Follow along on your device! - Ryan Bertollini

1. Ryan Bertollini
CDK GLOBAL
Extend your client’s ad reach
without smashing their budget
Logo here
Twitter: @RyanBertollini

2. How to reduce
AVG CPC
by combining
SEO & PPC
strategies
AKA

3. @RyanBertollini
#brightonSEO
CDK Global provides digital marketing
solutions for automobile retailers
CRM & DMS
Website Hosting
Search Marketing (PPC & SEO)

4. Auto Dealer websites are just like any
other e-commerce site
Home VSR VDP

5. Most ad
campaigns
drop shoppers
here
Home
VSR
VDP

6. @RyanBertollini
#brightonSEO
Auto Retailers will
face an estimated
increase of
25% in digital ad
spending over next
2 years

7. @RyanBertollini
#brightonSEO
US automotive sales expected to
decline 1.5%-5% in 2018
- Morgan Stanley
Potential continued decline
thru 2020

8. @RyanBertollini
#brightonSEO
As digital marketing professionals we are
expected to provide “solutions”
Competition is fierce within this space,
so why should clients give their money
to you?

9. @RyanBertollini
#brightonSEO
Exotic and Luxury
Automobile Dealer
Group
Dallas, TX

10. @RyanBertollini
#brightonSEO
Portal Website
19 rooftop
locations
3,500+ vehicles
for sale
https://www.parkplace.com

11. @RyanBertollini
#brightonSEO
The Strategy: Reduce CPC by improving
ad Quality Score for ads pointed to VSR
/VehicleSearchResults URLs
Base URL populated with dynamic content
and URL parameters dependent on filters
for Make, Model, etc

12. Ad Relevance (PPC)
Landing Page Experience (SEO & UX)
Quality Score
Both of these metrics are relative to
the strength of the destination URL

13. Optimization Variables
The more variables you can optimize
the higher probability of success
UXSEOAD

14. @RyanBertollini
#brightonSEO
Method 1:
Include campaign ad group target keyword
in destination URL meta description
> Exact Match Phrase

15. @RyanBertollini
#brightonSEO
Find a common keyword that occurs
across many campaigns or ad groups
Keyword with high amount of impressions
Highest probability of positively affecting
client’s bottom line

16. @RyanBertollini
#brightonSEO
Trial A - /VehicleSearchResults URL
“Leasing”
Leasing Campaigns for almost every
OEM client sells

17. @RyanBertollini
#brightonSEO
“leasing” keywords had more
impressions within AdWords reporting
Higher monthly search
volume in Dallas for
“lease” terms as
opposed to “leasing”
x3

18. @RyanBertollini
#brightonSEO
/VehicleSearchResults
<meta description>
Park Place offers
%VEHICLE_SEARCH_RESULTS_KEYWORDS%
cars, SUVs and exotic vehicles for sale or lease in
Dallas-Fort Worth, Plano, Arlington and Grapevine TX.
OLD
leasing

19. OEM
Ad groups
QS
before
QS
after
QS Rate
Of Change
CPC
before
CPC
after
CPC
Savings
McLaren 4.88 7.21 +47.75% $0.89 $0.75 -15.73%
Maserati 5.46 6.84 +25.27% $1.57 $1.16 -26.11%
Bentley 3.60 5.75 +59.72% $0.78 $0.47 -39.74%
Rolls Royce 6.80 6.80 +/- $1.35 $0.82 -39.26%
Volvo 3.80 6.00 +57.98% $2.57 $3.56 +38.52%
Up to 39% Savings in
“Leasing” Cost Per Clicks
Cadillac was
conquesting
for Volvo terms

20. @RyanBertollini
#brightonSEO
Competitor Conquesting
Keyword Competition Trends
Landing Page URL
COMPETITION is the constant variable

21. Trial B /ParkPlace-Careers URL
“Auto Sales Career”

22. “”Auto Sales Career”
Added exact match to meta description
Initial optimizations
yielded no
improvements
in QS or CPC

23. @RyanBertollini
#brightonSEO
PLUS
“Auto Sales Career”
“parts jobs” “repair jobs”
“sales and support positions”

24. Landing Page Experience : Increased from
Average to Above Average
Quality Score increased from 3.21 to 5.45
CPC: Decreased from $2.86 to $2.47

25. @RyanBertollini
#brightonSEO
Quality Score decreased
Landing Page Experience
Above Average to Average
CPC still decreased by 10%
No loss of impressions
Trial C /VehicleSearchResults URL
“Exotic”

26. @RyanBertollini
#brightonSEO
Method 2:
Include ad copy
in destination URL body text
> Exact Match Phrase

27. Added
“Your Love at First Drive Place”
to on-page body text for this model
(Dynamic content card)
Bolded as headline
but did not assign
an Htag
Trial A - C-Class 300 VSR URLs

28. Bolded as headline
but did not assign
an Htag
Added
“Dynamic and versatile with
capability to take you anywhere”
to dynamic on-page body text.
Trial B - Volvo XC90 VSR URLs

29. @RyanBertollini
#brightonSEO
Mercedes-Benz C-Class
CPC decreased by 8.5%
Quality Score did not change

30. @RyanBertollini
#brightonSEO
Volvo XC90
CPC decreased by 37%
Quality Score did not change

31. @RyanBertollini
#brightonSEO
CDK SEO & DAA team ran this trial on 12
other website VSR URLs
with varied OEMs and target geo markets
85% Success Rate
Reduction to CPC Metric

32. Fixed Operations - Finance & Service
“fixed ops”
@RyanBertollini
#brightonSEO
Variable Operations - Unit Sales
Most car dealers make bulk of profit margin
from fixed ops

33. @RyanBertollini
#brightonSEO
Fixed Ops Trial: /BodyWerksAbout URL
Combined Methods 1 & 2
PLUS added target keyword to URL body text
No change to QS, AR, LPE or CPC
1 instance where CPC increased
“Auto Repair” BUST!

34. Extreme competition
business entities that can
dedicate their entire
website and search
budget to fixed op
terms like “auto repair”
“oil change”

35. SUMMARY - All Trials
89%
65%
40%
Reduction to CPC
Improvement to Quality Score
Improvement to Landing
Page Experience

36. @RyanBertollini
#brightonSEO
More Trials Underway
More Trials Could Be
Performed
Fixed Ops & Structured
Data?

37. Cool SEO/PPC ideas to share?
Say “Hi”
@RyanBertollini
#brightonSEO

38. THANK YOU!