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My slide deck from Digital Dealer "7 Myths of how people search for a car on line"

Digital Dealer was again a great venue this year. For those that wanted my slide deck and for those that couldn't make here is my presentation.

After reviewing 35 hours of people searching for car online on video we came to some shocking revelations that dispell a lot of myths we have been told over the years about how, where and why people shop online for a car.

Happy to answer any question about this slide deck.

Enjoy!


EDITOR'S NOTE: Transcript of Presentation:

How people search - Presentation Transcript


  1. 7 Myths about How, Where and Why people search for a car and what they do when they get there
    VINSolutions Dealer Advisory Board
    Meeting Las Vegas NV 10.12.10
    Larry Bruce President / CEO
    MicrositesByU.com
    @pcmguy.
  2. PPC #1 way you can conquest new business for your dealership
  3. What’s holding you back?
  4. 7 Myths that have been heaped on us with little or no basis of actual behavior
    •People trust 3rd parties more than the dealer
    •Internet shoppers are price driven
    •The internet is better for used than new cars
    •Organic links are trusted more than sponsored
    •The long tail search phase
    •People will go online and just come into the dealership
    •You can’t compete with the budget of the OEM , AutoTrader or Cars.com
  5. •Over 35 hours of video
    •109 users
    •436 searches
  6. Myth 1: People trust 3rd parties more than the dealer
  7. Myth 1: People trust 3rd parties more than the dealer Of the 26% that converted:
  8. Myth 1: People trust 3rd parties more than the dealer Why did they convert there?
    This same scenario happened 86% of the time a user landed on a 3rd party site
  9. Myth 1: People trust 3rd parties more than the dealer How did they get there?
  10. Myth 1: People trust 3rd parties more than the dealer What would have happened if?…
    Number of Mustangs available
    What types are available
    How much they cost
  11. Myth 1: People trust 3rd parties more than the dealer Version 2 payment
  12. Myth 1: People trust 3rd parties more than the dealer Version 3 trade‐in
  13. Myth 1: People trust 3rd parties more than the dealer Things you can do to your website / landing experiences to instill trust. Reviews used by 32% of the users tested
    •Put your eBay rating on your home page with a link to the ratings
    •Put your Google ratings on your home page with a link
    •Put your Yelp ratings on your home page with a link
    •Use some excepts from letters or surveys on your home page
    •Facebook Like button on your home page and in special pages and your blog.
  14. Myth 2: The Internet is all about price It is actually about saving time and hassle – 1st Concern, do you have what I want?
    28% of the time a visitor will search themselves right out of a car
  15. Myth 2: The Internet is all about price It is actually about saving time and hassle – 1st Concern, do you have what I want?
    Volzauto before
  16. Myth 2: The Internet is all about price It is actually about saving time and hassle – 1st Concern, do you have what I want?
    Volzauto After

