Digital Advertising Program for DealersPresented by Tony Guarnaccia, Director, Digital Advertising ADPAugust 21, 2008

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Staff – 14 full time search marketers / Dedicated analyst– Broad Experience – many verticals, consumer / b2b, sales / lead, international– 2 to 10 years search experience

Search Engine Optimization– 2,000 websites (BZ sites and Dynamic Websites)– 25% - 35% of BZ leads generated from organic search

Paid Search and Digital Advertising– Manage multi-million dollar ad spend– Google certified Search Marketing Team– Sophisticated campaign / bid management

Measurement– Omniture Analytics – on demand reporting– Search Analysis – links, rankings, campaign suggestions, leads– Competitor Analysis – we know the keywords that perform for your competition– Conversion Analysis – we have ongoing optimization of your campaigns

Digital Advertising Team

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Consumers Behaviors are Changing

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35.3%

24.9%

13.4%

8.2%

4.4%3.6%

1.1%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0% ““Which one of these information sources Which one of these information sources was most important when making was most important when making decisions about buying your vehicle?”decisions about buying your vehicle?”

Source: Polk Center for Automotive Studies

Does Your Ad Budget Match?

5

0%

5%

10%

15%

20%

25%

30%

35%

40%

Newspaper Radio Television Internet Other

Dealer

Consumer

Source: NADA

The Average Car Dealer’s Advertising Spend Does Not Match The Consumer’s Car Buying Research and Decision Making BehaviorThe Average Car Dealer’s Advertising Spend Does Not Match The Consumer’s Car Buying Research and Decision Making Behavior

Dealer Spend vs. Consumer Consumption

Dea

ler

Ad

Bu

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et

Dea

ler

Ad

Bu

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et

Eff

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ncy

Gap

Eff

icie

ncy

Gap

Dea

ler

Ad

Bu

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Dea

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Ad

Bu

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Gap

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Gap

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Online Advertising is Growing

Eight out of 10 consumers now consult the Internet atleast once during the car-buying process

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Dealer Advertising is Changing

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CapGemini’s 2007 Auto Shopper Study

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20072007 20062006

UsingSEM33%

UsingSEM33%

Not Using SEM

67%

Not Using SEM

67%

UsingSEM49%

UsingSEM49%

Not UsingSEM51%

Not UsingSEM51%

More Dealers are using Paid Search

Dealerships Using SEM

Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services StudySM (DSOBS)Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services StudySM (DSOBS)

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Bigger Dealers are Making the Shift to SEM

Use SEMUse SEM

Dealerships Using SEM by New-Vehicles Sales Volumes in 2007

Not Using SEMNot Using SEM

33%33%

67%67%

56%56%

44%44%

65%65%

35%35%

< 50< 50 50-14950-149 150+150+

Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services StudySM (DSOBS)Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services StudySM (DSOBS)

# of New-Vehicle Sales Per Month# of New-Vehicle Sales Per Month

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Buy More Digital & Increase Sales

1. Online Display Advertising– Ad Networks

o Automotive Websiteso Local Media Websiteso National Websites

– Behavioral Advertising

2. Search Engine Marketing– SEM/PPC/Sponsored Links

3. Offline Ad Efficiency– Google Audio Advertising

TRACKABLE RESULTS

QUALITY TRAFFIC

TARGETED ADVERTISING

EFFECTIVE ROI

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Digital Advertising Impact

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ADP’s Comprehensive Digital Advertising Solution:

Drive Showroom Traffic

Generate More Phone Calls

Increase Visitors to Dealership Websites

Get More Leads from Dealership Websites

Create Online Visibility for Dealers with Sponsored Search Engine Listings

Place Dealer Advertising on National websites when visited by Local Car Buyers

Emphasize Dealer’s Brand and Message

Drives Business Into All Profit Centers

WE DO ITWE

DO IT

YOU DO ITYOU DO IT

WE HELPWE

HELP

Dealer Internet advertising designed to:

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Digital Advertising for DealersDigital Advertising for Dealers

