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.
Digital Advertising Dealer Summit November 18, 2008
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?
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.
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)
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:
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
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 $85 for same spots using local radio sales channels)
Normally we would check the box “I already have an ad” and then upload our 30 second radio spots to be pushed directly into each stations rotation software and then broadcast
Digital Advertising How To: Google Print – Newspaper Advertising
Back to the Campaign Summary Screen, we see that bidding on local newspaper advertising is also available
Digital Marketing Print Ads… Let’s see if we could save Rich OEM X any money on buying newspaper display ads.
If You MUST Have Newspaper… Try saving thou$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
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
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.
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
Thank You Scott Jones Automotive Sales Manager Specific Media www.specificmedia.com 603.580.1006 / firstname.lastname@example.org
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:
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)
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