The document discusses the shift towards mobile in automotive digital strategies, highlighting the need for effective mobile SEO, search, and advertising tactics due to an increase in mobile traffic and user behavior trends. It emphasizes the importance of location targeting, returning visitors, and conversion strategies, advocating for mobile optimized content and ads to capture this growing audience. Additionally, it outlines various mobile advertising strategies including geofencing, mobile-specific ads, and the significance of social media in reaching mobile users.

1. 2015 Mobile Digital Strategies
CF Search

2. 2015 Mobile Digital Strategies
CONTENTS
– Mobile Path-To-Conversion
– Mobile Traffic Trends (our FCA sites)
– Mobile User Behavior (our FCA sites)
• Time on Site, Bounce Rate, VDP’s, Conversion Rates
– Mobile Digital Strategies
• SEO
• Search
– Traffic Trends
– User Behavior
– Bidding Strategies
• Display
– Mobile Web Coverage
• HyperLocal Mobile Targeting
– ShowRooming
– GeoFencing
• Social
– Emerging Trends

3. Mobile Path to Conversion
CF Search

4. Path to Conversion - Automotive
• Automotive shoppers are spending more and more time
researching on mobile
– Automotive shoppers are researching on their smartphone and visiting
mobile websites
• Mobile research starts with search (e.g., Google, Bing)
– Must have significant coverage via SEO, Search, Display, Social
• Location proximity matters to automotive shoppers
– When shoppers make a conversion decision, they want to be close to their
location
• Cross-Channel research
– Shoppers will utilize multiple channels before making a conversion
decision – Search, Mobile Website, Display, etc.
*Source – Google.com, ComScore.com, other web sources

5. Traffic Trends (FCA sites)
CF Search

6. 2014 Traffic Trends (Overall)
54%34%
12%
2014 Desktop vs. Mobile vs. Tablet All Traffic
Desktop
Mobile
Tablet

7. 2015 Traffic Trends (Overall)
46%
43%
11%
2015 Desktop vs. Mobile vs. Tablet All Traffic
Desktop
Mobile
Tablet

8. User Behavior: Desktop vs. Mobile
We saw a very visible trend
with mobile traffic having
less time on page, when
compared to desktop.

9. With Bounce Rate % we also saw a
trend with Mobile having a higher
Bounce Rate %
User Behavior: Desktop vs. Mobile

10. User Behavior: Desktop vs Mobile
• The most significant
difference in terms of
user behavior on Desktop
vs Mobile, is returning
visitors.
• On average nearly 50% of
Mobile traffic is from
return visits. This is great
news, as each return visit
the chance of converting
is increased.

11. User Behavior: VDP’s 2014 vs. 2015
49%
38%
13%
New Car VDP's 2015 (FCA Sites)
Desktop
Mobile
Tablet
59%
26%
15%
New Car VDP's 2014 (FCA Sites)
Desktop
Mobile
Tablet
• VDP’s on Mobile Devices have increased nearly 50% in one year.

12. User Behavior: Conversion Rates
SEO
Desktop About the same as Mobile (FCA Sites)
Mobile More calls than forms
Tablet Similar to Desktop
Search
Desktop About the same as Mobile + Tablet (FCA Sites)
Mobile More calls than forms
Tablet Similar to Desktop
Display
Desktop Higher than mobile right now
Mobile More calls than forms – Mobile Apps less
Tablet Slightly higher than mobile

13. Mobile vs. Desktop Summary
• Considerable growth in total mobile traffic for every dealer page in
just 1 year.
• Both Paid Search & Organic Search Grew in terms of mobile traffic
in 2014-2015.
– Mobile VDP’s have grown (on average) of 50%
• Returning Visitors for mobile are higher in proportion to desktop
• Mobile Traffic tends to have…
– Lower time on site
– Higher Bounce Rate
– More calls than forms
Take Away..
• Need more + more conversion points
• Need aggressive offers, incentives