  17. Myth 2: The Internet is all about price It is actually about saving time and hassle – 1st Concern, do you have what I want?
  18. Myth 2: The Internet is all about price It is actually about saving time and hassle – 1st Concern, do you have what I want?
    •1 click access to the most popular selling vehicles
    •UserTesting.com to find trouble spots in you conversion funnel
    •Crossbrowsertesting.com to find the breaks in code
    This has doubled Volz Auto Groups Lead Conversion Rate
  19. How Split Testing Works
    Split Testing Platform
  20. How Split Testing Works
    www.google.com/websiteoptimizer Split Testing Platform
  21. Myth 3: The Internet is more suited to used cars than new Search testing found New & Used to be evenly split
  22. Myth 4: Organic links are clicked and trusted more than sponsored links For pure purchase intent sponsored links converted 300% higher than organic links
  23. Myth 4: Organic links are clicked and trusted more than sponsored links CarMax landing pages showed up in 33% of the searches that were performed in this test all sponsored links
  24. Myth 4: Organic links are clicked and trusted more than sponsored links For pure purchase intent sponsored links converted 300% higher than organic links
  25. Myth 4: Organic links are clicked and trusted more than sponsored links Organic traffic is inconsistent. You have no idea what the users intent really is other than 70% of
    the time they were looking for your dealership to do something
    The term Random access website refers to your main site where the users intent isn’t clear and there is a lot of navigation for them to get lost in the page shuffle
  26. Myth 4: Organic links are clicked and trusted more than sponsored links Organic traffic is inconsistent. You have no idea what the users intent really is other than 70% of the time they were looking for your dealership to do something
  27. Myth 4: Organic links are clicked and trusted more than sponsored links You will get higher conversions and better results out of PPC than organic SEO efforts but to do so you have to optimize at all 4 dimensions of online marketing Test‐Driven Marketing:
    •Geo‐location
    •Keyword / placement Making
    •Ad position agile marketing strategic
    •Landing / Conversion growth engine.
  28. Myth 4: Organic links are clicked and trusted more than sponsored links Test Driven Marketing
    Ad Group
    Ad Split testing for Ad Ad Ad
    CTR
    Ad Split testing for Landing Landing Landing
    Conversion
  29. Myth 4: Organic links are clicked and trusted more than sponsored links Test Driven Marketing
    Ad Group
    Ad Split testing for
    Winning Ad
    CTR
    Ad Split testing for Winning
    Conversion Landing
  30. Myth 4: Organic links are clicked and trusted more than sponsored links A culture of constant improvement
    Ad Group
    Ad Split testing for
    New Ad New Ad Control Ad
    CTR
    Ad Split testing for New New Control
    Conversion Landing Landing Landing
  31. Myth 5: The long tail search phrase Yes in overall internet searches long tail search phrases 4+ words are 23% of the searches and do have higher intent. But in the car business this is not the case.
  32. Myth 6: People are going to your site and looking at vehicles then showing up on your lot The internet is an “Influencing Medium”. If you believe that then I have other stuff I want to sell you
  33. Myth 7: You can’t compete with the budget of the OEM, AutoTrader, Cars.com Yes at the local level you absolutely can and you absolutely should.
    Other contributing factors to
    the search
    •Location 54%
    •Product 80%
    •Avg number of searches 3.5
  34. Myth 7: You can’t compete with the budget of the OEM, AutoTrader, Cars.com Yes at the local level you absolutely can and you absolutely should.
    Location 54%
  35. Myth 7: You can’t compete with the budget of the OEM, AutoTrader, Cars.com OEM Involvement
  36. Remarketing
    23% Email Capture Rate / 37% Call Rate
  37. Remarketing
  38. Remarketing
  39. Remarketing
  40. Remarketing
    12% Click Through Rate
    17% Conversion Rate
  41. Integrated Channels
    Honda
    CTR – 3%
    Conversion – 31%
  42. Integrated Channels
  43. Integrated Channels
    Budget ‐ $500
    Honda Service for Schools
    www.supplies4kids.com ; Service Your Honda and Help a child with School Supplies!
    CTR – 7%
    Conversion – 23%
  44. Integrated Channels
    Budget ‐ $200
    CTR – 3%
    Conversion – 47%
  45. Integrated Channels
    Important: Service your Honda help a child get school supplies http://bit.ly/4kids Haynes Honda donates $1 for each RETWEET
    Retweets – 1112
    142 new followers
    Conversions – 115 last count
  46. Integrated Channels
  47. Summery
    •3rd parties DO NOT have a Brand or a trust advantage. They don’t really even have an SEO advantage
    •You’re going to get a lot farther if you give visitors what they want, when they want it the way they want it than trying to run a bunch more people to your website and convert the same lousy percentage.
    •Internet user don’t play favorites with new or used and they both convert just as easily.
    •Organic links do not have some magic hold over the customer and are very inconsistent when it comes to intent.
    •To make PPC really work you have to control all dimensions of the online marketing experience.
    •Split testing is really the only way to consistent double digit conversion rates and constant improvement.
    • if you’re one that believes the internet is an influencing medium then you may be joining some of our less fortunate car brethren that no longer have a store.
    •You absolutely can and should eliminate 95% of your dependence on 3rd parties between you and your visitor / customer.
    •Targeted PPC + Remarketing will pick you up to a 40%+ Conversion Ratio
    •Integrating Channels the right way increases conversions into the 30%+ range

