Prolific search engine use has radically changed the way people shop for cars. Moore & Scarry Advertising, a Google Adwords Premier SMB Partner shows you how and what you can do to stay ahead of the curve.
Presented at the National Conference for Database Marketing, where Harland Clarke was presented with the Gold Award for their work with Zions Bank in developing the Rapid Deployment Intelligent Onboarding Program.
Delvinia Digital Diseases Presentation SmeiDelvinia
Adam Froman identified the six common missteps made by digital marketers that Delvinia calls “digital diseases” which can be found lurking online that wary customers avoid contact like the plague; they are as follows: Widget-it is, Obsessive Content Disorder or OCD, Data-pox, Ad-theria, Mono-typosis and Navigation Deficiency Virus (NDS).
Social media is everywhere and companies and consumers alike are constantly looking for effective ways to utilize online communities, blogs, wikis and the latest social media tools to engage audiences. With more than 300 million people engaged in social media, failing to leverage online mediums is often interpreted as taking a step backwards. It is the age of the consumer and social media has been the catalyst, effectively shifting control from management to the customer. Understanding your customer, giving them a voice and most importantly, listening to what they have to say is key to succeeding in the new digital world.
You will learn:
To effectively engage the audience. Digital marketing and social media in particular is a powerful platform that can create lasting customer relationships and generate millions of dollars for marketers, but you must make things interesting and meaningful.
How to listen to your audience(s). If someone that you do business with offers you advice on improving your business/customer relationship – listen. Maintaining an existing relationship is easier than spending time and money searching for a new one.
To be innovative. The biggest mistake a business can make is not experimenting or developing their digital marketing capabilities. If you’re not doing it, someone else will.
Presented at the National Conference for Database Marketing, where Harland Clarke was presented with the Gold Award for their work with Zions Bank in developing the Rapid Deployment Intelligent Onboarding Program.
Delvinia Digital Diseases Presentation SmeiDelvinia
Adam Froman identified the six common missteps made by digital marketers that Delvinia calls “digital diseases” which can be found lurking online that wary customers avoid contact like the plague; they are as follows: Widget-it is, Obsessive Content Disorder or OCD, Data-pox, Ad-theria, Mono-typosis and Navigation Deficiency Virus (NDS).
Social media is everywhere and companies and consumers alike are constantly looking for effective ways to utilize online communities, blogs, wikis and the latest social media tools to engage audiences. With more than 300 million people engaged in social media, failing to leverage online mediums is often interpreted as taking a step backwards. It is the age of the consumer and social media has been the catalyst, effectively shifting control from management to the customer. Understanding your customer, giving them a voice and most importantly, listening to what they have to say is key to succeeding in the new digital world.
You will learn:
To effectively engage the audience. Digital marketing and social media in particular is a powerful platform that can create lasting customer relationships and generate millions of dollars for marketers, but you must make things interesting and meaningful.
How to listen to your audience(s). If someone that you do business with offers you advice on improving your business/customer relationship – listen. Maintaining an existing relationship is easier than spending time and money searching for a new one.
To be innovative. The biggest mistake a business can make is not experimenting or developing their digital marketing capabilities. If you’re not doing it, someone else will.
Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.
Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the opportunities mobile marketing has to offer. Focussing on the ever evolving ways in which companies and consumers communicate and purchase goods, we will look at how exactly mobile advertising is evolving and how it can be used to really elevate your brand. Using recent research on mobile media consumption and tablet usage, we will explore how innovative HTML5 rich media ad formats respond to the increased demand for targeted, personalised brand experiences. Finally we will highlight mobile advertising and rich media best practices in relation to how consumers are currently using their phones.
You'll also learn how to:
Produce a personalised, targeted, customer-specific mobile campaign
Integrate mobile alongside your traditional marketing channels with a focus on "multi screening"
Tailor your mobile marketing strategy to reflect current consumer media consumption trends
Dispel the widely held myths about mobile adverts with a focus on rich media immersive experiences
Can't make the call? Sign up anyway and we'll be sure to send you the recording.
About the presenter:
Zee Ahmad, Head of Business Development, InMobi UK
Zee is InMobi’s Head of Business Development for the UK. He leads the UK’s supply side strategy, developing InMobi’s publisher portfolio, product mix and third party partnerships. Prior to joining InMobi Zee was the UK Sales Lead for Navteq Media Solutions, Nokia’s location based mobile ad network. He has over 10 years experience in digital and mobile advertising.
