Transcript ADP Digital Marketing Team Online Advertising Solutions Ralph Paglia Director - Digital Marketing OEM & National Accounts Cell: (505) 301-6369 [email protected].

ADP Digital Marketing Team
Online
Advertising Solutions
Ralph Paglia
Director - Digital Marketing
OEM & National Accounts
Cell: (505) 301-6369
[email protected]
Digital Advertising Solutions
from ADP Dealer Services
Online Advertising
Campaign Development
& Management Solutions
for Car Dealers
Expanding the portfolio of business development
tools that Dealers have available to them from the
ADP Digital Marketing team. Designed for Dealers
who want to promote their business using proven,
powerful, measurable and interactive web based
advertising strategies and delivery tactics…
Selected Slides
Branding and Buying 2.0
Digital Advertising
Presented by:
Charlie Vogelheim
Vice President
Automotive Development
“ThinkDigital07” Conference
Silverado Resort, Napa, CA
May 31, 2007
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
It’s not just about pushing visitors to the dealership
Half of automotive web site visitors are “just looking”
…reviewing/exploring the brand for fit
Manufacturer Sites – 41%
Independent Sites – 52%
Intent to Purchase
Within a month,
9%
Within 1-3
months, 8%
Not in the Market
Just Looking,
45%
Within 4-6
months, 9%
Within 7-12
months, 13%
Over a year, 17%
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
More vehicles are added to the customer’s selection criteria
earlier in the shopping process and while on OEM sites
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
2006 Online Cross-Shopping Study
Upper-Funnel marketing on the Internet
• Nearly 90% of new-vehicle buyers have access to the
Internet – And they use it to learn about vehicles and dealers
• Internet advertising presents a valuable opportunity for
dealers to reach their target effectively and efficiently
• Proliferation of sites for advertising may make choosing
seem difficult, but the potential for finding a receptive
audience is high through proper site targeting
• As more dollars are put into online advertising, it becomes
even more important to use those dollars wisely
• The vehicle and dealer consideration set is built well before
active shopping begins… Long before a lead is submitted
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Branding to be at the top of shoppers’ consideration sets is
extremely important, as is in-market advertising
Brand Market Share by Visitation to Brand's Site - Non-Premium
Chevrolet
Dodge
Ford
Honda
Nissan
Toyota
Brand Site is the First
Site Visited
Brand Site is Visited,
But Not First
Brand Site Not Visited
by AIUs
64%
79%
62%
72%
69%
67%
26%
22%
19%
29%
26%
30%
2%
1%
1%
2%
1%
2%
Based to AIUs not adding/replacing the same brand
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Source: 2006 New Autoshopper.com Study
Demographic targeting alone can miss the mark
Targeting by Age can Misrepresent Your True Audience
Total US Adult Population
209,000,000
Compact CUV Buyers
~.5% of Total
Adult Population
18 - 34
Years Old
(66,000,000)
Only 0.3% of 18-34 will buy a
Compact CUV in a given year
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Source: Population figures from 2000 summary file 3 U.S. Census Data
Logic of the Direct match between media
usage and product behavior or attitudes:
The Media that delivered last
year’s prospects will, by and
large, deliver next year’s buyers.
As established in academic research
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Online Media Studies provides a targeting tools to
address awareness and avoidance issues
Awareness
Branding
Reputation
Online Media Study
Provides Efficient
Placement
Avoider Study
Styling
Perception
Image
Consideration
Affordability
Product Education
Escaped Shopper
Convenience+Prices+Selection
Dealership
Purchase
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
New Autoshopper.com
Provides Efficient Placement;
Web Site Evaluation Study
Provides Content
Even the best-selling Camry that literally defines the
segment is only considered among 35% of Midsize buyers
Camry Consideration among Midsize Conventional Buyers
% Consider
35%
% Unaware
7%
Increase
Awareness
% Aware
But Did Not
Consider
58%
Change
Perceptions
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Awareness rates from 2006 Avoider Study; Consideration
rates from 2006 Escaped Shopper Study (ESS).
Calculate what dealers are really paying for their
true target audience - example
This is what you
are paying for
NetRatings Data
OMS data
Universe
Reach
18.5%
Unique
Audience
38,359,000
MSN (general)
43.0%
89,235,000
34.6%
AOL (general and search)
29.2%
60,731,000
edmunds.com
1.9%
Yahoo! (general and search)
Know what you
This is what you
are paying for
care about
% of Traffic
that is NVB
0.2%
CPM
$10
299,704
0.3%
$10
$2,977
25.3%
219,279
0.4%
$10
$2,770
3,955,000
12.3%
106,089
2.7%
$30
$1,118
49.7%
103,139,000
72.3%
626,473
0.6%
$5
$823
ESPN
7.0%
14,496,000
30.0%
260,258
1.8%
$10
$557
MSNGames
0.9%
1,794,000
4.7%
40,905
2.3%
$10
$439
travelocity
5.4%
11,177,000
35.4%
306,330
2.7%
$10
$365
AOLtravel
1.2%
2,437,000
7.8%
67,207
2.8%
$10
$363
ABC.com
2.3%
4,750,000
16.5%
143,311
3.0%
$10
$331
priceline.com
2.8%
5,764,000
20.3%
175,445
3.0%
$10
$329
AOL(NewsWebsite)
2.5%
5,096,000
18.2%
157,349
3.1%
$10
$324
Lifetime
0.8%
1,623,000
6.2%
53,716
3.3%
$10
$302
TheWallStreetJournal
1.7%
3,547,000
13.7%
118,919
3.4%
$10
$298
WebMD
3.1%
6,426,000
27.1%
235,136
3.7%
$10
$273
MSNTravelCentral
0.6%
1,182,000
6.5%
56,330
4.8%
$10
$210
BusinessWeek
0.7%
1,499,000
8.9%
76,744
5.1%
$10
$195
myspace
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
% Reach
Monthy
NVB
NVB Traffic
9.6%
83,045
Source: 2006 J.D. Power and Associates Online Media Study W2; Netratings April 2006 Data
NVB CPM
$4,619
Targeting Ads into small specialized sites provides excellent
value by Serving Up a Dealer’s best prospects at a Low CPM
Evaluate the cost
by the number of your
target delivered, not by
total audience
Illustrative Example
Net Ratings
OMS
Monthly Unique
Audience
% Reach
Target
Audience
Unique
Monthly Target
Audience
Yahoo! (search and general)
103,139,000
74.2%
69,222
0.067%
MSN(search, general and news)
89,235,000
50.6%
47,214
0.053%
AOL(search and general)
60,731,000
26.0%
24,237
0.040%
N/A
90.3%
48,070
0.053%
The Weather Channel
18,254,000
39.10%
20,227
0.111%
ESPN (Sports Web site)
15,032,000
42.20%
21,836
0.145%
CNN
14,496,000
15.80%
8,169
0.056%
The Wall Street Journal
14,104,000
22.10%
11,425
0.081%
MSNBC
9,755,000
18.70%
9,704
0.099%
USA Today
8,097,000
20.80%
10,750
0.133%
edmunds.com
7,319,000
18.50%
9,582
0.131%
FOX News
6,426,000
30.90%
15,994
0.249%
The New York Times*
3,680,000
20.10%
10,409
0.283%
ABC
3,055,000
12.70%
6,573
0.215%
Total
N/A
84.5%
43,687
0.150%
Total
% of Traffic That is
Target Audience CPM
$5
$10
$10
Total Cost
$515,695
$892,350
$607,310
$2,015,355
$10
$10
$10
$10
$10
$10
$10
$10
$10
$10
$182,540
$150,320
$144,960
$141,040
$97,550
$80,970
$73,190
$64,260
$36,800
$30,550
$1,002,180
Saving on Marketing Campaign (4 weeks) = $1,013,175
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Source: 2006 J.D. Power and Associates Online Media Study
W2; Netratings April 2006 Data
How should you measure digital advertising?
•
•
No “silver bullet”
Remember to examine three groups:
Avoiders
Not Aware
Did Not
Consider
Aware
Consider
Rejecters
Reject
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Buy
1.
Av
oid
ers
2.
Buyers Re
jec
ter
Ensure reach, messaging and execution applies to all
three groups when considering campaign funding
EXAMPLE CAMPAIGN DECISION MATRIX
Digital
Advertising
Effectiveness
Matrix
Avoiders
Rejecters
Buyers
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Online Media
Mix Reach
Relevant
Messaging
of Creative
Placement
Execution
Effectiveness
Plan for cost efficiency and dealer awareness of
campaign objectives and measurement methods
• Don’t:
– Focus solely on past buyers (they are already aware)
– Look at everybody (Internet usage varies by vehicle segment)
– Target sites based on reach alone (what’s your message?)
– Look at irrelevant segments (increasing awareness is of little use
if the wrong audience is being reached)
• Do
– First, define your objectives and targeted audience
– Look where your competition is strong (exploit any weaknesses)
– Compare groups of sites by category to determine
which best fit your specific campaign objectives
– Messaging is key… Right Message on Right Sites
– Evaluate costs among placement options (ST vs BT vs CN)
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Improving Online Buying
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Enhance the value proposition of submitting an online
lead… Today, 80% of car buyers see no value in it!
New-Vehicle
Online Purchase Funnel
40%
30%
20.3%
21.4%
20.9%
10.6%
11.9%
12.4%
2004
2005
2006
20%
10%
0%
• Online submissions still
represent a large percent of
new-vehicle buyers (21%)
• Online buying is more
efficient than it ever was –
but it is hasn’t grown among
new-vehicle buyers
 The value proposition of
submitting a lead does
not work for about 80% of
consumers who bought a
new vehicle in 2004,
2005 and 2006… Why?
Submitted Request for Dealer Referral
Purchased from Dealer Referred by Site
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Based to new-vehicle buyers
Source: 2006 New Autoshopper.com Study
Sales Process Integration via Transaction Capable
dealer web sites can provide a higher value proposition
The Need for Sales Integration
Listening
Matchmaking
Demonstrating
Listening
Matchmaking
Demonstrating
Close
Currently, the sales process starts over with the salesperson or BDC.
Seller learns about buyer’s onlineshopping experience.
Listening
Matchmaking
Demonstrating
Close
Buyer learns about vehicle, contracts,
salesperson, dealership, and price.
Sales Integration closes the gap between the site and the store.
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
What else can be done to engage the 80% of online
car shoppers who do not submit leads?
• Sales and Finance data integration between dealer web sites
and DMS applications to facilitate online purchasing
• Provide information that consumers are looking for:
–
–
–
–
Real-Time dealer inventory
Actual photos of New Vehicles (big lift in visitor/leads ratio)
Quick or real-time pricing
Consumer feedback ratings on dealers?
• Create multiple purchase pathways that address different styles
and tastes - For example, live chat can also help shoppers
transition from the online store to the salesperson
• Be creative in exploring different options – Build Your Own Process?
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Offering multiple pathways, like chat, can please and
engage more of the “80% no-lead” visitors
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Key Digital Advertising Takeaways from J. D. Power
Research and Analysis of online car buying activities
• Digital Advertising will benefit from the largest budget shift in media
spending that has ever occurred during the next 36 months
• Build web sites with two targets in mind: branding and shopping
• Plan for upper-funnel online advertising with research that determines
what message to which audience visiting who’s targeted web sites
• Don’t forget about lead submission avoiders – the larger population at
80% of all online car shoppers that buy within 90 days
• Continue to create multiple pathways to the dealership including sales
integration, transactional capabilities, specialized web sites and
secure accounts used by vehicle shoppers to configure their purchase
• Micro-sites built specifically for digital ad campaigns yield multiple
marketing benefits to dealers and are more likely to please consumers
seeking specific information within the least number of clicks
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Questions?
© 2006 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.