Views: 55

Tags: CRM, Post-click-marketing, automotive, bruce, click, dealership, internet, larry, marketing, post, More…sales, sem, seo, site, web

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Comment by Ralph Paglia on November 4, 2010 at 3:36am
If you take a look at Ralph Paglia's blogs from almost 3 years ago, this is exactly what he was talking about... It doesn't take a genius to figure out that Google does not make billions of dollars from organic traffic.
Comment by Keith Shetterly on November 2, 2010 at 8:29pm
Yeah, no kidding, Larry. Clue that!
Comment by Larry Bruce on November 2, 2010 at 5:59pm
Keith organic search is quietly getting eaten up by area that makes google money. Who woulda thought?
Comment by Keith Shetterly on November 2, 2010 at 1:55pm
So, essentially, PPC and business listings can plant dealerships in front of searching buyers and get them to the dealer's website to proceed with Slide 7. And to giving folks what they want at your site, not what WE want, so that they convert.

When it comes to folks hawking organic search as The Answer, I'll remind them of this. :)

Thanks, as always, Larry!
Comment by Jason Manning on November 1, 2010 at 11:10am
Larry is the online "Automotive Zen Master" keeping dealers focused on their most important task...their local online sites. Genius! Thank you for getting the focus back where it should be. "He is a Hero of Rome...honour him!" (-Gladiator) :-)
Comment by Ralph Paglia on October 31, 2010 at 4:03pm
Slide #7 is a real eye opener!

Comment by Ralph Paglia on October 31, 2010 at 4:00pm
When I syndicated this post to Facebook, this is what I captioned it with:
"Larry Bruce and Ralph Paglia are a couple of car guys who could find reasons to debate just about any industry topic... But Larry and Ralph agree with each other on the 7 Myths more than most who know these guys would have expected!

For example, when it comes to visitor-to-lead conversion rates and making vehicle sales, Ralph says that PPC Search Advertising trumps SEO driven traffic by such a wide margin that he does not understand what seems to have become an industry obsession with organically driven traffic... SEO generates the lowest converting category of traffic most dealership web sites ever receive! SEO is good stuff, but should be the result of organically relevant design and content, not an objective isolated from the marketing message itself.

Perhaps it is the volume and variety of solutions and services that base their value propositions upon SERP results that has driven this unjustified obsession.
Comment by Larry Bruce on October 31, 2010 at 11:06am
Ralph, not so surprising to me we agree so much on this topic. It's hard for other providers in this industry to fully understand what drives the auto business. I really don't think you can get it if you haven't had you pay check be determined by the number of cars you sold that day. Because we have both been there in many way we agree. We may not always agree on the best methods and if we did this would be boring and no one would learn anything.

I'm with you, I don't know where this obsession with SEO came from but it's not just in the auto industry it's all over. However it does seem to be more of a focus these days in the auto industry. I placed a new post "14 Smart questions to ask when looking for an online marketing par... I hope it helps dealers get out from under the 3rd parties in our business and start taking on online marketing for themselves.
Comment by Ralph Paglia on October 31, 2010 at 9:39am
Larry, for a couple of guys who could debate on most industry topics, you and I agree with each other on the 7 Myths more than I would have expected! For example, when it comes to conversion and making vehicle sales, PPC Search Advertising trumps SEO driven traffic by such a wide margin that I do not understand what has become an industry obsession with organically driven traffic... The lowest converting category of traffic most dealership web sites ever receive! Perhaps it is the volume and variety of solutions and services that base their value propositions upon SERP results that has driven this unjustified obsession.
Comment by Ralph Paglia on October 31, 2010 at 9:33am
Larry, thank you for sharing this... Too many people in the marketing and business development vocations want to assign a linear thinking process to promoting a dealer's business, when the reality is that people do not follow some sort of predefined path or process towards the decision of what dealer to visit and which car to buy. The fact is that many people go into and out of the mind-set that would or could lead to a vehicle sales opportunity multiple times before actually taking delivery. The best dealerships will at times pull people into this "Buying Mind-Set" and others will do a better job of finding car buyers at the moment they slip into the Buying Mind-Set.

BTW... You gotta love Slideshare, which was (for me) one of my favorite social media site discoveries of 2009 from both a functional and an SEO perspective.

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