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Online Advertising for Car Dealers

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Online Advertising for Car Dealers

Online Advertising for Car Dealers

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  • 1. ATTRACT INTERACT RESPOND SCHEDULE SELL SERVICE RETAIN During the past two years, Courtesy Chevrolet in Phoenix, AZ has emerged as America’s leading Internet retailer of new and certified used Chevrolet vehicles…
  • 2. Online Dealer Marketing Campaigns
    • Your Courtesy Chevrolet facilitators:
      • Ralph Paglia; CRM/eBusiness Director
      • Joel Matteson; BDC Operations Manager
      • George Salman; Internet Sales Manager
  • 3. Courtesy Chevrolet eBusiness Organization
    • Factoid #1:
    • Courtesy Chevrolet is a single point Chevy dealer with 3 fully staffed BDC’s, an eBusiness Special Finance Team and 4 distinct Internet Sales Teams. These 8 teams of automotive sales professionals operate out of 4 separate buildings:
    • New Chevrolet Internet Sales
    • Used Car Internet Sales
    • Bell Road Internet Sales
    • Commercial Internet Sales
    • New Chevrolet BDC
    • Used Car Center BDC
    • Wholesale Parts BDC
    • Special Finance eTeam
  • 4. Courtesy Chevrolet CRM/eBusiness Teams
    • New Chevrolet Internet Sales; Internet Sales Manager supervising 10 - 14 Internet Sales Specialists (ISR)
    • Used Car Internet Sales; Internet Sales Manager with 5 to 7 Internet Sales Specialists at Camelback Used Car Center
    • Bell Road Internet Sales; Internet Sales Manager supervising Lead Generation and Management with 3 ISR’s
    • Commercial Internet Sales; 1 Internet Sales Specialist
    • New Chevrolet BDC; BDC Manager supervising 10 Customer Service Representatives (CSR)
    • Used Car Center BDC; BDC Manager supervising 6 CSR’s
    • Wholesale Parts BDC; Whole Parts Sales Manager and 5 Wholesale Parts Account Executives
    • Special Finance eTeam; 2 Certified Credit Counselors and an administrative assistant that tracks leads, sends emails and schedules appointments.
  • 5. Courtesy Chevrolet CRM/eBusiness Teams Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators Carl Moles Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9 CSR 10 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Sales Consultants Certified to Handle Internet Leads & Appointments Mike Gordon IT Director Courtney Daly Special eFinance Administrator Ron & Scott Daly Special eFinance Team
  • 6. Sales Volume & CSI Compatibility?
    • Factoid #2:
    • Courtesy Chevrolet sold
    • more new Chevrolet cars,
    • trucks and SUV’s than any
    • Other dealer in the USA in 2005…
    • And, while selling more Chevys than any
    • other dealer, Courtesy maintained the highest
    • CSI “Positive Impact” ranking from amongst all
    • Dealers of GM brands in the Western Region in 2005.
  • 7. Factoid #3; Recent Online Marketing Results
    • 33,257,657 Car Shopper Impressions Generated
    • 29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and micro sites
    • 2,248 Electronic Leads and Phone Calls Generated
    • 174 Vehicles Sold
    • $71,801.30 was invested with Google AdWords & Google Display Ad Network
    • $2.16 Cost per Thousand Car Shopper Impressions
    • $2.43 Cost per Car Shopper that clicked-through to a Courtesy Chevrolet site
    • $31.94 Average Cost per Lead Generated
    • $412.65 Average Cost Per Vehicle Retailed (PVR)
    EXAMPLE: Courtesy Chevrolet in-house Google Advertising From 12/1/2005 through 3/31/2006 (4 months): Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns
  • 8. Develop Strategy & Budget - Phase 1
    • Courtesy Chevrolet’s online marketing strategy is based on the following goals and objectives:
    • Generate showroom traffic, inbound sales calls & electronic leads that result in growth of BOTH total store and eBusiness sales
    • Integrate with (and leverage) general market, GM and minority targeted campaigns using special landing pages & micro sites
    • Produce cost effective leads that supplement 3 rd Party Leads
    • Displace competing dealers from first page search results listings on the most popular search engines when buyers search for info
    • Keep spending within allocated budget of $67,000 per month:
          • $40,000 per Month for New Chevrolet
          • $18,000 per Month for Camelback Used Car Center
          • $ 9,000 per Month for Bell Road Used Car Center
  • 9. Where do Car Shoppers go online?
