Are you willing to maximize
your marketing investments?
• Will you measure marketing
dollars differently in 2014?
69

70.
70

71.
Let’s Connect Online
Facebook:
https://www.facebook.com/brianpa
sch
Twitter: @AutomotiveSEO
Brian Pasch, CEO
PCG Companies
brian@pcgmailer.com
LinkedIn:
www.linkedin.com/in/brianpasch
71