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Ralph PagliaRalph PagliaDirector – Digital Marketing ADP Dealer Services
Ralph PagliaRalph PagliaDirector – Digital Marketing ADP Dealer Services
Digital Marketing & Advertising Strategies Digital Marketing & Advertising Strategies for Ford Dealersfor Ford Dealers
Digital Marketing & Advertising Strategies Digital Marketing & Advertising Strategies for Ford Dealersfor Ford Dealers
Offline Media Trends Similar to Web Ad TrendsOffline Media Trends Similar to Web Ad Trends Repeat Strategy in Selected Areas Repeat Strategy in Selected Areas
“Publisher”
Vie
wer
ship
• Explosion of online content
• Advertisers can’t find shoppers
• Publishers can’t find advertisers
ACTUAL RESULTS ACTUAL RESULTS CASE STUDY SNAPSHOTCASE STUDY SNAPSHOT
Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total cost ocost of $10,635 resulting in a cost per spot at less than $2.15 eachf $10,635 resulting in a cost per spot at less than $2.15 each… The equivalent … The equivalent average cost per spot buying the same Dayparts and reach through local radio media average cost per spot buying the same Dayparts and reach through local radio media salespeople would have been over $25 per spot. salespeople would have been over $25 per spot. How can that be? How can that be?
When we check on When we check on Albuquerque, acting like Albuquerque, acting like we work we work for Rich Ford, for Rich Ford, we find 24 Radio Stations we find 24 Radio Stations have provided Google have provided Google with direct inventory with direct inventory accessaccess……
So, what would be So, what would be available to Rich Ford available to Rich Ford if we wanted all the if we wanted all the inventory we could get, inventory we could get, running Radio Spots running Radio Spots 24 hours a day, bidding 24 hours a day, bidding on a CPM basis…on a CPM basis…
Running Radio Spots Running Radio Spots 24 hours a day, paying 24 hours a day, paying $1.59 on a CPM basis, $1.59 on a CPM basis, we would get 8,042 we would get 8,042 spots at a $10,611 total, spots at a $10,611 total, comes out to $1.32 comes out to $1.32 per Spotper Spot
What if we Ran Rich What if we Ran Rich Ford’s Radio Spots Ford’s Radio Spots ONLY DURING PRIME ONLY DURING PRIME DRIVE TIME, Monday DRIVE TIME, Monday through Friday, paying through Friday, paying on a CPM basis… on a CPM basis… On 24 Albuquerque & On 24 Albuquerque & Santa Fe Radio Stations?Santa Fe Radio Stations?
How Many Spots can we get, and at What Cost?How Many Spots can we get, and at What Cost?
Running Radio Spots ONLY Running Radio Spots ONLY
DURING PRIME DRIVE TIME, DURING PRIME DRIVE TIME,
on 24 Radio Stations in on 24 Radio Stations in
Albuquerque/Santa Fe market, Albuquerque/Santa Fe market,
paying on a $2.13 CPM basis, paying on a $2.13 CPM basis,
we would get 3,335 spots at a we would get 3,335 spots at a
$8,932 total campaign cost, $8,932 total campaign cost,
which comes out to $2.68 which comes out to $2.68
Average Cost per Prime Drive Average Cost per Prime Drive
Time SpotTime Spot
Normally we would check Normally we would check the box “I already have the box “I already have an ad” and then upload an ad” and then upload our 30 second radio spots our 30 second radio spots to be pushed directly into to be pushed directly into each stations rotation each stations rotation software and then software and then broadcast… broadcast… But, I still need to get the But, I still need to get the spots (and permission) spots (and permission) from Dennis!from Dennis!
We saved the campaign and only We saved the campaign and only
need Dennis Snyder to supply need Dennis Snyder to supply
the 30 second spots he wants the 30 second spots he wants
to run so we can upload them to run so we can upload them
into Google’s system and pull into Google’s system and pull
the trigger…the trigger…
Back to the Campaign Summary Screen, we see that Google will let us Back to the Campaign Summary Screen, we see that Google will let us bid on local newspaper advertising…bid on local newspaper advertising…
Google Print Ads… Let’s see if we could save Rich Ford any money Google Print Ads… Let’s see if we could save Rich Ford any money on buying newspaper display ads.on buying newspaper display ads.
In this initial In this initial starting section, starting section, we are going to we are going to see if any see if any newspapers newspapers in Rich Ford’s in Rich Ford’s market area have market area have signed up with signed up with Google...Google...
We Select the NewspaperWe Select the Newspapersection we wantsection we want
Next, we select the size of Newspaper Ad we want to run,Next, we select the size of Newspaper Ad we want to run,In this case we know that Rich Ford likes to own the whole page In this case we know that Rich Ford likes to own the whole page
Now, we bid on the Saturday full page adNow, we bid on the Saturday full page ad
And, we bid on the Sunday full page ad…And, we bid on the Sunday full page ad…
In this example, $951.85 on SaturdayIn this example, $951.85 on Saturday(we “low balled” the newspaper bid)(we “low balled” the newspaper bid)
At $1,324.92 for a Full Page,At $1,324.92 for a Full Page,we low balled the Sunday bid as well.we low balled the Sunday bid as well.
Next, we enter a Next, we enter a short description, short description, then save the then save the campaign..campaign....
Just like the Radio campaign, Just like the Radio campaign, we get a summary description we get a summary description and links to edit the Newspaper and links to edit the Newspaper campaign later on..campaign later on....
In less than an In less than an hour, we set up hour, we set up Online Display Online Display Ads, Search Ads, Search Engine Ads, Radio Engine Ads, Radio Ad Campaigns on Ad Campaigns on 24 stations, and a 24 stations, and a Saturday/Sunday Saturday/Sunday FFull Page ull Page Newspaper Ad Newspaper Ad Campaign.Campaign.
AutomotiveAutomotiveDigital MarketingDigital Marketing
Looking Forward = Follow the User
Campaign paused to resolve complaints
to OEM from competing dealers
Ford Dealer Display Advertisement placed on FordF150.net siteFord Dealer Display Advertisement placed on FordF150.net site
Ford Dealer listings on Google Maps…
“Local Business Results”
Ford Dealer listings on Google Maps…
“Local Business Results”
Sponsored Links (Paid SEM Ads) are listed at top and right side of search results page…
Sponsored Links (Paid SEM Ads) are listed at top and right side of search results page…
Organic (free) web site Links are listed in the middle/left/lower section of the search query results page…
Organic (free) web site Links are listed in the middle/left/lower section of the search query results page…
In Dallas, TX we are using Digital Marketing to assist CBS in driving traIn Dallas, TX we are using Digital Marketing to assist CBS in driving traffic ffic to DFWvehicles.com to support their TV, Radio and Outdoorto DFWvehicles.com to support their TV, Radio and Outdoor..
“Video accounts for a 60% share of Internet traffic and that number will soar.”
“This is the most exciting time you could ever enter marketing; the world has been turned on its ear. I call this the ‘I’ll decide, not you’ generation.”
John Hayes, CMO, American Express(Fortune, October, 2006)
Going Forward, It’s a “Video Web”Going Forward, It’s a “Video Web”Going Forward, It’s a “Video Web”Going Forward, It’s a “Video Web”
Expect to See Common Themes Expect to See Common Themes in New Digital Marketing Offeringsin New Digital Marketing Offerings
• Familiar online advertiser facing interface (AdWords)
• Timely & accurate measurement/reporting
• Flexible targeting
• Efficient pricing
• Automated workflow
• Marketplace for producers & consumers of creative assets
• Extensions for third parties
Google Offers the Most Complete Digital Marketing Google Offers the Most Complete Digital Marketing Platform for BOTH Online and Offline Media BuyingPlatform for BOTH Online and Offline Media Buying
Connect with Consumers
When They Research and Pursue Passions
with Google’s
Content Network
Connect with Consumers When They
Search Online
with Google’s
Search Solutions
Connect with Consumers
When They Go Beyond Sites
with Google’s
Products
Search Engine Marketing and Optimization
Behavioral and Geotargeted Ad Network Placements
Eye Catching Display Advertising Content
Microsites and Landing Pages that convert click-throughs into showroom visitors,
phone calls and web leads
Keyword-rich URL’s pointed at Deep Links into specific web site content
Chevrolet-Silverado.com Chevy-Malibu.comAvalanche-Chevrolet.com Impala-Chevrolet.com
Chevy-Finance.com
Placement of Dealer Ads into Online Advertising Networks
What is Digital Advertising?What is Digital Advertising?
1.Assign a Credit Card for Dealership DM use…
2.Go to www.Adwords.Google.com and create an account for dealership
3.Go to www.FordSEM.com and get a no-charge Search Marketing Analysis sponsored by Ford Digital Marketing Team… A Ford DM Team specialist will review results with you.
Ford Digital Marketing Calls To Action:
Ralph PagliaRalph PagliaRalph PagliaRalph Paglia
Best PracticesBest PracticesBest PracticesBest Practices