Opportunities For Dealers
Brian Pasch

CEO of PCG Consulting
732.672.2356
Brian@PCGmailer.com
www.PCGConsulting.com
Twitte...
CUSTOMER
SATISFACTION
REVENUE

CUSTOMER
CONTACT
COSTS
“The more customers did
online, the better our
business was.”
The Internet has made us all

AMAZINGLY
“SELF DIRECTED”
we have more

ACCESS AND CONTROL
...and we are

FRUSTRATED AND
DISSATISFIED
when what we want isn't

A CLICK AWAY
WHAT IS SHOPPING
SEARCH?
WHY DOES IT MATTER?
HOW DO I MAKE IT WORK FOR ME?
75 MILLION
INVENTORY
SEARCHES
FROM BUYERS WHO WILL

THIS
MONTH
BUY
Find and Click
Discover
y

Researc
h

Shopping

PURCHASE

3rd Party Sites

“Vertical Search Sites”
Discover
y

Researc
h

Shopping

Dealer
Visit
Google Cars Program
Note To Self
Shoppers Look at
VDP’s
The New Digital Customer
Are All My Ad
Dollars Really
Helping To Sell
More Cars?
SEM
SEO
VIDEO
SEO
IRM

3 “Review” Sites on Google Page 1
DISPLAY
ADS
RETARGETING
PROMOTED
VIDEO
VIDEO
PRE-ROLL
Ability
The
Skip

30 sec
BEFORE
Video
Video Pre-Roll Advertising
 Sam Swope Honda World: Maximized

reach through video remarketing &
interest targeting.
 Res...
Facebook Sidebar Ads

Multiple
Targeting
Options inside
Facebook

Retargeting
Outside of
Facebook
Facebook News Feed Ads
Look at the Screen
Space Taken Up
By The Facebook
Ads!
Pandora Mobile Display Ads
Promoted Tweets
Note To Self
Every Marketing
“Channel” Claims To
Sell You More Cars
How Should I
Prioritize All
The
Opportunities?

We pick the
ones that
accelerate car
sales at the
lowest cost!
42
%

32%
22%
13%
INVENTORY

MODEL INFO

REVIEWS

LOCATE DEALER

Search inventory most-used 3rd party tool.
source: Google...
Consumer Prefer Stealth in US
Sales
Walkin

CALLS, CHATS, LEADS

Leads/Appts

30%
70%
Phone Calls Outpace Lead Forms in USA
• Phone calls outnumber lead forms in the US
by a factor of 3 to 1 (7 to 1)
• Mobile...
Conversion Tracking & ROI
• If you are not tracking leads and calls you
can not maximize your marketing
investments.
• If ...
Back To The Online Shoppers
Sales
Walkin

Leads/Appts

30%
70%

Your Entire Marketing Budget
Needs ROI Metrics!
Tracking The Stealth Shopper
Note To Self
Dealers Need To
Become VDP Experts
VDP Merchandising Priorities
• First, you must understand why all new and used cars
should have their own Vehicle Detail P...
Two New Terms
Cost per Shopper (CPS)

Cost per VDP View (CVV)
Adwords using Cost per VDP View
Adwords using Cost per VDP View
Adwords using Cost per VDP View

Display
Campaign
Adwords using Cost per VDP View
Note To Self
Adwords Has Limits
In Generating
Shoppers
Total Website Traffic
11,674
visits in 30
days
Cost per Shopper (CPS)
5,214
shoppers
in 30 days
Note To Self
Stop Focusing On
Traffic – Focus on
Shopper Traffic
Third Party Classified Websites

Autotrader.com

Cars.com

KBB.com

Affiliates expose your inventory to in-market
shoppers...
42%
32%
22%
13%
INVENTORY

MODEL INFO

REVIEWS

LOCATE DEALER

Search inventory most-used 3rd party tool.
source: Google/C...
What Don’t You Like About 3rd Party
Classified Website Advertising?
IRM
Live Test: Shopping For Cars
http://bit.ly/EwaldVenusFord - Autotrader Local Search
http://bit.ly/EwaldFordCarsDotCom - Ca...
Your Ad

NOT Your Ad

NOT Your Ad
NOT Your Ad

NOT Your Ad

Consumer Reviews
NOT Your Ad

NOT Your Ad

Consumer Reviews
How Many Places?

