Features
Sample
Community
JOIN FREE
X
YOU ARE DOWNLOADING DOCUMENT
How people search
Category:
Documents
How people search
Please tick the box to continue:
DOWNLOAD NOW
Transcript
1. 7MythsaboutHow,WhereandWhypeople searchonlineforacarandwhattheydowhen theygetthere VINSolutionsDealerAdvisoryBoard MeetingLasVegasNV10.12.10 LarryBrucePresident/CEO MicrositesByU.com @pcmguy.
2. PPC#1wayyoucanconquestnewbusinessforyourdealership
3. Whatsholdingyouback?
4. 7Mythsthathavebeenheapedonus withlittleornobasisofactualbehaviorPeopletrust3rd partiesmorethanthedealer Internetshoppersarepricedriven Theinternetisbetterforusedthannewcars Organiclinksaretrustedmorethan sponsored Thelongtailsearchphase Peoplewillgoonlineandjustcomeintothe dealership Youcantcompetewiththebudgetofthe OEM,AutoTraderorCars.com
5. Over35hoursofvideo 109users 436searches
6. Myth1: Peopletrust3rd partiesmorethanthedealer
7. Myth1: Peopletrust3rd partiesmorethanthedealer Ofthe26%thatconverted:
8. Myth1: Peopletrust3rd partiesmorethanthedealer Whydidtheyconvertthere? Thissamescenario happened86%of thetimeauser landedona3rd partysite
9. Myth1: Peopletrust3rd partiesmorethanthedealer Howdidtheygetthere?
10. Myth1: Peopletrust3rd partiesmorethanthedealer Whatwouldhavehappenedif? Numberof MustangsavailableWhattypesare availableHowmuchthey cost
11. Myth1: Peopletrust3rd partiesmorethanthedealer Version2payment
12. Myth1: Peopletrust3rd partiesmorethanthedealer Version3tradein
13. Myth1: Peopletrust3rd partiesmorethanthedealer Thingsyoucandotoyourwebsite/landingexperiencestoinstilltrust.Reviewsusedby32%of theuserstested PutyoureBayratingon yourhomepagewithalink totheratings PutyourGoogleratingson yourhomepagewithalink PutyourYelpratingson yourhomepagewithalinkUsesomeexceptsfromlettersorsurveysonyourhomepage FacebookLikebuttonon yourhomepageandin specialpagesandyour blog.
14. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? 28%ofthetimea visitorwillsearch themselvesright outofacar
15. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? Volzautobefore
16. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? VolzautoAfter
17. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant?
18. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant?
19. Myth2: TheInternetisallaboutprice Itisactuallyaboutsavingtimeandhassle 1st Concern,doyouhavewhatIwant? 1clickaccesstothemost popularsellingvehicles UserTesting.comtofind troublespotsinyouconversion funnel Crossbrowsertesting.comto findthebreaksincode ThishasdoubledVolzAutoGroups LeadConversionRate
20. HowSplitTestingWorks SplitTesting Platform
21. HowSplitTestingWorks SplitTesting Platform
22. HowSplitTestingWorks SplitTesting Platform
23. HowSplitTestingWorks SplitTesting Platform
24. HowSplitTestingWorks SplitTesting Platform
25. HowSplitTestingWorks www.google.com/websiteoptimizer SplitTesting Platform
26. Myth3: TheInternetismoresuitedtousedcarsthannew SearchtestingfoundNew&Usedtobeevenlysplit
27. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Forpurepurchaseintentsponsoredlinksconverted300%higherthanorganiclinks
28. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks CarMaxlandingpagesshowedupin33%ofthesearchesthatwereperformedinthistestall sponsoredlinks
29. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Forpurepurchaseintentsponsoredlinksconverted300%higherthanorganiclinks
30. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Organictrafficisinconsistent.Youhavenoideawhattheusersintentreallyisotherthan70%of thetimetheywerelookingforyourdealershiptodosomething ThetermRandomaccess websitereferstoyourmainsite wheretheusersintentisnt clearandthereisalotof navigationforthemtogetlost inthepageshuffle
31. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Organictrafficisinconsistent.Youhavenoideawhattheusersintentreallyisotherthan70%of thetimetheywerelookingforyourdealershiptodosomething
32. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks YouwillgethigherconversionsandbetterresultsoutofPPCthanorganicSEOeffortsbuttodo soyouhavetooptimizeatall4dimensionsofonlinemarketingTestDrivenMarketing: Geolocation Keyword/placementMaking Adpositionagilemarketingstrategic Landing/Conversion growthengine.
33. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks TestDrivenMarketing AdGroupAdSplittestingfor Ad Ad AdCTR AdSplittestingforLanding LandingLandingConversion
34. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks TestDrivenMarketing AdGroupAdSplittestingforWinningAdCTRAdSplittestingforWinning ConversionLanding
35. Myth4: Organiclinksareclickedandtrustedmorethansponsoredlinks Acultureofconstantimporvment AdGroupAdSplittestingforNewAd NewAd ControlAdCTRAdSplittestingfor New NewControl Conversion Landing Landing Landing
36. Myth5: Thelongtailsearchphrase Yesinoverallinternetsearcheslongtailsearchphrases4+wordsare23%ofthesearchesand dohavehigherintent.Butinthecarbusinessthisisnotthecase.
37. Myth6: Peoplearegoingtoyoursiteandlookingatvehiclesthenshowingupon yourlot TheinternetisanInfluencingMedium.IfyoubelievethatthenIhaveotherstuffIwanttosell you
38. Myth7: YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com Yesatthelocallevelyouabsolutelycanandyouabsolutelyshould. OthercontributingfactorstothesearchLocation54%Product80%Avgnumberofsearches3.5
39. Myth7: YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com Yesatthelocallevelyouabsolutelycanandyouabsolutelyshould. Location54%
40. Myth7: YoucantcompetewiththebudgetoftheOEM,AutoTrader,Cars.com OEMInvolvement
41. Remarketing23%EmailCaptureRate/37%CallRate
42. Remarketing
43. Remarketing
44. Remarketing
45. Remarketing 12%ClickThroughRate 17%ConversionRate
46. IntegratedChannels HondaCTR 3% Conversion 31%
47. IntegratedChannels
48. IntegratedChannelsBudget $500 Honda Service forSchools www.supplies4kids.com ServiceYourHonda andHelpachildwithSchoolSupplies!CTR 7%Conversion 23%
49. IntegratedChannels Budget $200 CTR 3% Conversion 47%
50. IntegratedChannelsImportant:ServiceyourHondahelpachildgetschoolsupplieshttp://bit.ly/4kidsHaynesHondadonates$1foreachRETWEETRetweets 1112 142newfollowers Conversions 115lastcount
51. IntegratedChannels
52. Summery 3rd partiesDONOThaveaBrandoratrustadvantage.TheydontreallyevenhaveanSEO advantage Youregoingtogetalotfartherifyougivevisitorswhattheywant,whentheywantittheway theywantitthantryingtorunabunchmorepeopletoyourwebsiteandconvertthesamelousy percentage. Internetuserdontplayfavoriteswithneworusedandtheybothconvertjustaseasily. Organiclinksdonothavesomemagicholdoverthecustomerandareveryinconsistentwhenit comestointent. TomakePPCreallyworkyouhavetocontrolalldimensionsoftheonlinemarketingexperience. Splittestingisreallytheonlywaytoconsistentdoubledigitconversionratesandconstant improvement. ifyoureonethatbelievestheinternetisaninfluencingmediumthenyoumaybejoiningsome ofourlessfortunatecarbrethrenthatnolongerhaveastore. Youabsolutelycanandshouldeliminate95%ofyourdependenceon3rd partiesbetweenyou andyourvisitor/customer. TargetedPPC+Remarketingwillpickyouuptoa40%+ConversionRatio IntegratingChannelstherightwayincreasesconversionsintothe30%+range
LOAD MORE
Related Documents
Presentación sobre Talent Search People
Category:
Documents
People Search
Category:
Technology
How We Do People Search on the Web
Category:
Services
How People Search For Locations
Category:
Technology
How to Write Amazing Content Search Engines Love & People...
Category:
Technology
Voice Search : Technology that's Changing The Way People...
Category:
Internet
Talent search people | europe
Category:
Documents
Presentation Talent Search People
Category:
Documents
Talent Search People
Category:
Documents
How to Remove Yourself From People Search Websites
Category:
Documents
How to Do an Instant People Search
Category:
Documents
Australian public people records search
Category:
Internet
Slow Search With People
Category:
Documents
RESEARCH VITAE - ASU People Search
Category:
Documents
Nectarin people search
Category:
Business
SEO Fundamentals for WordPress - SEOMike …...SEO...
Category:
Documents
In Search of How People Change - homepage | Centre for...
Category:
Documents
Talent Search People, recruitment consultancy
Category:
Documents
Web People Search
Category:
Engineering
In Search of How People Change · 2019-11-07 · In Search....
Category:
Documents
SUMNER STARRFIELD - ASU People Search
Category:
Documents
How people search the library from a single search box Cory....
Category:
Documents
Search for people
Category:
Documents
A BIG SHIFT is coming in how we search for people and...
Category:
Documents
Search keek people
Category:
Documents
How People use Presentation to Search for a Link ...
Category:
Documents
Search: How One Box Search Can Mean Different Things to...
Category:
Design
Prochaska J. O., DiClemente C. C. and Norcross, J. C....
Category:
Documents
How to Design Websites for People Who Use Search Engines By....
Category:
Marketing
People Search Indonesia
Category:
Documents