OMMA Display 2011 -- Transformation of the Measurement Industry: How Much Can...Linda Gridley
OMMA Display 2011
Presentation by Linda Gridley
Transformation of the Measurement Industry: How Much Can be Attriibuted to M&A? Learn more about Gridley & Company at http://www.gridleyco.com
Global Entertainment and Media practiceUmair Mohsin
Global entertainment and media practice Presentation by Price White House Coopers.
Marcel Fenez, global leader of the entertainment & media practice, talks about why there's nowhere to hide from the migration to digital, and how the economic crisis is accelerating this process.
Mobile coupons can get tricky from a from a strategic perspective. With mCoupon technology ranging from static to dynamic and dynamic verified, it’s imperative brands develop a clear understanding of what’s out there in order to execute campaigns successfully. In this webinar we analyze the mobile coupon ecosystem and develop action items for earning mCoupon ROI. From the Getting It Right In Mobile series.
This is a basic summary of Social Media. It was a presentation given to the Dorking Halls Business Club that meet each week.
It was designed to be discussed in 10 minutes and give a general overview of what is going on.
Canada continues to lead the world in online engagement, with visitors spending an average 45 hours per month online, representing a fertile ground for digital marketers and advertisers.
Keen to brush up on your mobile advertising lingo? This session will give you a back to basics overview of the mobile advertising ecosystem whilst leaving you excited and inspired about the opportunities mobile marketing has to offer. Focussing on the ever evolving ways in which companies and consumers communicate and purchase goods, we will look at how exactly mobile advertising is evolving and how it can be used to really elevate your brand. Using recent research on mobile media consumption and tablet usage, we will explore how innovative HTML5 rich media ad formats respond to the increased demand for targeted, personalised brand experiences. Finally we will highlight mobile advertising and rich media best practices in relation to how consumers are currently using their phones.
You'll also learn how to:
Produce a personalised, targeted, customer-specific mobile campaign
Integrate mobile alongside your traditional marketing channels with a focus on "multi screening"
Tailor your mobile marketing strategy to reflect current consumer media consumption trends
Dispel the widely held myths about mobile adverts with a focus on rich media immersive experiences
Can't make the call? Sign up anyway and we'll be sure to send you the recording.
About the presenter:
Zee Ahmad, Head of Business Development, InMobi UK
Zee is InMobi’s Head of Business Development for the UK. He leads the UK’s supply side strategy, developing InMobi’s publisher portfolio, product mix and third party partnerships. Prior to joining InMobi Zee was the UK Sales Lead for Navteq Media Solutions, Nokia’s location based mobile ad network. He has over 10 years experience in digital and mobile advertising.
OMMA Display 2011 -- Transformation of the Measurement Industry: How Much Can...Linda Gridley
OMMA Display 2011
Presentation by Linda Gridley
Transformation of the Measurement Industry: How Much Can be Attriibuted to M&A? Learn more about Gridley & Company at http://www.gridleyco.com
Global Entertainment and Media practiceUmair Mohsin
Global entertainment and media practice Presentation by Price White House Coopers.
Marcel Fenez, global leader of the entertainment & media practice, talks about why there's nowhere to hide from the migration to digital, and how the economic crisis is accelerating this process.
Mobile coupons can get tricky from a from a strategic perspective. With mCoupon technology ranging from static to dynamic and dynamic verified, it’s imperative brands develop a clear understanding of what’s out there in order to execute campaigns successfully. In this webinar we analyze the mobile coupon ecosystem and develop action items for earning mCoupon ROI. From the Getting It Right In Mobile series.
This is a basic summary of Social Media. It was a presentation given to the Dorking Halls Business Club that meet each week.
It was designed to be discussed in 10 minutes and give a general overview of what is going on.
Google's mission is to organize the world's information and make it universally accessible and useful. From its early days at Stanford University, the Google search engine has proven to return the most relevant results. Google has monetized search, being able to deliver advertisements that are relevant to the pages they are displayed on. Beyond search, Google offers many free services including Gmail, Google Maps, and YouTube. These services add to Google’s platform, and provide content for Google’s advertising. Google has not been successful in monetizing all of its products and services.
A taster of the results from IAB & MMA supported research into the UK mobile advertising market (June 2009).
