Dane Saville

Company: Reunion Marketing

Dane Saville Blog
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Dane Saville

Reunion Marketing

Mar 3, 2020

Paid Search Vendor vs. Paid Search Partner | KPI Cafe Season 4 Episode 4

 

There are many paid search vendors in automotive retail; however, that doesn't mean they're implementing best practices. Host Dane Saville offers perspective on what differentiates a company that'd simply be your dealership's vendor versus valuing a true partnership.

If you haven't yet, you can subscribe here to never miss an insight: http://bit.ly/2lAyOMK

—— Topics Covered ——

Proper Account Architecture (0:43)

Importance of Deep Linking (1:17)

Be Conversion Focused (1:47)

Smart Retargeting (2:16)

Transparent Pricing Model (2:34)

Responsive Search Ads (3:00)

Unrivaled Customer Service (3:30)

Other Things You Should Know (3:49)

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

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Dane Saville

Reunion Marketing

Mar 3, 2020

Automotive Paid Search: You Must Plan It. (Whip sound). Plan It Good. | KPI Cafe Season 4 Episode 3

Continuing this season's look at automotive paid search, host Dane Saville takes a quick dive into the effects of poor budget planning and pacing.

If you haven't yet subscribed, you can do so here: http://bit.ly/2lAyOMK

—— Topics Covered ——

Reasons for Inactive Paid Search Campaigns (0:28)

Effects of Not Closely Monitoring Your Budget (1:04)

Other Reasons for Inactivity (1:21)

Opportunity You Have During the Last Days of the Month (1:52)

Preview for Next Week (2:18)

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

419

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Dane Saville

Reunion Marketing

Mar 3, 2020

Show Me the Metrics! Show Me the Metrics! | KPI Cafe Season 4 Episode 2

In this episode of the KPI Cafe, host Dane Saville defines some of the metrics that Reunion Marketing recommends your dealership tracks, as well as offers a bit of a warning to help you spot when an agency might be trying to pull the wool over your eyes

—— Topics Covered ——

What Is Impression Share? (0:40)

What Is Click Share? (0:48)

What Is Absolute Top Impression Share? (1:14)

What Are Total Conversions? (1:24)

What Is Cost per Lead? (1:33)

The Metric to be Wary Of (1:57)

Preview: Next Week Covers the Importance of Planning Paid Search Budgets (2:27)

—— Connect With Us ——

Website: https://www.reunionmarketing.com

Email: dane@reunionmarketing.com

Twitter: https://twitter.com/reunionmktg

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

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

572

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Dane Saville

Reunion Marketing

Mar 3, 2020

To Buy or Not to Buy. That is the Paid Search Brand Question | KPI Cafe Season 4 Episode 1

To kick off Season 4, KPI Cafe host Dane Saville addresses one of the most common questions in automotive paid search: Should I buy my brand name? This episode answers that and a whole lot more, so be prepared for a fact-packed session by getting that cup'o'joe.

—— Topics Covered ——

Why Are You Buying My Dealership’s Brand Name? (0:45)

Having Your City in Your Brand Name Is an Obstacle (1:30)

The Reason Mobile is of Particular Importance (2:57)

The Crux of the To Buy or Not to Buy Debate (3:20)

Brand Boasts the Best of These Metrics (3:56)

Let’s Get Honest About Metrics (4:22)

Preview of Next Week’s Content (5:00)

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

398

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Dane Saville

Reunion Marketing

Dec 12, 2019

Stimulate More Interest in Your New and Used Cars | KPI Cafe Season 3 Bonus 2

Host Dane Saville dives into the details for creating diverse new and used car campaigns for your dealership's paid Facebook strategy.

Don't forget to subscribe: http://bit.ly/2lAyOMK

—— Topics Covered ——

The 3 Pillars of Intelligent Social (0:30)

The 2 Challenges to Stimulate Market Interest (0:44)

The Details of Diverse Dealership Facebook Campaigns (1:13)

Preview of the Next Episodes: Retargeting Strategy (2:30)

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

579

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Dane Saville

Reunion Marketing

Dec 12, 2019

How Your Dealership Can Have Social Media Mania, Brother! | KPI Cafe Season 3 Episode 3

Host Dane Saville conjures up the power of Hulkamania to talk about a remarkable paid social media strategy that speaks to varied audiences with tailored ads and messaging.

