This document discusses digital advertising, how it should be measured, and provides examples. It explores new ways for dealers to engage buyers online and debunks myths about costs. Key metrics to measure campaigns include costs, impressions, clicks, leads, and vehicle sales. Case studies show digital advertising increasing showroom traffic, calls, and leads, with some dealers seeing up to a 24% rise in sales. Comments from dealers affirm positive experiences with digital advertising generating many impressions at low costs. Examples also demonstrate how search engine advertising works on Google and Yahoo.
The Canadian Gaming Summit: My Presentation on Allan Petrilli
Last week, I had the opportunity to both attend and give a presentation at the Canadian Gaming Summit in Windsor, Ontario. Drawing delegates from the land-based casino and iGaming sectors across Canada, the conference was a great place to share and discuss industry trends with other gaming professionals.
Did you attend my session, “The Balanced Marketing Ecosystem: Using Traditional & Digital Marketing Strategies to Maximize your Acquisition of New Customers”? If you couldn’t make it, here are the key points I made in Windsor:
• With a reported $14 billion in annual revenue, gambling in Canada is integral to the national economy and a major revenue stream for provincial governments. .
• Canada is online like never before: in 2015, 87% of Canadian households have an internet connection. It’s therefore vital for land-based casinos and iGaming brands to make digital marketing the core of their acquisition strategies.
• Beyond their websites, the digital marketing channels casinos and operators can focus on include: SEO, PPC, media buys, email marketing, affiliate/performance marketing and social media marketing. These are most valuable and impactful when leveraged as a group.
• When it comes to maximising the impact of their marketing campaigns and measuring their ROI, reliable tracking software is essential for both online and offline channels.
Balihoo Report How Leading Manufacturing Brands are Using Local-Digital to P...Balihoo, Inc.
Manufacturing brands that rely on a network of distributors and dealers to sell their products can struggle with digital marketing. Often, they find themselves questioning their level of involvement in marketing to the end consumer, wrestling with the outcomes of co-op programs, and encountering conflict when examining the strategies and brand representation employed by their dealers.
What You'll Learn from this Research
Why consumer behavior remains locally bound, even for manufacturing brands
What digital mediums provide the best opportunity for shared success
How two leading companies used local-digital to boost lead generation for their dealer networks
The Canadian Gaming Summit: My Presentation on Allan Petrilli
Last week, I had the opportunity to both attend and give a presentation at the Canadian Gaming Summit in Windsor, Ontario. Drawing delegates from the land-based casino and iGaming sectors across Canada, the conference was a great place to share and discuss industry trends with other gaming professionals.
Did you attend my session, “The Balanced Marketing Ecosystem: Using Traditional & Digital Marketing Strategies to Maximize your Acquisition of New Customers”? If you couldn’t make it, here are the key points I made in Windsor:
• With a reported $14 billion in annual revenue, gambling in Canada is integral to the national economy and a major revenue stream for provincial governments. .
• Canada is online like never before: in 2015, 87% of Canadian households have an internet connection. It’s therefore vital for land-based casinos and iGaming brands to make digital marketing the core of their acquisition strategies.
• Beyond their websites, the digital marketing channels casinos and operators can focus on include: SEO, PPC, media buys, email marketing, affiliate/performance marketing and social media marketing. These are most valuable and impactful when leveraged as a group.
• When it comes to maximising the impact of their marketing campaigns and measuring their ROI, reliable tracking software is essential for both online and offline channels.
Balihoo Report How Leading Manufacturing Brands are Using Local-Digital to P...Balihoo, Inc.
Manufacturing brands that rely on a network of distributors and dealers to sell their products can struggle with digital marketing. Often, they find themselves questioning their level of involvement in marketing to the end consumer, wrestling with the outcomes of co-op programs, and encountering conflict when examining the strategies and brand representation employed by their dealers.
What You'll Learn from this Research
Why consumer behavior remains locally bound, even for manufacturing brands
What digital mediums provide the best opportunity for shared success
How two leading companies used local-digital to boost lead generation for their dealer networks
When one of the most innovative digital marketing firms needed to help a top 10
global automotive company improve its national online marketing and advertising campaigns, it knew where to turn. Understanding that proper measurement is the key to improving any online marketing campaign, the agency tapped some of the most
advanced attribution technologies on the market to help.
Analysis of case study Autobytel.com by Harvard Business School...
To get a copy of this report, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Local Marketing Automation: Translating National Strategies into Local ExecutionBalihoo, Inc.
As a franchise owner, product manufacturer or national brand leader, you know how critical it is that you enable your affiliates to effectively and efficiently generate demand at the local level. This white paper will help you equip your local affiliates with the tools they need to be successful.
Women In Automotive 2016 - Dena Denman & Jessie HochhalterChristina Fowinkle
Digital Roadmap to Purchase - and the Changing Female Shopper
Consumer behavior has changed forever. Today's battle for hearts, minds and dollars is won (or lost) in micro-moments-intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. It's no surprise that consumers turn to digital - especially mobile - as they shop for a car. We will weave in some data on the female shopper micro-moments.
When one of the most innovative digital marketing firms needed to help a top 10
global automotive company improve its national online marketing and advertising campaigns, it knew where to turn. Understanding that proper measurement is the key to improving any online marketing campaign, the agency tapped some of the most
advanced attribution technologies on the market to help.
Analysis of case study Autobytel.com by Harvard Business School...
To get a copy of this report, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
Local Marketing Automation: Translating National Strategies into Local ExecutionBalihoo, Inc.
As a franchise owner, product manufacturer or national brand leader, you know how critical it is that you enable your affiliates to effectively and efficiently generate demand at the local level. This white paper will help you equip your local affiliates with the tools they need to be successful.
Women In Automotive 2016 - Dena Denman & Jessie HochhalterChristina Fowinkle
Digital Roadmap to Purchase - and the Changing Female Shopper
Consumer behavior has changed forever. Today's battle for hearts, minds and dollars is won (or lost) in micro-moments-intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey. It's no surprise that consumers turn to digital - especially mobile - as they shop for a car. We will weave in some data on the female shopper micro-moments.
What the hell are my ads doing? A look into Multi-Touch Attribution - Present...Ian Cruickshank
Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports.
If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?”
Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics.
Primary Learning Objectives:
* Learn how to get multi-touch attribution for FREE using your existing Google Analytics account.
* Learn how your digital advertising works together to help you convert.
* Finally find out what your other ads are doing.
Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralp...Ralph Paglia
In January 2008 Ford Motor Company conducted an experimental conference with a small number of specially selected and invited dealers. Dealers were selected for their outstanding leadership and innovations which were reflected by their retention of market share for the Ford Brand. This "Ford Line Of Sight" Dealer Conference Presentation was delivered by Ralph Paglia to introduce the FLMDA Program for Dealers and the value of Digital Advertising to these leaders amongst the Ford dealer network...
Automotive Digital Advertising for Car Dealers...
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Automotive Inventory Syndication - Take Control of Your Marketing and Your In...Lydie Wolfensperger
AT results at a fraction of the cost. Automotive syndication allows dealers to take control of their marketing and their inventory. It automates the creation of car videos with voice-overs and vehicle specific landing pages (VSLPs aka VDPs). It maintains brand consistency while distributing inventory around the net. In essence it provides unheard of exposure and results for a fraction of the cost of AT alone.
Google Display Marketing Jargon BusterRalph Paglia
Google Display Marketing Jargon Buster provides definitions and explanations of various buzzwords thrown about so effortlessly by sales reps, trainers and presenters.
Automotive digital advertising performance metrics dealer internet battle plan v2
1. Digital Advertising: What is It and How Should We Measure It? Yes Virginia, the world isn’t flat and there is no such thing as a $20 lead! As more money gets shifted from traditional offline advertising media into online interactive media, the ability to create a wide variety of consumer experiences around receiving a dealer’s message brings new possibilities. What are a few of these new ways for dealers to engage car buyers and how do we measure what messages are more effective than others? This session will explore online advertising from the perspective of generating consumer engagement and creating a positive perception of the dealership, while debunking the myth of the $20 lead. Paglia will present the concept of Key Buying Activities (KBA) from a dealer perspective and how to track and measure them. The session will showcase actual dealership case studies and provide access to spreadsheets and document templates that attendees can repurpose for their own use.
3. Digital Advertising Advantages 1. Online Display Advertising Ad Networks Automotive Websites Local Media Websites National Websites Behavioral Targeting Geotargeting Contextual Targeting 2. Search Engine Advertising CPC/PPC/Sponsored Links 3. Offline Ad Buying Efficiency Google Audio (radio) Google Print (newspaper) Google TV MEASURABLERESULTS QUALITY TRAFFIC HIGHLY TARGETABLE COST EFFECTIVE ROI
4. Why doesn’t local dealer advertising have the same impact on showroom traffic as it did 10 years ago? 1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007 2. 2007 National Automobile Dealers Association Data
5. Different media channels are more effective at distinct stages of the automotive shopping funnel Advertising Media Channels TV Ads Radio Ads Digital Advertising Outdoor Awareness Familiarity Consideration Newspapers Visit Dealer Purchase
10. Campaign Example #1 – Southeast USA; Pickup Trucks This campaign ran for new pickup trucks across multiple states in the Southeastern USA. Conversion to a “Key Buying Activity” (KBA) is defined as “printing out a test-drive certificate.” As Figure 4 shows (next slide),Careers & Education generated the best blend of performance, including click-through and conversion rates… Dating & Social Networking was the highest-performing conversion category. Autos & Transportation had a conversion rate dramatically lower than the average of the campaign while the click-through rate was only slightly higher than the average. Here’s the point;guessing where in-market auto buyers can be found and sticking to that without looking at any campaign data will not lead to campaign success. The true benefit of this data for the dealer and his digital marketer is not only in understanding this campaign’s performance, but also in being able to use the data to more accurately target their online advertising investments going forward – both within the current campaign and future ones… By removing low performing categories, performance will increase.
11. The size of the bubbles show the volume in terms of impressions served for each category… The placement of the bubbles represents performance in terms of click-through and conversion rates… The vertical dashed line represents the average click-through rate for the campaign. The horizontal dash line represents the average conversion rate for the campaign Regional Truck Campaign #1 Click-Through & Conversion Rates by Site Category and Traffic Figure 4
12. Campaign Example #2 – Texas; Full-Size Pickups Campaign ran for a full sized pickup truck in Texas. KBA Conversion defined as providing personal information to a dealer (Lead), or “watching the one minute and thirty second video in its entirety.” Figure 5 on next slide shows that Science and Nature performed better than other categories in clicks while Money & Finance outperformed all categories in conversions. This is interesting because Money & Finance is traditionally thought to be a fit for luxury vehicles, not full-size pickup trucks. Second, traditional thinking tells us that consumers within Money & Finance sites are “time-challenged”. Yet this group spent more time than any other group watching the video. Clearly, stereotypes continue to be challenged. Autos & Transportation sites performed below the campaign average both in terms of click-through and conversion rate.The assumption that a category consisting of automotive enthusiasts is the best way to reach consumers who are ready to buy a car within the next four or six weeks proves to be incorrect. These types of auto sites are sometimes even referred to as “in-market” sites when real campaign data continues to suggest that in-market buyers can be more successfully found on other sites in other categories.
13. Click-Through and Conversion Rates by Category and Associated Volume The size of the bubbles represents the volume in terms of impressions served for each category. The placement of the bubbles represents the performance in terms of clicks and post-click conversion rates… The vertical dashed line represents the average click-through rate for the campaign. The horizontal dashed line represents the average conversion rate for the campaign Figure 5
14. It’s not ONLY about generating leads, it’s also about the majority that shop online and buy offline! 71% 68% 67% 64% 22% 21% 21% 20%
15. $1.90 Cost per Online Car Shopper that actually clicked through to Dealer’s web site 16,266 Online Car Shoppers driven to Dealer’s Sites in 4 months. $1.51 Cost per 1,000 Online Car Shoppers that saw the Dealer’s advertisements Online Car Shoppers saw Dealer’s Ads over 20 Million times in the same 4 months.
16. What to Look at when measuring a Digital Advertising Campaign
17. Digital Ad Campaign Metrics Analysis Example (4 Month PPC & Display Ads) $71,801.30 Campaign Cost – How much spent on Digital Advertising Campaign $2.16 Cost per Thousand (CPM) - How much to get 1,000 Impressions $2.43 Average Cost per Visitor to dealer’s site $31.94 Average Cost per Lead Generated $412.65 Average Cost PVR (compares to $610 YTD) 33,257,657 Impressions Generated – How many times the ad was seen 29,528 Click Throughs- Visits to the dealers web sites, landing pages and micro sites 2,248 Leads Generated - Electronic Leads and Phone Calls Generated 174 Vehicles Sold – You know what this means! Counts Phone & Internet, but NOT showroom
18. Average monthly total vehicle sales for year prior to starting digital advertising was 144. Since starting with digital advertising sales have averaged 178 units per month. 24% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Dealer’s CRM tool shows a 22% average increase in showroom traffic. Toll Free Ad Tracking reports show 24% increase in phone calls, with increased call volumes coming in from dealer web site. Dealer web site Internet leads have increased 33% since starting digital advertising campaigns. Dealer invoicing from ADP Digital Advertising Program using campaign examples above is: Digital Advertising Media Purchases……..……..………..$ 5,495.21 Media Management Services…...………...………………..$ 1,099.04 Account Services……………………………………………..$ 495.00 ---------------- Total Digital Ad Invoice………………………………………$ 7,089.25 Net Cost Per Site Visit Generated…………………………..$ 1.80 Net Cost Per Thousand Ad Impressions…………………..$ 0.78 Case Study #4: Dealer name and URL’s changed to protect confidential marketing strategy.
19. Average monthly sales prior to starting digital advertising was 62. Since starting digital advertising, sales have averaged 75 units per month. 21% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Logs show 33% increase in showroom traffic. Phone Tracking reports show 38% increased call volumes coming in from dealer web site. Dealer website leads have increased 50% since starting digital advertising campaigns. Dealer invoicing from the ADP Digital Advertising Program for Dealers using campaign examples shown above is as follows: Digital Advertising Media Purchases……..……..………$ 3,144.69 Media Management Services…...………...……………..$ 628.94 Account Services…………………………………………..$ 495.00 ---------------- Total Digital Ad Invoice……………………………………$ 4,268.63 Net Cost Per Site Visit Generated……………………….$ 2.15 Net Cost Per Thousand Ad Impressions………………..$ 3.20 Case Study #5: Dealer’s name, location and URL’s changed to protect confidential marketing strategy.
20. “Our experience with using Digital Advertising has been nothing short of fantastic. We have used Online Advertising and Radio Campaigns to blanket our market area with great success… From January 21, 2008 to February 29, 2008, we used Digital Audio Campaigns to run 1,184 radio spots that aired on 24 stations in our market… These radio ads have aired during peak drive times from 6am to 7pm weekdays and cost a fraction of what we usually have to pay. At the same time we ran an online advertising campaign that produced 2,492 visitors to our website and generated 20,774,648 Impressions. “ - Darin WadeGeneral Manager Rich FordAlbuquerque, NM
23. Digital Advertising:Google Search Engine Advertising Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Google calls Search Ads: “Sponsored Links”
24. Digital Advertising:Yahoo! Search Engine Advertising Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Yahoo calls their Search Ads: “Sponsored Results”
33. How does buying Digital Advertising work?Can dealers use online ads to drive Traffic?* How to Get it Done: In-House: Do It Yourself 2 Day Digital Advertising Setup and Training Visit ADP Digital Advertising Program for Dealers Other SEM Service Providers & Ad Agencies Tier 2 Dealer Advertising Association OEM Digital Ads Types of Online Advertising Buys: Pay for Placement by Time (fixed monthly fee) Pay per Click (PPC or CPC) Pay per Thousand Impressions (CPM) Pay per Conversion (CPA) Leads & Calls Generated *Traffic = Showroom, phone and visits to your web sites
35. Here In Dallas, TX we used Digital Advertising to drive traffic to CBS’s DFWvehicles.com to supplement their TV, Radio and Outdoor advertising campaigns that utilized their own media channels… Exceptionally high click-through rates reflect the synergies achieved with Integrated Marketing campaigns that utilize on and offline media
36. In less than an hour, we set up Site Targeted Online Display Ads, Search Engine Ads, Radio Ad Campaigns on 24 stations, and a Saturday/Sunday Full Page Newspaper Ad Campaign…
37. Digital Ad Media Purchases…………………$ 6,389.72 Media Buying Service.…………...…………..$ 1,277.94 Account Services……………………………..$ 495.00 ---------------- Total Digital Ad Invoice…………….……$ 8,162.66 Net Cost Per Thousand Impressions…$ 0.31 Net Cost Per Visitor……………………...$ 2.13
38. 75% Increase in Sales Calls From Dealer Web Site Rich Ford Results Digital Advertising Campaigns(Feb 1- Mar 31) = Same Days Tracked Website 800 Sales Line = 492 total Calls
39. Rich Ford 2008 Results: #1 in sales volume for their region 2008 YTD February-March 2008 Sales Performance: 120 TOTAL NEW CARS 31.9%increase from 2007 217 TOTAL NEW TRUCKS2.8%increase from 2007
40. Digital Marketing Call To Action Go to www.ADPdigitalAdvertising.com and get a no-charge Search Marketing Analysis sponsored by the ADP Digital Marketing Team… An ADP Digital Advertising Team specialist will review results with you.
41. Thank You for Attending! ralph_paglia@adp.com Cell: 505-301-6369 Three ways that we can help: Sell you a a rod and reel Teach you how to fish Cook dinner for you www.AutoDigitalMarketing.comForum: Presentation File Exchange www.DrivingSales.com Rate the Trainer!