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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Presented:August 11,August 11, 20092009
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Ralph Paglia
Director Digital MarketingADP Dealer Services
20+ year automotive industry leader in Digital
Marketing, Advertising, Lead Management and
dealership CRM process design and execution.
Executed Digital Marketing strategy that generated
144,000+ leads to single-point Chevy dealer in 2 years.
Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.
Worked with Ford in 2007 to develop first Tier 3 Digital Advertising program
providing dealers with geotargeted Tier 1 marketing assets
Managed first retail automotive Behavioral Targeting Digital Ad pilot program
while at Courtesy Chevrolet in 2005, 2006 and 2007 Started generating Internet leads in 1988 using CompuServe ISP access
and vehicle listings on defense contractor BBSs in SoCal
Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda,
Toyota, Mercedes-Benz, Hyundai and over 200 dealers.
Piloted the ADP Social Marketing & Reputation Management Solution
Cell: 505.301.6369 [email protected] www.ADMPC.com
Kenny Ross Auto Group Digital Marketing
Online Advertising Strategy
Kenny Ross Auto Group Digital Marketing
Online Advertising Strategy
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Display Advertising Impact on SearchDisplay Advertising Impact on Search
Digital Advertising Measurability & Marketing Insights Gained
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
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Display Advertising Impact on SearchDisplay Advertising Impact on Search
REPORT METHODOLOGYREPORT METHODOLOGY
Research leveraged 12 months of proprietary Specific Media
Advertising Effectiveness data backed by comScore
Scientifically Validated Utilized Control vs. Test Group
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KEY TAKEAWAYS:
Display advertising has an impact on both paid and organic searches
and clicks
Consumers exposed to display advertising were more likely to search
for brand and segment terms than unexposed consumers
Consumers exposed to display advertising are more likely to click
through on search listings
Study shows a strong correlation betweenStudy shows a strong correlation betweendisplay advertising and searchdisplay advertising and search
REPORT SUMMARYREPORT SUMMARY
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Display Ads Increase Dealer Name and Branded SearchDisplay Ads Increase Dealer Name and Branded Search
Rigorously conducted marketingresearch using scientific methods
shows a strong association between
display advertising and lifts search
activity
Automotive shoppers exposed to
website placements of display
advertising were more likely to
search for brand terms (i.e.
automotive manufacturers) andsegment terms (i.e. vehicle class)
Display Advertising Lift on Search Activity
Advertiser Category
Average Search Lift
(Brand & Segment Terms)
AutomotiveAutomotive 130%130%
CPG 22%
Health 291%
News & Media 144%
Personal Finance 246%
Property & Real Estate 125%
Travel & Tourism 347%
Median LiftMedian Lift 144%144%
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Display Advertising Impact on Consumer SearchesDisplay Advertising Impact on Consumer Searches
BRAND: Although the most
significant lifts were seen in
Travel, Health and Personal
Finance for branded terms,Automotive showed dealer name
and brand search lift
of 123%... More than double the
search volume for display
advertising dealers name!
SEGMENT: Personal Finance,
Travel and Automotive showed
the highest lifts for the more
general product related search
terms. Display ads drove a 137%
increase in vehicle related search
terms!
Consumers exposed to an advertisers online display advertisingConsumers exposed to an advertisers online display advertising
searched more than consumers who were not exposedsearched more than consumers who were not exposed
Brand Terms: Names and nouns search terms associated with an advertiser (i.e. Sanderson Ford)
Segment Terms: General terms associated with a product, service or industry (i.e. pickup trucks)
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Impact on Search Click Through Rates for Display AdvertisersImpact on Search Click Through Rates for Display Advertisers
ORGANIC SEARCH:
Automotive Consumers
exposed to dealership display
ads were 180% more likely toclick an organic search link to
that dealers web site.
PAID SEARCH: Automotive
Consumers exposed to adealers display ads were
183% more likely to click a
paid search link for that
Dealer.
Consumers exposed to an advertisers online display advertising were more likelyConsumers exposed to an advertisers online display advertising were more likely
to click on search results than those who were not exposedto click on search results than those who were not exposed
Paid: Paid text-based search ads that describe the dealers website and products and services offered
Organic: Non-paid text-based listings that describe dealers website and products and services offered.
N/A: Insufficient data available
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Strategic Action Items for Dealer AdvertisingStrategic Action Items for Dealer Advertising
Add targeted display advertising to maximize overall search marketingAdd targeted display advertising to maximize overall search marketing
results and search advertising cost efficiencyresults and search advertising cost efficiency
Online Display Advertising increases car buyer
exposure to your dealerships paid and organic
search listings:
A higher number of automotive
shoppers see your search listings
More people click on your search
listings, both organic and paid
Online Display Advertising keeps a dealershipsname at the top of each car buyers mind when
they start searching for information about the
makes, models, service and parts you sell.
Display boosts branded term searches because they
are advertiser specific
Increase Search click-through rates and quality
scores by adding online display advertising to
your monthly ad budget.
Higher quality score = Lower CPC
Dealers with large Search Advertising budgets
should shift funds from inefficient keyword
terms and geos to display. This increases cost
effectiveness for dealers entire search
marketing strategy
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Digital AdvertisingOne size does not fit all, and the mix iswhere dealerships get the greatest
positive ROI from investment
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Car Companies andCar Companies and
their DealerNetworktheir DealerNetwork
Marketing StructuresMarketing Structures
Broadcast Media Interactive Media Print Media
Other
Dealer Funds OEM Funds Variable Structure Agency Factors
Print Media Broadcast Media Other Interactive Media
Total Marketing andTotal Marketing and
Advertising Impact inAdvertising Impact in
the Marketplacethe Marketplace
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Source:DoubleClick Touchpoints III
Why does automotive advertising have less impactWhy does automotive advertising have less impact
on showroom traffic in 2009 as it did in 1999?on showroom traffic in 2009 as it did in 1999?
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Which one of these informationWhich one of these information
sources was most importantsources was most important
when making decisions aboutwhen making decisions aboutbuying your vehicle?buying your vehicle?
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%35.3%
24.9%
13.4%
8.2%
4.4% 3.6%
1.1%
R.L. Polk 2008
Why does automotive advertising have less impactWhy does automotive advertising have less impact
on showroom traffic in 2009 as it did in 1999?on showroom traffic in 2009 as it did in 1999?
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Other
17.6 hours
Newspaper,
3.9 hours
Television
16.4 hours
Internet
32.7
hours
Weekly Media Consumption Hours1
(Total time spent using all media was 70.6 hours)
11.50%
19.50%
27.30%
28.30%
Internet
Television
Newspaper
Direct Mail/Radio/Other
Percent of Advertising Spend2
IDCStudy, U.S. Consumer Online Behavior Survey Results 2007 2008 National Automobile Dealers Association Data
Why does automotive advertising have less impactWhy does automotive advertising have less impact
on showroom traffic in 2009 as it did in 1999?on showroom traffic in 2009 as it did in 1999?
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OEMs each face considerable challenges in an
automotive marketplace where their consumers
now turn to the web when gathering
information used to decide what brand and
model vehicle to buy
and where they will buy it!
Dealers do not currently have the skills and
know-how needed to advertise effectively
online, but they continue to be masters at using
advertising media that is no longer costeffective.
Tier 3 Advertising spend dwarfs Tier 2 and even
Tier 1, so Car Companies that educate their
dealers the best, will win market share.
