Dominate with Data; How to Use Google's Free Tools to Sell More Cars Chris Deringer Chief Marketing Officer DealerOn Derwood, MD 703-307-1173 chris@dealeron.com
The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. 2
Workshop Synopsis Dealers are constantly bombarded with vendors trying to sell them new shiny objects. However, most dealers can get 90% of the data that they need to make virtually all of the digital marketing decisions with nothing more than the freely available tools from Google. Things like: 1) heat maps, 2) ROI, 3) 3rd Party Attribution, 4) Organic Keyword Data, 5) Website Optimization, 6) Demographic/Psychographic Data are all readily available and free from Google, but consultants and vendors routinely try to package and sell this data as a product or service. In this session Chris Deringer will teach dealers about connecting their various Free Google Services (Analytics, Adwords, Search Console, Google My Business) together and connect them with tools they are already using (like their DMS and their Call tracking software) to generate some incredibly valuable and immediately actionable data. Dealers implementing these recommendations will be selling more cars, more profitably in 90 days or less. Learning Objectives 1. Dealers will learn how to dramatically increase their Paid Search ROI with better Adwords targeting and strategies, so they can generate more calls, leads, and store visits and sales with similar or even lower ad budgets. 2. Dealers will learn how to correctly track and measure their digital marketing campaigns and vendors, allowing them to spend their finite marketing dollars more effectively than ever. 3. Dealers will learn how to leverage their existing customer data to sell more cars and increase service retention, using Google Customer Match. 4. Have a comprehensive template of website conversion goals and values to use as a starting point to measure their performance. 5. Dealers will learn how they can use demographic targeting via Google Adwords to spend more money targeting the consumers who are most likely to buy a car from their dealership (increasing their ROI on their ad budget). 6. Dealers will learn how they can track actual sales data from their DMS back to the actual keywords and ad campaigns that generated those clicks to get a true end-toend marketing ROI. 3
Topic #1 Automotive Shopper Realities and Google Assets and Free Services (Slides 2-8) Automotive Sales Process Facts o All Car Buyers use Google during process. o Almost entire Shopping process is now online (avg Shopper visits ~1.3 or so dealerships) o Dealer s Biggest Expense (non-inventory) is Advertising o All Dealers have Google Analytics on their sites Google s Assets o Google Search is near universal among Car Shoppers o Google SEM reaches every in-market Car Shopper o Google Analytics on every dealer website o Google Users (gmail, chrome, Pixel Phone) Google s Free Data Services/Tools o Google Adwords Data o Google Search Console o Google Analytics o Gmail o Google Search o Google Drive 4
Dealer MUSTS: o OWN your Google Analytics Account o OWN your Google Search Console Account (verified) o OWN your Google Adwords Account o LINK YOUR Google Search Console Account to Your Analytics Account o LINK YOUR Google Adwords Account to Your Analytics Account o USE Google URL Builder (UTM Codes) for all Campaigns 5
Topic #2 Why You Need to Optimize Your Website? (Slides 9-14) Dealers spend 28% of Ad $ s on Internet, making it their biggest Marketing Channel. Consumers report that the Ad Source (if any) that Led them to the Dealership was the Internet (Website). So, regardless of where you spend your Ad Budget (Traditonal or Digital), practically ALL of the consumers you reach with your marketing go to your WEBSITE, before your dealership! Consumers only visit 1.3 dealers, so all comparison shopping is done ONLINE! Your website is your comparison sales tool! 6
So if a dealer s website is so critical to their success, their websites must all be great? Not So Fast o MOST Dealers sites convert at less than 1.7%. o Less than 1 in 50 dealer sites converts at 6% Most dealers do NO formal website or digital marketing testing. They rely on the HIPPO! 7
FACT There are dealers that effectively manage their website conversion can generate 4x the website leads of their direct competitors, selling the SAME Makes and Models in the SAME Market, with the SAME Demographics. So how do some dealers generate such dramatically better website results than other dealers? THEY MEASURE, TRACK, and OPTIMIZE! 8