If you want to buy the full report then contact James Cameron on james@camerjam.com
See the McDougall Interactive Strategy from our Search and Social Seminar. This is from 2011 so while some information seems outdated you would be surprised how much is still relevant.
Keynote presentation from Jeffrey Pruitt, CEO of ethology, at Baidu World Conference in Beijing on September 2, 2011.
The confluence of content, social, and search have presented marketers with a uniquely new and challenging paradigm shift. Pruitt delves into the new breed of marketing that is driven by creating, optimizing, and distributing the different types of content required to engage customers on the social web, based on the data of many analysis tools.
Video is a powerful asset for driving activity along the purchase funnel, but how can you use it to start an interactive conversation with your audience and, more importantly, get them to watch it in the first place?
Leveraging examples from interactive video campaigns and the latest research, executives from PointRoll and our Open Insights™ and Included Program™ partner TubeMogul, a brand-focused video advertising platform, will take a deep dive into video advertising.
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.
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.
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.
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.
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.
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.
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.
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’!
"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.
How Search Has Radically Changed The Way Consumers Shop For Cars Version 2.0
1. HOW SEARCH HAS RADICALLY
CHANGED THE WAY
CONSUMERS SHOP FOR CARS
2. Moore & Scarry Expertise
Moore & Scarry is one of only
13Google Premier Partners in
According to Google and
North America and one of only Microsoft, Moore & Scarry is the
3 in the automotive industry most-highly trained automotive
search company in North America
4. Digital Marketing Landscape
2011 Digital Advertising Spend (Billions)
Social Media
$1,590 Email Marketing
5% $1,510
Search engine 4%
marketing accounts
for 54% of the digital Mobile Marketing
$1,652
advertising spend 5%
Search Marketing
$18,756
54% Display Advertising
$10,949
32%
5. Evolving Dealership Advertising
2010 Dealer Ad
Spending
2000 Dealer Ad Other
9.00%
Spending Newspaper
Other 22%
7.50%
Internet
4.60% Newspaper
52%
Direct Mail Internet
6.40% 23.70%
Radio
Television 16%
15.50%
Direct Mail
9.70%
Television
20.10%
Radio
14%
6. Internet Usage in Auto Shopping
Dealerships Visited
Internet Usage During the Auto Buying During Shopping
100%
Process 5
Process
90% 20% 17%
32% 31% 27% 23% 4.1
80% 4
70%
60% 3
58% 62%
50% 51% 55%
47% 48%
40% 2
30% 1.3
20% 1
10% 21% 21% 22% 22% 22% 22%
0% 0
2005 2006 2007 2008 2009 2010
2005 2010
No Usage Internet Usage Submit Lead
8. SEO Site Traffic
Sample Site Keyword Traffic: 7091 Visits
1459 Other Keywords
Keyword 1 • 41.9% of SEO
traffic comes from
one keyword
• 60.9% of SEO
traffic comes from
the top 6 keywords
• 1459 other
keywords make up
the remaining
traffic
• After the top 6
Keyword 6 keywords, the
traffic averages 1.9
Keyword 5 visits per keyword
Keyword 4 Keyword 3 Keyword 2
9. Paid Search Site Traffic
Sample Site Keyword Traffic: 3082 Visits
Keyword 1 • 9.3% of paid
search traffic
comes from one
Keyword 2
keyword
• 33.3% of paid
Keyword 3 search traffic
comes from the top
6 keywords
Keyword 4 • 403 other keywords
make up the
Keyword 5 remaining traffic
• After the top 6
Keyword 6
keywords, the
403 Keywords traffic averages 5.1
visits per keyword
10. The Destruction of Organic Space
Search
marketing
Maps
Place
s Search
marketing
Reviews
11. Google Advertising Revenue
2010 Revenue By Source
Everything
else
4%
Google Market Cap: $197
Billion
Advertising
96%
12. Google Marketshare
General Market Share
Other Automotive Market Share
4.3% Other
Yahoo 1.6%
Microsoft 8.9%
14.7%
Microsoft
10.6%
Yahoo
16.3%
Google
+18.6%
64.8% Automotive
Traffic
Google
76.9%
15. Gaining Proper Perspective on
Search Engine Marketing
Average Customer Spends
$3,200 $21,000 $62,000
Search Engine Marketing Electronic Media Electronic Media
Desired Customer Spends
$5,300 $18,000 $62,000
Search Engine Marketing Electronic Media Electronic Media
+65% Increase in -10% Decrease in Medium 0% Change In
Medium 60% Targeted 0.17%% Targeted Advertising Expenditure
16. Internet Usage in Auto Shopping
Dealerships Visited
Internet Usage During the Auto Buying During Shopping
100%
Process 5
Process
90% 20% 17%
32% 31% 27% 23% 4.1
80% 4
70%
60% 3
58% 62%
50% 51% 55%
47% 48%
40% 2
30% 1.3
20% 1
10% 21% 21% 22% 22% 22% 22%
0% 0
2005 2006 2007 2008 2009 2010
2005 2010
No Usage Internet Usage Submit Lead
17. Internet Usage
Dealership Web Site Usage
0 Home Page
Other pages
16%
24%
76% of Dealership web site
traffic is the home
page, used cars, new cars or
specials.
