On episode five of the Think Bigger Podcast I’m being joined by Daniel Kim, Founder and CEO of Orbee, and we’re talking about the state of bot traffic and inefficient digital advertising in the automotive industry and what car dealers can do about it.

 

Listen to Episode 005

I never met a marketing manager who wasn’t concerned with the quantity of traffic that was being driven to their dealership’s website – and rightfully so. However one area that is sometimes overlooked, is the quality of that web traffic, and how it impacts our KPI’s and goals.

Listen to this episode to discover how you can inspect your website’s traffic to make sure it’s of the best quality.

Enjoy The Show!

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Big Tip of the Week: Adding Filters to Google Analytics

For our  tip of the week I’m being joined by Brook Barker, Senior Analyst right here at Launch Digital Marketing.
To stick with the theme of prioritizing quality traffic, Brook is going to show you how you can set up various filters in Google Analytics to keep out some of lower quality traffic that you don’t want count in GA.

Follow the step-by-step instructions below to get started.

Setup a Predefined IP Filter in Google Analytics

Follow these steps to create IP filters to exclude traffic from your internal networks (wired & wireless) as well as the networks of your automotive digital marketing partners who regularly visit your website.

  1. Login to your Google Analytics account.
  2. Go to the Admin section of GA.
  3. Under the View section, choose the appropriate view (remember to not place filters in your Raw/All Website Data views).
  4. Select Filters –> Create New Filter
  5. Select the Red +Add Filter Button
  6. Fill in the Following Fields:
    • Filter Name : IP Filter
    • Filter Type : Predefined
    • Select Filter Type : Exclude
    • Select Source/Destination : traffic from the IP address
    • Select Expression : that are equal to
    • Add IP Address to the field
    • Click Save

PRO TIP: Don’t know how to find your internal network’s IP address? Simply go to a device that’s connected to the desired wired or wireless network, open a web browser and search Google with the phrase What’s my IP. 

Setup a Custom Filter to Block Bot Traffic in Google Analytics

  1. Follow steps 1-5 above
  2. Fill in the following fields:
    • Filter Name: (descriptive name of traffic you are trying to block)
    • Filter Type: Custom
    • Select the Exclude Radio Button
    • Filter Field: Campaign Source
    • Filter Pattern: (name/source of bot traffic you want to exclude: i.e. GAignore)
    • Click Save

That’s all there is to it folks. If you haven’t already set up these filters in your Google Analytics, I highly recommend you do so today!

 

Big Thinker of the Week: Daniel Kim
Daniel Kim founder and CEO of Orbee

Daniel Kim, Founder & CEO of Orbee

Daniel Kim is the founder of Orbee, the automotive industry’s first and only independent digital marketing analytics company helping dealerships eliminate waste and optimize spend in their digital marketing campaign. Daniel holds an MBA from the Wharton School of Business and worked with Cox Automotive as a Bain & Company consultant to help with the integration of Kelley Blue Book, VinSolutions, vAuto and HomeNet. He regularly speaks at NADA, DrivingSales and Digital Dealer and has led multiple 20 groups in helping them improve their digital marketing strategy.

It was a pleasure interviewing Daniel for this episode of the podcast, give it a listen to discover:

  • The difference between good bots and bad bots
  • Shocking Stat of the Day: 42% of all automotive web traffic comes from bots!
  • How bots find their way to your website.
  • Which digital marketing mediums are at risk for bot traffic?
  • The curious case of email conquest marketing and bot traffic.
  • How to identify “Out-of-Towner” traffic, and why that’s bad for you.
  • How to identify “Road Runner” traffic, and why it can bad for you too.
  • Why it’s important to talk to your digital marketing providers about bots.
  • How to check your Google Analytics for bots and inefficient ad spend.

 

Bot Traffic Risk Profile

Use the risk profile chart to understand which of your marketing mediums are most susceptible to poor quality traffic.

 

Big Question of the Week
Ryan Kwasneski always helpful at Launch Digital Marketing

Ryan Kwasneski is always willing to help others and share his expertise.

Our anonymous caller is back…again…with yet another automotive digital marketing question for one of our experts to answer.

BIG QUESTION: I know everything there is to know about Bounce Rate, but for the sake of your listeners, can you explain what it is and how to understand it in Google Analytics?

Sure thing Anonymous Caller, we’d be happy to answer that question…you know…for the listeners. The good news is that I have Ryan Kwasneski, one of our amazing Account Supervisors here at Launch Digital Marketing, in the studio to give you the lowdown on bounce rate.

  • Google Analytics calculates Bounce Rate by the percentage of sessions where only one interaction on a website occurs. This means that if a person lands on your website and doesn’t take any action within 30 minutes, that visit will be counted as a bounce.
  • It’s important to understand the user behavior behind each visit that leads to a recorded bounce. Depending on the context of each session, a bounce can be categorized as either “good” or “bad”.
  • Good Bounce: User lands on your home page from their mobile device, taps to call your dealership, and then closes the browser after the phone call. This session would be considered a bounce, even though the user took a positive action on your website.
  • Bad Bounce: A user clicks on your paid search ad touting pre-owned Acura inventory, but is taken to a search results page showing only pre-owned Honda vehicles. Not seeing what they were expecting to see, the user immediately leaves your website without taking a second action.
  • Understand that depending on the Channel that brought the visitor to your website, average bounce rates will differ. Organic, Paid Search & Direct visits tend to have lower bounce rates. Sessions that originate from Display, Social & Referral channels tend to have much higher bounce rates.

The big takeaway here is that bounce doesn’t mean all that much without context. Follow Ryan’s advice to get a better understanding of the bounce rate of your dealership’s website today!

 

Stay Tuned & Help Us Spread The Word!

Do you have an automotive digital marketing question you want answered by one of our in-house subject matter experts? Tweet your question to me @JasonStum or email it to jstum@launchdigitalmarketing.com and I’ll have one of our experts get the A’s to your Q’s.

If you enjoyed this episode of the Think Bigger Podcast, it would mean the world to me if you’d head over to iTunes leave a rating, write a review and subscribe. Thank you and we’ll see you again in two weeks with a brand new episode of the Think Bigger Podcast!

Meet Jason Stum

Jason is the Director of Strategy at Launch Digital Marketing, resident blogger and host of the Think Bigger Podcast. Having previously held dealership roles in Sales, Internet Management, Business Development and Digital Marketing, Jason uses his dealership experience to help clients develop, implement and maintain effective digital marketing strategies.

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