Winning The Zero Moment of Truth

Winning The

Zero Moment of Truth The applications and processes

to win the Zero Moment of Truth

Julio Gonzalez

VP of Operations

Speakers

Becky Ross Marketing Manager - KPA

303.228.8753

bross@kpaonline.com

Presenter Moderator

Julio Gonzalez VP Operations

Haystak Digital Marketing

julio@haystak.com

Haystak Digital Marketing

Haystak Digital Marketing is a world leader providing digital marketing

products and services to auto dealers.

Haystak Digital Marketing empowers dealers to create a high return on investment on search, mobile, retargeting and display advertising and track the performance of those campaigns in real time.

Haystak Digital Marketing is a Google Adwords Premier SMB Partner and a Bing Authorized Reseller, enabling dealers to maximize their digital marketing efforts with top search engines.

Media Spend in 2011

0 10 20 30 40 50

Radio

Print

TV

Internet

% Ads Spend

Time Spent

Share of Average Time Spent per Day with Select Media by US Adults vs US Ad Spending Share

Online & The Automotive Purchase Cycle

2.7

32.4

61

87.9

111

143

2006 2007 2008 2009 2010 2011

Monthly Searches in Billions

Source: Search data comScore & Sales data JD Power (6.2 years)

Since the last time today’s average custom purchased a vehicle:

The use of search engines has grown by 5200%. Facebook, the most visited site on the Internet, wasn’t open to the public.

Online Research’s Effect on Dealership Visits

68% 69%

73%

77%

80%

84%

4.1

3.5

3.0

2.4

1.9

1.3

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

60%

65%

70%

75%

80%

85%

90%

95%

100%

Conducted Internet Research Dealerships Visited

Source: JD Power Automotive Internet Roundtable

The Evolution of Dealership Advertising

Newspaper

52%

Radio

14%

Television

15.50%

Direct Mail

6.40%

Internet

4.60%

Other

7.50%

2000 Dealer Ad Spending Newspaper

22%

Radio

16%

Television

20.10%

Direct Mail

9.70%

Internet

23.70%

Other

9.00%

2010 Dealer Ad Spending

Source: NADA

The Zero Moment of Truth

The influence of the online experience is second only to the in-store experience

Source: Shopper Sciences / Zero Moment of Truth

Net Influence of Source

13%

22%

27%

29%

32%

32%

36%

39%

39%

44%

45%

58%

59%

71%

74%

Saw ads on television

Searched online for dealership

Read information at dealership

Searched online

Dealer web site

Manufacturer web site

Read automobile reviews offline

Read automobile reviews online

Talked with friends / family

Searched dealer inventory

Comparison shopped online

Talked with sales person

Requested quote online

Looked at vehicle

Test drove vehicle

Source: Google ThinkAuto 2011

36% of Americans watched the

Super Bowl

The average television spot

reaches 1.5% of Americans

Newspaper

22%

Electronic

36.00%

Direct Mail

9.70%

Internet

23.70%

Other

9.00%

Dealer Ad Spending

Newspaper

10%

Television

20.00%

Direct Mail

10.00% Internet

50.00%

Other

10.00%

Dealer Ad Spending

Where to Start?

Digital Marketing Landscape

Social Media

5% Email Marketing

4%

Mobile Marketing

5%

Display Advertising

32%

Search Marketing

54%

2011 Digital Advertising Spend

Source: Forbes

Search engine marketing accounts for

54% of the digital advertising spend

Search, display and

mobile accounts for 91% of all digital

advertising spend

1. Dealership web site 2. Search engine optimization 3. AutoTrader / Cars.com 4. Desktop search engine marketing 5. Mobile search engine marketing 6. Retargeted display advertising 7. Display advertising 8. Isolated third party leads 9. Social content and advertising

Meat and Potatoes

Internet Usage

Home Page

16%

Used Cars

27%

New Cars

21%

Specials

12%

Other pages

24%

Dealership Web Site Usage

76% of Dealership web site traffic is the home page, used cars, new cars or specials.

All other web pages on dealer web sites account for only 24% of dealership web site traffic.

SEO Site Traffic

Keyword 1

Keyword 2 Keyword 3 Keyword 4

Keyword 5

Keyword 6

1459 Other Keywords

Sample Site Keyword Traffic: 7091 Visits

• 41.9% of SEO traffic comes from one keyword

• 60.9% of SEO traffic comes from the top 6 keywords

• 1459 other keywords make up the remaining traffic

• After the top 6 keywords, the traffic averages 1.9 visits per keyword

Paid Search Site Traffic

Keyword 1

Keyword 2

Keyword 3

Keyword 4

Keyword 5

Keyword 6

403 Keywords

Sample Site Keyword Traffic: 3082 Visits • 9.3% of paid search

traffic comes from one keyword

• 33.3% of paid search traffic comes from the top 6 keywords

• 403 other keywords make up the remaining traffic

• After the top 6 keywords, the traffic averages 5.1 visits per keyword

Use impression share to determine advertising budgets

Achieve maximum impression share before moving to the next medium

Market Share

Mobile

Mobile is the fastest-growing segment of search. • Upwards of 15% of searches are

conducted on mobile devices

• 54% of mobile searchers intend on calling or visiting a local business

Mobile users search differently • 20% fewer characters than the desktop

• Mobile searches show more local intent

Bing

Back up plan

Increase Market Share, traffic

25.9 percent of

searches were powered by Bing

Suitable demographics The average age of Google users is 13 to 34 while that of MSN users is 25 to 54

Your Google account may be giving you good business right now, but it is always smarter to have a backup plan

Presently competition is much lower on Bing resulting in comparatively lower bid prices for most keywords.

Bing and Yahoo takes their combined search share to 25%

Low Saturation

DISPLAY/ RETARGETING

Display Generates Demand

17%

26% 26%

38%

33% 34%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Unaided Brand Recall Likelihood to Visit Site Likelihood to Purchase

Search Only Search & Display

Automotive Purchase Consideration

7%

10%

17%

23%

17%

4% 5%

6%

2% 3%

2%

0% 1%

More

Than 1

Year

7-12

Months

4-6

Months

2-3

Months

1 Month 3 Weeks 2 Weeks 1 Week 4-6 Days 2-3 Days 1 Day 5-8

Hours

0-4

Hours

Source: Google ThinkAuto 2011

57% 1 to 6 months 50% 3 to 12 months

Dealer Web Sites are Part of Consideration

Of consumers who visit the manufacturer web

site visit a dealer web site within 30 minutes 76%

Of consumers who visit a dealership web site have not decided on a make and model 60%

Source: ADP/Cobalt

Vehicle Selection Is Determined Online

9 out of 10 people who visit a dealership have selected a vehicle online

Source: JD Power

Measuring Successful Consideration

CPL (Cost Per Lead)

CPM (Cost Per Thousand)

CPE (Cost Per Engagement)

Path to Conversion & Conversion Attribution

Keyword Set Attribution Index

Manufacturer

Term

Short Tail Model Regional Term Detailed Model Dealer Name Competitive

Dealership

Specific Vehicle

Likelyhood to be First in Path Likelyhood to be Last in Path

Source: Haystak Digital Marketing keyword data research

Focus on different metrics

Focus on different metrics at different stages of the funnel

Attribution and Engagement

Align your budget to influence

Focus on core mediums

Learn the metrics influence

Influence