Social Media Advertising powered by
Google Wildfire
Brian Pasch, CEO
PCG Consulting
brian@pcgmailer.com

Workshop Outline
• Where Social Media Marketing Fits in Google’s ZMOT
• Understanding Today’s Social Marketing Workflow
• Why Your Dealership Needs a Mobile First Strategy
• How Google Wildfire Increases Mobile Engagement
• Examples of Advertising Campaigns Using Wildfire
• Do Dealers Need Wildfire To Be Successful?
• Targeting Your Advertising Message with Polk Data
• How To Get Started with Social Media Advertising.

About PCG Digital Marketing
• Full Service Digital Agency started in 2005
• 50 Paschonate Professionals Dedicated To Car Dealers
• First agency to have a published case study by Google
regarding the success of the Wildfire platform.
• First agency to co-present Wildfire Social Media
Marketing strategies at an Automotive Conference
• We deliver customized social media strategies and avoid
canned content replicated to hundreds of dealers.

Case Study Will Be Send to
Members of DealersEdge.com

Your
Dealership
Marketing
Marketing
Marketing
Your Company
Your Customers
Traditional Marketing Was Centered Around Your Dealership

Social Marketing Shifts the Focus to Buyer Conversations
Your
Dealership
Your
Dealership
Your
Dealership
Your
Dealership
Your Customers

10%
12%
7% 8% 7% 6% 5% 4% 3%
28%
49%
35%
32%
30%
28%
31%
26%
22%
20% 20%
35%
31% 32%
34% 33%
38% 38%
TV Online Dealership
Modified
Maker
Choice
Modified
Model
Choice
Confirmed
initial
choice
Influenced
Option
Choice
Influenced
Budget
Modified
dealer
Prompted
Purchase
Interest
Aided
discovery
of new
makers
Helped
informed
decision
Purchase Funnel
The Reach In The ZMOT
DealershipOnlineTV

10%
12%
7% 8% 7% 6% 5% 4% 3%
28%
49%
35%
32%
30%
28%
31%
26%
22%
20% 20%
35%
31% 32%
34% 33%
38% 38%
TV Online Dealership
Now, Online Content is as Impactful as Dealership
Dealership
31%
Online
31%
TV
7%
Modified
Maker
Choice
Modified
Model
Choice
Confirmed
initial
choice
Influenced
Option
Choice
Influenced
Budget
Modified
dealer
Prompted
Purchase
Interest
Aided
discovery
of new
makers
Helped
informed
decision
Purchase Funnel

DigitalConsumerTrend Auto ConsumerTrend
2.0B internet Users
4.1B mobile Users
35h video uploaded each
minute
2.1B searches daily
1.9B social network users
90% car buyers are online
75% start research online
Why Should You Care?
46% buyers worldwide likely
to make an auto purchase
based on social sites
Auto videos positively impact
79% buyers
32% mobile users say video
sites help drive their decision
Source:
• eMarketer.com
• Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+
• NetPop Research

What Are Many Dealers Doing?

Social Media Gone Astray

Poor Choices For Content Syndication

Linking To Blogs With Poor Call to Action
No path to
Dealership
Website

No Links To The Dealership Website

Linking To OEM Website Promotions
Find Your
Dealer?

Control
ENGAGE, INTE
REST, INCENTI
VIZE
REPEAT
GROW
YOUR
AUDIENCE
1
2
3
Social Marketing Best Practices
MEASURE
& CONVERT
ControlGROW ENGAGE
MEASURE
ControlControlGROW ENGAGE
MEASURE

Control
GROW
YOUR
AUDIENCE
1
3
Best Practice 1: Grow a Community of Followers
ControlGROW ENGAGE
MEASURE
ControlControlGROW ENGAGE
MEASURE

Brickell Honda
Best Practice 1: Grow a Community of Followers
Objective:
• Build a relevant community of buyers
• Drive growth and traffic by targeting
local HONDA owners!
Results:
• Honda owners engage with a brand
offer that relates to their vehicle.
• Two way communication established.
• Introduced Honda “loyal” customers
to a new LOCAL service center.

Fiat of Kirkland
Best Practice 1: Grow a Community of Followers
Objective:
• Conquest Brands Competing with Fiat
• Start education campaigns comparing
Fiat 500 vs. popular alternatives.
Results:
• Kirkland Fiat increases brand
awareness and Facebook fans.
• Local MINI Owners educated on
benefits of Fiat 500
• Traffic driven to in-stock inventory
pages and VDP’s

Best Practice 2: Continuously Engage Followers
2
ENGAGE, INTE
REST, INCENTI
VIZE
3
GROWGROW
Control
GROW
YOUR
AUDIENCE
1
3
ControlGROW ENGAGE
MEASURE
ControlControlGROW ENGAGE
MEASURE

Jeff Wyler Auto Group
Best Practice 2: Continuously Engage Followers
Objective:
• Build a relevant community of buyers
• Drive growth and traffic throughout a
monthly hyper-local campaign.
Results:
• Fan base and reach increases
• Two way communication established
• Post entry actions can drive consumers
to your website to connect them with
your digital advertising: retargeting.
Daily Campaign Visits

Naperville Infiniti
Best Practice 2: Continuously Engage Followers
Objective:
• Drive engagement with a popular hyper-
local event.
• Give local consumers an “experience” that
they would remember!
Results:
• Increased fan engagement
• Increased brand reach
• LOCAL consumers submitted their information
showing the targeting was working.

