Google has done a great job breaking down the steps consumers go through when shopping on line, but how do you execute this in your dealership? That was the topic of my Digital Dealer 12 discussion "Marketing By The Numbers"

1. Marketing By
The Numbers
Executing ZMOT In Your Store
Larry Bruce
President / CEO
OnlineDrive
@pcmguy

5. What Does It
Take To Win
Here?

6. 7
5

8. 4.5 Trillion Ad impression In 2011
31.2% 10.1%
400 Million 200 Million+
1Billion Impressions
SOURCE: THE NEILSEN CO. 2011

9. 1
3

11. 4 Hours per day: What the Avg. US
households spends watching TV

12. Database Web Targeting

13. Display & Social

14. 6 5
5
3 MM

15. 1.1 TRILLION Display Ads Delivered Per Quarter
346 Million 31%
27 Million 2.5%

16. Display & Social

17. Display & Social

18. Display & Social

19. Display & Social
First Name
Last Name
Email Address
Home Phone
Mobile

20. 6
& 2

21. 3X Increase in CTR
6X Increase In Sale Ratio
4X Increase In Show Rate
2X Increase In Sale Ratio

22. Landing 24.7% Conversion
Rate

23. First Name
Last Name
Email Address
Home Phone
Mobile
Follow up Remaketing
17% CTR / 27% of sales came from
the remarketing campaign

24. 7
8

28. People Look for a car first,
and a dealership
second.”
LARRY BRUCE, 2003
OnlineDrive President / CEO

29. Search Display Targeting
audi a4

30. Display Ads Based On Search History

31. 4.2% of competitive
customers visit the
dealership at this level of
First Name
the funnel with a 36% Last Name
Email Address
average sale ratio Home Phone
Mobile

32. 2
&2
3

33. Product Marketing Increase In Click Through
4X
3X
Increase In Lead Conversion

34. Product Marketing
First Name
Last Name
4X
Email Address
Home Phone
Mobile
Increase In Show Rate

35. Product Marketing

36. Product Marketing

37. Product Marketing

38. Product Remarketing
First Name
Last Name
Email Address
Home Phone
22%
Mobile
Recapture Rate

39. Don’t take our word for it
4000 Businesses In
Lead Generation

40. We have forgotten,
We are marketing a
product not a
website.”
LARRY BRUCE, 2012
OnlineDrive President / CEO

42. Your dealership is
a service company
with a product
offering.”
LARRY BRUCE, 2007
OnlineDrive President / CEO

44. Free Home Delivery
Life Time Warranty
Delivery In 90 Min Or Its Free
Service Pick Up & Delivery
Money Back Guarantee

45. Search Display Targeting

46. Conversion Path

48. Store Branded Keywords
When we stopped running this ad lead fell off by 24% ROI on store branded keywords is 700%

49. 0
0

50. Store Branded Keywords

51. 2876 visitors
317 Leads
Conversion Rate 10.1 %
44 Sales
Sale Ratio 14%
$82,500 GP
ROI 485%

52. • Start with your Customer Base
• Database Web Targeting… Keep them close
• Get higher in the funnel and add value there, use
how to dealership based incentives to get the visit &
stop the shopping cycle
-noun • Be Where the customers are…
ALL steps of the cycle
A set of step-by-step • Stimulus
instructions for • Product
• Dealership
accomplishing a • Understand what they want
certain task or from YOU
reaching a certain • Do you have what I want & do I have choice?
objective • How much is it going to cost me?
• How easy are you to deal with?
• Recognize you are marketing a
product not a website
• Make a strong compelling offer
• Single clear call to action
• Social Proof