Brand Optimization Service offered by MobiWebMedia, Boutique Web Marketing Agency.
Discover how you can become more visible online and grow your business with brand optimization.
Lift Without Loss: New e-retail white paper offers help for tough timesElizabeth Lupfer
Summary: Promotional offers can be effective for increasing online revenue, but they can also cut into margins. An alternative marketing strategy, campaigns based on messaging alone, can increase conversions and boost revenue without the need to discount product prices or shipping charges. In this white paper we share our experiences and lessons learned while creating and managing "zero cost" marketing campaigns on a wide range of commercial web sites.
What the hell are my ads doing? A look into Multi-Touch Attribution - Present...Ian Cruickshank
Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports.
If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?”
Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics.
Primary Learning Objectives:
* Learn how to get multi-touch attribution for FREE using your existing Google Analytics account.
* Learn how your digital advertising works together to help you convert.
* Finally find out what your other ads are doing.
Digital display is a tricky business - even for marketers at some of the world’s largest brands. Finding the right audience, setting up and running campaigns, targeting, analysing, reporting and optimising can be resource intensive and expensive.
The modern display landscape is a quagmire of systems, acronyms, metrics and more, but there is a way to advertise specifically to people you know and leverage the power of your CRM database. In the last few years, platforms including Google, Facebook and Twitter have made it possible for advertisers to target users by email address, giving a way to run controlled campaigns and deliver dramatically higher ROI by using your existing data. In this webinar, we’ll look at how to do this.
Brand Optimization Service offered by MobiWebMedia, Boutique Web Marketing Agency.
Discover how you can become more visible online and grow your business with brand optimization.
Lift Without Loss: New e-retail white paper offers help for tough timesElizabeth Lupfer
Summary: Promotional offers can be effective for increasing online revenue, but they can also cut into margins. An alternative marketing strategy, campaigns based on messaging alone, can increase conversions and boost revenue without the need to discount product prices or shipping charges. In this white paper we share our experiences and lessons learned while creating and managing "zero cost" marketing campaigns on a wide range of commercial web sites.
What the hell are my ads doing? A look into Multi-Touch Attribution - Present...Ian Cruickshank
Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports.
If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?”
Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics.
Primary Learning Objectives:
* Learn how to get multi-touch attribution for FREE using your existing Google Analytics account.
* Learn how your digital advertising works together to help you convert.
* Finally find out what your other ads are doing.
Digital display is a tricky business - even for marketers at some of the world’s largest brands. Finding the right audience, setting up and running campaigns, targeting, analysing, reporting and optimising can be resource intensive and expensive.
The modern display landscape is a quagmire of systems, acronyms, metrics and more, but there is a way to advertise specifically to people you know and leverage the power of your CRM database. In the last few years, platforms including Google, Facebook and Twitter have made it possible for advertisers to target users by email address, giving a way to run controlled campaigns and deliver dramatically higher ROI by using your existing data. In this webinar, we’ll look at how to do this.
IS20G11 - Your Digital Advertising and Reporting is Massively Flawed - Jeremy...Sean Bradley
Online consumer research and shopping behavior in the auto industry is well understood. However, a significant blind spot exists regarding the path to purchase as consumers transition from online to in-person shopping. In this presentation, Jeremy Anspach will provide step by step guidance with building effective targeting and attribution models, as well as how to build effective marketing campaigns that connect with sales data. Following Anspach's presentation, you will understand how to integrate and enhance customer data and engage the right prospects and customers for more effective, customer-centric marketing. You will also be able to uncover ways to detect vendor reporting flaws, have confidence in knowing what’s working and maximize ROI in advertising.
Key Takeaways:
-Dealers will learn what is needed to standardize customer data: Eliminate tracking blind spots, combine multiple data sources, avoid duplicate data points, differing technology, as well as tainted, questionable and/or manipulated data.
-Deals will understand the value of escape the marketing channel practice: The path to purchase isn’t linear. Your customers don’t think in terms of channels, so why should you? Think beyond the click, know your customer.
-Dealers will learn what this means for the future of automotive marketing: Predictive (vs. reactive) marketing and the ability to capitalize on the customer lifecycle and sales cycle, with hyper-targeted, highly personalized experiences, to drive the highest ROI/ROAS.
Don't get owned marketing your Certified Pre-Owned Inventory (CPO) - Presente...Ian Cruickshank
Bring CPO Marketing to the Next Level
We know that pre-owned shoppers evaluate cars differently than new car shoppers. Pre-owned buyers evaluate the make, model and the individual vehicle, while new car shoppers typically only evaluate the model and trim.
However, many OEMs still market their CPOs the same way they market their new vehicles: through branding and incentives but not down to the individual vehicle.
Luckily, dealerships have been marketing individual vehicles for years and have made amazing strides at optimizing inventory based marketing. Come learn about the technology and optimization tips that OEMs can use to bring CPO marketing to the next level.
You’ll learn:
Which dealership marketing techniques can easily translate to CPO campaigns
What advances in technology have been made to enable better marketing
New metrics to gauge success for CPO campaigns
Thousands of companies of all sizes are using the Internet to effectively increase sales and lower costs. Learn how to design an eMarketing campaign that produces a positive return on your investment.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Mining, Refining & Minting Success With AdWords Display & Video. PRESENTATION: Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips - Given by Laura Thieme, @bizwatchlaura - Bizwatch, CEO. #SMX #14B
This is part of the series of presentations being delivered by Matthew Kwan, Principal Consultant of Adams at the Hong Kong Retail Management Association. There are contents that were not included in 2017 and a refreshed version of the same topic.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Advanced Audience Targeting Making The Most Of Your Audiences - Given by Amy Bishop, @hoffman8 - Clix Marketing, Director: Audits, Outbound, Training. #SMX #24B
Since 2010, gamification has started being popularized as the next big thing. But it is not simply replicating game elements to manipulate the target audience. The key is to drive engagement and actions. Companies need to deeply appreciate the characteristics of the people and the culture, develop suitable playing fields and game mechanics, and design idealized user experience.