Don't forget to subscribe: http://bit.ly/2lAyOMK

—— Topics Covered ——

How Dealership Can Stimulate More Consumers into the Shopping Funnel (0:44)

The Main Issue Many Dealers Face with Paid Social Media (1:15)

The Solution to This Issue (1:44)

How This Solution Influences to Your Retargeting (2:53)

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

515

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Dane Saville

Reunion Marketing

Dec 12, 2019

Top Performing Dealerships Using Intelligent Social | KPI Cafe Season 3 Bonus 4

Due to a technical error, we had to delete and repost the latest KPI Cafe -- but it's back!

Host Dane Saville brings back Reunion Marketing's CEO Dave Spannhake to share the results (CPC, CTR) of dealerships using the Intelligent Social approach, which is a strategy built on these three pillars: ad variety, tailored messaging, and actual inventory.

Don't forget to subscribe: http://bit.ly/2lAyOMK

—— Topics Covered ——

Aggregated Results of Dealers Using Intelligent Social (1:33)

Recap of Aggregate Results for CPC and CTR (2:18)

Top Performing Dealerships Using Intelligent Social (3:05)

Clarification of the Retargeting Strategy (5:46)

The Dual Benefits of an Intelligent Social Approach (7:06)

Comparing Intelligent Social to Common Dealership Ads (7:56)

Why We’re Sharing These Results (9:26)

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Dane Saville began his career as a Communications Specialist for a Department of Defense contractor. From there, he moved into the role of Senior Editor for a 33-store automotive group’s marketing department, where he worked among a variety of brands both in and outside of the dealerships’ retail locations. He later acquired a position at a national advertising agency and honed his copywriting and creative direction chops before co-founding Reunion Marketing.

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Dane Saville

Reunion Marketing

Nov 11, 2019

Oooooh Yeah! Let's Talk Paid Search Conversions | KPI Cafe Season 3 Episode 2

 

Host Dane Saville gets Macho to break down some of the most important questions for paid search in automotive retail. From confusion over bounce rates to conversions to quick tips, dealers will be able to ask the right questions to get the right answers.

Don't forget to subscribe: http://bit.ly/2lAyOMK

—— Topics Covered ——

What Should You Think About High Bounce Rates on Paid Search Campaigns? (1:22)

What is a Healthy Conversion Rate for Your Paid Search Ads? (3:37)

Most Effective Strategies to Help Improve a Dealer’s Paid Search Conversions (6:10)

Final Quick Tips for Paid Search Conversions (7:46)

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

536

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Dane Saville

Reunion Marketing

Nov 11, 2019

Give a Woo! for Website Conversions | KPI Cafe Season 3 Episode 1

Host Dane Saville harnesses the energy of Ric Flair to power through a discussion about website conversions, including tips and benchmarks that your dealership, no matter the size, can use.

—— Topics Covered ——

Things You’ve Done to Establish Your Dealer’s Site (0:38)

Introducing Macro-Conversion Tips (1:20)

Tip #1 About CTAs (1:27)

Tip #2 About Merchandising (2:34)

Healthy Website Conversion Rates (3:35)

Discrepancy Between Leads and Dealership Foot Traffic (4:25)

—— Connect With Us ——

Website: https://www.reunionmarketing.com

Email: dane@reunionmarketing.com

Twitter: https://twitter.com/reunionmktg

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

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

623

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Dane Saville

Reunion Marketing

Nov 11, 2019

3 Pillars to Build Your Facebook Ads: Variety, Audience, Inventory

Each month, most American consumers aren’t in the market to purchase a vehicle. When they do enter the market, their journey is dominated by a variety of digital channels – 19 touchpoints out of a total of 24 touchpoints. The legwork they put in doesn’t often yield a final choice; in fact, only 1 in 3 are certain of the specific car they want. It is, of course, important that you have SEO and SEM strategies in place to capture these low-funnel, in-market shoppers.

But if your strategy only attacks those actively looking for a vehicle, what about the consumers who haven’t entered the market?

Your dealership can stimulate interest in your actual inventory by leveraging social media. Not only can a paid Facebook ad approach powered by variety – and supplemented with smart targeting – help undecided shoppers narrow their options, it can also help push more consumers into the shopping funnel.

This does two things for you: (1) it helps people recall your ads while (2) avoiding creating ad fatigue.

AD RECALL = REACH + ATTENTION * FREQUENCY

It’s simple. You must understand audience needs and intent to create ads that capture their attention (aka brand awareness). When ads resonate, your dealership’s name – your brand – fosters a positive influence on those in-market shoppers. This is really important because the average shopper will see thousands of ads every month.

Mobile device. Radio. TV. Computer. Magazine. T-shirt.

Advertising is ubiquitous.

You need to keep your dealership top-on-mind without stepping into the dangers of ad fatigue.

AD FATIGUE (N) — THE CONDITION THAT ARISES WHEN CONSUMERS HAVE GROWN TIRED OF VIEWING THE SAME ADS

*Courtesy of The Drum

When you run only a handful of ads, your local market will see the same message over and over again, creating the very real potential of making your local buyers resent your brand. The ads become a nuisance instead of be helpful and interesting. This ultimately affects the performance of your ads and the Facebook campaigns’ return-on-investment.

CMS Wire conducted a study that showed ad fatigue can set in as soon as three days post-launch of the ad campaign. They reviewed the results of various campaigns, finding a decrease in click-through rates and an increase in costs-per-action.

You can combat this with ensuring variety of the ads’ messaging:

Audience-Specific Ad Copy

Carousel Image

Punchy CTAs

And you must — yes, must — have clear audience segmentation.

CONNECTING THE DOTS

As competitive as modern advertising has become, your dealership needs to overcome two obstacles: Ad Recall and Ad Fatigue.

The way to overcome them both is to do two things effectively:

Have unique messaging

Understand your audiences

Facebook Is Your Dealership’s Perfect Opportunity to Overcome

Remember the question posed earlier in this piece?

“What about those consumers not currently in the market?”

The answer was to stimulate interest — push that majority of shoppers not in the market into the market — using social media. Users sign into Facebook 13.8 times per day, totaling 30 minutes per day. But you cannot approach paid advertising on this platform with just a few ads running.

If you run just a few ads, you’ll not be able to hit a frequency that affords your market the proper brand awareness for recall. 

If you increase your spend to hit a greater frequency, you’ll create fatigue — unless you want to undertake changing the ads every three days and never built any statistical relevance for what works by allowing Facebook’s machine learning to make automatic adjustments based on consumer actions and inherent feedback.

So we must keep in mind the two elements necessary to overcome these obstacles when we went to “Connect the Dots” just a few moments ago.

Unique Messaging

Audiences

Facebook’s targeting offers a variety of options that help narrow the scope of shoppers. From interests and affinities to life events and page likes, there is plenty to mine and create a variety of audiences. If you want to supercharge your efforts on this platform, you can — which we offer and recommend to our dealership partners — select a data partner like Oracle. This data will help inform your decisions and dig even deeper into the wealth of data Facebook collects.

When you start digging into this data, a picture comes into focus. It shows you how sedan buyers are different from SUV buyers — and they are different than van buyers and truck buyers. They are all distinct audiences.

An Example: Say You’re a Toyota Dealership

Not only do you have SUV buyers, but you’ll also have a 4Runner buyer, a C-HR buyer, a Highlander buyer, a Land Cruiser buyer, a Rav4 buyer, and a Sequoia buyer.

Each model appeals for different reasons — but remember that only 1 in 3 buyers know the exact model they want.

That means you’ll want to hit your SUV audience with ads for each model and an ad for the entire lineup, and they’ll all have different headlines, ad copy, and inventory (your creative).

Your Toyota SUV audience will not continually see the same ad while you spend your allocated budget to achieve the right frequency. Then, as the campaign runs, Facebook’s machine learning will begin moving money to the most effective ads. 

Keep in mind that this applies to the other segments of vehicles that your dealership will carry inventory for — and your actual inventory is what will populate the creative of the ad in the form of a carousel to show different colors, trims, et cetera.

Audiences and Ads Are the Keys

This approach means that, depending on the number of models that your brand has, you could have anywhere from 20-50 ads running. None of them say the same thing or have the same exact inventory. It’s a strategy that models the same granularity that you apply in your SEO and SEM efforts to diversify your messaging and attack those low-funnel, in-market shoppers referenced at the beginning of this piece.

The crux is to understand who your shoppers are and build out a campaign and content that speaks to them as individuals, which gives you a wide swathe of ads that don’t require additional work. And, thus, you’ve set your dealership up with paid Facebook advertising that pushes more shoppers into the buying funnel that offers the proper brand awareness for Ad Recall without risking Ad Fatigue.

Dane Saville

Reunion Marketing

Public Relations and Brand Manager

Co-founder and Brand & Public Relations Manager for Reunion Marketing

1346

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