Charlie Vogelheim
Vice President Automotive Development
714.621.6263
[email protected]
Digital Advertising Solutions that
Provide the Missing Pieces of the Puzzle
• Text based sponsored link ads
• Image Ad design, production & hosting
• Dynamic media enriched ads
• Conversion Optimized Landing Pages
• Specialized Micro-Sites
• Deep-Linked URL Management
• Campaign Management Services
 Keyword Bid Management (PPC)
 Site Targeting Bid Management (CPM)
 Behavioral Targeting
 Retargeting Campaigns to display your
digital ads to your site’s visitors
 Monthly budget and results reporting
ADP Digital Advertising provides a full range of online advertising
products and services ranging from creating click-grabbing ads with
corresponding landing pages, all the way to pre-built campaigns that
are proven producers.
Where do car buyers see ads? A: Search Engines & Web Sites
CPM: A few examples of the
900+ sites we target for Ads…
CPC: Search Engine Marketing
What is the “ADP Digital Advertising Network”?
ADP’s Digital Advertising
Campaign Managers place
your dealership’s ads more
effectively than SEM alone…
ADP Search Network:
• Google
• Yahoo
• MSN
• AOL
• Ask.com
• AT&T Worldnet
• CompuServe
• Shopping.com
• Netscape NetCenter
A Few Examples of ADP’s
Content Network sites:
• About.com
• Lycos
• InfoSpace
• HowStuffWorks
• Food Network
• NYTimes.com
• MotorTrend.com
• Autotrader.com
• CarandDriver.com
• Autobytel.com
• AutoWeekly.com
• BusinessWeek.com
Site Targeting can produce more and better converting
traffic at a lower cost per visitor in highly
Competitive SEM Markets…
April 2007 Example:
Site Targeted Campaigns in Phoenix
produced 1,018 car shoppers clicking on the dealer’s
ads at a $1.41 Effective Cost Per Click and generated over
2.4 Million Ad Impressions at less than $.60 per thousand people!
Digital Marketing Division
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
2buycars.net
4wheelz.net
acarplace.com
allautoreviews.com
allcarsallthetime.blogspot.com
americancarfans.com
americandreamcars.com
anythingcars.com
aol.com
arizonagasprices.com
auto-dealer-website.net
auto.howstuffworks.com
autobaron.com
autoblog.com
autoclips.net
autodealerbase.com
autodealersfinder.com
autoexplosion.com
autofan.com
autoforumz.com
autofotos.com
autogeek.com
autogiant.com
autoguide.net
autohopper.com
autoinfo.org
autointell-news.com
autointell.com
1
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
automall.com
automart.com
automobilemag.com
automotive-links.com
automotivebuy.com
automotivedigest.com
automotiveforums.com
automotivehelper.com
autorepair.about.com
autoseekandsell.com
autospectator.com
autoworld.com
azreporter.com
collectorcartraderonline.com
bullz-eye-cars.com
buyingadvice.com
camaross.com
car-advisor.org
car-dealerships-by-city.com
car-forums.com
caranddriver.com
caraudio.com
carbuyersnotebook.com
carbuytip.com
carcentral.com
cardealersnearyou.com
cardealersusa.com
cardealerz.com
2
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
cardetective.com
cardomain.com
carfinderservice.com
carjunky.com
carnut.com
carphotoalbums.com
carpictures.carjunky.com
carpictures.com
carpredictor.com
cars-directory.net
cars-guide.com
cars-on-line.com
cars.about.com
cars.mylounge.com
cars.networktechs.com
cars.stargeek.com
carsandstripes.com
carscarscars.blogs.com
carsellersusa.com
carshownews.com
carspyshots.net
carsurvey.org
cartype.com
carzunlimited.com
chevrolet.jbcarpages.com
chevroletforum.com
chevy-camaro.com
chevyhhr.net
3
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
chevyreviews.com
chevytrader.com
classiccar.com
classyauto.com
clubavalanche.com
cnn.com
cobaltss.com
coloradofans.com
conceptcars.autoblog.com
conceptcarz.com
consumer-engine.com
corvetteforum.com
coupes.autoblog.com
crashtest.com
credit-union-4u.com
creditunionaccess.com
creditunionsonline.com
db.theautochannel.com
dealerrater.com
dealsonwheels.com
desktopmachine.com
dieseltruckresource.com
digi-go.biz
discount-tires-online.com
domesticsale.com
edmunds.com
excite.com
f150online.com
4
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
familycar.com
fast-autos.com
fastautosales.com
fastcoolcars.com
fhcars.com
forum.thecarconnection.com
forums.aaca.org
forums.corvetteforum.com
forums.roadfly.com
forums1.roadfly.com
fossilcars.com
gassavers.org
gaywheels.com
gm-trucks.com
gminsidenews.com
gonnadrive.com
greenhybrid.com
hdforums.com
hotautodeal.com
hybrid.com
hybridcarguide.com
hybridcars.com
hybrids.autoblog.com
insidercarsecrets.com
intellichoice.com
invoicedealers.com
jbcar.ca
jbcarpages.com
5
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
justout.net
leaseguide.com
leftlanenews.com
lotpro.com
lowridermagazine.com
lycos.com
mautofied.com
modifiedcartrader.com
motonews.com
motoralley.com
motorbase.com
motorbooks.com
motorcities.com
motoringfile.com
motortrend.com
musclecarfinders.com
musclecars-and-classics.com
musclecars.net
my-car-picture.com
mycarwizard.com
mydealerships.com
mynewcarpurchase.com
newautoseeker.com
newcartestdrive.com
nhra.com
off-road.com
oldcarandtruckpictures.com
oldride.com
6
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
phoenix.oodle.com
phoenix.tribe.net
phoenixgasprices.com
pictures-of-cars.com
powersportsnetwork.com
pricealease.com
racingjunk.com
racingsouthwest.com
realoem.com
rebates.com
reply.com
reviewcar.com
reviewcar.org
ripoffreport.com
roadandtravel.com
roadfly.com
rv.net
safecarguide.com
sedans.autoblog.com
seriouswheels.com
smartcarfinder.com
sportscarforums.com
spyphotos.autoblog.com
streetfire.net
streetsourcemag.com
suddenlaunch.com
supercars.net
supplierprograms.com
7
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers “Push” Dealer Ads into:
suvs.autoblog.com
swapalease.com
tenmagazines.com
the-truckers-page.com
theautobahn.com
theautochannel.com
thebiglot.com
thecarconnection.com
thecarfanatics.com
thecityofphoenix.com
thedieselstop.com
thesamba.com
townhall-talk.edmunds.com
townhall.edmunds.com
truck-guide.com
trucks.autoblog.com
usedcars.com
usedcarsandtrucks.com
usedcarsplus.com
usnews.com
v6performance.net
velocityjournal.com
videos.streetfire.net
vrooomm.com
wheelsdirect2u.com
womanmotorist.com
worldcarfans.com
yourdreamride.com
8
ADP Digital Advertising provides dealers with CPM based Site Targeted
Ads designed to drive traffic to showrooms and Landing Pages
CPM Bidding (cost per thousand impressions)
ADP Campaign Managers monitor each dealer’s bids per GeoTargeted 1,000 Ad Impressions. Impression count when a Web
page serves an ad, whether consumers click on it or not.
How Do ADP Digital Campaign Managers compare CPC and
CPM Ads for effectiveness in achieving dealer objectives?
•Effective CPC for Site-Targeted vs. Reported CPC for Keyword ads
•Effective CPM for Keyword Ads vs. Reported CPM for Site-Targeted
•Consider CPC, CTR, and relevance factors across 1,000 impressions
•Result = eCPM and eCPC for all Digital Advertising Campaigns
•Highest ranking ad per dealer objectives wins, bids are adjusted
Why Site Targeting? ADP Digital Advertising offers CPM based targeted
web site Ads to dealers on a cost-per-thousand impressions bid basis…
ADP Digital Advertising Campaign Managers use Site Targeting to find
web sites visited by a dealer’s local car buyers based on several criteria
Site Targeting
• ADP Campaign Managers choose individual sites within network
• CPM (cost per thousand impressions) model
• Minimum bid: 25 cents per Thousand Impressions
• Find sites by URL, category, topic or demographics
ADP Digital Advertising Campaign Managers administer each dealer’s
Google AdWords account and review the data with the dealer or ISM
REPORT:
ACCOUNT:
DATE RANGE:
Campaign
Courtesy Original Ad Campaign - PHX+TUC
GM PowerShift URL's - 50 Miles PHX
National Search - Courtesy Chevrolet
Model-Specific Micro Sites - AZ
Tucson Targeted Key Words
Free Gas & Oil Offers - PHX
Site Designated Display Ads - PHX
Life Beyond Seminars
Banner & Image Display Ads - PHX
Used Car Ad Groups - PHX
Chevy Price Quote Display Ad - PHX
See What Courtesy Can Do For You - PHX
New Chevy Pricing - PHX
Secondary Finance Prospects - PHX
National Search Sponsored Links
Chevy CSI Leadership - PHX+100 miles
Competetive CSI Showcase - PHX + 150 miles
Chevrolet Model Specific - PHX
Display Ads by Site - PHX
Chevy Dealer Conquest - PHX
AAR GM Co-op Display - PHX
2007 Chevy Tahoe - PHX+TUC
Chevy Price Quotes - All AZ
Video Dispay Ads by Site - PHX+TUC
Fresh Start
Totals and Overall Averages:
2006 Campaign Report
Courtesy Chevrolet
01/01/06 - 12/31/06
Impressions
Clicks
6,222,052
5,148
1,114,669
3,904
1,039,556
4,170
7,090,048
12,103
3,375,365
2,763
2,059,302
486
2,186,088
1,788
388,382
499
5,819,385
3,788
3,434,767
9,110
7,274,574
6,209
657,037
776
5,834,815
5,908
2,049,256
6,347
14,330,816
18,171
677,548
227
316,307
206
6,230,255
16,268
5,947,933
3,100
4,729,952
11,807
1,225,493
254
2,290,540
3,407
2,000,710
2,939
108,862
55
225
4
86,403,937
119,437
CTR
CPM
0.08% $2.10
0.35% $6.71
0.40% $8.66
0.17% $2.70
0.08% $1.82
0.02% $0.93
0.08% $3.72
0.13% $10.49
0.07% $2.10
0.27% $4.46
0.09% $1.99
0.12% $2.44
0.10% $1.99
0.31% $1.49
0.13% $1.07
0.03% $0.73
0.07% $1.77
0.26% $5.00
0.05% $1.58
0.25% $4.63
0.02% $2.53
0.15% $2.24
0.15% $3.09
0.05% $6.90
1.78% $18.49
0.14% $2.56
Cost
$13,096.06
$7,476.44
$9,006.42
$19,131.85
$6,155.98
$1,923.72
$8,123.53
$4,072.60
$12,197.28
$15,316.82
$14,447.84
$1,601.32
$11,605.18
$3,052.28
$15,317.41
$493.49
$559.96
$31,124.75
$9,414.78
$21,907.55
$3,101.24
$5,122.20
$6,186.94
$751.17
$4.16
$221,190.95
CPC
$2.54
$1.92
$2.16
$1.58
$2.23
$3.96
$4.54
$8.16
$3.22
$1.68
$2.33
$2.06
$1.96
$0.48
$0.84
$2.17
$2.72
$1.91
$3.04
$1.86
$12.21
$1.50
$2.11
$13.66
$1.04
$1.85
Internet Sales Managers are taught how to understand the analytics in
order to judge each campaigns results for the dealership as a whole
REPORT: Courtesy Chevrolet's Primary Google Account Campaign Report
ACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
Campaign
Campaign
Status Impressions Clicks
2007 Chevy Tahoe - AZ
Active
43,581
99
AAR GM Co-op Display - PHX
Paused
221,450
80
Banner & Image Display Ads - PHX
Active
832,088
305
Chevrolet Model Specific - PHX
Active
460,396
1,708
Chevy Dealer Conquest - PHX
Active
251,292
741
Chevy Price Quote Display - PHX
Active
955,110
1,114
Chevy Price Quotes - All AZ
Active
34,720
117
Original Ad Campaign - PHX+TUC
Paused
198,318
439
Display Ads by Site - PHX+TUC
Active
1,332,909
1,132
Free Gas & Oil Offers - PHX
Paused
1,325
1
GM PowerShift URL's - PHX+50
Active
138,924
239
National Search - Courtesy+Chev
Active
36,322
276
National Search Sponsored Links
Active
1,957,426
3,419
New Chevy Pricing - PHX
Paused
195,210
455
Secondary Finance - PHX
Active
159,827
173
See What Courtesy Can Do
Active
14,959
15
Site Designated Display Ads - PHX
Active
159,207
182
Tucson Targeted Key Words
Active
12,517
73
Used Car Ad Groups - PHX+50
Active
401,150
2,471
Totals & Overall Averages:
Avg
CPC
$1.15
$7.50
$6.19
$2.34
$2.15
$1.62
$1.07
$2.64
$3.88
$7.17
$1.63
$1.61
$0.51
$2.49
$3.81
$1.13
$2.41
$2.95
$1.83
Avg
CPM
$2.60
$2.71
$2.27
$8.66
$6.34
$1.88
$3.61
$5.85
$3.29
$5.41
$2.81
$12.26
$0.90
$5.80
$4.12
$1.13
$2.76
$17.21
$11.28
Cost
$113.46
$600.05
$1,887.69
$3,989.04
$1,592.79
$1,800.06
$125.50
$1,160.52
$4,387.70
$7.17
$390.17
$445.42
$1,753.79
$1,133.18
$658.55
$16.94
$439.09
$215.43
$4,523.42
7,406,731 13,039 0.20% $1.94
$3.41
$25,239.97
CTR
0.20%
0.00%
0.00%
0.40%
0.30%
0.10%
0.30%
0.20%
0.10%
0.10%
0.20%
0.80%
0.20%
0.20%
0.10%
0.10%
0.10%
0.60%
0.60%
Avg
Position
3.4
1
1
2.8
3
1.1
4.2
2.7
1.1
2
3.9
3.9
3.3
2.8
3.1
3.7
1
3.7
2.6
2.1
ADP Digital Advertising Campaign Managers work closely with dealers to
monitor where and when campaign results are showing up as sales
We coach dealership managers on how to review eBusiness
campaigns and opportunities by categorizing the leads generated,
then looking at volume, invalids and tracking all sales.
BZ Web Site Subtotal
3,547
82
1,503
1,845
52.02%
160
9.40%
3rd Party Lead Providers
15,336
652
10,791
3,893
25.38%
465
4.06%
Online Credit Applications
6,126
357
3,772
1,919
31.33%
405
9.63%
Search Engine Marketing
7,385
258
4,272
2,759
37.36%
352
7.61%
GM Certified Internet Dealer
2,034
65
1,266
682
33.53%
163
12.06%
Inventory Listing Sites
16,195
979
12,474
2,742
16.93%
1,240
9.22%
Membership & Referrals
1,242
74
1,029
139
11.19%
367
33.27%
Web Generated Phone Ups
10,848
852
8,954
1,042
9.61%
1,043
10.64%
BDC Dormant Lead Follow-Up
6,412
815
5,031
561
8.75%
615
10.51%
Trade-In & Buy-Back Leads
2,069
86
1,119
844
40.79%
129
10.53%
Grand Totals 52,465
3,092
36,516
12,592 24.00%
3,451 8.65%
ADP Digital Advertising URL Portfolio
• www.Chevy-New.com is used regionally as:
– www.Chevy-New.com/Courtesy-Phoenix.htm
– www.Chevy-New.com/Courtesy-SanDiego.htm
– www.Chevy-New.com/Burt-Chevrolet.htm
• www.Nissan-New.com is used regionally as:
– www.Nissan-New.com/JayWolfeNissan.htm
– www.Nissan-New.com/ABCNissan.htm
– www.Nissan-New.com/MidwayNissan.htm
• www.Toyota-New.com is used regionally as:
– www.Toyota-New.com/JayWolfeToyota.htm
– www.Toyota-New.com/LarryMillerToyota.htm
– www.Toyota-New.com/CamelbackToyota.htm
ADP Digital Marketing Team Competitive
Advantage and Unique Value to Dealers
URL that displays in Ad is standardized… The
regional Ad uses a dealer-specific Destination URL
that goes to that dealer’s Landing Page.
