Online Advertising Solutions Ralph Paglia Director - Digital Marketing OEM & National Accounts Cell:...

OnlineAdvertising Solutions

Ralph PagliaDirector - Digital MarketingOEM & National AccountsCell: (505) [email protected]

ADP Digital Marketing Team

Online Advertising Campaign Development & Management Solutions for Car Dealers

Digital Advertising Solutions from ADP Dealer Services

Expanding the portfolio of business development tools that Dealers have available to them from the ADP Digital Marketing team. Designed for Dealers who want to promote their business using proven, powerful, measurable and interactive web based advertising strategies and delivery tactics…

© 2006 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.

Branding and Buying 2.0

Digital AdvertisingPresented by:

Charlie Vogelheim Vice President

Automotive Development

“ThinkDigital07” ConferenceSilverado Resort, Napa, CA

May 31, 2007

Selected Slides


Intent to Purchase

Within a month, 9%

Over a year, 17%

Not in the Market Just Looking,

45%

Within 7-12 months, 13%



Manufacturer Sites – 41%

Independent Sites – 52%

It’s not just about pushing visitors to the dealershipHalf of automotive web site visitors are “just looking” …reviewing/exploring the brand for fit


%Add/Drop on OEM Site by Time

21%

16%19% 20%

37%

30%

37%34%

43%

31%

0%

10%

20%

30%

40%

50%

Over a year Within 7-12 months Within 4-6 months Within 1-3 months Within a month

% Add at OEM Site

% Drop at OEM Site

More vehicles are added to the customer’s selection criteria earlier in the shopping process and while on OEM sites

%Add/Drop on Independent Site by Time

26%

28%26%

20%23%

27%

21%19%18%

13%

0%

10%

20%

30%

40%

50%

Over a year Within 7-12 months Within 4-6 months Within 1-3 months Within a month

% Add at Ind Site

% Drop at Ind Site

2006 Online Cross-Shopping Study


Upper-Funnel marketing on the Internet

• Nearly 90% of new-vehicle buyers have access to the Internet – And they use it to learn about vehicles and dealers

• Internet advertising presents a valuable opportunity for dealers to reach their target effectively and efficiently

• Proliferation of sites for advertising may make choosing seem difficult, but the potential for finding a receptive audience is high through proper site targeting

• As more dollars are put into online advertising, it becomes even more important to use those dollars wisely

• The vehicle and dealer consideration set is built well before active shopping begins… Long before a lead is submitted


Branding to be at the top of shoppers’ consideration sets is extremely important, as is in-market advertising

Source: 2006 New Autoshopper.com Study

Brand Site is the First Site Visited

Brand Site is Visited, But Not First

Brand Site Not Visitedby AIUs

Chevrolet 64% 26% 2%Dodge 79% 22% 1%Ford 62% 19% 1%Honda 72% 29% 2%Nissan 69% 26% 1%Toyota 67% 30% 2%

Based to AIUs not adding/replacing the same brand

Brand Market Share by Visitation to Brand's Site - Non-Premium


Demographic targeting alone can miss the mark

18 - 34 18 - 34 Years OldYears Old

(66,000,000)(66,000,000)

Compact CUV Buyers ~.5% of Total

Adult Population

Only 0.3% of 18-34 will buy a Compact CUV in a given year

Total US Adult Population209,000,000

Source: Population figures from 2000 summary file 3 U.S. Census Data

Targeting by Age can Misrepresent Your True Audience


The Media that delivered last year’s prospects will, by and large, deliver next year’s buyers.

