Interactive and Digital Marketing Part B

PAY-PER-CLICK
Display vs. Search
Display
• Display ads for AutoNation Nissan Lewisville, at the time of this
publication, are not running. Display ads are key to building
awareness and interest in the AutoNation Nissan Lewisville brand
and should be utilized
• Display ads should be attached wherever targeted customers
spend time around the Internet like videos, email, and other
content heavy websites.
• Example 1: Texas Nissan of Grapevine used this banner as a video
overlay on Yahoo.
• Example 2: Banner ads, like the Nissan Titan XD ad, can be used
on sites across regionally specified networks to drive traffic as
well.
Search
• Ads from search are direct forms of advertising and come directly
from the Search Engine’s themselves. Here’s how AutoNation
Nissan Lewisville compared in Google and Bing when searching
for “Lewisville Nissan dealerships”:
• Google – AutoNation Nissan Lewisville appeared at the very
top
• Bing – AutoNation Nissan Lewisville did not appear as an ad,
but did display as part of the organic search, beneath the
Display Example 1
Search Example1

PAY-PER-CLICK
Funnel Objective
Converting users to customers Awareness
Interest
Desire
Action
Current conventions suggest the usage of
Display ads to drive user awareness of
products.
Once users have been made aware, they
perform research through search engines
and should encounter Search ads that
should explain what specific offerings
AutoNation has for them.
The users should then be taken directly
to pages where purchase process can
easily begin within 1-2 clicks.
A mixture of the two ads will work best
but budget accordingly as display ads can
increase reduce amount of search CTR
through additional traffic.
http://www.forbes.com/sites/hbsworkingknowledge/2013/04/15/search-vs-display-advertising-which-promises-more-bang-
for-the-buck/

PAY-PER-CLICK
Campaign Proposal
Step 1 – Online/Offline Analysis and Definition of Goals
• Review of competitor’s physical ads and websites like Grubbs Nissan, Texas Nissan of Grapevine
• Set baseline for site with other sites in AutoNation network, ie. http://www.autonationnissanmemphis.com/
• Update SEO to make sure ads can have highest Page Rank through Google searches
Step 2 – Forecast Budget
• Decipher how much traffic needs to be directed to all AutoNation Nissan sites
• Use calculators through Google AdWords, Life-Time Value Calculators and other to forecast
Step 3 – Setup Campaign, Ad Groups & Key Words
• Campaign – Body Type, Ad Group – List by Model, Key Words – focus on driving specific traffic, invest in
negative keywords
• Drilling down campaigns/ad groups assists focused customers and optimizes spend
Step 4 – Develop Advertisements
• Within each Ad Group, edit text for vehicles that reflect targeted demographics, ie. Females, Teens, etc.
• Where applicable, include any appealing prices, deals or limited time offers
Step 5 – Develop Bids, Measure, Test and Repeat
• Start initial campaign with smaller region and radiate outward from dealership
• Test weekly for ad performance and edit text, keywords and site to optimize functionality

PAY-PER-CLICK
Campaign Proposal – Sample Search Content
The focus of the ads should be restricted to a specific region 20 – 45 miles
from the AutoNation dealership. With focused advertising, those looking for
specific vehicles, ie. Altima, can be directed to a page that will allow them
to get quotes on prices and leads for the dealership. Currently, PPC ads
direct users to the main page.
Incentivize customers with a free oil change, car wash, or gas gift card to
help increase ads generated and traffic to the showroom
The goal of this PPC campaign is to generate leads on the AutoNation Nissan Lewisville site. The
call-to-action is to go to a specific car’s page and complete the customer conversion.

PAY-PER-CLICK
Campaign Proposal – Sample Display Content
An accompanying display campaign can be used though
direct sales tracking will need to be setup through
specified landing pages.
Display ads should run within networks that residents of
Lewisville and surrounding areas frequent, like the
example of Walk Jog Run for Lewisville with hypothetical
sample ads displaying.

SOCIAL MEDIA
Social Media Audit
AutoNation Nissan Lewisville has the weakest social media following of any of its competitors and brand pages (AutoNation and Nissan)
Autonation Nissan
Lewisville
Mac Haik
Nissan
Grubbs
Nissan
AutoNation Nissan
Facebook?  X   
Date of Last Post 11/19/2015 - 11/18/2015 11/19/2015 11/19/2015
Followers 248 - 4,391 22,114 13,866,214
Twitter?     
Date of Last Post 6/5/2013 9/29/2015 11/18/2015 11/19/2015 11/19/2015
Followers 3 506 243 19,400 675,000
Instagram? X X X  
Date of Last Post - - - 11/19/2015 11/19/2015
Followers - - - 3,892 454,000
YouTube? X    
Date of Last Post - > 5 months > 1 year > 3 months > 2 weeks
Subscribers - 1 14 3,561 113,658

SOCIAL MEDIA
Social Media Audit (cont.)
Examples of Competitor Social content with more
engagements than AutoNation’s social content.
High engagement rates =
“good” social content

SOCIAL MEDIA
Content Calendar Example
Content calendars are used to help manage multiple social accounts and make sure unique content is being shares at a consistent cadence.

SOCIAL MEDIA
Why Instagram is Important to the Automotive Industry
From Janet Keller, Direct Manager for GMC:
• One of the fastest growing social platforms. Appeals to more than
just teenagers or tweens, as a growing number of users fall into
the 25+ age group.
• Marketers can tell a digital brand story through Instagram. Cars
are very visual, which is perfect for digital storytelling.
• Audiences remain very engaged, and the percentage of active users that
check Instagram once-per-day continues to increase.
• Retargeting – Facebook owns Instagram. Anybody targeted with
the Instagram campaign will be retarget on Facebook.
• Carousel Ad – Allows users to look at imagery in a sequential
format
• Can tell a story through a series of photos. For example, show users what it’s
like to sit inside a newly released car.
• Serves as a call-to-action to visit a mobile site. Discover the brand and
continue viewing cars.
With the importance of Instagram, as expressed by GMC, it is
important for AutoNation Nissan Lewisville to implement it as
part of their social strategy.
Carousel in Instagram

SOCIAL MEDIA
Why YouTube and other Social Media Video Services?
• Noah Fenn, AOL Director of Video Sales & Strategy –
Estimates video will account for 11%-13% of automakers’
total digital spend in 2015.
• We’re still in the early stages, but it’s interesting the types of video
content and video advertising that’s meaningful to consumers.”
• Influential car websites like Kelley Blue Book,
Edmunds.com, and Cars.com are using predictive analytics
and data to target video.
• Video remains an influential part in user’s car purchasing
decisions.
• AutoNation Nissan Lewisville has a YouTube account, but
fails to make use of it. They have not posted a video in
over two years. The video content they have is unable to
be shared on other social channels due to the huge size of
the file. They need to fix this as the Automotive Industry is
a visual medium, and video offers a virtual showroom
experience.

SOCIAL MEDIA
Why Review Sites are Important
Moderation of content for online review sites will help improve the overall sentiment of AutoNation online. More
positive sentiment leads to increase in consumer engagement with AutoNation on both their webpage and social
channels. Currently, AutoNation moderates conversations on car review site regularly and does very little moderation
on more universal review site such as Yelp. AutoNation needs to continue moderation on review sites, but increase
the frequency of moderation non-car review sites. Current engagements with dissatisfied customers is not personal
and leaves their concerns unaddressed. Using more personalized response will help in transferring the negative
sentiment created the unhappy customer to more of a positive one. AutoNation current average review score is
slightly below, a few tenth of a star, the industry with the exception of a few sites.
Nielsen (April 2012) – 70% of respondents said they trusted “consumer opinions posted online” at least somewhat.
Pepperdine University and Reviewinc (June 2012) – Consumers are extremely likely to check online ratings and reviews before visiting a
dealership.
eMarketer collected information of
which review sites are the most
important to car buyers.
AutoNation Nissan Lewisville has very
mediocre user reviews.

SOCIAL MEDIA
Social Media Recommendations
• Delete AutoNation Nissan Lewisville’s Twitter account
• Hardly used and unnecessary for the industry and target audience.
• Create Instagram and YouTube accounts
• Instagram – Fastest growing social platforms, targets the desired audience, and
links with Facebook. Great platform to show off cars.
• YouTube – Small portion relative to overall display, but is growing. Great platform
to show off cars.
• Develop social media content calendars to maintain a strong social
presence across different channels.
• Increase user engagement across all social channels
• Comment, ‘like,’ and ‘share’ user-created content mentioning car shopping at
AutoNation Nissan Lewisville.
• All engagements need to happed with users within 1-2 of their posts.

