Mazda digital advertising 03 17-2009

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Mazda digital advertising 03 17-2009

  1. 1. ADP Digital Advertising<br />Driving Results<br />Presented On:<br />February17, 2009<br />
  2. 2. ADP Digital Advertising<br />
  3. 3. Targets 7 key “in-market” consumer behaviors<br />Digital Advertising Campaigns<br /><ul><li>Get a quote
  4. 4. Virtual test drive
  5. 5. Searching vehicle inventory
  6. 6. Offer-driven
  7. 7. Trade-in value
  8. 8. Specific make/model search
  9. 9. Special financing</li></ul>Display Advertising: Flash Banner Ads<br />
  10. 10. Campaign Examples at www.FordDigital.com<br />
  11. 11. ADP AdVantage - Ad Builder<br />
  12. 12. ADP AdVantage - Asset Manager<br />
  13. 13. ADP Ad Network<br />
  14. 14. DoubleClick Reporting<br />
  15. 15. ADP Search Marketing<br />Paid Search Marketing<br /><ul><li> Impressions
  16. 16. Impression Share
  17. 17. Clicks
  18. 18. Click through rate (CTR)
  19. 19. Cost per click (CPC)
  20. 20. Average Position</li></li></ul><li>Search Campaign Tracking<br />
  21. 21. Search Placement / Keyword Report <br />
  22. 22. Google Audio<br />
  23. 23. Google Audio Reporting<br />
  24. 24. Site Centric Reporting<br />Omniture Site Catalyst and Search Center Reporting<br /><ul><li> Dealer Dashboards
  25. 25. Phone Calls
  26. 26. Web Leads
  27. 27. Conversion Rate
  28. 28. Cost Per Lead
  29. 29. Bounce Rate
  30. 30. Website Pathing
  31. 31. Time Spent on Site
  32. 32. Organic vs Paid</li></li></ul><li>Omniture Dealer Dashboards<br />
  33. 33. Organic to Paid Keywords Report<br />
  34. 34. Search Engine Optimization Rankings<br />
  35. 35. Global Omniture Suite<br />Search Terms<br />
  36. 36. Omniture Global Report Suite<br />Compare Sites<br />
  37. 37. Competitive Analysis<br />Compare Competitive Set<br /><ul><li>Benchmark growth
  38. 38. Visitor Length
  39. 39. Demographics
  40. 40. Competitor Keywords
  41. 41. Advertising Opportunities
  42. 42. Upstream traffic
  43. 43. Downstream traffic</li></li></ul><li>HitWise Competitive Analysis: Clickstream<br />
  44. 44. HitWise CompetitiveAnalysis: Search Terms<br />
  45. 45. Compete – Unique Visitors<br />
  46. 46. Google AdPlanner and Trends<br />
  47. 47. Search Analytics - Keyword Discovery<br />
  48. 48. Communicating Reports – VMAR and Analysts<br />Roles & Responsibilities: <br />PLAN<br />EXECUTE<br />MEASURE/REPORT<br />This equates to:<br />Evaluate dealership current marketing and advertising activities<br />Develop annual, quarterly and monthly advertising calendars<br />Work with dealer on budget development and spend<br />Execute marketing campaigns<br />Report and assess results to improve dealer ROI <br />Benchmark results and recommend best practices<br />Coordinate campaigns <br />
  49. 49. ADP Integrated Marketing<br />
  50. 50. Dealer Dashboard – Tying it all together<br />
  51. 51. Dealer Dashboard – Tying it all together<br />
  52. 52. Dealer Dashboard – Tying it all together<br />
  53. 53. Dealer Dashboard – Tying it all together<br />
  54. 54. Dealer Dashboard – Tying it all together<br />
  55. 55. Integrating campaigns across tier I - III<br />
  56. 56. Integrating Campaigns - Next Steps?<br />Access to assets<br />Advanced notification of new campaigns<br />Sharing of data<br />Incentive Feeds<br />Conference call and meeting schedule<br />

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