All other web pages on
dealer web sites account for
Specials Used Cars only 24% of dealership web
12% 27% site traffic.
New Cars
21%
18. Dynamic Inventory Marketing
Haystack creates
campaigns based
on your actual
inventory and
updates each day
Better Performance
382% Than Used Vehicle SEO
Reduction In Clicks
158% Better Performance
Than Non-Haystack SEM 58% To Find A Vehicle
Search engine usage is exploding. I think everyone understands that it is, but perhaps not realize the actual figures. Search usage is up almost 5200% in the past five years.What’s so important about this is that how people behave has radically changed since the last time they interacted with you. JD Power reports that the average trade age is 6.2 years. Anecdotally, we feel it is shorter, but perhaps more like 4 or 5 years. With either of those two figures in mind, the way that a customer shopped for a vehicle the last time they purchased a vehicle from you has changed – as much as 5200% - since the last time they purchased a vehicle from you. That’s what we’re tasked with today – a society and technology that is changing so rapidly, that from the time a consumer interacts with you the first time to the time they interact with you again, the forms of media and habits have change dramatically. With this in mind you can see why being proactive and aggressive in your efforts in regard to the search engines is so important.
While many people don’t realize it, search engine marketing is ubiquitous with digital advertising. You’ll likely attend seminars about email marketing, social media and other emerging digital mediums. The fact of the matter is that search engine marketing accounts for one out of every two digital marketing dollars. And there’s good reason why – it’s incredibly targeted and accountable. So while you may attend a number of different seminars today and I’m sure they all will be good and helpful and presented well – many of them are about mediums that are a very small portion of the media landscape.
And here’s why you can see that the Internet has become so important for auto dealers. In 2000, 52% of all dealer advertising was done in the newspaper. In 2010, almost half of newspaper advertising has been replaced by Internet. Now the Internet is the number one advertising source for dealers and has replaced about all of what newspaper has lost in the past ten years. You can see that no other categories have radically changed. In effect, the Internet has taken a 50% share of what was the auto industry’s number one advertising outlet.
On the left, you can see a chart on Internet usage during the auto shopping process from 2005 to 2010. While you can see usage go up, on the chart on the right, you can see the number of dealerships that people visit in person during the shopping process go down. What this trends shows is that as people use the Internet more and more in the shopping process, they visit dealerships in person less and less. And that makes the Internet and the interactions we have with people on the Internet increasingly important. So much so, that statistically, that’s where the sale is made – because as you can see from the chart on the right – the average person buys from the first dealership they walk in to – they’ve already used the Internet to select the dealership they’re going to business with. If you want to influence that decision, it’s most likely you’re going to have to do that on the Internet.
I’m sure most people have a solid understanding of what a search result looks like, so here it is. When someone types something into a search engine, they’re typically returned with two sets of results, organic and paid. The organic listings are the ones that Google thinks matches the query based on what they’ve collected from the Internet. The paid results are the ones that are controlled and paid for by advertisers. Typically, these are on the top, right and now, sometimes they’re appearing on the bottom.