In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. Firstly, factors that influence shopping motivation are analyzed, and the different applications of gamification for common purposes and for e-Commerce are compared. Secondly, a case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.
Differentiating Yourself - How to standout & showcase your rockstar talentMelissa Wilfley
Guest lecture I gave at Republic Polytechnic College in Singapore to their UX program students on how to stand out and differentiate themselves when entering the workforce. Topics covered:
1. What your portfolio must contain
2. How best to use and leverage LinkedIn
3. How real-world companies actually consider you
SMX London 2015 Google Shopping ads - Tips and whats newAnn Stanley
Presented at SMX London in May 2015 - Ann Stanley provides the top tips on using Google Shopping ads.
The workshop also explains how to avoid your website or merchant feed from being disapproved, which could mean that your Shopping ads stop.
Finally Ann presents 2 of the latest announcements from Google:
1) Remarketing for Shopping ads
2) The anticipated Google Buy Button - and how Google will become a marketplace?
DIGITAL MARKETING FOR FIXED OPS: Tips & Techniques for Your Dealershiprun_frictionless
Your dealership is sitting on a goldmine that is ready to be mined. You can stake your claim and get more from a $400B industry without changing how your dealership operations are run.
https://runfrictionless.com/b2b-white-paper-service/
IS20G11 - Your Digital Advertising and Reporting is Massively Flawed - Jeremy...Sean Bradley
Online consumer research and shopping behavior in the auto industry is well understood. However, a significant blind spot exists regarding the path to purchase as consumers transition from online to in-person shopping. In this presentation, Jeremy Anspach will provide step by step guidance with building effective targeting and attribution models, as well as how to build effective marketing campaigns that connect with sales data. Following Anspach's presentation, you will understand how to integrate and enhance customer data and engage the right prospects and customers for more effective, customer-centric marketing. You will also be able to uncover ways to detect vendor reporting flaws, have confidence in knowing what’s working and maximize ROI in advertising.
Key Takeaways:
-Dealers will learn what is needed to standardize customer data: Eliminate tracking blind spots, combine multiple data sources, avoid duplicate data points, differing technology, as well as tainted, questionable and/or manipulated data.
-Deals will understand the value of escape the marketing channel practice: The path to purchase isn’t linear. Your customers don’t think in terms of channels, so why should you? Think beyond the click, know your customer.
-Dealers will learn what this means for the future of automotive marketing: Predictive (vs. reactive) marketing and the ability to capitalize on the customer lifecycle and sales cycle, with hyper-targeted, highly personalized experiences, to drive the highest ROI/ROAS.
Don't get owned marketing your Certified Pre-Owned Inventory (CPO) - Presente...Ian Cruickshank
Bring CPO Marketing to the Next Level
We know that pre-owned shoppers evaluate cars differently than new car shoppers. Pre-owned buyers evaluate the make, model and the individual vehicle, while new car shoppers typically only evaluate the model and trim.
However, many OEMs still market their CPOs the same way they market their new vehicles: through branding and incentives but not down to the individual vehicle.
Luckily, dealerships have been marketing individual vehicles for years and have made amazing strides at optimizing inventory based marketing. Come learn about the technology and optimization tips that OEMs can use to bring CPO marketing to the next level.
You’ll learn:
Which dealership marketing techniques can easily translate to CPO campaigns
What advances in technology have been made to enable better marketing
New metrics to gauge success for CPO campaigns
Thousands of companies of all sizes are using the Internet to effectively increase sales and lower costs. Learn how to design an eMarketing campaign that produces a positive return on your investment.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Mining, Refining & Minting Success With AdWords Display & Video. PRESENTATION: Mining and Refining Google Display: Setup Targeting and Conversion Optimization Tips - Given by Laura Thieme, @bizwatchlaura - Bizwatch, CEO. #SMX #14B
This is part of the series of presentations being delivered by Matthew Kwan, Principal Consultant of Adams at the Hong Kong Retail Management Association. There are contents that were not included in 2017 and a refreshed version of the same topic.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: Advanced Audience Targeting Making The Most Of Your Audiences - Given by Amy Bishop, @hoffman8 - Clix Marketing, Director: Audits, Outbound, Training. #SMX #24B
Since 2010, gamification has started being popularized as the next big thing. But it is not simply replicating game elements to manipulate the target audience. The key is to drive engagement and actions. Companies need to deeply appreciate the characteristics of the people and the culture, develop suitable playing fields and game mechanics, and design idealized user experience.
In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. Firstly, factors that influence shopping motivation are analyzed, and the different applications of gamification for common purposes and for e-Commerce are compared. Secondly, a case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.
Differentiating Yourself - How to standout & showcase your rockstar talentMelissa Wilfley
Guest lecture I gave at Republic Polytechnic College in Singapore to their UX program students on how to stand out and differentiate themselves when entering the workforce. Topics covered:
1. What your portfolio must contain
2. How best to use and leverage LinkedIn
3. How real-world companies actually consider you
SMX London 2015 Google Shopping ads - Tips and whats newAnn Stanley
Presented at SMX London in May 2015 - Ann Stanley provides the top tips on using Google Shopping ads.
The workshop also explains how to avoid your website or merchant feed from being disapproved, which could mean that your Shopping ads stop.
Finally Ann presents 2 of the latest announcements from Google:
1) Remarketing for Shopping ads
2) The anticipated Google Buy Button - and how Google will become a marketplace?
DIGITAL MARKETING FOR FIXED OPS: Tips & Techniques for Your Dealershiprun_frictionless
Your dealership is sitting on a goldmine that is ready to be mined. You can stake your claim and get more from a $400B industry without changing how your dealership operations are run.
https://runfrictionless.com/b2b-white-paper-service/
PPC Advertising For Dealerships - The Ultimate GuideKogneta
Find out the many campaigns that dealerships should be using to grow their dealership by targeting automotive buyers at each stage of their purchasing journey with advanced PPC advertising campaigns. These campaigns include:
- Branded PPC Campaigns
- Dynamic Inventory Campaigns
- Conquest Campaigns
- 4 Types of Remarketing Campaigns
- General Campaigns
Find out more by reading our comprehensive blog post: https://kogneta.com/ppc-marketing-for-dealerships/
How PDCA does Sales / Marketing for Consumer and B2B Brands via Teamwork with Automotive Brands - Retail Marketing and Motorsport Marketing. US and Global.
