Brian PaschCEO of PCG Consulting

732.672.2356Brian@PCGmailer.com

www.PCGConsulting.comTwitter  @AutomotiveSEOfacebook.com/BrianPasch 

Opportunities For Dealers

Driving More Shoppers To Your Website

Introducing LotLinx

CUSTOMERCONTACT

CUSTOMERSATISFACTION COSTSREVENUE

“The more customers did online, the better our business was.”

The Internet has made us allAMAZINGLY

“SELF DIRECTED”

we have moreACCESS AND CONTROL

...and we areFRUSTRATED AND

DISSATISFIEDwhen what we want isn't

A CLICK AWAY

WHAT IS SHOPPING SEARCH?

HOW DO I MAKE IT WORK FOR ME?

WHY DOES IT MATTER?

75 MILLIONINVENTORY SEARCHES

FROM BUYERS WHO WILL

BUY THIS MONTH

Find and Click

Discovery

Research

Shopping

PURCHASE

3rd Party Sites

“Vertical Search Sites”

Discovery

Research

Shopping

DealerVisit

Google Cars Program

Note To Self

Shoppers Look at VDP’s

The New Digital Customer

Are All My Ad Dollars Really Helping To Sell More Cars?

SEM

SEO

VIDEOSEO

IRM

3 “Review” Sites on Google Page 1

DISPLAYADS

RETARGETING

PROMOTEDVIDEO

VIDEOPRE-ROLL

Ability The Skip

30 sec BEFORE

Video

Video Pre-Roll Advertising

Sam Swope Honda World: Maximized reach through video remarketing & interest targeting.

Results of Video Pre-Roll: 74,765 Impressions 12,904 Views 8,426 Unique Views $0.11 Avg. CPV 764 Clicks

Budget: $1,362.94 Timing: Feb 1 - 28

$1.78 Cost Per Click

Facebook Sidebar Ads

Multiple Targeting

Options inside Facebook

Retargeting Outside of Facebook

Facebook News Feed Ads

Look at the Screen Space Taken Up

By The Facebook Ads!

Pandora Mobile Display Ads

Promoted Tweets

Note To Self

Every Marketing “Channel” Claims To Sell You More

Cars

How Should I Prioritize All The Opportunities?

We pick the ones that accelerate car sales at the lowest cost!

INVENTORY MODEL INFO REVIEWS LOCATE DEALER

42%

32%

22%13%

Search inventory most-used 3rd party tool.source: Google/Compete “2011 Auto Shopper Behavior Study”

Consumer Prefer Stealth in US

70%

30%

Sales

Walkin Leads/Appts

CALLS, CHATS, LEADS

Phone Calls Outpace Lead Forms in USA

• Phone calls outnumber lead forms in the US by a factor of 3 to 1 (7 to 1)

• Mobile traffic has accelerated phone call leads in the US.

• Dynamic phone tracking is now a requirement for accurate measurement of marketing investments.

Phone processes are the #1 profit leak

Conversion Tracking & ROI

• If you are not tracking leads and calls you can not maximize your marketing investments.

• If you don’t have strong processes to follow leads and calls you will never have an accurate cost per sale.

• Dealers who have made a commitment to both tracking and process lead their market!

Back To The Online Shoppers

70%

30%

Sales

Walkin Leads/Appts

Your Entire Marketing Budget Needs ROI Metrics!

Tracking The Stealth Shopper

Note To Self

Dealers Need To Become VDP

Experts

VDP Merchandising Priorities

• First, you must understand why all new and used cars should have their own Vehicle Detail Page.

• A great VDP has at least 20+ photos, a video, pricing, and a customized description of the vehicle.

• Then we need to measure the marketing investments we are making and the VDP traffic that they generate.

• We will define a “shopper” as someone who visits at least one VDP.

Two New Terms

Cost per Shopper (CPS)

Cost per VDP View (CVV)

Adwords using Cost per VDP View

Adwords using Cost per VDP View

Adwords using Cost per VDP View

Display Campaign

Adwords using Cost per VDP View

Range: $2.62 - $75.45

Note To Self

Adwords Has Limits In Generating

Shoppers

Total Website Traffic

11,674 visits in 30

days

Cost per Shopper (CPS)

5,214 shoppers in 30 days

Note To Self

Stop Focusing On Traffic – Focus on Shopper Traffic

Third Party Classified Websites

Autotrader.com Cars.com KBB.com

Affiliates expose your inventory to in-market shoppers and you hope that this investment drives phone calls, showroom traffic, and leads.

INVENTORY MODEL INFO REVIEWS LOCATE DEALER

42%

32%

22%13%

Search inventory most-used 3rd party tool.source: Google/Compete “2011 Auto Shopper Behavior Study”

What Don’t You Like About 3rd Party Classified Website Advertising?

IRM

Live Test: Shopping For Cars

http://bit.ly/EwaldVenusFord - Autotrader Local Search

http://bit.ly/EwaldFordCarsDotCom - Cars.com Local Search

http://bit.ly/EwaldFordCarSoup - CarSoup Local Search

Your Ad

NOT Your Ad

NOT Your Ad

NOT Your Ad

NOT Your Ad

Consumer Reviews

NOT Your Ad

Consumer Reviews

NOT Your Ad

How Many Places?

Will You Get The Exclusive Lead?

JN8DR09Y31W585076

Over 15 Websites Have This Car Listed On Their Inventory Search…

200 “SERPs”:

SITE REVENUE/LEAD:

AGGREGATOR REVENUE:

RESOLD RATE:

1 LEAD

$2 - $3

$15 - $24

3 - 5 X

Judgments About Your Price

Note To Self

Inventory Syndication Is Not

Dealer Centric

Is There An Syndication Alternative?

LotLinx Network

How It Works

Consumer Clicks

They Land On Your VDP

How Does It Work?

1. Your inventory is syndicated to 130+ websites for free.

2. It Directs Consumer Clicks to Vehicle Detail Pages On Third Party Websites to the specific VDP on your website!

3. You Get Charged Per De-Duped Click by Website at $4.00 a click.

It’s Simple

1. No long term contracts

2. Online reports

3. Validated In Google Analytics

4. Direct Integration with ROI-BOT

5. Increase funds at any time

AGGREGATE – AVERAGED PER DEALER

VDP Views/Sale 15VDP-New 11

VDP-Used 22

Saved Days +3 Views -9.7 -12.2%Saved Days +6 Views -12.4 -15.6%

Monthly Units Sold 154

+ 3 (20%) 9 163+ 6 (40%) 24 178

VDP/Incremental Sale + 3 (20%) 51

+ 6 (40%) 38

ROI + 3 $1,848 9X+ 6 $3,969 12X

35 LotLinx VDP Views

$140 Per Sale

Note To Self

LotLinx Is Dealer Centric

How to Get Started

Call 732-450-8200

Ask For

Matt O’Such

LotLinx

• Are you committed to being #1 in your market?

• Are you willing to maximize your marketing investments by creating processes that increase sales?

• Will you measure marketing dollars differently in 2014?

Let’s Connect Online

Facebook: https://www.facebook.com/brianpasch

Twitter: @AutomotiveSEO

LinkedIn: www.linkedin.com/in/brianpasch

Brian Pasch, CEOPCG Companiesbrian@pcgmailer.com