Online Advertising

Campaign Development
& Management Solutions
for Car Dealers
Digital Advertising Solutions from ADP Dealer Services
Expanding the portfolio of business development
tools that Dealers have available to them from the
ADP Digital Marketing team. Designed for Dealers
who want to promote their business using proven,
powerful, measurable and interactive web based
advertising strategies and delivery tactics
Buying Online Advertising:
1. Pay for Placement by Time (fixed monthly fee cars.com)
2. Pay per Click (PPC or CPC)
3. Pay per Thousand Impressions (CPM)
4. Pay per Conversion (Leads and/or Calls Generated)
How to Get it Done:
1. Dealer Managed Do It Yourself (DIY)
2. Interactive Advertising Agencies ($$$)
3. Search Engine Marketing Services Providers (risky business)
4. Dealer Advertising Cooperative Associations (good luck!)
5. ADP Digital Advertising Campaign Management
What types of online advertising can dealers use to drive traffic into
showrooms, make phones ring and send visitors to their web sites?
Digital Advertising Solutions that
Provide the Missing Pieces of the Puzzle
Digital Advertising Solutions that
Provide the Missing Pieces of the Puzzle
ADP Digital Advertising provides a full range of online advertising
products and services ranging from creating click-grabbing ads with
corresponding landing pages, all the way to pre-built campaigns that
are proven producers.
Text based sponsored link ads
Image Ad design, production & hosting
Dynamic media enriched ads
Conversion Optimized Landing Pages
Specialized Micro-Sites
Deep-Linked URL Management
Campaign Management Services
Keyword Bid Management (PPC)
Placement Targeting Bid Management (CPM)
Behavioral Targeting
Retargeting Campaigns to display your
digital ads to your sites visitors
Monthly budget and results reporting
ADP Digital Advertising Creative Specifications
Our Digital Marketing Ads conform to industry standards:
50k* 200x200 Small Square
50k* 250x250 Square
50k* 336x280 Large Rectangle
50k* 468x60 Banner
30k or 50k* 160x600 Wide Skyscraper
30k or 50k* 120x600 Skyscraper
30k or 50k* 728x90 Leaderboard
30k or 50k* 300x250 Medium Rectangle (inline)
Maximum File Size Dimensions (Pixels) IAB Unit
Description of Online Ad Creative Units
*30k limit for Behavioral Targeting Campaigns, 50k limit for Placement Targeted
Campaigns
Green indicates ads can be placed on web site using CPM Bid, Direct Placement or Behavioral Targeting campaigns
Blue indicates ads can be placed on web sites using CPM Bid Campaigns or Direct Placement
Flash-Based Online Ad Creative Specifications
Media enriched ads created by BZ Results will conform to the following specifications:
5 Business Days (unless using pre-built campaigns)
Creative Development Lead-time
5 Business Days
Implementation Lead-time
on (release) {
getURL(clickTAG, "_blank");
Click Action
Ads will not be designed to mimic news organization,
government or non-sponsored editorial content.
Content Restrictions
ADP Digital Marketing recommends and will only develop
user initiated audio within online advertisement to protect
users who are viewing ads while in the workplace.
Audio
Video =rollover/click *
Sound=click only
* Video ads can either require user initiation or automatically play at initial
download with sound off. Sound must be user initiated.
Creative Interaction
15 seconds, 3 loops of animation
To mitigate advertiser risk, Ads will not employ rapid
flashing or "strobing" effects on any text, image, or
background elements.
