The Data Revolution Part 2

Following on from part 1, The Data Revolution – The Beginning, we looked at three basic but very helpful tips to get you started in the world of Google Analytics. This covered, ‘How is your audience finding you?, ‘Which content is getting viewed most often?’ and ‘See who is on your website in Real Time’. If you missed last months DoneDeal Motor Newsletter, you can find the full article ‘Part 1’ on the DoneDeal Blog here. This month I would like to provide some useful tips on how to quantify and qualify the visitor traffic flowing through your website. After all, some dealers are assigning large amounts of their budgets to boost visitor traffic, but how can you tell if these visitors are actually the correct audience or just virtual tyre kickers? Display Strategy Re-cap Before we jump into tracking, we must take a step back slightly and look at the display strategy. I have previously spoken about this in detail, leading into the busy 162 sales period. You can find the full article on the DoneDeal Blog here. To summarise the display strategy in a couple of short sentences; Leave the big brand awareness to the car manufacturers, it is their job to change the customers brand perception by running big impact style campaigns (homepage takeovers, native advertising on motor, news, lifestyle and social media platforms) As a dealer, you must focus your marketing efforts as far down the marketing funnel as possible to ensure actual sales results and not just ‘clicks and impressions’. Strong brand and location contextual targeting will be the deciding factor in the the success of your digital marketing strategy. This is something DoneDeal (Distilled SCH) specialises in, as outlined in the 162 Sales Blog post. Once you have the above strategy rolled out, you will want to focus on a number of key factors of the display campaign. Within Google Analytics you will come to understand and love (if you happen to become a self confessed digital nerd like moi!) these key metrics including: Acquisition, Behaviour & Conversions. In the main article below, I will cover ‘Acquisition & Behaviour’ as I believe conversions deserves a whole article of it’s own, due to its’ importance. Acquisition The Acquisitions section reveals how users are getting to your site, whether through advertisements, organic or direct search or referral links from other websites. Acquisition breaks down into three further metrics on Google Analytics. Sessions This is the volume of visitors coming to your website from the media channel listed on the left hand side. The channels will be listed in rank of best performing in generating traffic. In all cases Google will be ranked as number one. This is normal organic traffic from customers directly searching for you. Hot tip: Organic Traffic should always be ranked as number 1. Yes, you can spend buckets of budget on delivering visitor traffic to your website but if those users don’t search for you on Google directly themselves, this means you are not front of mind for brand or service. Every cent you pay in advertising must be used strategically and tactically to build brand awareness, audience, traffic and customer engagement. If the customers are not returning on their own, it’s probably best to revisit the marketing strategy. % New Sessions From the percentage volume of visitors coming to your website, this metric will tell you how many of these are brand new visitors. This is extremely helpful in understanding how many new customers you are reaching with any new platforms you might be working with. New Users This simply puts a number on the percentage of New Sessions (visitors) the media channel is delivering to the website. Like organic traffic, you should always be focused on bringing new consumers onto your website. It is perfectly fine to consistently target the same media platform, once the traffic is engaging and you are always reaching a strong volume of customers, New vs Returning. Behaviour Bounce Rate Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page). If you are running display advertising on a non-related motor website or maybe social media platform, you will always see a high bounce rate. For example, if you are running ads on Facebook, you might see bounce rates as high as 80%+. This is simply because a user on Facebook might be interested in clicking on the offer/banner but it does not mean they are in the marketing funnel to purchase a new car, hence they will sharply leave the your website/offer landing page without any real engagement – virtual tyre kickers!! Page/Session Pages/Session (Average Page Depth) is the average number of pages viewed during a session allowing you to understand how many pages of the dealership website the targeted users visited, before jumping off the website. If the average is low from a particular channel, this is another key metric that either the offer landing page is not grabbing audience attention or the platform you are targeting is not providing audience traffic that is engaging with your website. Average Page Duration To quote Google “Average session duration is: total duration of all sessions (in seconds) / number of sessions. Individual session duration is calculated differently depending on whether there are engagement hits on the last page of a session”. This put simply means when you breakdown all the previous steps we just reviewed, strip out the users who ‘Bounced’ off the website, you will be able to analyse how long the remainder of the visitor traffic, actually stayed on your website. This really can vary depending on the dealerships website, promotional offer, seasonality etc. However, when working with multiple motor platforms or social media channels you will be able to quickly see which audience groups are engaging (However I must add, if this metric is showing a low time count across all channels, you are currently working in, it might be time to look at investing in a new mobile responsive website. We would always recommend discussing this further with our friends in SkupeNet.ie). To Summarise Within DoneDeal Motor, our goal is always to provide the most trusted marketplace with complete transparency for both our online users and motor dealer partners. With this in mind, please feel free to contact me directly should you have any questions in relational to anything you have read in the recent DoneDeal Motor Blog update. Please do get in touch if you are interested in learning about developing a display advertising strategy for your dealership. From campaign creation, through to bespoke contextual targeting, with 100% real tractable results, the DoneDeal Motor Team can deliver real results from your marketing investment during all busy sales period. Simon Andreucetti,  Strategic Key Account Manager E: Simon[dot]Andreucetti[@]DistilledSCH[dot]ie #analytics #Data #Motor