Since his time leading a 25-person internal marketing team for a 33-rooftop dealership group, two questions have always been top of mind for Dave Spannhake and his marketing teams: What is my competition doing that I may not know about and how can I use data to increase the shoppers coming to my stores? During this presentation, we will discuss those two questions that plague most owners, GMs, and marketers by using data science to share many aspects of the automotive marketing landscape and what results dealers should expect. Using data from hundreds of dealerships, we will be looking at the average dealership results, best-in-industry results, and what the bottom of the barrel dealerships are seeing for many key performance metrics and the “whys” behind those results! Specifically, what are the things that consumers are shopping for? What are the most used search terms that are driving traffic? Do you have pages that match those signals on your website to convert? Many insights will be shared from a 10 million query study that will change the way you prioritize your website experience. How does your site convert compared to the competition? We’ll look at best practices for the homepage, your SRPs, and your VDPs to see what the best, worst, and average dealers are seeing in terms of success with some key takeaways on what the highest converting websites are doing. Are consumers doing the things you want them to do and does it match their expectations? Attend this webinar to learn: The search behaviors happening by in-market shoppers using aggregate search data from a 10 million search dataset On-site conversion behaviors from hundreds of dealerships across the country – how do you stack up to others? What are the best dealerships in the country doing on their websites that is working and why? How can these same concepts apply outside of SEO and conversion optimization to SEM, display, social media, third party site success, and more!

1. HOW DOES MY DIGITAL
STRATEGY STACK UP TO
THE COMPETITION?
Dave Spannhake
Founder & CEO | Reunion Marketing

2. AUTOMOTIVE MARKETING TODAY
A Snapshot of the Current Landscape

3. A LOT HAS CHANGED IN JUST A
YEAR A Snapshot of the 2016 Landscape

4. THAT’S STILL $629
FOR EVERY VEHICLE
SOLD!

5. GROSS MARGINS CONTINUE TO
DROP

6. TRADITIONAL VS DIGITAL?
Auto Industry Still Lumps Marketing into These Buckets

7. THINK DIFFERENTLY
Every channel has a
unique purpose.

8. THE MAJORITY OF BUYERS
ULTIMATELY END UP ON THE DEALER
SITE

9. THE QUESTION TO ASK TO INCREASE SALES:
TRAFFIC OR CONVERSION?

10. GOOGLE ANALYTICS
Are You Measuring Just Clicks (Traffic) or
How Users are Shopping (Conversion)?

11. GA PINPOINTS OPPORTUNITIES

12. LET’S START WITH INCREASING
TRAFFIC
What and How People are Shopping is Known Today…
Be found where demand exists.

13. YOUR MARKET’S SEARCH DEMAND
Do You Know What Your Shoppers
Want?

14. YOUR MARKET’S SEARCH DEMAND
Do You Know
What Your
Shoppers
Want?

15. CONSIDER THIS EQUATION…
SEARCH VOLUME x
WINNABILITY x
CONVERSION = SUCCESS

16. CONTENT MARKETING
IS MORE THAN JUST AN OLD
BUZZWORD
You Won’t Show up
in Searches if You
Aren’t Marrying
Intent

17. HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

19. HOW DO YOU SHOW UP IN SEARCH?
YOUR “RIGHT TO WIN” SERPS

20. HOW DO YOU SHOW UP IN SEARCH?
NOT ALL SERPS ARE CREATED EQUAL

21. HOW DO YOU SHOW UP IN SEARCH?
NOT ALL SERPS ARE CREATED EQUAL

22. KEYWORD TRACKING ISN’T
DEAD
Just Be Sure
You are
Prioritizing
Based on
“Winnability
” & Intent

23. WHO ARE THE “REAL”
COMPETITORS?

24. MAKE SURE YOUR ADS
ARE
STANDING OUT!
HEADLINE 1 HEADLINE 2
URL WITH
CUSTOM PATH
DESCRIPTIO
N
PRICE EXTENSIONS
PHONE NUMBER
ADDITIONAL OPTIONS
CALL-OUTS | STRUCTURED SNIPPET | SITE LINKS
ADDRESS HOURS

25. SOME BAD EXAMPLES…

26. GOOGLE IS ALWAYS
CHANGING…
Responsive Search
Ads
What is seen?
• 3 Headlines
• Two 90 Character
Descriptions
What needs set up?
• 15 Headlines
• 4 Descriptions

27. QUALITY SCORE FOCUS
QUALITY SCORE
▶ Click-Through
Rate
▶ Relevance of Each
Keyword to its Ad
Group
▶ LP Quality and
Relevance.
▶ Ad-Text Relevance
▶ Historical AdWords
Account Performance