SOCIAL MEDIA
Social Media Recommendations (cont.)
• Moderate conversations on Facebook, Instagram, YouTube, and user-Review
sites.
• Moderation will help improve AutoNation Nissan Lewisville’s image. Moderation gives
users the feeling that you care and are attentive to their needs.
• AutoNation Nissan Lewisvile’s user reviews are mixed. A vast majority of unhappy
users on Yelp never receive acknowledgement or help in resolving an issue.
• Professional and User Reviews are extremely important as they are strong factors in
whether users purchase a vehicle, and where they decide to purchase it from.
eMarketer
shows the
importance of
a review on a
dealership has
on purchasing
decision.

MOBILE
Audit
AutoNation Nissan Lewisville has one of the stronger mobile websites compared to its competitors.
Mobile Site? Load Time Search? Directions? Contact Us? Hours? Slider? Icon Size
Font
Readability
Navigation Cluttered?
AutoNation Nissan
Lewisville
 3.659s
Yes,
only inventory
  Below Fold
Yes,
Below
Fold
Good Size
Black - at
top, easy to
read
Red - at
bottom,
difficult to
read
Simple,
easy to
understand
Top -good
Bottom -
mess, tries to
replicate
Desktop
Experience
Mac Haik
Nissan
 5.110s
Yes,
only inventory
    Too Small
Red- easy to
read
Simple,
easy to
Understand
Good
Grubbs
Nissan
X 8.346s X At Bottom  At Bottom
Yes,
Below
Fold
Too Small,
Barely any
available
Black - easy
to Read
Difficult,
very rough
Poorly
optomized -
is essentially
the Desktop
Experience
shrunk to
mobile

MOBILE
Audit (cont.)
• Good use of icons
• Responsive Design:
• HTML (12.6%)
• JS (32.6%)
• CSS (5.3%)
• Simple to
understand and
navigate
Pros:
Cons:
• Repetition
• Inventory
• Call
• Directions
• Slider below fold
• No call-to-action
• > 3 Seconds
loadtime
Pros:
• Very simple to
understand and
navigate
• Responsive
Design
• HTML
(10.3%)
• JS (41%)
• CSS (2.6%)
• Readability
Cons:
• Small icons
• > 3 Seconds load
time
• Red ink (black is
preferred for
usability
reasons)
Pros:
• Responsive
Design:
• HTML
(10.6%)
• JS
(28.5%)
• CSS
(11.6%)
Cons:
• Desktop
Experience
shrunk to
mobile
• No icons
• No info
Mobile Website Breakdown:
AutoNation Nissan
Lewisville
Mac Haik
Nissan
Grubbs
Nissan

MOBILE
Mobile Recommendations
• Revise the mobile site to improve the mobile experience.
Make it easier for users to find what they’re looking for
without going below the fold.
• Remove repetition (inventory, directions, call)
• Bring Slider above the fold, give consumers a call-to-
action
• Remove red font, replace it with black
• Introduce a QR Campaign focused on getting potential
customers to use their mobile devices for research at the
dealership.
Benchmark mobile site design

MOBILE
Mobile Recommendations – QR Campaign
Why QR?
• QR transactions are expected to increase in subsequent years.
• Expected to hit 12.5 million in 2015, 17.3 in 2016, and 21.7 in 2017.
• NFC is also set to boom, but is unlikely to wipe out QR codes in the next few years.
• Will take consumers to a website of the creator’s choosing. Very popular
for finding product information
• Low cost and risk, a QR code can be easily attached to anything, include
a new/used car’s Monroney sticker.
• QR codes are already in use by companies like Nissan, but only to provide basic car
information.
Easy to spot with a clear call-to-action

MOBILE
“Know Before you Buy” Campaign
Allows potential customers to do all their research at the
dealership, across all the different models, both new and used.
With all the research in hand, the potential customer will be
able to make the decision to purchase the vehicle then and
there.
• Aimed more at men, who are more likely to use
smartphones to find information:
• Scanning codes (20.4%)
• Comparing prices (14.1%)
• Researching product features (10.9%)
• All Monroney stickers will have a QR code placed on them
• Scanning the QR Code takes users to a website giving them
the following information:
• Product Features (MPG, Standard Equipment, Warranty Details, Crash
Test Ratings, etc.)
• Pricing (Base Model, optional equipment and pricing)
• Price Comparisons with other car dealers within a chosen distance
radius (1, 5, 10, 25, 50, 100, and 250 miles)
• Reviews from industry experts
Mobile Recommendations – QR Campaign (cont.)
Benchmark landing page

