Make The Most of Your Digital Advertising

Guy Lieberman

Director Digital Marketing

MAN Marketing

Guy LiebermanDirector of Digital Marketing

• About MAN Marketing• Full service advertising agency

• 39 years, Carol Stream IL with 40 employees

• Mostly Automotive

• About Me• 35 years Automotive experience

• 20+ years Digital Marketing

About the Strategies Being Presented

• Company Owned Store• Most are being done for you

• Independent Store• Things you should be doing

• Service Center• Things you should be doing

• Presentation Download• MANMarketing.com/AutoWares

Agenda

• How to evaluate advertising opportunities

• Google My Business (GMB)

• Paid Search

• Facebook

• Your Website

• Video

• Display Ads

What’s Most Important?

• Results

• Time invested

• Money spent

Push vs. Pull Advertising

Push Advertising

• Me trying to find customers

• Pushing ad messaging out to

reach people

Pull Advertising

• Creating a presence in places where customers look for what I sell

• When they’re ready!

Pull Advertising

• Reach the most people in market for what we offer!

• Free and low cost options

• Action oriented

Where to Focus

Pull

• GMB

• Paid Search

• Website

Push

• Facebook

• YouTube

GMB: Google My Business

• Google Search

• Google Maps

The Value of GMB

Direct: Searching For You!

Discovery: Search For What You Sell

Branded: Someone Else’s Brand

Search Terms

Google Search vs Maps

Actions Taken

Info: Complete, Accurate, Updated

Photos: Adding and Tagging

Posts: Free Ads On Your GMB

Reviews: Solicit and Respond

Update Monthly

• Add a photo

• Add a new offer

• Post holiday hours

• Respond to any reviews

Google Paid Search

How Paid Search Works

• Budget

• Targeting• Geography

• Keywords

• Ads

• Only pay for clicks!

Desktop and Mobile

Campaign Types: Shopping

• When people search for

products

• Specific products, categories

or brands

Text Campaigns

Location extension will display below text ad. Example below:

Location Extension Examples

Google Maps example:Google Search example:

Call-Only Campaigns

• Only action is to call

• Served to mobile phones

Which Campaign Is Best?

• Parts Store• Call Only

• Service Center• Text campaign with extensions

Impr. Clicks Cost Avg. CPC Conversions Cost / conv. Conv. rate

817 39.3 290.60$ 7.39$ 13.2 29.30$ 34.80%

Impr. Clicks Cost Avg. CPC

1,973 46.7 232.48$ 4.99$ Results from 6 month case

study of campaigns for

individual locations

Facebook Advertising

Why Facebook

• Reach

• Engagement

• Targeting

Your Page vs. News Feed

Facebook Demographics

Daily Time on Facebook

Facebook: Paid vs. Organic

• Organic Posts- Your Page• Posts on our own page

• Seen by “fans” of our page in their news feed

• But shown to less than 10%

• Paid Advertising- News Feed• Boosted Posts

• Paid Ads

How It Works

• Budget

• Targeting• Geo

• Behavior or interest

• Custom Audience

• Ad Type

Targeting: Suggested Audiences

• Parts and accessory stores• Frequent and high spenders

• Auto repair shops• Frequent and high spenders

• Website Retargeting

• Custom Audience

Display, Video and Carousel

Facebook Example Report

Running Campaigns- Pros and Cons

Self Managed

• Pros• Save money

• Total control

• Cons• Produce all content

• Limited targeting “boost post”

• Don’t have time or expertise

Agency Managed

• Pros• Access to all targeting available

• Create and manage all aspects

• Trained professionals

• Cons• Additional cost

Your Website

Website Checklist

• Deal breakers

• Additional priorities

Mobile “First”

Website SSL Certificate

• Google wants all sites secure

• Sites ranked lower without it

• Inexpensive, annual renewal

Important Tech Stuff... The Nuts and Bolts!

• Meta Data

• Page titles, H1and H2

• Page descriptions

• Image tags

• Site Map

Additional Priorities

• Add or refresh content

• Offers monthly or seasonally

• “Today’s Tip”

• Add a blog

• Subscribe to email offers

The Power of VideoYouTube, Facebook and Your Website

Video on YouTube and Facebook

Make Video Part of Your Business

• People like videos of people

• Put a face on your business

• Be yourself

• Talk about what you know

• Try it, have fun with it!

Digital Display Ads

Display Ads: How Can I Use These?

• Targeting• Website retargeting

• Auto parts shoppers

• Auto service shoppers

• With Google you only pay for clicks on your ad!

Thank You!

ManMarketing.com/AutoWares