bullseye marketing - automotive industry (sem)

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Digital Marketing Strategy Britain O’Connor Anthony Azzariti Bullseye Marketing, LLC February 2013

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Page 1: BullsEye Marketing - Automotive Industry (SEM)

Digital Marketing Strategy

Britain O’Connor

Anthony Azzariti

Bullseye Marketing, LLC

February 2013

Page 2: BullsEye Marketing - Automotive Industry (SEM)

Structure:Who we are49 full time employees NJ based / Nationwide experience

A Team

• Owners of the company intimately involvedTechFinanceSales

• Veteran Bullseye employees who understand your organization

• Longevity of Bullseye employees

• Sprint specific on search

• Display experts

• Mobile / Video wizards

• Senior Programmers / 2 QA

• Former Google / Bing / Yahoo reps / Agency team members

• One Point of Contact. Multiple back ups

Nimble and Efficient:

• One discussion

• Many goals

• One Mission

Page 3: BullsEye Marketing - Automotive Industry (SEM)

Structure:What we doFull service digital agency with real time optimization

across all emerging media

Search

• IP address technology allows for:Real time bid optimizationKeyword inception targetingQuery to phone call trackingClosed loop system User Query to Sales

Tracking

Display:

• Site level tracking down to query string

• Reallocation of funds based on campaign goals

• Ad optimization

• Unlimited network selection based on goals

• Measurable results down to ad unit

• Branding and Direct response

Mobile:

• Device level tracking

• Reallocation of funds based on campaign goals

• Ad optimization

Page 4: BullsEye Marketing - Automotive Industry (SEM)

Performance:A Success Story

Results:• 2010 Doubled paid online orders Vs. 2009• 2011 All in $75 CPO (2752 orders over goal)• 2012 All in $74 CPO (5000 order over 2011)

Support:• 24hr live monitoring of all campaign

metrics• Outages, Organic Site Issues etc.• Proxy page changes

Ingenuity:• Mobile landers for all divisions• Daily RGU optimization• Real time bidding

Page 5: BullsEye Marketing - Automotive Industry (SEM)

Clients:A Success Story

Results:50% Increase call volume

-Product specific-Longer avg. time

Identified top performing Geos-Campaign segmentation-Retargeting based on query

string-Razorfish / ADT-Loyalty to TWCIH

67% increase over target goalConfirmed order increase

Project::Introduce an unrelated product from TWC to a competitive marketplace dominated by an established industry leader… ADT.

Page 6: BullsEye Marketing - Automotive Industry (SEM)

Clients:A Success Story

Actions:Aggressive competitor campaign

- Display & re-targeting effort- Specific creative based on queries

• Keyword Contextual Targeting around “Home Security” terms & reviews• Zip code targeting to affluent zip codes

-Within GEO• Category Interest buy within a separate display campaign

(Public Safety & Home Insurance)• Launch of Mobile specific campaigns

-Based on mobile usage areas-Structured around known devices

 

Findings::Ai’s targeting and query string capture allowed for immediate reallocation of funds, additional ad copy and placements.

Page 7: BullsEye Marketing - Automotive Industry (SEM)

Clients:A Success Story

Results:Measure which models resonated

withthe Mexican population

-Lead capture on proxy site-Detailed map for future

eventsQuickly identified best creative's

-Contests on site / remarketing-Flooded potential fan base-Identified sites of interest

Project::Promote the Volvo brand across multiple channels and measure brand sentiment in Latam and Mexico.

Page 8: BullsEye Marketing - Automotive Industry (SEM)

Clients:A Success Story

Donations Walks

InsightsGeos

Products iPhone

Android Store locator

Male vs. FemaleNaming Conventions

SocioeconomicCyberthreats

White Paper downloadsVideo effectiveness

In-store walk insOnline registrations

InterestsBrand Identity

Page 9: BullsEye Marketing - Automotive Industry (SEM)

Technology:A Better System

• ROI Based– Measurable results… beyond the usual metrics

• IP Targeting to the individual user– Capture the exact query of the user / intent

• Path / Selection / RGU/ Phone Conversation = Search Term

• Reallocation of funds from actionable items in REAL TIME– Search /

– Content / Display / Social / Mobile

• Targeting and evaluation to the site level– Like sites / Negative sites / Remarketing beyond the individual users

