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…

AWARENESS01

CONSIDERATION02

PREFERENCE03

ACTION04

LOYALTY05

Ivy Esquero, Global Consumer Insights, Microsoft Advertising

…TO A CONSUMER-CENTRIC JOURNEY

…with digital playing a critical role at each stage

01OPEN TO

POSSIBILITY

02DECISION TO

CHANGE

03

EVALUATING

04

SHOPPING

05

EXPERIENCING


CLARITY

CONFUSION UNCERTAINTY

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 Terrain The Car The Deal Ownership

EXPERIENCING


01 02 03 04 05

Spark interest, fuel

ideas, ignite desire


OPEN TO POSSIBILITY:

CURRENT STATE

0201 03 04 05

Stay top of mind

when life happens


DECISION TO CHANGE:

MOTIVATION

03EVALUATING: WORLDVIEW01 04 0502

Direct consumers to

the right path


EVALUATING: WORLDVIEWClarity on financing is needed early on


48%

40%

33%

Finance or expense issues

Unsure of need/considering used

Couldn't find the right car

04SHOPPING: THE TERRAIN01 0502 03

Communicate fit and link

to trusted sources


EVALUATING: WORLDVIEWConfidence in the right car is needed


40%

38%

36%

Couldn't find the right car

Finance or expense issues

Unsure of need/considering used

0401 0502 03

Arm them with

information and inspire

confidence


SHOPPING: THE CAR &

THE DEAL

EVALUATING: WORLDVIEWOne nice dealer….and everyone else


81% 42%

Dealer I bought from Other dealers I encountered

0501 02 03 04

Link validation and

advocacy


EXPERIENCING: OWNERSHIP

EVALUATING: WORLDVIEWValidation is more likely than advocacy


56%

29%

Validation Advocacy

FINDING YOUR

NEXT CUSTOMER

WITH SEARCH

ADVERTISING

Haider Rafique, Vertical Manager, Bing Ads

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


Search advertising has a significant place in the auto buying journey

CURRENT

STATE

MOTIVATION

QUESTION

WHAT’S OUT

THERE – AND

WHAT’S 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 04 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%








Consumers are spending 5+ hours each day accessing the internet

across a variety of device – at home, at work or on-the-go.

MobileAverage of 59.4 minutes

per day spent on mobile

(data subscribers)1

917M predicted

smartphone sales in 20132

TabletAverage of 20 minutes

per day spent on tablets1

172M predicted tablet

sales in 20132

PCAverage of 321.6 minutes

per day spent on both

laptops and PC1

148M predicted desktop

PC sales in 20132

Console40.1M predicted Internet

enabled video game

console sales in 20133

1. Nielsen, “The Cross Platform Report”, Q3 2012—US 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


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


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


Source: Yahoo Bing Network internal data, 2013

1 out of 10Auto queries on the Yahoo Bing Network comes from mobile


Auto queries on mobile drive better engagement

Click-Through-Rate (CTR)

PC 1.29%

Mobile 1.39%


With device targeting, we enable advertiser control… and results

PC Delivered Mobile Delivered Tablet Delivered

Mobile Mobile +Tablet

Mobile + PC + Tablet

Mobile +PC

Tablet PC +Tablet

Mobile +Tablet

Mobile +PC +Tablet

PC PC +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%


Growth in mobile Auto searches

Growth in Auto advertiser mobile search ads spend

Source: Yahoo Bing Network internal data 2013

95%

112%








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


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

Locate DetailsSave JoinOffers


Source: Yahoo Bing Network internal data 2013

Accelerating dealer contact with seamless Click-to-Call integration


Getting your ads seen

Source: Microsoft internal research, 2013

Price, make and modeltends 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


with tips for ad copy success

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








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



HOW

MICROSOFT

ADVERTISING

CAN HELP

Opportunities across

the journey


Current state Motivation The Terrain The Car The Deal OwnershipWorldview

OPEN TO POSSIBILITY DECISION TO CHANGE SHOPPING EXPERIENCINGEVALUATING

Search advertising

Search advertising has a significant role in the auto buying journey

Import you ads directly from Google AdWords using Import Campaigns

Engage with us today!

Haider Rafique: [email protected]

Tracy Northcutt: [email protected]

Bing Ads Support: 1.877.635.3561

#DD15

@bingads

www.community.bingads.microsoft.com


mailto:[email protected]

mailto:[email protected]

http://www.community.bingads.microsoft.com/

Automotive

Connect with Your Audience Along the Auto Buying Journey