Ralph PagliaDirector – Digital Marketing ADP Dealer Services Digital Marketing & Advertising Strategies for Dealers
Google search query used from a Phoenix location… “phoenix ford dealers”
SponsoredLinks (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 2009 Ford F-150 section inside FordF150.net Ford Dealer Display Advertisement placed on 2009 Ford F-150 section inside FordF150.net
Offline Media Trends Similar to Web Ad Trends Repeat Strategy in Selected Areas • Explosion ofonline content • Advertisers can’t find shoppers • Publishers can’t find advertisers Viewership “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.
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.
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
75% Increase in Sales Calls From Dealer Web Site Rich Ford Results Digital Advertising Campaigns (Jan 21-Feb 29) = Same Days Tracked Website 800 Sales Line = 476 total Calls
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 MarketingCall 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@example.com Cell: 505-301-6369