Adp da presentation balise 2008 2008 08-21 v2


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  • Thank you for your time today ____________ (names of dealers). I know you are busy. So we will jump right in. But first a little bio about me. My first job out of college was taking classified liner ads from dealers at the local newspaper. From there I went to Trader Publishing Company. Most recently I spent six years at and Manheim. I’ve worked at Comcast including Vehix, sold PPC and internet advertising programs to many dealers and view myself more as a resource and trainer than a salesperson Ford Motor Company selected ADP as the key provider to its digital advertising program because it offers many key advantages like pre-negotiated rates, no advance payments, complete transparency, no long term commitment and most importantly the ability to use co-op as a financing tool.
  • As you can see from this chart there seems to be a disconnect. Here you have dealers still spending 30% of their ad budgets in the newspaper yet only 5% of the in market car shopper is going to the newspaper to find what they are looking for. Look at the fourth set of columns. More people are searching and researching on the internet yet dealers spend only 10% of their marketing budgets on that medium.
  • Our strategy is to look closely at how you are spending money in reaching the ever-allusive car shopper. In old times, you could run an ad in the paper and people would show up. Times have changed. This program I am going to introduce you to today is made up of three components. First we will talk about online display advertising. We have an automotive advertising network that will allow you to reach a targeted in-market consumer in just one ad buy. Additionally we will use your online display ad campaign and target customers behaviorally. Secondly, we’ll focus on the search engines and the differences between paid advertising and “organic” listings. Finally, I’ll introduce you to Google Audio. You’ll be surprised at how easy and inexpensive radio can be. This digital advertising program selected by Ford is designed to provide trackable results, quality traffic, targeted advertising and an effective ROI.
  • Here’s another example of how BT works. After the shopper goes to your website we tag them and then as they move around the web reading and visiting the websites they want, your ad message continues to be displayed.
  • We know you spend a lot of money driving traffic to your website. You put your website address in your newspaper ads, on your tv ads, and on local media websites. As part of your program with us, we include BT or behavioral targeted marketing in your campaign. It works like this: A shopper finds you and visits your website. We “tag” or “cookie” the IP address of the shopper’s computer and then as they visit other websites we display your advertising message wherever they go thus encouraging a clickthrough Back TO YOUR WEB SITE so you can continue the sales process and drive traffic where you want them – in to your website and into the store. Confidential
  • Here’s a chart showing you how internet and radio working together can increase recall. Radio effectively complements your online advertising. Radio reaches…
  • Here’s a testimonial from a dealer who used the program. They ran this campaign for 40 days earlier part of this year. We ran almost 1200 radio spots which cost less than $3 per spot. Almost 2500 click throughs to their website because of the online display and PPC campaigns. The dealer was very happy with results. They nearly doubled the number of calls into their dealership, became number 1 in their region, and car sales were up 32% year over year.
  • In summary our program includes a strong online display campaign, increases your advertising on Google and the other search engines, and connects you with customers offline as well.
  • Thank you for your time. Are you interested in coming aboard? What do you need from me to make a decision. When do you want us to connect again?
  • Adp da presentation balise 2008 2008 08-21 v2

    1. 1. Digital Advertising Program for Dealers Presented by Tony Guarnaccia, Director, Digital Advertising ADP August 21, 2008
    2. 2. <ul><li>Staff </li></ul><ul><ul><li>14 full time search marketers / Dedicated analyst </li></ul></ul><ul><ul><li>Broad Experience – many verticals, consumer / b2b, sales / lead, international </li></ul></ul><ul><ul><li>2 to 10 years search experience </li></ul></ul><ul><li>Search Engine Optimization </li></ul><ul><ul><li>2,000 websites (BZ sites and Dynamic Websites) </li></ul></ul><ul><ul><li>25% - 35% of BZ leads generated from organic search </li></ul></ul><ul><li>Paid Search and Digital Advertising </li></ul><ul><ul><li>Manage multi-million dollar ad spend </li></ul></ul><ul><ul><li>Google certified Search Marketing Team </li></ul></ul><ul><ul><li>Sophisticated campaign / bid management </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Omniture Analytics – on demand reporting </li></ul></ul><ul><ul><li>Search Analysis – links, rankings, campaign suggestions, leads </li></ul></ul><ul><ul><li>Competitor Analysis – we know the keywords that perform for your competition </li></ul></ul><ul><ul><li>Conversion Analysis – we have ongoing optimization of your campaigns </li></ul></ul>Digital Advertising Team
    3. 3. Consumers Behaviors are Changing
    4. 4. Does Your Ad Budget Match? “ Which one of these information sources was most important when making decisions about buying your vehicle?” Source: Polk Center for Automotive Studies
    5. 5. Source: NADA The Average Car Dealer’s Advertising Spend Does Not Match The Consumer’s Car Buying Research and Decision Making Behavior Dealer Spend vs. Consumer Consumption Dealer Ad Budget Efficiency Gap
    6. 6. Online Advertising is Growing Eight out of 10 consumers now consult the Internet at least once during the car-buying process
    7. 7. Dealer Advertising is Changing
    8. 8. CapGemini’s 2007 Auto Shopper Study
    9. 9. More Dealers are using Paid Search Dealerships Using SEM Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services Study SM (DSOBS) 2007 2006 Using SEM 33% Not Using SEM 67% Using SEM 49% Not Using SEM 51%
    10. 10. Bigger Dealers are Making the Shift to SEM Use SEM Dealerships Using SEM by New-Vehicles Sales Volumes in 2007 Not Using SEM 33% 67% 56% 44% 65% 35% < 50 50-149 150+ Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services Study SM (DSOBS) # of New-Vehicle Sales Per Month
    11. 11. Buy More Digital & Increase Sales <ul><li>1. Online Display Advertising </li></ul><ul><ul><li>Ad Networks </li></ul></ul><ul><ul><ul><li>Automotive Websites </li></ul></ul></ul><ul><ul><ul><li>Local Media Websites </li></ul></ul></ul><ul><ul><ul><li>National Websites </li></ul></ul></ul><ul><ul><li>Behavioral Advertising </li></ul></ul><ul><li>2. Search Engine Marketing </li></ul><ul><ul><li>SEM/PPC/Sponsored Links </li></ul></ul><ul><li>3 . Offline Ad Efficiency </li></ul><ul><ul><li>Google Audio Advertising </li></ul></ul>TRACKABLE RESULTS QUALITY TRAFFIC TARGETED ADVERTISING EFFECTIVE ROI
    12. 12. Digital Advertising Impact
    13. 13. <ul><li>Drive Showroom Traffic </li></ul><ul><li>Generate More Phone Calls </li></ul><ul><li>Increase Visitors to Dealership Websites </li></ul><ul><li>Get More Leads from Dealership Websites </li></ul><ul><li>Create Online Visibility for Dealers with Sponsored Search Engine Listings </li></ul><ul><li>Place Dealer Advertising on National websites when visited by Local Car Buyers </li></ul><ul><li>Emphasize Dealer’s Brand and Message </li></ul><ul><li>Drives Business Into All Profit Centers </li></ul>ADP’s Comprehensive Digital Advertising Solution: Dealer Internet advertising designed to: WE DO IT YOU DO IT WE HELP
    14. 14. Digital Advertising for Dealers
