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LotLinx Advertising Helps Car Dealers Sell Cars Faster

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http://www.pcgdigitalmarketing.com/lotlinx/ Learn why LotLinx is helping dealers to sell cars faster, increasing turn and profits. LotLinx sends SHOPPERS just not TRAFFIC to dealership websites. Call PCG for a live demo 732-450-8200

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Page 1: LotLinx Advertising Helps Car Dealers Sell Cars Faster

Brian PaschCEO of PCG Consulting

[email protected]

www.PCGConsulting.comTwitter  @AutomotiveSEOfacebook.com/BrianPasch 

Opportunities For Dealers

Driving More Shoppers To Your Website

Introducing LotLinx

Page 2: LotLinx Advertising Helps Car Dealers Sell Cars Faster

CUSTOMERCONTACT

CUSTOMERSATISFACTION COSTSREVENUE

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

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The Internet has made us allAMAZINGLY

“SELF DIRECTED”

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we have moreACCESS AND CONTROL

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...and we areFRUSTRATED AND

DISSATISFIEDwhen what we want isn't

A CLICK AWAY

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WHAT IS SHOPPING SEARCH?

HOW DO I MAKE IT WORK FOR ME?

WHY DOES IT MATTER?

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75 MILLIONINVENTORY SEARCHES

FROM BUYERS WHO WILL

BUY THIS MONTH

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Find and Click

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Discovery

Research

Shopping

PURCHASE

3rd Party Sites

“Vertical Search Sites”

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Discovery

Research

Shopping

DealerVisit

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Google Cars Program

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Note To Self

Shoppers Look at VDP’s

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The New Digital Customer

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

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SEM

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SEO

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VIDEOSEO

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IRM

3 “Review” Sites on Google Page 1

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DISPLAYADS

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RETARGETING

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PROMOTEDVIDEO

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VIDEOPRE-ROLL

Ability The Skip

30 sec BEFORE

Video

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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

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Facebook Sidebar Ads

Multiple Targeting

Options inside Facebook

Retargeting Outside of Facebook

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Facebook News Feed Ads

Look at the Screen Space Taken Up

By The Facebook Ads!

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Pandora Mobile Display Ads

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Promoted Tweets

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Note To Self

Every Marketing “Channel” Claims To Sell You More

Cars

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How Should I Prioritize All The Opportunities?

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

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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”

Page 46: LotLinx Advertising Helps Car Dealers Sell Cars Faster

Consumer Prefer Stealth in US

70%

30%

Sales

Walkin Leads/Appts

CALLS, CHATS, LEADS

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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

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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!

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Back To The Online Shoppers

70%

30%

Sales

Walkin Leads/Appts

Your Entire Marketing Budget Needs ROI Metrics!

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Tracking The Stealth Shopper

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Note To Self

Dealers Need To Become VDP

Experts

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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.

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Two New Terms

Cost per Shopper (CPS)

Cost per VDP View (CVV)

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Adwords using Cost per VDP View

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Adwords using Cost per VDP View

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Adwords using Cost per VDP View

Display Campaign

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Adwords using Cost per VDP View

Range: $2.62 - $75.45

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Note To Self

Adwords Has Limits In Generating

Shoppers

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Total Website Traffic

11,674 visits in 30

days

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Cost per Shopper (CPS)

5,214 shoppers in 30 days

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Note To Self

Stop Focusing On Traffic – Focus on Shopper Traffic

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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.

Page 65: LotLinx Advertising Helps Car Dealers Sell Cars Faster

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”

Page 66: LotLinx Advertising Helps Car Dealers Sell Cars Faster

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

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IRM

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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

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Your Ad

NOT Your Ad

NOT Your Ad

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NOT Your Ad

NOT Your Ad

Consumer Reviews

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NOT Your Ad

Consumer Reviews

NOT Your Ad

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How Many Places?

Will You Get The Exclusive Lead?

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JN8DR09Y31W585076

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

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200 “SERPs”:

SITE REVENUE/LEAD:

AGGREGATOR REVENUE:

RESOLD RATE:

1 LEAD

$2 - $3

$15 - $24

3 - 5 X

Page 81: LotLinx Advertising Helps Car Dealers Sell Cars Faster

Judgments About Your Price

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Note To Self

Inventory Syndication Is Not

Dealer Centric

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Is There An Syndication Alternative?

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LotLinx Network

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How It Works

Consumer Clicks

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They Land On Your VDP

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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.

Page 89: LotLinx Advertising Helps Car Dealers Sell Cars Faster

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

Page 90: LotLinx Advertising Helps Car Dealers Sell Cars Faster

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

Page 91: LotLinx Advertising Helps Car Dealers Sell Cars Faster

35 LotLinx VDP Views

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$140 Per Sale

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Note To Self

LotLinx Is Dealer Centric

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How to Get Started

Call 732-450-8200

Ask For

Matt O’Such

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LotLinx

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• 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?

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Let’s Connect Online

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

Twitter: @AutomotiveSEO

LinkedIn: www.linkedin.com/in/brianpasch

Brian Pasch, CEOPCG [email protected]

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