winning the zero moment of truth
TRANSCRIPT
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Winning The
Zero Moment of Truth The applications and processes
to win the Zero Moment of Truth
Julio Gonzalez
VP of Operations
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Speakers
Becky Ross Marketing Manager - KPA
303.228.8753
Presenter Moderator
Julio Gonzalez VP Operations
Haystak Digital Marketing
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Haystak Digital Marketing
Haystak Digital Marketing is a world leader providing digital marketing
products and services to auto dealers.
Haystak Digital Marketing empowers dealers to create a high return on investment on search, mobile, retargeting and display advertising and track the performance of those campaigns in real time.
Haystak Digital Marketing is a Google Adwords Premier SMB Partner and a Bing Authorized Reseller, enabling dealers to maximize their digital marketing efforts with top search engines.
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Media Spend in 2011
0 10 20 30 40 50
Radio
TV
Internet
% Ads Spend
Time Spent
Share of Average Time Spent per Day with Select Media by US Adults vs US Ad Spending Share
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Online & The Automotive Purchase Cycle
2.7
32.4
61
87.9
111
143
2006 2007 2008 2009 2010 2011
Monthly Searches in Billions
Source: Search data comScore & Sales data JD Power (6.2 years)
Since the last time today’s average custom purchased a vehicle:
The use of search engines has grown by 5200%. Facebook, the most visited site on the Internet, wasn’t open to the public.
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Online Research’s Effect on Dealership Visits
68% 69%
73%
77%
80%
84%
4.1
3.5
3.0
2.4
1.9
1.3
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
60%
65%
70%
75%
80%
85%
90%
95%
100%
Conducted Internet Research Dealerships Visited
Source: JD Power Automotive Internet Roundtable
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The Evolution of Dealership Advertising
Newspaper
52%
Radio
14%
Television
15.50%
Direct Mail
6.40%
Internet
4.60%
Other
7.50%
2000 Dealer Ad Spending Newspaper
22%
Radio
16%
Television
20.10%
Direct Mail
9.70%
Internet
23.70%
Other
9.00%
2010 Dealer Ad Spending
Source: NADA
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The Zero Moment of Truth
The influence of the online experience is second only to the in-store experience
Source: Shopper Sciences / Zero Moment of Truth
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Net Influence of Source
13%
22%
27%
29%
32%
32%
36%
39%
39%
44%
45%
58%
59%
71%
74%
Saw ads on television
Searched online for dealership
Read information at dealership
Searched online
Dealer web site
Manufacturer web site
Read automobile reviews offline
Read automobile reviews online
Talked with friends / family
Searched dealer inventory
Comparison shopped online
Talked with sales person
Requested quote online
Looked at vehicle
Test drove vehicle
Source: Google ThinkAuto 2011
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36% of Americans watched the
Super Bowl
The average television spot
reaches 1.5% of Americans
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Newspaper
22%
Electronic
36.00%
Direct Mail
9.70%
Internet
23.70%
Other
9.00%
Dealer Ad Spending
Newspaper
10%
Television
20.00%
Direct Mail
10.00% Internet
50.00%
Other
10.00%
Dealer Ad Spending
Where to Start?
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Digital Marketing Landscape
Social Media
5% Email Marketing
4%
Mobile Marketing
5%
Display Advertising
32%
Search Marketing
54%
2011 Digital Advertising Spend
Source: Forbes
Search engine marketing accounts for
54% of the digital advertising spend
Search, display and
mobile accounts for 91% of all digital
advertising spend
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1. Dealership web site 2. Search engine optimization 3. AutoTrader / Cars.com 4. Desktop search engine marketing 5. Mobile search engine marketing 6. Retargeted display advertising 7. Display advertising 8. Isolated third party leads 9. Social content and advertising
Meat and Potatoes
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Internet Usage
Home Page
16%
Used Cars
27%
New Cars
21%
Specials
12%
Other pages
24%
Dealership Web Site Usage
76% of Dealership web site traffic is the home page, used cars, new cars or specials.
All other web pages on dealer web sites account for only 24% of dealership web site traffic.
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SEO Site Traffic
Keyword 1
Keyword 2 Keyword 3 Keyword 4
Keyword 5
Keyword 6
1459 Other Keywords
Sample Site Keyword Traffic: 7091 Visits
• 41.9% of SEO traffic comes from one keyword
• 60.9% of SEO traffic comes from the top 6 keywords
• 1459 other keywords make up the remaining traffic
• After the top 6 keywords, the traffic averages 1.9 visits per keyword
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Paid Search Site Traffic
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
403 Keywords
Sample Site Keyword Traffic: 3082 Visits • 9.3% of paid search
traffic comes from one keyword
• 33.3% of paid search traffic comes from the top 6 keywords
• 403 other keywords make up the remaining traffic
• After the top 6 keywords, the traffic averages 5.1 visits per keyword
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Use impression share to determine advertising budgets
Achieve maximum impression share before moving to the next medium
Market Share
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Mobile
Mobile is the fastest-growing segment of search. • Upwards of 15% of searches are
conducted on mobile devices
• 54% of mobile searchers intend on calling or visiting a local business
Mobile users search differently • 20% fewer characters than the desktop
• Mobile searches show more local intent
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Bing
Back up plan
Increase Market Share, traffic
25.9 percent of
searches were powered by Bing
Suitable demographics The average age of Google users is 13 to 34 while that of MSN users is 25 to 54
Your Google account may be giving you good business right now, but it is always smarter to have a backup plan
Presently competition is much lower on Bing resulting in comparatively lower bid prices for most keywords.
Bing and Yahoo takes their combined search share to 25%
Low Saturation
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DISPLAY/ RETARGETING
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Display Generates Demand
17%
26% 26%
38%
33% 34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Unaided Brand Recall Likelihood to Visit Site Likelihood to Purchase
Search Only Search & Display
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Automotive Purchase Consideration
7%
10%
17%
23%
17%
4% 5%
6%
2% 3%
2%
0% 1%
More
Than 1
Year
7-12
Months
4-6
Months
2-3
Months
1 Month 3 Weeks 2 Weeks 1 Week 4-6 Days 2-3 Days 1 Day 5-8
Hours
0-4
Hours
Source: Google ThinkAuto 2011
57% 1 to 6 months 50% 3 to 12 months
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Dealer Web Sites are Part of Consideration
Of consumers who visit the manufacturer web
site visit a dealer web site within 30 minutes 76%
Of consumers who visit a dealership web site have not decided on a make and model 60%
Source: ADP/Cobalt
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Vehicle Selection Is Determined Online
9 out of 10 people who visit a dealership have selected a vehicle online
Source: JD Power
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Measuring Successful Consideration
CPL (Cost Per Lead)
CPM (Cost Per Thousand)
CPE (Cost Per Engagement)
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Path to Conversion & Conversion Attribution
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Keyword Set Attribution Index
Manufacturer
Term
Short Tail Model Regional Term Detailed Model Dealer Name Competitive
Dealership
Specific Vehicle
Likelyhood to be First in Path Likelyhood to be Last in Path
Source: Haystak Digital Marketing keyword data research
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Focus on different metrics
Focus on different metrics at different stages of the funnel
Attribution and Engagement
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Align your budget to influence
Focus on core mediums
Learn the metrics influence
Influence