Animation
Flash 6 Flash Version
Our Designers create attractive and dynamic multimedia ads that drive
traffic to campaign specific Micro-Sites & Landing Pages
ADP Digital Advertising uses a combination of multiple page micro-sites
and specialized landing pages to maximize the conversion of click-throughs
from online search engine sponsored links, brokered display ads and web
Placement targeted Banners, Leaderboards, Skyscrapers, Square and other
image based online ads. The following is a list of sizes that are industry
standards for online display ads that are linked to the dealers URLs:
Banner Ads; 468 pixels wide x 60 pixels tall
Leaderboard; 728 pixels wide x 90 pixels tall
Inline (box ads);
300 pixels x 250 pixels & 338 x 292
Small Squares;
200 pixels x 200 pixels & 250 x 250
Skyscraper;
120 pixels wide x 600 pixels tall
Wide Skyscraper;
160 pixels wide x 600 pixels tall
Leaderboard
Skyscraper
Inline
Successful Dealers use text based Sponsored Links, Image and Media
Rich Ads that appear in search results and within thousands of web sites
We use Googles AdWords network for each dealer to reach online car buyers at the
moment when they're looking for a new or used car. Using a combination of text
based sponsored links, image and rich media ads, the Google Network reaches
more than 80% of online car buyers.* ADP digital designers create dealership ads,
then use either key search words or designated web sites to target which people see
specific ads. For Placement targeted display ads we manage a dealers bids for Cost
per Thousand (CPM) impressions for each of the third party web sites we target
Keyword Targeted
Keyword Targeted
Placement Targeted
Placement Targeted
Our Digital Campaign Managers work
with dealers to develop Keyword and
Content Targeted Search Campaigns,
along with Media Enriched Web Site
Targeted Campaigns
What are Pay-Per-Click (PPC) Digital Advertising Campaigns?
Why would PPC be used in a dealers overall Digital Marketing Strategy?
Pay for ads on a Cost Per Click (CPC) basis when car
shoppers click through to specified Landing Pages
Benefits:
Control
Feedback
Relevancy
Measurable Results
Keyword and Content Network Advertising:
matches consumer intentions, based on search words used to text
based ads that appear in search results (Keyword Bids), or text and
image based ads that appear within Google Content Network web sites
visited as a result of relevant keyword searches (Content Bids).
Where do car buyers see ads? A: Search Engines & Web Sites
CPM: A few examples of the
900+ sites we target for Ads
CPC: Search Engine Marketing
What is the ADP Digital Advertising Network?
ADP Search Network:
Google
Yahoo
MSN
AOL
Ask.com
AT&T Worldnet
CompuServe
Shopping.com
Netscape NetCenter
A Few Examples of ADPs
Content Network sites:
About.com
Lycos
InfoSpace
HowStuffWorks
Food Network
NYTimes.com
MotorTrend.com
Autotrader.com
CarandDriver.com
Autobytel.com
AutoWeekly.com
BusinessWeek.com
ADPs Digital Advertising
Campaign Managers place
your dealerships ads more
effectively than SEM alone
Display Ads placed on selected web sites can produce better converting
traffic at a lower cost per visitor in highly Competitive SEM Markets
April 2007 Example:
Placement Targeted Campaigns in Phoenix produced 1,018 car shoppers
clicking on the dealers ads at a $1.41 Effective Cost Per Click and generated
over 2.4 Million Ad Impressions at less than $.60 per thousand people!
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
2buycars.net
4wheelz.net
acarplace.com
allautoreviews.com
allcarsallthetime.blogspot.com
americancarfans.com
americandreamcars.com
anythingcars.com
aol.com
arizonagasprices.com
auto-dealer-website.net
auto.howstuffworks.com
autobaron.com
autoblog.com
autoclips.net
autodealerbase.com
autodealersfinder.com
autoexplosion.com
autofan.com
autoforumz.com
autofotos.com
autogeek.com
autogiant.com
autoguide.net
autohopper.com
autoinfo.org
autointell-news.com
autointell.com
1
1
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
automall.com
automart.com
automobilemag.com
automotive-links.com
automotivebuy.com
automotivedigest.com
automotiveforums.com
automotivehelper.com
autorepair.about.com
autoseekandsell.com
autospectator.com
autoworld.com
azreporter.com
collectorcartraderonline.com
bullz-eye-cars.com
buyingadvice.com
camaross.com
car-advisor.org
car-dealerships-by-city.com
car-forums.com
caranddriver.com
caraudio.com
carbuyersnotebook.com
carbuytip.com
carcentral.com
cardealersnearyou.com
cardealersusa.com
cardealerz.com
2
2
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
cardetective.com
cardomain.com
carfinderservice.com
carjunky.com
carnut.com
carphotoalbums.com
carpictures.carjunky.com
carpictures.com
carpredictor.com
cars-directory.net
cars-guide.com
cars-on-line.com
cars.about.com
cars.mylounge.com
cars.networktechs.com
cars.stargeek.com
carsandstripes.com
carscarscars.blogs.com
carsellersusa.com
carshownews.com
carspyshots.net
carsurvey.org
cartype.com
carzunlimited.com
chevrolet.jbcarpages.com
chevroletforum.com
chevy-camaro.com
chevyhhr.net
3
3
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
chevyreviews.com
chevytrader.com
classiccar.com
classyauto.com
clubavalanche.com
cnn.com
cobaltss.com
coloradofans.com
conceptcars.autoblog.com
conceptcarz.com
consumer-engine.com
corvetteforum.com
coupes.autoblog.com
crashtest.com
credit-union-4u.com
creditunionaccess.com
creditunionsonline.com
db.theautochannel.com
dealerrater.com
dealsonwheels.com
desktopmachine.com
dieseltruckresource.com
digi-go.biz
discount-tires-online.com
domesticsale.com
edmunds.com
excite.com
f150online.com
4
4
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
familycar.com
fast-autos.com
fastautosales.com
fastcoolcars.com
fhcars.com
forum.thecarconnection.com
forums.aaca.org
forums.corvetteforum.com
forums.roadfly.com
forums1.roadfly.com
fossilcars.com
gassavers.org
gaywheels.com
gm-trucks.com
gminsidenews.com
gonnadrive.com
greenhybrid.com
hdforums.com
hotautodeal.com
hybrid.com
hybridcarguide.com
hybridcars.com
hybrids.autoblog.com
insidercarsecrets.com
intellichoice.com
invoicedealers.com
jbcar.ca
jbcarpages.com
5
5
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
justout.net
leaseguide.com
leftlanenews.com
lotpro.com
lowridermagazine.com
lycos.com
mautofied.com
modifiedcartrader.com
motonews.com
motoralley.com
motorbase.com
motorbooks.com
motorcities.com
motoringfile.com
motortrend.com
musclecarfinders.com
musclecars-and-classics.com
musclecars.net
my-car-picture.com
mycarwizard.com
mydealerships.com
mynewcarpurchase.com
newautoseeker.com
newcartestdrive.com
nhra.com
off-road.com
oldcarandtruckpictures.com
oldride.com
6
6
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
phoenix.oodle.com
phoenix.tribe.net
phoenixgasprices.com
pictures-of-cars.com
powersportsnetwork.com
pricealease.com
racingjunk.com
racingsouthwest.com
realoem.com
rebates.com
reply.com
reviewcar.com
reviewcar.org
ripoffreport.com
roadandtravel.com
roadfly.com
rv.net
safecarguide.com
sedans.autoblog.com
seriouswheels.com
smartcarfinder.com
sportscarforums.com
spyphotos.autoblog.com
streetfire.net
streetsourcemag.com
suddenlaunch.com
supercars.net
supplierprograms.com
7
7
A Few Examples of Web Sites found to be Effective that ADP
Digital Campaign Managers Push Dealer Ads into:
suvs.autoblog.com
swapalease.com
tenmagazines.com
the-truckers-page.com
theautobahn.com
theautochannel.com
thebiglot.com
thecarconnection.com
thecarfanatics.com
thecityofphoenix.com
thedieselstop.com
thesamba.com
townhall-talk.edmunds.com
townhall.edmunds.com
truck-guide.com
trucks.autoblog.com
usedcars.com
usedcarsandtrucks.com
usedcarsplus.com
usnews.com
v6performance.net
velocityjournal.com
videos.streetfire.net
vrooomm.com
wheelsdirect2u.com
womanmotorist.com
worldcarfans.com
yourdreamride.com
8
8
What is a Google AdWords Account?
Basic Terminology
Ad Position
Clickthrough Rate (CTR)
Conversion Rate
Impression
Keyword
Landing Page
Quality Score
Google AdWords is an online digital advertising management tool that allows
dealers to place Ads into Google search results and revenue sharing web sites
The higher a Dealer
The higher a Dealer

s Ad
s Ad
Goup
Goup
Quality
Quality
Score, the lower the minimum bid per click.
Score, the lower the minimum bid per click.
ADP Digital Campaign Managers monitor:
CTR (Clickthrough Rate)
Relevance of ad text
Relevance of URL text to Keywords
Historical keyword performance
Content and layout of dealers landing page
Other relevancy factors
What determines if a dealers Pay-Per-Click bids
are successful in showing the dealerships
ads to car buyers?
