Winning The Digital Marketing Game: Identifying

New Strategies to Crush Your Competition

Dave Page - Owner - Dave@DealereProcess.com

Gino Cipperoni - Digital Marketing Expert - Gino@DealereProcess.com

Digital Marketing Strategies Used By Dealers Today

Dynamic Inventory-Make/ModelCampaigns

Dealer Name?

Retargeting

Display Advertising

Display Advertising

Video Pre-Roll

Facebook – 2 Ways to Advertise

Flat Rate Pricing – We’ve Evolved

Digital Marketing Has Become Stagnant

• Regardless of all these new tools, there has not been much of a change in overall strategy

• Still mainly focused on searches specific to vehicle sales

• We need to adjust our approach to account for new market segments

• Take advantage of the current lack of competition for certain profitable search terms & demographics

Graph of spend total from automotive vs. other industries• As we can see, automotive

digital ad spend is on the rise

• However, the dealer who was spending 2k yesterday, is spending 2k today

• if your budget hasn’t increased, you’re behind

Identify New Digital Marketing Strategies & ROI

Two Types of MarketingDirect Response & Branding

What Is Direct Response Marketing?

• Direct Response – marketing tactics geared towards Low to Mid funnel shoppers• i.e. VIN Specific Ads, 3rd Party Lead Sources, Campaigns For Fixed Ops, etc…

• The main goal of DR marketing is to generate consumer engagement/action (form fill out, phone calls, chats, etc…)

What Is Branding?

• Branding – marketing tactics geared towards High Funnel shoppers• i.e. Display Ads, Remarketing, YouTube/Video, etc…

• The main goal of Branding campaigns is to generate awareness amongst your market place - NOT GENERATE LEADS

• Digital Marketing tools offer dealers very low cost methods of getting their name and message out to potential customers

What Is Branding in Digital Marketing?

How Much of Your Budget Should Go To Direct Response VS. Branding?

Industry Data

• According to eMarketer, the automotive industry tends to follow a 60/40 split of budget for DR to Branding

New Strategies To Take Advantage Of Now

Automotive Dealer Ads:Formerly Dealer Listing Ads

(DLAs)

Automotive Dealer Ads (ADAs)• ADAs are a brand new ad

format made specifically for Car Dealers

• ADAs appear when a car shopper performs a Google search for a nearby dealership from their mobile device

• ADAs have a built in link to the Dealer’s website, can send the customer exact directions to the showroom, and have built in Click to Call buttons.

Old Mobile Ad Format

Automotive Dealer Ad

What You Need To Know About ADAs

• ADAs are triggered by searches for the following keywords• “OEM dealer(s)”, “OEM dealership(s)”, “OEM (location)”

• Examples: “Toyota dealers”, “Chicago Honda”, “chevy dealership“

• If ADAs are triggered, they will push all other ad formats to the next page

• This Ad format is simply the beginning of Google’s complete overhaul of mobile ads. This format will quickly become more widespread and will effect more and more searchers in the coming months

Hispanic Shoppers:The Largest Market Segment

That You’re Ignoring

Understanding Hispanic Shoppers

More On The Spanish Shopper

• Studies have shown that Hispanic shoppers are very brand loyal

• Hispanic shoppers are more likely to spread high equity content (i.e. special offers) than members of other demographics

• Hispanic shoppers rely heavily on referrals from members within their community

• If you take the time to reach Hispanic shoppers in your market TODAY, you are setting yourself up as the Go-To dealer for the growing Hispanic population in your market

• The best way to market to Hispanic shoppers is with a full Spanish language website.

• A translation plugin on your current site is not sufficient.

• Hispanic shoppers find translated sites to be inauthentic, leading to a poor user experience, low conversion.

Search Network Getting Larger Month After Month

Yahoo/Bing Is Growing

• The Yahoo/Bing Search network has been taking search share away from Google

• Yahoo is now the default search engine for the Firefox browser

• Bing is the default search engine for Apple iPhone searches

Car Buyers Are Searching On Yahoo/Bing

• There are 11 million unique car shoppers every month that search Yahoo/Bing who are unreachable via the Google network

• Cost per click on automotive searches are, on average, almost 60% cheaper on Yahoo/Bing than on Google

• In March of 2014, there were over 80 million automotive searches on Yahoo/Bing

• The average Yahoo/Bing shopper is more affluent and more highly educated than the average Google shopper

Geo Fencing

ConsLimited Tracking

Expensive vs. Display Advertising

Network Limitations

Not a Website Visitor Activity

Unproven

High Dealer Churn

Offer Driven – Giveaways

SEO VS. SEM:Two Sides Of The Same Coin

SEO vs SEM – SEO Is Now Content MARKETING

• For years, SEO & SEM have been treated separately. However, SEO & SEM are two sides of the same coin

• There is a bridge between SEO & SEM that no one is taking advantage of: Custom Content

Service Marketing – Who’s Doing It?

$100,000

Marketing Budget

Dealers Budgets - LOPSIDED…

10%

Fixed Ops Budget

Sales55%

Service45%

Revenue

Profit From New Car Sales = 10%

Profit From Used Car Sales = 10%

Profit from Labor = 70%

Profit From Parts = 40%

So What Can We Do With The 10%?

MORE MAILERS!!!!!!!Just kidding…

Toyota Kansas City Fixed Ops Program

1 month review: 6.1.15- 6.30.15

Source: Adwords front end stats for Toyota Kansas City Accounts

Summary Of Performance Metrics

Date Range: June 1, 2015 – June 30, 2015

Impressions Clicks CTR CPC ConversionsConversion

Rate

Phone Calls

Dialed

Phone Call

Conversions

146,191 3,529 2.41% $3.24 1,842 52.20% 292 208

Take-away:

• Toyota Dealer Ads have shown 146K times to customers in Kansas City region

• Over 3,500 customers have been driven to Toyota dealer sites

• CTR for the Program is more than 2X the industry average!

• 52% of customers converted on dealer sites leading to 1,842 conversions

(website action and phone calls)

• Every 3 out of 4 phone calls have resulted in a conversion 71% close rate!

Cross-Channel Marketing Analysis:Ensure You’re Always Spending Your Money In The

Right Places

Your Website Should Be Your #1 Tracking Tool

When it comes to properly measuring digital marketing spend, your website can be your greatest asset, or your biggest enemy.

• Phone

• Forms

• Chat

• Text Messaging

• Value Trade In

• Credit Applications

• Service Schedulers

• Vehicle Configurator

• Coupon Gift Card Pop Ups (Hook Logic)

• Payments Tools

• Video with Forms

Customer A

Customer B

Customer C

Customer D

Customer E

Web Form

eAutoAppraise

Virtual Credit Consultant

DEP Chat

Phone

eAutoPayments

DEP Configurator

Complete ROI

Complete Integrated Tracking System

Customer A

Customer B

Customer C

Customer D

Customer E

Web Form

3rd Party Trade in Tool

3rd Party Credit App

3rd Party Chat

Phone

3rd Party Payment Tool

OEM Configurator

Can’t Track ROI

95% Of All Dealer Solutions

Customer A

Customer B

Customer C

Customer D

Customer E

Customer ?

Customer ?

Customer ?

Customer ?

Customer A

Track Your Spend

Questions