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Automotive Digital Advertising for Car Dealers


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Automotive Digital Advertising for Car Dealers

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Automotive Digital Advertising for Car Dealers

  1. 1. Digital Advertising Dealer Summit <br />November 18, 2008<br />
  2. 2. Marc Cross – Jordan OEM XDealer Best Practices <br />
  3. 3. North American Digital Traffic Map<br />Content Deleted<br />
  4. 4. OEM X<br />OEM Y<br />Content Deleted<br />Content Deleted<br />National<br />
  5. 5. OEM X<br />OEM Y<br />Content Deleted<br />Content Deleted<br />Southwest<br />
  6. 6. Introductions <br />
  7. 7. Nationally recognized speaker and author on Automotive Digital Marketing, Advertising, Lead Management and CRM Practices<br />Led team that generated and managed 144,000+ leads at a single-point Phoenix dealer in 2 years <br />Managed dealership sales team that delivered 4,000+ vehicles to Internet Leads and website phone calls in 2006 <br />20+ year background in developing Digital Marketing strategies and lead management implementations for dealers and car companies<br />Managed first retail automotive pilot program for Google Audio while in beta testing at Courtesy Chevrolet in 2005, 2006 and 2007<br />Started generating Internet leads in 1986 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in San Diego<br />Reynolds Consulting/Cyber Car Catalyst of the Year in 2001<br />AAISP/Digital Dealer Magazine Internet Sales Manager of Year 2006<br />OEM Digital Advertising Program Director at ADP Dealer Services<br />Ralph Paglia<br />
  8. 8. Prior to supporting OEM X full time, held <br /> multiple positions in OEM X Retail, including <br /> as Sales Manager in a High Volume Detroit <br />OEM X Dealership<br />Started working with Internet leads in 1996, and one of the developers of the original Salespoint app in 1998.<br />Since 1999, Supported OEM X and OEM Y online efforts in Automotive Lead Management and CRM Process design <br />Half a Car/Cyber Car Group consultant.  <br />Key developer in the OEM X Suite of e-tools and Internet sales process training.  <br />Has conducted seminars in all 17 OEM X and OEM Y sales Regions, Field Personnel Training, and New Dealer Training<br />Doug Mitchell<br />Content Deleted<br />
  9. 9. Specific Media - 2 years<br />Tripled district sales in first year<br />Key contributor to overall auto category success of Specific Media - #1 Heavy Auto Property<br />Specializes in local auto business success online – Tier II & III<br />New York Times Co.- 3 years<br />Ran in the NE region<br />Developed business as the #5 local website in the nation<br />Alcatel - 6 years<br />Director of Business Development - Networking Division<br />Technology solutions to drive business process improvement<br />Scott Jones<br />
  10. 10. OEM (tier 1), HDAA (tier 2) and Dealer (tier 3) Websites<br />Inventory Aggregation Portals (Autotrader,<br />Lead Producers and Resell Aggregators (Dealix, OEM Leads)<br />Specialized Microsites and Landing Pages<br />URL and domain management portfolios<br />CRM and Lead Management Tools<br />Automated Email Marketing and Communication systems<br />Assigned Resources and Business Processes<br />Search Engine Optimization<br />Social Networking and Reputation Management<br />Digital Advertising<br />Search Engine Advertising<br />Content and Demographic Network Ad Placements<br />Behavioral Targeting Campaigns<br />Retargeting Campaigns<br />Site, Services and Event Sponsorship Campaigns<br />What is Automotive Digital Marketing?<br />
  11. 11. Automotive Ad SpendShift to Internet<br />
  12. 12. Digital Media Spending Growth<br />*Source:<br />
  13. 13. Digital Spend % - TIER I / TIER II<br />Tier I and Tier II spend has increased as Internet shopping activity has grown<br />Source: Ad Activity, SEM/Display<br />
  14. 14. Digital Growth - Retail Sales<br />Internet Sales as a % of Retail sales continue to grow in importance<br />Source: CKS Sales Match<br />
  15. 15. Content Deleted<br />% of OEM X buyers research on-line<br />70+%<br />
  16. 16. Moving beyond “Why Digital”<br />AIU – Automotive Internet Users – J.D. Power<br />
  17. 17. Why doesn’t dealer advertising have the same impact on sales that it had a few years ago?<br />1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007<br />2. 2006 National Automobile Dealers Association Data<br />
