Diving into Display: A Fresh Look at This Paid Search Tactic w/ Jessica Dee

The KPI Cafe

There's been a lot of recent discussion in automotive retail around wasted spend in paid search strategies. While there is a lot of truth to this claim, we also need to take deeper looks at different tactics within paid search that boast efficiencies and effectiveness. One tactic is the Display Ad, which is often dismissed because of claimed issues like a high bounce rate or a low lead count. Is this fundamentally true or is it possible your internal team or agency partner is not quite getting the setup or audience targeting right?
Jessica Dee, Director of Paid Search at Reunion Marketing, steps in to discuss Display: objections to, merits of, types of, methodology for, and expectations for -- the full gamut! So join us in this deep dive and see if it's time to reassess your position on Display.
Typical Objections to Leveraging Display Ads and How to Overcome (1:07)

• High Bounce Rate
• Low Lead Count
• 40,000,000 Website Opportunities
• 9-12 Different Ad Placements
• Audiences and Targeting

Setting the Context (2:35)

High-Level Overview of Display Ads (3:18)

• Visually Based

Methodology Behind What Visual Type (4:07)

• 3 Types
  • Static
  • Responsive Display
    • Rotate Information to Get Best Performance
    • Includes Video
    • 4,500 Opportunities w/ Rotation
  • Custom HMTL 5
    • Create Template
    • Inventory Feed
      • Year, Make, Model, Price Point, Actual Images
• All 3 Available Across Display Types

In-Market Display (6:45)

• Type of Audience
  • Google-Based (Signals, History)
  • 123 Unique In-Market Audiences for Automotive
    • Sales, Service, and Parts Opportunities
    • 30-60 or 60-90 Days
• $10 per Day Minimum
• As Low as $12 CPL

Competitor Display (9:57)

• No Fewer Than 5 Competitor URLs as “Audience”
• Not Cookie-Based or IP-Based
• Unique Audience Bucket
• Cross-brand or Third-Party Dealers
• Good to Leverage for Any Dealer
  • Meets All Compliance Regulations

Custom Intent Display (12:55)

• Combined Search and Display
  • Works Off Keywords
    • Use Lists
  • Pulls All Search History for Targeting
  • 75% Less CPC
  • Runs Congruently (Doesn’t Compete with Search)
  • Ideal for Conquest, Trade-In, and SubPrime
    • Competitive Bids on These Keywords (Sign of the Times)
    • Cost Savings

Smart Display Ads (16:40)

• Two Targeting Methods
• “Mid-Funnel” Campaign
• Great Lead Volume
• Feed Ad Copy: It Goes!
• Funnels to Specific User That Converts
  • Starts High-Funnel
  • Ends Low-Funnel
• Must Have the Budget
  • At Least on Front End
  • Must Find Right Audience
  • $2,000 per Month
  • Sales Match-back
    • 16 Cars on $2,000 Budget
      • California Dealer

Which Display Type Will Get Most Buy-In? (19:20)

Remarketing Display: Methodology of Audiences (20:10)

• New, Used VDPs
• SRP
• Service

How Work Intensive Is Setting Up Display Ads? (22:05)

Is There a Threshold of Spend for Display? (24:02)

Ranges of ROI Expectations with Display (25:01)

• $30 CPL Average
• Impressions
• CPC (Well Under $1 per Click)

Closing Thoughts from Jessica Dee on Display Campaigns (26:22)

• Unbounce Session: 16 Minutes
  • Filter Out Accidental Clicks

Chapter

1. Typical Objections to Leveraging Display Ads and How to Overcome (00:01:07)

2. Setting the Context (00:02:35)

3. High-Level Overview of Display Ads (00:03:18)

4. Methodology Behind What Visual Type (00:04:07)

5. In-Market Display (00:06:45)

6. Competitor Display (00:09:57)

7. Custom Intent Display (00:12:55)

8. Smart Display Ads (00:16:40)

9. Which Display Type Will Get Most Buy-In? (00:19:20)

10. Remarketing Display: Methodology of Audiences (00:20:38)

11. How Work Intensive Is Setting Up Display Ads? (00:22:05)

12. Is There a Threshold of Spend for Display? (00:24:02)

13. Ranges of ROI Expectations with Display (00:25:01)

14. Closing Thoughts from Jessica Dee on Display Campaigns (00:26:22)