Fine-Tuning your Online Marketing Peter Leto
Fine-Tuning your Online Marketing Peter Leto Marianna Kerppola Google Confidential and Proprietary 1 Agenda 1 Auto shoppers are constantly considering 2 Understanding auto shopper moments 3 Marketing in a multi-screen, intertwined world 4 Path forward for your dealership Google Confidential and Proprietary 2 Shopping used to look something like this Stimulus First Moment of Truth Second Moment of Truth Vehicle Need On the Lot Post-sale Google Confidential and Proprietary 3 Zero Moment of Truth Stimulus First Moment of Truth Second Moment of Truth Google Confidential and Proprietary 4 Constant Consideration Post-market In-market Pre-market Google Confidential and Proprietary 5 90% of auto shoppers start their research online Source: Dealers master Web search to land on page 1 when consumer shop, AutoNews, January 30, 2012 Google Confidential and Proprietary 6 Dealer sites are the most commonly used information source online Dealership websites 68% Search engines 61% Manufacturer websites 60% Third party websites 60% Consumer reviews online 51% Auto review websites 48% Regional/dealer group sites 39% Online mapping tools 33% Other online sources 24% Video websites 24% Newspaper websites 24% Social media websites 23% Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. Google Confidential and Proprietary 7 Dealer ad spend is mismatched with behavior Adults 18-49 Media Consumption 2012 Ad Spend by Franchise Dealers 16% Internet 26% 44% TV 42% 6% 27% Radio Print 34% 6% Source: MRI Spring 2011, Borrell Associates, 2012 Automotive Advertising Outlook, May 1, 2012 Google Confidential and Proprietary 8 Understanding auto shopping moments Google Confidential and Proprietary 9 Car shopping is not linear maps tv ads search online videos test drive online research and reviews News 300 x 250 newspaper ads mobile search online display ads Google Confidential and Proprietary 10 Traditional ads tend to have the greatest recall traditional digital Q: Which ads do you recall seeing when shopping for cars/trucks? 57% Pre-market 31% 25% 19% TV ad 18% Newspaper Online Magazine Paid search ad website ad ad ad Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. Google Confidential and Proprietary 11 Yet digital ads drive decision making traditional digital Pre-market Q: Which ads prompted you to start researching? 39% 33% Online video ad Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. Direct mail 32% Paid search ad 30% Email ad Google Confidential and Proprietary 12 Mobile, online video and tablet ads drive brand consideration traditional In-market Q: Which ads encouraged you to consider the brand that was advertised? 35% Mobile phone ad Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. digital 33% Direct mail 33% Online video ad 30% Magazine ad 29% 28% Billboard ad Tablet ad Google Confidential and Proprietary 13 Car shopping is increasingly… search mobile search 300 x 250 online display ads Multi-screened online videos TV New s newspaper Intertwined magazines radio Google Confidential and Proprietary 14 A multi screen world Google Confidential and Proprietary 15 Multi-screen is the new norm 49% 77% of the times that viewers watch TV, it is with another device with a smartphone 34% with a PC/laptop Source: Google/Ipsos/Sterling, “The New Multi-Screen World: Understanding Cross-Platform Consumer Behavior”, 2012 Google Confidential and Proprietary 16 Mobile auto shoppers are power users 1 in 5 auto shoppers 3 in 4 mobile auto use a mobile phone shoppers used their device weekly to shop Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. Google Confidential and Proprietary 17 Shoppers use mobile to make purchase decisions 39% Viewed images of cars/trucks 36% Compared different vehicles 31% Read consumer reviews Called a dealership Read car/truck features and specifications 27% Read general car/truck information Viewed current offers Locate a dealership Searched a dealerships inventory Contacted a dealership other than by calling Read automotive reviews Used car/truck comparison tool Watched car/truck videos or commercials Requested a quote Looked for promotions or coupons Purchased a car/truck Scanned a bar code while at a dealership Made a test drive appointment Built and priced my car/truck Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. with 4 of the Top 5 mobile actions are related to comparing vehicles/dealershi ps Google Confidential and Proprietary 18 Media is intertwined Google Confidential and Proprietary 19 Paid search reaches people you wouldn‟t reach organically 88% Paid of clicks are lost on average for automotive advertisers Organic clicks rise, but only slightly Not enough to recover the lost paid clicks Organic Organic Source: Incremental Clicks Impact of Search Advertising, Google, July 2011: http://googleresearch.blogspot.com/2011/07/studies-showsearch-ads-drive-89.html Google Confidential and Proprietary 20 Paid and organic search better together paid search listing 16% organic search listing 6% Note: among respondents who recalled all 15 brands tested without being provided a list of the 15 brands Source: iProspect, “Real Branding Implications of Digital Media – an SEM, SEO and Online Display Advertising Study” conducted by comScore Inc., Nov 2, 2010. increase in likelihood to purchase increase in unaided brand recall Google Confidential and Proprietary 21 Display ads further sweeten the pot organic search listing paid search listing online display ad 4% increase in likelihood to purchase 