SIM - School Of Internet Marketing is institute for the digital marketing classes and it is one of the best institutes for digital marketing training in pune and pimpri chinchwad
India's 1st Practical Digital Marketing Training InstituteMakarand Deshmukh
School of Internet Marketing is Best & top rated digital marketing courses in pune. Join our digital marketing training classes in pune, pimpri chinchwad, Nalstop branch, learn digital marketing with our Practical Oriented Concepts includes SEO Training. SMO Training. PPC, Google Adwords. Youtube marketing etc.
Intro to Search Engine Marketing (SEM), pay-per-click advertising and Google Adwords for Troy Henikoff's "Entrepreneurial Tools For Digital Marketing" course at Northwestern's Kellogg School of Management. Elan Mosbacher. VP of Marketing @ SpotHero. January 2016.
Performance Max has brought a boost in ROAS however, this comes with less control and fewer insights into where this performance comes from. Using scripts and exclusions, there are steps you can take to see more accurate metrics in PMax performance and see optimal performance.
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
AdWords PPC Training Dec 2013 - Invest NI, Northern Ireland - Search Scientis...Louise McCartan
Google AdWords Pay Per Click training session delivered by Louise McCartan from Search Scientist Ltd on the 10th Dec 2013 in Templeton Hotel (Templepatrick), 11th Dec in Armagh City Hotel and on 12th Dec in Silver Birch Hotel in Omagh.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
5 Warning Signs Your BMW's Intelligent Battery Sensor Needs AttentionBertini's German Motors
IBS monitors and manages your BMW’s battery performance. If it malfunctions, you will have to deal with an array of electrical issues in your vehicle. Recognize warning signs like dimming headlights, frequent battery replacements, and electrical malfunctions to address potential IBS issues promptly.
What Does the PARKTRONIC Inoperative, See Owner's Manual Message Mean for You...Autohaus Service and Sales
Learn what "PARKTRONIC Inoperative, See Owner's Manual" means for your Mercedes-Benz. This message indicates a malfunction in the parking assistance system, potentially due to sensor issues or electrical faults. Prompt attention is crucial to ensure safety and functionality. Follow steps outlined for diagnosis and repair in the owner's manual.
Things to remember while upgrading the brakes of your carjennifermiller8137
Upgrading the brakes of your car? Keep these things in mind before doing so. Additionally, start using an OBD 2 GPS tracker so that you never miss a vehicle maintenance appointment. On top of this, a car GPS tracker will also let you master good driving habits that will let you increase the operational life of your car’s brakes.
𝘼𝙣𝙩𝙞𝙦𝙪𝙚 𝙋𝙡𝙖𝙨𝙩𝙞𝙘 𝙏𝙧𝙖𝙙𝙚𝙧𝙨 𝙞𝙨 𝙫𝙚𝙧𝙮 𝙛𝙖𝙢𝙤𝙪𝙨 𝙛𝙤𝙧 𝙢𝙖𝙣𝙪𝙛𝙖𝙘𝙩𝙪𝙧𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙨. 𝙒𝙚 𝙝𝙖𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙥𝙡𝙖𝙨𝙩𝙞𝙘 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙪𝙨𝙚𝙙 𝙞𝙣 𝙖𝙪𝙩𝙤𝙢𝙤𝙩𝙞𝙫𝙚 𝙖𝙣𝙙 𝙖𝙪𝙩𝙤 𝙥𝙖𝙧𝙩𝙨 𝙖𝙣𝙙 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙛𝙖𝙢𝙤𝙪𝙨 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙗𝙪𝙮 𝙩𝙝𝙚 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙛𝙧𝙤𝙢 𝙪𝙨.
Over the 10 years, we have gained a strong foothold in the market due to our range's high quality, competitive prices, and time-lined delivery schedules.
Core technology of Hyundai Motor Group's EV platform 'E-GMP'Hyundai Motor Group
What’s the force behind Hyundai Motor Group's EV performance and quality?
Maximized driving performance and quick charging time through high-density battery pack and fast charging technology and applicable to various vehicle types!
Discover more about Hyundai Motor Group’s EV platform ‘E-GMP’!
Why Is Your BMW X3 Hood Not Responding To Release CommandsDart Auto
Experiencing difficulty opening your BMW X3's hood? This guide explores potential issues like mechanical obstruction, hood release mechanism failure, electrical problems, and emergency release malfunctions. Troubleshooting tips include basic checks, clearing obstructions, applying pressure, and using the emergency release.
"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
Comprehensive program for Agricultural Finance, the Automotive Sector, and Empowerment . We will define the full scope and provide a detailed two-week plan for identifying strategic partners in each area within Limpopo, including target areas.:
1. Agricultural : Supporting Primary and Secondary Agriculture
• Scope: Provide support solutions to enhance agricultural productivity and sustainability.
• Target Areas: Polokwane, Tzaneen, Thohoyandou, Makhado, and Giyani.
2. Automotive Sector: Partnerships with Mechanics and Panel Beater Shops
• Scope: Develop collaborations with automotive service providers to improve service quality and business operations.
• Target Areas: Polokwane, Lephalale, Mokopane, Phalaborwa, and Bela-Bela.
3. Empowerment : Focusing on Women Empowerment
• Scope: Provide business support support and training to women-owned businesses, promoting economic inclusion.
• Target Areas: Polokwane, Thohoyandou, Musina, Burgersfort, and Louis Trichardt.
We will also prioritize Industrial Economic Zone areas and their priorities.
Sign up on https://profilesmes.online/welcome/
To be eligible:
1. You must have a registered business and operate in Limpopo
2. Generate revenue
3. Sectors : Agriculture ( primary and secondary) and Automative
Women and Youth are encouraged to apply even if you don't fall in those sectors.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
What Does the Active Steering Malfunction Warning Mean for Your BMWTanner Motors
Discover the reasons why your BMW’s Active Steering malfunction warning might come on. From electrical glitches to mechanical failures and software anomalies, addressing these promptly with professional inspection and maintenance ensures continued safety and performance on the road, maintaining the integrity of your driving experience.
What Exactly Is The Common Rail Direct Injection System & How Does It WorkMotor Cars International
Learn about Common Rail Direct Injection (CRDi) - the revolutionary technology that has made diesel engines more efficient. Explore its workings, advantages like enhanced fuel efficiency and increased power output, along with drawbacks such as complexity and higher initial cost. Compare CRDi with traditional diesel engines and discover why it's the preferred choice for modern engines.
1. The Dealer Guidebook
Best practice guide for Channel and Agency partners
Google Proprietary + Confidential ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
2. “We built the Dealer Guidebook to answer the one
question we frequently get when working with Dealers
and agency Partners, “How should I best use Google?"
The Guidebook is designed to help Dealers prioritize
Google's products based on a their marketing objectives
and where they are with digital. We believe these
guideposts will help Dealers create and capture demand
efficiently, maximizing their marketplace impact.”
Guy Schueller
Industry Director,
Automotive
Google Proprietary + Confidential ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
3. FUNDAMENTALS
If you’re not knocking these out
of the park, you’re not using
Google the right way.
BASICS
Basic but often overlooked...
powerful tactics worth
prioritizing before the rest.
DIFFERENTIATORS
Tested & true growth strategies...
some dealers are all-in, while
others have yet to see the light.
GROWTH LEVERS
Where the savviest dealers are
already testing, and where Google & our most
sophisticated marketing
partners are placing bets.
Four Pillars of the Dealer Guidebook
Google Proprietary + Confidential ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
4. Google Proprietary + Confidential
A Guide for Maximizing Google’s Products
Site Experience
◻ Speed
◻ Simplicity
Paid Search & Account
Structure
◻ Build keywords to cover
entire customer journey
◻ Optimal AdWords
account structure
◻ Location Targeting
Measurement
◻ Conversion tracking
◻ Google Analytics
◻ Define success metrics
Paid Search Basics
◻ Maximize new car brand
search, prioritize
“ready-to-buy”
◻ Ad excellence
◻ Bid by location
Display + Video Basics
◻ Google Display Network
◻ Trueview Instream
◻ Trueview Discovery
Audience Targeting Basics
◻ Remarketing
◻ Customer Match
Paid Search Differentiators
◻ Used car campaigns
◻ Fixed ops campaigns
◻ Spanish campaigns
Display + Video Differentiators
◻ Location Extensions
◻ gMail ads
Audience Targeting
Differentiators
◻ Similar Audiences
◻ In-Market Audiences
Paid Search Growth
◻ Expand keywords to
include segment &
conquest
Automation
◻ Automated Bidding
◻ Dynamic Search Ads
Measurement Growth
◻ Store Visits
◻ Store Sales
◻ Attribution
FUNDAMENTALS BASICS DIFFERENTIATORS FUTURE GROWTH
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
5. SITE EXPERIENCE
❏ Speed
❏ Simplicity
PAID SEARCH + ACCOUNT STRUCTURE
❏ Defend your brand: target keywords to
cover the entire shopper journey
❏ Optimal AdWords account structure
❏ Location targeting
MEASUREMENT
❏ Conversion tracking
❏ Google Analytics
❏ Define success metrics
FUNDAMENTALS
Dealer Guidebook
Google Proprietary + Confidential ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
6. Google Proprietary + Confidential
On mobile, speed and simplicity matter
of consumers will
abandon a mobile
site if it takes more
than 3 seconds to load
53% 97%
of consumers will
abandon a mobile site
if there are too
many form fields
Site Experience
Source: Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into
sharing benchmark data, n=3.7K, Global, March 2016
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
7. Google Proprietary + Confidential
Site Experience
examplewebsite.com
6s
Loading time on 3G: Fair
24%
Est. Visitor loss
(Due to loading time)
Find out how to speed up your
site to keep more visitors.
GET MY FREE REPORT
Industry comparison
examplewebsite.com is slower than the top-performing sites in the
Vehicles ▾ industry
Speed up
examplewebsite.com
A few fixes could reduce loading time by:
~3s
Speed up your site to keep more visitors.