Topic #3 How to Measure Your Site (Slides 15-20) 3-Step Process: o Set Goals o Assign Values o Measure What Should Your Goals Be? Anything that you WANT a customer to do on your site. EXAMPLES: o Fill out a Lead Form o Call Your Sales Line o Call Your Service Line o Print a Coupon o Get Directions from Google Maps on a cell phone o Save a Mobile Coupon o Play a Vehicle Video o Submit a Credit App o Read your Reviews 9
How to Set Up Your Goals Assign Values for Every Goal SAMPLE GOAL VALUE WORKSHEET: Use Google s URL Builder to Set Up Tracking for all Digital Campaigns 10
Topic #4 Analyze Your Market and Your Search Engine Marketing (Slides 21-30) Define YOUR Market where do YOU actually sell cars? o Typical Dealer sells 40-60% of New cars in ~20 zip codes o Typical Dealer sells 80% of New cars in ~40-50 zip codes Understand Buyer Personae o Customer Looking for YOU o Customer Looking for your franchise o Customer Looking for your competitors o Customer in-market for New Inventory o Customer in-market for Used Inventory o Customer Looking to Service Shoppers may be in market for weeks/months & do 100+ searches; Dealers want to be there WHEN IT COUNTS! Can t afford every top-funnel click Location + Personae is best targeting method Use Search Console to see Actual Query Data by Device 11
Customer Looking for YOU o Use Search Console to see Actual Query Data by Device o Dealers Only Get 40-60% of Desktop shoppers TYPING IN THEIR ACTUAL DEALERSHIP NAME! o ITS EVEN LESS ON MOBILE 20-40%! o DEALERS HAVE TO BUY THEIR OWN DEALERSHIP BRAND NAME ON GOOGLE o Cannibalization is real, BUT SMALL!!! Customer Looking for Brand - Second Biggest Bucket - GSC Data Customer Looking for Competitors 3rd Biggest Bucket - GSC Data Topic #5 Adwords Data Integrations for MAXIMUM results (Slides 31-34) In Google Analytics (via Adwords Integration) Check YOUR Adwords Campaigns by Geography -- Typical dealer is wasting 20-40% of spend just based on Geographic targeting! Integrate your Call Tracking Provider w/ Google Analytics, Track Adwords Phone Calls to KW level Pull Vehicle Sales from DMS, do End-to-End ROI Analysis of Adwords with Phone # and Lead Email Matchback 12
Topic #6 Increasing Sales - Google Analytics Linked to Search Console (Slides 35-39) In Search Console - Identify Pages with High Rank and or High Impressions, but Low Click Through (huge opportunity) Get Pro-active Notices from Google regarding Spam Issues, Crawl Errors, 404 Pages, etc DON T RELY ON WEBSITE PROVIDER!!! Quickly Identify changes in Organic Traffic determine if its Impressions, Clicks, CTR or all three Measure Return on SEO efforts Get Site Speed for EVERY Page on your site in seconds; Fix high traffic, slow pages (send them to your provider to fix) Topic #7 Increasing Conversion w/ Adwords & Analytics Linking (Slides 40-48) Measure, Test, Optimize Sitelinks in Ads Optimize Your Ad Spend, using Age, Gender demographics Measure In-Store Sales by linking Google My Business w/ Adwords THIS IS BRAND NEW (Sept 2016) TO DEALERS Use RLSA (now with Cross-Device Targeting) Dynamic Remarketing (can layer on Demographic/Gender/Age) Upload Email Database from DMS/CRM; use Customer Match to target Service and Repeat Buyers on Search, in Gmail, and on Youtube 13
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Topic #7 Understanding Your Website Customers (Slides 30-35) Understand who (Age, Gender, City, State, Interests, In-Market Shoppers, etc) is visiting your site and how effective it is for them. Apply these learnings to your marketing investments to make the same marketing budget drive 30-50% more leads/sales. Identify Advertising Opportunities in Google s Display Network by analyzing your existing customers/web traffic. Dynamically remarket each piece of inventory directly to each visitor who viewed it. 15
Topic #8 New Handy Analytics Tools (Slides 36-38) Check the site speed for any/all pages on your site to identify issues. Use Channel Reports to quickly identify any marketing or vendor problems. 16
Takeaways 1. EVERYONE who is going to buy from your dealership will have been to your website first. Your website s performance impacts all of the $400K a dealer spends on advertising. 2. Setting up Goals & Values for ALL important consumers actions on your website. Set up tracking for ALL inbound links (PPC, Display, Retargeting, Social, Email, etc) will help you properly measure and optimize your marketing efforts and your website changes. 3. Creating a Google Analytics-based monthly scorecard in combination with your vendors will make them more effective and increase the return you re getting value from your investment. 4. Enabling and using Google Analytics Demographic and Interest Data will not only make you smarter about your traffic, your website and marketing effectiveness, but it will also allow you to begin using Google Remarketing Lists and Dynamic Remarketing My Takeaways: 17