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Automotive Digital Advertising for Car Dealers
 

Automotive Digital Advertising for Car Dealers

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Automotive Digital Advertising for Car Dealers

Automotive Digital Advertising for Car Dealers

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  • Why do we ask dealers to register at OEMDigital.com before we recommend any digital advertising?The OEM Digital Advertising Program is designed to leverage each dealer’s existing search engine rankings by researching the “organic” or natural listings that dealers do not pay for, before buying any paid search listings. By first testing the most important search words and phrases, the relevant keywords used by local in-market car buyers that already show the dealer prominently listed, can be excluded from those that the dealer pays for. This strategy allows ADP to bid on only the most effective keywords that the dealer is not already getting for free, then shift the remaining budget to display advertising on web sites used by the dealer’s local customers. Eliminating the practice of bidding on the wrong keywords or Geotargeting outside the dealer’s effective market area allows ADP to provide OEM X and OEM Y dealers with a blended online advertising approach that maximizes the showroom, phone and dealer website sales opportunities generated.

Automotive Digital Advertising for Car Dealers Automotive Digital Advertising for Car Dealers Presentation Transcript

  • Digital Advertising Dealer Summit
    November 18, 2008
  • Marc Cross – Jordan OEM XDealer Best Practices
  • North American Digital Traffic Map
    Content Deleted
  • OEM X
    OEM Y
    Content Deleted
    Content Deleted
    National
  • OEM X
    OEM Y
    Content Deleted
    Content Deleted
    Southwest
  • Introductions
  • Nationally recognized speaker and author on Automotive Digital Marketing, Advertising, Lead Management and CRM Practices
    Led team that generated and managed 144,000+ leads at a single-point Phoenix dealer in 2 years
    Managed dealership sales team that delivered 4,000+ vehicles to Internet Leads and website phone calls in 2006
    20+ year background in developing Digital Marketing strategies and lead management implementations for dealers and car companies
    Managed first retail automotive pilot program for Google Audio while in beta testing at Courtesy Chevrolet in 2005, 2006 and 2007
    Started generating Internet leads in 1986 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in San Diego
    Reynolds Consulting/Cyber Car Catalyst of the Year in 2001
    AAISP/Digital Dealer Magazine Internet Sales Manager of Year 2006
    OEM Digital Advertising Program Director at ADP Dealer Services
    Ralph Paglia
  • Prior to supporting OEM X full time, held
    multiple positions in OEM X Retail, including
    as Sales Manager in a High Volume Detroit
    OEM X Dealership
    Started working with Internet leads in 1996, and one of the developers of the original Salespoint app in 1998.
    Since 1999, Supported OEM X and OEM Y online efforts in Automotive Lead Management and CRM Process design
    Half a Car/Cyber Car Group consultant. 
    Key developer in the OEM X Suite of e-tools and Internet sales process training. 
    Has conducted seminars in all 17 OEM X and OEM Y sales Regions, Field Personnel Training, and New Dealer Training
    Doug Mitchell
    Content Deleted
  • Specific Media - 2 years
    Tripled district sales in first year
    Key contributor to overall auto category success of Specific Media - #1 Heavy Auto Property
    Specializes in local auto business success online – Tier II & III
    New York Times Co.- 3 years
    Ran NYTimes.com in the NE region
    Developed Boston.com business as the #5 local website in the nation
    Alcatel - 6 years
    Director of Business Development - Networking Division
    Technology solutions to drive business process improvement
    Scott Jones
  • OEM (tier 1), HDAA (tier 2) and Dealer (tier 3) Websites
    Inventory Aggregation Portals (Autotrader, Cars.com)
    Lead Producers and Resell Aggregators (Dealix, OEM Leads)
    Specialized Microsites and Landing Pages
    URL and domain management portfolios
    CRM and Lead Management Tools
    Automated Email Marketing and Communication systems
    Assigned Resources and Business Processes
    Search Engine Optimization
    Social Networking and Reputation Management
    Digital Advertising
    Search Engine Advertising
    Content and Demographic Network Ad Placements
    Behavioral Targeting Campaigns
    Retargeting Campaigns
    Site, Services and Event Sponsorship Campaigns
    What is Automotive Digital Marketing?
