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Digital Advertising Ford Case Studies

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  • 1. Digital
    Growth
    Initiatives
    Ford, Lincoln and Mercury Brand’s Digital Advertising Program for Dealers
    Find Out How ADP’s Digital Marketing Partnership With Ford Can Drive More Dealership Sales And Profits While Reducing Advertising Costs
    Up to 80% of vehicle purchases now begin online. Ford Motor Company, in alliance with
    ADP Dealer Services, is now offering you the opportunity to explore the value of Online
    Advertising and Search Engine Marketing for your dealership. The Ford, Lincoln and Mercury Digital Advertising Program for Dealers is powered by ADP’s Digital Advertising solutions and contains the features you need to begin maximizing the potential of the Internet:
    • Drive increased traffic to Ford, Lincoln and Mercury DealerConnection web sites
    • 2. Includes sponsored links with all major search engines including Google®, Yahoo and MSN
    • 3. Ad campaigns proven to drive increased showroom, website, and telephone activity
    • 4. No long-term commitments, dealers can cancel with a 30 day notice
    • 5. Pre-negotiated Ford OEM pricing extended to dealers
    • 6. Compliant with Ford’s Digital Growth Initiatives
    DEALERSHIP AREA
    All Departments
    OPPORTUNITIES
    • Drive Showroom Traffic
    • 7. Get More Phone Calls
    • 8. Increase Visitors to Dealership Websites
    • 9. Get More Leads from Dealership Websites
    • 10. Generate More Sales From Internet Shoppers
    • 11. Get More Visibility for Your Dealership with Sponsored Search Engine Listings
    • 12. Place Your Advertising on National websites when visited by Local Car Buyers
    More than just Digital…
    • The Ford, Lincoln and Mercury Digital Advertising Program for Dealers can leverage new digital buying channels to reduce dealership costs when buying traditional advertising!
    • 13. Today, Digital Marketing can include traditional medias like Radio, Print and in select markets Cable Television.
    • 14. This exciting program was developed for Ford, Lincoln and Mercury Dealers to expand their reach in all forms of media by utilizing a more flexible and cost effective approach.
    To obtain your Ford sponsored Search Engine Marketing Analysis go to
    www.FLMdigital.com
    and complete the easy online form.*
    *To learn more about how your dealership can benefit from a stronger online presence the Ford, Lincoln and Mercury Digital Advertising Program for Dealers sponsors a search engine marketing analysis at no cost to the dealer that shows you what car buyers see when searching for information about your products and services. Google is a trademark of Google, Inc and is registered in the US
  • 15. Animated eye catching Ford Dealer Display Advertising Shows up on AccuWeather.com when local car buyers visit the site…
    ADP Digital Advertising Solutions for Ford, Lincoln and Mercury Dealers cont’d
    The Ford, Lincoln and Mercury Digital Advertising Program provides a comprehensive managed solution for maximizing online reach and results
    The Ford, Lincoln and Mercury Digital Advertising Program for Dealers is specifically designed to:
    • Generate more dealer website and showroom traffic
    • 16. Emphasize the dealer’s branding and campaign messages
    • 17. Drive business into all the dealership’s profit centers
    • 18. Work seamlessly with traditional advertising and in-store processes
    • 19. Improve Dealer Presence in Search Engine Advertising Listings
    • 20. Provide Dealers with one of the most targeted and measurable advertising resources available
    The Ford, Lincoln and Mercury Brand's Digital Advertising Program for Dealers delivers the key components that drive results including behaviorally and geographically targeted ad placement, eye catching image and animated display ad designs and sponsored listings on all major search engines used by online automotive shoppers.
    Consider these Digital Advertising examples below showing display advertising and 2 types of search listings in action:
    Ford Dealer Display Advertising Shows on Yahoo! Autos when local car buyers visit the site…
    Flash Animated Ford Dealer Display Advertising Shows on Yahoo! Autos when local car buyers visit the site…
    If you would like to learn more about ADP’s Digital Advertising solution, please call us at 888.424.6342 or visit us at www.FordSEM.com and complete the online registration.
  • 21. Ford Lincoln Mercury Digital Advertising Program
    Case Study #1 – Sponsored Links and Web Site Display Advertising
    Rich Ford’s Darin Wade controlled each campaign’s objectives and the web pages that each ad was pointed to. In this example, the dealer used sponsored links and display advertising that appeared on web sites when local customers visit them to expand the effectiveness of their total marketing and advertising budget. When asked about results, Darin Wade states “We changed nothing else in our marketing mix and we simply doubled our inbound call traffic. We went from 272 inbound calls (November 21, 2007 to December 29, 2007) into our Customer Relations Center to 476 inbound calls during this campaign.” Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above:
    Digital Ad Media Purchases…………………………$ 6,389.72
    Media Management Services…...…………………..$ 1,277.94
    Account Services……………………………………..$ 495.00
    ----------------
    Total Digital Ad Invoice………………………………$ 8,162.66
    Net Cost Per Thousand Impressions…………...….$ 0.31
    Net Cost Per Visitor…………………………………..$ 2.13
    PLEASE NOTE: This Case Study is being used as a real world example, your results will vary from these because no two advertising campaigns generate identical results!