  • 10. Courtesy Chevrolet decided to use online Google “Sponsored Link” ads to drive car buyers to our sites… Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at the moment when they're looking for a new or used car. Using both text based sponsored links and display ads, the Google Network reaches more than 80% of online car buyers.* We create our ads, then use either key search words or select web sites to target which people see the ads. For key search words, we pay when shoppers click through to one of our sites. For display ads we bid what we are willing to pay per thousand impressions for each of the automotive web sites we target…
  • 11. Online Marketing Strategy – Phase 2 Primary Web Sites Full-Featured w/Inventory HouseOfCourtesy.com Primary web site LatinoChevy.com Spanish web site SEM/SEO Key Word URL’s Point to Deep Links CourtesyFleet.com Commercial & Fleet web site What did we have to work with as far as web properties? Would these web sites be the best at converting click-throughs to leads?
  • 12. Online Marketing Strategy – Phase 3 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.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.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 250 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:
  • 13. Online Marketing Strategy – Phase 4 SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Web Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years HouseOfCourtesy.com 2007Tahoe.com CourtesyOnBell.com PHXChevrolet.com LatinoChevy.com SEM/SEO Key Word URL’s Point to Primary Site Deep Links CourtesyFleet.com WeBuyChevys.com GMAC-AZ.com 2006Silverado.com GetaCamaro.com YouGotGas.com ChevyPriceQuote FreeGMoilChange ChevyPride.com
  • 14. Online Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads IST Managed Campaign #1 Vendor 1 Managed Campaigns Courtesy Managed Activities Vendor Managed Activities BDC Managed Campaign #2 Vendor 2 Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail AZCentral.com & Cars.com Expanding Display Ads Edmunds.com “ Back Door” LaVoz.com Spanish Display Google Web Site Network For Display Ads
  • 15. Web Site Vendors
    • Courtesy uses multiple web site vendors by selecting the best vendor for each web site based on its specific purpose and functionality requirements, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare features and functions that each vendor either excels at, or is deficient in providing…
    • Mainstream Primary site; BZ Results
    • GM Certified Internet Dealer site; Cobalt Group
    • Spanish Language site; Reynolds Web Solutions
    • Courtesy on Bell Special Credit site; BZ Results
    • Commercial & Fleet site; BZ Results
    • Micro-Sites & Landing Pages; Fresh Start Studio
  • 16. Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com
  • 17. GM Certified Internet Dealer Site
    • www.PHXChevrolet.com
    • GM Certified Internet Dealer site
    • Use of Home page text for SEO
    • Pulls in SEM landing page forms
    • Built by Cobalt Group
  • 18. Spanish Language Web Site (Reynolds) www.LatinoChevy.com www.Latino-Chevy.com
  • 19. CourtesyOnBell.com Web Site (BZ Results) www.CourtesyOnBell.com Satellite Lot Used Car Center focused on our “Buy Here- Pay Here” special finance operation
  • 20. CourtesyFleet.com Web Site (BZ Results)
  • 21. Online Advertising Sources, Vendors & Charlatans
