drive summer automobile sales with bing ads key consumer insights
DESCRIPTION
Summer is a hot time for car shopping, and auto buyers go online for every stage of the purchasing journey. In fact, consumers planning to buy a car are more likely to be influenced by digital marketing than by any other shopper. They'll spend plenty, too — as much as $6.15 billion, up 18 percent from 2013. And, while summer is the key buying season for automobiles, you can expect another sales spike during Super Bowl. Find out more in the latest Bing Ads autos insights presentation. For more Bing Ads digital marketing insights, visit bingads.com/industryinsightsTRANSCRIPT
Drive summerautomotive sales
@bingads,#bingauto
1. eMarketer, The US Automotive Industry 2014, May 2014
2. Internet Retailer, Car shoppers now kick tires via the web, January 13, 2014
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
20142013 YTD 2014 YTD
5% increase
Source: MotorIntelligence, US Market Light Vehicle deliveries, May 2014
2014 U.S. sales increase
Your customers are buying now
April 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
Light trucks and luxury vehicles are seeing gains in 2014
Domestic car sales remained almost flat from last year
Light trucks are up 9.4% from 2013
BMW and Audi have increased 11-12%inline with all luxury cars
Source: MotorIntelligence, US Market Light Vehicle deliveries, May 2014
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
Top 3 factors influencing purchase
Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
#1 Safety and Reliability
#3 Fuel Efficiency
#2 Pricing, Financing, and Special Offers
Source: Hybrid ABC, While TV Gets Auto Ad Dollars; Social Is the
Critical Inflection Point in Purchase Decisions, February 2013
Car shoppers start with a set of potential brandsand methodicallyreduce that number to makea purchase
Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 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
Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
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
Source: Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
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 theYahoo Bing Network
Did you know that nearly 30% of all US searches occur on the Yahoo Bing Network?
1. comScore qSearch Explicit Core Search, March 2014
2. comScore Explicit Core Search (custom), March 2014
Yahoo Bing Network searchers spend more
United States
131 119 100
1. The Yahoo Bing Network includes Microsoft and Yahoo Core Search sites in the U.S.
2. comScore Explicit Core Search (custom), March 2014
Source: comScore qSearch (custom), US, March 2014; industry categories based on comScore classifications
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:
98% more likely to plan to buy a large luxury vehicle
21% more likely to be “very likely” to buy a hybrid vehicle
more likely to have searched online for new and leased vehicle information
76% more likely to plan to buy a compact pickup
Compared to Google over the last six months, the Yahoo Bing Network audience is:
Source: comScore Plan Metrix, US, March 2014, custom measure created using comScore indices and duplication
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 Yahoo 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 Plan Metrix, US, August 2013, custom measure created using comScore indices and duplication
2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
1. comScore Plan Metrix, US, August 2013, custom measure created using comScore indices and duplication
2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
The Yahoo 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 Yahoo Bing Network Audience is more likely to own Asian makes/models.1
Affluents and Enthusiasts consider Asian models first 2
Hyundai Mazda Nissan
1. comScore Plan Metrix, US, August 2013, custom measure created using comScore indices and duplication
2. Jumpstart, What Keeps Today’s Online Auto Shoppers Coming Back: A Look at Brand Loyalty, July 2013
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
Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
Steady cost-per-clicks help improve your bottom line
Cost-per-click trend Auto v. Dealerships
Autos Dealerships
Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
Especially as click-through rates are increasing on the Yahoo Bing Network
Click-through-rate trends Autos v. Dealerships
Autos Dealerships
Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
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
Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
Identify opportunities for performance in your designated market area
Source: Microsoft Internal Data Analysis: 2014, Owned & Operated, US; Mobile includes: Lo Fi Phones and HiFi Phones, but not Tablets
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%
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 Targeting
For 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 yourtargeted location
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
Already advertising onGoogle AdWords?
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
Bing Ads Industry Insights
@bingads linkedIn.com/company/bing-ads
facebook.com/bingads
blog.bingads.com
instagram.com/bingads
slideshare.net/bingads
