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

1. OPTIMIZING YOUR DIGITAL
MARKETING PORTFOLIO
What To Spend and Where To Spend It To Sell
Cars With Greater Velocity!

2. Let’s Connect Online
Facebook:
https://www.facebook.com/brianpa
sch
Twitter: @AutomotiveSEO
Brian Pasch, CEO
PCG Companies
brian@pcgmailer.com
LinkedIn:
www.linkedin.com/in/brianpasch
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3. 3

4. 4

5. SEM
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6. SEO
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7. VIDEO
SEO
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8. 8

9. IRM
3 “Review” Sites on Google Page 1
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10. DISPLAY
ADS
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11. RETARGETING
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12. 12

13. PROMOTED
VIDEO
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14. VIDEO
PRE-ROLL
Ability
The
Skip
30 sec
BEFORE
Video
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15. Video Pre-Roll Advertising
 Sam Swope Honda World: Maximized
reach through video remarketing &
interest targeting.
 Results of Video Pre-Roll:
 74,765 Impressions
 12,904 Views
 8,426 Unique Views
 $0.11 Avg. CPV
 764 Clicks
 Budget: $1,362.94
$1.78 Cost Per Click
 Timing: Feb 1 - 28
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16. Facebook Sidebar Ads
Multiple
Targeting
Options inside
Facebook
Retargeting
Outside of
Facebook
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17. Facebook News Feed Ads
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18. Facebook News Feed Ads
Look at the Screen
Space Taken Up
By The Facebook
Ads!
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19. 19

20. Comparing Adwords To Facebook Advertising
Adwords
•
•
•
•
Facebook
• Demographic Targeting
• Relationship Targeting
• Car Ownership Targeting
• Buying Intent Targeting
• Credit Card Targeting
• Retargeting*
Other Factors
• Targeting based on zip
• Not dealer “crowded”
Keyword Targeting
Intent Targeting
Retargeting
Video Pre-Roll
Other Factors
• Location based on IP
• Crowded Marketplace
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21. Pandora Mobile Display Ads
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22. Promoted Tweets
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23. How Should I
Prioritize All The
Opportunities?
We pick the ones
that accelerate
car sales at the
lowest cost!
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25. 42
%
32%
22%
13%
INVENTORY
MODEL INFO
REVIEWS
LOCATE DEALER
Search inventory most-used 3rd party tool.
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source: Google/Compete “2011 Auto Shopper Behavior Study”

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
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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!
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28. Cost Per Lead vs. Cost Per Sale?
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29. Consumer Prefer Stealth in US
Sales
Walkin
CALLS, CHATS, LEADS
Leads/Appts
30%
70%
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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…)
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31. Digital Lead Conversions
Google Adwords Conversion on Lead Forms
Click
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32. 32

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!
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34. 34

35. 888-333-1234
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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!
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37. MONTHLY TRACKINGS
SOURCE
CALLS
LEAD FORMS
CONTACTS
WEBSITE
AUTOTRADER
CARS.COM
ADWORDS
CRAIGSLIST
CHAT
PHONE
FORD DIRECT LEADS
SHOWROOM VISITS
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APPOINTMENTS
SHOWS
SOLD
% SOLD

38. Back To The Online Shoppers
Sales
Walkin
Leads/Appts
30%
70%
Your Entire Marketing Budget
Needs ROI Metrics!
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39. Tracking The Stealth Shopper
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42. Dealers Need To Be VDP Factories
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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.
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44. Two New Terms
Cost per Shopper (CPS)
Cost per VDP View (CVV)
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45. Adwords using Cost per VDP View
Range: $2.62 - $75.45
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46. Budget for Next Year
Budgeting Spreadsheet Provided
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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
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48. OEM Mandated Website
Does This Convert
Well?
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49. Customized Website
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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.
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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.
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53. 53

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
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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?
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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.
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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.
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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
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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
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61. The First Dollars You Should Spend
• Direct Mail
• Scheduled Mail programs like
birthday reminders
• Lease retention
• Special Events
• OEM Programs
• Conquest Campaigns
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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
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63. Second Tier Investments
• LotLinx (< $4.00 Cost per Shopper)
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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
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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
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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.
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67. Experimental Investments
• Twitter Promoted Tweets
• Instagram Advertising
• Foursquare Advertising
• Pandora Digital Radio
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68. Customize Your Budgeting Spreadsheet
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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?
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70. 70

71. Let’s Connect Online
Facebook:
https://www.facebook.com/brianpa
sch
Twitter: @AutomotiveSEO
Brian Pasch, CEO
PCG Companies
brian@pcgmailer.com
LinkedIn:
www.linkedin.com/in/brianpasch
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