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Connect with Your Audience Along the AUTO BUYING Journey

Connect with Your Audience Along the AUTO BUYING Journey. As told by: Ivy Esquero / Haider Rafique. TRANSFORMING FROM THE TRADITIONAL SALES FUNNEL…. 01. AWARENESS. 02. CONSIDERATION. 03. PREFERENCE. 04. ACTION. 05. LOYALTY.

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Connect with Your Audience Along the AUTO BUYING Journey

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  1. Connect with Your Audience Along the AUTO BUYING Journey As told by: Ivy Esquero / Haider Rafique

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

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

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

  5. 01 OPEN TO POSSIBILITY: CURRENT STATE 02 03 04 05 Spark interest, fuel ideas, ignite desire Ivy Esquero, Global Consumer Insights, Microsoft Advertising

  6. 01 03 04 05 02 DECISION TO CHANGE: MOTIVATION Stay top of mind when life happens Ivy Esquero, Global Consumer Insights, Microsoft Advertising

  7. 01 02 04 05 03 EVALUATING: WORLDVIEW 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. 01 02 03 05 04 SHOPPING: THE TERRAIN 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. SHOPPING: THE CAR & THE DEAL 01 02 03 05 04 Arm them with information and inspire confidence Ivy Esquero, Global Consumer Insights, Microsoft Advertising

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

  13. 01 02 03 04 05 EXPERIENCING: OWNERSHIP Link validation and advocacy Ivy Esquero, Global Consumer Insights, Microsoft Advertising

  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. Today’s Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Today’s 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 05 04 04 04 HUNT & DEAL OWNERSHIP COMPARE CURRENT STATE MOTIVATION WORLDVIEW ELIMINATE ROLES INVESTIGATION & ENRICHMENT ROLES INVESTIGATION & ENRICHMENT ROLES INVESTIGATION & ENRICHMENT ROLES ENRICHMENT & DISCOVERY ROLES ENRICHMENT & DISCOVERY 53% 03 51% THE FIRST TWO STAGES IN THE AUTO BUYING JOURNEY ARE HEAVILY INFLUENCED BY INDIVIDUAL EXPERIENCE SO WE FOCUS ON SEARCH IN THE LAST THREE STAGES. 48% 01 39% 37% QUESTION WHICH OF THSE BRANDS/ MODELS WILL REALLY FIT ME? QUESTION HOW DO I GET THE MOST OUT OF MY NEW CAR [& ENSURE IT WAS THE RIGHT DECISION] QUESTION WHAT’S OUT THERE – AND WHAT’S NEW QUESTION WHICH OF THE BRANDS THAT FIT ME SHOULD I PICK? QUESTION WHERE CAN I GET THE BEST DEAL ON THE CAR I WANT? Haider Rafique, Vertical Manager, Bing Ads 02

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

  19. Nielsen, “The Cross Platform Report”, Q3 2012—US eMarketer Global Statistics, Smart Connected Device Shipments Worldwide, International Data Corporation (IDC), "Worldwide Quarterly Smart Connected Device Tracker“, Dec 2012; Global Data Informa Telecoms and Media, “The Future of TV: Strategies for becoming connected, social and in the cloud”, March 29, 2012 Consumers are spending 5+ hours each day accessing the internet across a variety of device – at home, at work or on-the-go. PC Average of 321.6 minutes per day spent on both laptops and PC1 148M predicted desktop PC sales in 20132 Console 40.1M predicted Internet enabled video game console sales in 20133 Mobile Average of 59.4 minutes per day spent on mobile (data subscribers)1 917M predicted smartphone sales in 20132 Tablet Average of 20 minutes per day spent on tablets1 172M predicted tablet sales in 20132 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 anddrive higher ROI Haider Rafique, Vertical Manager, Bing Ads

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

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

  23. Auto queries on mobile drive better engagement Click-Through-Rate (CTR) PC1.29% Mobile 1.39% Haider Rafique, Vertical Manager, Bing Ads

  24. With device targeting, we enable advertiser control… and results PC Delivered Mobile Delivered Tablet Delivered 2.96% 1.54% 3.57% 2.48% 1.50% 3.3% 1.83% 1.01% 2.86% 1.11% 0.34% 1.53% Mobile + Tablet PC PC + Tablet Mobile + PC + Tablet Mobile + PC Mobile + PC + Tablet Mobile Mobile + Tablet Mobile + PC + Tablet Mobile + PC Tablet PC + Tablet 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. Today’s Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Today’s 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 Source: Yahoo Bing Network internal data 2013 • 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 Sitelinksto your mobile search ads on smartphones Save Offers Locate Join Haider Rafique, Vertical Manager, Bing Ads Details

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

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

  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 Sitelinksat launch, Location Extensions and Call Extensions shortly after • Use of Ad Axtensionsimproves ad experience and probability for ad selection Haider Rafique, Vertical Manager, Bing Ads

  32. Today’s Discussion The Role of Search Advertising in the Autos Buying Journey Reaching Today’s Engaged, Connected Audience Engaging Them with Effective Ads YourAutoDealerAdvertisingChecklist Haider Rafique, Vertical Manager, Bing Ads

  33. Auto dealer advertising checklist • Define your digital advertising strategy Focus on delighting potential customers along their auto buying journey • Update your website and build a mobile siteOptimize for conversions • Invest in search advertising on all search platforms • Reach consumers ready to buy • Create device-specific search campaignsOptimize performance with smartphone search campaigns • Leverage marquee search ad formats to drive conversionsBenchmark against the competition • Test your ad copy • Use our research as a guide for kicking off testing • Find a digital marketing agency to helpOutsourcing is sometimes an investment worth making Haider Rafique, Vertical Manager, Bing Ads

  34. HOW MICROSOFT ADVERTISING CAN HELP Opportunities across the journey Haider Rafique, Vertical Manager, Bing Ads

  35. Search advertising has a significant role in the auto buying journey OPEN TO POSSIBILITY DECISION TO CHANGE EVALUATING SHOPPING EXPERIENCING Current state Motivation Worldview The Terrain The Car The Deal Ownership Search advertising Haider Rafique, Vertical Manager, Bing Ads

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

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