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CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY As told by: Ivy Esquero / Haider Rafique.

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Presentation on theme: "CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY As told by: Ivy Esquero / Haider Rafique."— Presentation transcript:

1 CONNECT WITH YOUR AUDIENCE ALONG THE AUTO BUYING JOURNEY As told by: Ivy Esquero / Haider Rafique

2 TRANSFORMING FROM THE TRADITIONAL SALES FUNNEL… AWARENESS 01 CONSIDERATION 02 PREFERENCE 03 ACTION 04 LOYALTY 05 Ivy Esquero, Global Consumer Insights, Microsoft Advertising

3 …TO A CONSUMER-CENTRIC JOURNEY …with digital playing a critical role at each stage 01 OPEN TO POSSIBILITY 02 DECISION TO CHANGE 03 EVALUATING 04 SHOPPING 05 EXPERIENCIN G Ivy Esquero, Global Consumer Insights, Microsoft Advertising

4 CLARITY CONFUSIONUNCERTAINTY CONFIDENCE A subconscious idea about cars An event or shift that prompts action Establishing facts, setting boundaries Focusing on the one 100% preparation, 0% perspiration Oh, what a relief!Initial investigations OPEN TO POSSIBILITY Current state DECISION TO CHANGE Motivation EVALUATING Worldview SHOPPING The TerrainThe CarThe DealOwnership EXPERIENCING Ivy Esquero, Global Consumer Insights, Microsoft Advertising

5 01 02030405 Spark interest, fuel ideas, ignite desire Ivy Esquero, Global Consumer Insights, Microsoft Advertising OPEN TO POSSIBILITY: CURRENT STATE

6 02 01030405 Stay top of mind when life happens Ivy Esquero, Global Consumer Insights, Microsoft Advertising DECISION TO CHANGE: MOTIVATION

7 03 EVALUATING: WORLDVIEW 01040502 Direct consumers to the right path Ivy Esquero, Global Consumer Insights, Microsoft Advertising

8 EVALUATING: WORLDVIEW Clarity on financing is needed early on Ivy Esquero, Global Consumer Insights, Microsoft Advertising

9 04 SHOPPING: THE TERRAIN 01050203 Communicate fit and link to trusted sources Ivy Esquero, Global Consumer Insights, Microsoft Advertising

10 EVALUATING: WORLDVIEW Confidence in the right car is needed Ivy Esquero, Global Consumer Insights, Microsoft Advertising

11 04 01050203 Arm them with information and inspire confidence Ivy Esquero, Global Consumer Insights, Microsoft Advertising SHOPPING: THE CAR & THE DEAL

12 EVALUATING: WORLDVIEW One nice dealer….and everyone else Ivy Esquero, Global Consumer Insights, Microsoft Advertising 81%42% Dealer I bought fromOther dealers I encountered

13 05 01020304 Link validation and advocacy Ivy Esquero, Global Consumer Insights, Microsoft Advertising EXPERIENCING: OWNERSHIP

14 EVALUATING: WORLDVIEW Validation is more likely than advocacy Ivy Esquero, Global Consumer Insights, Microsoft Advertising

15 FINDING YOUR NEXT CUSTOMER WITH SEARCH ADVERTISING Haider Rafique, Vertical Manager, Bing Ads

16 Todays Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Todays Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads

17 Search advertising has a significant place in the auto buying journey CURRENT STATE MOTIVATION QUESTION WHATS OUT THERE – AND WHATS NEW ROLES INVESTIGATION & ENRICHMENT WORLDVIEW QUESTION WHICH OF THSE BRANDS/ MODELS WILL REALLY FIT ME? ROLES INVESTIGATION & ENRICHMENT ELIMINATE QUESTION WHICH OF THE BRANDS THAT FIT ME SHOULD I PICK? ROLES INVESTIGATION & ENRICHMENT COMPARE QUESTION WHERE CAN I GET THE BEST DEAL ON THE CAR I WANT? ROLES ENRICHMENT & DISCOVERY HUNT & DEAL 01 02 03 04 51% 53% 48%37% QUESTION HOW DO I GET THE MOST OUT OF MY NEW CAR [& ENSURE IT WAS THE RIGHT DECISION] ROLES ENRICHMENT & DISCOVERY OWNERSHIP 05 39% Haider Rafique, Vertical Manager, Bing Ads

