Presentation delivered to the 2017 NADA Convention ARE YOU WASTING 50% OF YOUR DIGITAL ADVERTISING BUDGET?

1. AREYOUWASTING50%OF YOURDIGITAL
ADVERTISINGBUDGET?
Daniel Kim
Founder, Orbee
daniel@orbee.co

2. #NADA100
2
WHO IS COMING TO YOUR SITE
FROM YOUR PAID ADVERTISING
SOURCES?

3. #NADA100
VISITORTYPE:#1
3
• Has no name or soul
• Views thousands of
pages in seconds
• Lives in a server farm
THE BOTS

4. #NADA100
42%OFALL PAIDTRAFFICCOMEFROM
NON-HUMAN TRAFFIC
4

5. #NADA100
VISITORTYPE:#2
5
• Lives 2,000 miles away
from your dealership
• Never looking to buy a
car from your
dealership
THE OUT-OF-TOWNERS

6. #NADA100
34%OFALL PAIDTRAFFICCOMEFROMOUT
OFMARKET TRAFFIC
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0%
5%
10%
15%
20%
25%
<10 mi 10 - 20 mi 20 - 30 mi 30 - 40 mi 40 - 50 mi 50 - 100 mi >100 mi

7. #NADA100
VISITORTYPE:#3
7
• Didn’t even want to
end up on your site
• Leaves within seconds
THE ROAD-RUNNER

8. #NADA100
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UP TO 80% OF
THE BOT
TRAFFIC ARE
ROAD
RUNNERS

9. #NADA100
IFYOUDON’T KNOWHOW MANY
• BOTS
• OUT OF TOWNERS
• ROADRUNNERS
9
ARE ON YOUR SITE…

10. #NADA100
10
THEN
YOU’RE
BURNING
MONEY

11. #NADA100
WHAT’SYOUR RISKPROFILE?
11
AD TYPE BOT OUT-OF-TOWN ROAD RUNNER
Paid Search LOW MEDIUM MEDIUM
DISPLAY / Retargeting
/ Video
HIGH HIGH HIGH
Social MEDIUM HIGH MEDIUM
Email HIGH LOW HIGH
Referral Sites LOW MEDIUM HIGH

12. #NADA100
HOWDID THISALLHAPPEN?
12

13. #NADA100
WORLDDRIVEN BYCLICKSANDSESSIONS
Instead of looking at clicks and sessions as metrics
look at:
• Quality of traffic
• Intent on site
• Conversion
• ROI on Intent / Conversion
13

14. #NADA100
CAUSATION≠ CORRELATION
14

15. #NADA100
LACKOFACCOUNTABILITY
• Always use data to make decisions.
• Don’t take other people’s word for it.
• Always verify with a 3rd party source.
15

16. #NADA100
NEXT STEPS?
• Get your personalized assessment @
www.whatsmyadwaste.com
• Use common sense
• Ask the tough questions to your vendors
16

17. Questions
#NADA100
17

18. AREYOUWASTING50%OF YOURDIGITAL
ADVERTISINGBUDGET?
Please visit the NADA Pavilion
in the Expo Hall for information
on accessing electronic versions
of this presentation and the
accompanying handout
materials, and to order the
workshop video recording.
Daniel Kim
Founder, Orbee
daniel@orbee.co