This session poses two important questions that most dealership owners, GMS, and marketers need to answer: (1) What is the competition doing? and (2) How can data be used to increase website shoppers? Dave will dive into the data science to share a number of features about the current automotive marketing landscape, setting up expectations for the results you should achieve. He'll leverage data from hundreds of dealerships to analyze the best-performing, average, and poor-performing dealerships to give you key performance metrics to gauge yourself against, as well as the "whys" behind the results. Primary Learning Objectives: *Understand what searches consumers use most to find vehicles in their market. *Learn how to see what people are doing on your site to inform your plan of action. *Set expectations for how other channels, such as SEM and social, will drive traffic and create conversions.

1. How Do I Stack Up
to My Competition?
Learn How Your Dealership
Performs Against Industry
Averages and How to Leverage
Data to Increase Traffic &
Conversion
Dave Spannhake
Founder | CEO
Reunion Marketing
dave@reunionmarketing.com

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A Snapshot of the Current Landscape
AUTOMOTIVE MARKETING TODAY

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A Snapshot of the 2016 Landscape
AUTOMOTIVE MARKETING TODAY

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THAT’S STILL $629
FOR EVERY VEHICLE SOLD!

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GROSS MARGINS CONTINUE TO DROP

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TRADITIONAL VS DIGITAL?
Auto Industry Still Lumps
Marketing into These
Buckets

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THINK DIFFERENTLY
Every channel
has a unique
purpose.

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THE MAJORITY OF BUYERS ULTIMATELY
END UP ON THE DEALER SITE

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THE QUESTION TO ASK
TO INCREASE SALES:
TRAFFIC
OR CONVERSION?

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GOOGLE ANALYTICS
Are You Measuring Just Clicks (Traffic)
or How Users are Shopping (Conversion)?

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PROPER GA SET-UP PINPOINTS
YOUR GREATEST OPPORTUNITIES
For Both Traffic & Conversion Strategies

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LET’S START WITH INCREASING
TRAFFIC
What and How People are Shopping is
Known Today…
Be found where demand exists.

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YOUR MARKET’S SEARCH DEMAND
Do You Know What Your Shoppers Want?

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YOUR MARKET’S SEARCH DEMAND
Do You Know
What Your
Shoppers Want?

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CONSIDER THIS EQUATION…
Search Volume x
Winnability x
Conversion = Success

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CONTENT MARKETING IS MORE THAN
JUST AN OLD BUZZWORD
You Won’t Show up in Searches if You Aren’t Marrying Intent

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HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

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19. HELP SHAPE FUTURE CONFERENCES by rating this session
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HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

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HOW DO YOU SHOW UP IN SEARCH?
NOT ALL SERPS ARE CREATED EQUAL

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HOW DO YOU SHOW UP IN SEARCH?
NOT ALL SERPS ARE CREATED EQUAL

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MAKE SURE YOUR ADS ARE STANDING OUT!
HEADLINE 1 HEADLINE 2
URL WITH
CUSTOM PATH
DESCRIPTION
PRICE EXTENSIONS
PHONE
NUMBER
ADDITIONAL OPTIONS
CALL-OUTS | STRUCTURED SNIPPET | SITE LINKS | MORE!
ADDRESS
HOURS

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SOME BAD
EXAMPLES…

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GOOGLE IS ALWAYS CHANGING…
Responsive Search
Ads
What is seen?
• 3 Headlines
• Two 90 Character
Descriptions
What needs set up?
• 15 Headlines
• 4 Descriptions
43,680 COMBINATIONS!

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KEYWORD TRACKING ISN’T DEAD
Just Be Sure
You are
Prioritizing
Based on
“Winnability”
& Intent

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INSIGHTS FROM 10,000,000 QUERIES
Click-Through-Rate

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DISTILLED’S VOICE SEARCH STUDY
• 50% - Control Actions
• Set a reminder, remind me, play <song>
• 20% - Informational Repeated Queries
• Today’s weather, traffic on commute
• 5-10% - Personal Searches
• Listen to podcast, news headlines
• 20-25% Real Searches
• Text snippets, business name/facts,
screen present, or unanswerable

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DON’T FORGET THE BASICS!
META-TAGS QUALITY CONTENT STRUCTURED DATA
PAGESPEE
D
NO DUPLICATE CONTENT
URL
STRUCTURE
DIRECTORY OPTIMIZATIONMOBILE
FRIENDLY
PHOTOS | ALT TEXTLINK BUILDING

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CONSIDER THIS…
35% of
organic clicks
are happening
here
10% of
organic clicks
are happening
here
2,000 IN-MARKET SEARCHES
The difference in traffic
to your website in this
example would be
500
extra people
looking for a (BRAND)
dealership near them.
DEALER (BRAND) NEAR ME

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CLICKS ARE JUST CLICKS IF THE
USER ISN’T SHOPPING.
Do you have a
plan for your
website?

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STARTING WITH THE HOMEPAGE
The purpose & the behavior

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NOT SITTING AROUND & WAITING ON
HOMEPAGE BANNERS TO LOAD

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HOW EFFICIENT ARE YOU IN MAKING IT
EASY TO SHOP?

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REMEMBER ONE VERY IMPORTANT
RULE ON YOUR SITE
Every Extra Click Means a
Percentage of Your Traffic Leaves

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SOME EASY WINS ON THE HOMEPAGE
☛ Is there an inventory search widget
installed?
☛ Is the navigation clean and easy to
use?
☛ Are buttons leading to SRPs &
Schedule Service above the fold?
☛ Are there too many pop-ups
installed?
☛ Is it easy to find the phone number
and the dealership’s directions in
the header?
☛ Play as a User – across all
devices!

36. HELP SHAPE FUTURE CONFERENCES by rating this session
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WHERE ARE MOST OF YOUR SALES
LEADS COMING FROM?
61% of email leads
happen on SRPs & VDPs
27% of phone calls
happen on SRPs & VDPs
☛ With approximately 2/3 of all phone
calls being service related, this is a
HUGE percentage!

37. HELP SHAPE FUTURE CONFERENCES by rating this session
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SOME EASY WINS ON
YOUR SRPs & VDPs
☛ How easy is it to click
through to a VDP?
☛ Do the search filters make
sense and are they
prioritized based on user
behavior?
☛ Mobile click-to-calls on every
vehicle!
☛ Don’t overdo the form
submissions, 2 or 3 is all you
need and want
☛ How well are your
merchandising and
marketing each vehicle?
☛ Compare your inventory
counts to your local
competitors
☛ Shop your own site – across
all devices!

38. HELP SHAPE FUTURE CONFERENCES by rating this session
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THERE IS MORE TO THE DATA
THAN MEETS THE EYE…
KEY PERFORMANCE METRIC TOP 20% BOTTOM 20% AVERAGE MEDIAN
HOMEPAGE TO SRP CLICK-THRU
THRU
68.56% 52.93% 60.68% 61.86%
NEW SRP TO NEW VDP CLICK-
THRU
30.71% 13.05% 22.37% 22.34%
USED SRP TO USED VDP CLICK-
THRU
33.97% 14.64% 24.86% 24.72%
NEW VDP FORM CONVERSION
RATE
1.16% 0.28% 0.77% 0.57%
USED VDP FORM CONVERSION
RATE
1.41% 0.35% 0.92% 0.80%
NEW VDP VISITED DURING
SESSION
23.88% 13.39% 18.83% 19.27%
USED VDP VISITED DURING
SESSION
27.47% 8.12% 18.58% 19.15%

39. HELP SHAPE FUTURE CONFERENCES by rating this session
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CONSIDER THIS…
You have sitewide email conversion of 0.8%
☛ Are you considering how every 0.5%, 1%, 2%
increase to various conversion levels on your site
would drastically increase your opportunities?
☛ Is this part of your plan?
1.6% conversion
would double your email leads with just an increase of 0.8%
40 people
are submitting email leads
5,000 people
are going to your site each month

40. CONTACT INFO:
Share an important takeaway
from this session using #DD25
with the Digital Dealer Mobile App!
RATE THIS SESSION
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Search “Digital Dealer” in your app
store (free to download & use)
Dave Spannhake
Founder | CEO
Reunion Marketing
dave@reunionmarketing.com