Logic of the Direct match between media usage and product behavior or attitudes:

As established in academic research


Online Media Studies provides a targeting tools to address awareness and avoidance issues

Avoider StudyAvoider StudyAvoider StudyAvoider Study

Escaped ShopperEscaped ShopperEscaped ShopperEscaped Shopper

Awareness Branding

ConsiderationConsiderationStyling

Product Education

ImagePerception

DealershipDealership

Affordability

Reputation

PurchasePurchasePurchasePurchase

Online Media Study Online Media Study Provides Efficient Provides Efficient

PlacementPlacement

Online Media Study Online Media Study Provides Efficient Provides Efficient

PlacementPlacement

New Autoshopper.com New Autoshopper.com Provides Efficient Placement; Provides Efficient Placement;

Web Site Evaluation Study Web Site Evaluation Study Provides ContentProvides Content

New Autoshopper.com New Autoshopper.com Provides Efficient Placement; Provides Efficient Placement;

Web Site Evaluation Study Web Site Evaluation Study Provides ContentProvides Content

Convenience+Prices+Selection


Even the best-selling Camry that literally defines the segment is only considered among 35% of Midsize buyers

% Aware But Did Not

Consider58%

% Consider35%

% Unaware7%

Awareness rates from 2006 Avoider Study; Consideration rates from 2006 Escaped Shopper Study (ESS).

Camry Consideration among Midsize Conventional Buyers

Change Perceptions

Increase Awareness


Calculate what dealers are really paying for their true target audience - example

Universe Reach

Unique Audience

% Reach NVB

Monthy NVB Traffic

% of Traffic that is NVB CPM NVB CPM

myspace 18.5% 38,359,000 9.6% 83,045 0.2% $10 $4,619

MSN (general) 43.0% 89,235,000 34.6% 299,704 0.3% $10 $2,977

AOL (general and search) 29.2% 60,731,000 25.3% 219,279 0.4% $10 $2,770

edmunds.com 1.9% 3,955,000 12.3% 106,089 2.7% $30 $1,118

Yahoo! (general and search) 49.7% 103,139,000 72.3% 626,473 0.6% $5 $823

ESPN 7.0% 14,496,000 30.0% 260,258 1.8% $10 $557

MSNGames 0.9% 1,794,000 4.7% 40,905 2.3% $10 $439

travelocity 5.4% 11,177,000 35.4% 306,330 2.7% $10 $365

AOLtravel 1.2% 2,437,000 7.8% 67,207 2.8% $10 $363

ABC.com 2.3% 4,750,000 16.5% 143,311 3.0% $10 $331

priceline.com 2.8% 5,764,000 20.3% 175,445 3.0% $10 $329

AOL(NewsWebsite) 2.5% 5,096,000 18.2% 157,349 3.1% $10 $324

Lifetime 0.8% 1,623,000 6.2% 53,716 3.3% $10 $302

TheWallStreetJournal 1.7% 3,547,000 13.7% 118,919 3.4% $10 $298

WebMD 3.1% 6,426,000 27.1% 235,136 3.7% $10 $273

MSNTravelCentral 0.6% 1,182,000 6.5% 56,330 4.8% $10 $210

BusinessWeek 0.7% 1,499,000 8.9% 76,744 5.1% $10 $195

NetRatings Data OMS data

Source: 2006 J.D. Power and Associates Online Media Study W2; Netratings April 2006 Data

This is what youare paying for

This is what youcare about

Know what youare paying for


Targeting Ads into small specialized sites provides excellent value by Serving Up a Dealer’s best prospects at a Low CPM

