What We've Learned Managing Mazda USA's Enterprise SEM Over 5 Years by Tad Miller
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Transcript of What We've Learned Managing Mazda USA's Enterprise SEM Over 5 Years by Tad Miller
5 YEARS,
30,000,000 CLICKS
#
Tad Miller
SearchMojo
@JstaTad
#SMX #32D
October 3, 2013
WHAT WE’VE LEARNED
MANAGING SEM FOR
MAZDA
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SEARCH-MOJO.COM@searchmojo
OUR HISTORY WITH MAZDA USA
• 5 Years
• 30,000,000 + Clicks
• Generated hundreds of thousands of Quote Requests
• Grew the budget over 265% in that 5 years
• Worked for 5 different agencies
THE GARAGE IS A GREAT PLACE FOR
AUTOMOTIVE PPC
• Search Mojo literally started in the room
above my Garage in 2006.
• It was in that room in 2006 we began managing Mazda USA SEO and later in 2007
that we began managing Mazda USA PPC.
WE GOT OUT OF THE HOUSE…
THE AGENCY BUREAUCRACY
THE MAZDA REVOLVING DOOR
• With attrition it’s hard to tell the players
without a program…the only consistency over
5 years was us.
We reported to all of these people over 5 years
THE PROBLEMS WITH ENTERPRISE PPC
• Serving many masters
– Internal Departments
• Legal, Marketing, Branding, IT, etc.
– External Agencies
• Lack of Communication between Silos
• Lack of Understanding of the Ad Medium
– “Media Buy” mentality
– “Push media” vs. “Pull media”
THE ENTERPRISE PPC ENEMY - HIPPOS
• They make the decisions
• Opinion/Ego based
• Not based on data or facts
Highest Paid Person’s Opinion--Avinash Kaushik
SEARCH-MOJO.COM@searchmojo
KEYS TO ENTERPRISE SEM SUCCESS
KEYS TO ENTERPRISE PPC SUCCESS –
BUILD TRUST
• Build Trust
– We earned Mazda’s trust by doing SEO for them
first
– Deliver results
– Give them data that shows them how they are
saving money
• Cost Per Conversion Savings
• Cost Per Click Reductions
• Get more clicks for the same amount of budget
• Shoot down costly “ideas” from Search Engine Reps
that don’t deliver ROI
KEYS TO ENTERPRISE PPC SUCCESS –
DON’T MAKE DECISIONS
• Take your direction from the massive amount
of customer PPC search and conversion data
at your disposal
KEYS TO ENTERPRISE PPC SUCCESS -
BEING DATA-DRIVEN
• Mazda drank the “Analytics Kool-Aid” early
– Established Key Performance Indicators (KPIs)
and surveys to see which KPIs impact purchase
– Willingly surrendered control to searchers and
customers to determine what works (more
importantly what doesn’t work)
– Had a willingness to test and accept the results
DATA GUIDED VS. DATA DRIVEN
Data Makes The Decisions
• Frequent correlation surveys
and after purchase studies
about what on-site KPIs lead
to purchase
• Massive amounts of click data
on a daily basis
• Massive amounts of sales data
• Quick sales cycle
Data Guides Decisions
• No consistent correlation
between on-site actions and
purchase
• Small scale click data
• Small scale sales data
• Long sales cycle
• Sale’s are highly dependent
on the sales person
KEYS TO ENTERPRISE PPC - FOCUS ON
THE FUNNEL
• Low Funnel Shopping KPIs for the
Ready to Buy
• Mid-Funnel KPI to get in the
consideration set
• Upper funnel KPIs – “Hey we exist”
• Hard to justify spending budget on
upper funnel keywords like
competitor trademarks when
budget is need for the ready to buy
Mazda 3 Invoice Pricing
Mazda 3 Dealers
2014 compact cars
New compact car finance offers
Compact cars
Honda Civic
THE FUNNEL MIGHTIER THAN THE HIPPO?
• Getting Buy-in on the “Funnel Strategy” is vital
• What delivers the best low funnel conversion volume?