    15. 15. High Quality Trackable Traffic 3 Prong Attack! <ul><li>Paid Search: </li></ul><ul><li>3. Sponsored Listings </li></ul><ul><li>4. Expanded Map Listings </li></ul>Display Advertising: 1. Flash Banner Ads 2. Premium Ad Networks <ul><li>Audio Ads: </li></ul><ul><li>5. Blanket Local Radio </li></ul><ul><li>6. Cost Effective </li></ul>Complete Digital Advertising Solution
    16. 16. Display Advertising: Flash Banner Ads <ul><li>Targets 7 key “in-market” consumer behaviors </li></ul><ul><li>Banner Ad / Micro-site “Digital Ad Campaigns” </li></ul><ul><ul><li>Get a quote </li></ul></ul><ul><ul><li>Virtual test drive </li></ul></ul><ul><ul><li>Searching vehicle inventory </li></ul></ul><ul><ul><li>Offer-driven </li></ul></ul><ul><ul><li>Trade-in value </li></ul></ul><ul><ul><li>Specific make/model search </li></ul></ul><ul><ul><li>Special financing </li></ul></ul>Example of a static 300 x 250 size Banner Ad
    17. 17. Campaign Examples at
    18. 18. ADP Premium Ad Network Sites
    19. 19. ADP Digital Advertising Network ADP AD NETWORK AUTO SITES AutoBlog AutoSpies AutoWeek CarDomain GasBuddy CONSUMER SITES WITH “ AUTOMOTIVE” AUDIENCE (behavioral targeting) Specific Media Ad Network Yahoo Ad Network JumpStart Ad Network NEWSPAPER SITES Varies by city TV/RADIO SITES Varies by city CBS, ABC, Clear Channel, etc. ONLINE DIRECTORIES CitySearch Targeted by zip code LOCAL MEDIA CHANNEL AUTOMOTIVE CHANNEL Targeted by zip code
    20. 22. Behavior Targeted Campaigns
    21. 23. Geo-Targeted Behavioral Campaign Example
    22. 24. Re-Targeting – Creates Virtual Be-Back
    23. 25. Online Display + Search = SALE$ <ul><li>Display Advertising that shows up in front of car buyers while they are visiting web sites is one of the most effective ways to increase search volume for the advertising dealership’s name². </li></ul>Sources: ¹Atlas Digital Marketing Insight Report ²Yahoo! Report, January 2007
    24. 26. Capitalize on Search Marketing <ul><li>Also called Cost-Per-Click (CPC), Pay-Per-Click (PPC) or Sponsored Links </li></ul>
    25. 27. Paid Search Marketing Sponsored listings are placed on search results matching a user’s query. Advertisers pay for each click / visitor generated. What is Paid Search Marketing? <ul><li>Cost Per Click Influenced by: </li></ul><ul><li>Bid </li></ul><ul><li>Click-Through-Rate </li></ul><ul><li>Quality Score – including copy, landing page, key terms </li></ul><ul><li>Advantages: </li></ul><ul><li>Measurable </li></ul><ul><li>Predictable </li></ul><ul><li>Immediate </li></ul><ul><li>Highly targeted </li></ul><ul><li>Control – ranking, copy, budget, landing page </li></ul>
    26. 28. <ul><li>Universal Search combines results from: </li></ul><ul><li>Organic Results </li></ul><ul><li>Local Maps </li></ul><ul><li>Multimedia </li></ul><ul><li>News resources </li></ul><ul><li>and various other sources resulting to form a single set of results </li></ul>Universal Search
    27. 29. Automotive Keywords – Which Terms Work
    28. 30. We know the sites and keywords driving the best results for your competition What works for your competition? Dec Top 10 Websites Driving Total Traffic to Monthly Searches for “Boch Toyota” 300 240 180 120 60 0 Boch Toyota Year 2007 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov MONTH SEARCHES
    29. 31. <ul><li>Regional target your advertising campaigns to the zip code, metro and DMA </li></ul><ul><li>Reach only the consumers shopping in your area </li></ul><ul><li>Reduce your costs and increase your Return on Investment </li></ul>Regionally Targeted Advertising Campaigns
    30. 32. Sophisticated Tools: Automated Bid Management <ul><li>Maintains top search rankings for thousands of search terms </li></ul><ul><li>Dynamically optimizes your Cost per Lead </li></ul><ul><li>Manages time of day advertising based upon volume and quality of search engine activity </li></ul><ul><li>Automatically adjusts campaigns to maximize lead conversions </li></ul>