  18. 18. Only travel is more influenced by Online media<br />Source: DoubleClickTouchpoints III<br />
  19. 19. “Which one of these information sources was most important when making decisions about buying your vehicle?”<br />R.L. Polk 2007<br />
  20. 20. Newspaper spending is declining<br />Includes auto manufactures, national dealer associations, individual dealerships and other market vendors, excludes auto insurance and retail companies.<br />
  21. 21. Dealer Lead Management<br />
  22. 22. Lead Management <br />
  23. 23. Quality Response<br />
  24. 24. Keys for Success<br />
  25. 25. Resources<br />
  26. 26. Digital Marketing Consultant (DMC)<br />Ron Kelly – Southwest <br />Content deleted<br />Content Deleted<br />
  27. 27. Resources<br />Lead Management & Reporting <br />Content Deleted<br />
  28. 28. Resources<br />Home Portal<br />Content Deleted<br />
  29. 29. Templates<br />Digital Ad Guide<br />Scripts<br />Training<br />Contact Directory<br />Images<br />Events Calendar <br />Metrics<br />Links<br />Resources – Home Portal<br />Content Deleted<br />
  30. 30. Resources – Home Portal<br />Content Deleted<br />
  31. 31. Resources – Home Portal<br />Content Deleted<br />
  32. 32. Resources – Home Portal<br />Content Deleted<br />
  33. 33. Metrics<br />
  34. 34. Metrics – Data Collection<br />7<br />
  35. 35. Dealer Overview<br />Lead Response Time<br />Leads Details Report<br />Resources - Metrics<br />Content Deleted<br />
  36. 36. Dealer Overview<br />Content Deleted<br />
  37. 37. Dealer OverviewNew OEM X Sourced Leads<br />
  38. 38. Dealer Overview – 30 Day Match <br />
  39. 39. Dealer Overview – 60 Day Match <br />
  40. 40. Dealer Overview – 180 Day Match <br />
  41. 41. Dealer Overview – Long Term Follow Up<br />20 Sales in 30 Days<br />25 Sales in 60 Days<br />29 Sales for 180 Days<br />50% of our customers purchase after 10 Days<br />
  42. 42. Dealer Overview – Lost Sales<br />
  43. 43. The vehicle shopping process takes about three months for the average AIU<br />Source: 2007 J.D. Power and Associates New Study<br />Based to AIUs<br />
  44. 44. Lead Response Time – LRTUpdated Nightly<br />
  45. 45. Lead Details<br />Content Deleted<br />
  46. 46. Lead Details<br />
  47. 47. Lead Details<br />Content Deleted<br />
  48. 48. 71%<br />68%<br />67%<br />64%<br />22%<br />20%<br />21%<br />21%<br />It’s not just about generating leads<br />
  49. 49. The other 80% of car buyers that use the web<br />Beyond the lead<br />
  50. 50. Digital Marketing Consultants<br />Digital Advertising Guide<br />Three-Tiered Dealer Approach<br />Do it Yourself<br /><ul><li>Region DMC’s & OEM Program Guide</li></ul>Help You do it<br /><ul><li>2 Day DA Setup/Training visit</li></ul>Do it for You:<br /><ul><li>Professional Produced Ad Creatives
  51. 51. Prenegotiated Network Pricing
  52. 52. Monitor & Report Performance
  53. 53. Budget Optimization
  54. 54. Co-Op Preapproval/Assistance
  55. 55. Special Partner Incentives</li></ul>OEM X and OEM Y Digital Advertising Program for Dealers<br />Content Deleted<br />
  56. 56. Digital Advertising – Phase 1 Approach<br />Do-It-Yourself Digital Advertising <br />Although it may seem complex, many forms of digital advertising can be done without extensive training. We share with you some of the latest ways you can get started, many of them at no cost!<br />Content Deleted<br />
  57. 57. Digital Advertising – Phase 2 Approach<br />Digital Advertising Setup & Training <br />An introduction to the tools, processes and know-how needed by dealers to get up and running with online advertising – 2 days of in-dealership hands on process definition, building and launching actual campaigns! <br />Day 1<br />Campaigns<br />Setup<br />Day 2<br />Campaigns<br />Launch<br />
  58. 58. Full Service Digital Advertising Solution<br />OEM X has partnered with ADP to offer your dealerships some of the most advanced advertising solutions that are available today.<br />Digital Advertising – Phase 3 Approach<br />Turn-Key OEM Program Solution covered in detail later this AM….<br />
  59. 59. Ralph Paglia<br /> Director - Digital Marketing<br />OEM X and OEM Y Digital Advertising Program<br />ADP Dealer Services<br />
  60. 60. Retail Experience with Digital Advertising (2005-2007)<br />Web Generated Phone and Lead Volume:185% Increase in 18 months 1,800 - 2,100 leads a month (before) 5,200 - 5,900 leads a month (after)<br />
  61. 61. Retail Experience with Digital Advertising (2005-2007)<br /><ul><li> Sales to Leads/Calls from Digital Marketing: 352% increase in 18 months 74 – 90 units a month (before) 300-335 units a month (after)</li></li></ul><li>Consumers visit an average of 6 dealerships, but they are visiting only one dealership per brand.<br />Digital Advertising is an effective way to increase a dealer’s selection as the one OEM dealer that the consumer visits.<br />Consumers Compare Brands Online Dealers are Competing with Other Makes… Online!<br />Are you planning your shift for maximum effectiveness?<br />
  62. 62. Search Engines are the primary tool used by car buyers for filtering dealerships <br />Dealer Websites are now an extension of the dealer’s showroom and local brand<br />What you need to knowPre-Selection Filters - Car Buying Starts on Web<br />Are you planning your shift for maximum effectiveness?<br />
  63. 63. 1. Online Display Advertising<br />Ad Networks<br />Automotive Websites<br />Local Media Websites<br />National Websites<br />Behavioral Targeting<br />Geotargeting<br />Contextual Targeting<br />2. Search Engine Advertising<br />CPC/PPC/Sponsored Links<br />3. Offline Ad Cost Efficiency<br />Google Audio (radio)<br />Google Print (newspaper)<br />Google TV<br />Digital Advertising Advantages<br />TRACKABLE RESULTS<br />QUALITY TRAFFIC<br />TARGETED ADVERTISING<br />COST EFFECTIVE ROI<br />
  64. 64. Over Half of all Dealers use Search Advertising<br />You compete, whether or not you participate!<br />Dealerships Using Search Advertising<br />
  65. 65. Which Dealers use Search Advertising today? Why do they sell more cars?<br />Search Advertising by dealers is rapidly expanding, many of the SEM service providers used by dealers have opaque fee and service charge policies that result in highly diluted returns on dealer Search Advertising investments. The most successful dealers are managing their Search Ad campaigns in-house or using DA service providers with fully disclosed fee structures.<br />J.D. Power 2007 (DSOBS)<br />
  66. 66. Digital Advertising:<br />What To Measure<br />
  67. 67. What should dealers measure?<br />
  68. 68. What does it look like when we evaluate a Digital Advertising Campaign (4 month metrics)<br />33,257,657 Impressions Generated – How many times the ad was seen<br />29,528 Click Throughs - Visits to the dealers web sites, landing pages and micro sites<br />2,248 Leads Generated - Electronic Leads and Phone Calls Generated<br />174 Vehicles Sold – You know what this means!<br />$71,801.30 Campaign Cost –How much spent on Digital Advertising Campaign<br />$2.16 Cost per Thousand (CPM)- How much to get 1,000 Impressions<br />$2.43 Average Cost per Visitor to dealer’s site<br />$31.94 Average Cost per Lead Generated<br />$412.65 Average Cost Per Vehicle Retailed (PVR), (compares to $620.55 YTD)<br />
  69. 69. Digital Advertising Examples:<br />Search Engine Advertising<br />
  70. 70. Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”<br />Digital Advertising:Google Search Engine Advertising<br />Content Deleted<br />
  71. 71. Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Search Ads are called “Sponsored Links”<br />Digital Advertising:Yahoo! Search Engine Advertising<br />Content Deleted<br />
  72. 72. Which Digital Advertising Networks contractually participate in the OEM Program Program?<br />Specific Media Advertising Network <br />ABC and affiliate stations, CBS Sportsline, Disney Internet Group, E! Online,, Food Network and hundreds more.<br />Google Advertising Network<br />Site examples: CNN, MySpace, New York Post, Macworld, HowStuffWorks, Univision, AutomotiveForums, Swapalease, Kudzu and thousands more. <br />Yahoo! Advertising Network <br />Site examples: Ebay Motors, Yahoo! Autos, Yahoo! News, Yahoo! Email, Comcast, AT&T,, WebMD, Forbes and thousands more.<br />Jumpstart Automotive Media Network <br />Site examples: Consumer Guide Automotive, J. D. Power & Associates, NADA Guides,,, Motortrend, Car and Driver and many more.<br />
  73. 73. Display Advertising on Consumer Facing Websites<br />Digital Advertising Examples:<br />
  74. 74. Animated Online Display AdvertisingBehavior Targeted Dealer Ads on National Sites<br />Content Deleted<br />
