Drive summer automotive sales - Microsoft · Location Targeting For dealerships, Location Targeting...

Drive summer

Sales and digital insights for the

automotive industry

automotive sales

1. eMarketer, The US Automotive Industry 2014, May 2014

2. Internet Retailer, Car shoppers now kick tires via the web, January 13, 2014

Consumers planning to buy a car are more likely to be influenced by digital marketing than any other shopper. 2

Light vehicle sales trended

higher in 2014

Ford, Nissan, and Jaguar have seen

sales increase 11-13%

Mitsubishi and Subaru have seen sales

increase 20%+

The Mini make has declined

27% in 2014

2013 YTD 2014 YTD

5% increase

Source: MotorIntelligence, US Market Light Vehicle deliveries, May 2014

2014 U.S. sales increase

Your customers are buying nowApril through August are the key buying months for auto customers with a spike during Super Bowl.

Source: eMarketer, Auto Industry Braces for Major Shifts in

Search Marketing, April 2013

April

May

June

July

August

Light trucks and luxury vehicles are seeing gains in 2014

Source: MotorIntelligence, US Market Light Vehicle deliveries, May 2014

Light trucks are

up 9.4% from

2013

BMW and Audi

have increased

11-12% inline

with all luxury

cars

Domestic car

sales remained

almost flat from

last year

Consumers research online before visiting the dealership

86% of automobile

shoppers regularly

search online when

shopping for

automobiles

Source: Internet Retailer, Car shoppers now kick tires via the web, January 13, 2014

20% say they are

influenced by

sponsored links or

results

#2 Pricing, Financing, and Special Offers

#3 Fuel Efficiency

#1 Safety and Reliability

Top 3 factors influencing purchase

Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013

Tip: Use these purchase influencers as terms in your ad copy to help customers discover your ads

Car shoppers start with a set of potential brandsand methodicallyreduce that number to makea purchase

Source: Hybrid ABC, While TV Gets Auto Ad Dollars; Social Is the

Critical Inflection Point in Purchase Decisions, February 2013


81% of new car shoppers plan to spend up to 45K on a new car

Buying new

Up to $25k

Up to $45k

40% 81%

Buying used

Up to $15kUp to $25k

44% 82%

1. eMarketer, 2014 Auto Financing Outlook, February 2014

2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013

Enthusiasts2

1) Safety & Reliability

2) Size/Body Style

3) Price, Financing and Special Offers

Millennials2

1) Size/Body Style

2) Safety & Reliability

3) Warranty or Cost of Ownership

Nearly prime buyers are first time buyers or those who currently

own a used vehicle. They are looking to take on longer loan terms

to decrease monthly payments.1

Tap into younger, nearly-prime borrowers for a key growth area

The desktop is still the primary device for researching autos, second to smartphone and tablet


Primary device

75%

Secondary device

50% 40%

Jumpstart finds that mobile traffic spikes during the weekends and desktop

and laptop traffic is highest during the weekdays—suggesting many

shoppers are visiting auto sites while at work

37% of mobile shoppers are looking up vehicle information while shopping your lot


Tip: Smartphone screens are small, so if you want to show up on the

search results page when a customer is ready to buy, make sure your ads

show up in the top two placements – or “mainline.”

57% 36% 20% 37% 8% 42% 12% 9%

Locating a dealership

using an automatic

website

Looking up vehicle

information while at a

dealership or on a lot

Requesting a quote for a

vehicle on an automatic

website

Actions shoppers are taking by device

Source: eMarketer, Auto Industry Braces for Major Shifts in Search Marketing, April 2013

Search is the #2 most influential digital tactic

“Search is almost always the best performer in the media plan and always drives strong results [for auto clients].” Reprise Media

1. eMarketer, The US Automotive Industry 2014, May 2014

2. Internet Retailer, Car shoppers now kick tires via the web, January 13, 2014

Volkswagen of America says that , “Search is one of the key drivers for leads.”

64% of new vehicle buyers use a search engine to look for information

Source: eMarketer, Auto Industry Braces for Major Shifts in Search Marketing, April 2013

Search is the #1 resource for the “digital driver” according to Kenshoo

Source: Kenshoo Autos Infographic, Industry Spotlight, 2014

Connect to your audience with theBing Network

Did you know that nearly 30% of all US searches occur on the Bing Network?

Source: comScore Explicit Core Search (custom), March 2014

131119

100

0

20

40

60

80

100

120

140

BING NETWORK GOOGLE AVERAGE INTERNET

Buying Power Index

Bing Network searchers spend more

United States

1. The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S.

2. comScore Explicit Core Search (custom), March 2014.

Source: comScore Explicit Core Search (custom), March 2014.

Automotive Searchers Not Reached on Google

Automotive Searchers Not Reached on GoogleAutomotive Searchers Not Reached on Google of all Automotive Paid

ClicksTotal Automotive Searches

Automotive Searchers Not Reached on Google

So what does that mean for your business?

Each month you can reach:

more likely to have searched online for new and leased vehicle information

Compared to Google over the last six months, the Bing Network audience is:

Source: comScore Explicit Core Search (custom), March 2014.

Our searchers are more likely to be in the market and searching for a vehicle online

21% more likely to be “very likely” to buy a hybrid vehicle

98% more likely to plan to buy a large luxury vehicle

76% more likely to plan to buy a compact pickup

What terms are shoppers searching for this summer?

Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets

Compared to Google, the Bing Network Audience is more likely to Own Porsche, Audi, or Volvo 1

21% of auto shoppers are considering a luxury brand for their next purchase 2

1. comScore Explicit Core Search (custom), August 2013.




The Bing audience is 27% more likely to own other domestic makes/models compared to Google. 1

Millennials are now considering domestic brands more than any other make 2

Compared to Google, the Bing Network Audience is more likely to own Asian makes/models.1

Affluents and Enthusiasts consider Asian models first 2

Hyundai Mazda Nissan



Drive profitability with Bing Ads

Cost-per-click has remained steady or declined year-over-year

Branded v. non-branded cost-per-click

Brand Non-Brand


Steady cost-per-clicks help improve your bottom line

Cost-per-click trend Auto v. Dealerships

Autos Dealerships


Especially as click-through rates are increasing on the Bing Network

Click-through-rate trends Autos v. Dealerships

Autos Dealerships


Strong click-through rates across desktop and tablet uncover opportunities

4.40%

3.53%

2.11%

1.04%

6.72%

5.99%

AUTOS DEALERSHIPS

Mainline click-through-rates by device

Autos v. DealershipsPC Mobile Tablet


Identify opportunities for performance in your designated market area


2.09%0.65% 3.07%2.36%

5.69%

6.71%

2.32%

1.58%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%

Co

nvers

ion

Eff

icie

ncy

% Clicks

New York, NY

Chicago, IL

Seattle, WA

Dallas, TX

San Francisco, CAAtlanta, GA

Auto Clicks vs. ConversionsLos Angeles, CA

Austin, TX

Rev up your performance with ad formats

Drive even better performance with Ad Extensions

Source: Microsoft internal data, May 2013. Performance study based upon beta testing

data on Bing O&O only and is not a guarantee of performance. Increase in clicks is

dependent upon a seasonality and advertiser vehicle.

Sitelink Extensions

Improve click-through

rate (CTR) and

conversions by

providing direct

access to site content

and purchase pages.

13%

lift in click-through-rates

Location Extensions

Drive more in-store

conversions with store

locator, click-to-call,

merchant ratings, and

click-to-direction.

20%


Call Extensions

Connect

customers quickly

to your direct

sales teams with

tap to call.

10%


Location TargetingFor dealerships, Location Targeting is critical to help you target customers near your business

• Apply targeting at the country, state, DMA or postcode level (methods vary by market).

• Show your ads exclusively to specific locations and/or boost your bidding on specific locations with an incremental bidding strategy.

• Advanced location targeting options:

˗ Show ads to people in, searching for, or viewing pages about your targeted location or,

˗ Show ads to people in your targeted location

Create a strong brand presence and dominate search results with Rich Ads

Create richer, more relevant ads that improve the value of your brand and other targeted keywords.

Establish searcher trust and reinforce brand identity with visual elements.

Exclusive mainline presence ensures you get the best visibility for your brand.

Increase your ads visibility by doubling the size of your mainline ads.

In a case study conducted by Search Engine Journal, click-through-rates increased 6x with Rich Ads.

Spring and Summer are key automotive buying seasons

Search is the #2 digital advertising tactic for automotive leads

We’re helping you zoom ahead of your competition

Connect to 10 Million automotive searchers per month not reached on Google

It’s quick and easy to import your Google

AdWords campaigns directly into Bing Ads

with just a few clicks.

Learn how to import your campaigns

Already advertising onGoogle AdWords?

We’re here to help

˗ Visit our Bing Ads Industry Insights portal where you can find more automotive resources.

˗ Get started at 1-800-518-5689 or bingads/getstarted.

˗ Engage with us through our social channels

@bingads linkedIn.com/company/bing-ads

facebook.com/bingads

blog.bingads.com

instagram.com/bingads

slideshare.net/bingads

http://advertise.bingads.microsoft.com/en-us/cl/5024/autos-insights

https://twitter.com/BingAds



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http://www.linkedin.com/company/bing-ads

https://www.facebook.com/BingAds



http://advertise.bingads.microsoft.com/en-us/blogpost/128957/bing-ads-blog/three-key-tips-for-romancing-valentines-day-shoppers

http://advertise.bingads.microsoft.com/en-us/blogpost/128957/bing-ads-blog/three-key-tips-for-romancing-valentines-day-shoppers

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Windows, and other product names are or may be registered

trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and

represents the current view of Microsoft Corporation as of the

date of this presentation.

Because Microsoft must respond to changing market conditions, it should not

be interpreted as a commitment on the part of Microsoft, and Microsoft cannot

guarantee the accuracy of any information provided after the date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

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Drive summer automotive sales - Microsoft · Location Targeting For dealerships, Location Targeting...

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