ADP Digital Advertising Solutions V6
 

ADP Digital Advertising Solutions V6

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ADP Digital Advertising Solutions V6 ADP Digital Advertising Solutions V6 Presentation Transcript

  • ADP Digital Marketing Team
    Online
    Advertising Solutions
    Ralph Paglia
    Director - Digital Marketing
    OEM & National Accounts
    Cell: (505) 301-6369
    Ralph_Paglia@ADP.com
  • Digital Advertising Solutionsfrom ADP Dealer Services
    Online Advertising Campaign Development & Management Solutions for Car Dealers
    Expanding the portfolio of business development tools that Dealers have available to them from the ADP Digital Marketing team. Designed for Dealers who want to promote their business using proven, powerful, measurable and interactive web based advertising strategies and delivery tactics…
  • What types of online advertising can dealers use to drive traffic into showrooms, make phones ring and send visitors to their web sites?
    Buying Online Advertising:
    Pay for Placement by Time (fixed monthly fee – cars.com)
    Pay per Click (PPC or CPC)
    Pay per Thousand Impressions (CPM)
    Pay per Conversion (Leads and/or Calls Generated)
    How to Get it Done:
    Dealer Managed – Do It Yourself (DIY)
    Interactive Advertising Agencies ($$$)
    Search Engine Marketing Services Providers (risky business)
    Dealer Advertising Cooperative Associations (good luck!)
    ADP Digital Advertising Campaign Management
  • Digital Advertising Solutions that Provide the Missing Pieces of the Puzzle
    • Text based sponsored link ads
    • Image Ad design, production & hosting
    • Dynamic media enriched ads
    • Conversion Optimized Landing Pages
    • Specialized Micro-Sites
    • Deep-Linked URL Management
    • Campaign Management Services
    • Keyword Bid Management (PPC)
    • Site Targeting Bid Management (CPM)
    • Behavioral Targeting
    • Retargeting Campaigns to display your digital ads to your site’s visitors
    • Monthly budget and results reporting
    ADP Digital Advertising provides a full range of online advertising products and services ranging from creating click-grabbing ads with corresponding landing pages, all the way to pre-built campaigns that are proven producers.
  • ADP Digital Advertising Creative SpecificationsOur Digital Marketing Ads conform to industry standards:
    Description of Online Ad Creative Units
    Green indicates ads can be placed on web site using CPM Bid, Direct Placement or Behavioral Targeting campaigns
    Blue indicates ads can be placed on web sites using CPM Bid Campaigns or Direct Placement
    *30k limit for Behavioral Targeting Campaigns, 50k limit for Site Targeted Campaigns
  • Flash-Based Online Ad Creative SpecificationsMedia enriched ads created by BZ Results will conform to the following specifications:
  • Our Designers create attractive and dynamic multimedia ads that drive traffic to campaign specific Micro-Sites & Landing Pages
    ADP Digital Advertising uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site targeted Banners, Leaderboards, Skyscrapers, Square and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s:
    Banner Ads; 468 pixels wide x 60 pixels tall
    Leaderboard; 728 pixels wide x 90 pixels tall
    Inline (box ads); 300 pixels x 250 pixels & 338 x 292
    Small Squares;200 pixels x 200 pixels & 250 x 250
    Skyscraper; 120 pixels wide x 600 pixels tall
    Wide Skyscraper; 160 pixels wide x 600 pixels tall
    Inline
    Skyscraper
    Leaderboard
  • Successful Dealers use text based Sponsored Links, Image and Media Rich Ads that appear in search results and within thousands of web sites
    Our Digital Campaign Managers work with dealers to develop Keyword and Content Targeted Search Campaigns, along with Media Enriched Web Site Targeted Campaigns
    Keyword Targeted
    Site Targeted
    We use Google’s AdWords network for each dealer to reach online car buyers at the moment when they're looking for a new or used car. Using a combination of text based sponsored links, image and rich media ads, the Google Network reaches more than 80% of online car buyers.* ADP digital designers create dealership ads, then use either key search words or designated web sites to target which people see specific ads. For site targeted display ads we manage a dealer’s bids for Cost per Thousand (CPM) impressions for each of the third party web sites we target…
  • What are Pay-Per-Click (PPC) Digital Advertising Campaigns? Why would PPC be used in a dealer’s overall Digital Marketing Strategy?