  75. 75. Geotargeted Display Advertisement placed on 2009 OEM X F-150 section inside<br />Content Deleted<br />
  76. 76. OEM X Dealer Display Advertisement placed on 2009 OEM X F-150 section inside<br />Content Deleted<br />
  77. 77. OEM X Dealer Display Ad placed on consumer info site – Geotargeted within 35 miles of store <br />Content Deleted<br />
  78. 78. Types of Online Advertising Buys:<br />Pay for Placement by Time (fixed monthly fee)<br />Pay per Click (PPC or CPC)<br />Pay per Thousand Impressions (CPM)<br />Pay per Conversion (CPA) Leads & Calls Generated<br />How to Get it Done:<br />In-House: Do It Yourself <br />OEM 2 Day Digital Ad Setup and Training Visit <br />OEM Digital Advertising Program for Dealers <br />Outside SEM Service Providers & Ad Agencies<br />OEM X Dealer Advertising Fund (HDAA) Association<br />OEM X OEM Digital Ads<br />How does buying Digital Advertising work?Can dealers use online ads to drive Traffic?*<br />*Traffic = Showroom, phone and visits to your web sites<br />
  79. 79. Page 31<br />Digital Advertising How To: Google Adwords<br />Content Deleted<br />
  80. 80. Every OEM X and OEM Y dealership should have a Google AdWords account for the capability of communicating quickly and cost effectively within their PMA<br />Google Adwords is used in:<br />DIY Digital Advertising<br />OEM Program Training Scope<br />OEM Program Managed Campaigns<br />Access Requirements & Cost:<br /><ul><li>
  81. 81. Valid Credit Card
  82. 82. $5 to activate Dealer’s account</li></li></ul><li>Even when outsourcing a Search Advertising budget, it’s important to have an Adwords account that can be used for instant marketing communications…<br />Google AdWordssupplies coaching and guidance at no charge<br />
  83. 83. “We were unable to process your request to add and/or edit your keywords. Adding these keywords would increase your account's total number of keywords beyond a manageable amount. Please add either fewer keywords or reduce the number of existing keywords in your account.”<br />Buyer Beware: Tip #17When SEM providers claim “Millions” of Key Words… They are lying! Anyone who has pushed the limits of Google Adwords has seen this message<br />
  84. 84. Promoting Your Dealership<br />Online and Offline<br />
  85. 85. Google Audio (Radio) - Available to Dealers in all 3 tiers of OEM Digital Advertising Program<br />
  86. 86. Re-activate Google Audio Ads.Since you last advertised with Audio Ads, we've introduced new tracking and targeting features. Now you can track phone calls, website traffic, conversions, revenue, and more metrics generated by your radio campaign. You can access over 1600 FM and AM radio stations, including stations in local regions as well as Top 10 stations in the largest US markets. Get help from an Audio specialist | Dismiss this message<br />Google Audio (Radio) - Available to Dealers in all 3 tiers of OEM Digital Advertising Program<br />
  87. 87. When we check on Albuquerque for Rich OEM X, we find 24 Radio Stations have provided Google with direct access to On-Air inventory…<br />
  88. 88. What would be available to Rich OEM X, running Radio Spots 24 hours a day, bidding a limit of $5.00 CPM listeners basis?<br />
  89. 89. Rich OEM X would get 8,042 spots <br />24 radio stations <br />Total cost of $10,611$1.59 CPM avg. bid<br />Net cost of $1.32 per Spot<br />Running Radio 24 hours a day:<br />
  90. 90. What if we ran Rich OEM’s Radio Spots ONLY DURING WEEK DAY DRIVE TIME, On 24 Albuquerque & Santa Fe Radio Stations?<br />
  91. 91. Running Radio Spots DURING PRIME DRIVE TIME,<br />on 23 Radio Stations in Albuquerque/Santa Fe market, <br />Rich OEM X would get 3,335 spots at $8,932 total cost, <br />$2.13 CPM = $2.68 Average Cost per Drive Time Spot… <br />(Dealer was paying $85 for same spots using local radio sales channels)<br />
  92. 92. Normally we would check the box “I already have an ad” and then upload our 30 second radio spots to be pushed directly into each stations rotation software and then broadcast<br />
  93. 93.
  94. 94.
  95. 95. <ul><li>With Google Audio, the auction allows bidding on STATION CATEGORY, not call letters, and the terms are CPM not per spot or campaign budget totals…</li></li></ul><li>After a OEM X or OEM Y dealer opens their Adwords account, they can see radio stations participating in their local market<br />
  96. 96.
  97. 97.