Net Ratings

Monthly Unique Audience

% Reach Target

Audience

Unique Monthly Target

Audience% of Traffic That is Target Audience CPM Total Cost

Yahoo! (search and general) 103,139,000 74.2% 69,222 0.067% $5 $515,695

MSN(search, general and news) 89,235,000 50.6% 47,214 0.053% $10 $892,350

AOL(search and general) 60,731,000 26.0% 24,237 0.040% $10 $607,310

Total N/A 90.3% 48,070 0.053% $2,015,355

The Weather Channel 18,254,000 39.10% 20,227 0.111% $10 $182,540

ESPN (Sports Web site) 15,032,000 42.20% 21,836 0.145% $10 $150,320

CNN 14,496,000 15.80% 8,169 0.056% $10 $144,960

The Wall Street Journal 14,104,000 22.10% 11,425 0.081% $10 $141,040

MSNBC 9,755,000 18.70% 9,704 0.099% $10 $97,550

USA Today 8,097,000 20.80% 10,750 0.133% $10 $80,970

edmunds.com 7,319,000 18.50% 9,582 0.131% $10 $73,190

FOX News 6,426,000 30.90% 15,994 0.249% $10 $64,260

The New York Times* 3,680,000 20.10% 10,409 0.283% $10 $36,800

ABC 3,055,000 12.70% 6,573 0.215% $10 $30,550

Total N/A 84.5% 43,687 0.150% $1,002,180

OMS

Saving on Marketing Campaign (4 weeks) = $1,013,175

Illustrative ExampleEvaluate the costby the number of your target delivered, not by total audience

Source: 2006 J.D. Power and Associates Online Media Study W2; Netratings April 2006 Data


How should you measure digital advertising?

• No “silver bullet”• Remember to examine three groups:

BuyReject

Not Aware Aware

Did Not Consider Consider

AvoidersAvoidersAvoidersAvoiders

RejectersRejectersRejectersRejectersBuyersBuyersBuyersBuyers

1.1. AvAvoidoidersers

2.2. ReRejecjecterterss

3.3. BuBuyeryerss


Ensure reach, messaging and execution applies to all three groups when considering campaign funding

Digital Advertising Effectiveness

Matrix

Online Media Mix Reach

Relevant Messaging of Creative

Placement Execution

Effectiveness

Avoiders

Rejecters

Buyers

EXAMPLE CAMPAIGN DECISION MATRIXEXAMPLE CAMPAIGN DECISION MATRIX


• Don’t:– Focus solely on past buyers (they are already aware)

– Look at everybody (Internet usage varies by vehicle segment)

– Target sites based on reach alone (what’s your message?)

– Look at irrelevant segments (increasing awareness is of little use if the wrong audience is being reached)

• Do– First, define your objectives and targeted audience– Look where your competition is strong (exploit any weaknesses)

– Compare groups of sites by category to determine which best fit your specific campaign objectives

– Messaging is key… Right Message on Right Sites– Evaluate costs among placement options (ST vs BT vs CN)

Plan for cost efficiency and dealer awareness of campaign objectives and measurement methods


Improving Online Buying


New-Vehicle Online Purchase Funnel

10.6% 11.9% 12.4%

20.9%21.4%20.3%

0%

10%

20%

30%

40%

2004 2005 2006

Submitted Request for Dealer Referral

Purchased from Dealer Referred by Site

Based to new-vehicle buyersSource: 2006 New Autoshopper.com Study

Enhance the value proposition of submitting an online lead… Today, 80% of car buyers see no value in it!

• Online submissions still represent a large percent of new-vehicle buyers (21%)

• Online buying is more efficient than it ever was – but it is hasn’t grown among new-vehicle buyers The value proposition of

submitting a lead does not work for about 80% of consumers who bought a new vehicle in 2004, 2005 and 2006… Why?Why?


Sales Process Integration via Transaction Capable Sales Process Integration via Transaction Capable dealer web sites can provide a higher value propositiondealer web sites can provide a higher value propositionSales Process Integration via Transaction Capable Sales Process Integration via Transaction Capable dealer web sites can provide a higher value propositiondealer web sites can provide a higher value proposition

Sales Integration closes the gap between the site and the store.

The Need for Sales Integration

Currently, the sales process starts over with the salesperson or BDC.

Listening DemonstratingMatchmaking CloseListening DemonstratingMatchmaking

Listening DemonstratingMatchmaking Close Buyer learns about vehicle, contracts, salesperson, dealership, and price.

Seller learns about buyer’s online- shopping experience.


• Sales and Finance data integration between dealer web sites and DMS applications to facilitate online purchasing

• Provide information that consumers are looking for:– Real-Time dealer inventory – Actual photos of New Vehicles (big lift in visitor/leads ratio)– Quick or real-time pricing– Consumer feedback ratings on dealers?

• Create multiple purchase pathways that address different styles and tastes - For example, live chat can also help shoppers transition from the online store to the salesperson

• Be creative in exploring different options – Build Your Own Process?

