Digital Dealer - March 2019 - 17

Road Trip to DD26 | April 9-11, 2019 | Orlando

Featured Session:
layering these intent signals
you're able to create a more
helpful and relevant experience for potential customers.
In addition to layering
Google data onto your
marketing campaigns, you
should be using your own
customer data, like website
visits, to reach high-value
customers across Google.
For example, let's say a
user is browsing your new
SUV inventory on your
website. A few days later,
that same user goes to
YouTube to watch a recap of
last night's big game. In that
moment, your SUV ad can
appear, reminding the user
to continue his/her research
with you.
Using a combination of
Google's audience data and
your own can enable you to
get the right message to the
right customer, at the right
moment.
IMPROVE YOUR
MEASUREMENT

The final step to drive
growth through digital is to
align your marketing metrics
to business outcomes. Gone
are the days of only tracking
clicks and lead form submissions on your websites.
If you can start to connect
marketing back to tangible
business outcomes, like foot
traffic into the dealership,
you'll be able to measure
the true impact of your marketing.
In the past year, we've
made significant progress
to help connect your digital
impact to local showrooms
with store visits reporting,
a measurement solution in
Google Ads. With store vis-

its reporting, eligible dealers
can see when a user clicks
on a Search ad and then
visits a dealership within 30
days.
Park Place, a prominent
dealer group in Texas, began using store visits reporting to measure the impact
of their digital campaigns
on actual business metrics. With store visits, they
saw that one in five people
who clicked on a Search
ad ended up visiting their
dealership within 30 days.
This helped Park Place
optimize their marketing to
drive more store visits and
ultimately more sales.
To build the most comprehensive digital strategy,
these three areas work
together. As you start to
create a holistic view of your
customers, re-engage with
them throughout their purchase journey, and improve
the way you measure your
marketing, you can build a
strong foundation to drive
more vehicle sales.
Source/Notes:
(1) Google/Verto, Journey Finder,
March 2018 - July 2018, U.S.,
n=4,486 census balanced, A18+,
web-based activity
(2) Source: Bain/Google Marketing
Leaders Study, North America,
n=516 marketing and advertising
media and technology executive
decision makers. North America
Leaders (n=123) are defined using
a composite score of self-reported
revenue and market share growth,
Nov. 2017.

KYLE KEOGH currently
leads Google's Media
Sales relationships with the
Automotive Industry, working
with clients to drive sales,
improve their Brand, and
maximize product launches.

Leveraging Digital
Advertising to
Conquer Your
Market
This panel focuses on the latest initiatives
from three giants in the digital world: Google,
Facebook, & Pandora. They will cover a series
of key topics, such as metrics, tracking ROI,
targeting, video, best practices, case studies, and
applications for retailers. Google is the king of
search, Facebook owns social, and Pandora is the
leader with digital audio. Google and Facebook
have both made adjustments to their platform in
the past year and will share how to adjust to these
changes with your digital strategy. In the case of
Pandora, they are focused as a leader in digital
audio, in reaching auto intenders with speciﬁc ads,
by segment.

Takeaways:
 Understand best practices associated with
Google, Facebook, and Pandora, learn how other
dealers are leveraging search, social, video, and
digital audio to gain market dominance.
 Gain metrics for tracking ROI with Google,
Facebook, and Pandora.
 Discover new applications tied to Google,
Facebook, and Pandora.
Panelists:

PETER LETO, Head of Industry Auto Retail Sales, U.S., Google
(Pictured on right)

DENNIS JACKSON
National Director - Auto, Pandora
JESSICA ROBERTS
Industry Manager,
Retail Automotive, Facebook
Moderator: PHIL SURA,

VP of Sales, UnityWorks
Learn more about DD26 here:
www.digitaldealer.com/Conference

D I G I TA L D E A L E R . C O M

MARCH 2019

17
http://www.digitaldealer.com/Conference http://www.DIGITALDEALER.COM
Digital Dealer - March 2019

Table of Contents for the Digital Edition of Digital Dealer - March 2019
