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CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY
As told by: Ivy Esquero / Haider Rafique
TRANSFORMING FROM THE TRADITIONAL SALES FUNNEL…
AWARENESS01
CONSIDERATION02
PREFERENCE03
ACTION04
LOYALTY05
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
…TO A CONSUMER-CENTRIC JOURNEY
…with digital playing a critical role at each stage
01OPEN TO POSSIBILITY
02DECISION TO
CHANGE
03
EVALUATING
04
SHOPPING
05
EXPERIENCING
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
CLARITY
CONFUSION UNCERTAINTY
CONFIDENCE
A subconscious idea about cars
An event or shift that prompts action
Establishing facts, setting boundaries
Focusing on “the one”
100% preparation, 0% perspiration
Oh, what a relief!Initial investigations
OPEN TO POSSIBILITY
Current state
DECISION TO CHANGE
Motivation
EVALUATING
Worldview
SHOPPING
The Terrain The Car The Deal Ownership
EXPERIENCING
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
01 02 03 04 05
Spark interest, fuel ideas, ignite desire
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
OPEN TO POSSIBILITY: CURRENT STATE
0201 03 04 05
Stay top of mind when life happens
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
DECISION TO CHANGE: MOTIVATION
03EVALUATING: WORLDVIEW01 04 0502
Direct consumers to the right path
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
EVALUATING: WORLDVIEWClarity on financing is needed early on
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
Finance or expense issues
Unsure of need/considering used
Couldn't find the right car
48%
40%
33%
04SHOPPING: THE TERRAIN01 0502 03
Communicate fit and link to trusted sources
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
EVALUATING: WORLDVIEWConfidence in the right car is needed
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
Couldn't find the right car
Finance or expense issues
Unsure of need/considering used
40%
38%
36%
0401 0502 03
Arm them with information and inspire confidence
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
SHOPPING: THE CAR & THE DEAL
EVALUATING: WORLDVIEWOne nice dealer….and everyone else
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
81% 42%
Dealer I bought from Other dealers I encountered
0501 02 03 04
Link validation and advocacy
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
EXPERIENCING: OWNERSHIP
EVALUATING: WORLDVIEWValidation is more likely than advocacy
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
Validation Advocacy
56%
29%
FINDING YOUR NEXT CUSTOMER WITH SEARCH ADVERTISING
Haider Rafique, Vertical Manager, Bing Ads
Today’s DiscussionThe Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Search advertising has a significant place in the auto buying journey
CURRENT STATE
MOTIVATION
QUESTIONWHAT’S OUT THERE – AND WHAT’S NEW
ROLESINVESTIGATIO
N & ENRICHMENT
WORLDVIEW
QUESTIONWHICH OF
THSE BRANDS/
MODELS WILL REALLY FIT
ME?
ROLESINVESTIGATIO
N & ENRICHMENT
ELIMINATE
QUESTIONWHICH OF THE BRANDS THAT
FIT ME SHOULD I
PICK?
ROLESINVESTIGATION & ENRICHMENT
COMPARE
QUESTIONWHERE CAN I GET THE BEST DEAL ON THE CAR I WANT?
ROLESENRICHMENT & DISCOVERY
HUNT & DEAL
01 02 03 04 04 04
51% 53%
48%
37%
QUESTIONHOW DO I GET THE MOST OUT
OF MY NEW CAR [& ENSURE
IT WAS THE RIGHT
DECISION]
ROLESENRICHMENT & DISCOVERY
OWNERSHIP
05
39%
THE FIRST TWO STAGES IN THE AUTO BUYING JOURNEY ARE HEAVILY
INFLUENCED BY INDIVIDUAL EXPERIENCE
SO WE FOCUS ON SEARCH IN THE LAST
THREE STAGES.
Haider Rafique, Vertical Manager, Bing Ads
Today’s DiscussionThe Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Consumers are spending 5+ hours each day accessing the internet across a variety of device – at home, at work or on-the-go.