TESTING AND METRICS: SEO
Testing: Ranking
Metrics: Content (unique, relevant, informative), architecture (landing pages usability ),
Trust (SM, reviews), authority (blogs, back links)
For keyword ranking use serpfox or pro rank, backlinks use ahrefs and majesticSEO, organic
search traffic use audience overview on google analytics, customer avg time on the page,
pages per visitor, bounce rate, Load speed, traffic by device, index status, conversion rate.
Once the campaign is established:
check for Search engine share of referring visits(direct navigation, referral traffic, search
traffic), conversion rate by search query (key words creating the most traffic to which
landing pages so we can improve them), number of pages receiving search engine visits
(glimpse of indexation ) best long tail metric.

TESTING AND METRICS: PPC
• Testing: most important aspects of the campaign are 40% target segment, 40% content, and
20% creativity. In addition to geo-fencing optimization.
• Metrics: Rendering capabilities, interaction number and rate, conversions, location accuracy,
mobile device information, mobile input selector, OS.

TESTING AND METRICS: SOCIAL MEDIA
What Metrics to Track and Tools to Use
Ultimately with Social Media, the goal is to engage customers
and strengthen brand awareness. Below we have several
metrics and tools to measure Autonation Nissan Lewisville’s
success
1. Lead growth and generation with Marketo
• Answers questions such as “Are my SM campaigns
working?” and “Where should I direct marketing
resources?”
2. YouTube Analytics, Google Analytics
• Answers questions such as “Where is traffic coming
from?”, “Are users watching the entire video?” , “Who
are my visitors?”
3. Brand Search Volume using Google Trends
• Answers questions such as “Are searches for
Autonation Nissan Lewisville increasing over time?”

TESTING AND METRICS: MOBILE
Metrics for QR Campaign
By using Google analytics, it will be possible to determine
whether or not the “Know Before you Buy” campaign is
successful
Will be able to track
(1) Who comes in from QR codes
(2) Effectiveness of QR code program
Methods to accomplish tracking goals are as follows:
• Unique landing page
• http://.......com/qrcode1.html
• Code1 would send a user to a page for the 2016 Altima
• Attach URL parameters if using front page of website
• ?id=xxxx
• Google analytics campaign tracking
*Always test the code with various devices and scanning apps

CASUAL FORECAST AND ROP
Media Vehicle B. Impressions CTR Conversion rate
based on column
B
Number orders Cost per unit or
fixed cost
Cost (includes cost of
labor to
setup/manage/track the
campaign but not to
process orders)
Average order size Allowable Forecasted revenue
a b c d e f g h i j
Given (b*d) Given Varies Given
Calculated
individually (h*e)
Search PPC 25,000 3.44% 4.29% 37 1771.6 $12,522
$25,000 $5,330 $922,350
Display PPC 50,000 0.10% 6.15% 3 52 9,802
$25,000 $5,330 $76,875
Campaigns in social media 500,000 1.12% 0.12% 7 $1,902 14,935
$25,000 $5,330 $166,451
SEO 50,000 4.00% 4.29% 86 $0 10,700
$25,000 $5,330 $2,145,000
Mobile SMS opted in
members-geofencing
7,200 5.00% 1.00% 4 $0 2,000
$25,000 $5,330 $90,000
49,958
$0 $5,330.00 $3,400,676
Marketing
campaign costs $49,958
# orders needed
BE 9
See Appendix for specific details of individual campaigns.

