search engine marketing for internet sales managers at car dealerships
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Search Engine Marketing for Internet Sales ManagersSearch Engine Marketing for Internet Sales Managers
Internet Marketing Strategies should account for 4 key areas that are required in order to yield salesInternet Marketing Strategies should account for 4 key areas that are required in order to yield sales
1. Before prospects get to your web sites… How do we attract?1. Before prospects get to your web sites… How do we attract?
2. After prospects get to your web sites… getting an inquiry2. After prospects get to your web sites… getting an inquiry
3. After prospects submit an inquiry, before they get to store
3. After prospects submit an inquiry, before they get to store
4. After prospects arrive at the store, but before taking delivery4. After prospects arrive at the store, but before taking delivery
Types of Online Advertsing:1. Pay for Placement by Time (monthly fee)
2. Pay per Click (PPC or CPC)
3. Pay per Thousand Impressions (CPM)
4. Pay per Conversion (Leads and/or Calls Generated)
How to Get it Done:1. Self Managed – Do It Yourself
2. Interactive Advertising Agencies ($$$)
3. Search Engine Marketing Services Providers (15%+fees)
4. Dealer Advertising Cooperative Associations
Key Factor:Key Factor: Placement and “Cost Per Impression” advantages inherent with Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accountsthe use of multiple vendors and multiple dealer-managed SEM accounts
What types of online advertising campaigns can you use to drive traffic to your web sites?What types of online advertising campaigns can you use to drive traffic to your web sites?
We chose Search Engine Marketing as one of our key tactics for generating web site traffic in August, 2005 We chose Search Engine Marketing as one of our key tactics for generating web site traffic in August, 2005
This presentation will focus on Google based SEMThis presentation will focus on Google based SEM
Courtesy Chevrolet decided to use Google “Sponsored Link” ads and Google’s network of web sites that accept display ads to drive car buyers to our sites… August, 2005.
Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at the moment when they're looking for a new or used car. Using both text based sponsored links and display ads, the Google Network reaches more than 80% of online car buyers.* We create our ads, then use either key search words or select web sites to target which people see the ads. For key search words, we pay when shoppers click through to one of our sites. For display ads we bid what we are willing to pay per thousand impressions for each of the third party web sites we target…
Courtesy Chevrolet Lead Volume - January 2005 to July 2006
20801884
21711861
2097
2697
2268
2735
3346
4178
2874
3338
46624362
5267 53625228
57675929
0
1000
2000
3000
4000
5000
6000
7000
Search Engine Marketing became a key component of our successful strategy for increasing lead volumes Search Engine Marketing became a key component of our successful strategy for increasing lead volumes
Increased sales from Online Advertising that captured leads using a combination of deep links, dedicated landing pages and specially constructed micro-sites tied to SEM campaigns…
Courtesy Chevrolet eBusiness Sales: January 2005 - July 2006
74 7966
90 81 80 86 80
110
224 223
283265
225
335313
298 301
335
0
50
100
150
200
250
300
350
400
Conventional InternetConventional InternetSales Strategy (no SEM)Sales Strategy (no SEM)
Conventional InternetConventional InternetSales Strategy (no SEM)Sales Strategy (no SEM)
SEM Campaigns Implemented
SEM Campaigns Implemented
SEM Campaigns Implemented
SEM Campaigns Implemented
We used Search Engine Marketing to increase leads that contributed towards dramatic sales increasesWe used Search Engine Marketing to increase leads that contributed towards dramatic sales increases
Courtesy Chevrolet 2006 Lead Volume by Marketing Source Category
Third Party Sourced Leads26,09543%
GM Provided Leads1,9973%
SEM/SEO Generated Leads
14,79224%CRM & BDC Recycled
Leads18,73830%
Courtesy Chevy eBusiness Teams received 61,642 Leads in Courtesy Chevy eBusiness Teams received 61,642 Leads in 2006 that were tracked within our BuzzTrak CRM System2006 that were tracked within our BuzzTrak CRM System
In 2006 SEM became an integral part of our strategy for increasing Lead Volume AND Showroom Traffic In 2006 SEM became an integral part of our strategy for increasing Lead Volume AND Showroom Traffic
2006 eBusiness Sales Volume by Marketing Source Category
Third Party Sourced Leads98925%
GM Provided Leads2496%
SEM/SEO Generated
1,075(27%)
CRM & BDC Recycled Web Generated Leads
1,69542%