Quality Score is the basis for measuring the quality of your
keyword based Ad and determining your minimum bid
ADP Digital Campaign Management uses the following ADP Digital Campaign Management uses the following
Steps To Increase each Dealer Steps To Increase each Dealer s Ad Quality Scores*: s Ad Quality Scores*:
1. Review Keywords
Inactive for search
Adding negatives and relevant keywords
2. Review and Improve Ad text
3. Review and Research available URL text improvements
4. Create New, Focused Ad Groups
5. Review Landing Pages
6. Landing Page Optimization (In a Nutshell):
Provide relevant and substantial content
Treat a users personal information responsibly
Develop an easily navigable site
ADP Digital Campaign Managers administer each dealers Google account
creating both Keyword-Targeted OR Site-Targeted campaigns
ADP Digital Campaign Manager are experts at using proprietary Google
AdWords applications for generating and managing Keywords
ADP Digital Campaign Managers use Google AdWords Site-Related
Keywords application to integrate dealer campaigns with OEM sites
ADP Digital Campaign Managers
use the Site-Related Keywords
online application from Google to
find and include Keywords from
highly relevant web sites such as
3
rd
Party Lead Providers, Car
Companies and popular local
sites such as AZCentral.com
ADP Digital Campaign Managers
use the Site-Related Keywords
online application from Google to
find and include Keywords from
highly relevant web sites such as
3
rd
Party Lead Providers, Car
Companies and popular local
sites such as AZCentral.com
ADP Digital Campaign Managers use AdWords to supply dealers with a
variety of online ad formats, using content created by BZ Designers
ADP Campaign Managers use a variety of online ad formats, including
media-rich Flash content and OEM Co-Op compliant logos and branding
Ads appear on sites participating in Googles Network
Matched to consumer search keywords and/or page content
Show up on participating sites using both Keyword-Targeted
and Site-Targeted dealer Digital Advertising Campaigns
ADP Digital Campaign Services offers Video and Flash Ads to dealers
which are used to provide Content & Targeted Site campaign flexibility
Flash is a plug-in that allows animation, used
by car companies for their automotive web site ads
Allowed for all AdWords dealer campaigns
Content and Targeted Site Placement is same for
Flash based ads as for any other image ads
Designed to comply with OEM Co-Op guidelines
Video Ads first appear as static image. Once clicked,
(image or play button) plays within ad space.
Clicking URL or on ad while playing will link to the
targeted landing page, website or deep link.
ADP Campaign Managers create AdWords Business Listing Ads for
dealers to provide mapping and dealership locator links in search results
Local Business Ads
Add through Googles Local Business Center
Appear in keyword-targeted campaigns opted into
search network
ADP Digital Advertising provides dealers with CPM based
web site Placement Targeted Ads designed to drive traffic
to showrooms and Landing Pages
CPM Bidding (cost per thousand impressions)
ADP Campaign Managers monitor each dealers bids per Geo-
Targeted 1,000 Ad Impressions. Impression count when a Web
page serves an ad, whether consumers click on it or not.
How Do ADP Digital Campaign Managers compare CPC and
CPM Ads for effectiveness in achieving dealer objectives?
Effective CPC for Site-Targeted vs. Reported CPC for Keyword ads
Effective CPM for Keyword Ads vs. Reported CPM for Site-Targeted
Consider CPC, CTR, and relevance factors across 1,000 impressions
Result = eCPMand eCPC for all Digital Advertising Campaigns
Highest ranking ad per dealer objectives wins, bids are adjusted
Why Placement Targeting? ADP Digital Advertising offers CPM based
targeted web site Ads to dealers on a cost-per-thousand impressions bid
basis
ADP Digital Advertising Campaign Managers use Placement Targeting to
find web sites visited by a dealers local car buyers based on several
criteria
Placement Targeting
ADP Campaign Managers choose individual sites within network
CPM (cost per thousand impressions) model
Minimum bid: 25 cents per Thousand Impressions
Find sites by URL, category, topic or demographics
Click to
zoom in
+
Click to
Click to
zoom in
zoom in
+
+
What is Placement Targeting? AdWords offers you
the ability to select web sites based on multiple
criteria
What is Placement Targeting? AdWords offers you
the ability to select web sites based on multiple
criteria
Google Site Tool Skill Sets used by our
Digital Campaign Managers are Included in
ADP Digital Advertising Seminars for
Dealers and their Internet or Marketing
Managers
Google Site Tool Skill Sets used by our Google Site Tool Skill Sets used by our
