auto marketing dynamics
TRANSCRIPT
Special Presentation Prepared for Suss Buick GMC
AUTOCOMPLETEThe New SEO
WE HAVE WORKED WITH
INTERNET BEHAVIORS
Source: RL Polk—2011 study
Internet
Other
The Internet is the most influential and
used source of information
GOOGLE DOMINATES
3.2 Billion Global Google Searches Per Day
Yahoo
Bing
Other
INTERNET BEHAVIORS
88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. That’s real business!
INTERNET BEHAVIORS
Google has said 71% of those who use their search engine use the auto-complete feature. This makes the search box and suggested searches the most used part of the search engines
SEARCH BEHAVIOR
auto insurance
#1 Listin
g33% CTR
PPC7.9% CTR
SEARCH BEHAVIOR
Autocomplete is used by shoppersAutocomplete is used by lazy peopleAutocomplete is used by people who feel lucky
Autocomplete is used by 71% of Google users
Autocomplete influences search from the start
Results
HOW WELL DOES THIS RUN?
RetargetingIt’s Really Pretty Easy….
Retargeting is…
The Practice of Serving Ads based on prior engagement to Get Visitors To Return!
Site Retargeting
• Serving Ads to People Who Visit Your Website After They Leave
Site Retargeting
• Serving Ads to People Who Visit Your Website After They Leave
Search Retargeting
• Serving ads to people who demonstrate interest in your specific keywords (they did not visit your website!)
Facebook Retargeting
• Serving ads to people who visit your website – on their Facebook Newsfeed / Right Column
Results Matter
• You will get traffic, from the exact people you want to reach
• Unlike SEO, Social Media, Reputation, etc … RTB has a very quantifiable ROI.
• Typically, you will find that as you get more “conversions” – remember traffic is a given, you will increase your spend.
Targeting – Site / Search
• What you need most….
Qualified traffic who has already “RAISED THEIR HAND” saying they are interested in your product or service!
Website Visitors / Highlights
• Total Website Visitors– Jan-May‘13: 34,126– Jun-Oct’13: 42,487– Increase of 25%
• Inventory Searches– Sep-Nov 2012 vs 2013:– Total Inventory Searches
up 121%– New Inventory Searches up
206%– Preowned Inventory
Searches up 108%
Retargeting…Have You Ever Wondered?
• When you search for something, you always seem to see more ads about it?
• For example…– I’ve been known to search Toyota terms
– so when I go to the Miami Herald website what do I see…
Our Competitors
Find People “In the Market” Now…
Building for the Future• Over 16,000 website visitors added to “database”
Bottom Line To Get Those Customers….
Inventory Syndication
Inventory SyndicationMore Syndication at a Fraction of the price
Inventory SyndicationMore Syndication at a Fraction of the price
Inventory Syndication“The Elephant on the Web”
Inventory Syndication“The Up & Coming”
Inventory Syndication“In the Game”
Inventory Syndication“New Kid on the
Block”
Inventory SyndicationOnly on Level 3 for Now
Inventory Syndication
What’s a “Carline
Evaluator?”Glad you asked
Inventory Syndication
Inventory Syndication
Inventory Syndication
• The Market Research Report sets us apart.
• The Carline Evaluator scores your vehicles based on our craigslist market data and our private sellers top vehicle picks based on your dealership's craigslist market.
Inventory Syndication
• With craigslist charging $5 per vehicle, would you rather post the best of your inventory that is currently being requested by private sellers or blindly post your entire inventory?
• Craigslist charging per vehicle was the best thing that could have happened to your dealership because you have the Carline Evaluator.
Inventory Syndication
Inventory Syndication
Inventory Syndication• Once we have Graded your
Carline…Let’s you make an educated decision on what to post to CraigsList.org
• Your Entire Inventory can be posted to 100’s of websites and 10’s of 1,000’s of webpages
Inventory Syndication
Inventory Syndication
Inventory Syndication• Woody Butts Chevy
o Small Chevy store in South GA.o 28 Vehicles in Inventoryo Only 17 Graded out to “Top Tier”o Posted $500 budget over 30 dayso Received 141 Phone Calls over 30
days….BOOM
Inventory Syndication• Coming in a Few Weeks to
Level 3o Youtube Videoso Facebooko Landing Page for Each Car in Inventory!
• Search Box Optimization• Based on Keywords chosen
• Retargeting Program
• Automotive Inventory Syndication• See attached
• Automotive Call Tracker ROI• $1,497 Setup• Standard $1,297/mo• Premium $1,797/mo