4,008 eBusiness Department Sales of New & Used Vehicles in 2006 4,008 eBusiness Department Sales of New & Used Vehicles in 2006 Segmented by Marketing Category Segmented by Marketing Category (Total Store Sales >11,000)(Total Store Sales >11,000)
In 2006 SEM become a key component of growing our Internet and BDC Sales Volume by over 100%In 2006 SEM become a key component of growing our Internet and BDC Sales Volume by over 100%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000Courtesy Chevrolet Monthly Web Traffic; Nov. 2005 through Jan. 2007
BZ Results site Cobalt GM PowerShift Site Reynolds Spanish Site SEO/SEM Driven Micro-Sites
AZ Central-Chevy Site ClickMotive SEM Sites Other Sites
Courtesy Chevrolet’s aggressive SEM campaigns have Courtesy Chevrolet’s aggressive SEM campaigns have provided the Dealership with provided the Dealership with Lower CostLower Cost web site traffic web site traffic
In Q1 2007, SEM has become our primary means of generating steadily increasing Unique Site Visitors In Q1 2007, SEM has become our primary means of generating steadily increasing Unique Site Visitors
Sales/Lead Closing Ratios ranged from 5.15% to 16.64% Sales/Lead Closing Ratios ranged from 5.15% to 16.64% when segmented into categories based on Marketing Typewhen segmented into categories based on Marketing Type
11.76%
5.15%
16.64%
9.93%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
SEM/SEO GeneratedLeads
Third Party SourcedLeads
GM Provided Leads CRM & Non-WebGenerated Leads
SEM/SEO Generated Leads 14,792 591 8,252 5,652 38% 1,075 11.76%Third Party Sourced Leads 26,095 1,339 17,838 6,909 26% 989 5.15%
GM Provided Leads 1,997 55 1,316 501 25% 249 16.64%CRM & Non-Web Generated Leads 18,738 1,997 15,065 1,665 9% 1,695 9.93%
Totals 61,642 3983 42471 14746 24% 4008 8.55%Monthly Averages for 2006 5,137 332 3,539 1,229 24% 334 8.55%
Lead SourceTotal Leads
Working Completed Sold LeadsInvalid Leads
Growing Internet Sales using Increased Quantities of Leads will Result in Closing Ratio VariationsGrowing Internet Sales using Increased Quantities of Leads will Result in Closing Ratio Variations
• 33,257,65733,257,657 Car Shopper Car Shopper Impressions GeneratedImpressions Generated
• 29,52829,528 Car Shopper Visits Car Shopper Visits to Courtesy Chevrolet web to Courtesy Chevrolet web sites, landing pages and sites, landing pages and micro sitesmicro sites
• 2,2482,248 Electronic Leads and Electronic Leads and Phone Calls GeneratedPhone Calls Generated
• 174174 Vehicles Sold Vehicles Sold
• $71,801.30$71,801.30 was invested was invested with Google AdWords & with Google AdWords & Google Display Ad NetworkGoogle Display Ad Network
• $2.16$2.16 Cost per Thousand Cost per Thousand Car Shopper ImpressionsCar Shopper Impressions
• $2.43$2.43 Cost per Car Shopper Cost per Car Shopper that clicked-through to a that clicked-through to a Courtesy Chevrolet siteCourtesy Chevrolet site
• $31.94$31.94 Average Cost per Average Cost per Lead GeneratedLead Generated
• $412.65$412.65 Average Cost Per Average Cost Per Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*
CASE EXAMPLE: Courtesy Chevrolet in-house Google CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006:AdWords Campaigns From 12/1/2005 through 3/31/2006:
NOTE:NOTE: This does not include BZ, ClickMotive, BDC This does not include BZ, ClickMotive, BDC AdWords account or Jumpstart SEM campaignsAdWords account or Jumpstart SEM campaigns*$620.55 = Courtesy Chevrolet Advertising PVR 2005*$620.55 = Courtesy Chevrolet Advertising PVR 2005
Internet Sales Managers should isolate specific SEM campaigns and calculate KPI’s to evaluateInternet Sales Managers should isolate specific SEM campaigns and calculate KPI’s to evaluate
Search Engine Marketing allows Internet Sales Professionals to use search for generating trafficSearch Engine Marketing allows Internet Sales Professionals to use search for generating traffic
Search Engine Marketing allows Internet Sales Professionals to target web sites for ad placementSearch Engine Marketing allows Internet Sales Professionals to target web sites for ad placement
Search Engine Marketing allows PPC ads to be placed on Content Network sites based on ad textSearch Engine Marketing allows PPC ads to be placed on Content Network sites based on ad text
What is Pay-Per-Click Advertising (PPC)? Why would PPC be of use to Internet Sales Managers?What is Pay-Per-Click Advertising (PPC)? Why would PPC be of use to Internet Sales Managers?
Pay for ads only when prospects click through to your destination URLBenefits:
• Control• Feedback• Relevancy• Measurable Results
Keyword-Based Advertising: matches a visitor’s intentions with advertisements targeted specifically to their needs.