  98. 98. Houston – Google Radio<br />
  99. 99. Houston<br />
  100. 100. Digital Advertising How To:<br />Google Print – Newspaper Advertising<br />
  101. 101. Back to the Campaign Summary Screen, we see that bidding on local newspaper advertising is also available<br />
  102. 102. Digital Marketing Print Ads… Let’s see if we could save Rich OEM X any money on buying newspaper display ads.<br />
  103. 103. If You MUST Have Newspaper… Try saving thou$ands using Google Print!<br />
  104. 104. Do you advertise in San Francisco?Reach more San Francisco customers by advertising in newspapers! We've made it easy to choose from 20 San Francisco area newspapers (from the San Francisco Chronicle to the El Mensajero). Create an ad in minutes, and set a price that's right for you. Learn more | Dismiss this message<br />Google Print (newspapers)See what newspapers auction ad space in your market<br />
  105. 105. Get local with Google Print AdsTrying to reach customers in Phoenix? We have 14 Phoenix area newspapers from the Arizona Republic to the Navajo-Hopi Observer. We'll even help design and run a newspaper ad campaign with you, based on your goals! Learn more | Dismiss this message<br />Google Print (newspapers)See what newspapers auction ad space in your market<br />
  106. 106. In this section, we check for newspapers in Rich OEM’s market that have signed up with Google Print<br />
  107. 107. Select Newspapers<br />
  108. 108. Google Print - Houston<br />
  109. 109. Google Print – San Antonio <br />
  110. 110. San Antonio Newspapers<br />
  111. 111. Google Print - Dallas<br />
  112. 112. A step-by-step process allows us to select the section of the newspaper we would like our advertisement to appear in…<br />
  113. 113. Next, we select the size of Newspaper Ad we want to run. In this case we know that Rich OEM X likes to own the whole page<br />
  114. 114. We bid on the Saturday editions…<br />We bid on the Sunday editions…<br />
  115. 115. First Google starts selling radio, Then they put Newspaper ads up for auction - Now TV?<br />
  116. 116. Digital Advertising How To:<br />Google TV – Local Cable TV Advertising<br />
  117. 117. $150 a Day for a Dealer to be on Cable TV?<br />
  118. 118. Google Incentive Example$2000 Ad Credit to Produce TV Spots…<br />
  119. 119. Dealers can use Google Adwords to manage multiple types of advertising campaigns…<br />
  120. 120. Digital Advertising How To:<br />eNewsletters and Online Chat<br />
  121. 121. eNewsletter Marketing to Dealer Email Database<br />White Listed – Gets through Spam Filters<br />Drives Traffic –Dealer designated websites<br />Turnkey - ADP supplies Pro written articles & reviews<br />Locally Focused Articles<br />Segmented & Targeted by dealer’s customer types<br />CAN-SPAM Compliant<br />Re-engages Dealer Websites visitors and gets them back to Dealer Websites – Recycled Sales Opportunities!<br />Content Deleted<br />
  122. 122. Digital Advertising How To:<br />OEM X and OEM Y Dealer Advertising Co-op Program<br />
  123. 123. Tier III Co-op Program<br />Launched April 1, 2008<br />Objective: Generate incremental Tier III advertising by reimbursing 50% of qualifying dealer advertising each month<br />Eligible Media: <br />TV & Cable<br />Digital, Magazines<br />Direct Mail/Circulars<br />Outdoor & Transit<br />Newspaper, Radio<br />Alliances, Sponsorships & Events<br />Internet Advertising <br />Search Engine Marketing (SEM)<br />Banner & rich media<br />Content Deleted<br />
  124. 124. Through Oct. 31st:<br />If total ad space of a newspaper, magazine, direct mail circular, outdoor/transit, radio, & TV/Cable ad features 50%+ Sonata, Santa Fe of Tiburon, the ad will be reimbursed dollar for dollar<br />if the total ad space of an internet ad or sponsorship/alliance/special event features 100% Sonatathe ad will be reimbursed dollar for dollar <br />Through 12/31/08, “Clearance” can be used outside of the traditional Model Year Clearance or Year-End Event campaigns<br />Notable Co-op Program Enhancements September 2008<br />
  125. 125. Tier III Co-op: Getting Started<br />Program info available via website<br />Program binders shipped to all OEM dealers in July<br />Co-op HQ:<br />Web<br />Phone 866-969-8667<br />E-mail<br />Hours 8:30am – 5:30pm CST<br />
  126. 126. OEM X and OEM Y Dealer Advertising Co-op Program <br />National advertising, HDAA and HDAA advertising, and your local advertising all play a critical role in moving consumers toward the purchase of a new OEM X or OEM Y vehicle. Through clear, consistent, brand complementary advertising, we can continue to build a powerful marketing presence that enhances our base of satisfied, loyal customers and drives sales growth. To help you create brand-enhancing new-vehicle advertising that keeps current customers coming back, OEM X Motor Company (FMC) and the OEM X and OEM Y Dealer Councils are pleased to launch the OEM X and OEM Y (OEM) Dealer Advertising Co-op Program. All OEM dealers are automatically enrolled in this program. <br /> Media available today from the OEM X Digital Advertising Program for Dealers<br /> Media available in the near future from the OEM X Digital Advertising Program<br />