See top fixes
GET MY FREE REPORT
Improve your website speed with testmysite.thinkwithgoogle.com
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
8. Confidential + Proprietary
Search interest is strongly correlated to vehicle sales
Source: Auto News Data Center, 2016, Google Internal Data, 2016
SAAR : Seasonally Adjusted Annual Rate
Google Search Interest vs. SAAR
Paid Search + Account Structure ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
9. Google Proprietary + Confidential
Defend your brand across all moments
Build out search keywords, for the makes and models you sell
Keyword
Types:
Price / Financing
- Nissan Altima price
- Honda Accord msrp
- Toyota Rav4 lease
Am-I-Getting-A-Deal
Moments
Is-It-Right-For-Me
Moments
Which-Car-Is-Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-Buy
Moments
Awareness Ready to BuyConsideration
Brand / Reviews
- 2018 Dodge
- Buick Encore review
- Jeep SUV
Model
- New Lincoln MKZ
- 2018 Kia Optima
- Volkswagen Golf mileage
Deals / Incentives
- GMC Sierra deals
- Chevy Malibu offers
- Ford Explorer sale
Dealer / Geo
- Hyundai Elantra dealer
- Grand Cherokee test drive
- Sentra Los Angeles
Paid Search + Account Structure
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
10. Google Proprietary + Confidential
Paid Search + Account Structure
Campaigns Ad Groups Keywords
Where to Buy
Am I Getting a Deal
Can I Afford It
Is It Right For Me
Which Car Is Best
MAKE + Dealership Name
MAKE + Dealer
MAKE/MODEL + City/ZipDealer Name Dealer Geo
Deals Incentives
Price Financing
General Model Specs
Make / Segment Reviews
MAKE/MODEL + Deal
MAKE/MODEL + Offer
MAKE/MODEL + Incentive
MAKE/MODEL + Discount
MAKE/MODEL + Price
MAKE/MODEL + MSRP
MAKE/MODEL + Finance
MAKE/MODEL + Lease
MAKE/MODEL + Year
New + MAKE/MODEL
MAKE/MODEL + Specs
MAKE/MODEL + Features
MAKE + Year
MAKE + Car Segment
MAKE/MODEL + Reviews
MAKE/MODEL + Ratings
Option 1: Structure your campaigns to capture intent across all models
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
11. Google Proprietary + Confidential
Campaigns Ad Groups Keywords
Where to Buy
Dealer
Location
MAKE/MODEL + Deal
MAKE/MODEL + Offer
MAKE/MODEL + Price
MAKE/MODEL + MSRP
MAKE/MODEL + Incentive
MAKE/MODEL + Discount
MAKE/MODEL + Finance
MAKE/MODEL + LeaseAm I Getting a Deal
Can I Afford It
Is It Right For Me
Which Car Is Best
Reviews
MAKE/MODEL + Year
New + MAKE/MODEL
MAKE/MODEL + Reviews
MAKE/MODEL + Specs
MAKE/MODEL + Features
MAKE/MODEL + Ratings
Price Financing
Deals Incentives
Model #1 - Ready to Buy
Model #1 - Shopping
MAKE/MODEL + Dealer
MAKE/MODEL + City/Zip
MAKE/MODEL + Dealership
MAKE/MODEL + Near Me
Model #1 - Consideration
General Specs
Option 2: Structure your campaigns to capture intent against specific models
Paid Search + Account Structure
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
12. Google Proprietary + Confidential
Use AdWords radius targeting to target
ads within the determined radius of the
your dealership
Review the AdWords distance reports to
understand how your ads perform based
on user proximity to your dealership
10mi
20mi
30mi
As a general rule, we recommend
dealers target a 10 mile, 20 mile and
30 mile radius around your dealership
Target your ads to the area around your
dealership
Paid Search + Account Structure
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
13. Google Proprietary + Confidential
Gain insight into the performance of your AdWords Campaigns using AdWords
Conversion Tracking
Moment Ad Click Conversion AdWords
Report
Measurement
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
14. Google Proprietary + Confidential
Set up Google Analytics and link to your AdWords account to fully understand
customer journey
Measurement
Google AdWords Google Analytics
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
15. Google Proprietary + Confidential
Define success metrics beyond lead form completions
Source: Google Surveys, US, November 2016 (n of 1,500 consumers who have purchased a car in the past 6 months)
Measurement
Only 26%
of people who have
purchased a vehicle in
the past six months
have actually filled out a
form
Phone Calls
Dealership Locator
Get Directions
VDP Pageviews
Chats
Text Messages
Contact Us
Schedule Appointment
Schedule Test Drive
Time on Site
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
16. Google Proprietary + Confidential
Actions to take
Site Experience
⬚ Speed up your website by going to testmysite.thinkwithgoogle.com to get a mobile friendliness site report.
Review recommendations from the report.
⬚ Simplify your lead forms and site navigation using these tips.
Paid Search and Adwords Account Structure
⬚ Build out keywords to cover the entire customer journey.
⬚ Organize your AdWords account to maximize performance using the tips here.
⬚ Location Targeting: target your ads to the area around your dealership.
Measurement
⬚ Set up AdWords conversion tracking and Google Analytics.
⬚ Link your Google Analytics and Google AdWords accounts by following these instructions.
⬚ Define success metrics beyond lead forms.
Fundamentals ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
17. PAID SEARCH BASICS
❏ Maximize new car brand search,
prioritize “ready-to-buy”
❏ Ad excellence
❏ Bid by location
DISPLAY + VIDEO BASICS
❏ Display remarketing
❏ Trueview In-stream
❏ Trueview Discovery
AUDIENCE TARGETING BASICS
❏ Remarketing
❏ Customer Match
❏
BASICS
Dealer Guidebook
Google Proprietary + Confidential ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
18. Google Proprietary + Confidential
Maximize your search opportunity for the makes/models you sell, and
prioritize the “ready-to-buy” moments
Price / Financing
- Nissan Altima price
- Honda Accord msrp
- Toyota Rav4 lease
Is-It-Right-For-Me
Moments
Which-Car-Is-Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-Buy
Moments
Awareness Ready to BuyConsideration
Deals / Incentives
- GMC Sierra deals
- Chevy Malibu offers
- Ford Explorer sale
Dealer / Geo
- Hyundai Elantra dealer
- Grand Cherokee test
drive
- Sentra Los Angeles
Paid Search Basics
Am-I-getting-a-deal
Moments
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
19. Google Proprietary + Confidential
Your ads should match a user’s search and your landing page
Paid Search Basics
BMW Dealer Near Me
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
20. Google Proprietary + Confidential
Get the most out of your ads
Enable ad extensions
.
Include 3+ texts ads
per ad group
Set ad rotation
to “optimal”
www.countryfordtrucks.com
Huge Selection Of New Ford Models. Schedule
A New Ford Test Drive Now!
Country Ford Trucks - Ceres,
California - countryfordtrucks.com
www.fordrazzari.com
Your Friendly Local Ford Dealer View Our
Merce, CA Ford Inventory. Chat Support
Razzari Ford - Your Local Ford
Dealer - fordrazzari.com
www.mysonoraford.com
Your Sonora Ford Dealer. View Our Inventory
Online Now & Call for Specials!