What is the “Google Network”What is the “Google Network”
A Few Google Search Network Members:
• AOL
• Ask.com
• AT&T Worldnet
• CompuServe
• Shopping.com
• Netscape NetCenter
A Few Google Content Network Members:• About.com• Lycos• InfoSpace• HowStuffWorks• Food Network• NYTimes.com• MotorTrend.com • Autotrader.com• CarandDriver.com• Autobytel.com
Google shares AdWords revenue with web sites that allocate space for Google-placed ads
What is “Google AdWords”What is “Google AdWords”
Basic Terminology
• Ad Position
• Clickthrough Rate (CTR)
• Conversion Rate
• Impression
• Keyword
• Landing Page
• Quality Score
Google AdWords allows any Internet Manager with a credit card to manage SEM campaigns
Optimize Your Campaigns and Ad Groups for higher Quality Scores…
““Quality Score” is the basis for measuring the quality Quality Score” is the basis for measuring the quality of your keyword and determining your minimum bid.of your keyword and determining your minimum bid.
What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?
Quality Score is determined by:
• CTR (Clickthrough Rate)
• Relevance of ad text
• Historical keyword performance
• Content and layout of your landing page
• Other relevancy factors
The higher your Quality Score, The higher your Quality Score, the lower your minimum bid and the lower your minimum bid and price you'll pay per click.price you'll pay per click.
What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?
Quality Score is determined by:
• CTR (Clickthrough Rate)
• Relevance of ad text
• Historical keyword performance
• Content and layout of your landing page
• Other relevancy factors
Quality Score is the basis for measuring the quality of your keyword and determining your minimum bidQuality Score is the basis for measuring the quality of your keyword and determining your minimum bid
Steps To Increasing SEM Quality Score*:Steps To Increasing SEM Quality Score*:
1. Review Keywords
• Inactive for search
• Adding negatives and relevant keywords
2. Review and Improve Ad Text
3. Create New, Focused Ad Groups
4. Review Landing Pages
5. Landing Page Optimization (In a Nutshell):
• Provide relevant and substantial content
• Treat a user’s personal information responsibly
• Develop an easily navigable site
*Beware the “Agency Conundrum” when using an SEM services provider! *Beware the “Agency Conundrum” when using an SEM services provider!
ISM’s that administer their own SEM accounts have access to key words OR site targeted campaignsISM’s that administer their own SEM accounts have access to key words OR site targeted campaigns
Google AdWords supplies very useful applications for generating and managing key words…Google AdWords supplies very useful applications for generating and managing key words…
Google AdWords supplies very useful applications for generating and managing key words…Google AdWords supplies very useful applications for generating and managing key words…
Originally designed to extract key words from YOUR web site, the Site-Related Keywords online application from Google can be used to acquire a list of Keywords from web sites other than your own, such as 3rd Party Lead Providers, Car Companies and competitors.
Originally designed to extract key words from YOUR web site, the Site-Related Keywords online application from Google can be used to acquire a list of Keywords from web sites other than your own, such as 3rd Party Lead Providers, Car Companies and competitors.
After you have added Keywords to the list on the right, Save to Ad Group puts them in play… Maybe!After you have added Keywords to the list on the right, Save to Ad Group puts them in play… Maybe!
After you save your selected Keywords to include in your Ad Group, its Summary shows the resultsAfter you save your selected Keywords to include in your Ad Group, its Summary shows the results
Keywords that are Inactive can be selected for individual management separate from the othersKeywords that are Inactive can be selected for individual management separate from the others
After selecting the individual keywords to manage, you can change bids, position request and URL’sAfter selecting the individual keywords to manage, you can change bids, position request and URL’s
After completing Keyword Edits, we are back at the Key Words tab where we see the words activatedAfter completing Keyword Edits, we are back at the Key Words tab where we see the words activated
AdWords offers a variety of online ad formats. To access, opt into the Google Network.AdWords offers a variety of online ad formats. To access, opt into the Google Network.
AdWords offers a variety of online ad formats. Image Ads provide ISM’s with campaign flexibility.AdWords offers a variety of online ad formats. Image Ads provide ISM’s with campaign flexibility.
• Appear on some sites in Google Network
• Matched to keywords and/or page content
• Can run on content sites in both keyword targeted and site targeted campaigns
AdWords offers Video and Flash Ads to provide Content & Targeted Site campaign flexibilityAdWords offers Video and Flash Ads to provide Content & Targeted Site campaign flexibility
• Flash is a plug-in that allows animation, used by car companies on automotive web sites
• Allowed for all AdWords advertisers
• Content and Targeted Site Placement is same as image ads
• Must follow Google editorial guidelines
• Video Ads first appear as static image. Once clicked, (image or play button) plays within ad space.
• Clicking URL or on ad while playing will link to the targeted landing page, website or deep link.
AdWords offers Business Listing Ads to provide mapping and dealership locator capabilitiesAdWords offers Business Listing Ads to provide mapping and dealership locator capabilities
Local Business Ads
• Add through Google’s Local Business Center
• Appears in keyword-targeted campaigns opted into search network
What is CPM Bidding? AdWords offers CPM based targeted web site Ads available on a bid basis…What is CPM Bidding? AdWords offers CPM based targeted web site Ads available on a bid basis…
CPM Bidding (cost per thousand impressions)
Set the maximum amount you’re willing to pay for 1,000 ad impressions. An impression is counted when a Web page serves an ad, clicked on or not.
How Does Google Compare CPC and CPM Ads?
• Effective CPM (eCPM) for keyword-targeted ads
• Considers CPC, CTR, and relevance factors across 1,000 impressions
• Result = eCPM
• eCPMs compared to each other and max CPM of competing ads
• Highest ranking ad wins
What is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteriaWhat is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteria
Site Targeting• Advertisers choose individual sites in content network • CPM (cost per thousand impressions) model• Minimum bid: 25 cents• Find sites by category, topic or demographics
What is Site Targeting? AdWords provides you with the ability to select sites based on topics…What is Site Targeting? AdWords provides you with the ability to select sites based on topics…
What is Site Targeting? AdWords allows you to enter a desired URL, and shows all similar sitesWhat is Site Targeting? AdWords allows you to enter a desired URL, and shows all similar sites
What is Site Targeting? AdWords allows you to select sites based on visitor demographicsWhat is Site Targeting? AdWords allows you to select sites based on visitor demographics
What is Site Targeting? AdWords offers CPM based targeted web site Ads available on a bid basis…What is Site Targeting? AdWords offers CPM based targeted web site Ads available on a bid basis…
Bidding Strategies
• How Do I Know What My Competitors Are Bidding?
• Bidding Wars
• Decide what a keyword and an ad position is truly worth to your store
• Test, tweak ads to improve position
Ad Scheduling (Dayparting)
By default ads run 24 hours a day.
Ad scheduling allows campaigns to run during certain hours or days.
Bidding Strategies and Ad Scheduling are not available when outsourcing to most SEM providersBidding Strategies and Ad Scheduling are not available when outsourcing to most SEM providers
1. Daily budget too low
2. Keyword deleted or inactive
3. Ad is disapproved
4. IP unknown or outside target area
5. Ad not on first page
6. Browser page not refreshing
7. The max CPC higher than daily budget
8. Missing ad text or keywords
9. Campaign has ended
10. Campaign/Ad Group paused or deleted
11. Missing credit card information
Why Can’t I See My Ad?Why Can’t I See My Ad?Why Can’t I See My Ad?Why Can’t I See My Ad?
Ad Preview Tool:
http://www.google.com/adpreview
How Can I See My Ad?How Can I See My Ad?How Can I See My Ad?How Can I See My Ad?
ISM’s that administer their own Google AdWords account can access more data than if outsourcedISM’s that administer their own Google AdWords account can access more data than if outsourced
REPORT: 2006 Campaign ReportACCOUNT: Courtesy ChevroletDATE RANGE: 01/01/06 - 12/31/06Campaign Impressions Clicks CTR CPM Cost CPCCourtesy Original Ad Campaign - PHX+TUC 6,222,052 5,148 0.08% $2.10 $13,096.06 $2.54GM PowerShift URL's - 50 Miles PHX 1,114,669 3,904 0.35% $6.71 $7,476.44 $1.92National Search - Courtesy Chevrolet 1,039,556 4,170 0.40% $8.66 $9,006.42 $2.16Model-Specific Micro Sites - AZ 7,090,048 12,103 0.17% $2.70 $19,131.85 $1.58Tucson Targeted Key Words 3,375,365 2,763 0.08% $1.82 $6,155.98 $2.23Free Gas & Oil Offers - PHX 2,059,302 486 0.02% $0.93 $1,923.72 $3.96Site Designated Display Ads - PHX 2,186,088 1,788 0.08% $3.72 $8,123.53 $4.54Life Beyond Seminars 388,382 499 0.13% $10.49 $4,072.60 $8.16Banner & Image Display Ads - PHX 5,819,385 3,788 0.07% $2.10 $12,197.28 $3.22Used Car Ad Groups - PHX 3,434,767 9,110 0.27% $4.46 $15,316.82 $1.68Chevy Price Quote Display Ad - PHX 7,274,574 6,209 0.09% $1.99 $14,447.84 $2.33See What Courtesy Can Do For You - PHX 657,037 776 0.12% $2.44 $1,601.32 $2.06New Chevy Pricing - PHX 5,834,815 5,908 0.10% $1.99 $11,605.18 $1.96Secondary Finance Prospects - PHX 2,049,256 6,347 0.31% $1.49 $3,052.28 $0.48National Search Sponsored Links 14,330,816 18,171 0.13% $1.07 $15,317.41 $0.84Chevy CSI Leadership - PHX+100 miles 677,548 227 0.03% $0.73 $493.49 $2.17Competetive CSI Showcase - PHX + 150 miles 316,307 206 0.07% $1.77 $559.96 $2.72Chevrolet Model Specific - PHX 6,230,255 16,268 0.26% $5.00 $31,124.75 $1.91Display Ads by Site - PHX 5,947,933 3,100 0.05% $1.58 $9,414.78 $3.04Chevy Dealer Conquest - PHX 4,729,952 11,807 0.25% $4.63 $21,907.55 $1.86AAR GM Co-op Display - PHX 1,225,493 254 0.02% $2.53 $3,101.24 $12.212007 Chevy Tahoe - PHX+TUC 2,290,540 3,407 0.15% $2.24 $5,122.20 $1.50Chevy Price Quotes - All AZ 2,000,710 2,939 0.15% $3.09 $6,186.94 $2.11Video Dispay Ads by Site - PHX+TUC 108,862 55 0.05% $6.90 $751.17 $13.66Fresh Start 225 4 1.78% $18.49 $4.16 $1.04Totals and Overall Averages: 86,403,937 119,437 0.14% $2.56 $221,190.95 $1.85
REPORT: Courtesy Chevrolet's Primary Google Account Campaign ReportACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
CampaignCampaign
Status Impressions Clicks CTRAvgCPC
AvgCPM Cost
AvgPosition
2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4
AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1
Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1
Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8
Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3
Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1
Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2
Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7
Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1
Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2
GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9
National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9
National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3
New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8
Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1
See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7
Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1
Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7
Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6
Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1
Internet Sales Managers must understand the analytics in order to judge SEM resultsInternet Sales Managers must understand the analytics in order to judge SEM results
Courtesy Chevrolet reviews eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and sales.
BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40%
3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06%
Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63%
Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61%
GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06%
Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22%
Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27%
Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64%
BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51%
Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53%
Grand Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%
Internet Sales Managers need to closely monitor where SEM results are showing up as salesInternet Sales Managers need to closely monitor where SEM results are showing up as sales
Every dealership should have a Google AdWords account so that the capability exists in the storeEvery dealership should have a Google AdWords account so that the capability exists in the store
adwords.google.com
https://adwords.google.com/select/Login
The Google AdWords team supplies a remarkable amount of training and guidance at no chargeThe Google AdWords team supplies a remarkable amount of training and guidance at no charge
Even if you decide to outsource your SEM advertising budget, it is Even if you decide to outsource your SEM advertising budget, it is important to understand how keyword and site targeted campaigns workimportant to understand how keyword and site targeted campaigns work
When SEM service providers make claims of “Millions” of Key Words… They are full of BS!When SEM service providers make claims of “Millions” of Key Words… They are full of BS!
We were unable to process your request to add and/or edit your keywords. Adding these keywords would increase your account's total number of keywords beyond a manageable amount. Please add either fewer keywords or reduce the number of existing keywords in your account. Refining your keyword lists ensures your keywords are as targeted and relevant as possible. Use our Find and Edit Keywords Tool to identify poor performing keywords within your account (such as keywords with few or zero impressions) and delete them. Note: Be careful when deleting keywords in campaigns that are only opted in to the content network. Impressions and other statistics aren't attributed to individual keywords when ads show on content pages, but are attributed to the ad group as a whole. Therefore, keywords in content-only campaigns will always show zero impressions.
Search Marketing Site NetworkAs the multiple web sites, mico-sites and landing pages were being created, and linked to each other the entire implementation began to take on a network appearance and characteristics.
SEM & PromoSEM & PromoLanding PagesLanding PagesSEM & PromoSEM & Promo
Landing PagesLanding PagesPrimary Web SitesPrimary Web Sites
Full-Featured w/InventoryFull-Featured w/InventoryPrimary Web SitesPrimary Web Sites
Full-Featured w/InventoryFull-Featured w/InventoryCampaign Specific Campaign Specific Micro Web SitesMicro Web Sites
Campaign Specific Campaign Specific Micro Web SitesMicro Web Sites
Get aGet aYear WorthYear WorthOf Free GasOf Free Gas
Get aGet aYear WorthYear WorthOf Free GasOf Free Gas
free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years
free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years
HouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.com 2007Tahoe.com2007Tahoe.com2007Tahoe.com2007Tahoe.com
CourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.com
PHXChevrolet.comPHXChevrolet.comPHXChevrolet.comPHXChevrolet.com
LatinoChevy.comLatinoChevy.comLatinoChevy.comLatinoChevy.com
SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links
CourtesyFleet.comCourtesyFleet.comCourtesyFleet.comCourtesyFleet.com
WeBuyChevys.comWeBuyChevys.comWeBuyChevys.comWeBuyChevys.com
GMAC-AZ.comGMAC-AZ.comGMAC-AZ.comGMAC-AZ.com
2006Silverado.com2006Silverado.com2006Silverado.com2006Silverado.com
GetaCamaro.comGetaCamaro.comGetaCamaro.comGetaCamaro.com
YouGotGas.comYouGotGas.comYouGotGas.comYouGotGas.com
ChevyPriceQuoteChevyPriceQuoteChevyPriceQuoteChevyPriceQuote
FreeGMoilChangeFreeGMoilChangeFreeGMoilChangeFreeGMoilChange
ChevyPride.comChevyPride.comChevyPride.comChevyPride.com
PHXfinance.comPHXfinance.comPHXfinance.comPHXfinance.com
BK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.com
Within the Search Marketing Network of sites created by Courtesy, 3 distinct channels existWithin the Search Marketing Network of sites created by Courtesy, 3 distinct channels exist
Ad Groups by Ad Groups by Targeted URL’sTargeted URL’sAd Groups by Ad Groups by
Targeted URL’sTargeted URL’s
LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads
LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads
LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads
LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads
LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads
LeadsLeadsLeadsLeads
LeadsLeadsLeadsLeads
LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads
Landing Pages Landing Pages & Micro-Sites& Micro-Sites
Landing Pages Landing Pages & Micro-Sites& Micro-Sites
Key Words or URL Key Words or URL Based Site TargetsBased Site TargetsKey Words or URL Key Words or URL Based Site TargetsBased Site Targets
Bid Amounts & Bid Amounts & Daily LimitsDaily Limits
Bid Amounts & Bid Amounts & Daily LimitsDaily Limits
SEM Campaigns by SEM Campaigns by Targeted SegmentsTargeted SegmentsSEM Campaigns by SEM Campaigns by Targeted SegmentsTargeted Segments
Image Ads & Image Ads & Sponsored LinksSponsored Links
Image Ads & Image Ads & Sponsored LinksSponsored Links
LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads
Creating Search Marketing campaigns requires a funnel approach and measuring each sectionCreating Search Marketing campaigns requires a funnel approach and measuring each section
Google AdWords Campaign Impressions Clicks CTR Avg CPC Avg CPM CostAveragePosition
2007 Chevy Tahoe - AZ 188,160 217 0.10% $1.51 $1.74 $327.95 2.92007 Chevy Tahoe - PHX 145,009 216 0.10% $1.17 $1.75 $253.61 4.1Chevrolet Model Specific - PHX 105,528 283 0.30% $2.26 $6.06 $639.93 2.6Chevy Dealer Conquest - PHX 649,536 1,115 0.20% $1.60 $2.75 $1,784.41 2.9Courtesy Original Ad Campaign - PHX 143,001 117 0.10% $3.46 $2.83 $404.86 2GM PowerShift URL's 69,056 341 0.50% $2.50 $12.35 $852.60 2.8Life Beyond Seminars 384,484 453 0.10% $8.68 $10.23 $3,931.36 1National Search - Courtesy Chevrolet 5,718 88 1.50% $0.87 $13.45 $76.89 3.7National Search Sponsored Links 1,225,734 2,183 0.20% $1.26 $2.25 $2,752.65 4.1See What Courtesy Can Do For You 11,351 14 0.10% $2.65 $3.27 $37.14 4.5Tucson Targeted Key Words 9,669 17 0.20% $2.41 $4.23 $40.93 2.2Totals and Overall Averages: 2,937,246 5,044 0.20% $2.20 $3.78 $11,102.33 3.2
SEM Campaign Accountability
Whether self-directed or managed by a 3Whether self-directed or managed by a 3rdrd Party Supplier, Internet Party Supplier, Internet Managers should insist on reviewing the SEM Campaign Metrics as Managers should insist on reviewing the SEM Campaign Metrics as provided by the search engine as shown below on a monthly basis. provided by the search engine as shown below on a monthly basis. eBusiness Directors and Managers should be reviewing these eBusiness Directors and Managers should be reviewing these metrics daily, weekly and/or monthly and making adjustments.metrics daily, weekly and/or monthly and making adjustments.
SEM Service Providers Courtesy uses multiple SEM services vendors by selecting a
vendor for each type of campaign objective based on its targeted prospects, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare results and cost per lead that each vendor generates, and how they compare with each other…
SEM Campaigns to support traffic to our mainstream primary web site and CourtesyOnBell.com; BZ ResultsGM Certified Internet Dealer site; Self-DirectedSpanish Language site; Self-Directed Google campaignsMicro-Sites & Landing Pages; BZ Results & Fresh Start Studio supply the sites, Courtesy Self-Directs SEM campaigns that drive traffic to FSS sites, BZ manages SEM campaigns that drive traffic to BZ micro-sitesSEM Campaign Optimization & Customized Landing Pages; ClickMotiveSEM Campaign Management, Behavioral Targeted Marketing and SEM based Lead Generation; JumpStart
Micro-Sites & Landing Pages
Courtesy Chevrolet uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site placed Banners, Leaderboards and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s:
NOTE; online ads must be in gif, jpg, png or swf file formats
• Banner Ads; 468 pixels wide x 60 pixels tall• Leaderboard; 728 pixels wide x 90 pixels tall• Inline (box ads); 300 pixels x 250 pixels & 338 x 292• Small Squares; 200 pixels x 200 pixels & 250 x 250• Skyscraper; 120 pixels wide x 600 pixels tall• Wide Skyscraper; 160 pixels wide x 600 pixels tall
www.2007Tahoe.com Micro-Site
Relevant Text based Relevant Text based content is King when it content is King when it comes to SEO rankingcomes to SEO ranking
Relevant Text based Relevant Text based content is King when it content is King when it comes to SEO rankingcomes to SEO ranking S
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Relevant Text based Relevant Text based Hyperlinks reduce Hyperlinks reduce leakage from your SEM leakage from your SEM funnel and point search funnel and point search engine spiders in the engine spiders in the right directionright direction
Relevant Text based Relevant Text based Hyperlinks reduce Hyperlinks reduce leakage from your SEM leakage from your SEM funnel and point search funnel and point search engine spiders in the engine spiders in the right directionright direction
Trust generating and validity Trust generating and validity enhancing icons that are linked to enhancing icons that are linked to lead generating sites add to a lead generating sites add to a micro-site’s productivitymicro-site’s productivity
Trust generating and validity Trust generating and validity enhancing icons that are linked to enhancing icons that are linked to lead generating sites add to a lead generating sites add to a micro-site’s productivitymicro-site’s productivity
““Push to Talk” buttons on ALL Micro-Sites Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest and Landing Pages allow the Hottest Prospects to get immediate gratificationProspects to get immediate gratification
““Push to Talk” buttons on ALL Micro-Sites Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest and Landing Pages allow the Hottest Prospects to get immediate gratificationProspects to get immediate gratification
Relevant Text based Hyperlinks Relevant Text based Hyperlinks leverage and extend your SEM leverage and extend your SEM investment beyond the specific investment beyond the specific targeted Micro-Site or Landing Page. targeted Micro-Site or Landing Page. These links reduce leakage from our These links reduce leakage from our SEM funnel and point search engine SEM funnel and point search engine spiders to our other sites for rankingspiders to our other sites for ranking
Relevant Text based Hyperlinks Relevant Text based Hyperlinks leverage and extend your SEM leverage and extend your SEM investment beyond the specific investment beyond the specific targeted Micro-Site or Landing Page. targeted Micro-Site or Landing Page. These links reduce leakage from our These links reduce leakage from our SEM funnel and point search engine SEM funnel and point search engine spiders to our other sites for rankingspiders to our other sites for ranking
Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads…
Deeplinked Online Ads
Deep Links go to Inventory Pre-Sorts
Online & Offline Advertising Campaigns drive traffic Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized content within full to “Deep Links” into specialized content within full featured web site that is directly relevant to featured web site that is directly relevant to promotion…promotion…
Online & Offline Advertising Campaigns drive traffic Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized content within full to “Deep Links” into specialized content within full featured web site that is directly relevant to featured web site that is directly relevant to promotion…promotion…
Lead Types
Last month Graph
Details
Products Lead
1. financing 53 14.1% 2. hn-makeanoffer 45 12.0% 3. tradein 42 11.2% 4. quote 41 10.9% 5. contact 35 9.3% 6. hn-getaprice 31 8.2% 7. freshstart 29 7.7% 8. hn-tradevalue 28 7.4% 9. hn-financing 17 4.5% 10. service 13 3.5% 11. parts 10 2.7% 12. hn-contactus 8 2.1%
Total 376
HouseOfCourtesy.com Types of Leads Generated
Details
Referring Domains Lead
1. Typed/Bookmarked 166 44.1% 2. google.com 54 14.4% 3. yahoo.com 49 13.0% 4. msn.com 18 4.8% 5. chevrolet-used.com 9 2.4% 6. chevrolet-new.com 8 2.1% 7. aol.com 7 1.9% 8. 2007tahoe.com 7 1.9% 9. chevrolet-usa.com 4 1.1% 10. automart.com 4 1.1% 11. autotrader.com 4 1.1% 12. azcarfinance.com 4 1.1% 13. automotive.com 3 0.8% 14. cox.net 3 0.8% 15. cars.com 3 0.8%
Total 376
Leads Generated by Referring Domains (source)
Lead Forms Viewed by Referring SourceLead Forms Viewed by Referring Source
1. Typed/Bookmarked 715
2. google.com 483
3. yahoo.com 251
4. msn.com 125
5. googlesyndication.com 45
6. chevrolet-new.com 44
7. aol.com 32
8. 2007tahoe.com 31
9. cox.net 30
10. automart.com 19
Web Site Content Popularity – Excludes other sites, micro-sites & landing pagesWeb Site Content Popularity – Excludes other sites, micro-sites & landing pages
Page Page Views
1. Inventory Results Page 60,426 39.0%
2. Inventory Search Page 33,661 21.7%
3. Main (Home Page) 13,897 9.0%
4. Inventory Details Page 13,020 8.4%
5. Search New Inventory 3,926 2.5%
6. Pre-Owned Specials 3,654 2.4%
7. New Specials 3,063 2.0%
8. Pre-Owned Vehicles 2,006 1.3%
9. Specials 1,935 1.2%
10. Search Used Inventory 1,804 1.2%
Total 154,875
Examples of SEM Results with GoogleExamples of SEM Results with Google
• Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy
• Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet
• Organic listings (free) that result from pro-active SEO activities by BZ Results
The next few slides will show actual Search Engine listing results from:
Use SEM to Attract Loyal Chevy CustomersUse SEM to Attract Loyal Chevy Customers
Targeted by State
Targeted by State
Targeted by State
Targeted by State
SEM Vendor SEM Vendor CampaignCampaign
SEM Vendor SEM Vendor CampaignCampaign
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO
Listing of BZ siteListing of BZ site
Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO
Listing of BZ siteListing of BZ site
SEM Vendor SEM Vendor CampaignCampaignSEM Vendor SEM Vendor CampaignCampaign
Courtesy Chevrolet Courtesy Chevrolet “2007Tahoe.com” SEM campaign“2007Tahoe.com” SEM campaign
