Brian Pasch's presentation at the 2013 Kain Automotive Workshop in Lexington Kentucky Nov 2013. For more information about the services PCG offers, visit: http://www.pcgdigitalmarketing.com
26. 3 Paths To Your Website
• Direct (Hard To Measure w/o Software)
• Direct Mail, Traditional Media
• Referral (Paid & Unpaid)
–
–
–
–
Adwords
Social Media
Third Party Classifieds (Cars.com, Autotrader,...)
Blogs, OEM, Google+
• Organic (SEO)
– Google Hiding Keyword Data
26
27. Tracking Digital Conversions & Attribution
• Traditional Sales Attribution Model:
–
–
–
–
–
Website Lead Forms
Third Party Leads
Phone Calls (tracking numbers?)
Chat Sessions
Showroom Visits
• OEM, Newspaper, Radio, TV, Referral, Online
Tracking Lead Sources Is A Requirement For Measuring ROI!
27
30. Phone Calls Outpace Lead Forms in USA
• Phone calls outnumber lead forms in the US by
a factor of 3 to 1
• Mobile traffic has accelerated phone call leads in
the US.
• Dynamic phone tracking is now a requirement
for accurate measurement of marketing
investments.
Phone processes are the #1 profit leak
(call David for assistance…)
30
33. Digital Phone Conversions
• Dynamic Phone Numbers Change:
– based on referral traffic
– based on keywords used in organic search
• Track calls and form leads to get true picture!
• If you look at cost per lead, and not track
calls, you will be missing valuable data for ROI!
33
36. Conversion Tracking & ROI
• If you are not tracking leads and calls you can
not maximize your marketing investments.
• If you don’t have strong processes to follow
leads and calls you will never have an accurate
cost per sale.
• Dealers who have made a commitment to both
tracking and process lead their market!
36
43. Dealers Need To Be VDP Factories
• First, you must understand why all new and used cars
should have their own Vehicle Detail Page.
• A great VDP has at least 20+ photos, a video, pricing, and a
customized description of the vehicle.
• Then we need to measure the marketing investments we
are making and the VDP traffic that they generate.
• We will define a “shopper” as someone who visits at least
one VDP.
43
47. Where Is Your Home Base?
• Your website is your virtual showroom so treat it with the
same passion you have for:
• Aligning cars on the lot
• Making sure the coffee area is clean
• Making sure that cars are polished in the showroom
47
50. The First Dollars You Should Spend
• Website and VDP Optimization
• Custom Photos on NEW and USED cars in stock
• Custom Descriptions on NEW and USED cars in stock
• Accurate pricing based on equipment on car
• VDP Enhancement Tools
• Make those VDP’s shine if your website provider has
limited creative elements on your VDP’s
• Vehicle Market Pricing Tools
• vAuto, FirstLook, etc.
50
51. The First Dollars You Should Spend
• VDP tracking
• Tools to help track:
• VDP view trends
• Cost per VDP View (CVV)
• Cost per Shopper (CPS)
• VDP Views per vehicle
• Google Analytics is Free
• Management Dashboards Make It Easier.
51
54. The First Dollars You Should Spend
• Heat Mapping Tools
• Where are visitors clicking?
• How can I increase inventory VDP views?
• How can I reduce home page bounce rates?
• What are mobile visitors clicking first?
• Are consumers watching our videos?
• Visit CrazyEgg.com or Google Analytics
54
56. The First Dollars You Should Spend
• Dynamic Phone Tracking & Form Conversion Tracking
• Phone numbers based on Adwords keywords
• Phone numbers based on Referral Source
• Phone numbers based on organic search keywords
• Dynamic Phone numbers for Mobile Shoppers
• What are mobile callers most interested in?
56
57. The First Dollars You Should Spend
• 24x7 Managed Chat
• Give consumers a choice in
how they want to respond
• Even if you personally are
not a chatter, test chat
services on your website.
• Chat leads are equal in
quality or higher than lead
form submissions.
57
58. The First Dollars You Should Spend
• Stop the Profit Leaks on Phone Calls
• Invest in a backstop while improving
phone training & processes
• Don’t let an opportunity missed
result in a lost sale or decreased
CSI.
• All you marketing dollars are
impacted by phone process.
58
59. The First Dollars You Should Spend
• Equity Mining Software
• Highest Gross
• Increases CSI
• Turn Your Service Drive
into a Sales Channel
• Great context for sales call
59
60. The First Dollars You Should Spend
• Content Development
• 5 new pages every month of
relevant content to engage
local shoppers
• Video Production
• 5 new videos every month to
enhance website pages or to
appear in organic search
60
61. The First Dollars You Should Spend
• Direct Mail
• Scheduled Mail programs like
birthday reminders
• Lease retention
• Special Events
• OEM Programs
• Conquest Campaigns
61
62. Second Tier Investments
• Directing Car Shoppers To Your Website
• Google SEM (< $4.00 Cost per Shopper)
• Video Pre-Roll (< $4.00 Cost per Shopper)
• Google Display Network (Landing Page & Banner Key)
• Retargeting with Banners
• Retargeting with Video Pre-Roll
62
64. Second Tier Investments
• Third Party Classifieds
• Cars.com, Autotrader.com, KBB.com, Edmunds.com
• Reputation Management
• Investments are best done internally with costs
associated with merchandising, mailing, etc.
• Social and SEO
• These two investments go hand in hand to increase
organic traffic and build your local engagement
64
65. Third Tier Investments
Facebook Advertising
AdRoll found that FBX News Feed ads:
•
had a 21 times higher CTR over web retargeting
•
had a 49 times greater CTR over the Facebook sidebar FBX ads
•
had a 79 percent lower CPC than web retargeting
•
had a 54 percent lower CPC than the sidebar
•
had a 77 percent lower cost-per-action than web retargeted
ads
•
had a 45 percent lower cost-per-action than Facebook’s
sidebar
•
raised total clicks from FBX advertising by 62 percent
65
66. Third Tier Investments
Video SEO
I would put Video SEO
In Tier Two but so
many dealers don’t
get the importance of
online video
marketing.
66
69. • Are you committed to being
#1 in your market?
• Are you willing to maximize
your marketing investments?
• Will you measure marketing
dollars differently in 2014?
69