  • Automotive Ad SpendShift to Internet
  • Digital Media Spending Growth
    *Source: IAB.net
  • Digital Spend % - TIER I / TIER II
    Tier I and Tier II spend has increased as Internet shopping activity has grown
    Source: Ad Activity, SEM/Display
  • Digital Growth - Retail Sales
    Internet Sales as a % of Retail sales continue to grow in importance
    Source: CKS Sales Match
  • Content Deleted
    % of OEM X buyers research on-line
    70+%
  • Moving beyond “Why Digital”
    AIU – Automotive Internet Users – J.D. Power
  • Why doesn’t dealer advertising have the same impact on sales that it had a few years ago?
    1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007
    2. 2006 National Automobile Dealers Association Data
  • Only travel is more influenced by Online media
    Source: DoubleClickTouchpoints III
  • “Which one of these information sources was most important when making decisions about buying your vehicle?”
    R.L. Polk 2007
  • Newspaper spending is declining
    Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and retail companies.
  • Dealer Lead Management
  • Lead Management
  • Quality Response
  • Keys for Success
  • Resources
  • Digital Marketing Consultant (DMC)
    Ron Kelly – Southwest
    Content deleted
    Content Deleted
  • Resources
    Lead Management & Reporting
    Content Deleted
  • Resources
    Home Portal
    Content Deleted
  • Templates
    Digital Ad Guide
    Scripts
    Training
    Contact Directory
    Images
    Events Calendar
    Metrics
    Links
    Resources – Home Portal
    Content Deleted
  • Resources – Home Portal
    Content Deleted
  • Resources – Home Portal
    Content Deleted
  • Resources – Home Portal
    Content Deleted
  • Metrics
  • Metrics – Data Collection
    7
  • Dealer Overview
    Lead Response Time
    Leads Details Report
    Resources - Metrics
    Content Deleted
  • Dealer Overview
    Content Deleted
  • Dealer OverviewNew OEM X Sourced Leads
  • Dealer Overview – 30 Day Match
  • Dealer Overview – 60 Day Match
  • Dealer Overview – 180 Day Match
  • Dealer Overview – Long Term Follow Up
    20 Sales in 30 Days
    25 Sales in 60 Days
    29 Sales for 180 Days
    50% of our customers purchase after 10 Days
  • Dealer Overview – Lost Sales
  • The vehicle shopping process takes about three months for the average AIU
    Source: 2007 J.D. Power and Associates New Autoshopper.com Study
    Based to AIUs
  • Lead Response Time – LRTUpdated Nightly
  • Lead Details
    Content Deleted
  • Lead Details
  • Lead Details
    Content Deleted
  • 71%
    68%
    67%
    64%
    22%
    20%
    21%
    21%
    It’s not just about generating leads
  • The other 80% of car buyers that use the web
    Beyond the lead
  • Digital Marketing Consultants
    Digital Advertising Guide
    Three-Tiered Dealer Approach
    Do it Yourself
    • Region DMC’s & OEM Program Guide
    Help You do it
    • 2 Day DA Setup/Training visit
    Do it for You:
    • Professional Produced Ad Creatives
    • Prenegotiated Network Pricing
    • Monitor & Report Performance
    • Budget Optimization
    • Co-Op Preapproval/Assistance
    • Special Partner Incentives
    OEM X and OEM Y Digital Advertising Program for Dealers
    Content Deleted
  • Digital Advertising – Phase 1 Approach
    Do-It-Yourself Digital Advertising
    Although it may seem complex, many forms of digital advertising can be done without extensive training. We share with you some of the latest ways you can get started, many of them at no cost!
    Content Deleted
  • Digital Advertising – Phase 2 Approach
    Digital Advertising Setup & Training
    An introduction to the tools, processes and know-how needed by dealers to get up and running with online advertising – 2 days of in-dealership hands on process definition, building and launching actual campaigns!
    Day 1
    Campaigns
    Setup
    Day 2
    Campaigns
    Launch
  • Full Service Digital Advertising Solution
    OEM X has partnered with ADP to offer your dealerships some of the most advanced advertising solutions that are available today.
    Digital Advertising – Phase 3 Approach
    Turn-Key OEM Program Solution covered in detail later this AM….
  • Ralph Paglia
    Director - Digital Marketing
    OEM X and OEM Y Digital Advertising Program
    ADP Dealer Services
  • Retail Experience with Digital Advertising (2005-2007)
    Web Generated Phone and Lead Volume:185% Increase in 18 months 1,800 - 2,100 leads a month (before) 5,200 - 5,900 leads a month (after)
  • Retail Experience with Digital Advertising (2005-2007)
    • Sales to Leads/Calls from Digital Marketing: 352% increase in 18 months 74 – 90 units a month (before) 300-335 units a month (after)
  • Consumers visit an average of 6 dealerships, but they are visiting only one dealership per brand.
    Digital Advertising is an effective way to increase a dealer’s selection as the one OEM dealer that the consumer visits.
    Consumers Compare Brands Online Dealers are Competing with Other Makes… Online!
    Are you planning your shift for maximum effectiveness?
  • Search Engines are the primary tool used by car buyers for filtering dealerships
    Dealer Websites are now an extension of the dealer’s showroom and local brand
    What you need to knowPre-Selection Filters - Car Buying Starts on Web
    Are you planning your shift for maximum effectiveness?
  • 1. Online Display Advertising
    Ad Networks
    Automotive Websites
    Local Media Websites
    National Websites
    Behavioral Targeting
    Geotargeting
    Contextual Targeting
    2. Search Engine Advertising
    CPC/PPC/Sponsored Links
    3. Offline Ad Cost Efficiency
    Google Audio (radio)
    Google Print (newspaper)
    Google TV
    Digital Advertising Advantages
    TRACKABLE RESULTS
    QUALITY TRAFFIC
    TARGETED ADVERTISING
    COST EFFECTIVE ROI
  • Over Half of all Dealers use Search Advertising
    You compete, whether or not you participate!
    Dealerships Using Search Advertising
  • Which Dealers use Search Advertising today? Why do they sell more cars?
    Search Advertising by dealers is rapidly expanding, many of the SEM service providers used by dealers have opaque fee and service charge policies that result in highly diluted returns on dealer Search Advertising investments. The most successful dealers are managing their Search Ad campaigns in-house or using DA service providers with fully disclosed fee structures.
    J.D. Power 2007 (DSOBS)
  • Digital Advertising:
    What To Measure
  • What should dealers measure?
  • What does it look like when we evaluate a Digital Advertising Campaign (4 month metrics)
    33,257,657 Impressions Generated – How many times the ad was seen
    29,528 Click Throughs - Visits to the dealers web sites, landing pages and micro sites
    2,248 Leads Generated - Electronic Leads and Phone Calls Generated
    174 Vehicles Sold – You know what this means!
    $71,801.30 Campaign Cost –How much spent on Digital Advertising Campaign
    $2.16 Cost per Thousand (CPM)- How much to get 1,000 Impressions
    $2.43 Average Cost per Visitor to dealer’s site
    $31.94 Average Cost per Lead Generated
    $412.65 Average Cost Per Vehicle Retailed (PVR), (compares to $620.55 YTD)
  • Digital Advertising Examples:
    Search Engine Advertising
  • Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”
    Digital Advertising:Google Search Engine Advertising
    Content Deleted
  • Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”
    Digital Advertising:Yahoo! Search Engine Advertising
    Content Deleted
  • Which Digital Advertising Networks contractually participate in the OEM Program Program?
    Specific Media Advertising Networkhttp://www.specificmedia.com/why-specific-media.php
    ABC and affiliate stations, CBS Sportsline, Disney Internet Group, E! Online, MLB.com, Food Network and hundreds more.
    Google Advertising Networkhttp://adwords.google.com
    Site examples: CNN, MySpace, New York Post, Macworld, HowStuffWorks, Univision, AutomotiveForums, Swapalease, Kudzu and thousands more.
