Yt For Auto Dealers 103 Final

1

Selling Cars with Google 103:

Search + Display

2

Natural SearchResults generated algorithmically –unbiased and unpaid

Sponsored LinksReach consumers atthe moment they demonstrate interest

Connect With Consumers When They Search

3

Paid Search Increases Captured Clicks

Nielsen ReelResearch discovered that when a brand name appeared in both natural and paid search results, the brand captured 92% of the total clicks.

iCrossing Search Synergy: Natural & Paid Search Symbiosis

53% Lift!

• Only 60% of the available clicks where attracted by the brand through natural search alone

60%

92%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Without Paid Search With Paid Search

Percent of Clicks Captured by Brand Names

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Paid Search: Sample Keyword Opportunity

2008 Cadillac EscaladeNew models are here!

Come for your test drive today!

www.HouseofCourtesy.com

2008 Cadillac EscaladeNew models are here!

Come for your test drive today!


Courtesy Chevrolet PhoenixWe have the Chevrolet you’re looking

for. Great deals, news models.


Courtesy Chevrolet PhoenixWe have the Chevrolet you’re looking

for. Great deals, news models.


Projections listed are just for sample purposes.

CPC = Cost Per Click

General Keywords

• Cars

• New Cars

• Used Cars

• Convertibles

• Car Trade-In

• Car Sale

Specific Keywords

• Cadillac

• Chevrolet

• Cadillac Escalade ESV

• Pontiac G6 Convertible

• Saab 9-2X

Dealer Keywords

• Courtesy Chevrolet

• Courtesy Chevy

• Courtesy dealer Phoenix

The Most New Cars in AZ Find The New Car of Your Dreams.

No.1 Chevy Dealership Around!


The Most New Cars in AZ Find The New Car of Your Dreams.

No.1 Chevy Dealership Around!


Est. Average CPC: $0.75 - $2.02

Est. Clicks / month: 4,560 – 5,920

Est. Position: 1-3

Est. Monthly Spend: $11,900 - $13,800

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22% lift over search alone

Search and Display Ads Are Synergistic

Conversion Rate Comparison of Search, Display, and Combined

Source: Atlas Digital Marketing Insight, “The Combined Impact of Search and Display Advertising – Why Advertisers Should Measure Across Channels,” July 2006, N=1.8 million users / 11 advertisers, as reprinted in Piper Jaffray, “The User Revolution,” Feb 2007.

x

x

x

1

3.3

4

0

1x

2x

3x

4x

Display only Search only Search + Display

6

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Mobile Web results: ‘investing’

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Sky Scraper

Local Business AdVideo Ads

Mobile Ad

Search Ads

Content-Targeted Text Ads

Gadgets

Print, Audio, TV Ads

7

Gadget Ads: Rich, Engaging, Interactive Media

Drive brand engagement through video views

Bring the website to the user

Promote inventory, update continuously

Drive more qualified users

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Largest Global Advertising Network

The Google Network, Worldwide

• Reach over 80% Internet Users

• 4.3 Billion Daily Page-Views

• 705 Million Monthly Visitors

• Thousands of Publishers

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Google’s Content Network: Engage Consumers Wherever They Are

Mass Media Niche Media

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• Ads appear when

the content of a

page fits with

your message

• Text or image ads

• Only pay when ads

are clicked

• Geo-target

Content Network: Reach Car Buyers While They Research

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Cast a Wide Net Cherry Pick

… and optimize by adding and removing sites and adjusting bids

Google’s Content Network & Placement Targeting

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Number of sites: 100+Suggested CPM: $2.72Total Daily Pageviews: 11M

Featured Sites:

Autoblog.com

Speedtv.com

Autospies.com

Nascar.com

Roadfly.com

Mp3car.com

Caraudio.com

Foursprung.com

Seriouswheels.com

Motortopia.com

Placement Targeting Opportunity

Auto Enthusiasts Channel

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CPC Bidding for Placement Targeting: Best Practices

Use CPC placement targeting along with contextually-targeted campaigns

1. Run contextually-targeted campaigns on the content network

(target using keywords or categories)

2. View Placement Performance reports to find high-performing placements

3. Target these placements in a separate campaign


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CPC Bidding for Placement Targeting: Best Practices

Track conversions. When coupled with tools like Google conversion tracking or Google Analytics, CPC bidding makes it easier to manage

your placement-targeted campaigns to your ROI objectives

Conversion Tracking Google Analytics


15

Thank you!

For more information, check out

the next video in our series:

Selling Cars with Google 104

Dealer Advertising Executive Survey

Yt For Auto Dealers 103 Final

Automotive

Transcript of Yt For Auto Dealers 103 Final