adp da presentation balise 2008 2008 08-21 v2
TRANSCRIPT
Digital Advertising Program for DealersPresented by Tony Guarnaccia, Director, Digital Advertising ADPAugust 21, 2008
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
Consumers Behaviors are Changing
4
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
dg
et
Dea
ler
Ad
Bu
dg
et
Eff
icie
ncy
Gap
Eff
icie
ncy
Gap
Dea
ler
Ad
Bu
dg
et
Dea
ler
Ad
Bu
dg
et
Eff
icie
ncy
Gap
Eff
icie
ncy
Gap
6
Online Advertising is Growing
Eight out of 10 consumers now consult the Internet atleast once during the car-buying process
7
Dealer Advertising is Changing
8
CapGemini’s 2007 Auto Shopper Study
9
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)
10
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
11
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
12
Digital Advertising Impact
13
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:
14
Digital Advertising for DealersDigital Advertising for Dealers
15
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
16
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
17
Campaign Examples at www.FordDigital.comCampaign Examples at www.FordDigital.com
18
ADP Premium Ad Network Sites
19
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
20
21
22
Behavior Targeted Campaigns
23
Geo-Targeted Behavioral Campaign Example
24
Re-Targeting – Creates Virtual Be-Back
25
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.
26
Also called Cost-Per-Click (CPC), Pay-Per-Click (PPC) or Sponsored Links
Capitalize on Search Marketing
27
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
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
29
Automotive Keywords – Which Terms Work
30
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
31
• 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
32
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
33
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
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
0
5
10
15
20
25
30
TwoInternet
Ads
OneInternet,
One RadioAd
6%
27%
+4.5x
Unaided Recall Adults 18-54
35
Google Audio: Maximizing Your Reach
36
Google Audio: Dynamic Ad Placement
37
Utilize Google Audio to Manage Local Radio Station Advertising
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 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!”
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
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
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
41
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
SUMMARY – GET IN THE DIGITAL AD GAME!
42
THANK YOU FOR YOUR TIME!
NEXT STEPS?
Your Name– Digital Advertising ConsultantADP Dealer Services – your phone number