    Pay for ads on a Cost Per Click (CPC) basis when car shoppers click through to specified Landing Pages…
    Benefits:
    • Control
    • Feedback
    • Relevancy
    • Measurable Results
    Keyword and Content Network Advertising:matches consumer intentions, based on search words used to text based ads that appear in search results (Keyword Bids), or text and image based ads that appear within Google Content Network web sites visited as a result of relevant keyword searches (Content Bids).
  • Where do car buyers see ads? A: Search Engines & Web Sites
    CPM: A few examples of the 900+ sites we target for Ads…
    CPC: Search Engine Marketing
  • What is the “ADP Digital Advertising Network”?
    ADP’s Digital Advertising Campaign Managers place your dealership’s ads more effectively than SEM alone…
    A Few Examples of ADP’s Content Network sites:
    • About.com
    • Lycos
    • InfoSpace
    • HowStuffWorks
    • Food Network
    • NYTimes.com
    • MotorTrend.com
    • Autotrader.com
    • CarandDriver.com
    • Autobytel.com
    • AutoWeekly.com
    • BusinessWeek.com
    ADP Search Network:
    • Google
    • Yahoo
    • MSN
    • AOL
    • Ask.com
    • AT&T Worldnet
    • CompuServe
    • Shopping.com
    • Netscape NetCenter
  • Digital Marketing Division
    Site Targeting can produce more and better convertingtraffic at a lower cost per visitor in highlyCompetitive SEM Markets…
    Campaign Case Study: Site Targeted Campaigns in Phoenix produced 1,018 car shoppers clicking on the dealer’s ads at a $1.41 Effective Cost Per Click and generated over 2.4 Million Ad Impressions at less than $.60 per thousand people!
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    2buycars.net
    4wheelz.net
    acarplace.com
    allautoreviews.com
    allcarsallthetime.blogspot.com
    americancarfans.com
    americandreamcars.com
    anythingcars.com
    aol.com
    arizonagasprices.com
    auto-dealer-website.net
    auto.howstuffworks.com
    autobaron.com
    autoblog.com
    autoclips.net
    autodealerbase.com
    autodealersfinder.com
    autoexplosion.com
    autofan.com
    autoforumz.com
    autofotos.com
    autogeek.com
    autogiant.com
    autoguide.net
    autohopper.com
    autoinfo.org
    autointell-news.com
    autointell.com
    1
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    automall.com
    automart.com
    automobilemag.com
    automotive-links.com
    automotivebuy.com
    automotivedigest.com
    automotiveforums.com
    automotivehelper.com
    autorepair.about.com
    autoseekandsell.com
    autospectator.com
    autoworld.com
    azreporter.com
    collectorcartraderonline.com
    bullz-eye-cars.com
    buyingadvice.com
    camaross.com
    car-advisor.org
    car-dealerships-by-city.com
    car-forums.com
    caranddriver.com
    caraudio.com
    carbuyersnotebook.com
    carbuytip.com
    carcentral.com
    cardealersnearyou.com
    cardealersusa.com
    cardealerz.com
    2
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    cardetective.com
    cardomain.com
    carfinderservice.com
    carjunky.com
    carnut.com
    carphotoalbums.com
    carpictures.carjunky.com
    carpictures.com
    carpredictor.com
    cars-directory.net
    cars-guide.com
    cars-on-line.com
    cars.about.com
    cars.mylounge.com
    cars.networktechs.com
    cars.stargeek.com
    carsandstripes.com
    carscarscars.blogs.com
    carsellersusa.com
    carshownews.com
    carspyshots.net
    carsurvey.org
    cartype.com
    carzunlimited.com
    chevrolet.jbcarpages.com
    chevroletforum.com
    chevy-camaro.com
    chevyhhr.net
    3
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    chevyreviews.com
    chevytrader.com
    classiccar.com
    classyauto.com
    clubavalanche.com
    cnn.com
    cobaltss.com
    coloradofans.com
    conceptcars.autoblog.com
    conceptcarz.com
    consumer-engine.com
    corvetteforum.com
    coupes.autoblog.com
    crashtest.com
    credit-union-4u.com
    creditunionaccess.com
    creditunionsonline.com
    db.theautochannel.com
    dealerrater.com
    dealsonwheels.com
    desktopmachine.com
    dieseltruckresource.com
    digi-go.biz
    discount-tires-online.com
    domesticsale.com
    edmunds.com
    excite.com
    f150online.com
    4
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    familycar.com
    fast-autos.com
    fastautosales.com
    fastcoolcars.com
    fhcars.com
    forum.thecarconnection.com
    forums.aaca.org
    forums.corvetteforum.com
    forums.roadfly.com
    forums1.roadfly.com
    fossilcars.com
    gassavers.org
    gaywheels.com
    gm-trucks.com
    gminsidenews.com
    gonnadrive.com
    greenhybrid.com
    hdforums.com
    hotautodeal.com
    hybrid.com
    hybridcarguide.com
    hybridcars.com
    hybrids.autoblog.com
    insidercarsecrets.com
    intellichoice.com
    invoicedealers.com
    jbcar.ca
    jbcarpages.com
    5
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    justout.net
    leaseguide.com
    leftlanenews.com
    lotpro.com
    lowridermagazine.com
    lycos.com
    mautofied.com
    modifiedcartrader.com
    motonews.com
    motoralley.com
    motorbase.com
    motorbooks.com
    motorcities.com
    motoringfile.com
    motortrend.com
    musclecarfinders.com
    musclecars-and-classics.com
    musclecars.net
    my-car-picture.com
    mycarwizard.com
    mydealerships.com
    mynewcarpurchase.com
    newautoseeker.com
    newcartestdrive.com
    nhra.com
    off-road.com
    oldcarandtruckpictures.com
    oldride.com
    6
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    phoenix.oodle.com
    phoenix.tribe.net
    phoenixgasprices.com
    pictures-of-cars.com
    powersportsnetwork.com
    pricealease.com
    racingjunk.com
    racingsouthwest.com
    realoem.com
    rebates.com
    reply.com
    reviewcar.com
    reviewcar.org
    ripoffreport.com
    roadandtravel.com
    roadfly.com
    rv.net
    safecarguide.com
    sedans.autoblog.com
    seriouswheels.com
    smartcarfinder.com
    sportscarforums.com
    spyphotos.autoblog.com
    streetfire.net
    streetsourcemag.com
    suddenlaunch.com
    supercars.net
    supplierprograms.com
    7
  • A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:
    suvs.autoblog.com
    swapalease.com
    tenmagazines.com
    the-truckers-page.com
    theautobahn.com
    theautochannel.com
    thebiglot.com
    thecarconnection.com
    thecarfanatics.com
    thecityofphoenix.com
    thedieselstop.com
    thesamba.com
    townhall-talk.edmunds.com
    townhall.edmunds.com
    truck-guide.com
    trucks.autoblog.com
    usedcars.com
    usedcarsandtrucks.com
    usedcarsplus.com
    usnews.com
    v6performance.net
    velocityjournal.com
    videos.streetfire.net
    vrooomm.com
    wheelsdirect2u.com
    womanmotorist.com
    worldcarfans.com
    yourdreamride.com
    8
  • What is a “Google AdWords” Account?
    Google AdWords is an online digital advertising management tool that allows dealers to place Ads into Google search results and revenue sharing web sites
    Basic Terminology
    • Ad Position
    • Clickthrough Rate (CTR)
    • Conversion Rate
    • Impression
    • Keyword
    • Landing Page
    • Quality Score
  • Digital Marketing Division
    What determines if a dealer’s Pay-Per-Click bids are successful in showing the dealership’s ads to car buyers?
    The higher a Dealer’s Ad Goup Quality Score, the lower the minimum bid per click.
    ADP Digital Campaign Managers monitor:
    • CTR (Clickthrough Rate)
    • Relevance of ad text
    • Relevance of URL text to Keywords
    • Historical keyword performance
    • Content and layout of dealer’s landing page
    • Other relevancy factors
    New!
  • Quality Score is the basis for measuring the quality of your keyword based Ad and determining your minimum bid
    ADP Digital Campaign Management uses the following Steps To Increase each Dealer’s Ad Quality Scores*:
    Review Keywords
    • Inactive for search
    • Adding negatives and relevant keywords
    Review and Improve Ad text
    Review and Research available URL text improvements
    Create New, Focused Ad Groups
    Review Landing Pages
    Landing Page Optimization (In a Nutshell):
    • Provide relevant and substantial content
    • Treat a user’s personal information responsibly
    • Develop an easily navigable site
  • ADP Digital Campaign Managers administer each dealer’s Google account creating both “Keyword-Targeted” OR “Site-Targeted” campaigns
  • ADP Digital Campaign Manager are experts at using proprietary Google AdWords applications for generating and managing Keywords…
  • ADP Digital Campaign Managers use Google AdWords “Site-Related Keywords” application to integrate dealer campaigns with OEM sites
    ADP Digital Campaign Managers use the Site-Related Keywords online application from Google to find and include Keywords from highly relevant web sites such as 3rd Party Lead Providers, Car Companies and popular local sites such as AZCentral.com
  • ADP Digital Campaign Managers use AdWords to supply dealers with a variety of online ad formats, using content created by BZ Designers
  • ADP Campaign Managers use a variety of online ad formats, including media-rich Flash content and OEM Co-Op compliant logos and branding
    • Ads appear on sites participating in Google’s Network
    • Matched to consumer search keywords and/or page content
    • Show up on participating sites using both Keyword-Targeted and Site-Targeted dealer Digital Advertising Campaigns
  • ADP Digital Campaign Services offers Video and Flash Ads to dealers which are used to provide Content & Targeted Site campaign flexibility
    • Flash is a plug-in that allows animation, used by car companies for their automotive web site ads
    • Allowed for all AdWords dealer campaigns
    • Content and Targeted Site Placement is same for Flash based ads as for any other image ads
    • Designed to comply with OEM Co-Op guidelines
    • Video Ads first appear as static image. Once clicked, (image or play button) plays within ad space.