    31. 33. <ul><li>Benefits </li></ul><ul><li>Consumers heavily use “3 rd party” sites </li></ul><ul><li>Increase Google Quality Score </li></ul>Multiple Designs and Offers to find the best conversion mix. Get a Quote Landing Page With 3rd party, stealth MicroSites, customers can shop Balise against Balise Micro Sites Increase Conversions
    32. 34. Google Audio Advantage <ul><li>Effective Complement to Online Advertising </li></ul><ul><li>Radio Reaches Your Customers by Demo & Geo </li></ul><ul><li>Radio Promotes Online Conversion </li></ul><ul><li>Radio Increases the Impact of Your Online Campaigns </li></ul><ul><li>Easily Track Buyer Activities When Their Interest is Triggered by Radio Ads </li></ul><ul><li>Better Accountability and Measurements </li></ul><ul><li>Real Time Reporting </li></ul>6% 27% +4.5x Unaided Recall Adults 18-54
    33. 35. Google Audio: Maximizing Your Reach
    34. 36. Google Audio: Dynamic Ad Placement
    35. 37. Utilize Google Audio to Manage Local Radio Station Advertising
    36. 38. Dealer Testimonial – RICH FORD - Albuquerque, NM <ul><li>Campaign ran for 40 days from January to February 2008 </li></ul><ul><li>1184 radio spots aired on 24 stations at peak drive times - at an average cost of $2.26 per spot </li></ul><ul><li>The online campaign produced 2492 clicks to the dealer’s website generating over 20,000,000 impressions with average CPC of $1.62 </li></ul><ul><li>Total cost to dealership $8460 </li></ul><ul><li>Nearly doubled inbound call traffic from 276 to 476 </li></ul><ul><li>Achieved Number 1 in the Region and moved up to 26 th in the Nation in new vehicle volume </li></ul><ul><li>New car sales were up 32% year over year; Truck sales up 3% </li></ul>Darin Wade, GM – “Our experience using the Ford Digital Advertising program has been nothing short of fantastic!”
    37. 39. <ul><li>Search Marketing Statistics </li></ul><ul><ul><li>Impressions, Clicks, & CTR </li></ul></ul><ul><ul><li>Leads & Conversion Rate </li></ul></ul><ul><ul><li>Revenue & Return on spend </li></ul></ul><ul><ul><li>Visitor Profiles & Reports </li></ul></ul><ul><ul><li>Referring Domains </li></ul></ul><ul><ul><li>Popular Pages & Click Paths </li></ul></ul>Campaign Tracking & Analytics
    38. 40. ADP Distinctions – Why Buy From Us?: <ul><li>Dedicated Virtual Marketing Account Representative and Marketing Analyst for your account </li></ul><ul><li>Most advanced tools in the automotive industry including Rules Based Management (Day Parting and ROI Bidding) </li></ul><ul><li>Largest keyword database in the automotive industry </li></ul><ul><ul><li>Deep knowledge of the most effective keyword campaigns </li></ul></ul><ul><ul><li>Highest keyword conversion rate in the industry </li></ul></ul><ul><li>Reseller position with Digital Ad Networks </li></ul><ul><ul><li>High a cost of entry for most dealers/agencies </li></ul></ul><ul><ul><li>Pass savings on to our customer </li></ul></ul><ul><li>Fully integrated Campaigns </li></ul><ul><ul><li>Digital Advertising System – Exclusive ADP Offer </li></ul></ul><ul><ul><ul><li>All ad messages are consistent with PPC, Ad Networks, etc. </li></ul></ul></ul><ul><li>ADP is Preferred Vendor for Ford </li></ul>Paid Search Manager Analytics Expert VMAR Dedicated Analyst
    39. 41. CONNECTING ADP DEALERS WITH CAR BUYERS with ONLINE DISPLAY, SEM, GOOGLE AUDIO SUMMARY – GET IN THE DIGITAL AD GAME! Connect Dealers with Customers When They Search Online with ADP provided Search Solutions Connect Dealers with Customers When They Research and Pursue Passions with ADP provided Ad Network Connect Dealers with Customers When They Go Beyond Web Sites with ADP provided Google Audio GOOGLE
    40. 42. THANK YOU FOR YOUR TIME! NEXT STEPS? Your Name– Digital Advertising Consultant ADP Dealer Services – your phone number