6% increase in unaided brand recall 300 x 250 Note: among respondents who recalled all 15 brands tested without being provided a list of the 15 brands Source: iProspect, “Real Branding Implications of Digital Media – an SEM, SEO and Online Display Advertising Study” conducted by comScore Inc., Nov 2, 2010. Google Confidential and Proprietary 22 TV and YouTube increase recall all around Source: Google/Ipsos, “ TV and Video Ad Effectiveness”, December 2011. Google Confidential and Proprietary 23 YouTube increases your reach beyond TV 25% of the people viewing your ad on YouTube did not see it on TV in the U.S. Source: “The Hidden Target” Nielsen-Google research on Nielsen‟s National 2+ People Meter over the last 5 years in the U.S. (20072012) Google Confidential and Proprietary 24 Auto shoppers love online video 1 in 4 car shoppers 2 in 3 car shoppers watch online video during their research process would be likely to watch online videos the next time they buy a car Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. Google Confidential and Proprietary 25 Win shoppers throughout the funnel with online branding solutions Franchise car dealers online ad spending in $millions $5,000 $4,500 $4,000 $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Display - Run of Site Display Targeted Email Paid Search Video 2011 2012 2013 Source: Borrell Associates, 2012 Automotive Advertising Outlook, May 1, 2012 2014 2015 2016 Google Confidential and Proprietary 26 Measuring for success Google Confidential and Proprietary 27 Optimizing for leads only tells us part of the story Google Confidential and Proprietary 28 Only 25% of purchasers emailed a dealer You don‟t want to suboptimize the rest of your web traffic Source: Compete, Polk and Google, „2012 Automotive Buy Flow Study‟, September 2012. Google Confidential and Proprietary 29 Track behavior throughout the consideration cycle social media interactions get directions phone calls credit app completions lead form completions inventory page views >5 time on site > 7 min video views Google Confidential and Proprietary 30 youtube.com/googleanalytics Google Confidential and Proprietary 31 Path forward for your dealership Google Confidential and Proprietary 32 Focus on the trends that matter Post-market Amplify the attachment Pre-market Promote Engagement, Experience In-market Be Found, Be Favorable Google Confidential and Proprietary 33 Promote engagement, experience Take traditional assets and place them online Google Confidential and Proprietary 34 Promote engagement, experience Test your TV ads on YouTube Google Confidential and Proprietary 35 Promote engagement, experience Get your brand top of mind ad format text ad image ad video ad targeting remarketing keywords interests device Google Confidential and Proprietary 36 google.com/ads/displaynetwork/ Google Confidential and Proprietary 37 google.com/ads/video/ Google Confidential and Proprietary 38 Be found, be favorable Search is happening across devices Google Confidential and Proprietary 39 Be found, be favorable Good to great search ads Good ad ad copy with a call to action sitelink extensions Better ad call extensions Great ad “Sitelinks help us engage users faster with more options, and reduce wasted clicks” “With Location Extensions we feed our Google Places address into our ad, and help users get directions as soon as possible in the ad itself” location extensions Google Confidential and Proprietary 40 Be found, be favorable Maximize your mobile presence call extensions location extensions Google Confidential and Proprietary 41 learnwithgoogle.com Google Confidential and Proprietary 42 themobileplaybook.com Google Confidential and Proprietary 43 howtogomo.com Google Confidential and Proprietary 44 Amplify the attachment Google+ as a common thread – not another channel Search Display Video Offers Mobile Local Site Google Confidential and Proprietary 45 Connect all your +1‟s LaFontaine Chrysler– Home of The Family Deal www.lafontainechrysler.com View Our Entire 2012 Inventory Now Sandra Robles, Kari Clark, and 31 other people +1‟d this search across the web ConnectwithLaFontaine: Share: sites Google+ page +LaFontaine Chrysler display mobile video Google Confidential and Proprietary 46 google.com/+/business Google Confidential and Proprietary 47 thinkwithgoogle.com Google Confidential and Proprietary 48 Key takeaways Win moments that matter Fuel the auto shopping funnel Measure more than lead forms We‟re here to help Google Confidential and Proprietary 49 Thank you! Google Confidential and Proprietary 50 Best Practices for Reviews Develop a strategy to solicit reviews Respond to reviews • Collect reviews from active Google users (have an existing Google account such as Gmail or Youtube,). Do not create new Google users. • Ask customers to review your business by utilizing the Google+ Local or Zagat app on their smartphones • Interact with customers by responding to both positive and negative reviews professionally. Let customers know you are listening by responding in a timely manner. • Escalate issues directly to Google • Use the QR code1 below to contact a Google+ Local expert. A Google representative will get back with you within 3-5 business days. Third party agencies can help support this process. • Enter [email protected] as your Google account team member 1. URL is http://goo.gl/qFR5G Google Confidential and Proprietary 51 support.google.com/places Google Confidential and Proprietary 52
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