Best Practice 3: Translate Marketing Goals Into Metrics
Control
GROW
YOUR
AUDIENCE
1
3
ControlGROW ENGAGE
MEASURE
ControlControlGROW ENGAGE
MEASURE
2
ENGAGE, INTE
REST, INCENTI
VIZE
MEASURE
& CONVERT

Best Practice 3: Translate Marketing Goals Into Metrics
Campaign
Started
Here…No
Joke.

Best Practice 3: Translate Marketing Goals Into Metrics
Good Place To
Be….

Best Practice 3: Translate Marketing Goals Into Metrics
Strong
Engagement
Rates

Best Practice 3: Translate Marketing Goals Into Metrics
Look at the
Engagement
of Every Post

Old School PPC Rates!!

First Time I Witnessed 50+%
Of Traffic Coming From Mobile
19,682

April Was Their Inflection Point
Breakout
Started

Your Content Team
Creates an Attractive
Page On Your Website

No Device Independent Pages

DEVICE INDEPENDENT PAGES

Broken Experience

MessagesPages Promotions Analytics
Wildfire Social Marketing Suite

What Google WildFire Does
• Create Device Independent Landing Pages
• Enables More Interactive Posts &
• Grows Fan Base Faster
• Data Collection and Engagement
• Can Drive “Post Form” clicks to your website
• Connects Social Media & Digital Marketing
• Puts Your Where Your Competitors are NOT!

Wildfire Design Tools
Agency Level
Design Tools

Mobile
Preview

Pre-Defined
Templates To
Create
Engagement!

Interactive Posts Rock!

Designs to
Drive Traffic to
Inventory
Pages

Facebook Limits Text On Photos

$0.38 Cost Per
Click

Connect With Music Fans

Connect With Sports Fans

OEM Conquest Campaigns

Educate & Connect With Consumers

Resize Engagement For Mobile

Targeting Existing Nissan Owners

83 Cents CPC
On Targeted
List of Nissan
Owners

Sweepstakes Google Places Recommendations

Sidebar Advertising is Weak
Multiple
Targeting
Options inside
Facebook
Retargeting
Outside of
Facebook

Newsfeed Advertising - Desktop

Newsfeed Advertising - Desktop

Newsfeed Advertising - Mobile
The MAJORITY
Of the Screen Is
The Promotion!

Engage Your Fans
• Sharing galleries
• YouTube videos
• Quiz
• Playlists

Engage Your Fans
• Sharing galleries
• YouTube videos

Service
• Coupons
• Clicks
• Tracking numbers

Do You Need Wildfire?
• If You Have A Responsive/Adaptive – Maybe
– If you don’t have the tools to build engaging
landing pages and social metrics – Yes.
• Do you need Wildfire to be successful in social
media advertising?
– You need Wildfire or an equivalent tool set.
– You need clear analytics and measurement tools.

Ad
Targeting?

Comparing Advertising
• Keyword Targeting
• Intent Targeting
• Retargeting
• Video Pre-Roll
Other Factors
• Location based on IP
• Crowded Marketplace
• Demographic Targeting
• Relationship Targeting
• Car Ownership Targeting
• Buying Intent Targeting
• Credit Card Targeting
• Retargeting*
Other Factors
• Targeting based on zip
• Not dealer “crowded”
Google Adwords Facebook Advertising

Very Cost Effective Advertising

Creating An Targeted Ad
Each Offer
Will Have a
Different
Radius

Creating An Targeted Ad

Creating An Targeted Ad

Creating An Targeted Ad

Creating An Targeted Ad

Creating An Targeted Ad
Choose
between
CPC or CPM

October Rollout
For 20 Auto Dealers

$100 Advertising Credit

Join PCG & Wildfire in October
• Post original content for social engagement
• Create contests and promotions
• Create targeted ad campaigns
• Create videos and graphics to increase
engagement
• Leverage Wildfire Analytics and Tools to grow
your local fan base, influence, and reach.

Recommended: $500-$1,000
Facebook Advertising
• Your Facebook ad budget will be directly
billed to your credit card for transparency.
• You can increase your ad budget for high
performing campaigns without any
additional fees from us.
• Additional landing pages for expanded ad
campaigns are included in monthly fee.

One Last Thing…
• The correct social media engagement can
also drive traffic to your website
• However, the landing pages on your website
should be optimized for a “social” follower
• Invest in testing which landing page
decisions produce the right “behavior” to
meet your sales goals.

Landing Pages Will Be Designed to Convert
Website Header & Navigation
1
2
3
4
5
6
7
1.Video or Photo
2.Explanation of Offer
3.Supporting Evidence
4.Call To action
5.Store Locator
6.Lead Form
7.Custom Video
Design will be subject to the limitations
of the current website platform.

Don’t Forget Retargeting
Yearly Visibility

Isn't This
What We
Have Been
Asking For?