Why do car dealers continue to spend overWhy do car dealers continue to spend over
85% of their advertising budgets on offline85% of their advertising budgets on offline
media?media? -- NADANADA
2009 CarCompany Marketing Dilemma2009 CarCompany Marketing Dilemma
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1. Online Display Advertising
ADP Publisher & Network Consortium
Automotive Websites
Local Media Websites
National Websites
2. Targeting Technology
Behavioral Targeting
Geotargeting
Contextual Targeting
3. Search Engine AdvertisingCPC/PPC/Sponsored Links
4. Other Digital Advertising Media
Mobile Phone Ads
Google TV
Video Advertising
Interactive Email MarketingReturn On Marketing Investment
ADP is only Tier 1 qualified supplier of theseADP is only Tier 1 qualified supplier of these
Types of Tier 3 Digital Advertising SolutionsTypes of Tier 3 Digital Advertising Solutions
in a Managed Program that Meets OEMin a Managed Program that Meets OEM
Branding and Distribution StandardsBranding and Distribution Standards
MEASURABLE RESULTS
QUALIFIED TRAFFIC
EFFECTIVE TARGETING
COST EFFECTIVE ROMI*
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
ADPADP Publisher Network Provides Scalable Tier 3Publisher Network Provides Scalable Tier 3National Buying Power with Local Geotargeting delivers Lower CostsNational Buying Power with Local Geotargeting delivers Lower Costs
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Targets 9 key in-market consumerbehaviors
Digital Advertising Campaigns
Get a Quote
Virtual Test Drive
Search Dealer Inventory Browse Model-Specific Inventory
Offer or Incentive Driven
Maximize Your Trade-in Value
Make Buy-Back Campaigns
Preapproved Finance Solutions
Get Your Payment
Scalable Dealer Display Advertising:Scalable Dealer Display Advertising:High Quality, Animated Flash Display AdsHigh Quality, Animated Flash Display Ads
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
ADPADP AdVantageAdVantage Compiler Software:Compiler Software:Scalable, Automated and Efficient Ad Creative SystemScalable, Automated and Efficient Ad Creative System
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
an agean age::OEM CoOEM Co--Op Preapproved Campaign AssetOp Preapproved Campaign AssetManagerManager
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ADP Places Dealer Ads on Thousands of Relevant Sites when
Local Car Buyers visit them
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ADP uses Behavioral Targeting and Retargeting to
show Dealer Ads to Car Buyers On Automotive
Sites and when they Visit Non-Auto Sites.
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Campaign Examples at www.FordDigital.com
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Google Search Engine Advertising
Also called Cost-Per-
Click (CPC) and
Pay-Per-Click(PPC), Google calls
Search Ads:Sponsored
Links
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ADP Managed Tier 3 Search Engine Advertising
- Dealer Campaigns Integrated with OEM Tier 1 and Association Tier 2
Search Advertising Impressions
Impression Share
Clicks Click through rate (CTR)
Cost per click (CPC)
Average Position
Tier 3 2 1 Keyword & GeotargetingOptimization
Bid Strategy excludes keywords that
dealers already have SEO rank
ROI Enhanced by Display Adverting
Dealers/Suppliers Competing
with OEMs and Regional Ad
Associations for Keyword Bidsused in Search Advertising
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Search CampaignSearch Campaign Tracking & ReportingTracking & Reporting-- Sent to Dealers and OEM StakeholdersSent to Dealers and OEM Stakeholders
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Search Placement / KeywordSearch Placement / Keyword ReportReport-- Dealers and OEM StakeholdersDealers and OEM Stakeholders
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
OmnitureOmniture PostPost--Click Reporting DashboardsClick Reporting Dashboards-- Tracking code can be installed within any site, regardless of supplierTracking code can be installed within any site, regardless of supplier
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Organic to Paid KeywordsOrganic to Paid Keywords ReportReport-- Allows Optimization of Dealer Spend by Eliminating Redundant BidsAllows Optimization of Dealer Spend by Eliminating Redundant Bids
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Competitive AnalysisCompetitive Analysis
Compare Competitive Set Benchmark growth
Visitor Length
Demographics
Competitor Keywords
Advertising Opportunities Upstream traffic
Downstream traffic
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
HitWise Competitive Analysis: Clickstream
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
HitWise Competitive Analysis: Search Terms
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Compete, Inc.Compete, Inc. Unique VisitorsUnique Visitors
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
GoogleGoogle AdPlannerAdPlanner andand Keywords by Site TrendsKeywords by Site Trends-- Extends Search Effectiveness to Display Advertising on WebsitesExtends Search Effectiveness to Display Advertising on Websites