Current Toyota URL Portfolio Examples:
•
•
•
•
•
•
•
•
•
•
•
•
Drive-Toyota.com
Toyota-Cars-Trucks.com
Toyota-New.com
Toyota-Car-Truck.com
Highlander-Toyota.com
Landcruiser-Toyota.com
Tacoma-Toyota.com
Camry-Toyota.com
Arizona-Toyota.com
Prius-Toyota.com
Sequoia-Toyota.com
Sienna-Toyota.com
•
•
•
•
•
•
•
•
•
•
•
•
RAV4-Toyota.com
Tundra-Toyota.com
Toyota-Camry-Solara.com
Yaris-Toyota.com
ToyotaFJ-Cruiser.com
Matrix-Toyota.com
Avalon-Toyota.com
4Runner-Toyota.com
Toyota-SUV.com
Toyota-Scion-Lexus.com
Toyota-Certified.com
ToyotaTrucks.com
Current Ford & GM URL Portfolio Examples:
•
•
•
•
FordInternet.com
Ford-Lincoln.com
F150-Ford.com
Ford-Car-Truck.com
• Ford-Cars-Trucks.com
• Ford-Certified.com
• ChevyPriceQuote.com
• Chevrolet-Car.com
• Chevrolet-GM.com
•
•
•
•
•
•
•
•
•
•
Chevy-Chevrolet.com
Chevrolet-Chevy.com
Chevy-Chevy.com
Chevy-New.com
Drive-Chevy.com
GM-Certified.com
Pontiac-GMC-Buick.com
Hummer-Cadillac.com
GMC-Pontiac-Buick.com
Chevy-Deals.com
Current Honda URL Portfolio Examples:
•
•
•
•
•
•
•
•
•
•
Honda-Cars-Trucks.com • HondaCarsTrucks.com
• Honda-New.com
Honda-Pilot-SUV.com
• Honda-Used-Cars.com
Honda-CRV-SUV.com
Honda-Civic-Sedan.com
Honda-Accord-Coupe.com
Honda-Accord-Sedan.com
Honda-Ridgeline-Truck.com
Honda-Odyssey-Minivan.com
Honda-Element-SUV.com
Honda-Certified-Used.com
Thank you for considering ADP Digital Campaign Services as a
partner in your strategy to find, sell and keep more customers
Key Executables with Digital Advertising Campaigns:
•
•
•
•
•
•
•
•
•
Build campaigns for strategic cohesiveness with dealership’s general market
advertising and integrate with other media for management team “buy-in”
Clearly defined Keyword and Site Targeted advertising budgets and commit your
management team to sustain that Online Advertising budget for at least 6 months
Your Lead Management Process (LMP) and the team that executes it must be
staffed and trained to convert increased lead volume into incremental sales
Use Deep Links, Landing Pages and Micro-Sites that can be tracked
Avoid sending click-throughs to your dealership’s “home page” where both the
customer and your ability to track results gets lost
Measure all traffic generated, along with phone calls and eLeads received…
Review results and online Advertising metrics at weekly manager meetings…
Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent
and supplement with lead and sales counts as accurate as you are able
When first starting, give digital campaign budgets and metrics the benefit of the
doubt. Increased leads can come from primary web sites through links on landing
pages and deep links into relevant content within your primary sites.
Check your primary site referring URL’s for Form Views in Omniture Site Catalyst