APPENDIX
Promotional costs Breakeven analysis
Subtotals Totals
Time period 12 months Average order COG
Name of piece: PPC Search Campaign Purchase or mfg cost 17000
Job specs: Model specific ad groups Cost premium 0
impresions 25,000 Total $17,000.00
CTR 3.44%
Clicks 860
Cost per click $2.06
Conversion rate 4.29%
Sales 37
Order processing
Promotion costs O/E purchasing, order downloads, etc. 500
Packing materials 0
Creative Total cost Pick, pack, seal, affix, label 0
Copy writing $1,000 Cost shipping completed package 300
Design setup $2,000 Total $800.00
Photos
Photography $3,000 Billing and collections
Stock photographs $0 Credit card processing charges (.03) 510
Retouching $1,000 Returns (app. 0.25% return) 0
Illustrations $750 Bad debts (cost product+shipping) based 3% 0
Total $510.00
Google Search
cost per click $1,772 Misc costs
Misc $1,360.00
Landing page creation/setup Total $1,360.00
3 landing pages $2,000
Cost per order $19,670.00
Misc $1,000 Selling price 25000.00
Totals $12,522 average shipping and handling collected 0.00
Total selling price $25,000.00
Return on Promotion Less cost per order $19,670.00
Actual orders received tied to
mailer 37 $5,330.00
Allowable $5,330.00 Total marketing promotional campaign costs $12,522
Total marketing costs $12,522 Allowable $5,330.00
Revenue (average selling price *
# orders) $922,350 Number of orders needed breakeven 2.35
(Allowable) x (# orders) $196,645 Profit marging 27%
Net (allowable total -marketing
costs) $184,123 Response rate needed breakeven 0.01%
ROP 1470%
ALLOWABLE (used to determine your breakeven
for that campaign)
PPC Search:
Promotional costs Breakeven analysis
Subtotals Totals
Name of piece: PPC Display Campaign Purchase or mfg cost 17000
Job specs: banners, video overlay Cost premium 0
CTR 0.10%
Clicks 50 To include edmunds.com, KBB.com, AutoTrader.com, and cars.com
Sales 3
Order processing
Packing materials 0
Design setup $2,000 Total $800.00
Photos
Total $510.00
Google Search
cost per click $52 Misc costs
Misc $1,360.00
mailer 3 $5,330.00
ROP 67%
for that campaign)
PPC Display:

APPENDIX
Name of piece: Social Media Campaign Purchase or mfg cost 17000
Job specs: Facebook, instagram, YT Cost premium 0
CTR 1.12%
Clicks 5595
cost per click $0.34
Sales 7 Order processing
Packing materials 0
Design setup/ labor $1,000 Total $800.00
Photos
Stock photographs $1,000 Credit card processing charges (.03) 510
Retouching $500 Returns (app. 0.25% return) 0
Illustrations $1,000 Bad debts (cost product+shipping) based 3% 0
Total $510.00
Click Costs
Total click cost $1,902 Misc costs
total like cost ($1.13*.10of clicks) $632 Misc $1,360.00
mailer 7 $5,330.00
ROP 138%
for that campaign)
Social Media:
Promotional costs Option # 1 Breakeven analysis
Subtotals Totals
Name of piece: Shop online at the dealer Purchase or mfg cost 17000
Job specs: QR campaign Cost premium 0
impresions (20 vists/ day) 7,200 Total $17,000.00
CTR 5.00%
Clicks 360.00
Sales 4
Order processing
Packing materials 0
Copy writing $300 Cost shipping completed package 300
Design setup/ labor $900 Total $800.00
Photos
Photography $100 Billing and collections
Retouching $100 Returns (app. 0.25% return) 0
Total $510.00
Google Search
Misc $1,360.00
3 landing pages $0
Misc $200 Selling price 25000.00
mailer 4 $5,330.00
ROP 859%
for that campaign)
Mobile:

APPENDIX
Promotional costs Option # 1 Breakeven analysis
Subtotals Totals
Name of piece: SEO optimization Purchase or mfg cost 17000
Job specs: Ranking improvement Cost premium 0
CTR 4.00%
Clicks 2000
Sales 86
Order processing
Packing materials 0
Copy writing $500 Cost shipping completed package 300
Design setup/ labor $2,000 Total $800.00
Photos
Photography $200 Billing and collections
Stock photographs $2,000 Credit card processing charges (.03) 510
Illustrations $1,000 Bad debts (cost product+shipping) based 3% 0
Total $510.00
Response cost
Misc $1,360.00
mailer 86 $5,330.00
# orders) $2,145,000 Number of orders needed breakeven 2.01
ROP 4174%
for that campaign)
SEO:

Interactive and Digital Marketing Part B

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