Presentation on theme: "AUTOMOTIVE OVERSTOCK LLP YOUR SEARCH ADVERTISING SOLUTION TO SELLING AGED INVENTORY."— Presentation transcript:
AUTOMOTIVE OVERSTOCK LLP YOUR SEARCH ADVERTISING SOLUTION TO SELLING AGED INVENTORY.
THE DREAM It would be dreamy if... My pay-per-click search campaigns automatically drove more interested buyers to vehicles as their inventory age increases. I could pay a lower rate for this traffic to offset the aggressive pricing required to turn these vehicles quickly. I only receive highly qualified traffic from buyers that are interested in these vehicles specifically. The longer a vehicle sits on my lot, the more eager I am to sell it.
THE SEARCH ADVERTISING CHALLENGE Obviously, it’s easier to sell a vehicle when you have a traffic flow of buyers interested in that vehicle. So... When car buyers search Google & Bing for a specific vehicle you have, you show an ad for that vehicle. Good move, but... How do you drive more interested buyers for a few specific vehicles that you’re extra eager to sell? Images Over Here
OVERSTOCK AD STRATEGIES The Typical Method: Bid higher for keywords associated with that vehicle. (i.e. pay a higher rate to increase volume.) Example Scenario: A used Hyundai Sonata has been in inventory for 32 days, and I want to sell it fast. I was paying $2 CPC on keywords associated with ‘Hyundai Sonata’. Now I will pay a $3 CPC to get a higher ad position and drive more interested traffic to this specific vehicle. This strategy works! Keep doing it... If you can keep up with the bidding adjustments necessary to respond to the changing inventory. Graphic of Sonata ad getting a higher position in search results.
A BETTER WAY 1.You specify the criteria of vehicles you want to sell quickly. (e.g. vehicle age > 30 days) 2.We advertise only those specific vehicles matching this filter criteria on Google & Bing, and we automatically update this list every day. 3.We pre-qualify the search traffic to ensure the buyer likes the color, trim, mileage, etc. before sending the traffic to your website. (We create a sense of urgency too. This deal won’t be around much longer.) 4.You pay the same or lower rate for this pay-per-click search traffic than you would have had to pay to Google directly.
A DREAM COME TRUE Automotive Overstock LLP provides an easy-to-implement extension of your Pay-Per-Click search advertising campaigns designed to rapidly promote and sell your distressed inventory. You Define Budget “I want to devote up to $500 of my used car ad budget to promote vehicles with age > 30 days.” You Define Pricing “I want to pay $2 CPC for this traffic.” We Deliver The Results Automotive Overstock drives prequalified search traffic to exactly the right vehicles at the CPC rate you defined.
EXISTING SEARCH CAMPAIGNS Since we are advertising your vehicles under our domain, there will be no interference with existing search campaigns. Consider explaining the shelf-space strategy. Even better, there is no additional campaign management effort required.
HOW TO GET STARTED Yeah, how will they get started? How the hell are we going to get their inventory data without making it difficult or costly? This would be step 1. How are we going to setup I/Os and billing? This would be step 2. Reporting will probably be step 3. Might consider adding a step to tag traffic for analytics reporting.
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