14. Strategies for Mobile - SEO
CF Search

15. Present Mobile SEO Strategy
• Responsive Content Page design
– Better user experience
– Simple user navigation
– Insert “<tel: …> tag” HTML for easy phone call from mobile
• MORE CONVERSION POINTS!!!
• Content optimized for long-tail phrases, as well as for
“conversational SEO”
– Preparing for Google’s Hummingbird Update
– Understand user search behavior on Mobile Devices
• Monitor & update Business Listings such as Google My Business
– Optimize map listings
– Make sure NAP is consistent (Yext Partner)
– E.g., OPTIMIZE FOR MAP SEARCHES

16. Future Mobile SEO Trends
• Google SEO
– Website structured data & schema
markup
– Breadcrumb trails (see image to right)
– Sitelinks and improved copy for SERP
results
• Facebook SEO
– On the horizon…
– Most users are mobile
– Better social integration & brand
involvement with multiple social
networks and apps
– Facebook’s Hello App is going to give
users the ability to search for Business
Pages & People with the use of a
search engine algorithm that is in
some ways similar to Google

17. Strategies for Mobile - Search
CF Search

18. Over the course of several months, mobile searches continue to climb and
nearly surpass desktop searches in paid search.
Device
Clicks
Traffic Trends Mobile - Search

19. Traffic Trends Mobile - Search
With such a drastic
change in the paid
search climate within
the past six months,
it is essential to
capitalize on this
growth and
implement strategies
that are specific to
targeting mobile
devices.
Device
Percentage of Clicks

20. Search – User Behavior
In addition to the increased volume of mobile paid searches, mobile paid
search also has a much higher Click Through Rate compared to computer paid
searches.
Device
CTR

21. Strategies for Mobile - Search
There are a variety of strategies that can be utilized to capitalize on the
growth of mobile paid search.
Call Only Ads
• Call Only Ads are mobile specific,
designed to generate phone calls
simply by clicking the user
clicking ads
Mobile Bid Adjustments
• Raise mobile and location bids to
increase position and capture
more relevant mobile traffic
Dealer Listing Ads (DLA)
• Push inventory to Google, and
they will serve ads

22. Strategies for Mobile Paid Search
In addition to the previous strategies that offer a more direct approach to capitalizing
on mobile paid search can be applied with utilizing Showrooming Campaigns. These
campaigns are mobile optimized which are designed to target active, in-market users.
Mobile Optimized Call
Extensions
• Call Extensions can be set to
“mobile only”, easily targeting
mobile users.
Mobile Site Links
• Mobile Site Links can target
down to the mobile device type
(Andriod, iOS, etc) while
increasing the Ad’s real-estate
and CTR.
Mobile Optimized Keywords
• Keywords consisting of shorter
phrases and terms that in-
market users would search while
looking for deals on dealership
lots.

23. Bidding Strategies Mobile - Search
• Strategy: Important to be
in position 1 or 2 for
mobile
– Position 3 has low impr. &
click share
• Problem: CPC can get real
high…
• Solution: Bid minimum to
get maximum position
– Takes optimization time
and effort

24. Mobile Display
CF Search

25. Display - Mobile
• Mobile Display
– A bit more complicated…
– Apps dominate mobile
inventory
• About 85%-to-15%
• But PLENTY of desktop
inventory so OK
– Conversion Rates
• Highest on desktop
• Mobile web next highest
• Apps lowest

26. Display - Mobile
• Things to Consider…
– Mobile Coverage
• Mobile Web vs. Apps?
• Need to have high conversion rates
– Mobile Creative Strategy
• Much more involved than Search
(e.g., text ads)
– Mobile Targeting Options
– Mobile Campaign Organization
– Mobile Optimization

27. Display – Mobile Coverage
• Should have coverage on
desktop vs. mobile web vs.
Apps
– Exact %’s depend on dynamic
optimization
• For mobile web display, we
make sure we serve ads on
“Premium Sites”
• For mobile apps, we are
working on “Premium App”
package
Premium Mobile Web Coverage

28. Display – Mobile Creative Strategy
• Mobile Creative Strategy
– HTML5 compliant ads (mobile web)
– Dynamic Inventory Ads
– Rich media ads (Apps)