    • Types of Online Advertsing:
      • Pay for Placement by Time (monthly)
      • Pay per Click (CPC)
      • Pay per Thousand Impressions (CPM)
      • Pay per Conversion (Leads Generated)
    • How to Get it Done:
      • Self Managed – Do It Yourself
      • Interactive Advertising Agencies ($$$)
      • Search Engine Marketing Services Providers (15%+)
      • Dealer Advertising Cooperative Associations
  • 22. Micro-Sites & Landing Pages
    • Courtesy Chevrolet 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 placed Banners, Leaderboards 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:
    • NOTE ; online ads must be in gif, jpg, png or swf file formats
    • Banner Ads; 468 pixels wide x 60 pixels tall
    • Leaderboard ; 728 pixels wide x 90 pixels tall
    • Inline (box ads); 300 pixels wide x 250 pixels tall
    • Skyscraper ; 120 pixels wide x 600 pixels tall
    • Wide Skyscraper ; 160 pixels wide x 600 pixels tall
  • 23. Online Display Ad Examples Non-Standard 89 x 60 pixel size animated gif file used by www.AZCentral.com on sides of topic pages… Non-Standard 120 x 90 pixel size animated gif file used by www.AZCentral.com on sides of Cars.com interior pages… Standard Leaderboard 728 x 90 pixel size gif file used by www.AZCentral.com at top of Cars.com portal pages… Standard Inline Rectangle 300 x 250 pixel gif file used by www.AZCentral.com on local news story pages …
  • 24. Online Display Ad Examples Standard Inline Rectangle 300 x 250 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements… Standard Wide Skyscraper 160 x 600 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements Standard Leaderboard 468 x 60 pixel size jpg file used by Courtesy Chevrolet in AZCentral.com & Cars.com Display Ads
  • 25. Online Display Ad Examples Standard Banner 468 x 60 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements
  • 26. www.2007Tahoe.com Micro-Site Scroll Down…
  • 27. www.2007Tahoe.com Micro-Site
  • 28. YouGotGas.com - Birth of Integrated Marketing at Courtesy Chevrolet … It all started with a Marketing Team Meeting in September, 2005 … Hurricane Katrina had driven Gas OVER $3.25 a gallon, and all we had in stock were trucks and SUV’s that stopped selling due to gas $$$
  • 29. YouGotGas.com Web-Store Promotion … As we discussed what would work; ELIMINATE GAS PRICE FEAR! We would advertise that when you buy a new Chevy from our inventory, we would include a prepaid fuel card with a year’s worth of gas… The lower the vehicle’s EPA, the more gas money had to go on the card!
  • 30. 1. Win $500 worth of gas for free! Register for the Courtesy Chevrolet Got Gas* drawing to win $500 in pre-paid gas cards to be given away every Friday in October. Fill out the form at www.YouGotGas.com , or call 888-9-GOT-GAS* 2. Get a year’s worth of gas… without winning a contest! When you pre-register for the program by calling 888-9-GOT-GAS or online at www.YouGotGas.com , Courtesy Chevrolet will provide you with a pre-paid Fuel Card good for a year’s worth of Unleaded Gas that is honored at participating QT retailers in Arizona, when you purchase or lease a new Chevrolet car or truck from Courtesy Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before October 31, 2005*. Either way, YOU GOT GAS! YouGotGas.com Gives You Gas 2 Ways… *Terms & Conditions Apply, Visit Courtesy Chevrolet for full details
  • 31.