Sonora Ford - Your Sonora Ford
Dealer - mysonoraford.com
Click to call
extensions
(New) Pricing
Extensions
Location
extensions
Paid Search Basics ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
21. Proprietary + Confidential
Goals
Drive more leads towards maintenance and service
department using Google Search ads
Approach
● Create separate campaign focused on service
and maintenance search terms
● Enable call extensions to get mobile users
straight to service department
Results
Case Study
Gettel Hyundai increases calls to
service center by 16% with AdWords
call extensions
16%Increase in phone calls
to service center
4%Increase in clicks to
website
Paid Search Basics ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
22. Google Proprietary + Confidential
Paid Search Basics
Customers who click on an ad within a mile of
your dealership are 4x as valuable
Shoppers near your dealership are most valuable
Use bid-by-location to bid higher for customers closer to your dealership
4x
+30%
+15%
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
23. On Desktop & Tablets
On Mobile Web On YouTube
79% of time online is spent beyond search: the Google Display Network
helps you reach customers across the web
google property and confidential
Display + Video Basics ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
24. More than 40% of shoppers who watched a vehicle video about cars or trucks
visited a dealer as a result
Google Proprietary + Confidential
46%
42%
40%
37%
Source: Google/comScore, "Automotive Shopper Study, " US, Jan. 2017 (n=3,165 consumers 18+ who purchased a vehicle in the past 3 months)
Visited a dealership
Searched a dealership’s inventory
Researched more online
Talked to friends/family about vehicles
Display + Video Basics ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
25. Bumper Ads
6-second video ads
so you can capture
the attention of mobile
viewers
*click on video area to play Bumper Ad
Trueview
:15- or :30-second
skippable video ads
You only pay if the
consumer watches
your full :30
Promote your video content to users who choose to watch
Video
Google Proprietary + Confidential
Display + Video Basics ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
26. Reach shoppers searching on YouTube using Trueview Discovery
YouTube Search YouTube Watch pages
1/3of users search
for a video on
YouTube, and
watch a related video
20%
Google Proprietary + Confidential Source: Automotive Shopper Path to Purchase, Millward Brown Digital and Polk, September 2015.
Display + Video Basics ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
27. Proprietary + Confidential
Goals
Move budget from traditional TV to YouTube TrueView
to reach auto enthusiasts watching video.
Approach
Use contextual and behavioral signals, such as
geo-location, to find high quality customers who are
interested in watching their content
Results
Case Study
Brandon Honda Drives 100K
engaged video views with TrueView
1OOK $0.10Video views in
one month
Average cost of
engaged viewer
When you have skippable
ads, the viewers are in
control. They’re choosing to
watch our ad.
“
”— John Marazzi, Managing Partner, Brandon
Honda
Display + Video Basics ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
28. Google Proprietary + Confidential
Audience Targeting Basics
Remarketing
Reconnect with customers that
previously visited your website
Did Not Complete Lead Form
Completed Lead Form
Customer Match*
Re-engage with existing
customers using your CRM data
New Customer
Current Customer
*not all dealer accounts qualify for customer match. Customer match is
available on Search, YouTube and Gmail
Target your most valuable audiences
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
29. Google Proprietary + Confidential
Add the remarketing
tag to your website
Visitors are automatically
added to the ‘All Visitors’
remarketing list after they visit
your website
Identify segments of
visitors that you want
to treat differently and
create custom lists
For example, VDP Page
Viewers and Lead Form
Abandoners
Tailor your
messaging, and
optimize your bids to
prioritize users from
your most valuable
lists
For example, increase your bid
by 15% for visitors who
abandoned a lead form in the
past 30 days
Remarketing lists are
available to target on
Search, YouTube and
the Google Display
Network
Target past site visitors across
all devices
Remarketing: a closer look into reconnecting with customers across the web
Audience Targeting Basics
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
30. Google Proprietary + Confidential
Upload first-party
data in AdWords
as an audience list
Lists are uploaded via a
privacy-safe, hashed method
AdWords matches
your email
addresses to
Google accounts
Once we create your
audience list, we discard all
data
List is translated into
an audience list and
made available to
target or exclude
Target customers on Search,
YouTube and Gmail
Create custom ads
with tailored
messaging based on
what you know about
the customer
Target customers across all
devices
Customer Match: a closer look into re-engaging with customers in your CRM
Audience Targeting Basics
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
31. Google Proprietary + Confidential
Paid Search Basics
⬚ Maximize your opportunity on “ready-to-buy” searches related to new cars. Aim for 90% impression share.
⬚ Ad Excellence: enable ad extensions, include 3 ads per ad groups, and set ad rotation to “optimal”. Check your ad
relevance by going to google.com/adpreview and performing a search on your keywords.
⬚ Bid by location: bid more for customers who are near your dealership. Adjust your bids by location.
Display and Video Basics
⬚ Google Display Network: get your ads on the Display network to reach customers across the web.
⬚ YouTube Trueview In-stream ads: run YouTube trueview instream ads and 6-second bumper ads on mobile to drive
awareness and action.
⬚ YouTube Trueview Discovery ads: reach people searching and browsing on YouTube with Trueview discovery ads.
Audience Targeting
⬚ Remarketing : Reconnect with vehicle shoppers who’ve visited your website and may be searching, browsing
content or watching videos.
⬚ Customer Match: If eligible, use your dealer CRM to target your existing customers online.