What else can be done to engage the 80% of online What else can be done to engage the 80% of online car shoppers who do not submit leads?car shoppers who do not submit leads?What else can be done to engage the 80% of online What else can be done to engage the 80% of online car shoppers who do not submit leads?car shoppers who do not submit leads?


Offering multiple pathways, like chat, can please and Offering multiple pathways, like chat, can please and engage more of the “80% no-lead” visitorsengage more of the “80% no-lead” visitorsOffering multiple pathways, like chat, can please and Offering multiple pathways, like chat, can please and engage more of the “80% no-lead” visitorsengage more of the “80% no-lead” visitors


Key Digital Advertising Takeaways from J. D. Power Key Digital Advertising Takeaways from J. D. Power Research and Analysis of online car buying activitiesResearch and Analysis of online car buying activitiesKey Digital Advertising Takeaways from J. D. Power Key Digital Advertising Takeaways from J. D. Power Research and Analysis of online car buying activitiesResearch and Analysis of online car buying activities

• Digital Advertising will benefit from the largest budget shift in media spending that has ever occurred during the next 36 months

• Build web sites with two targets in mind: branding and shopping

• Plan for upper-funnel online advertising with research that determines what message to which audience visiting who’s targeted web sites

• Don’t forget about lead submission avoiders – the larger population at 80% of all online car shoppers that buy within 90 days

• Continue to create multiple pathways to the dealership including sales integration, transactional capabilities, specialized web sites and secure accounts used by vehicle shoppers to configure their purchase

• Micro-sites built specifically for digital ad campaigns yield multiple marketing benefits to dealers and are more likely to please consumers seeking specific information within the least number of clicks


Questions?Charlie VogelheimVice President Automotive [email protected]

mailto:[email protected]

Digital Advertising Solutions that Provide the Missing Pieces of the PuzzleDigital Advertising Solutions that Provide the Missing Pieces of the Puzzle

ADP Digital Advertising provides a full range of online advertising products and services ranging from creating click-grabbing ads with corresponding landing pages, all the way to pre-built campaigns that are proven producers.

• Text based sponsored link ads• Image Ad design, production & hosting• Dynamic media enriched ads• Conversion Optimized Landing Pages• Specialized Micro-Sites• Deep-Linked URL Management• Campaign Management Services

Keyword Bid Management (PPC) Site Targeting Bid Management (CPM) Behavioral Targeting Retargeting Campaigns to display your digital ads to your site’s visitors Monthly budget and results reporting

Where do car buyers see ads? A: Search Engines & Web Sites

CPM: A few examples of the 900+ sites we target for Ads…

CPC: Search Engine Marketing

http://www.reply.com/

http://www.newcartestdrive.com/index.cfm

http://www.cnn.com/

http://www.motortrend.com/

http://www.autotrader.com/

http://www.caranddriver.com/

http://www.caranddriver.com/

http://www.autobytel.com/sitemap/index.cfm

http://www.automobilemag.com/

http://www.intellichoice.com/

http://www.invoicedealers.com/

http://www.insidercarsecrets.com/

http://mydealerships.com/

http://www.usedcars.com/Sites/UCC/home.aspx

http://www.theautochannel.com/

http://www.automotive.com/

What is the “ADP Digital Advertising Network”?

ADP Search Network:• Google• Yahoo• MSN• AOL• Ask.com• AT&T Worldnet• CompuServe• Shopping.com• Netscape NetCenter

A Few Examples of ADP’s Content Network sites:• About.com• Lycos• InfoSpace• HowStuffWorks• Food Network• NYTimes.com• MotorTrend.com • Autotrader.com• CarandDriver.com• Autobytel.com• AutoWeekly.com• BusinessWeek.com

ADP’s Digital Advertising Campaign Managers place your dealership’s ads more effectively than SEM alone…

Digital Marketing Division

Site Targeting can produce more and better convertingtraffic at a lower cost per visitor in highlyCompetitive SEM Markets…