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Communicating ReportsCommunicating Reports VMAR andVMAR and AnalystsAnalysts-- Best Tier 3 Account Management in the IndustryBest Tier 3 Account Management in the Industry
Roles & Responsibilities: PLAN EXECUTE MEASURE/REPORT
This equates to:
Evaluate dealership current marketingand advertising activities
Develop annual, quarterly and monthlyadvertising calendars
Work with dealer on budgetdevelopment and spend
Execute marketing campaigns
Report and assess results to improvedealer ROI
Benchmark results and recommendbest practices
Coordinate campaigns
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Dealer DashboardDealer Dashboard Tying it allTying it all togethertogether-- Aggregated by Nation, Region and Zone for OEMAggregated by Nation, Region and Zone for OEM
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Reporting DashboardReporting DashboardTying it all togetherTying it all togetherwith industrys firstwith industrys firstsystemsystem
that consolidatesthat consolidatesdata feeds fromdata feeds frommultiple sources ofmultiple sources ofDA campaignDA campaignperformanceperformance
reporting, providingreporting, providingrelevant reporting forrelevant reporting forTier 1, Tier 2 and TierTier 1, Tier 2 and Tier3 digital marketing3 digital marketingstakeholdersstakeholders
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Integrating Online Advertising for the BrandIntegrating Online Advertising for the BrandConnecting Tier 3 with OEM to Drive EfficienciesConnecting Tier 3 with OEM to Drive Efficiencies
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Using Keyword Enriched Domains for Competitive AdvantageUsing Keyword Enriched Domains for Competitive Advantage
44
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Social Marketing and theSocial Marketing and thePower of 21Power of 21stst Century Word of MouthCentury Word of Mouth
Selecting a Targeted Site for Focusand use with Kenny Ross Strategy
45
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Its as Easy as ADP to leverage the overwhelming growth in consumerIts as Easy as ADP to leverage the overwhelming growth in consumer
use of Social Networks and User Generated Content (Web 2.0) touse of Social Networks and User Generated Content (Web 2.0) to
develop your Social Marketing and Reputation Management Strategydevelop your Social Marketing and Reputation Management Strategy
that utilizes Positive Word of Mouth amplified with the power of thethat utilizes Positive Word of Mouth amplified with the power of the
Internet to enhance your good reputation, create top of mindInternet to enhance your good reputation, create top of mindawareness and elevate your dealerships brand in a more costawareness and elevate your dealerships brand in a more cost
effective manner than either CRM or advertising alone.effective manner than either CRM or advertising alone.
Its Easy as ADP to tap into consumer adoption of Social NetworkingIts Easy as ADP to tap into consumer adoption of Social Networking
and User Content Creation by creating your own online community ofand User Content Creation by creating your own online community ofcustomers, employees and suppliers filled with high quality contentcustomers, employees and suppliers filled with high quality content
such as Videos, Photos, the latest reviews and road tests, interviewssuch as Videos, Photos, the latest reviews and road tests, interviews
and articles supplied by car companies, enthusiast publications andand articles supplied by car companies, enthusiast publications and
consumers.consumers.
Social Marketing &
Reputation Management
Social Marketing &
Reputation Management
Value Proposition Overview:Value Proposition Overview:
46
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
ADP will build your dealership sponsored online community using the mostADP will build your dealership sponsored online community using the most
powerful social networking platform technology available to make it easy andpowerful social networking platform technology available to make it easy and
fun for your customers to participate Using a combination of OEM andfun for your customers to participate Using a combination of OEM and
enthusiast publication content , we incorporate highly desirable content whichenthusiast publication content , we incorporate highly desirable content which
is automatically updated daily to create an engaging and rich experience foris automatically updated daily to create an engaging and rich experience forpeople in your local market area. ADP Social Marketers will publishpeople in your local market area. ADP Social Marketers will publish
blogs, forum discussions, photos and videos that will stimulate your communityblogs, forum discussions, photos and videos that will stimulate your community
members to respond and create their own content, triggering others to join in!members to respond and create their own content, triggering others to join in!
