Guaranteed Ways YOU Can Increase Your Automotive SEM ROI Tomorrow

Guaranteed Ways YOU Can
Increase Your SEM ROI - Tomorrow!
Truman Hedding
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com

What if I told you that
Simply reversing the way you communicate and market to car shoppers could
change the course of your business forever -> sending net gross sales to levels
you’ve never imagined possible?
Our industry has victimized you. That car shoppers are paralyzed and you’re
asking too much. That changing your approach could double your SEM ROI?
Paying attention to the 90%+ that don’t convert can increase your chances of
getting more car shoppers to your showroom and hold your vendors more
accountable?
That simply measuring calls to your dealership can help you get more out of
your SEM?
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 2

And what if I told you..
That you could do this all yourself
regardless of your skill level

Housekeeping
4
Share an important takeaway you
received from this session using
hashtag #DD17 for a chance to win an
iPad (from DD).
Golden nuggets along the way,
available for download
Q&A at end of presentation
Cell phones…

What you’re going to learn to
believe today
The power of a “why message”
The Paradox of Choice & how too many options
can work against you
Everything can be tested & tracked, and it has a
bigger impact than you think
The impact of handling calls from SEM better
NOTE: Additional resources available

How my background led me to greater ROI
2000 – 2004 Obsessed with SEO
2004 – 2011 Paid Search, Conversion Rate Optimization
($300MM managed across several verticals for thousands of companies)
2011 – Present Automotive Paid Search
6
*1 of 41 Google AdWords Certified account managers

If you want to get MORE ROI out of your SEM you
must know that:
SEM traffic behaves different than
organic or direct…
(and it takes money, too)

Let’s look at the Context & Intent of
Queries
8
Value to
Business
Type of Searches Examples Context
$
Organic
“Toyota dealership”
“Toyota dealer LA”
Thinking about it
$$
Organic/Paid
“corolla Newport Beach”
“Los Angeles corolla deals”
Almost ready to buy
$$$
Paid
“Toyota corolla lease”
“Toyota corolla pricing”
Ready to buy

Let’s review
Common road blocks to
greater SEM ROI

1. Not leading with a
“why message”
10

Any volunteers? Why you?
11

What you do is simply
the proof of why you do
it

The goal is not to do business with
everyone that needs what you
have, it should be to sell cars to
people who believe what you
believe.

Simon Sinek
Author of “Starts with Why”
Incredible Ted Talk in 2009
14
The Power of “Why”
1. How do inspired leaders and
organizations get ahead
2. The Golden Circle
3. The Law of Diffusion of
Innovations

How some get ahead
15
1. They all act & communicate the same way (regardless of size,
regardless of industry)
2. It is the complete opposite to everyone else

If Apple were like everyone else their
message would be:
1.We make great computers
2. They’re beautifully designed
3. Simple to use
4.User friendly
5.Want to buy one?

How Apple actually communicates
1.Everything we do, we believe in challenging
the status quo, we believe in thinking
differently
2.The way we challenge the status quo is by
making our products beautifully designed,
simple to use, and user friendly
3.We just happen to make great computers
4.Want to buy one?
All we did is reverse the order

This proves that
People don’t buy what you do…
They buy why you do it…

Can loyalty exist in the auto business?

Example

If you talk about what you believe
you will attract those who believe
what you believe

How to reach mass market penetration

The innovators and early
adopters think and act the same
way…And they are the influencers

How to reach mass market penetration

Turns out this
supports how
we are built
26

People don’t buy what you do…
They buy why you do it…

What you can do #1
What you can do
#1
Examples of
“Why Buy” messaging

Impact of a “Why Buy” message Example
Subaru Puyallup
RESULT: Triple total dealership gross (2011-
2014)
http://www.automotivedigitalmarketing.com/profiles/blogs/talk-dealer-to-me-chatting-with-subaru-of-puyallup-about-why-buy

“Your Stress-Free Dealership”

Website navigation example

Top Recommendation for integrating a “why buy”
message: VIDEO
It acts as your first salesperson, answering questions
before they are asked, and all concerns

You’ve got 10 seconds or less…

Longer visits -> more trust -> more action
Truman Hedding | Showroom Logic | Vice President of Marketing | tru@showroomlogic.com 34 http://srldemo.com/truman

Car Shoppers & Video
49%
Visit a dealer
after watching
a video ad
84%
Plan to watch a
video next time
they shop
25%
Watch 1hr+
while
researching
Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013

Homepage Video
integration example

Apply the “why buy” message
company-wide for a consistent
message and increased effect
Sales, Service, Admin, etc.
Golden nugget available

Do this aMnda sasc hMieavrkee mt Pasesn emtraartkioent success

2. The Paradox of Choice
39

What have we done?

More choices leads to confusion, anxiety,
and consumers find comfort in “exiting” the
situation
The Paradox of Choice - Why More
is Less
~American Psychologist Barry Schwartz

The Paradox of Choice Summarized
Imagined alternative – The more options there are, the more
easily it is to regret the option that you chose.
Increased expectations – Consumers compare what they get
with what they expected. Adding options increases expectations
and produces less satisfaction with results even when they are
good results
More choices increases paralysis and decreases
satisfaction – Vanguard, jeans, ice cream

The “shiny new toy” syndrome
What happens when everyone offers a “widget” or tool
guaranteed to increase conversion rates?

Are you reallocating conversions?

We’ve forgotten about the consumer
Marketing mediums have changed…
BUT MARKETING RULES HAVEN’T

Basic Rules of Marketing
Have content that matches where someone’s at in the
purchase cycle
Sell benefits, not features
Give value or educate before you ask for information
Only ask them to do one thing
Ease their concerns

Landing Page Core Competencies
47
The consumer’s needs are first
Simplify the experience & actions
Stay current with incentives and offers
Track every engagement and action
They need to work perfectly across devices

Test & Track Everything
We’ve done the heavy lifting for you..
We’ve tested several permutations of what a great
VDP would look like and here’s what worked…

What about now?
When we
give
them
less
options
we…

Move the needle on metrics that matter most
Move the needle on the metrics that matter:
Form Leads Phone Calls Conversion % Cost Per Lead
Dealer Group 86.82% 57.87% 69.64% 32.70%

What about now?
Step 1
Simplify your
message
Step 2
Test each
“shiny new toy”

3. You track and test
everything in your path
52

Studies have proven the decline in clicks to sliders
Similar type of site visitors

Make the first one count!

Internal Study
We’re taught to never trust our gut
Less than 10% clicked on my boxes

What
actually
worked

This means your main navigation is
really important.
o Check your own analytics for top pages
and make sure they’re front and center

Test your Ads
58
We tested millions of permutations and then
tested ad text to landing pages.

59

Relevancy = Lower CPC
60

Leverage OEM branding and display incentives
61
2014 Toyota Camry
www.toyotadealer.com/2014-Camry
Get 0% Financing for 60 Months!
Toyotathon is On! Hurry in & Save.

Website provider analytics are
great, but there are more KPI’s to
be seen, and more to learn from.
And if you ask them, they’ll help (in
most cases)

If 90% won’t convert, how will you
know what worked?
Go beyond form fills and phone
calls…

Look beyond phone calls and form fills
Track KPI’s with Google Analytics
Service Research Inventory Financing
Trade
Value
Specials Buy
Macro Conversions
Great article: goo.gl/sTpSD0
Micro Conversions
More info @ showroomlogic.com/truman

My favorite KPI’s to track
Macro Goals Micro Goals
*Would be macro goals with vendor cooperation.
Form Lead
Chat
Phone Call
Mobile Lead
Value trade*
Directions
Financing*
Print
VDPs
Time on site
Searches

Custom GA Reports to Measure ROI
Download Here: http://goo.gl/V1vI7p

Level the playing field - Use Google Analytics to
Vendor A
Vendor B
67
track Vendors/Traffic Sources

Look beyond Google Analytics

4. Call Handling
Presentation and tools available @ showroomlogic.com/truman

One of the quickest ways to get more out
of your SEM budget is to get better on
the phone.

Car Wars Study
300+ dealers
Reviewed 2MM inbound calls
$600 – average cost per qualified phone call

What they found

What gets measured, gets managed
Car Wars Grudge Match
Before
Requested 80-100 appts. per
week
Picked up 200 calls within first
few rings
During Match
Requested 600 appts.
Picked up 647 calls within first
few rings
Prep for landing

Where do you go from here?
What will you make of this session

1. What is your why?
2. Will you simplify what you ask?
3. Will you test and track it?
4. Will you hold your phone call
handling accountable?

My promise to you…
If you do I will guarantee your success
You are NOT alone and I will be here to see it through
(not a service we offer)

Available via
showroomlogic.com/truman
1. This presentation
2. Detailed Google Analytics integration to hold your
vendors accountable
3. “Why Buy” worksheet for internal exercise
4. Sample scripts for creating a “Why Buy” video

THANK YOU

Contact Info
Full Name:
Company:
Job Title :
Email:
Truman Hedding
Showroom Logic
Vice President of Marketing
tru@showroomlogic.com
Share an important takeaway you received from this session
using hashtag #DD17 for a chance to win an iPad.

Guaranteed Ways YOU Can Increase Your Automotive SEM ROI Tomorrow

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Guaranteed Ways YOU Can Increase Your Automotive SEM ROI Tomorrow

Ähnlich wie Guaranteed Ways YOU Can Increase Your Automotive SEM ROI Tomorrow (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Guaranteed Ways YOU Can Increase Your Automotive SEM ROI Tomorrow

Hinweis der Redaktion