Adp da presentation balise 2008 2008 08-21 v2

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  1. 1. Digital Advertising Program for Dealers Presented by Tony Guarnaccia, Director, Digital Advertising ADP August 21, 2008
  2. 2.
    • 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
  3. 3. Consumers Behaviors are Changing
  4. 4. Does Your Ad Budget Match? Which one of these information sources was most important when making decisions about buying your vehicle? Source: Polk Center for Automotive Studies
  5. 5. Source: NADA The Average Car Dealers Advertising Spend Does Not MatchThe Consumers Car Buying Research and Decision Making Behavior Dealer Spend vs. Consumer Consumption Dealer Ad Budget Efficiency Gap
  6. 6. Online Advertising is Growing Eight out of 10 consumers now consult the Internet at least once during the car-buying process
  7. 7. Dealer Advertising is Changing
  8. 8. CapGeminis 2007 Auto Shopper Study
  9. 9. More Dealers are using Paid Search Dealerships Using SEM Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services Study SM(DSOBS) 2007 2006 Using SEM 33% NotUsing SEM 67% Using SEM 49% NotUsing SEM 51%
  10. 10. Bigger Dealers are Making the Shift to SEM Use SEM Dealerships Using SEM by New-Vehicles Sales Volumes in 2007 Not Using SEM 33% 67% 56% 44% 65% 35% < 50 50-149 150+ Source: J.D. Power and Associates 2007 Dealer Satisfaction with Online Buying Services Study SM(DSOBS) # of New-Vehicle Sales Per Month
  11. 11. Buy More Digital & Increase Sales
    • 1.Online Display Advertising
      • Ad Networks
        • Automotive Websites
        • Local Media Websites
        • 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
  12. 12. Digital Advertising Impact
  13. 13.
    • 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 Nationalwebsites when visited by Local Car Buyers
    • Emphasize Dealers Brand and Message
    • Drives Business Into All Profit Centers
    ADPs Comprehensive Digital Advertising Solution:Dealer Internet advertising designed to: WE DO IT YOU DO IT WE HELP
  14. 14. Digital Advertising for Dealers
  15. 15. High Quality TrackableTraffic 3 Prong Attack!
    • Paid Search:
    • 3. Sponsored Listings
    • 4. Expanded Map Listings
    Display Advertising: 1.Flash Banner Ads 2. Premium Ad Networks
    • Audio Ads:
    • 5. Blanket Local Radio
    • 6. Cost Effective
    Complete Digital Advertising Solution
  16. 16. Display Advertising: Flash Banner Ads
    • 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
    Example of a static 300 x 250 size Banner Ad
  17. 17. Campaign Examples at www.FordDigital.com
  18. 18. ADP Premium Ad Network Sites
  19. 19. ADP Digital Advertising Network ADP AD NETWORK 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 NEWSPAPER SITES Varies by city TV/RADIO SITES Varies by city CBS, ABC, ClearChannel, etc. ONLINE DIRECTORIES Yellowpages.com Local.com CitySearch Targeted by zip code LOCAL MEDIA CHANNEL AUTOMOTIVE CHANNEL Targeted by zip code
  20. 22. Behavior Targeted Campaigns
  21. 23. Geo-Targeted Behavioral Campaign Example
  22. 24. Re-Targeting Creates Virtual Be-Back
  23. 25. 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 increasesearch volume for the advertisingdealerships name.
    Sources:Atlas Digital Marketing Insight ReportYahoo! Report, January 2007
  24. 26. Capitalize on Search Marketing
    • Also called Cost-Per-Click (CPC), Pay-Per-Click (PPC) or Sponsored Links
  25. 27. Paid Search Marketing Sponsored listings are placed on search results matching a users 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
  26. 28.
    • 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
  27. 29. Automotive Keywords Which Terms Work
  28. 30. We know the sites and keywords driving the best results for your competition What works for your competition? Dec Top 10 Websites Driving Total Traffic to Boch.com: Monthly Searches forBoch Toyota 300 240 180 120 60 0 Boch Toyota Year 2007 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov MONTH SEARCHES
  29. 31.
    • Regional target your advertising campaigns to the zip code, metroand DMA
    • Reach only the consumers shoppingin your area
    • Reduce your costs and increase yourReturn on Investment
    Regionally Targeted Advertising Campaigns
  30. 32. Sophisticated Tools: Automated Bid Management
    • Maintains top search rankings for thousands of search terms
    • Dynamically optimizes yourCost per Lead
    • Manages time of day advertising based upon volume and quality of search engine activity
    • Automatically adjusts campaigns to maximize lead conversions
  31. 33.
    • Benefits
    • Consumers heavily use 3 rdparty sites
    • Increase Google Quality Score
    Multiple Designs and Offers tofind the best conversion mix. Get a Quote Landing Page With 3rd party, stealth MicroSites, customers can shop Balise againstBalise Micro Sites Increase Conversions
  32. 34. 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
    6% 27% +4.5x Unaided Recall Adults 18-54
  33. 35. Google Audio: Maximizing Your Reach
  34. 36. Google Audio: Dynamic Ad Placement
  35. 37. Utilize Google Audio to Manage Local Radio Station Advertising
  36. 38. 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 dealers 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 26 thin 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!
  37. 39.
    • 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
  38. 40. 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
        • All ad messages are consistent with PPC, Ad Networks, etc.
    • ADP is Preferred Vendor for Ford
    PaidSearchManager AnalyticsExpert VMAR DedicatedAnalyst
  39. 41. CONNECTING ADP DEALERS WITH CAR BUYERS with ONLINE DISPLAY, SEM, GOOGLE AUDIO SUMMARY GET IN THE DIGITAL AD GAME! Connect Dealers with Customers When TheySearch Online with ADP provided Search Solutions Connect Dealerswith Customers When They Research and Pursue Passions with ADP provided Ad Network Connect Dealers with Customers When They Go Beyond Web Sites with ADP provided Google Audio GOOGLE
  40. 42. THANK YOU FOR YOUR TIME! NEXT STEPS? Your Name Digital Advertising Consultant ADP Dealer Services your phone number

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