April 2007 Example: Site Targeted Campaigns in Phoenix

produced 1,018 car shoppers clicking on the dealer’s ads at a $1.41 Effective Cost Per Click and generated over

2.4 Million Ad Impressions at less than $.60 per thousand people!

A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:

2buycars.net4wheelz.netacarplace.comallautoreviews.comallcarsallthetime.blogspot.comamericancarfans.comamericandreamcars.comanythingcars.comaol.comarizonagasprices.comauto-dealer-website.netauto.howstuffworks.comautobaron.comautoblog.com

autoclips.netautodealerbase.comautodealersfinder.comautoexplosion.comautofan.comautoforumz.comautofotos.comautogeek.comautogiant.comautoguide.netautohopper.comautoinfo.orgautointell-news.comautointell.com 11


automall.comautomart.comautomobilemag.comautomotive-links.comautomotivebuy.comautomotivedigest.comautomotiveforums.comautomotivehelper.comautorepair.about.comautoseekandsell.comautospectator.comautoworld.comazreporter.comcollectorcartraderonline.com

bullz-eye-cars.combuyingadvice.comcamaross.comcar-advisor.orgcar-dealerships-by-city.comcar-forums.comcaranddriver.comcaraudio.comcarbuyersnotebook.comcarbuytip.comcarcentral.comcardealersnearyou.comcardealersusa.comcardealerz.com 22


cardetective.comcardomain.comcarfinderservice.comcarjunky.comcarnut.comcarphotoalbums.comcarpictures.carjunky.comcarpictures.comcarpredictor.comcars-directory.netcars-guide.comcars-on-line.comcars.about.comcars.mylounge.com

cars.networktechs.comcars.stargeek.comcarsandstripes.comcarscarscars.blogs.comcarsellersusa.comcarshownews.comcarspyshots.netcarsurvey.orgcartype.comcarzunlimited.comchevrolet.jbcarpages.comchevroletforum.comchevy-camaro.comchevyhhr.net 33


chevyreviews.comchevytrader.comclassiccar.comclassyauto.comclubavalanche.comcnn.comcobaltss.comcoloradofans.comconceptcars.autoblog.comconceptcarz.comconsumer-engine.comcorvetteforum.comcoupes.autoblog.comcrashtest.com

credit-union-4u.comcreditunionaccess.comcreditunionsonline.comdb.theautochannel.comdealerrater.comdealsonwheels.comdesktopmachine.comdieseltruckresource.comdigi-go.bizdiscount-tires-online.comdomesticsale.comedmunds.comexcite.comf150online.com 44


familycar.comfast-autos.comfastautosales.comfastcoolcars.comfhcars.comforum.thecarconnection.comforums.aaca.orgforums.corvetteforum.comforums.roadfly.comforums1.roadfly.comfossilcars.comgassavers.orggaywheels.comgm-trucks.com

gminsidenews.comgonnadrive.comgreenhybrid.comhdforums.comhotautodeal.comhybrid.comhybridcarguide.comhybridcars.comhybrids.autoblog.cominsidercarsecrets.comintellichoice.cominvoicedealers.comjbcar.cajbcarpages.com 55


justout.netleaseguide.comleftlanenews.comlotpro.comlowridermagazine.comlycos.commautofied.commodifiedcartrader.commotonews.commotoralley.commotorbase.commotorbooks.commotorcities.commotoringfile.com

motortrend.commusclecarfinders.commusclecars-and-classics.commusclecars.netmy-car-picture.commycarwizard.commydealerships.commynewcarpurchase.comnewautoseeker.comnewcartestdrive.comnhra.comoff-road.comoldcarandtruckpictures.comoldride.com 66


phoenix.oodle.comphoenix.tribe.netphoenixgasprices.compictures-of-cars.compowersportsnetwork.compricealease.comracingjunk.comracingsouthwest.comrealoem.comrebates.comreply.comreviewcar.comreviewcar.orgripoffreport.com