    Yahoo! Advertising Network http://advertising.yahoo.com/central/solutions/auto/
    Site examples: Ebay Motors, Yahoo! Autos, Yahoo! News, Yahoo! Email, Comcast, AT&T, Cars.com, WebMD, Forbes and thousands more.
    Jumpstart Automotive Media Network http://www.jumpstartautomotive.com/advertisers/dealers/local.php
    Site examples: Consumer Guide Automotive, J. D. Power & Associates, NADA Guides, Vehix.com, Shopping.com, Motortrend, Car and Driver and many more.
  • Display Advertising on Consumer Facing Websites
    Digital Advertising Examples:
  • Animated Online Display AdvertisingBehavior Targeted Dealer Ads on National Sites
    Content Deleted
  • Geotargeted Display Advertisement placed on 2009 OEM X F-150 section inside OEMF150.net
    Content Deleted
  • OEM X Dealer Display Advertisement placed on 2009 OEM X F-150 section inside PickupTrucks.com
    Content Deleted
  • OEM X Dealer Display Ad placed on NewCarTestDrive.com consumer info site – Geotargeted within 35 miles of store
    Content Deleted
  • Types of Online Advertising Buys:
    Pay for Placement by Time (fixed monthly fee)
    Pay per Click (PPC or CPC)
    Pay per Thousand Impressions (CPM)
    Pay per Conversion (CPA) Leads & Calls Generated
    How to Get it Done:
    In-House: Do It Yourself
    OEM 2 Day Digital Ad Setup and Training Visit
    OEM Digital Advertising Program for Dealers
    Outside SEM Service Providers & Ad Agencies
    OEM X Dealer Advertising Fund (HDAA) Association
    OEM X OEM Digital Ads
    How does buying Digital Advertising work?Can dealers use online ads to drive Traffic?*
    *Traffic = Showroom, phone and visits to your web sites
  • Page 31
    Digital Advertising How To: Google Adwords
    Content Deleted
  • Every OEM X and OEM Y dealership should have a Google AdWords account for the capability of communicating quickly and cost effectively within their PMA
    Google Adwords is used in:
    DIY Digital Advertising
    OEM Program Training Scope
    OEM Program Managed Campaigns
    Access Requirements & Cost:
    • http://adwords.google.com
    • Valid Credit Card
    • $5 to activate Dealer’s account
  • Even when outsourcing a Search Advertising budget, it’s important to have an Adwords account that can be used for instant marketing communications…
    Google AdWordssupplies coaching and guidance at no charge
  • “We were unable to process your request to add and/or edit your keywords. Adding these keywords would increase your account's total number of keywords beyond a manageable amount. Please add either fewer keywords or reduce the number of existing keywords in your account.”
    Buyer Beware: Tip #17When SEM providers claim “Millions” of Key Words… They are lying! Anyone who has pushed the limits of Google Adwords has seen this message
  • Promoting Your Dealership
    Online and Offline
  • Google Audio (Radio) - Available to Dealers in all 3 tiers of OEM Digital Advertising Program
  • Re-activate Google Audio Ads.Since you last advertised with Audio Ads, we've introduced new tracking and targeting features. Now you can track phone calls, website traffic, conversions, revenue, and more metrics generated by your radio campaign. You can access over 1600 FM and AM radio stations, including stations in local regions as well as Top 10 stations in the largest US markets. Get help from an Audio specialist | Dismiss this message
    Google Audio (Radio) - Available to Dealers in all 3 tiers of OEM Digital Advertising Program
  • When we check on Albuquerque for Rich OEM X, we find 24 Radio Stations have provided Google with direct access to On-Air inventory…
  • What would be available to Rich OEM X, running Radio Spots 24 hours a day, bidding a limit of $5.00 CPM listeners basis?
  • Rich OEM X would get 8,042 spots
    24 radio stations
    Total cost of $10,611$1.59 CPM avg. bid
    Net cost of $1.32 per Spot
    Running Radio 24 hours a day:
  • What if we ran Rich OEM’s Radio Spots ONLY DURING WEEK DAY DRIVE TIME, On 24 Albuquerque & Santa Fe Radio Stations?