    • Clicking URL or on ad while playing will link to the targeted landing page, website or deep link.
  • ADP Campaign Managers create AdWords Business Listing Ads for dealers to provide mapping and dealership locator links in search results
    Local Business Ads
    • Add through Google’s Local Business Center
    • Appear in keyword-targeted campaigns opted into search network
  • ADP Digital Advertising provides dealers with CPM based Site Targeted Ads designed to drive traffic to showrooms and Landing Pages
    CPM Bidding (cost per thousand impressions)
    ADP Campaign Managers monitor each dealer’s bids per Geo-Targeted 1,000 Ad Impressions. Impression count when a Web page serves an ad, whether consumers click on it or not.
    How Do ADP Digital Campaign Managers compare CPC and CPM Ads for effectiveness in achieving dealer objectives?
    • Effective CPC for Site-Targeted vs. Reported CPC for Keyword ads
    • Effective CPM for Keyword Ads vs. Reported CPM for Site-Targeted
    • Consider CPC, CTR, and relevance factors across 1,000 impressions
    • Result = eCPM and eCPC for all Digital Advertising Campaigns
    • Highest ranking ad per dealer objectives wins, bids are adjusted
  • Why Site Targeting? ADP Digital Advertising offers CPM based targeted web site Ads to dealers on a cost-per-thousand impressions bid basis…
  • ADP Digital Advertising Campaign Managers use Site Targeting to find web sites visited by a dealer’s local car buyers based on several criteria
    Site Targeting
    • ADP Campaign Managers choose individual sites within network
    • CPM (cost per thousand impressions) model
    • Minimum bid: 25 cents per Thousand Impressions
    • Find sites by URL, category, topic or demographics
    Click to
    zoom in
    +
  • What is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteria
    Google Site Tool Skill Sets used by our Digital Campaign Managers are Included in ADP Digital Advertising Seminars for Dealers and their Internet or Marketing Managers…
  • ADP Digital Campaign Managers use the “Describe Topics” site tool to select sites based on topics that a dealer selects for their local market
    Click on the “Add Selected Sites” to go back to the Summary Section
  • “List URLs” – We enter a targeted web site URL, and the tool checks site availability, and shows all similar subject matter sites in the network
    When you enter a URL that is not part of the Google Ad Network, or has blocked you from placing ads Site Tool looks at what Google has indexed for that URL and serves up similar sites
  • “Select Demographics” – Let’s us use Google’s Site Tool to find sites by that site’s average visitor age, sex, income & more (Advanced)
    Add Selected Sites puts your choices into the Ad Group and brings you back to the summary
    Click to
    zoom in
    +
  • “Select Demographics” – Let’s you use Site Tool to find sites by age, sex, income & more (Advanced)
  • Bidding Strategies and Ad Scheduling are not available from most SEM providers… They are included with ADP Digital Campaign Services
    Digital Campaign Bidding Strategies
    • How Do I Know What My Competitors Are Bidding?
    • Bidding Wars raise costs and dealers lose, Google and Yahoo win
    • Decide what a keyword and an ad position is truly worth to the dealership
    • A-B Testing, continuously adjust ads to improve position
    Ad Scheduling (Dayparting)
    By default ads run 24 hours a day.
    Ad scheduling allows campaigns to run during certain hours or days.
  • When Dealers ask “Why Can’t I See My Ad?”
