2 dmsc 2013 how to best train your staffRalph Paglia
The document discusses five major automotive industry social media networks: AutomotiveDigitalMarketing.com, DealerRefresh.com, DrivingSales.com, DealerElite.net, and AutoDealerPeople.com. It provides an overview of each site, including their core features and services, as well as traffic statistics from Compete, Inc. for the 12 months ending March 2012, ranking the sites based on traffic volume.
The Automotive Digital Marketing Professional Community was created in January 2008 as a social network on Ning.com, later changing its URL to www.AutomotiveDigitalMarketing.com. As of October 2009, the community had over 2,800 active members who had collectively uploaded over 6,000 photos, 1,100 videos, started 768 discussion forums and 1,350 blog posts, and formed 70 specialized groups.
DOCS integrated social media marketing v3Ralph Paglia
This document discusses strategies for integrating social media marketing with traditional marketing approaches for car dealers. It provides examples of how dealers can coordinate social media platforms like Facebook, Twitter, and YouTube with email marketing, website content, events, and other offline channels. The document also outlines tools for measuring the effectiveness of integrated social media strategies and protecting a dealer's online reputation.
The document discusses guerrilla marketing and competitive conquest advertising strategies that dealers can use to take market share from competitors. It provides examples of dealers who have used aggressive online tactics like targeted keyword campaigns and microsites to divert traffic intended for competitors to their own websites. The presentation will provide tools and techniques for identifying competitors' online activities and selecting vulnerable rivals to target marketing campaigns against.
The document discusses the evolution of automotive digital marketing over the last 10 years, provides an overview of where dealers currently stand with digital marketing strategies and tools, and examines where dealers can gain a competitive advantage in the future by learning best practices for areas like software selection, in-house vs outsourced management, and key performance indicator tracking. Ralph Paglia will share lessons from his 20 years of experience in automotive digital marketing and insights on mistakes still being made by many dealers today.
Car-Mercial Video SEO Services for Car DealersRalph Paglia
Car-Mercial is a privately owned video optimization company located in Boca Raton, Florida with over 40 employees. It has won numerous awards since 2010 for its proprietary video optimization platform. Car-Mercial works primarily with automotive clients to help them gain first page search listings through an aggressive video search strategy. Online video now accounts for over half of all internet traffic and is projected to reach 90% by 2013, making a video strategy essential for automotive brands and dealerships.
Objective Data Performance Based Pay Plans by Ralph Paglia - KPA Webinar June...Ralph Paglia
The document discusses using objective data to create effective performance plans and compensation models for sales teams. It explains that organizational development is important for attracting and hiring the best sales professionals. The session will explore strategies for recruiting, screening, hiring and training sales teams. The presenter will share tools and processes used to build successful sales departments, including defining roles and responsibilities, documenting processes, and creating pay plans aligned with business goals. Phone contact with leads is identified as critical for increasing sales.
The BDC Team Leader is responsible for supervising a team of customer service representatives, ensuring customer communications adhere to standards, and training/coaching representatives. Key duties include executing customer processes, supervising representatives, attending meetings/training, and achieving performance metrics like appointment scheduling and conversion rates. Pay plans provide a base salary plus bonuses based on number of appointments scheduled and converted to sales. Promotions offer higher pay with additional bonuses for converting different types of leads and appointments.
2 dmsc 2013 how to best train your staffRalph Paglia
The document discusses five major automotive industry social media networks: AutomotiveDigitalMarketing.com, DealerRefresh.com, DrivingSales.com, DealerElite.net, and AutoDealerPeople.com. It provides an overview of each site, including their core features and services, as well as traffic statistics from Compete, Inc. for the 12 months ending March 2012, ranking the sites based on traffic volume.
The Automotive Digital Marketing Professional Community was created in January 2008 as a social network on Ning.com, later changing its URL to www.AutomotiveDigitalMarketing.com. As of October 2009, the community had over 2,800 active members who had collectively uploaded over 6,000 photos, 1,100 videos, started 768 discussion forums and 1,350 blog posts, and formed 70 specialized groups.
DOCS integrated social media marketing v3Ralph Paglia
This document discusses strategies for integrating social media marketing with traditional marketing approaches for car dealers. It provides examples of how dealers can coordinate social media platforms like Facebook, Twitter, and YouTube with email marketing, website content, events, and other offline channels. The document also outlines tools for measuring the effectiveness of integrated social media strategies and protecting a dealer's online reputation.
The document discusses guerrilla marketing and competitive conquest advertising strategies that dealers can use to take market share from competitors. It provides examples of dealers who have used aggressive online tactics like targeted keyword campaigns and microsites to divert traffic intended for competitors to their own websites. The presentation will provide tools and techniques for identifying competitors' online activities and selecting vulnerable rivals to target marketing campaigns against.
The document discusses the evolution of automotive digital marketing over the last 10 years, provides an overview of where dealers currently stand with digital marketing strategies and tools, and examines where dealers can gain a competitive advantage in the future by learning best practices for areas like software selection, in-house vs outsourced management, and key performance indicator tracking. Ralph Paglia will share lessons from his 20 years of experience in automotive digital marketing and insights on mistakes still being made by many dealers today.
Car-Mercial Video SEO Services for Car DealersRalph Paglia
Car-Mercial is a privately owned video optimization company located in Boca Raton, Florida with over 40 employees. It has won numerous awards since 2010 for its proprietary video optimization platform. Car-Mercial works primarily with automotive clients to help them gain first page search listings through an aggressive video search strategy. Online video now accounts for over half of all internet traffic and is projected to reach 90% by 2013, making a video strategy essential for automotive brands and dealerships.
Objective Data Performance Based Pay Plans by Ralph Paglia - KPA Webinar June...Ralph Paglia
The document discusses using objective data to create effective performance plans and compensation models for sales teams. It explains that organizational development is important for attracting and hiring the best sales professionals. The session will explore strategies for recruiting, screening, hiring and training sales teams. The presenter will share tools and processes used to build successful sales departments, including defining roles and responsibilities, documenting processes, and creating pay plans aligned with business goals. Phone contact with leads is identified as critical for increasing sales.
The BDC Team Leader is responsible for supervising a team of customer service representatives, ensuring customer communications adhere to standards, and training/coaching representatives. Key duties include executing customer processes, supervising representatives, attending meetings/training, and achieving performance metrics like appointment scheduling and conversion rates. Pay plans provide a base salary plus bonuses based on number of appointments scheduled and converted to sales. Promotions offer higher pay with additional bonuses for converting different types of leads and appointments.
This document discusses reputation management strategies for car dealerships. It explains that a dealership's reputation is formed through search engines, review websites, social media, blogs, and forums. It recommends that dealerships develop a reputation management plan to control positive content on search engine results pages, major review websites, and social networks. Specific tactics include claiming and updating business profiles, asking satisfied customers to post reviews, responding to reviews, publishing helpful articles and videos online, and engaging customers on social media. The goal is to populate search results and distribute positive content across the internet to attract more customers.
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.
The document provides tips for effectively summarizing a client's current situation and desired situation in order to make recommendations. It advises asking open-ended questions about the client's business model, marketing efforts, and personal goals to understand where they are today and where they want to be. Understanding both the current and desired situations allows one to define a roadmap to help clients achieve their objectives. Sample questions are provided to evaluate the client's current situation in their business, marketing, and individual priorities as well as questions to understand their desired situation and priorities for the future.
Google Digital Marketing Crossword PuzzleRalph Paglia
This document is a crossword puzzle containing common terms from digital marketing. Across and down clues are provided to fill in the boxes with terms like: search engine marketing, traffic acquisition, mobile device, pay-per-click, organic listings, URL, social media, unique visitor, session, ranking, landing page, search engine optimization, link, paid listings, and query. Completing the crossword requires knowledge of these fundamental digital marketing concepts and terms.
Google: Building Mobile Sites | Best PracticesRalph Paglia
This document provides information on optimizing websites for mobile experiences. It discusses principles of mobile site design like making site search visible and ensuring relevant results. It notes that over 50% of searches are now on mobile phones. Case studies are presented on how companies like Zazzle and Autoglass improved their mobile experiences and increased conversions and sales through mobile optimization.