What I’m going to show you here is why search engine marking is so important. Realistically, and this may be controversial, but we feel that SEO for the average dealer is fairly easy and the majority of it is done when you initially launch a site. A lot of that is surrounding your brand, your region and your trademarks. In addition, there’s a much lower level of competition for a dealer’s organic search than there is for other industries. Compare Zappos efforts to show up for ‘discount shoes’ versus the two or three thousand online shoe retailers, or your efforts to show up against the other 3 dealers of the same make in your market. If you fall flat on your face and fail at SEO, you show up number four. So you have a smaller hill to climb. This isn’t an argument against SEO, it’s that there are different levels of SEO efforts – let’s say basic and advanced – and that if you’re going to prioritize your search efforts, it should be basic SEO first, search marketing second and then advanced SEO next. Here’s why. With basic SEO, once you’re done with your solid initial SEO, the vast majority of your traffic comes from your brand, your geography and your trade mark. You can see in this example that almost 42% of all SEO traffic comes from a single keyword. After that, nearly 61% comes from just six different keywords – and all of these keywords are brand, geography and trademark. After these first six keywords, the remaining SEO traffic was comprised of over 1450 keywords – each of them garnering about 1.9 keywords per keyword. So, after the big keywords, your SEO traffic is made of many, many keywords getting one, two and three visits each.
Now on to how SEM works – the first thing to notice is that in these two charts, SEM makes up for about 33% of the search traffic. Now onto the composition of keywords. With our SEM traffic, the first keyword only comprises 10% of the paid search traffic and the top six only comprise 33% of paid search traffic. So the main keywords make up a much smaller – almost half – portion of the traffic. After that, the remaining traffic is made up of just 400 keywords with an average traffic rate of 5.1 visits per keyword. So, if you’re going to make an effort to add traffic from a keyword – doing it through paid search instead of SEO allows us to generate about 250% more traffic. Basically, we can create more traffic with less effort, which I think is what most dealerships are looking for in general.
There’s good reason this happens. It’s not happenstance. Google is really pushing advertising based and other controllable elements in the search engine. The reason is that Google doesn’t make single penny for delivering organic results and Google is a publicly traded company who’s purpose is to make money and provide value to shareholders. This happens with Yahoo and Microsoft too. If you take a look at this screen, you can see that paid or user controlled elements dominate the search results. Ensuring that we’re putting a lot of effort behind the paid and user controlled elements is critical to a dealerships success.
Just take a look at this. Google is one of the world’s biggest companies with a market cap of close to 200 billion dollars – compare that to Apple, the world’s most valuable at about 300 million. And 96% of Google’s revenue comes from the advertising it sells on its properties. The vast majority of that advertising is search engine marketing.
Now for a reason unknown to us – Google is also more important to the auto industry that it is industry at large. According to comScore, Google has about a 65% market share in the industry at large. Now if we look at Google analytics across hundreds of different web sites, we see that Google traffic to dealership websites is about 76% - almost one in three search visitors and more than 18% more than the industry at large. So while, I’m sure we’re all aware of how important Google is in regard to search engines, it’s an even more important search engine to the retail automotive industry.
Let’s start to take a look at search marketing as an advertising medium. Let’s take a look at this search query. Someone types honda accord into Google. What percentage of the people who type this – or something similar - into Google do you think want to buy a honda accord, sell honda accord or service a honda accord? Let’s put that number at 60%. I think that’s very fair and the number is likely to be much higher. Now what three business are most car dealers in? Selling cars, buying cars and service cars. So the person who types this into a search engine is 60% likely to be looking for a product or service you offer as an auto dealer.
Now let’s take a look at another advertising medium. The penultimate of television advertising is the superbowl, so let’s say that I ran a television commercial in the Superbowl for sales or service. Last year, the Superbowl pulled a 34 rating – that means 34 percent of the population was watching it. The superbowl and the series finale of MASH are the highest rated TV shows ever. A typical TV show, let’s say a morning news, might get a 3 rating. So let’s go with the best – the Superbowl. If there are 19 million people who are going to buy a car from a car dealership this year – 12 million new cars and 6 million used – and that used figure is just what is sold through franchised dealers. Let’s take that 19 million and multiply it by the 34 percent of people who would watch the Superbowl. Then take that number and divide it by 12, so we get the number of people who are going to buy a car that month. And then let’s take that number and divide it by 308 million, which is the total population of the US. We end up a figure that a Superbowl commercial would reach 0.17% of the people in the US who are going to by ANY CAR from ANY CAR dealership that month. And if you were to then multiply it by the marketshare of your brand? That number would be pretty low. But the fact of the matter is that advertising is very wasteful. Direct mail that produces a 1% result is considered successful. A commercial that reaches 33% of the population is the most-watched show of all time. Now we take those types of figures and we compare them back to that original number – the 60% of the people typing Honda Accord into a search engine being a customer and we realize how targeted a medium search marketing is. And there’s other elements that we’re not going to go into today – such as paying only for performance, accountability, tracking and more.
So what I want to talk to you about here is gaining a perspective on search marketing budgets and statistics. We’re a full service advertising agency also – so we also manage our customers television, radio, newspaper and direct mail spends. So we have some good perspective on how dealers are spending their money and what results they’re achieving. Our average customer spends $3200 per month on paid search, and incidentally, that’s about 80% higher than what the automotive search marketing companies average. They spend on average $21,000 on electronic media – meaning radio, television and cable and overall they spend $62,000 per month overall on advertising. That’s what our average customer spends. So what do we recommend? What would our customers do if they listened to us? They’d up paid search budgets. Let’s take a look at this – what if we changed the budget to look like this - $5300 in paid search, $18,000 in electronic media. We’d take a medium that we said before was 60% targeted and increase it by 65% and take a medium we said was 0.17% targeted and reduce it by 10%. This would be a massive increase in our paid search budgets and a minor reduction in electronic media. This makes perfect sense to us. Now let me tell you why we’re not getting to this point fast as an industry. All of the major search marketing providers are NOT advertising agencies. They’re web companies or simply search marketing companies. They have a myopic view of search marketing. They see how it performs and want to push it the nth degree. They stop – or fall short – of going deeper into search because it hurts performance statistics. We as company go really deep into search because we see how it compares to other mediums. So if we find a keyword that’s only 10% targeted, as opposed to 60%, we go ahead and buy it – because we know the alternative is a medium that is 0.17% targeted. So to be really effective with search marketing you have to look at it compared to other mediums and not just as a single medium. When you do this, you’ll be much more effective.
That will bring me on to the next element – judging the success of your search and learning what statistics are truly important. I’m going to bring back a slide that we had up earlier about internet usage during the shopping process. You’ll see that over the years, as Internet usage continues to grow, users who submit leads is barely growing. What this and the chart on the right of this slide shows is that the way people use the Internet to shop for a car is by using the Internet to do research and narrow down their selection and then they go into the dealership to purchase the vehicle. This is what the industry calls ROPO, research online, purchase offline. Now there’s one thing I want to point out here to prove my point. I think we all agree that the number of people who use the Internet to shop for a vehicle is ridiculously high. The fact of the matter is that it’s really not that much more likely that someone ISN’T using the Internet than they are to to submit a lead. The fact of the matter is how people shop for a car online is to use the Internet to research a vehicle, find a vehicle and then they call or walk into the dealership to purchase it. As a matter of fact, there are many statistics that show the number one way someone makes their initial contact with a dealership after researching on the Internet is to simply walk into the dealership.
So what’s important in regard to Internet shopping? Here’s how people utilize dealership web sites. When customers visit a dealership web site – they visit the home pages, used cars, new cars and specials. The fact of the matter is that every other page on a dealership’s web site gets less than 24% of the web site’s traffic. So what people are really doing on a dealerships web site is looing at inventory. So what’s really important, is your dealership’s inventory. It really seems to all come back down to basics. The amount, type and how well you price your inventory really is going to dictate how well you perform on the Internet.f
So if you take a look at what we do as a company, we look at these results and we’re developing search marketing platforms that take advantage of what consumers are looking for on the Internet. One of the most interesting features of our Haystack Automotive Search Marketing Platform is how it takes you inventory directly from your DMS and dynamcially creates search marketing campaigns based around your actual inventory.This way, when people go to Google to search for a car, instead of finding a generic listing for your dealership, they find the actual units of inventory that you have in stock and the ads link to those vehicle detail pages. So customers are getting the information they’re looking for much more quickly. This type of tool allows customers to get to the specific unit of inventory they’re looking for 60% faster and with 60% fewer clicks. And I think everyone can agree that reducing the time it takes to get consumer accurate information and reducing the number of clicks it takes to get information, has a direct correlation on a shoppers experience. And this is just a single feature, there’s quite a bit more.
Now, I know I covered a lot, and I wanted to take a moment to open it up to questions so that we can touch on any points I missed or delve deeper into any of the points I’ve made.