18 Todays Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Todays Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads

19 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 2013 2 Tablet Average of 20 minutes per day spent on tablets 1 172M predicted tablet sales in 2013 2 PC Average of 321.6 minutes per day spent on both laptops and PC 1 148M predicted desktop PC sales in 2013 2 Console 40.1M predicted Internet enabled video game console sales in 2013 3 1. Nielsen, The Cross Platform Report, Q3 2012US 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

20 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

21 Target ads appear when consumers are searching around a specific geographic area 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 Further refining Radius Targeting Location targeting with search query intent Haider Rafique, Vertical Manager, Bing Ads

22 Source: Yahoo Bing Network internal data, 2013 1 out of 10 Auto queries on the Yahoo Bing Network comes from mobile Haider Rafique, Vertical Manager, Bing Ads

23 Auto queries on mobile drive better engagement Click-Through-Rate (CTR) PC 1.29% Mobile 1.39% Haider Rafique, Vertical Manager, Bing Ads

24 With device targeting, we enable advertiser control… and results PC DeliveredMobile DeliveredTablet Delivered MobileMobile + Tablet Mobile + PC + Tablet Mobile + PC TabletPC + Tablet Mobile + Tablet Mobile + PC + Tablet PCPC + Tablet Mobile + PC + Tablet Mobile + PC 1.54% 1.50% 1.01% 0.34% 3.57% 3.3% 2.86% 1.53% 2.96% 2.48% 1.83% 1.11% Haider Rafique, Vertical Manager, Bing Ads

25 Growth in mobile Auto searches Growth in Auto advertiser mobile search ads spend Source: Yahoo Bing Network internal data 2013 95% 112% Haider Rafique, Vertical Manager, Bing Ads

26 Todays Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Todays Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads

27 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

28 Sitelink Extensions gives your ad increased clicks and more dynamic offerings For mobile consumers, it is all about taking immediate actions in real-time and on-the- go. 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 LocateDetailsSaveJoinOffers Haider Rafique, Vertical Manager, Bing Ads Source: Yahoo Bing Network internal data 2013

29 Accelerating dealer contact with seamless Click-to-Call integration Haider Rafique, Vertical Manager, Bing Ads

30 Getting your ads seen Source: Microsoft internal research, 2013 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 Haider Rafique, Vertical Manager, Bing Ads with tips for ad copy success

31 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

32 Todays Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Todays Engaged, Connected Audience Engaging Them with Effective Ads Your Auto Dealer Advertising Checklist Haider Rafique, Vertical Manager, Bing Ads

33 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 Auto dealer advertising checklist Haider Rafique, Vertical Manager, Bing Ads

34 HOW MICROSOFT ADVERTISING CAN HELP Opportunities across the journey

35 Haider Rafique, Vertical Manager, Bing Ads Current stateMotivationThe TerrainThe CarThe DealOwnershipWorldview OPEN TO POSSIBILITYDECISION TO CHANGESHOPPINGEXPERIENCINGEVALUATING Search advertising Search advertising has a significant role in the auto buying journey

36 Import you ads directly from Google AdWords using Import Campaigns Engage with us today! Haider Rafique: hrafique@microsoft.comhrafique@microsoft.com Tracy Northcutt: tranor@microsoft.comtranor@microsoft.com Bing Ads Support: 1.877.635.3561 #DD15 @bingad s www.community.bingads.microsoft.com Haider Rafique, Vertical Manager, Bing Ads


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