The Bob Rohrman Auto Group SEM & Promo SEM & Promo Landing Pages Landing Pages Primary Web Sites Primary Web Sites Full-Featured w/Inventory Full-Featured w/Inventory Campaign Specific Campaign Specific Micro Sites Micro Sites Get a Get a Year Worth Year Worth Of Free Gas Of Free Gas free GM free GM Oil Changes Oil Changes For 3 Years For 3 Years RohrmanLexus.com RohrmanLexus.com 2008-Accord.com 2008-Accord.com Lexus-Certified.com Lexus-Certified.com Rohrman-Lexus.com Rohrman-Lexus.com LatinoLexus.com LatinoLexus.com SEM/SEO Key Word URL’s Point to Primary Site Deep Links SEM/SEO Key Word URL’s Point to Primary Site Deep Links RohrmanFleet.com RohrmanFleet.com WeBuyHondas.com WeBuyHondas.com RohrmanCredit.com RohrmanCredit.com 2008Toyota.com 2008Toyota.com GetaLexus.com GetaLexus.com WindyGas.com WindyGas.com HondaPriceQuote HondaPriceQuote FreeToyotaOilChange FreeToyotaOilChange AskRohrie.com AskRohrie.com MidwestFinance.com MidwestFinance.com Midwest-BK-Loans.com Midwest-BK-Loans.com Digital Marketing Network of Sites Created for Rohrman Three Web Site Channels
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Chicago Area Auto Group Proposed Digital Advertising Strategy and Tactics
Chicago Area Auto Group Proposed Digital Advertising Strategy and Tactics...
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SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links
Digital Marketing Network of Sites Created for RohrmanThree Web Site Channels
The Bob Rohrman Auto Group
Develop Strategy & Budget
Rohrman Auto Group’s Digital Marketing Strategy will Rohrman Auto Group’s Digital Marketing Strategy will be based on the following goals and objectives:be based on the following goals and objectives:
1.1. Generate showroom traffic, inbound sales calls & electronic leads Generate showroom traffic, inbound sales calls & electronic leads that result in growth of that result in growth of BOTHBOTH total store and eBusiness sales total store and eBusiness sales
2.2. Integrate with (and leverage) general market, OEM and web site Integrate with (and leverage) general market, OEM and web site targeted campaigns using landing pages, micro sites, deep linkstargeted campaigns using landing pages, micro sites, deep links
3.3. Produce cost effective leads that mitigate 3Produce cost effective leads that mitigate 3 rdrd Party Leads Party Leads
4.4. Displace competing dealers from first page search results listings Displace competing dealers from first page search results listings on the most popular search engines when buyers search for infoon the most popular search engines when buyers search for info
5.5. Keep spending within allocated Digital Marketing budget that Keep spending within allocated Digital Marketing budget that includes specialty sites, lead providers, paid search marketing and includes specialty sites, lead providers, paid search marketing and online display advertising…online display advertising…
The Bob Rohrman Auto Group
“Grow Your Own” Lead Generating Strategy
• Self-Generated Leads become significant enough to reduce and supplement the need for 3rd Party lead providers and facilitate total Sales Team growth
• Integrated Marketing Campaigns drive car shoppers and “highly likely to be in market” targeted prospects to campaign-specific landing pages and micro-sites
• Targeted Content is specifically and directly relevant to value proposition that fueled the shopper’s visit to each micro-site, landing page or deep-linked page
• Micro-Sites, Landing Pages and Deep Links are designed and selected to convert visitors to leads at a higher rate than would the home pages of dealership full-featured all purpose web sites
The Bob Rohrman Auto Group
More Than 80% of Individuals Leave a Landing Page Within 0-8 Seconds Due To Poor Relevancy, Design, and Offer
AccountabilityThe table below shows projections for the Rohrman Auto The table below shows projections for the Rohrman Auto Group based on previous experience, stores and using the Group based on previous experience, stores and using the projected budgets shown for digital advertising.projected budgets shown for digital advertising.
Key Factor:Key Factor: Placement and “Cost Per Impression” advantages inherent with Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accountsthe use of multiple vendors and multiple dealer-managed SEM accounts
16,266 Online Car Shoppers driven to Courtesy Sites in 4 months.
16,266 Online Car Shoppers driven to Courtesy Sites in 4 months.
$1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site
$1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site
$1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement
$1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement
Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.
Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.
Build and Launch Ad Campaigns
59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22
59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22
59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22
59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22
$.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00$.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00
$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each
$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each
Manage Campaigns to Drive Cost per Visitor Down
$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$150.34 for 85 Visitors = $1.77 each$150.34 for 85 Visitors = $1.77 each
$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$48.72 for 42 Visitors = $1.16 each$48.72 for 42 Visitors = $1.16 each
Manage Campaigns to Drive Cost per Visitor Down
$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$105.20 for 39 Visitors = $2.70 each$105.20 for 39 Visitors = $2.70 each
$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$35.62 for 24 Visitors = $1.48 each$35.62 for 24 Visitors = $1.48 each
Manage Campaigns to Drive Cost per Visitor Down
Digital Marketing Sales ResultsDigital Marketing Sales Results
• 33,257,65733,257,657 Car Shopper Car Shopper Impressions GeneratedImpressions Generated
• 29,52829,528 Car Shopper Visits Car Shopper Visits to Courtesy Chevrolet web to Courtesy Chevrolet web sites, landing pages and sites, landing pages and micro sitesmicro sites
• 2,2482,248 Electronic Leads and Electronic Leads and Phone Calls GeneratedPhone Calls Generated
• 177177 Vehicles Sold Vehicles Sold• 4444 Avg. Sales per Month Avg. Sales per Month
• $71,801.30$71,801.30 invested in Digital invested in Digital Marketing CampaignsMarketing Campaigns
• $2.16$2.16 Cost per Thousand Car Cost per Thousand Car Shopper ImpressionsShopper Impressions
• $2.43$2.43 Cost per Car Shopper Cost per Car Shopper that clicked-through to a that clicked-through to a Courtesy Chevrolet siteCourtesy Chevrolet site
• $31.94$31.94 Average Cost per Average Cost per Lead GeneratedLead Generated
• $412.65$412.65 Average Cost Per Average Cost Per Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*
CASE STUDY: Courtesy Chevrolet San Diego Digital Marketing CASE STUDY: Courtesy Chevrolet San Diego Digital Marketing Campaigns From April through July, 2007 (4 months):Campaigns From April through July, 2007 (4 months):
*$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD*$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD
We created a portfolio of key word enriched URL’s connected to multiple web sites and deep links, generating lower cost, higher yield online advertising.
• Build your SEM campaigns for strategic cohesiveness with dealership’s general market advertising and integrate with other media for management team “buy-in”
• Clearly defined SEM and Site Targeted advertising budget 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 increased 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… Use
Referring URL’s like toll free numbers from Who’s Calling, CallBright & Callsource• Review results and online marketing 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 SEM budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on SEM 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
Key Executables for Digital Marketing Campaigns:Key Executables for Digital Marketing Campaigns: