2. SiteEncore
• Extremely limited opportunity
• Link to specially designed landing
page or to dealer’s web site
• Reaches 100% of users that come to
CarSoup.com
• ALL in-market shoppers – NO waste!
• Extremely cost effective
• Capture the consumer’s attention
before they move on
• Exclusivity – only one dealer served
• Beats Pop-Up blockers
21. Walser Auto Group
Auto Show Event 3.12.11 – 3.20.11
Impressions: 99,906
Clicks: 4,895
CTR: 4.90%
Luther Auto Group
2.15.11 – 2.21.11
Impressions: 81,026
Clicks: 4,287
CTR: 5.29%
23. Walser Auto Group
Year End Event 12.24.10 – 1.2.11
Impressions: 73,333
Clicks: 4,817
CTR: 6.57%
Luther Auto Group
5.25.11-5.31.11
Impressions: 47,915
Clicks: 3,770
CTR: 7.87%
65. Luther Auto Make Good Campaign
6.1.11-6.15.11
Impressions: 8,060
Clicks: 310
CTR: 3.85%
66. Summary
• Relevance is key
• The more attractive and broad-scope the offer, the better response
• Mass appeal garners greater activity
• “GM program” vs local dealer program
• Walser Group vs Luther Hyundai
• Keep ad simple
• Uncluttered ads get best response
• Length of flight had little or no bearing on results
• Additional notes:
• Don’t use phone numbers
• Research proved they’re irrelevant. Shoppers didn’t call.
• You want shopper to click-through to your site
• You need a positive payoff for the user.
• SiteEncore and landing page on your site need same message.
• Your landing page must provide shopper with information they
seek.
Editor's Notes
“Beats Pop-Up Blockers”Site Encore’s technology is a patented technology that is able to “beat” pop-up blockers because it’s essentially telling the browser to pop another window (similar to clicking a link that opens a new window) rather than being served as an ad.We ran a test for 2 weeks in Milwaukee to confirm this fact and to create an internal case study looking at how many standard ad pop-unders are actually blocked by web browsers now. We found that the impressions served through DART served only 16% of the available impressions, meaning that browsers are able to now block 84% of the pop-unders that should have served in Milwaukee during this time period. Click-thru rate was still the same, showing that the pop-under as we’re currently serving it is still effective and is not bothering our users, even thought most browsers block pop-unders by lumping this technology in with pop-ups.
Before we jump into specific pop-under results, we want you to know that we think it’s important that you personally recap the results of your dealers’ pop-under. Not only will it allow you to get better person feedback, it will serve as an opportunity to resell and upsell the dealer. In addition, we highly recommend you focus your discussion on the results not clicks or click thru rates. Please use this as a teaching moment and take another step toward being perceived as a trusted business advisor versus a regular visitor. Recent trade pubs continue to show that clicks and CTRs are not at all good judgments to solely judge a banner campaign’s results (pop-unders fall into the banner campaign category). Expert upon expert agrees that such ads must be judged by the overall campaign and are primarily thought of as additional branding tools. It’s really about the messaging, and that message must be RELEVANT to be successful. Brand building on a site serving almost entirely to in-market shoppers is the most efficient and scalable way to create demand for your brand. Please use this document as a reference to compare your campaign results to previous campaigns with the intention to find potential improvements for future campaigns. That being said, we have ordered the pop-under campaigns from the Twin Cities in order of “performance” in an effort to categorize the components that made one campaign more “successful” than another. Note that in the Twin Cities all campaigns have sent over 1,500 customers linking through to the link provided for the campaign. Nationwide on average a dealer website generates 1,920 unique users per month. That’s probably a little low most Twin Cities dealers, but even if your dealer is generating 10,000 UU per month, sending an additional 1,500+ users to their site is HUGE. Ask the dealer how this compares to the traffic they get from other mediums. Is there another medium out there that drives this kind of incremental traffic for the rate we are charging?
Dodge of Burnsville produced “average” to “low” results on our CTR scale, but they were hugely happy with how successful this campaign was in selling vehicles. Ask Mike Skillrud for details.
Dodge of Burnsville produced “average” to “low” results on our CTR scale, but they were hugely happy with how successful this campaign was in selling vehicles. Ask Mike Skillrud for details.
Dodge of Burnsville produced “average” to “low” results on our CTR scale, but they were hugely happy with how successful this campaign was in selling vehicles. Ask Mike Skillrud for details.
Dodge of Burnsville produced “average” to “low” results on our CTR scale, but they were hugely happy with how successful this campaign was in selling vehicles. Ask Mike Skillrud for details.
Dodge of Burnsville produced “average” to “low” results on our CTR scale, but they were hugely happy with how successful this campaign was in selling vehicles. Ask Mike Skillrud for details.
Dodge of Burnsville produced “average” to “low” results on our CTR scale, but they were hugely happy with how successful this campaign was in selling vehicles. Ask Mike Skillrud for details.
The success of these campaigns speaks to their broader appeal. It’s not surprising at all that there is a broader range of people interested in vehicles from a mega group with multiple dealerships and makes vs. a one rooftop dealer.
The success of these campaigns speaks to their broader appeal. It’s not surprising at all that there is a broader range of people interested in vehicles from a mega group with multiple dealerships and makes vs. a one rooftop dealer.
Even though these dealers may have less inventory, their performance has proven to be quite solid.
As we move forward, remember that Ryan Earp is here to provide insight and assistance in selling, but he won’t be producing or processing the campaign. The Account Manager who sold the campaign will need to create the job workbook, work with the RSM and directly with Janene to get it done. Again, the purpose of this resource is to provide a working document for you to keep with you and to help us continue to create stronger campaigns. We will continue to update this document on a regular basis.