The document is a guide to the new Google AdWords experience. It provides an overview of the new interface and features, including improved reporting, new campaign types, and streamlined access to tools and settings. The guide walks through how to navigate the new interface, find key areas and make changes. It also covers troubleshooting issues like fixing disapproved ads or suspended sites.
This document discusses how using ad extensions in Google Ads can increase visibility, clickthrough rates, and return on investment. It identifies six types of ad extensions - sitelinks, callout extensions, review extensions, call extensions, location extensions, and app extensions - and explains how each can help qualify customers and make ads more relevant. On average, each new ad extension results in a 10-15% increase in clickthrough rate. Ad extensions can appear on search network ads and some may also appear on display network ads, with AdWords choosing the most useful combination.
Genuine google seo checklist top secretRalph Paglia
The document provides an optimization checklist for various marketing objectives and tactics in Google AdWords. It lists best practices for optimizing search campaigns, display campaigns, TrueView video ads, bidding strategies, targeting, mobile sites, and more. The checklist notes that the recommendations are not guaranteed to improve performance and should be used at the advertiser's discretion. The most up-to-date version can be found on google.com/partners.
This document provides a checklist of digital growth strategies for e-commerce businesses, including branding, social media management, email marketing, content marketing, search engine optimization, online reputation management, and digital advertising strategies like pay per click advertising and search engine advertising. It also includes recommendations around ecommerce website development, mobile commerce, warehouse integration, analytics, and ensuring a complete digital presence and strategy.
Digital and physical touchpoints in the automotive industryRalph Paglia
1. The automotive industry is undergoing a digital transformation, with OEMs investing heavily in digital solutions to sell vehicles and services online as consumers expect seamless experiences across digital and physical channels.
2. However, most customers still want some physical interactions, like seeing vehicles in person before purchasing. OEMs must balance digital and physical touchpoints to meet evolving consumer expectations.
3. Providing a seamless omnichannel experience across all customer interactions will be key to success. OEMs must integrate their digital and physical systems to ensure smooth transitions between channels.
The document discusses an excerpt from the book "42 Rules of Social Media for Small Business" which provides rules and guidance for using social media effectively for small businesses. It describes the changing context of communication as new technologies have emerged and how social media is affecting personal and global communication. The excerpt emphasizes that understanding principles of online communication is more important than chasing the latest trends and that small businesses should focus on select social media platforms and stick with them to make an impact.
Google dealer guidebook best practices completeRalph Paglia
The document provides guidance for dealers and agency partners on optimizing their use of Google's products. It is organized into four pillars: Fundamentals, Basics, Differentiators, and Growth Levers. The Fundamentals section focuses on basic but important tactics like prioritizing website speed and simplicity. The Basics section outlines tested growth strategies for paid search, display, and audience targeting like maximizing brand search and location-based targeting. The Differentiators section presents advanced strategies in these areas. The Growth Levers section explores emerging tactics for measurement and automation. The goal is to help partners prioritize Google's products based on their marketing objectives and digital maturity.
This document provides recommendations for Triumph Motorcycles to harness digital media to drive sales and brand awareness. It discusses how media consumption has shifted online and the benefits of a modern digital advertising approach using paid search, retargeting, and attribution modeling. It also stresses the importance of continuing traditional media efforts while leveraging relationships, and monitoring social media to understand brand perceptions. A three-step plan is proposed focusing on optimizing digital advertising, partnering with publishers, and initiating social listening.
Toyota kc region dealer summit presentationRalph Paglia
Ralph Paglia presented at a Toyota dealer summit on digital marketing and internet sales challenges. He discussed how 5 Toyota dealers in the Kansas City region stood out for better website content marketing and higher website visitor to contact conversion rates. Paglia also covered how setting up social media sharing and online reviews can help dealers, and the importance of lead management practices like direct phone contact and follow up to increase sales closing ratios from internet leads. He emphasized that increasing closing ratios requires more than just timely response, but showing genuine interest in customers and their needs.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Tips modular strategy for digital marketingRalph Paglia
Traffic to a website is generated through marketing, search engine optimization, and referrals. Interactive content like inventory and forms allows customers to interact. The process refers to how dealers respond to leads through email and phone techniques. Sales activities happen after leads become showroom visitors. Effectiveness is measured by unique visitors, form submissions, appointment shows, and closing ratios.