roadandtravel.comroadfly.comrv.netsafecarguide.comsedans.autoblog.comseriouswheels.comsmartcarfinder.comsportscarforums.comspyphotos.autoblog.comstreetfire.netstreetsourcemag.comsuddenlaunch.comsupercars.netsupplierprograms.com 77


suvs.autoblog.comswapalease.comtenmagazines.comthe-truckers-page.comtheautobahn.comtheautochannel.comthebiglot.comthecarconnection.comthecarfanatics.comthecityofphoenix.comthedieselstop.comthesamba.comtownhall-talk.edmunds.comtownhall.edmunds.com

truck-guide.comtrucks.autoblog.comusedcars.comusedcarsandtrucks.comusedcarsplus.comusnews.comv6performance.netvelocityjournal.comvideos.streetfire.netvrooomm.comwheelsdirect2u.comwomanmotorist.comworldcarfans.comyourdreamride.com 88

ADP Digital Advertising provides dealers with CPM based Site Targeted Ads designed to drive traffic to showrooms and Landing PagesADP Digital Advertising provides dealers with CPM based Site Targeted Ads designed to drive traffic to showrooms and Landing Pages

CPM Bidding (cost per thousand impressions)

ADP Campaign Managers monitor each dealer’s bids per Geo-Targeted 1,000 Ad Impressions. Impression count when a Web page serves an ad, whether consumers click on it or not.

How Do ADP Digital Campaign Managers compare CPC and CPM Ads for effectiveness in achieving dealer objectives?

•Effective CPC for Site-Targeted vs. Reported CPC for Keyword ads

•Effective CPM for Keyword Ads vs. Reported CPM for Site-Targeted

•Consider CPC, CTR, and relevance factors across 1,000 impressions

•Result = eCPM and eCPC for all Digital Advertising Campaigns

•Highest ranking ad per dealer objectives wins, bids are adjusted

Why Site Targeting? ADP Digital Advertising offers CPM based targeted web site Ads to dealers on a cost-per-thousand impressions bid basis…Why Site Targeting? ADP Digital Advertising offers CPM based targeted web site Ads to dealers on a cost-per-thousand impressions bid basis…

ADP Digital Advertising Campaign Managers use Site Targeting to find web sites visited by a dealer’s local car buyers based on several criteriaADP Digital Advertising Campaign Managers use Site Targeting to find web sites visited by a dealer’s local car buyers based on several criteria

Site Targeting• ADP Campaign Managers choose individual sites within network • CPM (cost per thousand impressions) model• Minimum bid: 25 cents per Thousand Impressions• Find sites by URL, category, topic or demographics

ADP Digital Advertising Campaign Managers administer each dealer’s Google AdWords account and review the data with the dealer or ISMADP Digital Advertising Campaign Managers administer each dealer’s Google AdWords account and review the data with the dealer or ISM

