jeremy anspach: how to maximize inventory conversion from search to showroom
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Search to ShowroomTRANSCRIPT
How to maximize Inventory Conversion from Search
to Showroom.Jeremy Anspach
Page 41
Searchto
SHOWROOMPresented by: Jeremy AnspachCEO / Co-Founder of PureCars
/ Passionate about the car business since age 3/ Twin boys Noah and Eli in training/ Live in Charleston, SC
PureCars Mission:To provide more relevant information to improve the car buying experience.
Founded PureCars in 2007
/ INC. 5000 Ranked #141
/ Fastest-Growing Automotive Company in the Country
/ Featured Cover Story in Digital Dealer
/ Google Partner that is Philosophically Aligned
It is now a digital world…
24Sources
1.4Visits 11
HOURS
97%
Compared to 18 from ZMOT 2012
Spent online shopping for a pre-owned vehicle
To the dealership prior to purchase, compared to 4.5 visits in 2007
Consumers shopping online prior to purchase
Consumer Behavior
has Changed.
Adults 18+ Media Consumption
Internet
TV
Radio
Traditional Media
39.8%
36.5%
13.2%
5.4%
2012 Ad Spending Share of US Automobile
Dealerships, 2012
Consumer behavior Dealer behavior / 2012
Adults 18+ Media Consumption
Internet
TV
Radio
Traditional Media
39.8%
39.5%
13.2%
5.4%
2012 Ad Spending Share of US Automobile
Dealerships, 2012
Consumer behavior Dealer behavior / 2013
80%Digital Allocation by 2018
Search is part of our lives.
It’s not rocket science.
Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
Google Dominates
with 69% Market Share
17% - Bing
10% - Yahoo
Why?
Organize the world’s information and make it universally accessible and
useful.
Google’s Mission:
RELEVANCY
Advertising Platform
Google AdWordsVertical Agnostic
Campaigns (new, used, service, etc.)
Ad Groups (model)
Ads
Keywords
Rank#1_____________
#2_____________
#3_____________
#4_____________
#5_____________
Rank = bid x GQS
It’s not just about the bid.BID X GQS = HIGHER RANK
NEW
USED
Right Approach?
What do you wantto market?
Whole lot?
Photos & Price
Photos & PricePriced Below Market
IN DEMAND
$$$$$$$Ideal to MarketSales Efficiency, Margin,
Etc.
WHERE do you wantto market?
Right Approach?
Sold Data
Market DataPump In / OutSales Efficiency
CRM Data4 leads = 1 sale
25 leads = 1 sale
10 leads = 1 sale
Selling Opportunity Estimation….A little math
WHO do you market to?
Right Approach?
Research
“Best gas mileage…”
“Best truck under $50,000…”
“Reviews…”
BROWSING
“Best Honda accord price…”
“Honda accords for sale…”
"Reviews..."
BUYING
“Black Honda Accord with Leather…”
“Used White Chevy Truck 4x4…”
“Black Honda accord for
sale…”
Desktop vs. Mobile
47% of all automotive search queries come from mobile
Source: Google Internal Data.
Mobile Search is Critical During the Shopping Process
Source: Google/Compete/Polk, Auto Buy Flow Study, June 2012
44% Use their device for price comparison on
the dealer lot.32% Use their
smartphones to find a dealership.
36% Use mobile for
contacting dealerships.
46% Check inventory
in stock.
48%Looked up dealer
information.
$$$$$$$$$
BUYINGBrowsingResearch
$$$$$$$$$
Probability of a Sale
$$$$$$$$$
MobileTabletDesktop
$$$$$$$$$
Probability of a Sale
HOW do you market?
HOW do you market?
