CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY As told by: Ivy Esquero / Haider Rafique

CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY

As told by: Ivy Esquero / Haider Rafique

TRANSFORMING FROM THE TRADITIONAL SALES FUNNEL…

AWARENESS01

CONSIDERATION02

PREFERENCE03

ACTION04

LOYALTY05

Ivy Esquero, Global Consumer Insights, Microsoft Advertising

…TO A CONSUMER-CENTRIC JOURNEY

…with digital playing a critical role at each stage

01OPEN TO POSSIBILITY

02DECISION TO

CHANGE

03

EVALUATING

04

SHOPPING

05

EXPERIENCING


CLARITY

CONFUSION UNCERTAINTY

CONFIDENCE

A subconscious idea about cars

An event or shift that prompts action

Establishing facts, setting boundaries

Focusing on “the one”

100% preparation, 0% perspiration

Oh, what a relief!Initial investigations

OPEN TO POSSIBILITY

Current state

DECISION TO CHANGE

Motivation

EVALUATING

Worldview

SHOPPING

The Terrain The Car The Deal Ownership

EXPERIENCING


01 02 03 04 05

Spark interest, fuel ideas, ignite desire


OPEN TO POSSIBILITY: CURRENT STATE

0201 03 04 05

Stay top of mind when life happens


DECISION TO CHANGE: MOTIVATION

Tracy Northcutt

Designer - Add a new icon representing innovation, etc.

03EVALUATING: WORLDVIEW01 04 0502

Direct consumers to the right path


EVALUATING: WORLDVIEWClarity on financing is needed early on


Finance or expense issues

Unsure of need/considering used

Couldn't find the right car

48%

40%

33%

04SHOPPING: THE TERRAIN01 0502 03

Communicate fit and link to trusted sources


EVALUATING: WORLDVIEWConfidence in the right car is needed


Couldn't find the right car

Finance or expense issues

Unsure of need/considering used

40%

38%

36%

0401 0502 03

Arm them with information and inspire confidence


SHOPPING: THE CAR & THE DEAL

EVALUATING: WORLDVIEWOne nice dealer….and everyone else


81% 42%

Dealer I bought from Other dealers I encountered

0501 02 03 04

Link validation and advocacy


EXPERIENCING: OWNERSHIP

EVALUATING: WORLDVIEWValidation is more likely than advocacy


Validation Advocacy

56%

29%

FINDING YOUR NEXT CUSTOMER WITH SEARCH ADVERTISING

Haider Rafique, Vertical Manager, Bing Ads

Today’s DiscussionThe Role of Search Advertising in the Autos Buying Journey

Reaching Today’s Engaged, Connected Audience

Engaging Them with Effective Ads

Your Auto Dealer Advertising Checklist


Search advertising has a significant place in the auto buying journey

CURRENT STATE

MOTIVATION

QUESTIONWHAT’S OUT THERE – AND WHAT’S NEW

ROLESINVESTIGATIO

N & ENRICHMENT

WORLDVIEW

QUESTIONWHICH OF

THSE BRANDS/

MODELS WILL REALLY FIT

ME?

ROLESINVESTIGATIO

N & ENRICHMENT

ELIMINATE

QUESTIONWHICH OF THE BRANDS THAT

FIT ME SHOULD I

PICK?

ROLESINVESTIGATION & ENRICHMENT

COMPARE

QUESTIONWHERE CAN I GET THE BEST DEAL ON THE CAR I WANT?

ROLESENRICHMENT & DISCOVERY

HUNT & DEAL

01 02 03 04 04 04

51% 53%

48%

37%

QUESTIONHOW DO I GET THE MOST OUT

OF MY NEW CAR [& ENSURE

IT WAS THE RIGHT

DECISION]

ROLESENRICHMENT & DISCOVERY

OWNERSHIP

05

39%

THE FIRST TWO STAGES IN THE AUTO BUYING JOURNEY ARE HEAVILY

INFLUENCED BY INDIVIDUAL EXPERIENCE

SO WE FOCUS ON SEARCH IN THE LAST

THREE STAGES.







Consumers are spending 5+ hours each day accessing the internet across a variety of device – at home, at work or on-the-go.