– It gets fully funded budget
– It gets the highest bids
• The Funnel determines priority – Creates “Sacred Cows” that
HIPPOs will yield to
• Data-driven Execs want their ideas tested – but they don’t
want to jeopardize results on the best performers
KEYS TO ENTERPRISE PPC SUCCESS –
YOU DON’T WIN ARGUMENTS…
• Don’t argue with Executives or
Agencies – Let the data do the
arguing for you
• Insist on testing ideas from up
above
• Keep the results in a ready
spot…You will need them
again, and again and again…
KEYS TO ENTERPRISE PPC SUCCESS – BE
A HISTORIAN
• When you outlive all of the executives and agencies you start
over again with the replacements
• Be prepared for the same old bad
ideas. Carry the equivalent of a
Batman Utility Belt for Analytics
Reports
• You can usually stop the bad ideas in
their tracks and not get diverted from
the tactics that produce results
SEARCH-MOJO.COM@searchmojo
SITUATIONS TO PUT THE KEYS TO USE
Uhhhhh…Yeahhhh. We’re going to
need you to change a few things.
Mmm’ kay?
I’VE HEARD SOME GOOD ONES…
I want our ads to show for a search on
“Spirited”
Those keywords don’t fit with our “Brand Guidelines”
This doesn’t say Zoom-Zoom to me.
I know the conversions are great, but I just care
about Impressions
What do you mean our Quality Scores will be low advertising on
competitor trademarks?
Don’t call it a Hatchback. It’s a “5-door”.
I don’t care what it costs I want…
What do mean? Thousands of people call us “Mazada” when they search? What’s next “Mooz-Mooz-Mooz?!”
Oh Boy. Here it
Comes…
I was up late last night and searched for___________ and our ad didn’t
show…
More Emotion!
I want an AdGroup about our Flag
DEALING WITH THE “BRANDERS”
“Fun to Drive”
“The Emotion of Motion”
“Spirited”
SEARCH-MOJO.COM@searchmojo
FEELINGS
Write a 25 Character Headline That Makes Me Feel Like This:
NOW CONVEY “EMOTION” IN AD COPY!
• With Nagare as a basis for creativity and exploration, Mazda's approach
is now evolving. The underlying design philosophy for the next
generation of Mazda cars is adding the power and beauty that one
sees in the instantaneous movement of animals or humans. This is
the form displayed in the moment motion begins – for example, the
instant when a cheetah pounces on its prey, or the moment of a
sword strike in the ancient Japanese martial art of kendo. It is this
moment where accumulated force is released that contains the most
finely-honed balance of strength and streamlined beauty. It is in this
instant – which requires maximum concentration – that we feel
instantaneous power, speed, a dignified tension, a sophisticated
beauty. It is, in its way, highly seductive.
• Now put that in a 25 character headline and two 35
character description lines and SELL! SELL! SELL!
SEARCH-MOJO.COM@searchmojo
LET’S GET OUR CREATIVE PEOPLE ON
THIS PPC THING…
BRAND VS. RELEVANCE IN AD COPY
• We gave the “Branders” and “Creatives” all the rope they
wanted and tested our ads that emphasized the keyword
searched vs. ad copy that said things like:
“Rip the road a new pot hole anywhere you please”
• Our Findings: Unless creativity and cleverness is
rewarded by the searchers with higher click through
rates – which it almost universally is NOT – Relevant and
seemingly dull usually performs much better with Click
Through Rate and Conversion performance
• Tag lines don’t work
• “Zoom Zoom” is wasted space in ad copy
SEARCH-MOJO.COM@searchmojo
HOW YOU WANT TO BE SEEN AND WHO
YOU ARE…
BRAND VS. REALITY
• Sometimes what you want people to call
your product and what people actually call it
are two different things
MAZDA3 5-door Mazda 3 Hatchback
Vs.
SAVING THE HATCHBACK
• Brand managers and copy writers were
appalled that we would call the car a
“Hatchback” -– “Brand Guidelines”
• Reality: almost 2000% more search for
“Hatchback” over “5 door”
• Used the same memo twice in 5 years
to save the word usage on ads and
pages
SEARCH-MOJO.COM@searchmojo
RUN YOUR RACE, NOT SOMEONE ELSE’S
FOCUS ON THE COMPETITION
• All of my clients are obsessed with their
competitors
• Mentality – spend anything in Advertising to squash
competitors. But won’t spend a dime to improve
sites, CRO, or landing pages
• “Conquesting” – Bidding on competitor names or
product names
• Keeping “Focus on the Funnel” when budgets were
tight allowed us to maintain budget on tactics that
work better long term
SHORT TERM CONQUESTING
• We convinced the client to avoid long-term
conquesting as a tactic with data
• Then convinced them with data that a short-term
event-based conquest was a better way to get
bang for the buck with left-over media budgets
SEARCH-MOJO.COM@searchmojo
CONTACT
Tad Miller
800-939-5938 x 102
Twitter: @JstaTad
@SearchMojo
Facebook: www.facebook.com/SearchMojo
THAT’S THE
END!
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