ADP will build and deploy a comprehensive syndication strategy that usesADP will build and deploy a comprehensive syndication strategy that uses
Really Simple Syndication (RSS) and embedded HTML code (Widgets) builtReally Simple Syndication (RSS) and embedded HTML code (Widgets) builtinto your dealership sponsored community to push content and memberinto your dealership sponsored community to push content and member
activities out to the most popular sites on the web.activities out to the most popular sites on the web.
Value Proposition Specifics:Value Proposition Specifics:
Social Marketing &
Reputation Management
Social Marketing &
Reputation Management
47
S i l M k i &S i l M k i &
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Your dealership will achieve a highly positive presence within todays mostYour dealership will achieve a highly positive presence within todays most
popular sites where customers spend hours and hours of their online time.popular sites where customers spend hours and hours of their online time.
Your communitys content syndication will grab peoples attention and pullYour communitys content syndication will grab peoples attention and pull
them into your online community. ADP will use your online communitysthem into your online community. ADP will use your online communitys
syndication power to connect your dealership to the millions of people usingsyndication power to connect your dealership to the millions of people using
sites such as:sites such as:
FacebookFacebook
Twitter Twitter
MySpaceMySpace
Flickr Flickr
LinkedInLinkedIn Blogger Blogger
WordpressWordpress
TypepadTypepad
DiggDigg
And many moreAnd many more
Specific Services to Dealer:Specific Services to Dealer:
Social Marketing &
Reputation Management
Social Marketing &
Reputation Management
48
S i l M k ti &S i l M k ti &
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Why use ADP for Social Marketing and Reputation Management?Why use ADP for Social Marketing and Reputation Management?
ADP has built a staff of Social Marketing Analysts who stay on top of which Social
networks and Web 2.0 sites are the most effective. We know where to get and
how to use the best auto-updated content that keeps your online community and
content syndication fresh and relevant to your customers. ADP will use DMS,
Lead Management Tool and CRM application exports to create invitations foryour customers to join the community, which is an important part of creating high
quality sales opportunities at a nominal cost. ADP will use our access to new
OEM tools and independent sources to leverage information feeds, image
galleries, and video content updated daily to enrich your online community. ADP
knows how to take advantage of powerful social network web site platforms as an
online magnet to pull in and engage enthusiasts in your area, along with previoussales and service customers. With your involvement and participation, ADP is
the only dealership supplier that know how to guide your community towards
reaching critical mass needed to achieve the Web 2.0 alchemy that drives
dealership opportunities to do business.
Social Marketing &
Reputation Management
Social Marketing &
Reputation Management
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Dealers currently see theDealers currently see theSocial and UGC OnlineSocial and UGC Online
Landscape as a bewilderingLandscape as a bewildering
array of brands and sites!array of brands and sites!
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S i l M k ti /R t ti M t St tS i l M k ti /R t ti M t St t
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
1. Social Networks2. Professional Networks3. Video Hosting Sites4. Photo Hosting Sites5. DIY Publishing (Blogs)
6. Consumer Reviews & Ratings7. SMS, Status & Bookmarking8. Social Network Platform Tools
Social Marketing/Reputation Management StrategySocial Marketing/Reputation Management Strategy
ADP Organizes into Solution Component CategoriesADP Organizes into Solution Component Categories
51
SM/RM Solution Components by Category
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Kenny Ross Auto Group Social Marketing and Reputation Management Strategy RecommendationsKenny Ross Auto Group Social Marketing and Reputation Management Strategy Recommendations
SM/RM Solution Components by Category
52
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Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
ADP connects and manages components to deliverturn-key Social Marketing/Reputation Management
Social Marketing & RM
Component Integration = Value
Social Marketing & RM
Component Integration = Value
ADP SM/RM Solution Component Deployment ExampleADP SM/RM Solution Component Deployment Example
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DealershipDealershipCommunity.comCommunity.com
MySpace
WordPress
YouTube
Flickr
Photobucket
Blogger
DealerRater
Edmunds
Kudzu
Digg
Del.cio.us
Technorati
ADP SM/RM Solution Component Deployment ExampleADP SM/RM Solution Component Deployment Example
www.Fordwww.Ford--Community.comCommunity.com
Dealer Sponsored Online CommunityDealer Sponsored Online Community
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54Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Adsense to
be replaced
by ADP Ad
NetworkSpace
www.Fordwww.Ford--Community.comCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.Fordwww.Ford--Community.comCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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55Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Adsense to
be replaced
by ADP AdNetwork
Space
www.Fordwww.Ford--Community.com/videoCommunity.com/videoDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.Fordwww.Ford--Community.com/videoCommunity.com/videoDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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56Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Adsense to
be replaced
by ADP AdNetwork
Space
www.Fordwww.Ford--Community.com/photoCommunity.com/photoDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.Fordwww.Ford--Community.com/photoCommunity.com/photoDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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57Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Adsense to be
replaced byADP Ad
Network
Space
www.Fordwww.Ford--Community.com/membersCommunity.com/membersDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.Fordwww.Ford--Community.com/membersCommunity.com/membersDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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58Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Adsense to
be replaced
by ADP Ad
NetworkSpace
www.SandersonCommunity.comwww.SandersonCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.SandersonCommunity.comwww.SandersonCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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www.SandersonCommunity.comwww.SandersonCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.SandersonCommunity.comwww.SandersonCommunity.comDealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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Adsense to
be replaced
by ADP Ad
Network
Space
www.MyJeepCommunity.comwww.MyJeepCommunity.com
Dealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.MyJeepCommunity.comwww.MyJeepCommunity.com
Dealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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61Kenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital MarketingKenny Ross Auto Group Digital Advertising Strategy Proposal from ADP Digital Marketing
Adsense to
be replaced
by ADP Ad
Network
Space
www.MyJeepCommunity.comwww.MyJeepCommunity.com
Dealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.MyJeepCommunity.comwww.MyJeepCommunity.com
Dealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
62
M J C itM J C it
M J C itM J C it
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www.MyJeepCommunity.comwww.MyJeepCommunity.com
Dealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
www.MyJeepCommunity.comwww.MyJeepCommunity.com
Dealer Sponsored Online CommunityDealer Sponsored Online Community
Created and Managed by ADP & DealerCreated and Managed by ADP & Dealer
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Reputation ManagementReputation Management
Selecting a Targeted Site for Focusand use with Kenny Ross Strategy
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ADP Social Marketing/Reputation Management
Pilots to date have used DealerRater.com as the
Customer Review content supplier and partner
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ADP Reputation Management:ADP Reputation Management:
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Certification Seal - Official Certification Seal
to display ALL your dealership websites
Seal is displayed on your DR review page
Certification Seals link to your review page Monitor reviews via email alerts
2 week reconciliation period to work with
customers who have issues with dealership.
Lets potential buyers know you're serious
about customer service
Blacklisted dealerships are not eligible
DealerRater.com CertificationB
enefitsBuild Your Online Reputation, Get Certified!