MobileAverage of 59.4 minutes per day spent on mobile (data subscribers)1
917M predicted smartphone sales in 20132
TabletAverage of 20 minutes per day spent on tablets1
172M predicted tablet sales in 20132
PCAverage of 321.6 minutes per day spent on both laptops and PC1
148M predicted desktop PC sales in 20132
Console40.1M predicted Internet enabled video game console sales in 20133
1. Nielsen, “The Cross Platform Report”, Q3 2012—US 2. eMarketer Global Statistics, Smart Connected Device Shipments Worldwide, International Data Corporation (IDC), "Worldwide Quarterly Smart
Connected Device Tracker“, Dec 2012; Global Data 3. Informa Telecoms and Media, “The Future of TV: Strategies for becoming connected, social and in the cloud”, March 29, 2012
Haider Rafique, Vertical Manager, Bing Ads
Device targeting capabilities
Target devices and operating systems allows optimization of ad creative, landing experience and bids for different devices Serve ads to users based on device or OS Utilize device optimized campaigns and
drive higher ROI
Haider Rafique, Vertical Manager, Bing Ads
Target ads appear when consumers are searching around a specific geographic
area
Local ads can be targeted within a 5-to-100 mile radius – or a zip code, address, DMA
Enables advertiser to connect with customers and drive foot traffic
Available on PC and mobile
Further refining Radius Targeting
Location targeting with search query intent
Haider Rafique, Vertical Manager, Bing Ads
Source: Yahoo Bing Network internal data, 2013
1 out of 10Auto queries on the Yahoo Bing Network comes from mobile
Haider Rafique, Vertical Manager, Bing Ads
Auto queries on mobile drive better engagement
Click-Through-Rate (CTR)
PC 1.29%
Mobile 1.39%
Haider Rafique, Vertical Manager, Bing Ads
With device targeting, we enable advertiser control… and results
PC Delivered Mobile Delivered Tablet Delivered
Mobile Mobile +Tablet
Mobile + PC + Tablet
Mobile +PC
Tablet PC +Tablet
Mobile +Tablet
Mobile +PC +Tablet
PC PC +Tablet
Mobile +PC +Tablet
Mobile +PC
1.54%
1.50%
1.01%
0.34%
3.57%
3.3%
2.86%
1.53%
2.96%
2.48%
1.83%
1.11%
Haider Rafique, Vertical Manager, Bing Ads
Growth in mobile Auto searches
Growth in Auto advertiser mobile search ads spend
Source: Yahoo Bing Network internal data 2013
95%
112%
Haider Rafique, Vertical Manager, Bing Ads
Today’s DiscussionThe Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Location Extensions drive visits to your dealership
Mobile users are more likely to be searching for a dealer location on their mobile device, rather than on desktop or a tablet Leverage local features such as Store Locator, Click-to-Call and Click-to-Direction
Drive improved conversion rate from mobile store locator to in-store visits
Haider Rafique, Vertical Manager, Bing Ads
Sitelink Extensions gives your ad increased clicks and more dynamic offerings
For mobile consumers, it is all about taking immediate actions in real-time and on-the-go. Guide consumers onto your ideal conversion path with Sitelink Extensions.
Our auto advertisers experienced a 12% increase in click-through-rate with increased conversions
Shorten the conversion funnel and improve profitability
Display up to four Sitelinks to your mobile search ads on smartphones
Locate DetailsSave JoinOffers
Haider Rafique, Vertical Manager, Bing Ads
Source: Yahoo Bing Network internal data 2013
Accelerating dealer contact with seamless Click-to-Call integration
Haider Rafique, Vertical Manager, Bing Ads
c
Getting your ads seen
Source: Microsoft internal research, 2013
Price, make and model tends to drive better ad performance
Highlighting the Official Website may help your ads get additional clicks
Sitelink Extensions had a much higher impact on ad quality than any other ad copy variables
Haider Rafique, Vertical Manager, Bing Ads
with tips for ad copy success
Innovative ad formats to help you drive toward new possibilitiesWindows 8.1 Smart Search Integrated with Bing Ads
Web previews provide useful information for consumers and branding benefits for advertisers• Web previews are auto-generated by Bing Ads from a destination or display URL
and refreshed periodically
• Plans for advertiser controls for web previews under discussion
Same Ad Creatives as Bing Ads• Same ad title and ad copy as the search ad campaigns running across Yahoo Bing
Network
Bing Ads extensions supported & highly recommended• Bing Ads extensions are supported for search charm including Sitelinks at launch,
Location Extensions and Call Extensions shortly after
• Use of Ad Axtensions improves ad experience and probability for ad selection
Haider Rafique, Vertical Manager, Bing Ads
Today’s DiscussionThe Role of Search Advertising in the Autos Buying Journey
Reaching Today’s Engaged, Connected Audience
Engaging Them with Effective Ads
Your Auto Dealer Advertising Checklist
Haider Rafique, Vertical Manager, Bing Ads
Define your digital advertising strategy Focus on delighting potential customers along their auto buying journey
Update your website and build a mobile siteOptimize for conversions
Invest in search advertising on all search platforms Reach consumers ready to buy Create device-specific search campaigns
Optimize performance with smartphone search campaigns Leverage marquee search ad formats to drive
conversionsBenchmark against the competition
Test your ad copy Use our research as a guide for kicking off testing Find a digital marketing agency to help
Outsourcing is sometimes an investment worth making
Auto dealer advertising checklist
Haider Rafique, Vertical Manager, Bing Ads
Haider Rafique, Vertical Manager, Bing Ads
HOW MICROSOFT ADVERTISING CAN HELP
Opportunities across the journey
Haider Rafique, Vertical Manager, Bing Ads
Current state Motivation The Terrain The Car The Deal OwnershipWorldview
OPEN TO POSSIBILITY DECISION TO CHANGE SHOPPING EXPERIENCINGEVALUATING
Search advertising
Search advertising has a significant role in the auto buying journey
Import you ads directly from Google AdWords using Import Campaigns Engage with us today!
Haider Rafique: [email protected]
Tracy Northcutt: [email protected]
Bing Ads Support: 1.877.635.3561
#DD15
@bingads
www.community.bingads.microsoft.com
Haider Rafique, Vertical Manager, Bing Ads