making display advertising work for auto dealers
DESCRIPTION
Consumer's buying behaviors have changed — the majority of the buyer cycle is now done online. Get in front of the consumer throughout the full cycle and take the initiative to capture your market by providing what they want and are actively searching for. There are many variations of display advertising and it's important to understand the difference between static ads — static display ads delivered dynamically — and truly dynamic ads. Technology is evolving everyday and so is display advertising. There are now so many opportunities available with in-image ads or "native advertising" and the capability to pull live dealership inventory directly into display advertising. In this session you will also learn how display advertising works with SEO and SEM activity and what key metrics to focus on when calculating ROI - like the direct VDP Click.TRANSCRIPT
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Confidential
How do you make online display ads work for automotive dealers?
Brought to you by
&
Speed Shift Media Webinar Series
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About Your Presenter
Ian Cruickshank Vice President of Sales
• 10+ years in Marketing and Digital Advertising. • Originally with two of the largest media companies in Canada • The last few years were spent consulting on digital disruption
and as the head of sales and marketing for a social media marketing firm in Vancouver, BC.
• Currently, as the VP of Sales, the focus is on all things revenue generation for Speed Shift Media.
• Masters in Business and IT Management • Regular presentations and lecture on a variety of IT and Digital
Marketing concepts. • Most of all he loves to be outside with his wife and his young
family in Port Moody, BC.
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Agenda
Introduction
What’s going on in Digital and where does Display fit in?
VDP Traffic Drives Sales
1. How display ads affect consumer activity search engines and vice versa?
2. What “lift” in Search Engine Marketing to expect by using display ads?
3. Where to buy display ads?
4. How to develop an effective display ad that delivers results?
5. The difference between dynamic inventory ads and standard banner ads?
6. What happens after a prospect clicks on a display ad?
7. What metrics and reporting details should be analyzed?
8. How long will I have to wait before seeing results?
9. How do I know whether my advertising partner is doing their job?
Summary
Questions?
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Our solutions are trusted by:
About Speed Shift Media
• Automotive online display advertising for over 10 years
• Power over 8,000 automotive dynamic ad units per day
• Process over 1.5 million vehicles from over 7,000 dealers per day
• Specialize in customized display solutions
• Focused on serving large dealer groups and portals
• Powering automotive display solutions in North America, UK & Australia
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What’s going on in Digital and where does Display fit in?
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Among today’s car buyers:
1. Automotive News, Turn Your Internet Department Into an Internet Dealership! seminar, December 2012. 2., 5. 2013 Polk Automotive Buyer Influence Study, AutoTrader.com with R.L. Polk & Co., 2013. 3. 2007 Dealer eBusiness Performance Study: The New Buying Influences, The Cobalt Group in partnership with Yahoo! and R. L. Polk & Co., 2008. 4. Digital automotive advertising spend is projected to rise to $7.80 billion by 2017. The US Automotive Industry 2013: Digital Ad Spending Forecast and Key Trends, eMarketer, 2013.
90%
begin shopping online (1)
76%
of time is spent shopping online (2)
88%
use the internet for research prior to
visiting a dealership (3)
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According to the 2013 Automotive Buyer Influence Study conducted in part by
AutoTrader.com:
1. Buyers in the new car market spent 10 out of a total of 13 shopping hours online;
2. Used car buyers spent over 11 hours out of 15 shopping online; and,
3. Use of the web to research vehicles and dealerships has increased in the last few years. In 2013, 75% of all buyers went online for information, up from 71% in 2011.
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Automotive online advertising…
1. Automotive News, Turn Your Internet Department Into an Internet Dealership! seminar, December 2012. 2., 5. 2013 Polk Automotive Buyer Influence Study, AutoTrader.com with R.L. Polk & Co., 2013. 3. 2007 Dealer eBusiness Performance Study: The New Buying Influences, The Cobalt Group in partnership with Yahoo! and R. L. Polk & Co., 2008. 4. Digital automotive advertising spend is projected to rise to $7.80 billion by 2017. The US Automotive Industry 2013: Digital Ad Spending Forecast and Key Trends, eMarketer, 2013.
is projected to grow to $7.8 billion by 2017(4)
$7.8billion
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Display is an essential ingredient
in your marketing mix
Website
Display
Paid Search
Social Media
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How do display ads affect consumer activity in the big search engines, and how will search engine marketing affect display?
1.
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1. Create behaviour 2. Get more 3. It works both ways
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What “lift” or increase in effectiveness in Search Engine Marketing can I expect by using display ads?
2.
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1. You’re already spending 2. Increase your ROI 3. Attribution
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Where can I buy display ads?3.
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Where to buy?
Ad Networks
Automotive Specific Networks
Direct from the Publisher
Real Time Bidding Exchanges
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How do I develop an effective display ad that delivers results?4.
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Building the ad
Images, Text & Color
HTML Backup Graphics
A/B Testing
Live Images
Animation
Mobile Optimization
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What’s the difference between dynamic inventory display ads and standard display ads?
5.
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1. Static Banners 2. Flash Ad - Rich Media 3. Dynamically Served Banners 4. Truly Dynamic Display Ads
So why bother?
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What happens after a prospect clicks on a display ad?6.
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11 of 6 2 3
4 5 6
1
2Contact Seller
3
$48,950$50,950
1. Great Images and a Video 2. Complete consumer friendly description 3. A clear call to action (3 Tops)
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Simplicity is King
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Simplicity is King
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What metrics and reporting details should I analyze?7.
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Your KPI’s?
Impressions
Conversions
Click Through Rate
Retargeted Impressions
Engagement
Retargeted Clicks
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Your KPI’s?
& increase sales
Increase VDP views
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How long will I have to wait before seeing results?8.
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Results
Maintain Your Content
Know Your Business
Test Your Message
Bottom Line
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How do I know whether my advertising partner is doing their job and helping me understand it all?
9.
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What do we offer?
1. Have they assigned you a campaign manager? 2. Do you have visibility into your campaigns? 3. What is the dynamic nature of their ad creative? 4. Are they serving truly dynamic inventory ads? 5. What data do they use to dynamically assign ad
content? 6. Are you seeing the results you expect?
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Summary
1. Blend SEM and Display 2. Build ads that work 3. Be dynamic 4. A great SIMPLE VDP 5. Test and Measure 6. Get help!
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In-Image Ad Unit
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And the best dynamic display and retargeting available.
And the best dynamic display and retargeting available.
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Active Consumer
DynamicRetargeting Ads
AUTOREVIEW
YOURLOGO
Learn More
YOUR LOGO
DynamicDisplay Ads
YOUR LOGO
YOURLOGO
YOURLOGO
Conversion
Return Visit
1st Impression
The Targeting LoopA consumer visits an auto review page and engages with your in-image ad
They click through to your VDP and receive
a tracking pixel
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DynamicRetargeting Ads
AUTOREVIEW
YOURLOGO
Learn More
YOUR LOGO
DynamicDisplay Ads
YOUR LOGO
YOURLOGO
YOURLOGO
Return Visit
1st Impression
Conversion
The Targeting LoopPassive Consumer
Now, as an auto intender, they are targeted with your Dynamic Inventory Ads
They return to your VDP and new information is
added to their profile
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The Targeting Loop
DynamicRetargeting Ads
AUTOREVIEW
YOURLOGO
Learn More
YOUR LOGO
1st Impression
Return Visit
Conversion
DynamicDisplay Ads
YOUR LOGO
YOURLOGO
YOURLOGO
After the first visit and throughout their buying decision they are retargeted with your relevant inventory
The retargeted customer returns to your VDP and is more likely to convert
Retargeted Consumer
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Active Consumer
Passive Consumer
Retargeted Consumer
YourWebsite
1st Impression
DynamicDisplay Ads
YOUR LOGO
YOURLOGO
YOURLOGO
DynamicRetargeting Ads
Return Visit
Conversion
AUTOREVIEW
YOURLOGO
Learn More
YOUR LOGO
Get the most impact from your online display advertising with
the perfect blend of all three.
Let us show you how.
YourWebsite
1st Impression
DynamicDisplay Ads
YOUR LOGO
YOURLOGO
YOURLOGO
DynamicRetargeting Ads
Return Visit
Conversion
AUTOREVIEW
YOURLOGO
Learn More
YOUR LOGO
The Targeting Loop
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Please feel free to follow up with any questions you may have at any time.
Ian Cruickshank Vice President of Sales
email [email protected] office 604.520.9177 ext. 225 mobile 778.997.9474
The most-targeted and effective automotive ads in the market today.