ADP Reputation Management:ADP Reputation Management:
DealerRater.com Filtered Review IntegrationDealerRater.com Filtered Review Integration
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ADP Reputation Management Solution:ADP Reputation Management Solution:
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ADP Reputation Management Solution:ADP Reputation Management Solution:
DealerRater.com positive review generationDealerRater.com positive review generation
Customer Rating Cards
Rating cards to hand out to
your raving fan customers
Easy way to increase your rating
Helpful reminder for your best
customers to post a review Good for both sales and service
department consumer reviews
Use the back side to promote sales & service specials
Works pre sale AND post sale
Direct community members to your good ratings
ADP assigns a URL: www.RateABCMotors.com
Dealer Community topic for Forums and Blogs
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ADP Reputation Management Solution:ADP Reputation Management Solution:
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Dealer Directory Certification Icon
Certification icon displays next to listing Lets buyers know immediately of your status
Attracts more clicks
Free Vehicle Leads
Receive and track vehicle leads Optional - receive leads from distant buyers
Optional - receive leads for competing makes
Free Classified Ads
Unlimited Listings New & Used Inventory Up to 36 photos per car
Inventory data via DMS or 3rd party provider
Ad runs until car is sold
ADP Reputation Management Solution:ADP Reputation Management Solution:
Additional DealerRater.com features for dealersAdditional DealerRater.com features for dealers
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Current pricing levels will be maintained with DealerRater using
ADP as a reseller with a negotiated margin Cost will be included
in the price charged to dealers with ADP in control of the accounts
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Solutions Summary
70
KELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMSKELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMS
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KELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMSKELLEY BLUE BOOK DIGITAL ADVERTISING PROGRAMSFORFORD AND LINCOLN MERCURY DEALERSFORFORD AND LINCOLN MERCURY DEALERS
KBB.com is the #1 automotive web site*KBB.com is the #1 automotive web site*
53% ofKBB.com visitors plan to buy within53% ofKBB.com visitors plan to buy withinthe next 3 months**the next 3 months**
Half of online shoppers come to KBB.comHalf of online shoppers come to KBB.com
KBB.com is the most visited automotiveKBB.com is the most visited automotiveinformation web siteinformation web site
Our online advertising packageOur online advertising packagebased on your individual needs, Kelley Blue Book will create custombased on your individual needs, Kelley Blue Book will create customadvertising packages for ford and Lincoln Mercury dealers leveraging manyadvertising packages for ford and Lincoln Mercury dealers leveraging manydifferent ad placementsdifferent ad placements resulting in reaching more lower funnel car shoppers.resulting in reaching more lower funnel car shoppers.
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Reach in-market shoppers in your local area Exclusively target local car shoppers by make and territory Customize your ad placement based on dealer-defined territoryProminent placement and special Showcase Dealer recognition
Be the only advertiser in your market area to showcase on kbb.com Maximize brand exposure on new-car pricing report page and 130+ additional premium pages Secure top dealer placement on search result pages Enhance your marketing message using dynamic, expanding rich-media adsDrive more traffic to your Web site Link your banner ad and listings directly to your dealer Web site Generate high quality leads from kbb.com
Dealer Showcase Package
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Auto Intender Package
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Auto Intender Package
Reach local car shoppers by advertising on the used-car home page
and used-car category pages.
Premium ad placement and branding opportunity
Reach new-car shoppers researching their trade-ininformation in the used-car section
Secure top-of-page positioning to ensure your admessage is seen first and every time
Maximize ad investment by marketing only to targetedcustomers
Target local car shoppers researching anymake and model
Enhance your marketing message usingavailable rich-media ads
Align your brand with the #1 automotive Web sitetrusted by millions of car shoppers
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Run of Used Package Leaderboard, Skyscraper
Target local car shoppers researching their next vehicle purchase.
Maximize brand impact
Customize your ad placement based on make and dealer-defined territory
Effectively shut out your local competition by owning multiple ad units
(leaderboard and skyscraper combined) Reach new-car shoppers researching trade-in information in the used-car section
Premium page takeovers increase brand recognition and purchase consideration
Maximize brand exposure on make-specific content pages
Powerful add-on for your Dealer Showcase ad package
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Behavioral Targeting Network (BT)
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Behavioral Targeting Network (BT)
Target local in-market shoppers as they visit other relevant network Web sites.
Premium ad placement on top local Web sites
Identify your target shoppers while theyresearch their next vehicle purchase on kbb.com
Qualify and track those shoppers as they leave kbb.com
Display your marketing message to the samekbb.com visitors when they enter other network sites
Increase purchase consideration by reaching intended
shoppers in the right place, at the right time
Dealer Ads are delivered to thefollowing category of niche Web sites:
Automotive
Business/Finance Career
Family Music
Photo/Video Sharing
Sports Social Networking
Technology And More!
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