28. INSIGHTS FROM 10,000,000
QUERIES
Click-Through-
Rate

29. DISTILLED’S VOICE SEARCH
STUDY
• 50% - Control Actions
• Set a reminder, remind me, play <song>
• 20% - Informational Repeated Queries
• Today’s weather, traffic on commute
• 5-10% - Personal Searches
• Listen to podcast, news headlines
• 20-25% Real Searches
• Text snippets, business name/facts, screen
present, or unanswerable

30. DON’T FORGET THE
BASICS!
META-TAGS QUALITY CONTENT STRUCTURED DATA
PAGESPEE
D
NO DUPLICATE CONTENT
URL
STRUCTURE
DIRECTORY OPTIMIZATIONMOBILE
FRIENDLY
PHOTOS | ALT TEXTLINK BUILDING

31. CONSIDER THIS… DEALER (BRAND) NEAR ME
35% of
organic clicks are
happening here
10% of
organic clicks are
happening here
2,000 IN-MARKET SEARCHES
The difference in traffic to
your website in this
example would be
500 extra people
looking for a (BRAND)
dealership near them.

32. CLICKS ARE JUST CLICKS
IF THE USER ISN’T SHOPPING.
Do you have a
plan for your
website?

33. STARTING WITH THE
HOMEPAGE
The purpose & the behavior

34. WATCH USERS WITH HOTJAR

35. NOT SITTING
AROUND & WAITING
ON HOMEPAGE
BANNERS TO LOAD

36. HOW EFFICIENT ARE YOU IN MAKING
IT
EASY TO SHOP?

37. REMEMBER ONE VERY IMPORTANT RULE
ON
YOUR SITE Every Extra Click Means a
Percentage of Your Traffic
Leaves

38. SOME EASY WINS ON THE HOMEPAGE
☛ Is there an inventory search
widget installed?
☛ Is the navigation clean and easy
to use?
☛ Are buttons leading to SRPs &
Schedule Service above the fold?
☛ Are there too many pop-ups
installed?
☛ Is it easy to find the phone
number and the dealership’s
directions in the header?
☛ Play as a User – across all
devices!

39. WHERE ARE MOST OF YOUR SALES
LEADS COMING FROM?
61% of email leads
happen on SRPs & VDPs
27% of phone calls
happen on SRPs & VDPs
☛ With approximately 2/3 of all
phone calls being service
related, this is a HUGE
percentage!

40. SOME EASY WINS ON YOUR SRPs & VDPs
☛ How easy is it to click through to a VDP?
☛ Do the search filters make sense and are they
prioritized based on user behavior?
☛ Mobile click-to-calls on every vehicle!
☛ Don’t overdo the form submissions, 2 or 3 is all you
need and want
☛ How well are your merchandising and marketing each
vehicle?
☛ Compare your inventory counts to your local
competitors
☛ Shop your own site – across all devices!

41. THERE IS MORE TO THE DATA THAN MEETS THE
EYE…KEY PERFORMANCE METRIC TOP 20% BOTTOM 20% AVERAGE MEDIAN
HOMEPAGE TO SRP CLICK-THRU 68.84% 52.6% 59.21% 61.33%
NEW SRP TO NEW VDP CLICK-
THRU
36.08% 20.81% 28.97% 26.24%
USED SRP TO USED VDP CLICK-
THRU
33.46% 16.93% 24.60% 22.92%
NEW VDP FORM CONVERSION
RATE
1.16% 0.28% 0.77% 0.57%
USED VDP FORM CONVERSION
RATE
1.41% 0.35% 0.92% 0.80%
NEW VDP VISITED DURING
SESSION
23.88% 13.39% 18.83% 19.27%
USED VDP VISITED DURING
SESSION
27.47% 8.12% 18.58% 19.15%

42. CONSIDER THIS…
You have sitewide email conversion of
0.8%
5,000 people are going to your site each month
40 are submitting email leads
1.6% conversion would double your email leads with just
an increase of 0.8%
☛Are you considering how every 0.5%, 1%,
2% increase to various conversion levels
on your site would drastically increase
your opportunities? Is this part of your

43. FINAL THOUGHT – LITERALLY
COMPARE YOURSELF WITH THE
COMPETITION!
☛Inventory Counts
☛New Car Photos
☛Used Car Photos
☛Core Series Price Comparisons
☛Discounts on SRPs
☛Incentives on SRPs
☛Visibility on third party sites
☛Searches on Google (use isearchfrom.com)
☛… and use data from your vendor partners to
know HOW YOU COMPARE!

44. THANK YOU!
Dave Spannhake
Founder & CEO | Reunion Marketing
dave@reunionmarketing.com
919.999.8876