1. What we thought we knew
about automotive internet
shoppers
Digital Dealer 10
Orlando FL
4/20/11

2. Jason Ezell
President
Kendall Billman
Vice President
Larry Bruce
President / CEO

3. Size Matters
6 months
4000+ Websites
6 million + Unique Visitors
Dealership Sites
OEM Sites
From 16K to 115 Unique
Visitors

4. Where Do People Start their
Online Car Shopping
Experience?
78% of people shop online for a car
JD Power

5. So where did they start it?

6. So where did they start it?
70.0%
60.0%
50.0%
40.0%
30.0% 64.8%
52.2%
20.0%
34.6%
10.0% 25.5% 21.6%
18.8% 16.0%
12.5% 10.8% 10.7% 9.7%
0.0%
Visitor History

7. What are the top referring sites to a dealership website?
70.00%
60.00%
50.00%
40.00%
30.00% 65.29%
20.00%
10.00%
7.12% 5.14% 3.21% 2.10% 1.74% 1.2%
0.00% 0.1% 0.7% 0.5%
Visitor History

8. Marketing Take Away….
The Overwhelming Majority of
your customers are starting their
online shopping experience on
Google…
Where is the majority of your
online budget going?

9. What are they doing there?
Key Words Used
Visitor History
70% 63%
60%
50%
40% 37%
30%
30%
20% 13%
10%
0%
Contained Dealer Containes OEM Contains Model Contains Area
name

10. Marketing Take Away….
If 78% use the web to shop and
63% find me with my name how
am I going to get found with the
rest of the online shoppers?

11. What are they doing there?
Key Words Used
Visitor History
Dealer Only
23%
OEM Only
44% Contains Dealer and
0% Make
Contains Dealer and
13% Area
Contains Dealer, Make,
and Area
7% Contains OEM and
13% Make

12. Where Do You Need To Be?
Google 64.0803%
Facebook 52.2212%
YouTube 34.6308%
EBay 25.5659%
MSN 21.6176%
Amazon 18.8859%
Autotrader 16.0465%
Kelley Blue Book 12.5135%
CNN 10.8817%
AOL 10.7873%
Carmax 9.7585%

13. How do we get there?
• SEO
• PPC (Pay Per Click)
• Display
• Listing

14. If 63% of inbound clicks contain the
dealerships name are we just not
found online or are we just doing a
poor job?

15. KeyWords by the numbers
• Average number of Keywords per search – 3.21
• Average number of Keywords in inventory search – 2.28
• There were 188 higher used Keyword terms than OEM + Area
(Ford Houston)
• Less than 1% of searches contained the words dealer,
dealership of dealers
• Only 7% of all searches contained the word “Price”

16. What’s going on with Auto Listing Sites
AutoTrader
*Based on browser history collected on over 6 million unique visitors

17. What’s going on with Auto Listing Sites
Cars.com
*Based on browser history collected on over 6 million unique visitors

18. Dealership Site analytics by the numbers
• Average number of unique visitors – 1920
• Average number of page views – 11,186 (5.8 per visitor)
• Average Bounce Rate per site – 50.4%
• Average Bounce Rate form the home page 61.3%
• Average Bounce Rate from the SERP – 32.8%
• Average Mobile Users – 4.3%
• 97.3% Map / Location Page

19. What is happening with my leads?
Dealership Lead Source
5%
5%
3rd party
17%
Website
50% OEM
1st party
Listing
23%

20. What is happening with my leads?
12% 11%
10%
8% 7%
6% 6%
6%
4%
4%
2%
0%
Website 3rd Party OEM 1st Party Listings
Leads Leads
Closing Ratios

21. Conclusions
Jason Ezell
President
Jason@dataium.com
Kendall Billman
Vice President
@kendallbillman
Kendall.billman@vinsolutions.com
Larry Bruce
President / CEO
lbruce@micrositesbyu.com
@pcmguy