The mercedes benz x-class concept pickup truck is hereRalph Paglia
Mercedes-Benz unveiled the X-Class concept pickup truck. The X-Class will be the first "premium" pickup and is intended to fill a gap in Mercedes' product portfolio. It will compete in growing midsize pickup markets globally but not in the US, where Detroit automakers dominate. The X-Class concept emphasizes luxury and off-road capability and will enter production in late 2017 with diesel power and all-wheel drive.
Seo in a mobile first era markteters editionRalph Paglia
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends developing a responsive mobile website or mobile-specific site, optimizing page speed, implementing AMP pages, ensuring accessible mobile content, adding relevant structured data, and tracking mobile search queries and performance. The overall message is that mobile-first practices are crucial as search becomes increasingly dominated by mobile users.
This document discusses reputation management strategies for car dealerships. It explains that a dealership's reputation is formed through search engines, review websites, social media, blogs, and forums. It recommends that dealerships develop a reputation management plan to control positive content on search engine results pages, major review websites, and social networks. Specific tactics include claiming and updating business profiles, asking satisfied customers to post reviews, responding to reviews, publishing helpful articles and videos online, and engaging customers on social media. The goal is to populate search results and distribute positive content across the internet to attract more customers.
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.
The document provides tips for effectively summarizing a client's current situation and desired situation in order to make recommendations. It advises asking open-ended questions about the client's business model, marketing efforts, and personal goals to understand where they are today and where they want to be. Understanding both the current and desired situations allows one to define a roadmap to help clients achieve their objectives. Sample questions are provided to evaluate the client's current situation in their business, marketing, and individual priorities as well as questions to understand their desired situation and priorities for the future.
Google Digital Marketing Crossword PuzzleRalph Paglia
This document is a crossword puzzle containing common terms from digital marketing. Across and down clues are provided to fill in the boxes with terms like: search engine marketing, traffic acquisition, mobile device, pay-per-click, organic listings, URL, social media, unique visitor, session, ranking, landing page, search engine optimization, link, paid listings, and query. Completing the crossword requires knowledge of these fundamental digital marketing concepts and terms.
Google: Building Mobile Sites | Best PracticesRalph Paglia
This document provides information on optimizing websites for mobile experiences. It discusses principles of mobile site design like making site search visible and ensuring relevant results. It notes that over 50% of searches are now on mobile phones. Case studies are presented on how companies like Zazzle and Autoglass improved their mobile experiences and increased conversions and sales through mobile optimization.
The document is a guide to the new Google AdWords experience. It provides an overview of the new interface and features, including improved reporting, new campaign types, and streamlined access to tools and settings. The guide walks through how to navigate the new interface, find key areas and make changes. It also covers troubleshooting issues like fixing disapproved ads or suspended sites.
This document discusses how using ad extensions in Google Ads can increase visibility, clickthrough rates, and return on investment. It identifies six types of ad extensions - sitelinks, callout extensions, review extensions, call extensions, location extensions, and app extensions - and explains how each can help qualify customers and make ads more relevant. On average, each new ad extension results in a 10-15% increase in clickthrough rate. Ad extensions can appear on search network ads and some may also appear on display network ads, with AdWords choosing the most useful combination.
Genuine google seo checklist top secretRalph Paglia
The document provides an optimization checklist for various marketing objectives and tactics in Google AdWords. It lists best practices for optimizing search campaigns, display campaigns, TrueView video ads, bidding strategies, targeting, mobile sites, and more. The checklist notes that the recommendations are not guaranteed to improve performance and should be used at the advertiser's discretion. The most up-to-date version can be found on google.com/partners.
This document provides a checklist of digital growth strategies for e-commerce businesses, including branding, social media management, email marketing, content marketing, search engine optimization, online reputation management, and digital advertising strategies like pay per click advertising and search engine advertising. It also includes recommendations around ecommerce website development, mobile commerce, warehouse integration, analytics, and ensuring a complete digital presence and strategy.
Digital and physical touchpoints in the automotive industryRalph Paglia
1. The automotive industry is undergoing a digital transformation, with OEMs investing heavily in digital solutions to sell vehicles and services online as consumers expect seamless experiences across digital and physical channels.