    Campaign Daily budget too low
    Ad Group Keyword deleted or inactive
    Ad has been disapproved
    GeoTargeting: IP unknown or outside target area
    Dealer’s Ad is not placed on first page
    Dealer’s browser page not refreshing (clear cache)
    The max CPC higher than daily budget
    Missing ad text or keywords
    Campaign has expired (check end date in settings)
    Campaign/Ad Group paused or deleted
    Missing or expired credit card information
  • ADP Digital Advertising Campaign Managers use Google’s preview tool to show dealers how their ads will look online
    Ad Preview Tool: http://www.google.com/adpreview
  • ADP Digital Advertising Campaign Managers administer each dealer’s Google AdWords account and review the data with the dealer or ISM
  • Internet Sales Managers are taught how to understand the analytics in order to judge each campaigns results for the dealership as a whole
  • ADP Digital Advertising Campaign Managers work closely with dealers to monitor where and when campaign results are showing up as sales
    We coach dealership managers on how to review eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and tracking all sales.
  • Text Ads can be sponsored links which appear as search results, or appear on web pages based on Content and CPM Site Targeted bids
  • Image Ads appear on web pages based on Search Content CPC bids, CPM based Site Targeted bids, or fixed CPM per direct site placement
  • Click-to-Play Video Ads appear on Google network web pages based on Search Content CPC bids or CPM based Site Targeted bids
  • ADP Digital Campaign Managers use rich media Ads on targeted sites to drive traffic into Deep Links that deliver relevant content to shoppers
  • ADP creates Deep-Links connected to Advertised URL’s that point to Inventory Pre-Sorts for model specific campaigns that our Campaign Managers set up
    Keyword, Content and Site Targeted Digital Advertising Campaigns drive traffic to “Deep Links” that go directly into specialized content within full featured web sites that are set up o be specifically and directly relevant to the Ad’s message that captured the customer’s attention.
    www.Chevrolet-Silverado.com
  • ADP Digital Advertising Image Ad Campaign Examples
    Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted 3rd Party Web Sites Using the ADP Digital Advertising Campaign Management Services
  • www.ChevroletHHR.net
  • www.ColoradoK5.com
  • Digital Advertising Campaign Examples
    Courtesy Chevrolet Digital Advertising Campaign Specific Display and Text Ads that use both Targeted Sites and Key Words to link click throughs to very specific Micro-Sites, Landing Pages and Deep Links
  • Use of Deep-Links in Online Advertising
    www.GM-Finance.com
    Deep-link into GM PowerShift web site online credit application
  • ADP Digital Advertising Campaign Advantages
    ADP Digital Advertising Campaign Services has developed a portfolio of URL’s that offer higher ad quality scores for dealers
  • URL that displays in Ad is only the beginning portion of the full URL string which the Ad clicks through to…
  • URL that displays in Ad is only the beginning portion of the full URL string which the Ad clicks through to…
  • URL that displays in Ad is only the portion of the full URL string that we want customers to see…
  • ADP Digital Advertising URL Portfolio
    www.Chevy-New.com is used regionally as:
    www.Chevy-New.com/Courtesy-Phoenix.htm
    www.Chevy-New.com/Courtesy-SanDiego.htm
    www.Chevy-New.com/Burt-Chevrolet.htm
    www.Nissan-New.com is used regionally as:
    www.Nissan-New.com/JayWolfeNissan.htm
    www.Nissan-New.com/ABCNissan.htm
    www.Nissan-New.com/MidwayNissan.htm
    www.Toyota-New.com is used regionally as:
    www.Toyota-New.com/JayWolfeToyota.htm
    www.Toyota-New.com/LarryMillerToyota.htm
    www.Toyota-New.com/CamelbackToyota.htm
  • ADP Digital Marketing Team Competitive Advantage and Unique Value to Dealers
    URL that displays in Ad is standardized… The regional Ad uses a dealer-specific Destination URL that goes to that dealer’s Landing Page.