MobileAverage of 59.4 minutes per day spent on mobile (data subscribers)1

917M predicted smartphone sales in 20132

TabletAverage of 20 minutes per day spent on tablets1

172M predicted tablet sales in 20132

PCAverage of 321.6 minutes per day spent on both laptops and PC1

148M predicted desktop PC sales in 20132

Console40.1M predicted Internet enabled video game console sales in 20133

1. Nielsen, “The Cross Platform Report”, Q3 2012—US 2. eMarketer Global Statistics, Smart Connected Device Shipments Worldwide, International Data Corporation (IDC), "Worldwide Quarterly Smart

Connected Device Tracker“, Dec 2012; Global Data 3. Informa Telecoms and Media, “The Future of TV: Strategies for becoming connected, social and in the cloud”, March 29, 2012


Device targeting capabilities

Target devices and operating systems allows optimization of ad creative, landing experience and bids for different devices Serve ads to users based on device or OS Utilize device optimized campaigns and

drive higher ROI


Target ads appear when consumers are searching around a specific geographic

area

Local ads can be targeted within a 5-to-100 mile radius – or a zip code, address, DMA

Enables advertiser to connect with customers and drive foot traffic

Available on PC and mobile

Further refining Radius Targeting

Location targeting with search query intent


Source: Yahoo Bing Network internal data, 2013

1 out of 10Auto queries on the Yahoo Bing Network comes from mobile


Auto queries on mobile drive better engagement

Click-Through-Rate (CTR)

PC 1.29%

Mobile 1.39%


Tracy Northcutt

Design - Change out Shopping cart icon to include something automotive related (same style of icon however)

With device targeting, we enable advertiser control… and results

PC Delivered Mobile Delivered Tablet Delivered

Mobile Mobile +Tablet

Mobile + PC + Tablet

Mobile +PC

Tablet PC +Tablet

Mobile +Tablet

Mobile +PC +Tablet

PC PC +Tablet

Mobile +PC +Tablet

Mobile +PC

1.54%

1.50%

1.01%

0.34%

3.57%

3.3%

2.86%

1.53%

2.96%

2.48%

1.83%

1.11%


Growth in mobile Auto searches

Growth in Auto advertiser mobile search ads spend

Source: Yahoo Bing Network internal data 2013

95%

112%







Location Extensions drive visits to your dealership

Mobile users are more likely to be searching for a dealer location on their mobile device, rather than on desktop or a tablet Leverage local features such as Store Locator, Click-to-Call and Click-to-Direction

Drive improved conversion rate from mobile store locator to in-store visits


Sitelink Extensions gives your ad increased clicks and more dynamic offerings

For mobile consumers, it is all about taking immediate actions in real-time and on-the-go. Guide consumers onto your ideal conversion path with Sitelink Extensions.

Our auto advertisers experienced a 12% increase in click-through-rate with increased conversions

Shorten the conversion funnel and improve profitability

Display up to four Sitelinks to your mobile search ads on smartphones

Locate DetailsSave JoinOffers


Source: Yahoo Bing Network internal data 2013

Accelerating dealer contact with seamless Click-to-Call integration


c

Getting your ads seen

Source: Microsoft internal research, 2013

Price, make and model tends to drive better ad performance

Highlighting the Official Website may help your ads get additional clicks

Sitelink Extensions had a much higher impact on ad quality than any other ad copy variables


with tips for ad copy success

Innovative ad formats to help you drive toward new possibilitiesWindows 8.1 Smart Search Integrated with Bing Ads

Web previews provide useful information for consumers and branding benefits for advertisers• Web previews are auto-generated by Bing Ads from a destination or display URL

and refreshed periodically

• Plans for advertiser controls for web previews under discussion

Same Ad Creatives as Bing Ads• Same ad title and ad copy as the search ad campaigns running across Yahoo Bing

Network

Bing Ads extensions supported & highly recommended• Bing Ads extensions are supported for search charm including Sitelinks at launch,

Location Extensions and Call Extensions shortly after

• Use of Ad Axtensions improves ad experience and probability for ad selection







Define your digital advertising strategy Focus on delighting potential customers along their auto buying journey

Update your website and build a mobile siteOptimize for conversions

Invest in search advertising on all search platforms Reach consumers ready to buy Create device-specific search campaigns

Optimize performance with smartphone search campaigns Leverage marquee search ad formats to drive

conversionsBenchmark against the competition

Test your ad copy Use our research as a guide for kicking off testing Find a digital marketing agency to help

Outsourcing is sometimes an investment worth making

Auto dealer advertising checklist



HOW MICROSOFT ADVERTISING CAN HELP

Opportunities across the journey


Current state Motivation The Terrain The Car The Deal OwnershipWorldview

OPEN TO POSSIBILITY DECISION TO CHANGE SHOPPING EXPERIENCINGEVALUATING

Search advertising

Search advertising has a significant role in the auto buying journey

Import you ads directly from Google AdWords using Import Campaigns Engage with us today!

Haider Rafique: [email protected]

Tracy Northcutt: [email protected]

Bing Ads Support: 1.877.635.3561

#DD15

@bingads

www.community.bingads.microsoft.com


mailto:[email protected]

mailto:[email protected]

http://www.community.bingads.microsoft.com/

http://community.microsoftadvertising.com/blogs/advertiser/default.aspx?

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CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY As told by: Ivy Esquero / Haider Rafique