Date post: | 01-Nov-2014 |
Category: |
Automotive |
Upload: | automotive-social-media-marketing-reputation-management |
View: | 412 times |
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Selling Cars with Google 103:
Search + Display
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Natural SearchResults generated algorithmically –unbiased and unpaid
Sponsored LinksReach consumers atthe moment they demonstrate interest
Connect With Consumers When They Search
3
Paid Search Increases Captured Clicks
Nielsen ReelResearch discovered that when a brand name appeared in both natural and paid search results, the brand captured 92% of the total clicks.
iCrossing Search Synergy: Natural & Paid Search Symbiosis
53% Lift!
• Only 60% of the available clicks where attracted by the brand through natural search alone
60%
92%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Without Paid Search With Paid Search
Percent of Clicks Captured by Brand Names
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Paid Search: Sample Keyword Opportunity
2008 Cadillac EscaladeNew models are here!
Come for your test drive today!
www.HouseofCourtesy.com
2008 Cadillac EscaladeNew models are here!
Come for your test drive today!
www.HouseofCourtesy.com
Courtesy Chevrolet PhoenixWe have the Chevrolet you’re looking
for. Great deals, news models.
www.HouseofCourtesy.com
Courtesy Chevrolet PhoenixWe have the Chevrolet you’re looking
for. Great deals, news models.
www.HouseofCourtesy.com
Projections listed are just for sample purposes.
CPC = Cost Per Click
General Keywords
• Cars
• New Cars
• Used Cars
• Convertibles
• Car Trade-In
• Car Sale
Specific Keywords
• Cadillac
• Chevrolet
• Cadillac Escalade ESV
• Pontiac G6 Convertible
• Saab 9-2X
Dealer Keywords
• Courtesy Chevrolet
• Courtesy Chevy
• Courtesy dealer Phoenix
The Most New Cars in AZ Find The New Car of Your Dreams.
No.1 Chevy Dealership Around!
www.HouseofCourtesy.com
The Most New Cars in AZ Find The New Car of Your Dreams.
No.1 Chevy Dealership Around!
www.HouseofCourtesy.com
Est. Average CPC: $0.75 - $2.02
Est. Clicks / month: 4,560 – 5,920
Est. Position: 1-3
Est. Monthly Spend: $11,900 - $13,800
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22% lift over search alone
Search and Display Ads Are Synergistic
Conversion Rate Comparison of Search, Display, and Combined
Source: Atlas Digital Marketing Insight, “The Combined Impact of Search and Display Advertising – Why Advertisers Should Measure Across Channels,” July 2006, N=1.8 million users / 11 advertisers, as reprinted in Piper Jaffray, “The User Revolution,” Feb 2007.
x
x
x
1
3.3
4
0
1x
2x
3x
4x
Display only Search only Search + Display
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Mobile Web results: ‘investing’
Results 1-10 of about 20,000.Investing and CNBC
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quotes, charts, a portfolio …usmoneymobile.msn.com/
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Ads by Google Advertise on this site
Sky Scraper
Local Business AdVideo Ads
Mobile Ad
Search Ads
Content-Targeted Text Ads
Gadgets
Print, Audio, TV Ads
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Gadget Ads: Rich, Engaging, Interactive Media
Drive brand engagement through video views
Bring the website to the user
Promote inventory, update continuously
Drive more qualified users
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Largest Global Advertising Network
The Google Network, Worldwide
• Reach over 80% Internet Users
• 4.3 Billion Daily Page-Views
• 705 Million Monthly Visitors
• Thousands of Publishers
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Google’s Content Network: Engage Consumers Wherever They Are
Mass Media Niche Media
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• Ads appear when
the content of a
page fits with
your message
• Text or image ads
• Only pay when ads
are clicked
• Geo-target
Content Network: Reach Car Buyers While They Research
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Cast a Wide Net Cherry Pick
… and optimize by adding and removing sites and adjusting bids
Google’s Content Network & Placement Targeting
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Number of sites: 100+Suggested CPM: $2.72Total Daily Pageviews: 11M
Featured Sites:
Autoblog.com
Speedtv.com
Autospies.com
Nascar.com
Roadfly.com
Mp3car.com
Caraudio.com
Foursprung.com
Seriouswheels.com
Motortopia.com
Placement Targeting Opportunity
Auto Enthusiasts Channel
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CPC Bidding for Placement Targeting: Best Practices
Use CPC placement targeting along with contextually-targeted campaigns
1. Run contextually-targeted campaigns on the content network
(target using keywords or categories)
2. View Placement Performance reports to find high-performing placements
3. Target these placements in a separate campaign
CPC = Cost Per Click
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CPC Bidding for Placement Targeting: Best Practices
Track conversions. When coupled with tools like Google conversion tracking or Google Analytics, CPC bidding makes it easier to manage
your placement-targeted campaigns to your ROI objectives
Conversion Tracking Google Analytics
CPC = Cost Per Click
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Thank you!
For more information, check out
the next video in our series:
Selling Cars with Google 104
Dealer Advertising Executive Survey