Digital Campaign Managers are Included in Digital Campaign Managers are Included in
ADP Digital Advertising Seminars for ADP Digital Advertising Seminars for
Dealers and their Internet or Marketing Dealers and their Internet or Marketing
Managers Managers
ADP Digital Campaign Managers use the Describe Topics Placement tool to
select sites based on topics that a dealer selects for their local market
Click on the Add
Selected Sites to
go back to the
Summary Section
Click on the Add
Selected Sites to
go back to the
Summary Section
List URLs We enter a targeted web site URL, and the tool checks site
availability, and shows all similar subject matter sites in the network
When you enter a
URL that is not
part of the Google
Ad Network, or
has blocked you
from placing ads
Site Tool looks at
what Google has
indexed for that
URL and serves
up similar sites
When you enter a
URL that is not
part of the Google
Ad Network, or
has blocked you
from placing ads
Site Tool looks at
what Google has
indexed for that
URL and serves
up similar sites
Select Demographics Lets us use Googles Site Tool to find sites by
that sites average visitor age, sex, income & more (Advanced)
Add Selected
Sites puts your
choices into the
Ad Group and
brings you back
to the summary
Add Selected
Sites puts your
choices into the
Ad Group and
brings you back
to the summary
Click to
zoom in
+
Click to
Click to
zoom in
zoom in
+
+
Select Demographics Lets you use Site Tool to find sites by age,
sex, income & more (Advanced)
Digital Campaign Bidding Strategies
How Do I Know What My Competitors Are Bidding?
Bidding Wars raise costs and dealers lose, Google and Yahoo win
Decide what a keyword and an ad position is truly worth to the dealership
A-B Testing, continuously adjust ads to improve position
Ad Scheduling (Dayparting)
By default ads run 24 hours a day.
Ad scheduling allows campaigns
to run during certain hours or days.
Bidding Strategies and Ad Scheduling are not available from most SEM
providersThey are included with ADP Digital Campaign Services
1. Campaign Daily budget too low
2. Ad Group Keyword deleted or inactive
3. Ad has been disapproved
4. GeoTargeting: IP unknown or outside target area
5. Dealers Ad is not placed on first page
6. Dealers browser page not refreshing (clear cache)
7. The max CPC higher than daily budget
8. Missing ad text or keywords
9. Campaign has expired (check end date in settings)
10. Campaign/Ad Group paused or deleted
11. Missing or expired credit card information
When Dealers ask Why Cant I See My Ad?
Ad Preview Tool: http://www.google.com/adpreview
ADP Digital Advertising Campaign Managers use Googles
preview tool to show dealers how their ads will look online
ADP Digital Advertising Campaign Managers administer each dealers
Google AdWords account and review the data with the dealer or ISM
REPORT: 2006 Campaign Report
ACCOUNT: Courtesy Chevrolet
DATE RANGE: 01/01/06 - 12/31/06
Campaign Impressions Clicks CTR CPM Cost CPC
Courtesy Original Ad Campaign - PHX+TUC 6,222,052 5,148 0.08% $2.10 $13,096.06 $2.54
GM PowerShift URL's - 50 Miles PHX 1,114,669 3,904 0.35% $6.71 $7,476.44 $1.92
National Search - Courtesy Chevrolet 1,039,556 4,170 0.40% $8.66 $9,006.42 $2.16
Model-Specific Micro Sites - AZ 7,090,048 12,103 0.17% $2.70 $19,131.85 $1.58
Tucson Targeted Key Words 3,375,365 2,763 0.08% $1.82 $6,155.98 $2.23
Free Gas & Oil Offers - PHX 2,059,302 486 0.02% $0.93 $1,923.72 $3.96
Site Designated Display Ads - PHX 2,186,088 1,788 0.08% $3.72 $8,123.53 $4.54
Life Beyond Seminars 388,382 499 0.13% $10.49 $4,072.60 $8.16
Banner & Image Display Ads - PHX 5,819,385 3,788 0.07% $2.10 $12,197.28 $3.22
Used Car Ad Groups - PHX 3,434,767 9,110 0.27% $4.46 $15,316.82 $1.68
Chevy Price Quote Display Ad - PHX 7,274,574 6,209 0.09% $1.99 $14,447.84 $2.33
See What Courtesy Can Do For You - PHX 657,037 776 0.12% $2.44 $1,601.32 $2.06
New Chevy Pricing - PHX 5,834,815 5,908 0.10% $1.99 $11,605.18 $1.96
Secondary Finance Prospects - PHX 2,049,256 6,347 0.31% $1.49 $3,052.28 $0.48
National Search Sponsored Links 14,330,816 18,171 0.13% $1.07 $15,317.41 $0.84
Chevy CSI Leadership - PHX+100 miles 677,548 227 0.03% $0.73 $493.49 $2.17
Competetive CSI Showcase - PHX +150 miles 316,307 206 0.07% $1.77 $559.96 $2.72
Chevrolet Model Specific - PHX 6,230,255 16,268 0.26% $5.00 $31,124.75 $1.91
Display Ads by Site - PHX 5,947,933 3,100 0.05% $1.58 $9,414.78 $3.04
Chevy Dealer Conquest - PHX 4,729,952 11,807 0.25% $4.63 $21,907.55 $1.86
AAR GM Co-op Display - PHX 1,225,493 254 0.02% $2.53 $3,101.24 $12.21
2007 Chevy Tahoe - PHX+TUC 2,290,540 3,407 0.15% $2.24 $5,122.20 $1.50
Chevy Price Quotes - All AZ 2,000,710 2,939 0.15% $3.09 $6,186.94 $2.11