29. Display – Mobile Campaign Organization
• Proper Campaign Organization
– Contextual: Matches ads to relevant sites
in the Display Network using your
keywords or topics, among other factors.
– Behavioral: Target and identify a group of
users that share similar interests
– Retargeting: Serve ads to users who have
shown interest in your inventory
– Campaigns organized so that ads serve
on Facebook Exchange (FBX)

30. Display – Mobile Targeting Options
• Targeting Options
– Device Location: Target users device
location
• Technology still evolving in this area
– IP: Target users by IP address at the
employer, neighborhood, cable provider,
or household level.
– Geo Targeting: Serving ads within a
defined location. Target by state, zip code,
DMA.
– (NEW) CRM Targeting: Target audiences
using the advertiser’s 1st party CRM data

31. Display Best Practices - Mobile
Mobile Optimization Strategies
– Eliminate poor performing networks, ad
exchanges and apps
– Create block lists (Mobile Web + Apps)
– Bid optimization strategies enables us to
dominate impression shares for mobile
– Dynamically (and quickly) reallocate funds
depending on performance of Contextual,
Behavioral, and Retargeting performance
– Utilize aggressive retargeting strategies based
on client’s need

32. HyperLocal Targeting
ShowRooming
CF Search

33. Mobile – Dealer Showrooming
• Majority of car shoppers use smartphones while at
automotive dealerships to do further research on
factors that influence their final purchase.

34. Mobile – Dealer Showrooming
Mobile Specific Search PPC Ads
Custom Ad Copy Per Dealer Competitor
Mobile Ad Copy Examples
Deploy Custom Ads To Go After The Competition
We have a developed a unique strategy to capitalize on this in market segment.
Steal Them Right Off The Lot

35. HyperLocal Targeting
GeoFencing
CF Search

36. Geofencing - What is it?
• Location based mobile advertising on Apps
• This is done using GeoFencing technology and mobile
banner advertising media buying and creative placement
• CF Search has partnered with a global mobile buying
platform designed specifically for car dealers
• CF’s platform leverages the GPS capabilities of today´s
smartphones and tablets enabling access to millions of
local users around the world

37. Geo-Fencing - What Makes Our Product Unique?
Accuracy of location data has a significant impact on user experience and campaign
performance
Off by more than
10,000+ meters
Can cause significant impression waste
with an inability to accurately target
Accurate between 100-
10,000 meters (6 miles)
Creates difficulties in accurately reaching a
specified audience
Accurate within
100 meters (car dealer)
Enables a variety of advanced location
targeting strategies
Stated User Locations
Our Competitors…

38. GeoFencing - How Does it Work?
• GeoFence any area
• Choose the date & time for delivery (i.e., day-
parting)
• We deliver ads based on Advanced Location
Targeting

39. • Put a 1 mile radius
around competitor’s
showroom
• Serve aggressive ads on
mobile devices in that
radius
GeoFencing - How Does it Work?

40. GeoFencing – Aggressive Ad Copy

41. Social (Facebook)
CF Search

42. Mobile – Facebook Advertising
91%
9%
Advertising Spend
80%
20%
Advertising Reach
Mobile Desktop
77%
23%
Advertising Impressions
85%
15%
How Users Access Facebook
Smartphone
Desktop/Other

43. Mobile – Facebook Advertising
• Over 85% of Traffic from
Facebook was on a Mobile
Device
• Make sure Ads are
optimized for Mobile
Devices
• Use FBX, Webclicks, Custom
Audiences, etc.
• Conversion rates
comparable to traditional
display (if done right)

44. Emerging Trends
CF Search

45. Emerging Trends…
• The PC/Laptop, Smartphone, and
Tablet remain the most popular
devices to search the Internet –
TODAY
• Emerging devices include Smart
TV’s, Smart Watches, etc.
• Search & Display platforms will
need to meet the challenges
serving ads these customers on
these devices
• App display advertising will
become more important as time
goes on
– Still in infancy
*Source – GlobalWebIndex.com