  • 22. Ford Lincoln Mercury Digital Advertising Program
    Case Study #2 – Digital Advertising Audio Campaigns (local radio)
    Rich Ford supplied all radio commercial creative in MP3 file format. Local radio stations selected using Arbitron station format categories. Dennis Snyder (Dealer) specified all spots be exclusively prime drive time “day parts” aired on Albuquerque and Santa Fe radio stations during morning drive time (6 – 10 AM) and afternoon drive time (3 – 7 PM). Darin Wade (GM) is using ADP Digital Audio campaigns to diversify customers reached with an increased frequency of hearing his radio spots. His budget buys more with the lower costs available from digital audio’s unique CPM auction process which guarantees that you only pay for the people listening at the time the spot airs. ADP’s Digital Audio Ad campaigns provide Rich Ford with instant access to more radio stations in a highly cost effective manner. Instantaneous digital access to over 20 radio stations in their market provides Rich Ford with the ability to turn on a dime by changing scheduled spots in as little as 15 minutes before being aired. Flexible spot rotation, access to more stations, speed to market with time sensitive ads and reduced expenses from buying on a CPM basis, create a marketing value that Dennis Snyder and Darin Wade are too smart to ignore. Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above:
    Local Radio Station Media Purchases…..…………$ 7,453.32
    Media Management Services…...…………………..$ 1,490.66
    Account Services……………………………………..$ 495.00
    ----------------
    Total Digital Ad Invoice………………………………$ 9,438.98
    Net Cost Per Drive Time Radio Spot……………….$ 5.80
    Net Cost Per Thousand Impressions……………….$ 3.27
    PLEASE NOTE: This Case Study is being used as a real world example, your results will vary from these because no two advertising campaigns generate identical results!
  • 23. Ford Lincoln Mercury Digital Advertising Program
    Case Study #3 – Digital Advertising Audio Campaigns (local radio)
    San Tan Ford supplied radio commercials and selected the station format categories to be targeted by the time of day they wanted their spots to air. Chris Guerrero (Dealer Principal) is leveraging Ford Digital Advertising Audio Campaigns to extend the overall reach of San Tan Ford’s radio campaigns throughout the Phoenix metro area. Chris uses digital audio’s cost efficiency to increase the volume of spots aired across a larger number of local radio stations in Phoenix. The report above shows how Chris uses digital audio to target the time of day (day part) he wants his spots to air for each radio station by targeting the format category. Dealer invoicing and net cost metrics from the FLM Digital Advertising Program for Dealers using the above campaign results is as follows:
    Local Radio Station Media Purchases…..…………$ 2,388.79
    Media Management Services…...…………………..$ 477.76
    Account Services……………………………………..$ 495.00
    ----------------
    Total Digital Ad Invoice – Audio.……………………$ 3,361.55
    Net Cost Per Radio Spot Aired………………..…….$ 17.24
    Net Cost Per Thousand Impressions……………….$ 3.11
    PLEASE NOTE: This Case Study is being used as a real world example, your results will vary from these because no two advertising campaigns generate identical results!
  • 24. Ford Lincoln Mercury Digital Advertising Program
    Case Study #4 – Paid Search and Web Site Display Advertising
    Average monthly total vehicle sales for year prior to starting digital advertising was 144.
    Since starting with digital advertising sales have averaged 178 units per month. 24% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Dealer’s CRM tool shows a 22% average increase in showroom traffic. Toll Free Ad Tracking reports show 24% increase in phone calls, with increased call volumes coming in from dealer web site. Dealer web site Internet leads have increased 33% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples above is:
    Digital Advertising Media Purchases……..……..…………$ 5,495.21
    Media Management Services…...………...………………..$ 1,099.04
    Account Services……………………………………………..$ 495.00
    ----------------
    Total Digital Ad Invoice………………………………………$ 7,089.25
    Net Cost Per Site Visit Generated………………………….$ 1.80
    Net Cost Per Thousand Ad Impressions…………………..$ 0.78
    Case Study #4: Dealer’s name, location and URL’s changed to protect confidential marketing strategy.
    PLEASE NOTE: This Case Study is being used as a real world example, your results will vary from these because no two advertising campaigns generate identical results!
  • 25. Ford Lincoln Mercury Digital Advertising Program
    Case Study #5 – Paid Search and Web Site Display Advertising
    Average monthly total vehicle sales for year prior to starting digital advertising was 62. Since starting with digital advertising sales have averaged 75 units per month. 21% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Logs show 33% average increase in showroom traffic. Toll Free Ad Tracking reports show 38% increase in phone calls, with increased call volumes coming in from dealer web site. Dealer web site Internet leads have increased 50% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples shown above is as follows:
    Digital Advertising Media Purchases……..……..………$ 3,144.69
    Media Management Services…...………...……………..$ 628.94
    Account Services…………………………………………..$ 495.00
    ----------------
    Total Digital Ad Invoice……………………………………$ 4,268.63
    Net Cost Per Site Visit Generated……………………….$ 2.15
    Net Cost Per Thousand Ad Impressions………………..$ 3.20
    Case Study #5: Dealer’s name, location and URL’s changed to protect confidential marketing strategy.
    PLEASE NOTE: This Case Study is being used as a real world example, your results will vary from these because no two advertising campaigns generate identical results!