    • Marketing Plan to “Get them in and sell more cars”
    • Generate Curiosity and arouse customer interest…
    • Make it easy for customers to say “I’m Interested” by giving them 3 ways to save money on gas:
      • Call 888-9-Got-Gas
      • Online at www.YouGotGas.com web page
      • Visit Courtesy Chevrolet in person
    • BDC enters call-in customers into BuzzTrack, then enrolls the customer for gas promo using the micro-site
    • BDC Compels customers to come in using the online fuel calculator and sets appointments in BuzzTrak
    • Customers who self-enroll online have their leads routed to the Internet Sales Team using lead rotation
    Got Gas? …Get it at
  • 32. Showroom Signage shows customers they are at the right place… And, gives the sales team something to point at as one more reason to buy at the “Big C” Showroom Signage used to Support Integrated Campaign
  • 33. Outdoor Advertising is designed to generate curiosity and arouse customer interest on a subject that everybody driving a car or truck is thinking about… Gas. (And, those who ate lunch at Taco Bell!) Two ways to satisfy that curiosity, either call or check it out on the web. Outdoor Advertising used to Drive Micro-Site Traffic & Phone Calls
  • 34. 20 Billboards & 20 Bus Shelters used to Drive Micro-Site Traffic & Phone Calls, resulting in over 800 Phone calls within 60 days & 12K+ site visitors
  • 35. Radio Commercial #1: “The Couple” (click to play MP3 file) Review Radio Stations and Frequency for “The Couple” radio commercials…
  • 36. Radio Commercial #2 : “News Interview” (click to play MP3 file) Review Radio Stations and Frequency for “News Interview” commercials…
  • 37. Radio Commercial #3: “Gasolina Gratis” (click to play MP3 file) Review Radio Stations and Frequency for “Gasolina Gratis” commercials…
  • 38. Television Commercial #1: “Laughing Gas” Click Got Gas icon to play “Laughing Gas” Movie file (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Review Radio Stations and Frequency for “Laughing Gas” TV commercials…
  • 39. Television Commercial #2: “TV En Espańol” (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Click Got Gas icon to play “Laughing Gas” Spanish Movie file Review Radio Stations and Frequency for “ TV En Espańol ” commercials…
  • 40. On The Web At: HouseOfCourtesy.com When you click here
  • 41. On The Web At: HouseOfCourtesy.com
  • 42. www. YouGotGas .com Get It At
  • 43. www. YouGotGas .com Fuel Expense calculator based on 2 simple questions shows customers how important the cost of their gas is to them… Makes ‘em think! (Used by BDC reps on calls to 888-9-Got-Gas)
  • 44. www. YouGotGas .com 1. Win $500 Worth of Pre-Paid Gas Cards by Entering Weekly Drawing 2. Register to get a year’s worth of gas When you buy a new Chevy from Courtesy has 2 sections…
  • 45. To Get Gas… Customer Must Enter Full Info! Nobody gets gas without our BDC having a means to contact them
  • 46. www.YouGotGas.com Below this section, on same page Enters Drawing… Goes to BDC
  • 47. Customers can register for the “ Gas for a year with a new Chevy ”, program right from $500 gas card drawing page, below contest entry form…
  • 48. Confirms Entry into $500 Weekly Drawing After entering the drawing to Win $500 Worth of Pre-Paid Gas Cards, the customer is offered a SECOND opportunity to register for the Year’s worth of Gas… All their info is pre-filled and the “ I am interested in” box is checked! Can I get a new Corvette for $1,500 down and under $500 a month? Can I buy a new Silverado right away, because the bank just picked up my truck I want to buy a new Tahoe for the best price without getting jerked around
  • 49. Once they get to the confirmation page… Again, they are reminded that Courtesy Chevrolet’s BDC will be calling them…
  • 50. Plan to Drive Showroom Traffic:
    • BDC answers calls coming in on 888-9-GOT-GAS, by asking same 2 questions that appear at top of www.YouGotGas.com , enters them in drawing, then sets appointment to come in
    • Online $500 weekly contest entries go to BDC which validates the customer’s entry by calling and confirming contact info… then sets appointment for customer to come in.
    • BDC follows-up by telephone on Internet leads from online entries that spec a vehicle and sets appointment with customer.
    • All prizes awarded must be picked up in person at 1233 E. Camelback Rd. during showroom business hours…
    • More Showroom Traffic coming in!
  • 51. Display Ads drive traffic to Deep Links
  • 52. Deep Links go to Inventory Pre-Sorts
  • 53. Examples of SEM Results with Google
    • 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:
  • 54. SEM Ads; Phone Calls & Specialized URL’s
  • 55. Google Ads; ChevyPriceQuote.com
  • 56.  