Will You Get The Exclusive Lead?
JN8DR09Y31W585076
Over 15 Websites Have
This Car Listed On Their
Inventory Search…
200 “SERPs”: 1 LEAD
SITE REVENUE/LEAD: $2 - $3

AGGREGATOR REVENUE: $15 - $24
RESOLD RATE: 3 - 5 X
Judgments About Your Price
Note To Self
Inventory Syndication
Is Not Dealer Centric
Is There An Syndication Alternative?
LotLinx Network
How It Works

Consumer Clicks
They Land On Your VDP
How Does It Work?
1. Your inventory is syndicated to 130+
websites for free.
2. It Directs Consumer Clicks to Vehicle
Deta...
It’s Simple
1. No long term contracts
2. Online reports

3. Validated In Google Analytics
4. Direct Integration with ROI-B...
AGGREGATE – AVERAGED PER DEALER
VDP Views/Sale

15
VDP-New

11

VDP-Used

22

Saved Days +3 Views
Saved Days +6 Views

-9....
35 LotLinx
VDP Views
$140 Per
Sale
Note To Self
LotLinx Is Dealer
Centric
How to Get Started
Call 732-450-8200
Ask For
Matt O’Such
LotLinx
• Are you committed to being
#1 in your market?
• Are you willing to maximize
your marketing investments
by creating proce...
Let’s Connect Online
Facebook:
https://www.facebook.com/brianpasc
h
Twitter: @AutomotiveSEO

Brian Pasch, CEO
PCG Companie...
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
LotLinx Advertising Helps Car Dealers Sell Cars Faster
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LotLinx Advertising Helps Car Dealers Sell Cars Faster

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Learn why LotLinx is helping dealers to sell cars faster, increasing turn and profits. LotLinx sends SHOPPERS just not TRAFFIC to dealership websites. Call PCG for a live demo 732-450-8200. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.

Veröffentlicht in: Automobil, Business
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LotLinx Advertising Helps Car Dealers Sell Cars Faster

