ADP Digital Marketing provides online advertising solutions and campaign management for car dealers. This includes pay-per-click (PPC) campaigns on Google AdWords and cost-per-thousand-impressions (CPM) display ads on affiliated websites. ADP experts help dealers create ads, manage bids, and optimize campaigns to drive traffic to dealership websites and showrooms. Site targeting allows targeting ads to specific websites relevant to the dealer's local market and car buyers. ADP campaign managers use various Google AdWords tools to select keywords and websites for effective targeted campaigns.

1. ADP Digital Marketing TeamOnlineAdvertising SolutionsRalph PagliaDirector - Digital MarketingOEM & National AccountsCell: (505) 301-6369Ralph_Paglia@ADP.com

2. Digital Advertising Solutionsfrom ADP Dealer ServicesOnline Advertising Campaign Development & Management Solutions for Car DealersExpanding the portfolio of business development tools that Dealers have available to them from the ADP Digital Marketing team. Designed for Dealers who want to promote their business using proven, powerful, measurable and interactive web based advertising strategies and delivery tactics…

3. What types of online advertising can dealers use to drive traffic into showrooms, make phones ring and send visitors to their web sites?Buying Online Advertising:Pay for Placement by Time (fixed monthly fee – cars.com)Pay per Click (PPC or CPC)Pay per Thousand Impressions (CPM)Pay per Conversion (Leads and/or Calls Generated)How to Get it Done:Dealer Managed – Do It Yourself (DIY) Interactive Advertising Agencies ($$$) Search Engine Marketing Services Providers (risky business)Dealer Advertising Cooperative Associations (good luck!)ADP Digital Advertising Campaign Management

4. Digital Advertising Solutions that Provide the Missing Pieces of the Puzzle Text based sponsored link ads

5. Image Ad design, production & hosting

6. Dynamic media enriched ads

7. Conversion Optimized Landing Pages

8. Specialized Micro-Sites

9. Deep-Linked URL Management

10. Campaign Management Services

11. Keyword Bid Management (PPC)

12. Site Targeting Bid Management (CPM)

13. Behavioral Targeting

14. Retargeting Campaigns to display your digital ads to your site’s visitors

15. Monthly budget and results reportingADP Digital Advertising provides a full range of online advertising products and services ranging from creating click-grabbing ads with corresponding landing pages, all the way to pre-built campaigns that are proven producers.

16. ADP Digital Advertising Creative SpecificationsOur Digital Marketing Ads conform to industry standards:Description of Online Ad Creative UnitsGreen indicates ads can be placed on web site using CPM Bid, Direct Placement or Behavioral Targeting campaignsBlue indicates ads can be placed on web sites using CPM Bid Campaigns or Direct Placement*30k limit for Behavioral Targeting Campaigns, 50k limit for Site Targeted Campaigns

17. Flash-Based Online Ad Creative SpecificationsMedia enriched ads created by BZ Results will conform to the following specifications:

18. Our Designers create attractive and dynamic multimedia ads that drive traffic to campaign specific Micro-Sites & Landing PagesADP Digital Advertising uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site targeted Banners, Leaderboards, Skyscrapers, Square and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s:Banner Ads; 468 pixels wide x 60 pixels tallLeaderboard; 728 pixels wide x 90 pixels tallInline (box ads); 300 pixels x 250 pixels & 338 x 292Small Squares;200 pixels x 200 pixels & 250 x 250Skyscraper; 120 pixels wide x 600 pixels tallWide Skyscraper; 160 pixels wide x 600 pixels tallInlineSkyscraperLeaderboard

19. Successful Dealers use text based Sponsored Links, Image and Media Rich Ads that appear in search results and within thousands of web sitesOur Digital Campaign Managers work with dealers to develop Keyword and Content Targeted Search Campaigns, along with Media Enriched Web Site Targeted CampaignsKeyword TargetedSite TargetedWe use Google’s AdWords network for each dealer to reach online car buyers at the moment when they're looking for a new or used car. Using a combination of text based sponsored links, image and rich media ads, the Google Network reaches more than 80% of online car buyers.* ADP digital designers create dealership ads, then use either key search words or designated web sites to target which people see specific ads. For site targeted display ads we manage a dealer’s bids for Cost per Thousand (CPM) impressions for each of the third party web sites we target…

20. What are Pay-Per-Click (PPC) Digital Advertising Campaigns? Why would PPC be used in a dealer’s overall Digital Marketing Strategy?Pay for ads on a Cost Per Click (CPC) basis when car shoppers click through to specified Landing Pages…Benefits:• Control• Feedback• Relevancy• Measurable ResultsKeyword and Content Network Advertising:matches consumer intentions, based on search words used to text based ads that appear in search results (Keyword Bids), or text and image based ads that appear within Google Content Network web sites visited as a result of relevant keyword searches (Content Bids).

21. Where do car buyers see ads? A: Search Engines & Web SitesCPM: A few examples of the 900+ sites we target for Ads… CPC: Search Engine Marketing

22. What is the “ADP Digital Advertising Network”?ADP’s Digital Advertising Campaign Managers place your dealership’s ads more effectively than SEM alone…A Few Examples of ADP’s Content Network sites: About.com

23. Lycos

24. InfoSpace

25. HowStuffWorks

26. Food Network

27. NYTimes.com

28. MotorTrend.com

29. Autotrader.com

30. CarandDriver.com

31. Autobytel.com

32. AutoWeekly.com

33. BusinessWeek.comADP Search Network:• Google• Yahoo• MSN• AOL• Ask.com• AT&T Worldnet• CompuServe• Shopping.com• Netscape NetCenter

34. Digital Marketing DivisionSite Targeting can produce more and better convertingtraffic at a lower cost per visitor in highlyCompetitive SEM Markets…Campaign Case Study: Site Targeted Campaigns in Phoenix produced 1,018 car shoppers clicking on the dealer’s ads at a $1.41 Effective Cost Per Click and generated over 2.4 Million Ad Impressions at less than $.60 per thousand people!

35. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:2buycars.net4wheelz.netacarplace.comallautoreviews.comallcarsallthetime.blogspot.comamericancarfans.comamericandreamcars.comanythingcars.comaol.comarizonagasprices.comauto-dealer-website.netauto.howstuffworks.comautobaron.comautoblog.comautoclips.netautodealerbase.comautodealersfinder.comautoexplosion.comautofan.comautoforumz.comautofotos.comautogeek.comautogiant.comautoguide.netautohopper.comautoinfo.orgautointell-news.comautointell.com1

36. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:automall.comautomart.comautomobilemag.comautomotive-links.comautomotivebuy.comautomotivedigest.comautomotiveforums.comautomotivehelper.comautorepair.about.comautoseekandsell.comautospectator.comautoworld.comazreporter.comcollectorcartraderonline.combullz-eye-cars.combuyingadvice.comcamaross.comcar-advisor.orgcar-dealerships-by-city.comcar-forums.comcaranddriver.comcaraudio.comcarbuyersnotebook.comcarbuytip.comcarcentral.comcardealersnearyou.comcardealersusa.comcardealerz.com2

37. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:cardetective.comcardomain.comcarfinderservice.comcarjunky.comcarnut.comcarphotoalbums.comcarpictures.carjunky.comcarpictures.comcarpredictor.comcars-directory.netcars-guide.comcars-on-line.comcars.about.comcars.mylounge.comcars.networktechs.comcars.stargeek.comcarsandstripes.comcarscarscars.blogs.comcarsellersusa.comcarshownews.comcarspyshots.netcarsurvey.orgcartype.comcarzunlimited.comchevrolet.jbcarpages.comchevroletforum.comchevy-camaro.comchevyhhr.net3

38. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:chevyreviews.comchevytrader.comclassiccar.comclassyauto.comclubavalanche.comcnn.comcobaltss.comcoloradofans.comconceptcars.autoblog.comconceptcarz.comconsumer-engine.comcorvetteforum.comcoupes.autoblog.comcrashtest.comcredit-union-4u.comcreditunionaccess.comcreditunionsonline.comdb.theautochannel.comdealerrater.comdealsonwheels.comdesktopmachine.comdieseltruckresource.comdigi-go.bizdiscount-tires-online.comdomesticsale.comedmunds.comexcite.comf150online.com4

39. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:familycar.comfast-autos.comfastautosales.comfastcoolcars.comfhcars.comforum.thecarconnection.comforums.aaca.orgforums.corvetteforum.comforums.roadfly.comforums1.roadfly.comfossilcars.comgassavers.orggaywheels.comgm-trucks.comgminsidenews.comgonnadrive.comgreenhybrid.comhdforums.comhotautodeal.comhybrid.comhybridcarguide.comhybridcars.comhybrids.autoblog.cominsidercarsecrets.comintellichoice.cominvoicedealers.comjbcar.cajbcarpages.com5

40. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:justout.netleaseguide.comleftlanenews.comlotpro.comlowridermagazine.comlycos.commautofied.commodifiedcartrader.commotonews.commotoralley.commotorbase.commotorbooks.commotorcities.commotoringfile.commotortrend.commusclecarfinders.commusclecars-and-classics.commusclecars.netmy-car-picture.commycarwizard.commydealerships.commynewcarpurchase.comnewautoseeker.comnewcartestdrive.comnhra.comoff-road.comoldcarandtruckpictures.comoldride.com6

41. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:phoenix.oodle.comphoenix.tribe.netphoenixgasprices.compictures-of-cars.compowersportsnetwork.compricealease.comracingjunk.comracingsouthwest.comrealoem.comrebates.comreply.comreviewcar.comreviewcar.orgripoffreport.comroadandtravel.comroadfly.comrv.netsafecarguide.comsedans.autoblog.comseriouswheels.comsmartcarfinder.comsportscarforums.comspyphotos.autoblog.comstreetfire.netstreetsourcemag.comsuddenlaunch.comsupercars.netsupplierprograms.com7

42. A Few Examples of Web Sites found to be Effective that ADP Digital Campaign Managers “Push” Dealer Ads into:suvs.autoblog.comswapalease.comtenmagazines.comthe-truckers-page.comtheautobahn.comtheautochannel.comthebiglot.comthecarconnection.comthecarfanatics.comthecityofphoenix.comthedieselstop.comthesamba.comtownhall-talk.edmunds.comtownhall.edmunds.comtruck-guide.comtrucks.autoblog.comusedcars.comusedcarsandtrucks.comusedcarsplus.comusnews.comv6performance.netvelocityjournal.comvideos.streetfire.netvrooomm.comwheelsdirect2u.comwomanmotorist.comworldcarfans.comyourdreamride.com8

43. What is a “Google AdWords” Account?Google AdWords is an online digital advertising management tool that allows dealers to place Ads into Google search results and revenue sharing web sitesBasic Terminology• Ad Position• Clickthrough Rate (CTR)• Conversion Rate• Impression• Keyword• Landing Page• Quality Score

44. Digital Marketing DivisionWhat determines if a dealer’s Pay-Per-Click bids are successful in showing the dealership’s ads to car buyers?The higher a Dealer’s Ad Goup Quality Score, the lower the minimum bid per click.ADP Digital Campaign Managers monitor: CTR (Clickthrough Rate)

45. Relevance of ad text

46. Relevance of URL text to Keywords

47. Historical keyword performance

48. Content and layout of dealer’s landing page

49. Other relevancy factorsNew!

50. Quality Score is the basis for measuring the quality of your keyword based Ad and determining your minimum bid ADP Digital Campaign Management uses the following Steps To Increase each Dealer’s Ad Quality Scores*:Review KeywordsInactive for search

51. Adding negatives and relevant keywordsReview and Improve Ad textReview and Research available URL text improvementsCreate New, Focused Ad GroupsReview Landing PagesLanding Page Optimization (In a Nutshell):Provide relevant and substantial content

52. Treat a user’s personal information responsibly

53. Develop an easily navigable siteADP Digital Campaign Managers administer each dealer’s Google account creating both “Keyword-Targeted” OR “Site-Targeted” campaigns

54. ADP Digital Campaign Manager are experts at using proprietary Google AdWords applications for generating and managing Keywords…

55. ADP Digital Campaign Managers use Google AdWords “Site-Related Keywords” application to integrate dealer campaigns with OEM sitesADP Digital Campaign Managers use the Site-Related Keywords online application from Google to find and include Keywords from highly relevant web sites such as 3rd Party Lead Providers, Car Companies and popular local sites such as AZCentral.com

56. ADP Digital Campaign Managers use AdWords to supply dealers with a variety of online ad formats, using content created by BZ Designers

57. ADP Campaign Managers use a variety of online ad formats, including media-rich Flash content and OEM Co-Op compliant logos and branding• Ads appear on sites participating in Google’s Network• Matched to consumer search keywords and/or page content• Show up on participating sites using both Keyword-Targeted and Site-Targeted dealer Digital Advertising Campaigns

58. ADP Digital Campaign Services offers Video and Flash Ads to dealers which are used to provide Content & Targeted Site campaign flexibility• Flash is a plug-in that allows animation, used by car companies for their automotive web site ads• Allowed for all AdWords dealer campaigns• Content and Targeted Site Placement is same for Flash based ads as for any other image ads• Designed to comply with OEM Co-Op guidelines• Video Ads first appear as static image. Once clicked, (image or play button) plays within ad space.• Clicking URL or on ad while playing will link to the targeted landing page, website or deep link.

59. ADP Campaign Managers create AdWords Business Listing Ads for dealers to provide mapping and dealership locator links in search resultsLocal Business Ads• Add through Google’s Local Business Center• Appear in keyword-targeted campaigns opted into search network

60. ADP Digital Advertising provides dealers with CPM based Site Targeted Ads designed to drive traffic to showrooms and Landing PagesCPM Bidding (cost per thousand impressions)ADP Campaign Managers monitor each dealer’s bids per Geo-Targeted 1,000 Ad Impressions. Impression count when a Web page serves an ad, whether consumers click on it or not.How Do ADP Digital Campaign Managers compare CPC and CPM Ads for effectiveness in achieving dealer objectives?Effective CPC for Site-Targeted vs. Reported CPC for Keyword ads

61. Effective CPM for Keyword Ads vs. Reported CPM for Site-Targeted

62. Consider CPC, CTR, and relevance factors across 1,000 impressions

63. Result = eCPM and eCPC for all Digital Advertising Campaigns

64. Highest ranking ad per dealer objectives wins, bids are adjustedWhy Site Targeting? ADP Digital Advertising offers CPM based targeted web site Ads to dealers on a cost-per-thousand impressions bid basis…

65. ADP Digital Advertising Campaign Managers use Site Targeting to find web sites visited by a dealer’s local car buyers based on several criteriaSite Targeting• ADP Campaign Managers choose individual sites within network • CPM (cost per thousand impressions) model• Minimum bid: 25 cents per Thousand Impressions• Find sites by URL, category, topic or demographicsClick tozoom in+

66. What is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteriaGoogle Site Tool Skill Sets used by our Digital Campaign Managers are Included in ADP Digital Advertising Seminars for Dealers and their Internet or Marketing Managers…

67. ADP Digital Campaign Managers use the “Describe Topics” site tool to select sites based on topics that a dealer selects for their local marketClick on the “Add Selected Sites” to go back to the Summary Section

68. “List URLs” – We enter a targeted web site URL, and the tool checks site availability, and shows all similar subject matter sites in the networkWhen you enter a URL that is not part of the Google Ad Network, or has blocked you from placing ads Site Tool looks at what Google has indexed for that URL and serves up similar sites

69. “Select Demographics” – Let’s us use Google’s Site Tool to find sites by that site’s average visitor age, sex, income & more (Advanced)Add Selected Sites puts your choices into the Ad Group and brings you back to the summaryClick tozoom in+

70. “Select Demographics” – Let’s you use Site Tool to find sites by age, sex, income & more (Advanced)

71. Bidding Strategies and Ad Scheduling are not available from most SEM providers… They are included with ADP Digital Campaign ServicesDigital Campaign Bidding Strategies• How Do I Know What My Competitors Are Bidding?• Bidding Wars raise costs and dealers lose, Google and Yahoo win• Decide what a keyword and an ad position is truly worth to the dealership• A-B Testing, continuously adjust ads to improve positionAd Scheduling (Dayparting)By default ads run 24 hours a day. Ad scheduling allows campaigns to run during certain hours or days.