  • Running Radio Spots DURING PRIME DRIVE TIME,
    on 23 Radio Stations in Albuquerque/Santa Fe market,
    Rich OEM X would get 3,335 spots at $8,932 total cost,
    $2.13 CPM = $2.68 Average Cost per Drive Time Spot…
    (Dealer was paying $85 for same spots using local radio sales channels)
  • Normally we would check the box “I already have an ad” and then upload our 30 second radio spots to be pushed directly into each stations rotation software and then broadcast
    • With Google Audio, the auction allows bidding on STATION CATEGORY, not call letters, and the terms are CPM not per spot or campaign budget totals…
  • After a OEM X or OEM Y dealer opens their Adwords account, they can see radio stations participating in their local market
  • Houston – Google Radio
  • Houston
  • Digital Advertising How To:
    Google Print – Newspaper Advertising
  • Back to the Campaign Summary Screen, we see that bidding on local newspaper advertising is also available
  • Digital Marketing Print Ads… Let’s see if we could save Rich OEM X any money on buying newspaper display ads.
  • If You MUST Have Newspaper… Try saving thou$ands using Google Print!
  • Do you advertise in San Francisco?Reach more San Francisco customers by advertising in newspapers! We've made it easy to choose from 20 San Francisco area newspapers (from the San Francisco Chronicle to the El Mensajero). Create an ad in minutes, and set a price that's right for you. Learn more | Dismiss this message
    Google Print (newspapers)See what newspapers auction ad space in your market
  • Get local with Google Print AdsTrying to reach customers in Phoenix? We have 14 Phoenix area newspapers from the Arizona Republic to the Navajo-Hopi Observer. We'll even help design and run a newspaper ad campaign with you, based on your goals! Learn more | Dismiss this message
    Google Print (newspapers)See what newspapers auction ad space in your market
  • In this section, we check for newspapers in Rich OEM’s market that have signed up with Google Print
  • Select Newspapers
  • Google Print - Houston
  • Google Print – San Antonio
  • San Antonio Newspapers
  • Google Print - Dallas
  • A step-by-step process allows us to select the section of the newspaper we would like our advertisement to appear in…
  • Next, we select the size of Newspaper Ad we want to run. In this case we know that Rich OEM X likes to own the whole page
  • We bid on the Saturday editions…
    We bid on the Sunday editions…
  • First Google starts selling radio, Then they put Newspaper ads up for auction - Now TV?
  • Digital Advertising How To:
    Google TV – Local Cable TV Advertising
  • $150 a Day for a Dealer to be on Cable TV?
  • Google Incentive Example$2000 Ad Credit to Produce TV Spots…
  • Dealers can use Google Adwords to manage multiple types of advertising campaigns…
  • Digital Advertising How To:
    eNewsletters and Online Chat
  • eNewsletter Marketing to Dealer Email Database
    White Listed – Gets through Spam Filters
    Drives Traffic –Dealer designated websites
    Turnkey - ADP supplies Pro written articles & reviews
    Locally Focused Articles
    Segmented & Targeted by dealer’s customer types
    CAN-SPAM Compliant
    Re-engages Dealer Websites visitors and gets them back to Dealer Websites – Recycled Sales Opportunities!