  • Current Toyota URL Portfolio Examples:
    Drive-Toyota.com
    Toyota-Cars-Trucks.com
    Toyota-New.com
    Toyota-Car-Truck.com
    Highlander-Toyota.com
    Landcruiser-Toyota.com
    Tacoma-Toyota.com
    Camry-Toyota.com
    Arizona-Toyota.com
    Prius-Toyota.com
    Sequoia-Toyota.com
    Sienna-Toyota.com
    • RAV4-Toyota.com
    • Tundra-Toyota.com
    • Toyota-Camry-Solara.com
    • Yaris-Toyota.com
    • ToyotaFJ-Cruiser.com
    • Matrix-Toyota.com
    • Avalon-Toyota.com
    • 4Runner-Toyota.com
    • Toyota-SUV.com
    • Toyota-Scion-Lexus.com
    • Toyota-Certified.com
    • ToyotaTrucks.com
  • Current Ford & GM URL Portfolio Examples:
    FordInternet.com
    Ford-Lincoln.com
    F150-Ford.com
    Ford-Car-Truck.com
    Ford-Cars-Trucks.com
    Ford-Certified.com
    ChevyPriceQuote.com
    Chevrolet-Car.com
    Chevrolet-GM.com
    • Chevy-Chevrolet.com
    • Chevrolet-Chevy.com
    • Chevy-Chevy.com
    • Chevy-New.com
    • Drive-Chevy.com
    • GM-Certified.com
    • Pontiac-GMC-Buick.com
    • Hummer-Cadillac.com
    • GMC-Pontiac-Buick.com
    • Chevy-Deals.com
  • Current Honda URL Portfolio Examples:
    • HondaCarsTrucks.com
    • Honda-New.com
    • Honda-Used-Cars.com
    Honda-Cars-Trucks.com
    Honda-Pilot-SUV.com
    Honda-CRV-SUV.com
    Honda-Civic-Sedan.com
    Honda-Accord-Coupe.com
    Honda-Accord-Sedan.com
    Honda-Ridgeline-Truck.com
    Honda-Odyssey-Minivan.com
    Honda-Element-SUV.com
    Honda-Certified-Used.com
  • Thank you for considering ADP Digital Campaign Services as a partner in your strategy to find, sell and keep more customers
    Key Executables with Digital Advertising Campaigns:
    Build campaigns for strategic cohesiveness with dealership’s general market advertising and integrate with other media for management team “buy-in”
    Clearly defined Keyword and Site Targeted advertising budgets and commit your management team to sustain that Online Advertising budget for at least 6 months
    Your Lead Management Process (LMP) and the team that executes it must be staffed and trained to convert increased lead volume into incremental sales
    Use Deep Links, Landing Pages and Micro-Sites that can be tracked
    Avoid sending click-throughs to your dealership’s “home page” where both the customer and your ability to track results gets lost
    Measure all traffic generated, along with phone calls and eLeads received…
    Review results and online Advertising metrics at weekly manager meetings… Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent and supplement with lead and sales counts as accurate as you are able
    When first starting, give digital campaign budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on landing pages and deep links into relevant content within your primary sites.
    Check your primary site referring URL’s for Form Views in Omniture Site Catalyst
  • Rich Media Enhanced Online Advertising
    ADP Digital Ad Services can build digitally enriched media online ad content
    Rich media applications such as video or DHTML will be designed by BZ Results to occur within the standard ad pixel space specifications. Our expanding ads that “grow” bigger than the purchased pixel space are designed to be user initiated when their cursor crosses over the ad space, but before they actually click on the ad. When the user clicks on the ad their browser is redirected to the specified landing page URL. The following list shows some of the vendors that we can use for rich media technology*:
    • DART Motif
    • Atlas Rich Media
    • Eyeblaster
    • PointRoll
    • Klipmart
    • EyeWonder
    • Unicast
    • Interpolls
    • Shoshkeles/United Virtualities
    *Subject to change without notice
  • DART Motif
    In-Page Banners
    Expandable Banners
  • Eyeblaster
    Polite Banner
    Expandable / Videostrip Banners
  • PointRoll
    Tomboy Banners
    FatBoy Expandable
    * Video ads can automatically play at initial download with sound off. Implementation lead-time for all approved forms of rich media is 4 business days.
  • Third Party Ad Servers
    The following ad servers may be used by BZ to host enriched media online content
    Campaigns served from streaming media ad servers below may be CPM invoiced directly to dealers according to IAB/AAAA Terms & Conditions V2.0:
    • Doubleclick/DART
    • Mediaplex
    • Avenue A/ Atlas DMT
    • Bluestreak
    • Advertising.com
    • AdDynamix
    • Enliven
    • Eyeblaster
    • Ad4Ever
    • Shoshkeles/United Virtualities
    • Real Media
    • Bell Sympatico / Cossette Communications
    • Unicast
    • Poindexter
    • Fast Click (aka Adserver)
    • Centrport
    Any third-party ad servers NOT listed here must be tested prior to campaign start date. Ad tags should be provided fourteen (14) days in advance of the campaign start date for testing. During the initial campaign period for any new or proprietary ad server, if discrepancy of impressions served is above 10% for more than three individual days, invoices shall be invoiced based off of each web site’s statistics.
