1. Robert Donovan I DOM360 I CEO I Robert@DOM360.com
Insights from Google and DOM360
4 Strategies to Solve Your Sales Efficiency Problems
Robert Donovan I DOM I CEO I
Tannis McKenna I Google I Agency Development Manager I

2. Drive VDP engagement to increase leads Raise overall sales efficiency
Agenda
Drive VDP engagement to increase leads
Raise overall sales efficiency
Identify and fix model sales efficiency
The meeting of all meetings
Questions

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4. VDP views up but leads are down
Problem #1
VDP views up but leads are down

5. Many different reasons why:
Problem #1
Many different reasons why:
Not attracting quality traffic
VDP has too many options
Too much or too little information provided
URL structure

6. Problem #1 Solutions Heat mapping and In Page Analytics
Learn where your customers are clicking
Optimize areas of less traffic or delete

7. Problem #1 Solutions
Page Layout

8. Problem #1 Solutions URL Structure
Work with your provider to adjust your VDP URL structure
Year Make Model City State
VIN number or stock number
Correct folder structure

9. Problem #1 Solutions Analytics KPIs to watch:
Time on page: If a visitor is only spending seconds on the page, they didn't intend to land there and not interested.
Bounce rate: Bounce rate indicates nothing what the customer was expecting and just left the site all together.
Entrances: Indicates ad performance and/or SEO ranking.
Page views: If a vehicle has high page views and not sold, consider remerchandising the VDP. It’s getting traffic, but why are customers turning away?

10. Problem #1 Solutions
Conduct an ad review: AD Content

11. Problem #1 Solutions Conduct an ad review: AD Placements
Understanding your ad placements, especially on Display and Remarketing, will let you optimize your campaign for sites that outperform others.
Find your placements in AdWords

12. Problem #1 Solutions Conduct an ad review: AD Performance
Analyze campaigns in Analytics and AdWords for a full understanding of performance.

13. Problem #1 Solutions Buyer Beware: Cost per VDP
Don’t forget to check all the KPIs:
Just because a source (paid or organic) drives a lot of VDP views and shows lots of sessions and justifies cost by view, be sure to check your analytics.
Has your bounce rate jumped up?
Has time on site dropped?

14. Overall Dealership Sales Efficiency
Problem #2
Overall Dealership Sales Efficiency

15. What does the customer see?
Problem #2 Solutions
What does the customer see?

16. Problem #2 Solutions

17. Website Comparison: Homepage
Problem #2 Solutions
Website Comparison: Homepage
What does the customer see on your website vs your competitor’s website?
Do you have a monthly merchandising analysis to compare homepage offers?
Are you showing a variety of offers to optimize for all customers?

18. Website Comparison: Inventory
Problem #2 Solutions
Website Comparison: Inventory
Complete an inventory matrix
Dealership
Top Seller
Dealer 1
30 in stock
45 in stock
75 in stock
Dealer 2
50 in stock
40 in stock
60 in stock
Dealer 3
80 in stock
90 in stock
What do your listings page look like compared to your competitors?
Is a top seller listed first?
Clean listings page without too much clutter?
Conversion opportunities at the forefront?

19. Use Your Data Problem #2 Solutions
Compare Pump In and Pump Out to identify dealers outperforming
Cross Sell Matrix to see a dealer by dealer comparison

20. Use Your Tools Problem #2 Solutions
Campaign Performance Auction Insights Report Search Terms Report will all help with identifying your performance vs your competition.

21. Problem #2 Solutions
Use Your Tools
Ad Preview Tool

22. Update Your Ads Problem #2 Solutions
Update your ad groups and ads to showcase strong messaging.
Highlight your why buy messaging in the ad copy or site links
Maximize the space with Expanded Text Ads with more characters

23. Most SEM companies write generic ads,
Problem #2 Solutions
Update Your Ads
Most SEM companies write generic ads,
GET CREATIVE!

24. Sales Efficiency by Model
Problem #3
Sales Efficiency by Model

25. Problem #3

26. Model Efficiency Problem #3 Solutions
Competitive Model Model Efficiency
Identify outpacing models
Sales Efficiency by Segment to identify models to conquest

27. Conquest Content Problem #3 Solutions
Build content around conquest vehicles to boost SEO and organic ranking
Build comparison videos- huge opportunity here and promote these videos!
Write a blog and share on social media

28. Problem #3 Solutions

29. Conquest Campaigns Problem #3 Solutions Conquest Model Campaigns
New model top seller ad groups
Landing pages to build quality and relevance
Add why buys to drive value
RLSA Campaigns
Limit audience to remarketing
Builds ads directly to those that have seen your offers
Combat competitive brand search by driving them back to your site

30. The Meeting of All Meetings
Problem #4
The Meeting of All Meetings

31. Problem #4 Solution
Team Members: Ad Agency, District Manager, Consultants and Dealership Management
Google AdWords and Keyword Planner
Analytics Data
Urban Science Market Master Reports and Sales Reports

32. Solutions Understand the KPIs that drive leads and engagement
Know the ongoing sales efficiency for the store and opportunities to improve
Identify competitors and off-brand vehicle sales performance
Bring all partners to the table quarterly to drive overall dealership success

33. Questions?

34. Contact Info
Contact Info
Full Name: Robert Donovan
Company: DOM360
Job Title: CEO
Full Name: Tannis McKenna
Company: Google
Job Title: Agency Development Manager
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