REPORT: 2006 Campaign ReportACCOUNT: Courtesy ChevroletDATE RANGE: 01/01/06 - 12/31/06Campaign Impressions Clicks CTR CPM Cost CPCCourtesy Original Ad Campaign - PHX+TUC 6,222,052 5,148 0.08% $2.10 $13,096.06 $2.54GM PowerShift URL's - 50 Miles PHX 1,114,669 3,904 0.35% $6.71 $7,476.44 $1.92National Search - Courtesy Chevrolet 1,039,556 4,170 0.40% $8.66 $9,006.42 $2.16Model-Specific Micro Sites - AZ 7,090,048 12,103 0.17% $2.70 $19,131.85 $1.58Tucson Targeted Key Words 3,375,365 2,763 0.08% $1.82 $6,155.98 $2.23Free Gas & Oil Offers - PHX 2,059,302 486 0.02% $0.93 $1,923.72 $3.96Site Designated Display Ads - PHX 2,186,088 1,788 0.08% $3.72 $8,123.53 $4.54Life Beyond Seminars 388,382 499 0.13% $10.49 $4,072.60 $8.16Banner & Image Display Ads - PHX 5,819,385 3,788 0.07% $2.10 $12,197.28 $3.22Used Car Ad Groups - PHX 3,434,767 9,110 0.27% $4.46 $15,316.82 $1.68Chevy Price Quote Display Ad - PHX 7,274,574 6,209 0.09% $1.99 $14,447.84 $2.33See What Courtesy Can Do For You - PHX 657,037 776 0.12% $2.44 $1,601.32 $2.06New Chevy Pricing - PHX 5,834,815 5,908 0.10% $1.99 $11,605.18 $1.96Secondary Finance Prospects - PHX 2,049,256 6,347 0.31% $1.49 $3,052.28 $0.48National Search Sponsored Links 14,330,816 18,171 0.13% $1.07 $15,317.41 $0.84Chevy CSI Leadership - PHX+100 miles 677,548 227 0.03% $0.73 $493.49 $2.17Competetive CSI Showcase - PHX + 150 miles 316,307 206 0.07% $1.77 $559.96 $2.72Chevrolet Model Specific - PHX 6,230,255 16,268 0.26% $5.00 $31,124.75 $1.91Display Ads by Site - PHX 5,947,933 3,100 0.05% $1.58 $9,414.78 $3.04Chevy Dealer Conquest - PHX 4,729,952 11,807 0.25% $4.63 $21,907.55 $1.86AAR GM Co-op Display - PHX 1,225,493 254 0.02% $2.53 $3,101.24 $12.212007 Chevy Tahoe - PHX+TUC 2,290,540 3,407 0.15% $2.24 $5,122.20 $1.50Chevy Price Quotes - All AZ 2,000,710 2,939 0.15% $3.09 $6,186.94 $2.11Video Dispay Ads by Site - PHX+TUC 108,862 55 0.05% $6.90 $751.17 $13.66Fresh Start 225 4 1.78% $18.49 $4.16 $1.04Totals and Overall Averages: 86,403,937 119,437 0.14% $2.56 $221,190.95 $1.85

REPORT: Courtesy Chevrolet's Primary Google Account Campaign ReportACCOUNT: Ralph Paglia

DATE RANGE: October, 2006

CampaignCampaign

Status Impressions Clicks CTRAvgCPC

AvgCPM Cost

AvgPosition

2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4

AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1

Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1

Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8

Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3

Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1

Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2

Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7

Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1

Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2

GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9

National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9

National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3

New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8

Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1

See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7

Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1

Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7

Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6

Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1

Internet Sales Managers are taught how to understand the analytics in order to judge each campaigns results for the dealership as a wholeInternet Sales Managers are taught how to understand the analytics in order to judge each campaigns results for the dealership as a whole

We coach dealership managers on how to review eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and tracking all sales.

BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40%

3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06%

Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63%

Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61%

GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06%

Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22%

Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27%

Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64%

BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51%

Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53%

Grand Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%

ADP Digital Advertising Campaign Managers work closely with dealers to monitor where and when campaign results are showing up as salesADP Digital Advertising Campaign Managers work closely with dealers to monitor where and when campaign results are showing up as sales

ADP Digital Advertising URL Portfolio• www.Chevy-New.com is used regionally as:

– www.Chevy-New.com/Courtesy-Phoenix.htm – www.Chevy-New.com/Courtesy-SanDiego.htm – www.Chevy-New.com/Burt-Chevrolet.htm

• www.Nissan-New.com is used regionally as:– www.Nissan-New.com/JayWolfeNissan.htm – www.Nissan-New.com/ABCNissan.htm – www.Nissan-New.com/MidwayNissan.htm

• www.Toyota-New.com is used regionally as:– www.Toyota-New.com/JayWolfeToyota.htm – www.Toyota-New.com/LarryMillerToyota.htm – www.Toyota-New.com/CamelbackToyota.htm

http://www.chevy-new.com/

http://www.chevy-new.com/Courtesy-Phoenix.htm

http://www.chevy-new.com/Courtesy-SanDiego.htm

http://www.chevy-new.com/Burt-Chevrolet.htm

http://www.nissan-new.com/

http://www.nissan-new.com/JayWolfeNissan.htm

http://www.nissan-new.com/ABCNissan.htm

http://www.nissan-new.com/MidwayNissan.htm

http://www.toyota-new.com/

http://www.toyota-new.com/JayWolfeToyota.htm

http://www.toyota-new.com/LarryMillerToyota.htm

http://www.toyota-new.com/CamelbackToyota.htm

URL that displays in Ad is standardized… The regional Ad uses a dealer-specific Destination URL that goes to that dealer’s Landing Page.