• Real time reporting– Better Business Decisions / Measure Offline Media / Media Plans

• Extension of your Marketing efforts – Client Support– Not Just Another Vendor

– Alignment of Goals / Metrics / Vision

SEMSEM

DisplayDisplay

ContentContent

http://www.jmkbmw.com

http://www.jmkbmw.com

OrderOrder

UserUser

CallsCalls

Page 10: BullsEye Marketing - Automotive Industry (SEM)

Results:Math based

Page 11: BullsEye Marketing - Automotive Industry (SEM)

Intelligence:Keyword Intent

Page 12: BullsEye Marketing - Automotive Industry (SEM)

Dashboard:Geography

Page 13: BullsEye Marketing - Automotive Industry (SEM)

Dashboard:CBO Applicable to display

Page 14: BullsEye Marketing - Automotive Industry (SEM)

Success:Our approach

Acquisition

• Right Message

• Time

• Location

Growth

• Additional Services

• Client Needs

• Wants and Reallocation

Retention

• Client Insight

• Intent

• Service Issues

Page 15: BullsEye Marketing - Automotive Industry (SEM)

Success:Another approach

Messaging

• Creative

• Market area

• Location

Reach

• Networks / sites

• Client Needs

• Wants and Reallocation

Analysis

• User engagement

• Action taken

• Direct click attribution

Page 16: BullsEye Marketing - Automotive Industry (SEM)

Display:Analysis and optimization

Page 17: BullsEye Marketing - Automotive Industry (SEM)

Mapping:Analysis and optimization

Locations

• Train Line

• Engagement

• Sites

Targeting

• Messaging

• Device

• Customer vs. Non

Page 18: BullsEye Marketing - Automotive Industry (SEM)

Targeting:More Insight with display

• Zip Based Keyword Contextual

Competitive messages

Wifi Campaigns

• Category Based Interest Based Domain Site Selection Inferred Interest Verizon

• Competitor Retargeting Demographic Targeting

Interaction with site Age and Gender

Page 19: BullsEye Marketing - Automotive Industry (SEM)

Dashboard:Custom Built

Page 20: BullsEye Marketing - Automotive Industry (SEM)

Dashboard:Benchmarks

Page 21: BullsEye Marketing - Automotive Industry (SEM)

Dashboard:URL capture to ad

Page 22: BullsEye Marketing - Automotive Industry (SEM)

Dashboard:CBO Applicable to display

Page 23: BullsEye Marketing - Automotive Industry (SEM)

Solutions:Search customized

• High Visibility Managed CPC (Algorithmically) • Proper Placement Use of latest technology / Site Links• Directed ad copy Securing more screen real estate

Page 24: BullsEye Marketing - Automotive Industry (SEM)

INSIGHT:SEM / SEO

SEO Based on Statistically Significant Results…

• Use of actual campaign data.– specific down to IP Address activity

• Complete analysis delivered to you. – Laser specific keywords for individual site pages

• On going SEO management.

Page 25: BullsEye Marketing - Automotive Industry (SEM)

SEM & SEO:Working together

Page 26: BullsEye Marketing - Automotive Industry (SEM)

• Specific copy with phone numbers in ads – Increase in Calls

– Reduction in cost

– Less opportunity to lose client

• Local Business Listing

• Local Business Ads

• The After Hours campaign, when funded properly, adds significant order volume (significant decrease in other ads).

– Copy directed to online ordering after call center is closed

• Continue to monitor real time weather conditions– Sunny Saturdays tend to yield fewer orders than rainy Sundays

– Spend and ads are adjusted accordingly • These ads are in queue and will rotate when conditions are appropriate

Copy:Based on results

Page 27: BullsEye Marketing - Automotive Industry (SEM)

Search:All networks

Our Solution: Total Saturation…Reach 98% of Your Market Locally, Regionally or Nationally

Page 28: BullsEye Marketing - Automotive Industry (SEM)

Content:User behavior

Users spend nearly half of their

time viewing content

Page 29: BullsEye Marketing - Automotive Industry (SEM)

• Poorly Targeted ad

• Low Relevancy

• Higher CPC

• Highly Targeted ad

• High Relevancy

• Lower CPC

• Better Conversions

2012 BMWsNew & Preowned BMWs. Great Offers! Call today!www.MiamiBMW.com

used bmw dealers

bmw x3 prices

bmw i Class

lease a bmw

2010 BMW 335i ClearanceSpecial Offers on 335i Until 10/15.Low Monthly Payments. 888-616-4249www.MiamiBMW.com/3Series

335i prices

Lease bmw 335i

silver 3351

BMW 335i convertible

Ads:Targeted

Page 30: BullsEye Marketing - Automotive Industry (SEM)