Actions to take
Basics
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
32. Google Proprietary + Confidential
PAID SEARCH DIFFERENTIATORS
❏ Used car campaigns
❏ Fixed ops campaigns
❏ Spanish campaigns
DISPLAY AND VIDEO DIFFERENTIATORS
❏ Location Extensions
❏ Gmail Ads
AUDIENCE TARGETING DIFFERENTIATORS
❏ Similar Audiences
❏ In-Market Audiences
DIFFERENTIATORS
Dealer Guidebook
Google Proprietary + Confidential
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
33. Google Proprietary + Confidential
Build out search keywords related to the used car makes/models you sell
Price / Financing
2015 rav 4
price for used sienna
Used Nissan Altima price
Is-It-Right-For-Me
Moments
Which-Car-Is-Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-Buy
Moments
Awareness Consideration
Deals / Incentives
- GMC used Sierra deals
- Offers for used Chevy Malibu
- Sales on second hand Ford
Explorers
Dealer / Geo
CPO toyota dealer
Toyota CPO
Used Carola Detroit
Am-I-getting-a-deal
Moments
Paid Search Differentiators
Ready to Buy
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
34. Google Proprietary + Confidential
Paid Search Differentiators
Nearly 25% of all automotive searches are parts, services,
and maintenance related
Of the parts and services shoppers that use search, more
than half call the service provider directly from a search
result
Fixed Ops: shoppers turn online to decide where to service their vehicle. Create
parts and service campaigns using keywords related to the makes/models you sell
Sources: Google Internal Data, Fixed Operations queries. US, Jan-Aug 2017;
2017 Google / Critical Mix Fixed Ops Study
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
35. Google Proprietary + Confidential
Hispanic market: reach a growing market by creating
Spanish language search campaigns
14%of new cars were bought by Hispanics in
2017
Source: PolkIHS New ethnic registrations Jan - Nov 2017
Automotive Shopper Study, Google, comScore, Jan. 2017 S3b_NEW. Which one type of car/truck did you most recently purchas
2/3
of Hispanic auto purchasers who search
at least monthly have used Spanish to
look for information using a search
engine
Paid Search Differentiators ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
36. Campaigns + Language Settings:
● Spanish keywords, English Language Setting
● Spanish & English keywords, Spanish Language Setting
Devices - All devices, Mobile bid modifiers
Location - Specific area around your dealership
Ad Rotation - Optimize for clicks or conversions
Optimal campaign structure to reach Hispanic audiences
Paid Search Differentiators ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
37. Google Proprietary + Confidential
Capture nearby shoppers with Location Extensions for Display and YouTube
Display & Video Differentiators
Get Directions to Dealership
View Dealership Information
● Dealership name
● Address (city, zip, country, etc)
● Phone number
● Dealership Hours (excl. holidays)
● Business Categories
● Review info
Call Dealership
Navigate to dealership site
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
38. Google Proprietary + Confidential
You are only charged when
someone chooses to engage and
clicks to open the email
Re-engage existing customers or
leads on Gmail by uploading your
e-mail marketing lists into AdWords
Reach more of your best
customers with similar audiences
automatically generated by Google
based on your uploaded lists
Reach existing customers or new prospects with prime placement in Gmail
Display & Video Differentiators ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
39. Google Proprietary + Confidential
Similar Audiences: Acquire
customers who share similar
characteristics to people on your
remarketing lists
In-Market Audiences: find
customers who are researching
cars and actively considering
buying
Similar
behavior to your
customers
Your Customer
Audience Targeting Differentiators
Expand your audience targeting
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
40. Google Proprietary + Confidential
People with
similar
behavior to
your
customersYour Customer
Find new customers that have
similar browsing interests as your
existing customer base
Similar audience lists are created
based on:
● Your Remarketing Lists
● Your Customer Match Lists
Similar audience lists are
generated automatically and
updated in real time
Audience Targeting Differentiators
Similar audiences: a closer look at prospecting new customers
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
41. Google Proprietary + Confidential
In-Market audiences: a closer look at people who are actively researching cars
RESEARCH
PURCHASE
Visited multiple auto manufacturer
and aggregator sites
Compared safety
features on review site
Inventory search on
dealership site
Website type and page content
Reach and frequency of visits
Views, clicks and conversions on
related ads
Audience Targeting Differentiators ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
42. Proprietary + Confidential
Goals
● Influence new car buyers to consider FCA brands
● Increase online conversions from new website
visitors
● Improve efficiency across all search campaigns
Approach
● Enabled similar audiences for search campaigns
● Tailored ads and bids to specific audiences
Results
Google. Fiat Chrysler Automobiles Case Study. Q3 2016.
www.fcanorthamerica.com
Case Study
Fiat Chrysler Automobiles Drives 22% More
Conversions With Similar Audiences for
Search
— Amy McNeil, Head of Digital Marketing,
Fiat Chrysler Automobiles US
Keywords provide the strongest signal for intent,
but we’ve also found that layering audience data
can result in stronger campaign performance.
Similar audiences for search has helped us reach
auto shoppers more efficiently while improving
our ability to connect with them in critical
moments throughout their purchase journeys.
“
” 22% 14% 11%more
conversions
lower cost-per-
acquisition
increase in
click-through
rates
Audience Targeting Differentiators ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
43. Google Proprietary + Confidential
Paid Search Differentiators
⬚ Used car campaigns: Create search campaigns that cover “used” and “model year” terms. Prioritize the
“ready-to-buy” moments
⬚ Fixed ops campaigns: Create parts and service search campaigns related to the makes/models you sell.
⬚ Spanish campaigns: Tap into new audiences by creating Spanish language search campaigns.
Display and Video Differentiators
⬚ Location Extensions: Enable location extensions on your Display Network ads to drive foot traffic to your
dealership.
⬚ Gmail ads: Test Gmail ads to connect with customers through a more personal-feeling format.
Audience Targeting Differentiators
⬚ Similar Audiences : Acquire new customers who share similar characteristics to people on your remarketing lists.
This type of targeting is available for search, display and video campaigns.
⬚ In-Market Audiences: Reach customers who are actively researching and in-market for a car. This type of
targeting is the best way to expand your reach across display and video.
Actions to take
Differentiators ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
44. PAID SEARCH GROWTH
❏ Expand Keywords to include
segment & conquest
AUTOMATION
❏ Automated bidding
❏ Dynamic Search Ads
MEASUREMENT GROWTH
❏ Store Visits
❏ Store Sales
❏ Attribution
FUTURE GROWTH
Dealer Guidebook
Google Proprietary + Confidential ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
45. Google Proprietary + Confidential
Paid Search Growth
Expand your keywords, beyond the makes/models you sell, to reach
customers when they’re comparing multiple brands
of shoppers considered
more than one brand
85% different brands
considered on average
3-4
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
46. Google Proprietary + Confidential
Automation
of queries on google.com
are new every day
15%
Dealer’s website content is
large and inventory changes
daily
Search Queries
Location
Time of Day
Device Type
Videos
Watched
Browsing History
Personal interests
Conversion Rate
Demographics
Conversion Path
Hundreds of signals to consider
when targeting your ads
Marketing to car buyers isn’t always easy
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
47. Google Proprietary + Confidential
Automated Bidding
Google takes the heavy lifting and
guesswork out of setting bids by
automatically bidding to meet your
performance goals.
Automated Targeting
Google helps you reach your most
valuable shoppers using your
performance data to automatically
target consumers likely to convert.
Automated Ad Creation
Google saves you time with
dynamically generated ads that
update automatically.
AdWords Solution:
Smart Bidding
AdWords Solution:
Dynamic Search Ads
AdWords Solution:
Dynamic Search Ads
Let Google’s automation tools save you time and increase your efficiency
Automation ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
48. Enhanced CPC
Achieve more conversions
while maintaining control
of your max CPC bids
Work smarter, faster, and win more by testing automated bidding strategies
Maximize Conversions
Drive as many conversions
as possible within your
specified budget
Target CPA
Attain as many
conversions as possible
while maintaining your
target CPA
Target ROAS
Get the highest conversion
value possible at your
target return on ad spend
(ROAS)
Automation ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
49. Proprietary + Confidential
Goals
Increase the volume and quality of visitors to website
while optimizing media mix across channels
Approach
● Implement effective cost per click (ECPC) smart
bidding strategy, optimizing consumer intent
instead of at the keyword level.
● Use position-based attribution to attribute
conversions across channels.
Results
Case Study
TurnKey Marketing and City KIA use
smart bidding to drive 35% increase
in search conversions
122%Increase in ad
traffic to site
35%Increase in search
conversions
9XIncrease in display
conversions
Automation ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
50. Google Proprietary + Confidential
Automation
You provide the Ad Description and Google
automatically generates the Headline and
most relevant Landing Page.
Keywords Auto Targets
Regular Search
Campaign
Ad Group
Keywords
Dynamic Search
Campaign
Ad Group
Auto Targets
Instead of selecting keywords for each ad
group, you select one or multiple relevant
Auto Targets per ad group that relates to a
group of keywords.
1 Search Ads Dynamic Search Ads2
New searches happen every day, use Dynamic Search Ads to automatically
target new searches with relevant ads and landing pages
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
51. Google Proprietary + Confidential
2018 Chevy Cruze
1
Specify pages of your website, daily
budget and ad template
2
User types a query
3 4If no exact keyword is eligible, Google
finds the page that best matches the
query on your website
Google dynamically generates an
ad headline and destination URL
Automation
Dynamic Search Ads: how they works
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
52. Google Proprietary + Confidential
Measurement Growth
$750B
Nearly all vehicle shoppers go online to find information
of new vehicle buyers used online
sources during the shopping process95%
Measurement Growth
Google/comScore, "Automotive Shopper Study", US, Jan. 2017 (n=3,165 consumers 18+ who purchased a vehicle in the past 3
months)
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
53. Google Proprietary + Confidential
Measurement Growth
Better understand the value of your online marketing by measuring the
offline impact
User Online User at your Dealership
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
54. Google Proprietary + Confidential
Two ways to connect AdWords activity to offline sales
Measurement Growth
Store Visits Reporting
Connects Google clicks to dealership
foot traffic numbers
Store Sales
Connects Google clicks to dealership
transactions
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
55. Google Proprietary + Confidential
Visits Dealership
Dealership
2
Ongoing data validation
(surveys) with 5M+ user panel
# of Store
Visits
Extrapolated to the population
aggregated and anonymized
3
Geometry, Wifi
scanning
(200M+ locations)
GPS, Wifi
triangulation,
Location history
Backend
data
Clicks on
an ad
Signed-in and opted into
location history
User behavior
1
Store Visits: a closer look at how it works
Measurement Growth ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
56. Google Proprietary + Confidential
Logged-in Google user
clicks on a Google
Search ad
Store Sales Direct matches
Google logged-in user emails with
point of sale advertiser data. The
results will then be aggregated
and extrapolated to represent an
estimation of all clicks!
User visits dealership and provides
email at purchase (through loyalty
program or other)
Advertiser uploads hashed
emails and purchase value via
Google Partner Dashboard
@
1 2 3 4
Store Sales: a closer look at how it works
Measurement Growth ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
57. Google Proprietary + Confidential
66% of your conversions
take place after multiple
ad clicks
Shoppers rarely follow a linear path-to-purchase
Measurement Growth
of people switch between
screens to complete tasks90%
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
58. Google Proprietary + Confidential
Measurement Growth
Increasingly complex conversion paths introduce three challenges in measurement
Challenge 3:
Crediting Across
Channels
Where to Buy
Ad Click
Challenge 1:
Crediting
Across
Keywords
Challenge 2:
Crediting
Across
Devices
ConversionLast Click
Ad Click
Which Car
Is Best?
Ad Click
Is It Right
For Me?
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
59. Google Proprietary + Confidential
Move beyond last click attribution in AdWords by testing different attribution models
Linear: credit distributed equally across all
keywords
Position-based: first and last clicked keywords
each receive 40% of credit; 20% is distributed
across all other keywords
Time Decay: recent clicks are valued higher
than older clicks (using 7-day half-life)
Don’t worry if you have the “perfect model”, it’s more important
to give some credit all steps in the customer journey
Measurement Growth
ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
60. Google Proprietary + Confidential
PAID SEARCH GROWTH
⬚ Segment & Conquest: reach customers who research multiple brands, by expanding your keywords beyond the
makes/models you sell.
AUTOMATION
⬚ Automated Bidding: let Google’s tools do the work for you and help you run more effective campaigns using
automated bidding strategies.
⬚ Dynamic Search Ads: use Dynamic Search Ads to automatically target new searches with relevant ads and
landing pages.
MEASUREMENT GROWTH
⬚ Store Visits: see how many people visited your dealership after clicking on your ads.
⬚ Store Sales: calculate the value of offline sales that are driven by your online ads.
⬚ Attribution: move beyond last click attribution models to better understand your customers and drive more sales.
Actions to take
Future Growth ADM Consulting, LLC (505) 301-6369 www.ADMPC.com
Contact Ralph Paglia for more information or implementation assistance...
RPaglia@gmail.com www.facebook.com/RPaglia www.linkedin.com/in/RPaglia