  • Online Advertising Reliability
    The IAB (Interactive Advertising Bureau) recommends a process audit for all ad serving organizations and complex sites. ADP Digital Marketing only places Dealership and Enterprise digital advertising on BPA certified web sites and server networks. BPA Worldwide verifies the accuracy of each participating network’s ad serving and tracking processes. ADP Digital Marketing uses ad serving data centers in Boston, San Jose, and Amsterdam guaranteeing redundancy and efficiency.
    Creative Requests
    Please send all creative requests to DigitalMarketingOps@BZResults.com
    Insertion orders are due at least four (4) full business day prior to launch campaign date.
    OPA Advertising Policy
    All advertisements created by ADP Digital Marketing are subject to review and approval by ADP Dealer Services for compliance with business ethics standards. BZ Results and ADP reserves the right to refuse any ad creation requests which do not meet the requirements specified above, or is deemed otherwise inappropriate, distracting, or harmful to the online Internet user experience for visitors to web sites where the ads will be placed. For more information about creative capabilities and services from:
    ADP Digital Advertising Results
    please contact: DigitalAdvertisingInfo@BZResults.com
  • Automotive Advertising in Flux
    Automotive advertising, long a cash cow for print and broadcast media, is in a state of flux and compression that poses a severe threat to these channels over the next five years. It has swollen to a $31 billion advertising category this year - second only to the amount spent by general merchandisers - but now faces contraction. Among the causes:
    People are holding onto their cars longer. "Scrappage," or the number of cars that go the junkyard each year, has declined steadily in the past five years, from 14 million in 2001 to fewer than 10 million last year.'
    New-vehicle sales are stagnant. The number of new cars on the road each year has remained flat, at roughly 17 million per year, since 2001. This year it will hit a six-year low of 16.2 million units.
    The Internet's ability to cut out the middle-man allows dealers and manufacturers to give consumers information on features, reviews and pricing without having to buy space in third-party media to find them. Automotive advertisers have seen the light and are plowing $2.8 billion into online advertising this year.
  • Automotive Advertising in Flux
    That third point in the previous slide represents a sobering truth for traditional media. Three factors illustrate the trend toward online advertising:
    Last year, new-vehicle buyers were more likely to visit an OEM's Web site than a third-party automotive site.
    Local dealers are becoming media hubs – Dealer web sites now feature a full list of inventory, sales and financing information… With transactional capabilities on the near horizon!
    The rush is on to meet both new and used car buyers on the Internet, where they spend an average of five hours researching vehicles before they make a purchase.
  • Lead-Generation and Paid Search
    The disintermediating nature of the Internet is enabling dealers to go directly to consumers. Many dealers pack their sites with details on inventory, features, pricing and financing options. In effect, dealers have developed their own media sites. All they need now is traffic.
    A popular way to attract and manage that traffic has been through lead-generation systems like those offered by Dealix, Autobytel and others. But there is weakness in these models. Autobytel, which derives 80 percent of its income from lead-generation fees, has seen its losses increase over the years and is trying to expand its reliance on display advertising as a remedy. Dealix, one of the largest lead-sellers, is likewise trying to diversify its offerings by helping dealers manage their paid search advertising and search engine optimization and by uploading their listings to Google Base.
  • Lead Response by Dealers
    According to an R.L. Polk study of 1.1 million leads involving 1,329 dealerships, dealers failed to respond to nearly 30 percent of online-generated leads, compared with 40 percent a year earlier. It took the average dealer 6.5 hours to respond to a lead, compared with 9.5 hours a year earlier. That shows improvement, but there is obviously a long way to go.
    One finding touted by the study's sponsor, the Cobalt Group (which operates Dealix) was that 56 percent of leads resulted in a sale. Sound impressive? Consider this: Only eight percent of those leads resulted in a sale at the dealership where the lead was submitted; the rest of the leads that went on to buy a vehicle did it elsewhere. Doing the math, then, a dealer would have to purchase 12 leads to close a single sale. At the going rate of $20 per lead, a dealer would pay $240 per closed sale, making Internet leads no more efficient than the typical marketing expenditure for a new vehicle and significantly less efficient than that for a used-vehicle (See Fig. 2.4 in Chapter 2.) Some hope for improving these odds lies in the dealers' efforts to bring their lead-response times down.