Courtesy Chevrolet Courtesy Chevrolet “2007Tahoe.com” SEM campaign“2007Tahoe.com” SEM campaign
Courtesy Ad placed Directly with Google
Courtesy Ad placed Directly with Google
Courtesy Ad placed Directly with Google
Courtesy Ad placed Directly with Google
Courtesy SEM Ad placed Courtesy SEM Ad placed Directly with GoogleDirectly with Google
Courtesy SEM Ad placed Courtesy SEM Ad placed Directly with GoogleDirectly with Google
Organic Ranking of
Organic Ranking of
Courtesy Micro-Site (free)
Courtesy Micro-Site (free)
Organic Ranking of
Organic Ranking of
Courtesy Micro-Site (free)
Courtesy Micro-Site (free)
SEM Vendor SEM Vendor CampaignCampaign
SEM Vendor SEM Vendor CampaignCampaign
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign managed house SEM campaign managed on a daily basis by CRM dept.… on a daily basis by CRM dept.… Having multiple and separate Having multiple and separate SEM campaigns allows SEM campaigns allows Courtesy to dominate the Courtesy to dominate the search results, and pay only for search results, and pay only for the one click that usually results the one click that usually results from the search.from the search.
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign managed house SEM campaign managed on a daily basis by CRM dept.… on a daily basis by CRM dept.… Having multiple and separate Having multiple and separate SEM campaigns allows SEM campaigns allows Courtesy to dominate the Courtesy to dominate the search results, and pay only for search results, and pay only for the one click that usually results the one click that usually results from the search.from the search.
Competing Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word Targeting
Dealer Managed
Google Campaign Reporting
Total of Targeted Total of Targeted Prospects that Prospects that
Clicked Through Clicked Through to Landing Pageto Landing Page
Total of Targeted Total of Targeted Prospects that Prospects that
Clicked Through Clicked Through to Landing Pageto Landing Page
Total of Targeted Total of Targeted Prospects that Prospects that
Saw the Online AdSaw the Online Ad
Total of Targeted Total of Targeted Prospects that Prospects that
Saw the Online AdSaw the Online Ad
Cost per Targeted Cost per Targeted Prospect that Prospect that
Clicked on a Key Clicked on a Key Word based AdWord based Ad
Cost per Targeted Cost per Targeted Prospect that Prospect that
Clicked on a Key Clicked on a Key Word based AdWord based Ad
Cost per Prospect Cost per Prospect that Clicked on a that Clicked on a Banner Ad in the Banner Ad in the Google NetworkGoogle Network
Cost per Prospect Cost per Prospect that Clicked on a that Clicked on a Banner Ad in the Banner Ad in the Google NetworkGoogle Network
Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted
3rd Party Web Sites Using the Google Advertising Network
Online Ad Examples
www.PhoenixAtaGlance.com www.PhoenixAtaGlance.com
Use of Deep-Links in Online Advertising
www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application
www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application
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Courtesy Chevrolet SEM Campaign Specific Display and Text Ads that use both Targeted Sites and Key Words to link click throughs to very specific Micro-Sites, Landing Pages and Deep Links
Online SEM Campaign ExamplesOnline SEM Campaign Examples
Thank you for attending SEM for Internet Sales Managers workshop… Go Home & Rock!Thank you for attending SEM for Internet Sales Managers workshop… Go Home & Rock!
• Build you SEM campaigns for strategic cohesiveness with dealership’s general market advertising and integrate with other media for management team “buy-in”
• Clearly defined SEM and Site Targeted advertising budget and commit your management team to sustain that Online Advertising budget for at least 6 months
• Your Lead Management Process (LMP) and the team that executes it must be staffed and trained to convert increased lead volume into increased sales
• Use Deep Links, Landing Pages and Micro-Sites that can be tracked• Avoid sending click-throughs to your dealership’s “home page” where both the
customer and your ability to track results gets lost• Measure all traffic generated, along with phone calls and eLeads received… Use
Referring URL’s like toll free numbers from Who’s Calling, CallBright & Callsource• Review results and online marketing metrics at weekly manager meetings…
Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent and supplement with lead and sales counts as accurate as you are able
• When first starting, give SEM budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on SEM landing pages and deep links into relevant content within your primary sites.
• Check your primary site referring URL’s for Form Views in Omniture Site Catalyst
Key Executables with SEM Campaign Managers:Key Executables with SEM Campaign Managers:
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