72. When Dealers ask “Why Can’t I See My Ad?”Campaign Daily budget too lowAd Group Keyword deleted or inactiveAd has been disapprovedGeoTargeting: IP unknown or outside target areaDealer’s Ad is not placed on first pageDealer’s browser page not refreshing (clear cache)The max CPC higher than daily budgetMissing ad text or keywordsCampaign has expired (check end date in settings) Campaign/Ad Group paused or deleted Missing or expired credit card information

73. ADP Digital Advertising Campaign Managers use Google’s preview tool to show dealers how their ads will look onlineAd Preview Tool: http://www.google.com/adpreview

74. ADP Digital Advertising Campaign Managers administer each dealer’s Google AdWords account and review the data with the dealer or ISM

75. Internet Sales Managers are taught how to understand the analytics in order to judge each campaigns results for the dealership as a whole

76. ADP Digital Advertising Campaign Managers work closely with dealers to monitor where and when campaign results are showing up as salesWe coach dealership managers on how to review eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and tracking all sales.

77. Text Ads can be sponsored links which appear as search results, or appear on web pages based on Content and CPM Site Targeted bids

78. Image Ads appear on web pages based on Search Content CPC bids, CPM based Site Targeted bids, or fixed CPM per direct site placement

79. Click-to-Play Video Ads appear on Google network web pages based on Search Content CPC bids or CPM based Site Targeted bids

80. ADP Digital Campaign Managers use rich media Ads on targeted sites to drive traffic into Deep Links that deliver relevant content to shoppers

81. ADP creates Deep-Links connected to Advertised URL’s that point to Inventory Pre-Sorts for model specific campaigns that our Campaign Managers set upKeyword, Content and Site Targeted Digital Advertising Campaigns drive traffic to “Deep Links” that go directly into specialized content within full featured web sites that are set up o be specifically and directly relevant to the Ad’s message that captured the customer’s attention.www.Chevrolet-Silverado.com

82. ADP Digital Advertising Image Ad Campaign ExamplesCourtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted 3rd Party Web Sites Using the ADP Digital Advertising Campaign Management Services

86. www.ChevroletHHR.net

87. www.ColoradoK5.com

90. Digital Advertising Campaign ExamplesCourtesy Chevrolet Digital Advertising Campaign Specific Display and Text Ads that use both Targeted Sites and Key Words to link click throughs to very specific Micro-Sites, Landing Pages and Deep Links

94. Use of Deep-Links in Online Advertisingwww.GM-Finance.comDeep-link into GM PowerShift web site online credit application

95. ADP Digital Advertising Campaign AdvantagesADP Digital Advertising Campaign Services has developed a portfolio of URL’s that offer higher ad quality scores for dealers

96. URL that displays in Ad is only the beginning portion of the full URL string which the Ad clicks through to…

97. URL that displays in Ad is only the beginning portion of the full URL string which the Ad clicks through to…

98. URL that displays in Ad is only the portion of the full URL string that we want customers to see…

99. ADP Digital Advertising URL Portfoliowww.Chevy-New.com is used regionally as:www.Chevy-New.com/Courtesy-Phoenix.htmwww.Chevy-New.com/Courtesy-SanDiego.htmwww.Chevy-New.com/Burt-Chevrolet.htmwww.Nissan-New.com is used regionally as:www.Nissan-New.com/JayWolfeNissan.htmwww.Nissan-New.com/ABCNissan.htmwww.Nissan-New.com/MidwayNissan.htmwww.Toyota-New.com is used regionally as:www.Toyota-New.com/JayWolfeToyota.htmwww.Toyota-New.com/LarryMillerToyota.htmwww.Toyota-New.com/CamelbackToyota.htm

100. ADP Digital Marketing Team Competitive Advantage and Unique Value to DealersURL that displays in Ad is standardized… The regional Ad uses a dealer-specific Destination URL that goes to that dealer’s Landing Page.

101. Current Toyota URL Portfolio Examples:Drive-Toyota.comToyota-Cars-Trucks.comToyota-New.comToyota-Car-Truck.comHighlander-Toyota.comLandcruiser-Toyota.comTacoma-Toyota.comCamry-Toyota.comArizona-Toyota.comPrius-Toyota.comSequoia-Toyota.comSienna-Toyota.comRAV4-Toyota.com

102. Tundra-Toyota.com