  • 57. Search Engine Success Google “Organic” Ranking due to URL name with hyphens “ Phoenix Chevrolet Dealers” search
  • 58. Use SEM to Attract Loyal Chevy Customers Targeted by State
  • 59. ClickMotive Search Engine Marketing Campaign 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.
  • 60. Courtesy Chevrolet “Buy Back” marketing campaign ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “ChevyPriceQuote” marketing campaign
  • 61. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “2007Tahoe.com” SEM campaign
  • 62. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaign
  • 63. Dealer Managed Google Campaign Reporting Total of Targeted Prospects that Clicked Through to Landing Page Total of Targeted Prospects that Saw the Online Ad Cost per Targeted Prospect that Clicked on a Key Word based Ad Cost per Prospect that Clicked on a Banner Ad in the Google Network
  • 64.  
  • 65.  
  • 66.  
  • 67. ClickMotive Search Engine Marketing Campaign - Used
  • 68.  
  • 69.  
  • 70.  
  • 71. Courtesy Ad placed Directly with Google Courtesy Ad placed on Google by ClickMotive #1 Organic Ranking (free) of Courtesy’s BZ Web Site
  • 72. Courtesy Ad placed Directly with Google Courtesy Ad placed Directly with Google Organic Ranking of Courtesy Micro-Site (free)
  • 73. Courtesy local listing at top due to review volume Courtesy Ad placed Directly with Google Organic #1 Ranking of Courtesy’s BZ Web Site
  • 74. Courtesy Ad placed Directly with Google #1 SEM Ranking of Courtesy’s ClickMotive Site Courtesy Ad placed Directly with Google
  • 75. Courtesy’s SEM ClickMotive Site Courtesy Ad placed Directly with Google
  • 76. Courtesy Ad placed Directly with Google Courtesy ad placed directly with Google at top due to review volume Courtesy SEM campaign by ClickMotive at Google top due to review volume
  • 77. Courtesy Ad placed Directly with Google
  • 78. ClickMotive Search Engine Marketing Campaign 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.
  • 79. Competitor targeted marketing campaign ClickMotive Search Engine Marketing Campaign
  • 80.  
  • 81. Competitor targeted marketing campaign
  • 82.  
  • 83. Courtesy Chevrolet “Buy Back” marketing campaign ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “ChevyPriceQuote” marketing campaign
  • 84. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaignGEE
  • 85. Examples of Display Ads Placed Using the Google Network
  • 86. www.AutoGuide.net
  • 87. www.Autohopper.com
  • 88. www.CarDealersNearYou.com
  • 89. www.CarDealersUSA.com
  • 90. www.CarsAndStripes.com
  • 91. www.CamaroZ28.com
  • 92. www.ChevyReviews.com
  • 93. www.ChevroletForum.com
  • 94. www.ChevroletHHR.net
  • 95. www.ChevroletHHR.net
  • 96. www.ChevyHHR.net
  • 97. www.Edmunds.com
  • 98. www.GMinsidernews.com
  • 99. www.GMtrucks.com
  • 100. www.ChevroletForum.com
  • 101. www.TheAutoChannel.com
  • 102. Scroll Down…
  • 103. Courtesy Ad via Google…
  • 104. Courtesy Ad via Google…
  • 105. Thank you for attending!
    • Strategic cohesiveness with dealership’s general market advertising and management team “buy-in”
    • Clearly defined online advertising budget and a commitment to sustain the budget for at least 6 months
    • Your Lead Management Process (LMP) must be functional and effective BEFORE you start with online advertising
    • Use landing pages and micro-site instead of driving traffic to your dealership’s “home page”
    • Measure and track all traffic generated, along with phone calls and eLeads received
    • Review results and online marketing metrics at weekly manager meetings… Keep top of mind awareness with your management team
    Key Executables with Online Marketing Program

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