2. However, most customers still want some physical interactions, like seeing vehicles in person before purchasing. OEMs must balance digital and physical touchpoints to meet evolving consumer expectations.
3. Providing a seamless omnichannel experience across all customer interactions will be key to success. OEMs must integrate their digital and physical systems to ensure smooth transitions between channels.
The document discusses an excerpt from the book "42 Rules of Social Media for Small Business" which provides rules and guidance for using social media effectively for small businesses. It describes the changing context of communication as new technologies have emerged and how social media is affecting personal and global communication. The excerpt emphasizes that understanding principles of online communication is more important than chasing the latest trends and that small businesses should focus on select social media platforms and stick with them to make an impact.
Google dealer guidebook best practices completeRalph Paglia
The document provides guidance for dealers and agency partners on optimizing their use of Google's products. It is organized into four pillars: Fundamentals, Basics, Differentiators, and Growth Levers. The Fundamentals section focuses on basic but important tactics like prioritizing website speed and simplicity. The Basics section outlines tested growth strategies for paid search, display, and audience targeting like maximizing brand search and location-based targeting. The Differentiators section presents advanced strategies in these areas. The Growth Levers section explores emerging tactics for measurement and automation. The goal is to help partners prioritize Google's products based on their marketing objectives and digital maturity.
This document provides recommendations for Triumph Motorcycles to harness digital media to drive sales and brand awareness. It discusses how media consumption has shifted online and the benefits of a modern digital advertising approach using paid search, retargeting, and attribution modeling. It also stresses the importance of continuing traditional media efforts while leveraging relationships, and monitoring social media to understand brand perceptions. A three-step plan is proposed focusing on optimizing digital advertising, partnering with publishers, and initiating social listening.
Toyota kc region dealer summit presentationRalph Paglia
Ralph Paglia presented at a Toyota dealer summit on digital marketing and internet sales challenges. He discussed how 5 Toyota dealers in the Kansas City region stood out for better website content marketing and higher website visitor to contact conversion rates. Paglia also covered how setting up social media sharing and online reviews can help dealers, and the importance of lead management practices like direct phone contact and follow up to increase sales closing ratios from internet leads. He emphasized that increasing closing ratios requires more than just timely response, but showing genuine interest in customers and their needs.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
Tips modular strategy for digital marketingRalph Paglia
Traffic to a website is generated through marketing, search engine optimization, and referrals. Interactive content like inventory and forms allows customers to interact. The process refers to how dealers respond to leads through email and phone techniques. Sales activities happen after leads become showroom visitors. Effectiveness is measured by unique visitors, form submissions, appointment shows, and closing ratios.
The mercedes benz x-class concept pickup truck is hereRalph Paglia
Mercedes-Benz unveiled the X-Class concept pickup truck. The X-Class will be the first "premium" pickup and is intended to fill a gap in Mercedes' product portfolio. It will compete in growing midsize pickup markets globally but not in the US, where Detroit automakers dominate. The X-Class concept emphasizes luxury and off-road capability and will enter production in late 2017 with diesel power and all-wheel drive.
Seo in a mobile first era markteters editionRalph Paglia
The document discusses optimizing a website for mobile-first search engine optimization (SEO). It recommends developing a responsive mobile website or mobile-specific site, optimizing page speed, implementing AMP pages, ensuring accessible mobile content, adding relevant structured data, and tracking mobile search queries and performance. The overall message is that mobile-first practices are crucial as search becomes increasingly dominated by mobile users.
Dahua provides a comprehensive guide on how to install their security camera systems. Learn about the different types of cameras and system components, as well as the installation process.
car rentals in nassau bahamas | atv rental nassau bahamasjustinwilson0857
At Dash Auto Sales & Car Rentals, we take pride in providing top-notch automotive services to residents and visitors alike in Nassau, Bahamas. Whether you're looking to purchase a vehicle, rent a car for your vacation, or embark on an exciting ATV adventure, we have you covered with our wide range of options and exceptional customer service.
