Test your ad copy - 18th Digital Dealer Conference & Exposition

Report
CONNECT WITH
YOUR AUDIENCE
ALONG THE AUTO
BUYING JOURNEY
As told by: Ivy Esquero / Haider Rafique
TRANSFORMING FROM THE TRADITIONAL
SALES FUNNEL…
01 AWARENESS
02 CONSIDERATION
03 PREFERENCE
04 ACTION
05 LOYALTY
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
…TO A CONSUMER-CENTRIC JOURNEY
01
OPEN TO
POSSIBILITY
02
DECISION TO
CHANGE
03
EVALUATING
04
SHOPPING
05
EXPERIENCING
…with digital playing a critical role at each stage
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
OPEN TO
POSSIBILITY
DECISION TO
CHANGE
EVALUATING
Current state
Motivation
Worldview
SHOPPING
The Terrain
The Car
CLARITY
A subconscious
idea about cars
An event or shift
that prompts action
The Deal
Ownership
CONFIDENCE
Establishing facts,
setting boundaries
Initial
investigations
CONFUSION
EXPERIENCING
Focusing on
“the one”
100% preparation,
0% perspiration
Oh, what a relief!
UNCERTAINTY
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
OPEN TO POSSIBILITY:
CURRENT STATE
01
02
03
04
05
Spark interest, fuel
ideas, ignite desire
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
01
DECISION TO CHANGE:
MOTIVATION
02
03
04
05
Stay top of mind
when life happens
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
01
02
EVALUATING: WORLDVIEW
03
04
05
Direct consumers to
the right path
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
Clarity on financing is needed early on
EVALUATING: WORLDVIEW
Finance or expense issues
48%
Unsure of need/considering used
40%
Couldn't find the right car
33%
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
01
02
03
SHOPPING: THE TERRAIN
04
05
Communicate fit and link
to trusted sources
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
Confidence in the right car is needed
EVALUATING: WORLDVIEW
Couldn't find the right car
40%
Finance or expense issues
38%
Unsure of need/considering used
36%
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
01
02
03
SHOPPING: THE CAR &
THE DEAL
04
05
Arm them with
information and inspire
confidence
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
One nice dealer….and everyone else
EVALUATING: WORLDVIEW
81%
Dealer I bought from
42%
Other dealers I encountered
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
01
02
03
04
EXPERIENCING: OWNERSHIP
05
Link validation and
advocacy
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
Validation is more likely than advocacy
EVALUATING: WORLDVIEW
56%
29%
Validation
Advocacy
Ivy Esquero, Global Consumer Insights, Microsoft Advertising
FINDING YOUR
NEXT CUSTOMER
WITH SEARCH
ADVERTISING
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The 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
Haider Rafique, Vertical Manager, Bing Ads
Search advertising has a significant place in the auto buying journey
01
CURRENT
STATE
02
MOTIVATION
03
WORLDVIEW
04
ELIMINATE
ROLES
ROLES
INVESTIGATION INVESTIGATION
& ENRICHMENT & ENRICHMENT
51%
04
04
COMPARE
ROLES
INVESTIGATION
& ENRICHMENT
HUNT &
DEAL
ROLES
ENRICHMENT
& DISCOVERY
OWNERSHIP
ROLES
ENRICHMENT
& DISCOVERY
53%
48%
37%
QUESTION
WHAT’S OUT
THERE – AND
WHAT’S NEW
05
QUESTION
QUESTION
WHICH OF THSE WHICH OF THE
BRANDS/
BRANDS THAT
MODELS WILL FIT ME SHOULD I
REALLY FIT ME?
PICK?
QUESTION
WHERE CAN I
GET THE BEST
DEAL ON THE
CAR I WANT?
39%
QUESTION
HOW DO I GET
THE MOST OUT
OF MY NEW CAR
[& ENSURE IT
WAS THE RIGHT
DECISION]
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The 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
Haider Rafique, Vertical Manager, Bing Ads
Consumers are spending 5+ hours each day accessing the internet
across a variety of device – at home, at work or on-the-go.
Mobile
Average of 59.4 minutes
per day spent on mobile
(data subscribers)1
917M predicted
smartphone sales in 20132
Tablet
Average of 20 minutes
per day spent on tablets1
172M predicted tablet
sales in 20132
PC
Average of 321.6 minutes
per day spent on both
laptops and PC1
Console
40.1M predicted Internet
enabled video game
console sales in 20133
148M predicted desktop
PC sales in 20132
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
Haider Rafique, Vertical Manager, Bing Ads
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
Haider Rafique, Vertical Manager, Bing Ads
Location targeting with
search query intent
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
Target ads appear when
consumers are searching
around a specific
geographic area
Further refining Radius Targeting
Haider Rafique, Vertical Manager, Bing Ads
1 out of 10
Auto queries
on the Yahoo
Bing Network
comes from
mobile
Source: Yahoo Bing Network internal data, 2013
Haider Rafique, Vertical Manager, Bing Ads
Auto queries on mobile drive better engagement
Click-Through-Rate (CTR)
PC 1.29%
Mobile 1.39%
Haider Rafique, Vertical Manager, Bing Ads
With device targeting, we enable advertiser control… and results
PC Delivered
Mobile Delivered
1.54%
2.96%
3.57%
1.50%
1.83%
2.86%
0.34%
PC +
Tablet
2.48%
3.3%
1.01%
PC
Tablet Delivered
Mobile + Mobile +
PC +
PC
Tablet
1.11%
1.53%
Mobile
Mobile + Mobile + Mobile +
Tablet
PC +
PC
Tablet
Tablet
PC +
Tablet
Mobile + Mobile +
Tablet
PC +
Tablet
Haider Rafique, Vertical Manager, Bing Ads
95%
Growth in mobile
Auto searches
112%
Growth in Auto
advertiser mobile
search ads spend
Source: Yahoo Bing Network internal data 2013
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The 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
Haider Rafique, Vertical Manager, Bing Ads
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
Haider Rafique, Vertical Manager, Bing Ads
Sitelink Extensions gives your ad
increased clicks and more dynamic
offerings
Save
Locate
Offers
Join
Details
For mobile consumers, it is all about taking
immediate actions in real-time and on-thego. 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
Source: Yahoo Bing Network internal data 2013
Haider Rafique, Vertical Manager, Bing Ads
Accelerating dealer contact with seamless Click-to-Call integration
Haider Rafique, Vertical Manager, Bing Ads
Getting your ads seen
with tips for ad copy success
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
Source: Microsoft internal research, 2013
Haider Rafique, Vertical Manager, Bing Ads
Innovative ad formats to help you drive toward new possibilities
Windows 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
Haider Rafique, Vertical Manager, Bing Ads
Today’s Discussion
The 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
Haider Rafique, Vertical Manager, Bing Ads
Auto dealer advertising checklist
 Define your digital advertising strategy
Focus on delighting potential customers along their auto buying journey
 Update your website and build a mobile site
Optimize 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 conversions
Benchmark 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
Haider Rafique, Vertical Manager, Bing Ads
HOW
MICROSOFT
ADVERTISING
CAN HELP
Opportunities across
the journey
Haider Rafique, Vertical Manager, Bing Ads
Search advertising has a significant role in the auto buying journey
OPEN TO POSSIBILITY
DECISION TO CHANGE
EVALUATING
Current state
Motivation
Worldview
SHOPPING
The Terrain
The Car
EXPERIENCING
The Deal
Ownership
Search advertising
Haider Rafique, Vertical Manager, Bing Ads
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
Haider Rafique, Vertical Manager, Bing Ads

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