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High Quality

Trackable Traffic

3 Prong Attack!

High Quality

Trackable Traffic

3 Prong Attack!Paid Search:3. Sponsored Listings4. Expanded Map Listings

Paid Search:3. Sponsored Listings4. Expanded Map Listings

Display Advertising:1. Flash Banner Ads2. Premium Ad Networks

Display Advertising:1. Flash Banner Ads2. Premium Ad Networks

Audio Ads:5. Blanket Local Radio6. Cost Effective

Audio Ads:5. Blanket Local Radio6. Cost Effective

Complete Digital Advertising Solution

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Targets 7 key “in-market” consumer behaviors

Banner Ad / Micro-site “Digital Ad 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

Example of a static 300 x 250 size Banner Example of a static 300 x 250 size Banner AdAd

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

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ADP Premium Ad Network Sites

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ADP Digital Advertising Network

ADP AD NETWORKADP AD NETWORK

AUTO SITES

AutoBlog

AutoSpies

AutoWeek

CarDomain

GasBuddy

KBB.com

AUTO SITES

AutoBlog

AutoSpies

AutoWeek

CarDomain

GasBuddy

KBB.com

CONSUMER SITES WITH

“AUTOMOTIVE” AUDIENCE(behavioral targeting)

Specific Media Ad Network

Yahoo Ad Network

JumpStart Ad Network

CONSUMER SITES WITH

“AUTOMOTIVE” AUDIENCE(behavioral targeting)

Specific Media Ad Network

Yahoo Ad Network

JumpStart Ad Network

NEWSPAPER SITES

Varies by city

NEWSPAPER SITES

Varies by cityTV/RADIO SITES

Varies by city

CBS, ABC, Clear Channel, etc.

TV/RADIO SITES

Varies by city

CBS, ABC, Clear Channel, etc.

ONLINE DIRECTORIES

Yellowpages.com

Local.com

CitySearch

ONLINE DIRECTORIES

Yellowpages.com

Local.com

CitySearch

Targeted by zip codeTargeted by zip code

LOCAL MEDIA CHANNEL

LOCAL MEDIA CHANNEL

AUTOMOTIVE CHANNEL

AUTOMOTIVE CHANNEL

Targeted by zip codeTargeted by zip code

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Behavior Targeted Campaigns

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Geo-Targeted Behavioral Campaign Example

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Re-Targeting – Creates Virtual Be-Back

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Sources: ¹Atlas Digital Marketing Insight Report ²Yahoo! Report, January 2007

Online Display + Search = SALE$

Display Advertising that shows up in front of car buyers while they are visiting web sites is one of the most effective ways to increase search volume for the advertising dealership’s name².

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Also called Cost-Per-Click (CPC), Pay-Per-Click (PPC) or Sponsored Links

Capitalize on Search Marketing

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Paid Search Marketing

Sponsored listings are placed on search results matching a user’s query. Advertisers pay for each click / visitor generated.

What is Paid Search Marketing?

Cost Per Click Influenced by:• Bid• Click-Through-Rate• Quality Score – including copy, landing page, key terms

Advantages:

• Measurable

• Predictable

• Immediate

• Highly targeted

• Control – ranking, copy, budget, landing page

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Universal Search combines results from:

• Organic Results• Local Maps• Multimedia • News resources

and various other sources resulting to form a single set of results

Universal Search

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Automotive Keywords – Which Terms Work

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We know the sites and keywords driving the best results for your competitionWe know the sites and keywords driving the best results for your competition

What works for your competition?

DecDec

Top 10 Websites Driving Total Traffic to Boch.com:

Top 10 Websites Driving Total Traffic to Boch.com:

Monthly Searches for “Boch Toyota”

Monthly Searches for “Boch Toyota”

300300

240240

180180

120120

6060

00

Boch ToyotaYear 2007

Boch ToyotaYear 2007

JanJan FebFeb MarMar AprApr MayMay JunJun JulJul AugAug SepSep OctOct NovNov

MONTHMONTH

SE

AR

CH

ES

SE

AR

CH

ES

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• Regional target your advertising campaigns to the zip code, metro and DMA

• Reach only the consumers shopping in your area

• Reduce your costs and increase your Return on Investment

• Regional target your advertising campaigns to the zip code, metro and DMA

• Reach only the consumers shopping in your area

• Reduce your costs and increase your Return on Investment

Regionally Targeted Advertising Campaigns

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Sophisticated Tools: Automated Bid Management

• Maintains top search rankings for thousands of search terms

• Dynamically optimizes your Cost per Lead

• Manages time of day advertising based upon volume and quality of search engine activity

• Automatically adjusts campaigns to maximize lead conversions

• Maintains top search rankings for thousands of search terms

• Dynamically optimizes your Cost per Lead

• Manages time of day advertising based upon volume and quality of search engine activity

• Automatically adjusts campaigns to maximize lead conversions

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Benefits Consumers heavily use “3rd

party” sites Increase Google Quality

Score

Multiple Designs and Offers to

find the best conversion mix.

Multiple Designs and Offers to

find the best conversion mix.

Get a Quote Landing PageGet a Quote Landing Page

With 3rd party, stealth MicroSites, customers can shop Balise against Balise With 3rd party, stealth MicroSites, customers can shop Balise against Balise

Micro Sites Increase Conversions

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Google Audio Advantage

Effective Complement to Online Advertising

Radio Reaches Your Customers by Demo & Geo

Radio Promotes Online Conversion

Radio Increases the Impact of Your Online Campaigns

Easily Track Buyer Activities When Their Interest is Triggered by Radio Ads

Better Accountability and Measurements

Real Time Reporting

0

5

10

15

20

25

30

TwoInternet

Ads

OneInternet,

One RadioAd

6%

27%

+4.5x

Unaided Recall Adults 18-54

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Google Audio: Maximizing Your Reach

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Google Audio: Dynamic Ad Placement

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Utilize Google Audio to Manage Local Radio Station Advertising

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Dealer Testimonial – RICH FORD - Albuquerque, NM

Campaign ran for 40 days from January to February 2008

• 1184 radio spots aired on 24 stations at peak drive times - at an average cost of $2.26 per spot

• The online campaign produced 2492 clicks to the dealer’s website generating over 20,000,000 impressions with average CPC of $1.62

• Total cost to dealership $8460• Nearly doubled inbound call traffic

from 276 to 476• Achieved Number 1 in the Region

and moved up to 26th in the Nation in new vehicle volume

• New car sales were up 32% year over year; Truck sales up 3%

Darin Wade, GM – “Our experience using the Ford Digital Advertising program has been nothing short of fantastic!”

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• Search Marketing Statistics• Impressions, Clicks, & CTR• Leads & Conversion Rate• Revenue & Return on spend • Visitor Profiles & Reports• Referring Domains• Popular Pages & Click Paths

Campaign Tracking & Analytics

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ADP Distinctions – Why Buy From Us?: Dedicated Virtual Marketing Account

Representative and Marketing Analyst for your account

Most advanced tools in the automotive industry including Rules Based Management (Day Parting and ROI Bidding)

Largest keyword database in the automotive industry

– Deep knowledge of the most effective keyword campaigns

– Highest keyword conversion rate in the industry

Reseller position with Digital Ad Networks– High a cost of entry for most dealers/agencies

– Pass savings on to our customer

Fully integrated Campaigns – Digital Advertising System – Exclusive ADP Offer

o All ad messages are consistent with PPC, Ad Networks, etc.

ADP is Preferred Vendor for Ford

Paid Search Manager

Analytics Expert

VMAR

Dedicated Analyst

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CONNECTING ADP DEALERS WITH CAR BUYERSwith ONLINE DISPLAY, SEM, GOOGLE AUDIO

CONNECTING ADP DEALERS WITH CAR BUYERSwith ONLINE DISPLAY, SEM, GOOGLE AUDIO

Connect Dealers with Customers

When They Search Online

with ADP provided

Search Solutions

Connect Dealers with Customers

When They Research and Pursue Passions

with ADP provided

Ad Network

Connect Dealerswith Customers When They Go

Beyond Web Sites

with ADP provided

Google Audio

GOOGLE

SUMMARY – GET IN THE DIGITAL AD GAME!

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THANK YOU FOR YOUR TIME!

NEXT STEPS?

Your Name– Digital Advertising ConsultantADP Dealer Services – your phone number