David Kain at J.D. Power and Associates Automotive Internet Roundtable

Internet Systems & Search ,[object Object],[object Object],[object Object]

Credentials ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Internet Selling System Imbedding your Internet Selling System into your CRM tool

Internet Selling System Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your Selling System is your foundation ,[object Object],I hope you have a proven system you can bring with you Well….I was hoping you had a system We use a proven system and with the right effort you will succeed I am glad to hear that – Your system is why I am interested

Once your system elements are in place… ,[object Object],[object Object],[object Object],[object Object]

Your CRM tool should support YOUR System – ,[object Object],[object Object],[object Object],not the other way around

Easy to manage Template Library

Just keep in mind… ,[object Object],[object Object]

The most critical element of any system is a steady stream of PROSPECTS Your best source? Your own website or equivalent using SEARCH

Internet Search The power of Search Engines

SEO/SEM – Differences in strategy and the challenges for dealers

Working with Search Spiders is complicated and can be expensive It is critical that you or the company you work with understand the complexity of all forms of SEARCH Species: Arachnida - Searchus Search Engine Spider

Determining your Search Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

There are 3 forms of search results =Organic Search =Vertical Search =Paid Search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Top things to know about SEO (Also known as organic search, natural & free listings…) ,[object Object],[object Object],[object Object],Organic Search Results

Top Things to Know About Vertical Search (Also known as business directory, local search, one box…) ,[object Object],[object Object],[object Object],Vertical Search Results

Top Things to Know About Paid Search (Also known as pay-per-click, search engine marketing (SEM), & paid placement) ,[object Object],[object Object],[object Object],Paid Search Results

Organic Search + Paid Search + Off-Line Advertising = Seattle Area Honda Dealer “ Klein Honda – Your Customer Care Dealer!” Appearing in both paid and organic search doubles the likelihood that the consumer will choose to visit your website. Consistency of message across media nearly doubles website conversion rates according to Cobalt. Best Way to Earn Consumer Trust / Attention

Once they click – where do they go? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Not clicks – BUYERS!! ,[object Object],[object Object]

Transparent Reporting ,[object Object]

Quantity versus Quality ,[object Object],[object Object],[object Object],[object Object],[object Object]

Complexity arises from the combinations of keywords Bids are illustrative CPC = Cost per click 10 100 1,000 10,000 100,000 Chevrolet (2.01 CPC) Flint Chevrolet Dealer (1.02 CPC) Queries per Search Term Highly specific Low Occurrence Keywords Chevrolet Dealer (1.18 CPC) Find 2006 Chevrolet Cobalt (.10 CPC) 2006 Chevrolet Cobalt Dealer (.14 CPC) Search Terms Uniqueness High Volume (IP Targeted) Well Trafficked Keywords Increased Specificity Better Converting Keywords

But as keywords get more specific they convert better 10 100 1,000 10,000 100,000 Queries per Search Term Highly Specific Low click cost & highest conversion Search Term Uniqueness Conversion Rates ,[object Object],[object Object],High-Volume (IP Targeted) Higher click cost & average conversion Increased Specificity Average click cost & higher conversion

How should dealers pay for Search? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BEWARE when selecting your provider ,[object Object],[object Object],[object Object],[object Object]

Typical fee structures ,[object Object],[object Object],[object Object],[object Object]

Something to think about… ,[object Object],[object Object],[object Object]

In Summary ,[object Object],[object Object],[object Object]

Thank You ,[object Object],[object Object]

David Kain at J.D. Power and Associates Automotive Internet Roundtable

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David Kain at J.D. Power and Associates Automotive Internet Roundtable

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