why use search engine marketing
TRANSCRIPT
Why use Search Engine Marketing
Julio Gonzalez
February 22, 2012
Speakers
Becky RossMarketing Manager - KPA
303.228.8753
PresenterModerator
Julio GonzalezDigital Marketing Director
Moore & Scarry Advertising
Moore & Scarry Expertise
“Moore & Scarry has a proven track record of
delivering high ROI products to the automotive
sector via [search marketing]. As such, Moore &
Scarry is a key strategic partner of Google.”Ben Wood
Google Head of North American Channel Sales Partnerships
Moore & Scarry is one of only
13 Google Premier Partners in
North America and one of only
3 in the automotive industry
According to Google and
Microsoft, Moore & Scarry is the
most-highly trained automotive
search company in North America
Search Engine Use
2.7
32.4
61
87.9
111
143
0
20
40
60
80
100
120
140
160
180
200
2006 2007 2008 2009 2010 2011
Monthly Searches in Billions
Source: comScore & JD Power
[ projected ]
5200%
Growth
Average Trade Age: 6.2 Years
Digital Marketing Landscape
Social Media$1,590
5%Email Marketing
$1,5104%
Mobile Marketing$1,652
5%
Display Advertising$10,949
32%
Search Marketing$18,756
54%
2011 Digital Advertising Spend (Billions)
Source: Forbes
Search engine
marketing accounts
for 54% of the digital
advertising spend
Evolving Dealership Advertising
Newspaper
52%
Radio14%
Television15.50%
Direct Mail6.40%
Internet4.60%
Other7.50%
2000 Dealer Ad Spending Newspaper
22%
Radio16%
Television20.10%
Direct Mail9.70%
Internet
23.70%
Other9.00%
2010 Dealer Ad Spending
Source: NADA
Internet Usage in Auto Shopping
21% 21% 22% 22% 22% 22%
47% 48%51% 55% 58% 62%
32% 31% 27% 23% 20% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2006 2007 2008 2009 2010
Submit Lead Internet Usage No Usage
4.1
1.3
0
1
2
3
4
5
2005 2010
Dealerships Visited During Shopping
Process
Source: JD Power Automotive Internet Roundtable
Internet Usage During the Auto Buying
Process
Organic results (SEO)
Paid
Results
(SEM)
Paid Results (SEM)
SEO Site Traffic
Keyword 1
Keyword 2Keyword 3Keyword 4Keyword 5
Keyword 6
1459 Other Keywords
Sample Site Keyword Traffic: 7091 Visits • Brand, GEO, and
Trademarks
• 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
keywords, the
traffic averages 1.9
visits per keyword
Paid Search Site Traffic
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
403 Keywords
Sample Site Keyword Traffic: 3082 Visits• 9.3% of paid
search traffic
comes from one
keyword
• 33.3% of paid
search traffic
comes from the top
6 keywords
• 403 other keywords
make up the
remaining traffic
• After the top 6
keywords, the
traffic averages 5.1
visits per keyword
The Destruction of Organic Space
Search
marketing
Place
s
Reviews
Maps
Search
marketing
Google Advertising Revenue
Advertising
96%
Everything else4%
2010 Revenue By Source
Google Market Cap: $197
Billion
Google Marketshare
Google64.8%
Yahoo16.3%
Microsoft14.7%
Other4.3%
General Market Share
Google76.9%
Microsoft10.6%
Yahoo8.9%
Other1.6%
Automotive Market Share
Source: comScore Aug 2011 search rankings; MSA Aug 2011 analytic report
+18.1%Automotive
Traffic
Plan Paid Search First
0.17%
Gaining Proper Perspective on
Search Engine Marketing
$3,200Search Engine Marketing
$21,000Electronic Media
(radio, television and cable)
$62,000Overall Advertising
Average Customer Spends
$5,200Search Engine Marketing
$19,000Electronic Media
(radio, television and cable)
$62,000Overall Advertising
Desired Customer Spends
+60% Increase in
Medium 60% Targeted -10% Decrease in Medium
0.17% Targeted
0% Change In
Advertising Expenditure
Internet Usage in Auto Shopping
21% 21% 22% 22% 22% 22%
47% 48%51% 55% 58% 62%
32% 31% 27% 23% 20% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2006 2007 2008 2009 2010
Submit Lead Internet Usage No Usage
4.1
1.3
0
1
2
3
4
5
2005 2010
Dealerships Visited During Shopping
Process
Source: JD Power Automotive Internet Roundtable
Internet Usage During the Auto Buying
Process
So what’s important in regard to
Internet shopping?
Home Page16%
Used Cars27%
New Cars21%
Specials12%
Other pages24%
0
Dealership Web Site Usage
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
only 24% of dealership web
site traffic.
Dynamic Inventory Marketing
Haystack creates
campaigns based
on your actual
inventory and
updates each day
382%Better Performance
Than Used Vehicle SEO
158%Better Performance
Than Non-Haystack SEM 58%Reduction In Clicks
To Find A Vehicle
