Insights from Google and DOM 360 4 Strategies

Insights from Google and DOM 360 4 Strategies to Solve Your Sales Efficiency Problems Tannis Mc. Kenna Robert Donovan I I Google I DOM 360 I CEO I Robert@DOM 360. com Agency Development Manager I Tannis. Mc. Kenna@Google. com

Agenda üDrive VDP engagement to increase leads üRaise overall sales efficiency üIdentify and fix model sales efficiency üThe meeting of all meetings üQuestions

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Problem #1 VDP views up but leads are down

Problem #1 Many different reasons why: 1. 2. 3. 4. Not attracting quality traffic VDP has too many options Too much or too little information provided URL structure

Problem #1 Solutions Heat mapping and In Page Analytics • Learn where your customers are clicking • Optimize areas of less traffic or delete

Problem #1 Solutions Page Layout

Problem #1 Solutions URL Structure Work with your provider to adjust your VDP URL structure • Year Make Model City State • VIN number or stock number • Correct folder structure

Problem #1 Solutions Analytics KPIs to watch: Time on page: If a visitor is only spending seconds on the page, they didn't intend to land there and not interested. Bounce rate: Bounce rate indicates nothing what the customer was expecting and just left the site all together. Entrances: Indicates ad performance and/or SEO ranking. Page views: If a vehicle has high page views and not sold, consider remerchandising the VDP. It’s getting traffic, but why are customers turning away?

Problem #1 Solutions Conduct an ad review: AD Content

Problem #1 Solutions Conduct an ad review: AD Placements Understanding your ad placements, especially on Display and Remarketing, will let you optimize your campaign for sites that outperform others. Find your placements in Ad. Words

Problem #1 Solutions Conduct an ad review: AD Performance Analyze campaigns in Analytics and Ad. Words for a full understanding of performance.

Problem #1 Solutions Buyer Beware: Cost per VDP Don’t forget to check all the KPIs: Just because a source (paid or organic) drives a lot of VDP views and shows lots of sessions and justifies cost by view, be sure to check your analytics. Has your bounce rate jumped up? Has time on site dropped?

Problem #2 Overall Dealership Sales Efficiency

Problem #2 Solutions What does the customer see?

Problem #2 Solutions

Problem #2 Solutions Website Comparison: Homepage What does the customer see on your website vs your competitor’s website? Do you have a monthly merchandising analysis to compare homepage offers? Are you showing a variety of offers to optimize for all customers?

Problem #2 Solutions Website Comparison: Inventory Complete an inventory matrix Dealership Top Seller Dealer 1 30 in stock 45 in stock 75 in stock Dealer 2 50 in stock 60 in stock Dealer 3 80 in stock 40 in stock 75 in stock 90 in stock What do your listings page look like compared to your competitors? • Is a top seller listed first? • Clean listings page without too much clutter? • Conversion opportunities at the forefront?

Problem #2 Solutions Use Your Data • Compare Pump In and Pump Out to identify dealers outperforming • Cross Sell Matrix to see a dealer by dealer comparison

Problem #2 Solutions Use Your Tools Campaign Performance Auction Insights Report Search Terms Report will all help with identifying your performance vs your competition.

Problem #2 Solutions Use Your Tools Ad Preview Tool

Problem #2 Solutions Update Your Ads Update your ad groups and ads to showcase strong messaging. Highlight your why buy messaging in the ad copy or site links Maximize the space with Expanded Text Ads with more characters

Problem #2 Solutions Update Your Ads Most SEM companies write generic ads, GET CREATIVE!

Problem #3 Sales Efficiency by Model

Problem #3

Problem #3 Solutions Model Efficiency Competitive Model Efficiency Identify outpacing models Sales Efficiency by Segment to identify models to conquest

Problem #3 Solutions Conquest Content Build content around conquest vehicles to boost SEO and organic ranking Build comparison videos- huge opportunity here and promote these videos! Write a blog and share on social media

Problem #3 Solutions

Problem #3 Solutions Conquest Campaigns Conquest Model Campaigns • New model top seller ad groups • Landing pages to build quality and relevance • Add why buys to drive value RLSA Campaigns • Limit audience to remarketing • Builds ads directly to those that have seen your offers • Combat competitive brand search by driving them back to your site

Problem #4 The Meeting of All Meetings

Problem #4 Solution ü Team Members: Ad Agency, District Manager, Consultants and Dealership Management ü Google Ad. Words and Keyword Planner ü Analytics Data ü Urban Science Market Master Reports and Sales Reports

Solutions ü Understand the KPIs that drive leads and engagement ü Know the ongoing sales efficiency for the store and opportunities to improve ü Identify competitors and off-brand vehicle sales performance üBring all partners to the table quarterly to drive overall dealership success

Questions?

Contact Info Full Name: Robert Donovan Full Name: Tannis Mc. Kenna Company: DOM 360 Company: Google Job Title: CEO Job Title: Agency Development Manager Email: Robert@DOM 360. com Email: Tannis. Mc. Kenna@Google. com Share an important takeaway you received from this session using hashtag #DD 22