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May cause competitors to “Cry Foul” with OEM’s, Dealer Associations or through legal channels… Some tactics might get you fired, while others using the same tactics at different dealerships get a bonus!
www.ChevyReferrals.com www.ChevyReferral.com www.ChevyBirdDog.com www.ChevyBirdDogs.com www.ChevyBuyers.com www.ChevyBuyersClub.com www.ChevyFriends.com www.ChevyFund.com Multiple URL’s promoted in a variety of campaigns, pointing to same site allows use of web site metrics “ Lead Form Referring URL” report in Omniture Site Catalyst
Use of URL’s for Creative Differentiation www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com Courtesy Chevrolet uses over 500 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:
Where do all those URL’s point to? Use of multiple web sites, mico-sites and landing pages built for specific campaigns allows cost effective segment targeting… When the content meets specific needs of customers, these sites show up as search results.
www.2007Tahoe.com Micro-Site Scroll Down… Relevant Text based content is King when it comes to SEO ranking
Scroll Down… Relevant Text based Hyperlinks reduce leakage from your SEM funnel and point search engine spiders in the right direction Trust generating and validity enhancing icons that are linked to lead generating sites add to a micro-site’s productivity
“ Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest Prospects to get immediate gratification Relevant Text based Hyperlinks leverage and extend your SEM investment beyond the specific targeted Micro-Site or Landing Page. These links reduce leakage from our SEM funnel and point search engine spiders to our other sites for ranking
Cost Effective Outdoor Media Integration Bus Shelter Signage Displays Fast’n Easy Online Credit App URL Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell Phone Bus Shelter signage campaign has averaged 231 incoming phone inquiries per month, along with 862 site visitors to unique URL, that generated 27 online credit apps per month. Average monthly cost is $6,500 resulting in 258 Opportunities To Do Business, and an average cost per UNIQUE lead of $25.19
Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads… Deeplinked Online Ads
Display Ads drive traffic to Deep Links December, 2006 – AZCentral.com & Cars.com Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
Deep Links go to Inventory Pre-Sorts Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy
Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet
Organic listings (free) that result from pro-active SEO activities by BZ Results
The next few slides will show actual Search Engine listing results from:
Search Campaign that bids on competing dealership names as a keyword… Courtesy Chevrolet’s own in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search. Competing Dealership Name Key Word Targeting SEM Vendor Campaign
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December, 2006 – AZCentral.com & Cars.com Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
Courtesy’s AZCentral.com Online Ad Campaigns drive consumers to “Landing Pages” that use specialized content that is directly relevant to the special offer or promotion used in the ad itself. This campaign focused on showing consumers with tarnised previous credit that they can drive a new Chevy while restoring their good credit. December 2006. December, 2006 – AZCentral.com & Cars.com
Behavioral Targeting “ On-site Behavioral Targeting increases conversion 40-200%” - TouchClarity.com “ Behavioral targeting technologies work by anonymously monitoring and tracking the content read and sites visited by a designated unique user or IP,” …then serving specific advertising content to these prospective customers based on their likelihood of responding to the campaign. - SearchEngineJournal.com