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Charging Fueling & Infrastructure (CFI) Program Resources by Cat PleinForth
Cat Plein, Development & Communications Director of Forth, gave this presentation at the Forth and Electrification Coalition CFI Grant Program - Overview and Technical Assistance webinar on June 12, 2024.
1. GOOGLE ADWORDS CASE STUDY – AUTOmOTivE TEAm AT GOOGLE
Top auto dealer increased leads 350 percent
with campaigns combining traditional media
and Google AdWords.
Marketing challenges and goals
• Courtesy Chevrolet
• www.houseofcourtesy.com
• The largest Chevrolet dealership in America with more than 11,000 annual vehicle
About the Automotive teAm sales and nearly 400 employees
At GooGle
Marketing challenges and goals
The Automotive Team provides industry
insight and advises all Google teams
• Advance customers through the sales funnel
managing Automotive accounts. We
work to ensure that Automotive clients
• Maintain low cost per lead
get industry-specific solutions and the
maximum value from their partnership
• Acquire new customers
with Google. • Increase visibility to previous customers going online
• Target specific demographics in defined local areas
About GooGle AdWoRdS • Maximize marketing return on investment
Google AdWords is currently used by Solution
thousands of businesses worldwide to
gain new customers in a cost-effective • Use Google AdWords™ during all phases of the sales process
way. AdWords use keywords to precisely
target ad delivery to web users seeking • Devise branding-oriented campaigns using non-vehicle-based offers that capture
information about a particular product or the attention of consumers prior to the start of their shopping process
service. The program is based on cost-
per-click (CPC) pricing, so advertisers only • Create campaigns using model- specific relevant offers to reach online car buyers
pay when an ad is clicked on. Advertisers
can take advantage of an extremely broad further along in the sales cycle
distribution network, and choose the level
of support and spending appropriate for • Implement site targeting, by placing text-based sponsored links and image ads on
their business. relevant sites in the Google content network
For more information on launching your • Create targeted microsites, landing pages and deep links into relevant content
own campaign or getting expert help, visit within the website
http://adwords.google.com.
• Use geographic targeting to direct specific ads to customers located in the
Phoenix metro area and selected micro-markets based on specialized segment
opportunities
• Integrate online marketing efforts with traditional media such as billboards, radio,
television, magazines and direct mail
Results
• AdWords is the most cost-efficient tool for branding and advancing customers
through the sales funnel
• Integrated marketing strategy including AdWords has boosted lead volume 350
percent over 19-month period
• Almost 30,000 people visited Courtesy websites by clicking on AdWords-placed
ads, generating well over 2,000 online and phone leads, resulting in 174
vehicles sold
2. GOOGLE ADWORDS CASE STUDY – AUTOmOTivE TEAm AT GOOGLE
Business overview
“When you compare $2 Edward Fitzgerald and R. Mitchel McClure founded Courtesy Chevrolet in 1955 in
per click with AdWords an old farmhouse in Phoenix, Arizona. With nearly 400 employees, the company
to an outdoor billboard is currently the largest Chevrolet dealer in America by total sales volume. Courtesy
campaign that costs us Chevrolet relies heavily on the Internet to communicate with customers and increase
sales while honing in on specific target markets. For example, they have set up an
$10 to $15 for every
online information and referral service to offer Phoenix-area women a hassle-free
person who visits the URL place to get advice on car purchases, maintenance and other automotive related
featured on the sign, you topics. Using online sales processes that completely remove the confrontational
can see why AdWords is aspects of more traditional automotive retail sales, Courtesy has been able to recruit
so attractive.” and hire a team of female sales professionals who offer a female-friendly car buying
experience. The AskPatty.com team has its own dedicated monthly AdWords budget
Ralph Paglia for generating customer leads.
Courtesy Chevrolet
Marketing challenges and goals
Ralph Paglia, Director of CRM and eBusiness Operations, heads up the dealership’s
interactive marketing campaigns. As part of the overall multi-channel integrated
marketing strategy, he puts together marketing campaigns using a blend of
new technologies and traditional media. He constantly seeks ways to maximize
marketing return on investment and to move customers from interest through
to final purchase as efficiently as possible. Paglia also supervises a team of
more than 60 Internet Sales Specialists, Customer Service Representatives,
CRM Administrators, Internet Sales Managers, Team Leaders and Business
Development Managers.