    Content Deleted
  • Digital Advertising How To:
    OEM X and OEM Y Dealer Advertising Co-op Program
  • Tier III Co-op Program
    Launched April 1, 2008
    Objective: Generate incremental Tier III advertising by reimbursing 50% of qualifying dealer advertising each month
    Eligible Media:
    TV & Cable
    Digital, Magazines
    Direct Mail/Circulars
    Outdoor & Transit
    Newspaper, Radio
    Alliances, Sponsorships & Events
    Internet Advertising
    Search Engine Marketing (SEM)
    Banner & rich media
    Content Deleted
  • Through Oct. 31st:
    If total ad space of a newspaper, magazine, direct mail circular, outdoor/transit, radio, & TV/Cable ad features 50%+ Sonata, Santa Fe of Tiburon, the ad will be reimbursed dollar for dollar
    if the total ad space of an internet ad or sponsorship/alliance/special event features 100% Sonatathe ad will be reimbursed dollar for dollar
    Through 12/31/08, “Clearance” can be used outside of the traditional Model Year Clearance or Year-End Event campaigns
    Notable Co-op Program Enhancements September 2008
  • Tier III Co-op: Getting Started
    Program info available via website
    Program binders shipped to all OEM dealers in July
    Co-op HQ:
    Web www.HyundaiCoOp.com
    Phone 866-969-8667
    E-mail HMACoop@nsi1919.com
    Hours 8:30am – 5:30pm CST
  • OEM X and OEM Y Dealer Advertising Co-op Program
    National advertising, HDAA and HDAA advertising, and your local advertising all play a critical role in moving consumers toward the purchase of a new OEM X or OEM Y vehicle. Through clear, consistent, brand complementary advertising, we can continue to build a powerful marketing presence that enhances our base of satisfied, loyal customers and drives sales growth. To help you create brand-enhancing new-vehicle advertising that keeps current customers coming back, OEM X Motor Company (FMC) and the OEM X and OEM Y Dealer Councils are pleased to launch the OEM X and OEM Y (OEM) Dealer Advertising Co-op Program. All OEM dealers are automatically enrolled in this program.
    Media available today from the OEM X Digital Advertising Program for Dealers
    Media available in the near future from the OEM X Digital Advertising Program
  • Action PlanWhat will you do when you return to your store?
    Check List Items
    Lead Management; Internet, Phone & Showroom
    Download/Print Advertising Guide from FMCDealer.com
    Assign Roles and Responsibilities; whose job is it?
    Identify What’s Missing
    What’s your message?
    Who’s your target?
    Google Adwords - Set up a dealership account
    Google Adwords Training – Get Adwords Certified
    Too Much? – Then get help from OEM Program Consultant
    Outsource? – OEM Program Program is a trusted resource
  • Dealership Results?
    Examples from the real world of selling OEM X vehicles in today’s market
  • Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total cost of $10,666 resulting in a cost per spot at $2.15 each. The equivalent average cost per spot buying the same Dayparts and reach through local radio media salespeople would have been over $50 per spot
  • Reach More with Less
  • Content Deleted
    Digital Advertising Campaigns using 3 types:
    Digital Audio Campaigns (local radio)
    Site Placement Targeted Campaigns
    Keyword Search Advertising Campaigns
    Albuquerque - Santa Fe, NM MarketJanuary, February and March 2008
    OEM X DA Dealer Pilot & Proof Of Concept
    Rich OEM X Digital Advertising Pilot
  • Digital Advertising for Dealers Case Study – Paid Search and Web Site Display Advertising
    Content Deleted
    PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!
  • Digital Advertising for Dealers Rich OEM X Case Study – Digital Audio Campaigns (Local Radio)
    Content Deleted
    PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!
  • Content Deleted
    Rich OEM X BEFORE
    Previous Month before Digital Ad Campaigns (Nov 21-Dec 29) = Same Days Tracked
    Website 800 Sales Line = 272 Total Calls
  • Content Deleted
    Rich OEM X AFTER
    75%
    Increase in Sales Calls
    From Dealer Web Site
    Digital Advertising Campaigns (Jan 21-Feb 29) = Same Days Tracked
    Website 800 Sales Line = 476 total Calls
  • Rich OEM X 2008 Results
    #1 in sales volume for their region in February 2008
    January-April 2008 Sales Performance:
    120 TOTAL NEW CARS 31.9% increase from 2007
    217 TOTAL NEW TRUCKS2.8% increase from 2007
  • Digital Advertising Call To Action
    Go to www.OEMDigital.comand get a no-charge Search Engine Analysis sponsored by OEM’s Digital Marketing Team
    An OEM Digital Advertising specialist from ADP will review results with you.
    Content Deleted
  • “Digital Advertising is like the wild west right now, with all manner of snake oil being peddled to dealers as the latest and greatest digital widget that will cure all that ails your dealership…”
    Dealer Blog Comment
    www.AutoDigitalMarketing.com
    Buyer Beware
  • Content Deleted
    Value SpendingFor Dealer or Supplier?
    This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.
    This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.
  • Content Deleted
    Value SpendingSomewhere else!
    In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed.