  127. 127. Action PlanWhat will you do when you return to your store?<br />Check List Items<br />Lead Management; Internet, Phone & Showroom <br />Download/Print Advertising Guide from<br />Assign Roles and Responsibilities; whose job is it? <br />Identify What’s Missing<br />What’s your message?<br />Who’s your target?<br />Google Adwords - Set up a dealership account<br />Google Adwords Training – Get Adwords Certified<br />Too Much? – Then get help from OEM Program Consultant<br />Outsource? – OEM Program Program is a trusted resource<br />
  128. 128. Dealership Results?<br />Examples from the real world of selling OEM X vehicles in today’s market<br />
  129. 129. Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total cost of $10,666 resulting in a cost per spot at $2.15 each. The equivalent average cost per spot buying the same Dayparts and reach through local radio media salespeople would have been over $50 per spot<br />
  130. 130. Reach More with Less<br />
  131. 131. Content Deleted<br />Digital Advertising Campaigns using 3 types:<br />Digital Audio Campaigns (local radio)<br />Site Placement Targeted Campaigns<br />Keyword Search Advertising Campaigns<br />Albuquerque - Santa Fe, NM MarketJanuary, February and March 2008<br />OEM X DA Dealer Pilot & Proof Of Concept<br />Rich OEM X Digital Advertising Pilot<br />
  132. 132. Digital Advertising for Dealers Case Study – Paid Search and Web Site Display Advertising <br />Content Deleted<br />PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!<br />
  133. 133. Digital Advertising for Dealers Rich OEM X Case Study – Digital Audio Campaigns (Local Radio)<br />Content Deleted<br />PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!<br />
  134. 134. Content Deleted<br />Rich OEM X BEFORE <br />Previous Month before Digital Ad Campaigns (Nov 21-Dec 29) = Same Days Tracked<br />Website 800 Sales Line = 272 Total Calls<br />
  135. 135. Content Deleted<br />Rich OEM X AFTER <br />75% <br />Increase in Sales Calls<br />From Dealer Web Site<br />Digital Advertising Campaigns (Jan 21-Feb 29) = Same Days Tracked<br />Website 800 Sales Line = 476 total Calls<br />
  136. 136. Rich OEM X 2008 Results<br />#1 in sales volume for their region in February 2008<br />January-April 2008 Sales Performance: <br />120 TOTAL NEW CARS 31.9% increase from 2007<br />217 TOTAL NEW TRUCKS2.8% increase from 2007<br />
  137. 137. Digital Advertising Call To Action<br />Go to www.OEMDigital.comand get a no-charge Search Engine Analysis sponsored by OEM’s Digital Marketing Team<br />An OEM Digital Advertising specialist from ADP will review results with you.<br />Content Deleted<br />
  138. 138. “Digital Advertising is like the wild west right now, with all manner of snake oil being peddled to dealers as the latest and greatest digital widget that will cure all that ails your dealership…”<br /> Dealer Blog Comment<br /><br />Buyer Beware<br />
  139. 139. Content Deleted<br />Value SpendingFor Dealer or Supplier?<br />This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.<br />This is an example of a dealer with both a paid Search Advertisement and his site organically listed at the top of the page when the dealership name is searched.<br />
  140. 140. Content Deleted<br />Value SpendingSomewhere else!<br />In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed. <br />In this example, when we searched for Rich OEM X, the dealer’s sites and departments are prominently displayed at the top of the search results without any paid search ads… This frees up the dealer’s ad budget for use where more needed. <br />
  141. 141. 15 Minute Break<br />
  142. 142. Welcome Back<br />
  143. 143. OEM Home Portal<br />
  144. 144. Scott Jones<br />Automotive Sales Manager<br />
  145. 145. About Specific Media<br /><ul><li>Online ad network created in 1999
  146. 146. OEM X Strategic Partner since 2006
  147. 147. Charter member of the OEM X Digital Advertising Program
  148. 148. Premier network of trusted consumer branded sites
  149. 149. Suite of advanced proprietary audience targeting technologies
  150. 150. Data insight into 95% of all online consumers</li></li></ul><li>Types of On-line Advertising<br />Search<br />Display<br />Strengths:<br /><ul><li>Only bid on words/phrases you want
  151. 151. Only pay if customer clicks
  152. 152. Task-based behavior, seeking info</li></ul>Weaknesses:<br /><ul><li>Primarily text-based advertising
  153. 153. Limited choice (Google or Yahoo!)