Among Paglia’s mainstay marketing tools is Google AdWords™ search-based
advertising. “Measurable yields are what we’re after, and we’ve found time and
again that AdWords delivers tremendous return on investment for us, both in terms
of acquiring new customers and keeping cost per sale as low as possible,” he says.
He has introduced AdWords to several of his managers who have their own accounts
and use online campaigns for such specific purposes as recruiting Internet
Sales Specialists and finding potential sellers who own certain vehicles that
the dealership seeks for its used car inventory.
The Google solution
Paglia uses AdWords to reach customers during all phases of the automotive
sales cycle. Using his interactive marketing strategy, he strives to reach potential
automotive buyers during the awareness, engagement, consideration and purchase
stages. Using relevant microsite content, inquiries are directed to specialized teams
working in the phase of vehicle shopping targeted by the AdWords campaign.
For example, to raise awareness, Paglia sets up integrated online and offline
campaigns to build the Courtesy Chevrolet brand. In one campaign, potential
customers were directed to www.YouGotGas.com using traditional offline media
like billboards saying “Got Gas?” together with TV commercials and radio ads.
As part of the campaign, he used AdWords to help drive people to the site, which
contained the contest specifics. When directed to the site, people were asked to
enter a weekly drawing by filling out a registration form on the web. The winner
received $500 in free gasoline. Furthermore, if the customer completed the online
registration process, and then purchased or leased a new Chevrolet car or truck from
the Internet sales department, the consumer was offered a year’s worth of pre-paid
fuel cards.
3. GOOGLE ADWORDS CASE STUDY – AUTOmOTivE TEAm AT GOOGLE
In order to engage a customer, Paglia creates targeted microsites and landing
“Site targeting in AdWords pages to provide the consumer with relevant information that is specific to an
associated AdWords campaign. As of February 2007, Courtesy Chevrolet has over
is a fantastic tool that 350 URL addresses for their websites, microsites, landing pages and deep links,
has really improved our and uses Google’s capabilities to direct the consumer to these sites. For example,
ability to reach specific for www.LatinoChevy.com and other sites targeted to the Latino community, the
demographics and team deploys Spanish-language AdWords ads to improve results. Furthermore, he
improve our results.” takes advantage of geographic targeting in AdWords to help ensure that potential
customers are located in targeted areas throughout Phoenix and Arizona.
Ralph Paglia
In addition to Google’s ad products, Paglia uses Google Groups to promote Courtesy
Courtesy Chevrolet
Chevrolet’s message. Once an interested consumer lands on one of his sites, she
is encouraged to learn more, subscribe to Courtesy’s newsletter, or discuss her
questions with other members of the group, thus continuing a dialogue during a key
consideration period.
In Paglia’s interactive marketing strategy, the Google advertising platform has proven
to be an effective way to reach online car buyers who are further along in the sales
cycle, at the moment they’re looking for a new or used car. Using Google’s site
targeting program, Courtesy Chevy ads appear on specific and relevant content sites
in the Google network. Given that the Google Network reaches more than 80 percent
of US Internet users*, Paglia’s strategy is to use both text-based sponsored links
and display image ads containing photos and rich media on these sites. Courtesy
creates the ads and then distributes them using AdWords keyword based campaigns
or by selecting specific sites using AdWords Site Targeted campaign capabilities to
reach target customers. For example, in order to reach potential customers during
the consideration phase, ads are placed on product research related automotive-
oriented information sites. Alternatively, if a consumer is reading about gas prices,
he or she may notice a relevant Courtesy ad next to the article offering an incentive
to register for a coupon that is converted to a prepaid fuel car upon taking a test
drive, or simply receive new model information updates.
To measure results, Paglia uses Google Analytics™ to track where website visitors
are coming from and how they interact with the site. With this data in hand, he can
measure the effectiveness of both his online and offline campaigns.
Google and Courtesy Chevy’s Buying Cycle
Integrated online/offline
Awareness campaigns w/Google AdWords
Targeted Microsites & Landing Pages
Engagement AdWords, Geo Targeting Google Groups
Consideration Site Targeting
Purchase Google Analytics