  • The Tornado in the World of Automotive Advertising
    What's at play is a small tornado inside the much-touted consumer sales funnel. (See Fig. 1.3.) At the broad end of that funnel, vehicle buyers look at an array of media as they consider their options six months from the point of making a purchase. At the narrow end of the funnel, they are down to using one or two media - typically newspapers, magazines or directories - in the final weeks before purchase. The Internet has disrupted the choices at the tail end of the buying process, where consumers get serious about the purchase and look for features, availability and price. In short, instead of getting that information from a local newspaper, auto magazine or Yellow Pages book, they are turning to the Web.
    2001 through 2011
    Overall Auto Advertising by Media Channel
  • Winners and Losers in the World of Automotive Advertising
    2006 through 2011
    Overall Auto Advertising by Media Channel
    ($ Millions)
  • Digital Disruption of the Traditional Car Buying Funnel!
  • Automotive Online Future: Video & Search
    Until now, the way to connect local auto dealers with potential buyers online has been through paid listings and banner ads. These two formats have comprised the majority of online advertising since the inception of the Internet. The proliferation of free-listing sites like Craigslist, Google Base and MySpace and the rising popularity of paid search - helping dealers drive traffic to listings on their own sites - clearly threatens the dominance of traditional online advertising formats for car dealers.
    Two formats in particular have recently captured the interest of auto dealers: online video and paid search. We see these formats surpassing all other forms of local online advertising by 2012.
    Click to Enlarge
  • Video & Paid Search Dominate Local Online Ads by 2012
  • Vehicle Advertising Devoted to Online Media in 2006
  • Used & Private Party Vehicle Advertising Lead the Transition
    2006 Online Advertising Spend by 3 Primary Categories
  • Digital Marketing Division
    Value of Actual vs. Stock Inventory Photos
  • Tier 1, 2 and 3 New Vehicle Advertising
  • Online Advertising Conquers Used Car Marketing
  • Used Car Advertising by Media Channel 2001-2011
  • Used Car Advertising by Media Channel 2001-2011
  • Used Vehicle Online Advertising Publishers
    There is a big opportunity for those online advertising publishers who can master used-vehicle marketing, and in particular private-party sales. The number of used vehicles on the road continues to swell, and dealers and individuals alike will need new ways to connect with buyers.
  • Other local-level fights indicate that the race to win the used-vehicle space online is a marathon sprint. For example:
    Newspapers have redoubled their efforts to preserve automotive ad revenue in the face of heavy print losses and won't go down easily. Will their new alliance last year with Yahoo on another classified vertical - employment advertising - be parlayed into an alliance on automotive?
    Cable companies and local broadcast TV stations have entered the used-vehicle fray as well. Some - like WITN-TV in Greenville, N.C., are using the Web to offer lower-priced on-demand video commercials to independent dealers who typically cannot afford broadcast TV rates.
    Dealix is an Internet marketing company that works with dealers to help them find ways to market directly to consumers. Dealix not only sells lead-generation software, but also recently began offering to manage dealers' Search Engine Optimization and paid-search campaigns and even upload their inventory to Google Ad Base.
    eBay Motors is working hard to accumulate dealer inventory and private-party ads and expose them to its massive base of 10 million monthly shoppers. eBay boasts that it sells one vehicle every 60 seconds. Although eBay routinely appears at the top of the list for automotive traffic reported by comScore MediaMetrix, the numbers are skewed by unique visitors to eBay's parts and accessories inventory. It has fewer than 60,000 vehicle listings, compared to 800,000 on Cars.com and 3,000,000+ on Autotrader.com.
  • Automotive Advertising Conclusions
    The heyday of newspapers and TV stations swimming in cash from car dealers and dealer groups has ended. A slowdown in new-vehicle sales and a shift in the car-buying audience's media habits have sent traditional automotive advertising media scrambling.
    One thing hasn't changed: The need for dealers to advertise. Dealers have lots full of vehicles and need to move them. That need has only grown. And even though they have spent the past decade improving their Web sites they still need to find ways to drive people to those sites - and onto the lot.
  • Automotive Advertising Becomes More Competitive
    The path ahead for online media will be permeated by video screens and traffic-generating programming. The near future looks a lot like an interactive video screen, rather than a text-based search of cars for sale. For most consumers, a vehicle is the second-largest purchase they will ever make. They need to be wooed, informed and convinced before they part with tens of thousands in hard-earned cash.
    Sites that can deliver video content for dealers and can help them drive measurable traffic to their own sites are the ones that will see the most growth in revenue. And those that are able to master the marketing side of the equation - through their own traditional media channels as well as through maximizing search-engine marketing efforts - should rise to the top of the pack.