  154. 154. Competing with manufacturer for key words</li></ul>Strengths:<br /><ul><li>Convey message graphically – better aligned with non-digital ads
  155. 155. Target ads to in-market shoppers</li></ul>Weaknesses:<br /><ul><li>Unlimited choice – who to choose?
  156. 156. Ensuring proper measurement of key actions</li></li></ul><li>Does Display Drive Search?<br />Based on a study performed by Microsoft in August 2007, a strong connection exists between display and search:<br /><ul><li> Display ads significantly drove search clicks.
  157. 157. Display ads had an impact on both search impressions and clicks.
  158. 158. Great opportunities exist to increase reach through paid search campaigns.
  159. 159. Display drives a significant increase in branded search terms during and after a campaign.</li></li></ul><li>Typical San Antonio Online Auto Plan<br />Search<br />Display<br /><br /><br /><br /><br />Display Plan Lacks Efficient Scale<br />
  160. 160. How can I get Efficient Scale?<br />Ad Networks<br />What are Ad Networks?<br /><ul><li>Collection of on-line ad inventory across many publisher sites
  161. 161. Allows advertisers to make a single buy and touch users across the web
  162. 162. Ad Networks vary in quality and type of inventory
  163. 163. Most networks allow for different types of customer targeting</li></li></ul><li>Audience Reach<br />Specific Media reaches over 81% of unique in-market car shoppers online, over 11 times greater than other endemic auto sites.<br />
  164. 164. Geographic<br />Target car buyers in specific locations<br />Behavioral<br />Target prospects whose recent online behaviors indicate high interest in purchasing a car<br />Contextual<br />Target prospects while they are viewing automotive-related content on the Internet<br />Demographic<br />Target prospects based on your ideal market demographics<br />Retargeting<br />Target prospects who have already visited your website – leverage all media<br />Types of On-line Targeting<br />
  165. 165. Retargeting<br />Retargeting gives advertisers the power to connect with past website visitors in a simple, cost-effective and non-intrusive way<br />The most valuable users on the Internet are the past visitors to your website <br />98-99% of website visitors leave without completing a transaction<br />
  166. 166. Retargeting<br />
  167. 167. Retargeting<br />
  168. 168. Behavioral: Data is the Name of the Game<br />American<br />Leaguer<br />Batting<br />Champion<br />Baseball Player Who is it?<br />Kansas City<br />3rd Base<br />
  169. 169. Targeting Auto Intenders with Scale<br />Publisher A<br /><ul><li>481k unique users
  170. 170. 375k in region
  171. 171. 49K Auto- Heavy Users
  172. 172. 38k in region</li></ul>Specific Media Universe<br /><ul><li>1000 name brand publishers
  173. 173. 153M+ U.S. unique users
  174. 174. 10,775,000 Auto- Heavy Users</li></ul>Total US Online Population: 189,134,000 unique users/month<br />Source: ©2008 comScore, Inc<br />
  175. 175. Tracking User “ABC123” (Heavy Auto User)<br />Monday<br />Thursday<br />Wednesday<br />Content Deleted<br />Like in the baseball example it takes more than one data point to ensure this is a user we want to target<br />
  176. 176. Why Use a Network like Specific Media?<br />Buying All Consumers Locally:<br /><ul><li>No targeting or insight – shotgun
  177. 177. Several individual buys – no coordination, duplication
  178. 178. High funnel strategy vs. selling today</li></ul>Specific Media Network:<br /><ul><li>Many of the best local websites
  179. 179. Coverage includes local geography only
  180. 180. Only buy in-market auto customers
  181. 181. Leverage Tier I campaigns/scale
  182. 182. Optimize campaign over time</li></ul>Target Market<br />
  183. 183. Online Advertising Case - Truck Leadership<br />Scenario<br /><ul><li>Mid year 2007…Silverado within 5,000 units of X-Series
  184. 184. Chevy riding wave of new truck…next X550 still a year away
  185. 185. Limited budgets – big broadcast plan not possible (normal course of action)
  186. 186. 30 years of Truck Leadership at stake!!!</li></ul>Truck Leadership Campaign<br /> Half – In-Dealership Support (Truth About Trucks)<br /> Half – Online campaign targeting in-market truck shoppers with SM<br />Did This Actually Drive Sales? <br />
