Chicago Area Auto Group Proposed Digital Advertising Strategy and Tactics


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Chicago Area Auto Group Proposed Digital Advertising Strategy and Tactics...

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  • SEM-to-Leads Strategy Funnel
  • Chicago Area Auto Group Proposed Digital Advertising Strategy and Tactics

    1. 1. SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years SEM/SEO Key Word URL’s Point to Primary Site Deep Links HondaPriceQuote FreeToyotaOilChange Digital Marketing Network of Sites Created for Rohrman Three Web Site Channels
    2. 2. Develop Strategy & Budget <ul><li>Rohrman Auto Group’s Digital Marketing Strategy will be based on the following goals and objectives: </li></ul><ul><li>Generate showroom traffic, inbound sales calls & electronic leads that result in growth of BOTH total store and eBusiness sales </li></ul><ul><li>Integrate with (and leverage) general market, OEM and web site targeted campaigns using landing pages, micro sites, deep links </li></ul><ul><li>Produce cost effective leads that mitigate 3 rd Party Leads </li></ul><ul><li>Displace competing dealers from first page search results listings on the most popular search engines when buyers search for info </li></ul><ul><li>Keep spending within allocated Digital Marketing budget that includes specialty sites, lead providers, paid search marketing and online display advertising… </li></ul>
    3. 3. “ Grow Your Own” Lead Generating Strategy <ul><li>Self-Generated Leads become significant enough to reduce and supplement the need for 3 rd Party lead providers and facilitate total Sales Team growth </li></ul><ul><li>Integrated Marketing Campaigns drive car shoppers and “highly likely to be in market” targeted prospects to campaign-specific landing pages and micro-sites </li></ul><ul><li>Targeted Content is specifically and directly relevant to value proposition that fueled the shopper’s visit to each micro-site, landing page or deep-linked page </li></ul><ul><li>Micro-Sites, Landing Pages and Deep Links are designed and selected to convert visitors to leads at a higher rate than would the home pages of dealership full-featured all purpose web sites </li></ul>
    4. 4. More Than 80% of Individuals Leave a Landing Page Within 0-8 Seconds Due To Poor Relevancy, Design, and Offer
    5. 5. Accountability The table below shows projections for the Rohrman Auto Group based on previous experience, stores and using the projected budgets shown for digital advertising.
    6. 6. Ad Groups by Targeted URL’s Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Micro Sites, Deep Links & Landing Pages Key Words or URL Based Site Targets Bid Amounts & Daily Limits SEM Campaigns by Targeted Segments Image Ads & Sponsored Links Leads Leads Leads Digital Marketing Campaigns for Rohrman will create a powerful sales funnel – Each Section Measured
    7. 7. Digital Advertising <ul><li>Banner Ads; 468 pixels wide x 60 pixels tall </li></ul><ul><li>Leaderboard ; 728 pixels wide x 90 pixels tall </li></ul><ul><li>Inline (box ads); 300 pixels x 250 pixels & 338 x 292 </li></ul><ul><li>Small Squares; 200 pixels x 200 pixels & 250 x 250 </li></ul><ul><li>Skyscraper ; 120 pixels wide x 600 pixels tall </li></ul><ul><li>Wide Skyscraper ; 160 pixels wide x 600 pixels tall </li></ul>
    8. 8. Digital Advertising
    9. 9. <ul><li>Types of Online Advertsing: </li></ul><ul><ul><li>Pay for Placement by Time (monthly fee) </li></ul></ul><ul><ul><li>Pay per Click (PPC or CPC) </li></ul></ul><ul><ul><li>Pay per Thousand Impressions (CPM) </li></ul></ul><ul><ul><li>Pay per Conversion (Leads and/or Calls Generated) </li></ul></ul><ul><li>How to Get it Done: </li></ul><ul><li>Self Managed – Do It Yourself </li></ul><ul><li>Interactive Advertising Agencies ($$$) </li></ul><ul><li>Search Engine Marketing Services Providers (15%+fees) </li></ul><ul><li>Dealer Advertising Cooperative Associations </li></ul>Key Factor: Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accounts