  1. 1. Opportunities For Dealers Brian Pasch CEO of PCG Consulting 732.672.2356 Brian@PCGmailer.com www.PCGConsulting.com Twitter @AutomotiveSEO facebook.com/BrianPasch Driving More Shoppers To Your Website Introducing LotLinx
  2. 2. CUSTOMER SATISFACTION REVENUE CUSTOMER CONTACT COSTS
  3. 3. “The more customers did online, the better our business was.”
  4. 4. The Internet has made us all AMAZINGLY “SELF DIRECTED”
  5. 5. we have more ACCESS AND CONTROL
  6. 6. ...and we are FRUSTRATED AND DISSATISFIED when what we want isn't A CLICK AWAY
  7. 7. WHAT IS SHOPPING SEARCH? WHY DOES IT MATTER? HOW DO I MAKE IT WORK FOR ME?
  8. 8. 75 MILLION INVENTORY SEARCHES FROM BUYERS WHO WILL THIS MONTH BUY
  9. 9. Find and Click
  10. 10. Discover y Researc h Shopping PURCHASE 3rd Party Sites “Vertical Search Sites”
  11. 11. Discover y Researc h Shopping Dealer Visit
  12. 12. Google Cars Program
  13. 13. Note To Self Shoppers Look at VDP’s
  14. 14. The New Digital Customer
  15. 15. Are All My Ad Dollars Really Helping To Sell More Cars?
  16. 16. SEM
  17. 17. SEO
  18. 18. VIDEO SEO
  19. 19. IRM 3 “Review” Sites on Google Page 1
  20. 20. DISPLAY ADS
  21. 21. RETARGETING
  22. 22. PROMOTED VIDEO
  23. 23. VIDEO PRE-ROLL Ability The Skip 30 sec BEFORE Video
  24. 24. 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 $1.78 Cost Per Click  Budget: $1,362.94  Timing: Feb 1 - 28
  25. 25. Facebook Sidebar Ads Multiple Targeting Options inside Facebook Retargeting Outside of Facebook
  26. 26. Facebook News Feed Ads Look at the Screen Space Taken Up By The Facebook Ads!
  27. 27. Pandora Mobile Display Ads
  28. 28. Promoted Tweets
  29. 29. Note To Self Every Marketing “Channel” Claims To Sell You More Cars
  30. 30. How Should I Prioritize All The Opportunities? We pick the ones that accelerate car sales at the lowest cost!
  31. 31. 42 % 32% 22% 13% INVENTORY MODEL INFO REVIEWS LOCATE DEALER Search inventory most-used 3rd party tool. source: Google/Compete “2011 Auto Shopper Behavior Study”
  32. 32. Consumer Prefer Stealth in US Sales Walkin CALLS, CHATS, LEADS Leads/Appts 30% 70%
  33. 33. Phone Calls Outpace Lead Forms in USA • Phone calls outnumber lead forms in the US by a factor of 3 to 1 (7 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
  34. 34. 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!
  35. 35. Back To The Online Shoppers Sales Walkin Leads/Appts 30% 70% Your Entire Marketing Budget Needs ROI Metrics!
  36. 36. Tracking The Stealth Shopper
  37. 37. Note To Self Dealers Need To Become VDP Experts
  38. 38. VDP Merchandising Priorities • 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.
  39. 39. Two New Terms Cost per Shopper (CPS) Cost per VDP View (CVV)
  40. 40. Adwords using Cost per VDP View
  41. 41. Adwords using Cost per VDP View
  42. 42. Adwords using Cost per VDP View Display Campaign
  43. 43. Adwords using Cost per VDP View
  44. 44. Note To Self Adwords Has Limits In Generating Shoppers
  45. 45. Total Website Traffic 11,674 visits in 30 days
  46. 46. Cost per Shopper (CPS) 5,214 shoppers in 30 days
  47. 47. Note To Self Stop Focusing On Traffic – Focus on Shopper Traffic
  48. 48. Third Party Classified Websites Autotrader.com Cars.com KBB.com Affiliates expose your inventory to in-market shoppers and you hope that this investment drives phone calls, showroom traffic, and leads.
  49. 49. 42% 32% 22% 13% INVENTORY MODEL INFO REVIEWS LOCATE DEALER Search inventory most-used 3rd party tool. source: Google/Compete “2011 Auto Shopper Behavior Study”
  50. 50. What Don’t You Like About 3rd Party Classified Website Advertising?
  51. 51. IRM
  52. 52. Live Test: Shopping For Cars http://bit.ly/EwaldVenusFord - Autotrader Local Search http://bit.ly/EwaldFordCarsDotCom - Cars.com Local Search http://bit.ly/EwaldFordCarSoup - CarSoup Local Search
  53. 53. Your Ad NOT Your Ad NOT Your Ad
  54. 54. NOT Your Ad NOT Your Ad Consumer Reviews
  55. 55. NOT Your Ad NOT Your Ad Consumer Reviews
  56. 56. How Many Places? Will You Get The Exclusive Lead?
  57. 57. JN8DR09Y31W585076
  58. 58. Over 15 Websites Have This Car Listed On Their Inventory Search…
  59. 59. 200 “SERPs”: 1 LEAD SITE REVENUE/LEAD: $2 - $3 AGGREGATOR REVENUE: $15 - $24 RESOLD RATE: 3 - 5 X
  60. 60. Judgments About Your Price
  61. 61. Note To Self Inventory Syndication Is Not Dealer Centric
  62. 62. Is There An Syndication Alternative?
  63. 63. LotLinx Network
  64. 64. How It Works Consumer Clicks
  65. 65. They Land On Your VDP
  66. 66. How Does It Work? 1. Your inventory is syndicated to 130+ websites for free. 2. It Directs Consumer Clicks to Vehicle Detail Pages On Third Party Websites to the specific VDP on your website! 3. You Get Charged Per De-Duped Click by Website at $4.00 a click.
  67. 67. It’s Simple 1. No long term contracts 2. Online reports 3. Validated In Google Analytics 4. Direct Integration with ROI-BOT 5. Increase funds at any time
  68. 68. AGGREGATE – AVERAGED PER DEALER VDP Views/Sale 15 VDP-New 11 VDP-Used 22 Saved Days +3 Views Saved Days +6 Views -9.7 -12.4 Monthly Units Sold 154 + 3 (20%) + 6 (40%) VDP/Incremental Sale -12.2% -15.6% 9 24 163 178 51 + 6 (40%) ROI + 3 (20%) 38 +3 +6 $1,848 $3,969 9X 12X
  69. 69. 35 LotLinx VDP Views
  70. 70. $140 Per Sale
  71. 71. Note To Self LotLinx Is Dealer Centric
  72. 72. How to Get Started Call 732-450-8200 Ask For Matt O’Such
  73. 73. LotLinx
  74. 74. • Are you committed to being #1 in your market? • Are you willing to maximize your marketing investments by creating processes that increase sales? • Will you measure marketing dollars differently in 2014?
  75. 75. Let’s Connect Online Facebook: https://www.facebook.com/brianpasc h Twitter: @AutomotiveSEO Brian Pasch, CEO PCG Companies brian@pcgmailer.com LinkedIn: www.linkedin.com/in/brianpasch

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