ADP Digital AdvertisingDriving Results

Presented On:January 12, 2009

ADP Digital Advertising

Targets 7 key “in-market” consumer behaviors

Digital Advertising Campaigns– Get a quote– Virtual test drive– Searching vehicle inventory– Offer-driven– Trade-in value– Specific make/model search– Special financing

Display Advertising: Flash Banner Ads

Campaign Examples at www.FordDigital.comCampaign Examples at www.FordDigital.com

ADP AdVantage - Ad Builder

ADP AdVantage - Asset Manager

ADP Ad Network

Double Click Reporting

ADP Search Marketing

Paid Search MarketingPaid Search Marketing• Impressions

• Impression Share

• Clicks

• Click through rate (CTR)

• Cost per click (CPC)

• Average Position

• Impressions

• Impression Share

• Clicks

• Click through rate (CTR)

• Cost per click (CPC)

• Average Position

Search Campaign Tracking

Search Placement / Keyword Report

Google Audio

Google Audio Reporting

Site Centric Reporting

Omniture Site Catalyst and Search Center Reporting

• Dealer Dashboards• Phone Calls• Web Leads• Conversion Rate• Cost Per Lead• Bounce Rate• Website Pathing• Time Spent on Site• Organic vs Paid

Omniture Site Catalyst and Search Center Reporting

• Dealer Dashboards• Phone Calls• Web Leads• Conversion Rate• Cost Per Lead• Bounce Rate• Website Pathing• Time Spent on Site• Organic vs Paid

Omniture Dealer Dashboards

Organic to Paid Keywords Report

Search Engine Optimization Rankings

Global Omniture Suite – Search Terms

Omniture Global Report Suite – Compare Sites

Competitive Analysis

Compare Competitive Set– Benchmark growth– Visitor Length– Demographics– Competitor Keywords– Advertising Opportunities– Upstream traffic– Downstream traffic

HitWise Competitive Analysis: Clickstream

HitWise Competitive Analysis: Search Terms

Compete – Unique Visitors

Google AdPlanner and Trends

Search Analytics - Keyword Discovery

Communicating Reports – VMAR and Analysts

Roles & Responsibilities: – PLAN– EXECUTE– MEASURE/REPORT

This equates to:– Evaluate dealership current marketing

and advertising activities– Develop annual, quarterly and monthly

advertising calendars– Work with dealer on budget

development and spend– Execute marketing campaigns– Report and assess results to improve

dealer ROI – Benchmark results and recommend

best practices– Coordinate campaigns

ADP Integrated Marketing

Dealer Dashboard – Tying it all together

Integrating campaigns across tier I - III

Integrating Campaigns - Next Steps?

• Access to assets

• Advanced notification of new campaigns

• Sharing of data

• Incentive Feeds

• Conference call and meeting schedule