    10. 10. 300x250,Middle right Targeted Web Site Advertising
    11. 11. 16,266 Online Car Shoppers driven to Courtesy Sites in 4 months. $1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site $1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.
    12. 12. Build and Launch Ad Campaigns 59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22 59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22 $.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00
    13. 13. $358.60 for 190 Visitors = $1.89 each $358.60 for 190 Visitors = $1.89 each $32.16 for 12 Visitors = $2.68 each $32.16 for 12 Visitors = $2.68 each Manage Campaigns to Drive Cost per Visitor Down
    14. 14. $358.60 for 190 Visitors = $1.89 each $150.34 for 85 Visitors = $1.77 each $32.16 for 12 Visitors = $2.68 each $48.72 for 42 Visitors = $1.16 each Manage Campaigns to Drive Cost per Visitor Down
    15. 15. $358.60 for 190 Visitors = $1.89 each $105.20 for 39 Visitors = $2.70 each $32.16 for 12 Visitors = $2.68 each $35.62 for 24 Visitors = $1.48 each Manage Campaigns to Drive Cost per Visitor Down
    16. 16. Digital Marketing Sales Results <ul><li>33,257,657 Car Shopper Impressions Generated </li></ul><ul><li>29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and micro sites </li></ul><ul><li>2,248 Electronic Leads and Phone Calls Generated </li></ul><ul><li>177 Vehicles Sold </li></ul><ul><li>44 Avg. Sales per Month </li></ul><ul><li>$71,801.30 invested in Digital Marketing Campaigns </li></ul><ul><li>$2.16 Cost per Thousand Car Shopper Impressions </li></ul><ul><li>$2.43 Cost per Car Shopper that clicked-through to a Courtesy Chevrolet site </li></ul><ul><li>$31.94 Average Cost per Lead Generated </li></ul><ul><li>$412.65 Average Cost Per Vehicle Retailed (PVR)* </li></ul>CASE STUDY: Courtesy Chevrolet San Diego Digital Marketing Campaigns From April through July, 2007 (4 months): *$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD
    17. 17. We created a portfolio of key word enriched URL’s connected to multiple web sites and deep links, generating lower cost, higher yield online advertising.
    18. 18. URL Portfolio SD- SD-Used- SD- SD-Corvette- SD- San-Diego- Chevy- Chevrolet- San-Diego- Chevy- New- Used- SD-Used- SD-Car- Marines- Navy- SD- SD- Chevrolet- San-Diego- California- Chevrolet- Chevy- Chevy- King-Of- Corvette- California- California- SD-Certified- AutoTrader-
    19. 19. <ul><li>Build your SEM campaigns for strategic cohesiveness with dealership’s general market advertising and integrate with other media for management team “buy-in” </li></ul><ul><li>Clearly defined SEM and Site Targeted advertising budget and commit your management team to sustain that Online Advertising budget for at least 6 months </li></ul><ul><li>Your Lead Management Process (LMP) and the team that executes it must be staffed and trained to convert increased lead volume into increased sales </li></ul><ul><li>Use Deep Links, Landing Pages and Micro-Sites that can be tracked </li></ul><ul><li>Avoid sending click-throughs to your dealership’s “home page” where both the customer and your ability to track results gets lost </li></ul><ul><li>Measure all traffic generated, along with phone calls and eLeads received… Use Referring URL’s like toll free numbers from Who’s Calling, CallBright & Callsource </li></ul><ul><li>Review results and online marketing metrics at weekly manager meetings… Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent and supplement with lead and sales counts as accurate as you are able </li></ul><ul><li>When first starting, give SEM budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on SEM landing pages and deep links into relevant content within your primary sites. </li></ul><ul><li>Check your primary site referring URL’s for Form Views in Omniture Site Catalyst </li></ul>Key Executables for Digital Marketing Campaigns: