drive summer automobile sales with bing ads key consumer insights

Drive summerSales and digital insights for the automotive industry

automotive sales

In 2014 eMarketer predicts automotiveonline ad spending to reach $6.15B, up18% from last year.1

1. eMarketer, The US Automotive Industry 2014, May 20142. 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

6.24MVehicles sold

6.74M Vehicles sold

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

AprilMayJuneJulyAugust

Light trucks and luxury vehicles are seeing gains in 2014

Compared to Google, over the last six months the Bing Network audience was 76% more likely to buy a compact truck.

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

Our suite of Ad Extensions can help your ads get noticed by driving leads to your business through calls, website visits, or directly to your dealership.

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

Cheri Rudolph

Use sentence cap rather than capping every word in headlines.

Car shoppers start with a set of potential brands and methodically reduce that number to makea purchase

Automotive purchase

journey funnel

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 newUp to $25k

Up to $45k

40% 81%

Buying usedUp to $15k

Up to $25k

44% 82%

1. eMarketer, 2014 Auto Financing Outlook, February 20142. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013

Enthusiasts2

1) Safety & Reliability2) Size/Body Style3) Price, Financing

and Special Offers

Millennials2 1) Size/Body Style2) Safety &

Reliability3) 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


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

1. eMarketer, The US Automotive Industry 2014, May 20142. 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.” 2

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


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

92M

10% share1

2.0B MONTHLY SEARCHES1

UNIQUE SEARCHERS1 104M

19% share1


UNIQUE SEARCHERS1 153M

29% share2


UNIQUE SEARCHERS2

Cheri Rudolph

we can no longer use the YBN logo, please replace with text of Bing Network. Also I think your stats need updating.

BING NETWORK GOOGLE AVERAGE INTERNET0

20

40

60

80

100

120

140

131 119 100

Buying Power IndexUnique searchers on the Bing Network1:˗ spend 31% more

online than the average Internet searcher, and–

˗ spend 9.8% more online than Google searchers.2

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.

10MAutomotive Searchers Not Reached on Google



31% of all Automotive Paid Clicks

120M Total Automotive Searches


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 2013.2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 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

Dec-12Dec-

12Jan

-13Jan

-13Feb

-13Feb

-13Mar-

13Mar-

13Apr-

13Apr-

13

May-13

May-13Jun

-13Jun

-13Jul-13Jul-

13Aug

-13Aug

-13Se

p-13Se

p-13Oct-

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13Nov-

13Nov-

13Dec-

13Dec-

13Jan

-14Jan

-14Feb

-14Feb

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14

Branded v. non-branded cost-per-click

Brand Non-Brand


Steady cost-per-clicks help improve your bottom line

Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14

Cost-per-click trend Auto v. Dealerships

Autos Dealerships


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

Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14

Click-through-rate trends Autos v. Deal-erships

Autos Dealerships


Strong click-through rates across desktop and tablet uncover opportunities

Autos Dealerships

4.40%

3.53%

2.11%

1.04%

6.72%5.99%

Mainline click-through-rates by deviceAutos v. Dealerships

PC Mobile Tablet


Identify opportunities for performance in your designated market area


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

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

2.09%[BUBBLE SIZE]

% Clicks

Conv

ersio

n Effi

cienc

y

New York, NY

Chicago, IL

Seattle, WA

Dallas, TX

San Francisco, CA

Atlanta, GA

Auto Clicks vs. Conversions Los 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.


Call Extensions

Connect customers quickly to your direct sales teams with tap to call.


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 competitionConnect 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

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


https://www.facebook.com/BingAds


http://advertise.bingads.microsoft.com/en-us/blog

http://advertise.bingads.microsoft.com/en-us/blog

http://instagram.com/bingads

http://www.slideshare.net/bingads



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