    In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed.
  • 15 Minute Break
  • Welcome Back
  • OEM Home Portal
  • Scott Jones
    Automotive Sales Manager
  • About Specific Media
    • Online ad network created in 1999
    • OEM X Strategic Partner since 2006
    • Charter member of the OEM X Digital Advertising Program
    • Premier network of trusted consumer branded sites
    • Suite of advanced proprietary audience targeting technologies
    • Data insight into 95% of all online consumers
  • Types of On-line Advertising
    Search
    Display
    Strengths:
    • Only bid on words/phrases you want
    • Only pay if customer clicks
    • Task-based behavior, seeking info
    Weaknesses:
    • Primarily text-based advertising
    • Limited choice (Google or Yahoo!)
    • Competing with manufacturer for key words
    Strengths:
    • Convey message graphically – better aligned with non-digital ads
    • Target ads to in-market shoppers
    Weaknesses:
    • Unlimited choice – who to choose?
    • Ensuring proper measurement of key actions
  • Does Display Drive Search?
    Based on a study performed by Microsoft in August 2007, a strong connection exists between display and search:
    • Display ads significantly drove search clicks.
    • Display ads had an impact on both search impressions and clicks.
    • Great opportunities exist to increase reach through paid search campaigns.
    • Display drives a significant increase in branded search terms during and after a campaign.
  • Typical San Antonio Online Auto Plan
    Search
    Display
    www.kabb.com
    www.ksat.com
    www.mysanantonio.com
    www.cars.com
    Display Plan Lacks Efficient Scale
  • How can I get Efficient Scale?
    Ad Networks
    What are Ad Networks?
    • Collection of on-line ad inventory across many publisher sites
    • Allows advertisers to make a single buy and touch users across the web
    • Ad Networks vary in quality and type of inventory
    • Most networks allow for different types of customer targeting
  • Audience Reach
    Specific Media reaches over 81% of unique in-market car shoppers online, over 11 times greater than other endemic auto sites.
  • Geographic
    Target car buyers in specific locations
    Behavioral
    Target prospects whose recent online behaviors indicate high interest in purchasing a car
    Contextual
    Target prospects while they are viewing automotive-related content on the Internet
    Demographic
    Target prospects based on your ideal market demographics
    Retargeting
    Target prospects who have already visited your website – leverage all media
    Types of On-line Targeting
  • Retargeting
    Retargeting gives advertisers the power to connect with past website visitors in a simple, cost-effective and non-intrusive way
    The most valuable users on the Internet are the past visitors to your website
    98-99% of website visitors leave without completing a transaction
  • Retargeting
  • Retargeting
  • Behavioral: Data is the Name of the Game
    American
    Leaguer
    Batting
    Champion
    Baseball Player Who is it?
    Kansas City
    3rd Base
  • Targeting Auto Intenders with Scale
    Publisher A
    • 481k unique users
    • 375k in region
    • 49K Auto- Heavy Users
    • 38k in region
    Specific Media Universe
    • 1000 name brand publishers
    • 153M+ U.S. unique users
    • 10,775,000 Auto- Heavy Users
    Total US Online Population: 189,134,000 unique users/month
    Source: ©2008 comScore, Inc
  • Tracking User “ABC123” (Heavy Auto User)
    Monday
    Thursday
    Wednesday
    Content Deleted
    Like in the baseball example it takes more than one data point to ensure this is a user we want to target
  • Why Use a Network like Specific Media?
    Buying All Consumers Locally:
    • No targeting or insight – shotgun
    • Several individual buys – no coordination, duplication
    • High funnel strategy vs. selling today
    Specific Media Network:
    • Many of the best local websites
    • Coverage includes local geography only
    • Only buy in-market auto customers
    • Leverage Tier I campaigns/scale
    • Optimize campaign over time
    Target Market
  • Online Advertising Case - Truck Leadership
    Scenario
    • Mid year 2007…Silverado within 5,000 units of X-Series
    • Chevy riding wave of new truck…next X550 still a year away
    • Limited budgets – big broadcast plan not possible (normal course of action)
    • 30 years of Truck Leadership at stake!!!
    Truck Leadership Campaign
    Half – In-Dealership Support (Truth About Trucks)
    Half – Online campaign targeting in-market truck shoppers with SM
    Did This Actually Drive Sales?
  • So…What Happened?
    Light-Truck
    Sales
    2007 YTD
    12 mos. 2007
    Content Deleted
    Other Insights:
    • Vehicle Disposed (conquest vs. repeat)
    • Share of Garage (other sales opportunity)
  • Thank You
    Scott Jones
    Automotive Sales Manager
    Specific Media
    www.specificmedia.com
    603.580.1006 / sjones@specificmedia.com
  • Turn Key Solution
    OEM Digital Advertising Program for Dealers
  • What is it?
    How does it work?
    Who does the work?
    How much does it cost?
    Why would I use it instead of self managed or other suppliers?
    OEM X and OEM Y Digital Advertising Program for Dealers:The “Turn Key” Solution (#3)
    OEM Program
    Campaign Manager
  • Reputation Management
    Connect Dealers with Customers
    When They Research and Pursue Passions
    withADP provided
    Website Ad Networks
    Connect Dealerswith Customers
    When They Go Beyond Web Sites
    withADP provided
    Digital Buying of Offline Media
    Connect Dealers with Customers
    When They Search Online
    engaging withADP
    Search Advertising
    OEM X and OEM Y Digital Advertising ProgramProvides Dealers with access to a comprehensive and professionally managed solution that utilizes OEM X Motor Company buying power
  • Two Pricing Components:
    $495.00 a month Account Services
    Campaign management
    Professionally produced animated Ads (Flash)
    Weekly/Monthly reporting and conference calls
    OEM Dealer Ad Co-Op Preapproval (when relevant)
    $$$ Media Buying Budget is Determined Monthly
    Monthly media spending limit is listed on contract
    20% of total ad budget is recommended minimum
    OEM X National Pricing on Ad Network Media Buys
    12 month agreement w/30 Day cancellation clause
    OEM X and OEM Y Digital Advertising Program for Dealers “Turn Key” Solution
  • Turn Key Solution
    Maximum (cap) on monthly media buying for dealership is listed on the initial contract
    Planning - OEM Program Virtual Marketing Representative (VMR) Campaign Managers plan each campaign by working directly with dealer
    Execute - VMR’s then execute the campaigns by:
    Develop and get approvals on all creative
    Traffic Ads on the Internet (network & site placements)
    Report - Review monthly performance with dealer to determine next month’s campaign activities and media mix allocation
  • ADP has assigned a team of highly trained, experienced digital advertising professionals to manage campaigns for OEM X and OEM Y dealers who participate in the OEM Program Managed Solution.
    The Virtual Marketing Representative (VMR) communicates with dealers:
    • Weekly reports and conference calls
    • Approval of campaign creative
    • Manage budget to results
    • Monitor performance by network
    • Monitor performance by campaign
    • Be the dealer’s marketing manager
    ADP Digital Team
  • Targets 7 key “in-market” consumer behaviors
    Popular websites display dealer advertising campaigns
    Get a quote
    Virtual test drive
    Search vehicle inventory
    Offer-driven
    Trade-in value
    Specific make/model search
    Special financing
    Display Advertising: Flash Banner Ads
    Example of a 728 x 90 size Animated Flash-based Display Ad
    Content Deleted
    Example of a 300 x 250 size Display Ad
    (Animated Flash)
  • Turn Key Solution
    Content Deleted
  • Skyscraper Display Ad
  • Leaderboard Display Ad
  • Inline (Rectangle) Display Ad
  • See Examples of Animated OEM Program Program Ads by clicking on thumbnails atwww.OEMDigital.com
    Content Deleted
  • The biggest mistake would be to do nothing!
    Key Dealership Action Items
  • Question and Answer Panel
  • Surf and search the web, learn the landscape
    Dealership Name
    City Name and OEM X OEM Y or model
    Non OEM X OEM Y competitors name
    Open Google Ad Words Account
    Page 12 of Digital Advertising Guide
    Request Free analysis on OEMDigital.com
    Key Dealership Action Items
  • Content Deleted