1 Kenny Ross Auto Group – June 3, 2009 1 Digital Advertising What is It? How does it work? Why should dealers use it? How should we measure it? As more money gets shifted from traditional offline advertising media into online interactive media, the ability to create a wide variety of consumer experiences around receiving a dealer’s message brings new possibilities. What are a few of these new ways for dealers to engage car buyers and how do we measure what messages are more effective than others? This session will explore online advertising from the perspective of generating consumer engagement and creating a positive perception of the dealership. We will introduce the concept of Key Buying Activities (KBA) from a dealer perspective and how to track and measure them. The session will showcase live web based presentations, URL’s and Passwords to access them so that participant can use these resources for meetings with their dealership teams, or simply take a second look at the information presented.
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Automotive Digital Advertising Strategy Workshop for Kenny Ross Auto Group
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Kenny Ross Auto Group – June 3, 20091
Digital Advertising
What is It? How does it work? Why should
dealers use it? How should we measure it? As more money gets shifted from traditional offline advertising media into online
interactive media, the ability to create a wide variety of consumer experiences around
receiving a dealer’s message brings new possibilities. What are a few of these new
ways for dealers to engage car buyers and how do we measure what messages are
more effective than others? This session will explore online advertising from the
perspective of generating consumer engagement and creating a positive perception of
the dealership. We will introduce the concept of Key Buying Activities (KBA) from a
dealer perspective and how to track and measure them. The session will showcase
live web based presentations, URL’s and Passwords to access them so that
participant can use these resources for meetings with their dealership teams, or
simply take a second look at the information presented.
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Kenny Ross Auto Group – June 3, 20092
ADP Dealer Services
Director - Digital Marketing
• Recognized industry expert in Automotive Digital
Marketing, Advertising, Lead Management Processes
• Responsible for driving 144,000+ leads to single-point
Chevy dealer in 2 years and developing a team that
sold 4,000+ Vehicles to Internet Leads in 2006.
• Strategic marketing planner and consultant to car
companies, dealer groups and industry associations
• Deep history of developing Digital Marketing strategies and tactical
CRM implementation blueprints for dealers and car companies
• Started generating Internet leads in 1988 using CompuServe ISP
access and vehicle listings on defense contractor BBS’s in SoCal
ABC Motors Case Study - Actual Numbers - Name, Location and URL's Changed
Oct-07
All Keyword and Site Targeted Campaigns by Ad Group
Average monthly sales prior to starting digital advertising was 62. Since starting digital advertising, sales have averaged 75 units per month. 21% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Logs show 33% increase in showroom traffic. Phone Tracking reports show 38% increased call volumes coming in from dealer web site. Dealer website leads have increased 50% since starting digital advertising campaigns. Dealer invoicing from the ADP Digital Advertising Program for Dealers using campaign examples shown above is as follows:
Digital Advertising Media Purchases……..……..………$ 3,144.69
Media Management Services…...………...……………..$ 628.94
Account Services…………………………………………..$ 495.00
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Total Digital Ad Invoice……………………………………$ 4,268.63
Net Cost Per Site Visit Generated……………………….$ 2.15
Net Cost Per Thousand Ad Impressions………………..$ 3.20
Case Study #5: Dealer’s name, location and URL’s
changed to protect confidential marketing strategy.
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Kenny Ross Auto Group – June 3, 200921
“Our experience with using Digital Advertising has been nothing short of fantastic. We have used Online Advertising and Radio Campaigns to blanket our market area with great success…
From January 21, 2008 to February 29, 2008, we used Digital Audio Campaigns to run 1,184 radio spots that aired on 24 stations in our market… These radio ads have aired during peak drive times from 6am to 7pm weekdays and cost a fraction of what we usually have to pay.
At the same time we ran an online advertising campaign that produced 2,492 visitors to our website and generated 20,774,648 Impressions. “
- Darin WadeGeneral Manager Rich Ford - Albuquerque, NM
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Digital Advertising Examples:
Search Engine Advertising
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Google Search Engine Advertising
Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Google calls Search Ads: “Sponsored
Links”
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Yahoo! Search Engine Advertising
Also called Cost-Per-Click (CPC) andPay-Per-Click (PPC), Yahoo calls their Search Ads:“Sponsored
Results”
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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”
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Organic (free) web site Links are
listed in the middle/left/lower section of
the search query results page…
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Display Advertising
on Consumer Facing Websites
Digital Advertising Examples:
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• Types of Online Advertising Buys:
– Pay for Placement by Time (fixed monthly fee)
– Pay per Click (PPC or CPC)
– Pay per Thousand Impressions (CPM)
– Pay per Conversion (CPA) Leads & Calls Generated
• How to Get it Done:– In-House: Do It Yourself – 2 Day Digital Advertising
Setup and Training Visit – ADP Digital Advertising
Program for Dealers – Other SEM Service Providers &
Ad Agencies– Tier 2 Dealer Advertising
Association– OEM Digital Ads
How does buying Digital Advertising work?
Can dealers use online ads to drive Traffic?*
*Traffic = Showroom, phone and visits to your web sites
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Digital
Advertising
Results
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In Dallas, TX we used Digital Advertising to drive traffic to CBS’s
DFWvehicles.com to supplement their TV, Radio and Outdoor advertising
campaigns that utilized their own media channels… Exceptionally high
click-through rates reflect the synergies achieved with Integrated
Marketing campaigns that utilize on and offline media
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Kenny Ross Auto Group – June 3, 200936In less than an hour, we set up Site Targeted Online Display Ads,
Search Engine Ads, Radio Ad Campaigns on 24 stations, and a Saturday/Sunday Full Page Newspaper Ad Campaign…
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Digital Ad Media Purchases…………………$ 6,389.72
Media Buying Service.…………...…………..$ 1,277.94
Account Services……………………………..$ 495.00
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Total Digital Ad Invoice…………….……$ 8,162.66
Net Cost Per Thousand Impressions…$ 0.31
Net Cost Per Visitor……………………...$ 2.13
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Digital Advertising Campaigns(Feb 1- Mar 31) = Same Days Tracked
Website 800 Sales Line =
492 total Calls
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Thank You for Attending!
Three ways that we can help:1. Sell you a a rod and reel2. Teach you how to fish3. Cook dinner for you