URL that displays in Ad is standardized… The regional Ad uses a dealer-specific Destination URL that goes to that dealer’s Landing Page.

ADP Digital Marketing Team Competitive Advantage and Unique Value to DealersADP Digital Marketing Team Competitive Advantage and Unique Value to Dealers

Current Toyota URL Portfolio Examples:• Drive-Toyota.com• Toyota-Cars-Trucks.com• Toyota-New.com• Toyota-Car-Truck.com• Highlander-Toyota.com• Landcruiser-Toyota.com• Tacoma-Toyota.com• Camry-Toyota.com• Arizona-Toyota.com• Prius-Toyota.com• Sequoia-Toyota.com• Sienna-Toyota.com

• RAV4-Toyota.com• Tundra-Toyota.com• Toyota-Camry-Solara.com• Yaris-Toyota.com• ToyotaFJ-Cruiser.com• Matrix-Toyota.com• Avalon-Toyota.com• 4Runner-Toyota.com• Toyota-SUV.com• Toyota-Scion-Lexus.com• Toyota-Certified.com• ToyotaTrucks.com

Current Ford & GM URL Portfolio Examples:

• FordInternet.com

• Ford-Lincoln.com

• F150-Ford.com

• Ford-Car-Truck.com• Ford-Cars-Trucks.com

• Ford-Certified.com• ChevyPriceQuote.com

• Chevrolet-Car.com

• Chevrolet-GM.com

• Chevy-Chevrolet.com• Chevrolet-Chevy.com• Chevy-Chevy.com• Chevy-New.com• Drive-Chevy.com• GM-Certified.com• Pontiac-GMC-Buick.com• Hummer-Cadillac.com• GMC-Pontiac-Buick.com• Chevy-Deals.com

Current Honda URL Portfolio Examples:

• Honda-Cars-Trucks.com• Honda-Pilot-SUV.com • Honda-CRV-SUV.com• Honda-Civic-Sedan.com• Honda-Accord-Coupe.com• Honda-Accord-Sedan.com• Honda-Ridgeline-Truck.com• Honda-Odyssey-Minivan.com• Honda-Element-SUV.com• Honda-Certified-Used.com

• HondaCarsTrucks.com• Honda-New.com• Honda-Used-Cars.com

Thank you for considering ADP Digital Campaign Services as a partner in your strategy to find, sell and keep more customersThank you for considering ADP Digital Campaign Services as a partner in your strategy to find, sell and keep more customers

• Build campaigns for strategic cohesiveness with dealership’s general market advertising and integrate with other media for management team “buy-in”

• Clearly defined Keyword and Site Targeted advertising budgets and commit your management team to sustain that Online Advertising budget for at least 6 months

• Your Lead Management Process (LMP) and the team that executes it must be staffed and trained to convert increased lead volume into incremental sales

• Use Deep Links, Landing Pages and Micro-Sites that can be tracked• Avoid sending click-throughs to your dealership’s “home page” where both the

customer and your ability to track results gets lost• Measure all traffic generated, along with phone calls and eLeads received… • Review results and online Advertising metrics at weekly manager meetings…

Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent and supplement with lead and sales counts as accurate as you are able

• When first starting, give digital campaign budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on landing pages and deep links into relevant content within your primary sites.

• Check your primary site referring URL’s for Form Views in Omniture Site Catalyst

Key Executables with Digital Advertising Campaigns:Key Executables with Digital Advertising Campaigns:

Online Advertising Solutions Ralph Paglia Director - Digital Marketing OEM & National Accounts Cell:...

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Transcript of Online Advertising Solutions Ralph Paglia Director - Digital Marketing OEM & National Accounts Cell:...