  187. 187. So…What Happened?<br />Light-Truck<br /> Sales<br />2007 YTD<br />12 mos. 2007<br />Content Deleted<br />Other Insights:<br /><ul><li>Vehicle Disposed (conquest vs. repeat)
  188. 188. Share of Garage (other sales opportunity)</li></li></ul><li>Thank You<br />Scott Jones <br />Automotive Sales Manager<br />Specific Media<br /><br />603.580.1006 /<br />
  189. 189. Turn Key Solution <br />OEM Digital Advertising Program for Dealers<br />
  190. 190. What is it?<br />How does it work?<br />Who does the work?<br />How much does it cost?<br />Why would I use it instead of self managed or other suppliers?<br />OEM X and OEM Y Digital Advertising Program for Dealers:The “Turn Key” Solution (#3)<br />OEM Program <br />Campaign Manager<br />
  191. 191. Reputation Management<br />Connect Dealers with Customers<br />When They Research and Pursue Passions<br />withADP provided<br />Website Ad Networks<br />Connect Dealerswith Customers<br />When They Go Beyond Web Sites<br />withADP provided<br />Digital Buying of Offline Media<br />Connect Dealers with Customers<br />When They Search Online<br />engaging withADP<br />Search Advertising<br />OEM X and OEM Y Digital Advertising ProgramProvides Dealers with access to a comprehensive and professionally managed solution that utilizes OEM X Motor Company buying power<br />
  192. 192. Two Pricing Components:<br />$495.00 a month Account Services<br />Campaign management<br />Professionally produced animated Ads (Flash)<br />Weekly/Monthly reporting and conference calls<br />OEM Dealer Ad Co-Op Preapproval (when relevant)<br />$$$ Media Buying Budget is Determined Monthly<br />Monthly media spending limit is listed on contract<br />20% of total ad budget is recommended minimum <br />OEM X National Pricing on Ad Network Media Buys<br />12 month agreement w/30 Day cancellation clause<br />OEM X and OEM Y Digital Advertising Program for Dealers “Turn Key” Solution <br />
  193. 193. Turn Key Solution<br />Maximum (cap) on monthly media buying for dealership is listed on the initial contract<br />Planning - OEM Program Virtual Marketing Representative (VMR) Campaign Managers plan each campaign by working directly with dealer<br />Execute - VMR’s then execute the campaigns by:<br />Develop and get approvals on all creative <br />Traffic Ads on the Internet (network & site placements)<br />Report - Review monthly performance with dealer to determine next month’s campaign activities and media mix allocation<br />
  194. 194. ADP has assigned a team of highly trained, experienced digital advertising professionals to manage campaigns for OEM X and OEM Y dealers who participate in the OEM Program Managed Solution.<br />The Virtual Marketing Representative (VMR) communicates with dealers:<br /><ul><li> Weekly reports and conference calls
  195. 195. Approval of campaign creative
  196. 196. Manage budget to results
  197. 197. Monitor performance by network
  198. 198. Monitor performance by campaign
  199. 199. Be the dealer’s marketing manager</li></ul>ADP Digital Team<br />
  200. 200. Targets 7 key “in-market” consumer behaviors<br />Popular websites display dealer advertising campaigns<br />Get a quote<br />Virtual test drive<br />Search vehicle inventory<br />Offer-driven<br />Trade-in value<br />Specific make/model search<br />Special financing<br />Display Advertising: Flash Banner Ads<br />Example of a 728 x 90 size Animated Flash-based Display Ad<br />Content Deleted<br />Example of a 300 x 250 size Display Ad<br />(Animated Flash)<br />
  201. 201. Turn Key Solution<br />Content Deleted<br />
  202. 202. Skyscraper Display Ad <br />
  203. 203. Leaderboard Display Ad<br />
  204. 204. Inline (Rectangle) Display Ad<br />
  205. 205. See Examples of Animated OEM Program Program Ads by clicking on thumbnails<br />Content Deleted<br />
  206. 206. The biggest mistake would be to do nothing!<br />Key Dealership Action Items<br />
  207. 207. Question and Answer Panel<br />
  208. 208. Surf and search the web, learn the landscape<br />Dealership Name<br />City Name and OEM X OEM Y or model <br />Non OEM X OEM Y competitors name<br />Open Google Ad Words Account <br />Page 12 of Digital Advertising Guide <br />Request Free analysis on <br />Key Dealership Action Items<br />
  209. 209. Content Deleted<br />