Ford Digital Advertising 01 12 2009

789 views

Published on

Display Lifts Search

Published in: Business, Technology
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
789
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
16
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide
  • Help your dealerships dramatically generate more sales and service opportunities at lower costs Keep you informed of search marketing’s rapid growth and change Increase ROI, reduce campaign costs and increase search engine positions Improve your conversions and track your advertising campaigns
  • Ford Digital Advertising 01 12 2009

    1. 1. ADP Digital Advertising Driving Results Presented On: January 12, 2009
    2. 2. ADP Digital Advertising
    3. 3. Display Advertising: Flash Banner Ads <ul><li>Targets 7 key “in-market” consumer behaviors </li></ul><ul><li>Digital Advertising 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>
    4. 4. Campaign Examples at www. FordDigital.com
    5. 5. ADP AdVantage - Ad Builder
    6. 6. ADP AdVantage - Asset Manager
    7. 7. ADP Ad Network
    8. 8. Double Click Reporting
    9. 9. ADP Search Marketing Paid Search Marketing <ul><li>Impressions </li></ul><ul><li>Impression Share </li></ul><ul><li>Clicks </li></ul><ul><li>Click through rate (CTR) </li></ul><ul><li>Cost per click (CPC) </li></ul><ul><li>Average Position </li></ul>
    10. 10. Search Campaign Tracking
    11. 11. Search Placement / Keyword Report
    12. 12. Google Audio
    13. 13. Google Audio Reporting
    14. 14. Site Centric Reporting <ul><li>Omniture Site Catalyst and Search Center Reporting </li></ul><ul><li>Dealer Dashboards </li></ul><ul><li>Phone Calls </li></ul><ul><li>Web Leads </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Cost Per Lead </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Website Pathing </li></ul><ul><li>Time Spent on Site </li></ul><ul><li>Organic vs Paid </li></ul>
    15. 15. Omniture Dealer Dashboards
    16. 16. Organic to Paid Keywords Report
    17. 17. Search Engine Optimization Rankings
    18. 18. Global Omniture Suite – Search Terms
    19. 19. Omniture Global Report Suite – Compare Sites
    20. 20. Competitive Analysis <ul><li>Compare Competitive Set </li></ul><ul><ul><li>Benchmark growth </li></ul></ul><ul><ul><li>Visitor Length </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Competitor Keywords </li></ul></ul><ul><ul><li>Advertising Opportunities </li></ul></ul><ul><ul><li>Upstream traffic </li></ul></ul><ul><ul><li>Downstream traffic </li></ul></ul>
    21. 21. HitWise Competitive Analysis: Clickstream
    22. 22. HitWise Competitive Analysis: Search Terms
    23. 23. Compete – Unique Visitors
    24. 24. Google AdPlanner and Trends
    25. 25. Search Analytics - Keyword Discovery
    26. 26. Communicating Reports – VMAR and Analysts <ul><li>Roles & Responsibilities: </li></ul><ul><ul><li>PLAN </li></ul></ul><ul><ul><li>EXECUTE </li></ul></ul><ul><ul><li>MEASURE/REPORT </li></ul></ul><ul><li>This equates to: </li></ul><ul><ul><li>Evaluate dealership current marketing and advertising activities </li></ul></ul><ul><ul><li>Develop annual, quarterly and monthly advertising calendars </li></ul></ul><ul><ul><li>Work with dealer on budget development and spend </li></ul></ul><ul><ul><li>Execute marketing campaigns </li></ul></ul><ul><ul><li>Report and assess results to improve dealer ROI </li></ul></ul><ul><ul><li>Benchmark results and recommend best practices </li></ul></ul><ul><ul><li>Coordinate campaigns </li></ul></ul>
    27. 27. ADP Integrated Marketing
    28. 28. Dealer Dashboard – Tying it all together
    29. 29. Integrating campaigns across tier I - III
    30. 30. Integrating Campaigns - Next Steps? <ul><li>Access to assets </li></ul><ul><li>Advanced notification of new campaigns </li></ul><ul><li>Sharing of data </li></ul><ul><li>Incentive Feeds </li></ul><ul><li>Conference call and meeting schedule </li></ul>

    ×