Ads:Targeted

Placement Directed Ad Copy A/B Testing

used cars 76215

Used car deals

Kelly used

Cpo car prices

Kelly Used Cars in EastonWe Want Your Trade. Get Top Dollar. #1 Dealer in PA. Come See Why.www.KellyRiskFree.com

Risk Free Used Cars Get Up to 135% for Your Trade. #1 Dealer in PA. Count on Kelly.www.KellyRiskFree.com

Kelly Used Cars in EastonWe Want Your Trade. Get Top Dollar. #1 Dealer in PA. Come See Why.www.KellyRiskFree.com

Risk Free Used Cars Get Up to 135% for Your Trade. #1 Dealer in PA. Count on Kelly.www.KellyRiskFree.com

Page 31: BullsEye Marketing - Automotive Industry (SEM)

• Fewer Clicks for Consumer

• Highly Targeted ad

• High Relevancy

• Lower CPC

• Better Conversions

2012 Honda Accord CrosstourSpecial Offers on Accord CrosstourUntil 10/31. Call for Instant Quote. www.MadisonHonda.com/Element

Certified Preowned Honda Huge Certified Preowned Inventory.Great Prices from Authorized Dealer.www.MadisonHonda.com/Preowned

Local Honda Service CenterHonda Certified Specialists.24 Hour Appt Desk: 888-414-3607www.MadisonHonda.com/Service

Site:Targeted

Page 32: BullsEye Marketing - Automotive Industry (SEM)

Geography:Targeted

Reaching only the local prospects, in your market…

Our Solution:A combination of IP-targeting technology, keyword modifiers

and properly designed ads target your specific market.

Target your Region, City or Local Area.

Page 33: BullsEye Marketing - Automotive Industry (SEM)

Geography:Coverage area

Page 34: BullsEye Marketing - Automotive Industry (SEM)

Geography:IP level detail

Page 35: BullsEye Marketing - Automotive Industry (SEM)

Buying Cycle:Initial Search

Page 36: BullsEye Marketing - Automotive Industry (SEM)

Buying Cycle:Education

Page 37: BullsEye Marketing - Automotive Industry (SEM)

Buying Cycle:Ready to buy

Page 38: BullsEye Marketing - Automotive Industry (SEM)

Remarketing:Targeted messages

Someone searching for a Toyota service center

They select Service and Hours….but do not book an appointment.

Ai saves user information. User is recognized across content networks.Ai shows your text ads to a targeted user/audience.

best toyota service center

Local Toyota Service CenterToyota Certified Specialists.24 Hour Appt Desk: 888-414-3607www.ParkwayToyota.com/Service

Page 39: BullsEye Marketing - Automotive Industry (SEM)

Ads:Targeted

Page 40: BullsEye Marketing - Automotive Industry (SEM)

Ads:Targeted

Page 41: BullsEye Marketing - Automotive Industry (SEM)

Ads:Targeted

Page 42: BullsEye Marketing - Automotive Industry (SEM)

Ads:Targeted

Page 44: BullsEye Marketing - Automotive Industry (SEM)

Social Media:Get engaged

Page 45: BullsEye Marketing - Automotive Industry (SEM)

Youtube:Targeted

Page 46: BullsEye Marketing - Automotive Industry (SEM)

ROI:Measurement

No way to accurately track activity or results…

online sales

impressions

conversions

repeat clients

phone calls

walk-ins

new customers

clicksoffline sales

site activity R.O.I.

Page 47: BullsEye Marketing - Automotive Industry (SEM)

Analysis:Real time bidding

Page 48: BullsEye Marketing - Automotive Industry (SEM)

Results:Down to the order

Page 49: BullsEye Marketing - Automotive Industry (SEM)

Results:Converting Demographic KW’s

Page 50: BullsEye Marketing - Automotive Industry (SEM)

Solutions:

Bulleye’s “ROI” focused campaign strategy maximizes contacts, calls and results.

Page 51: BullsEye Marketing - Automotive Industry (SEM)

Thank You: