Transcript Ralph Paglia Director – Digital Marketing ADP Dealer Services Digital Marketing & Advertising Strategies for Dealers.

Ralph Paglia
Director – Digital Marketing ADP Dealer Services
Digital Marketing & Advertising
Strategies for Dealers
Google
search
query used
from a
Phoenix
location…
“phoenix
ford
dealers”
Sponsored Links (paid search
listings) are displayed at top and
right side of search results page…
Ford Dealer listings on
local search maps are
shown when a community
name is used in search
query…
“Local Business
Results”
Organic (free) web site Links are
listed in the middle/left/lower section
of the search query results page…
Ford Dealer Display
Advertisement
placed on
FordF150.net site
Ford
Ford Dealer
Dealer Display
Display Advertisement
Advertisement placed
placed on
on
2009
2009 Ford
Ford F-150
F-150 section
section inside
inside FordF150.net
FordF150.net
Offline Media Trends Similar to Web Ad Trends
 Repeat Strategy in Selected Areas
• Explosion of online content
Viewershi
p
• Advertisers can’t find shoppers
• Publishers can’t find advertisers
“Publisher”
Digital channels
are emerging that
provide more cost
efficient access to
local media buying
for Ford dealers…
This provides an
opportunity for
Ford dealers to
gain a competitive
advantage.
Digital Marketing
Media Buying
access using digital
channels offers
dealers enhanced
efficiencies and
lower costs per
spot on local radio
station advertising.
CPM buying basis
changes budgeting
dynamics.
Available
through:
Digital
Advertising
Program from
ADP Dealer
Services
Available through:
Digital Advertising Program
from ADP Dealer Services
Available soon:
Digital Advertising Program
from ADP Dealer Services
ACTUAL RESULTS
CASE STUDY SNAPSHOT
Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total
cost of $10,635 resulting in a cost per spot at less than $2.15 each… The equivalent
average cost per spot buying the same Dayparts and reach through local radio media
salespeople would have been over $25 per spot. How can that be?
When we check on
Albuquerque, acting
like we work for Rich
Ford, we find 24
Radio Stations have
provided Google with
direct inventory
access…
So, what would be
available to Rich Ford if
we wanted all the
inventory we could get,
running Radio Spots
24 hours a day, bidding
on a CPM basis…
Running Radio Spots
24 hours a day, paying
$1.59 on a CPM basis,
we would get 8,042
spots at a $10,611 total,
comes out to $1.32
per Spot
What if we Ran Rich
Ford’s Radio Spots
ONLY DURING PRIME
DRIVE TIME, Monday
through Friday, paying
on a CPM basis…
On 24 Albuquerque &
Santa Fe Radio
Stations?
How Many Prime Drive Time Spots can we get,
and at What Cost per Spot on Local Radio Stations?
Running Radio Spots ONLY
DURING PRIME DRIVE TIME,
on 24 Radio Stations in
Albuquerque/Santa Fe
market, paying on a $2.13
CPM basis, we estimate that
the dealer would get 3,335
spots at a $8,932 total
campaign cost, which comes
out to $2.68 Average Cost
per Prime Drive Time Spot
Normally we would check
the box “I already have
an ad” and then upload
our 30 second radio
spots to be pushed
directly into each stations
rotation software and
then broadcast…
But, when I prepared
these slides, I still needed
to get the spots (and
permission) from Dennis
Snyder at Rich Ford!
We saved the campaign and went
to Dennis Snyder to supply the 30
second spots he wanted
to run so we can upload them
into the Ford/ADP Digital
Advertising system and pull the
trigger…
Back to the Campaign Summary Screen, we see that bidding on local
newspaper advertising is also available…
Digital Marketing Print Ads… Let’s see if we could save Rich Ford
any money on buying newspaper display ads.
In this initial
starting section,
we are going to
see if any
newspapers
in Rich Ford’s
market area have
signed up to
participate in this
Digital Access
program...
We Select the Newspaper
section we want
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
Now, we bid on the Saturday full page ad
And, we bid on the Sunday full page ad…
In this example, $951.85 on Saturday
(we “low balled” the newspaper bid)
At $1,324.92 for a Full Page,
we low balled the Sunday bid as well.
Next, we enter a
short
description, then
save the
campaign...
Just like the Radio campaign, we
get a summary description and
links to edit the Newspaper
campaign later on...
In less than an hour,
we set up Online
Display Ads, Search
Engine Ads, Radio
Ad Campaigns on 24
stations, and a
Saturday/Sunday Full
Page Newspaper Ad
Campaign.
In Dallas, TX we used Digital Marketing to assist CBS in driving traffic to
DFWvehicles.com to support their TV, Radio and Outdoor.
RESULTS
Why do we ask dealers to register at SEMdealer.com
before we recommend any digital advertising?