3D Targeting
color trim certified
YMMTpaymen
tmobile
Shopper’s Request
Used BlueUnder $20,00
0Camry
Shoppers Request
Used BlueUnder $20,00
0Camry
Used BlueUnder $20,00
0Camry
Used BlueUnder $20,00
0Camry
Shoppers Request
White ChevyLow
MilesTruck
Shoppers Request
White Chevy Low MilesTruck
White Chevy Low MilesTruck
Shoppers Request
White Chevy Low MilesTruck
Shoppers Request
Toyota SUVPrice/
Payment
Deals
Shoppers Request
Toyota SUVPrice/
Payment
Deals
Toyota SUVPrice/
Payment
Deals
Shoppers Request
Toyota SUVPrice/
Payment
Deals
Mobile SEM
Resu
lts
Relevance
How SHOULD it be?
Searching for… Used Chevy Tahoe LTZ
Make? Trim?
Make? Model?
Trim?
Car? Make?
Model? Trim?
Searching for a Used BMW X5 with Third Row Seat
Options?
Trim? Options?
Options?
Searching for a New Chevy SUV
Options?
Trim? Options?
Options?
Land them on a Relevant Device Optimized Page
Options?
Trim? Options?
Options?
How do I track ROI?
ROIIMPRESSIONS
CLICKS CONVERSIONS (Relevant Page)
Phone Web
ImpressionsImpressions
Inventory / Keyword Buy
Search Demand
Budget Geo
Impression ShareImpression Share
Budget
Geo
Demand
ClicksClicks
Ad Messaging
Dealer Brand Equity
Rank Freq.
Quality ScoreRelevant Ad
Relevant Landing Page
Good CTR
Higher Rank Lower Cost
ConversionsFunnel of Keyword Buy
Landing Page Relevancy
Merchandising
Photos $$ Recon
KPI NoiseLeads only come from 1% of web shoppers.
Photos
Display ads further sweeten the pot
Note: among respondents who recalled all 15 brands tested without being provided a list of the 15 brandsSource: iProspect, “Real Branding Implications of Digital Media – an SEM, SEO and Online Display Advertising Study” conducted by comScore Inc., Nov 2, 2010.
organic search listing
paidsearch listing
4%increase in likelihood to purchase
6%increase in unaided brand recall
online display
ad300 x 250
Paid search reaches people you wouldn’t reach organically
Source: Incremental Clicks Impact of Search Advertising, Google, July 2011: http://googleresearch.blogspot.com/2011/07/studies-show-search-ads-drive-89.html
Paid
Organic
Organic clicks rise, but only slightly
Not enough to recover the lost paid clicks
Organic
88% of clicks are lost on average for automotive advertisers
Paid and organic search better together
Note: among respondents who recalled all 15 brands tested without being provided a list of the 15 brandsSource: iProspect, “Real Branding Implications of Digital Media – an SEM, SEO and Online Display Advertising Study” conducted by comScore Inc., Nov 2, 2010.
paid search listing
organicsearch listing
16%increase in likelihood to purchase
6%increase in unaided brand recall
Retargeting Synergy
Retargeting
2. Adobe CMO.com
Dynamic Display Ads& Dynamic Headlines
VDP Matching
How much should I spend?
Probability
Probability
ProbabilitySource Leads Spend CPL Sales CPS
Direct Mail 57 $48,900.00 $857.89 4 $12,225.00SEM 414 $13,800.00 $33.33 87 $158.62
Source Leads Spend CPL Sales CPSDirect Mail 88 $36,800.00 $418.18 3 $12,266.67
SEM 930 $47,200.00 $50.75 145 $325.52
Source Leads Spend CPL Sales CPSDirect Mail 10 $15,000.00 $1,500.00 1 $15,000.00
SEM 603 $29,500.00 $48.92 88 $335.23
Source Leads Spend CPL Sales CPSDirect Mail 45 $36,800.00 $817.78 6 $6,133.33
SEM 611 $28,400.00 $46.48 129 $220.16
Store A
Store D
*Note, SEM sales are a combination of website forms and calls generated.
Store C
Store B
How much should I spend?
Fixed Budget?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
Competitor Wins. Web
How much should I spend?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
How much should I spend?
Fixed Budget?
THINK ECOMMERCE
Dominate Traditional? (ZMOT)
Competitor Wins. Web
Implementation OptionsD.I.Y
Agency Tech Platform (Automated)
Agency Integration
Who, What, Where, Why?
Questions?
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