The ADP Digital Advertising Program is designed to leverage each dealer’s existing
web site rankings on the major search engines by researching the “organic” or
natural listings that dealers do not pay for, before buying any paid search listings.
By first testing the most important search words and phrases, the relevant keywords
used by local in-market car buyers that already show the dealer prominently listed,
can be excluded from those that the dealer pays for. This strategy allows the ADP
Digital Advertising campaign manager to bid on only the most effective keywords
that the dealer is not already getting for free, then shifting the remaining budget to
display advertising on web sites used by the dealer’s local customer base.
Eliminating the wasteful practices of bidding on the wrong keywords or Geotargeting
outside the dealer’s effective market area allows the ADP Digital Ad program to
provide dealers with a blended online advertising approach that maximizes the
showroom, phone and dealer website sales opportunities generated.
Rich Ford Implementation
Albuquerque, NM – January, February and March 2008
Dealer Pilot & Proof Of Concept
Digital Campaigns Managed by Ralph Paglia
Director – Digital Marketing
Ford/ADP Digital Advertising Team
ADP Digital Advertising for Dealers by ADP
Case Study #1 – Paid Search and Web Site Display Advertising
Rich Ford’s Darin Wade controlled each campaign’s objectives. Ralph Paglia at Ford/ADP Digital Advertising created search
and site placement campaigns, then targeted dealer’s web pages that each ad was pointed to. In this example, the dealer used
online paid search and display advertising that appeared on web sites when local customers visit them to expand the
effectiveness of their total marketing and advertising budget. Dealer invoicing from the ADP Digital Advertising program using
the campaign examples shown above:
Digital Ad Media Purchases…………………………$ 6,389.72
Media Management Services…...…………………..$ 1,277.94
Account Services……………………………………..$ 495.00
---------------Total Digital Ad Invoice……………………………$ 8,162.66
Net Cost Per Thousand Impressions…….....….$
0.31
Net Cost Per Visitor………………………………..$
2.13
PLEASE NOTE: This Case Study is being used as a real world example, your results will vary from these because no two advertising campaigns generate identical results!
ADP Digital Advertising for Dealers by ADP
Case Study #2 – Digital Audio Campaigns (Local Radio)
Rich Ford supplied all radio commercial creative in MP3 file format. Local radio stations selected using Arbitron station format categories. Dennis
Snyder (Dealer) specified all spots be exclusively prime drive time “day parts” aired on Albuquerque and Santa Fe radio stations during morning drive
time (6 – 10 AM) and afternoon drive time (3 – 7 PM). Darin Wade (GM) is using ADP Digital Audio campaigns to diversify customers reached with an
increased frequency of hearing his radio spots. His budget buys more with the lower costs available from digital audio’s unique CPM auction process
which guarantees that you only pay for the people listening at the time the spot airs. ADP’s Digital Audio Ad campaigns provide Rich Ford with instant
access to more radio stations in a highly cost effective manner. Instantaneous digital access to over 20 radio stations in their market provides Rich Ford
with the ability to turn on a dime by changing scheduled spots in as little as 15 minutes before being aired. Flexible spot rotation, access to more
stations, speed to market with time sensitive ads and reduced expenses from buying on a CPM basis, create a marketing value that Dennis Snyder and
Darin Wade are too smart to ignore. Dealer invoicing from the Ford Digital Advertising program for the audio campaigns shown above is as follows:
Local Radio Station Media Purchases………………$ 7,453.32
Media Management Services…...………….………..$ 1,490.66
Account Services……………………………..………..$ 495.00
----------------
Total Digital Ad Invoice……………..………$ 9,438.98
Net Cost Per Drive Time Radio Spot…….$
5.80
Net Cost Per Thousand Impressions…....$
3.27
PLEASE NOTE: This Case Study is being used as a real world example, your results will vary from these because no two advertising campaigns generate identical results!
Rich Ford Results
Previous Month before Digital Ad Campaigns
(Nov 21-Dec 29) = Same Days Tracked
Website 800 Sales Line =
272 Total Calls
Rich Ford Results
Digital Advertising Campaigns
(Jan 21-Feb 29) = Same Days Tracked
Website 800 Sales Line =
476 total Calls
75%
Increase in Sales Calls
From Dealer Web Site
Rich Ford Results:
#1 in sales volume for their region in February 2008
January-February 2008 Sales Performance:
120 TOTAL NEW CARS - 31.9% increase from 2007
217 TOTAL NEW TRUCKS - 2.8% increase from 2007
Digital Marketing
Call To Action:
Go to www.ADPdigitalAdvertising.com and get a no-charge
Search Marketing Analysis sponsored by the ADP Digital
Marketing Team… An ADP Team specialist will review results with you.
Ralph Paglia
[email protected]
Cell: 505-301-6369