Video Dispay Ads by Site - PHX+TUC 108,862 55 0.05% $6.90 $751.17 $13.66
Fresh Start 225 4 1.78% $18.49 $4.16 $1.04
Totals and Overall Averages: 86,403,937 119,437 0.14% $2.56 $221,190.95 $1.85
REPORT: Courtesy Chevrolet's Primary Google Account Campaign Report
ACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
Campaign
Campaign
Status Impressions Clicks CTR
Avg
CPC
Avg
CPM Cost
Avg
Position
2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4
AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1
Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1
Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8
Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3
Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1
Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2
Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7
Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1
Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2
GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9
National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9
National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3
New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8
Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1
See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7
Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1
Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7
Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6
Total s & Overal l Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1
Internet Sales Managers are taught how to understand the analytics in
order to judge each campaigns results for the dealership as a whole
We coach dealership managers on how to review eBusiness
campaigns and opportunities by categorizing the leads generated,
then looking at volume, invalids and tracking all sales.
BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40%
3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06%
Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63%
Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61%
GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06%
Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22%
Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27%
Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64%
BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51%
Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53%
Grand Total s 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%
ADP Digital Advertising Campaign Managers work closely with dealers to
monitor where and when campaign results are showing up as sales
Text Ads can be sponsored links which appear as search results, or appear on
web pages based on Content and CPM Placement Targeted bids
Image Ads appear on web pages based on Search Content CPC bids, CPM based
Placement Targeted bids, or fixed CPM per direct site placement
Click-to-Play Video Ads appear on Google network web pages based on
Search Content CPC bids or CPM based Placement Targeted bids
ADP Digital Campaign Managers use rich media Ads on targeted sites
to drive traffic into Deep Links that deliver relevant content to shoppers
ADP creates Deep-Links connected to Advertised URLs that point to Inventory
Pre-Sorts for model specific campaigns that our Campaign Managers set up
Keyword, Content and Placement Targeted Digital
Advertising Campaigns drive traffic to Deep Linksthat go
directly into specialized content within full featured web
sites that are set up o be specifically and directly relevant
to the Ads message that captured the customers
attention.
www.Chevrolet-Silverado.com
Keyword, Content and Placement Targeted Digital Keyword, Content and Placement Targeted Digital
Advertising Campaigns drive traffic to Advertising Campaigns drive traffic to Deep Links Deep Links that go that go
directly into specialized content within full featured web directly into specialized content within full featured web
sites that are set up o be specifically and directly relevant sites that are set up o be specifically and directly relevant
to the Ad to the Ad s message that captured the customer s message that captured the customer s s
attention. attention.
www.Chevrolet www.Chevrolet- -Silverado.com Silverado.com
Courtesy Chevrolet Campaign
Specific Display Ads Placed
within selected and targeted
3
rd
Party Web Sites Using the
ADP Digital Advertising Campaign
Management Services
ADP Digital Advertising Image Ad Campaign Examples
www.ChevroletHHR.net
www.ChevroletHHR.net
www.ColoradoK5.com
www.ColoradoK5.com www.ColoradoK5.com
Courtesy Chevrolet Digital Advertising
Campaign Specific Display and Text Ads
that use both Targeted Sites and Key
Words to link click throughs to very specific
Micro-Sites, Landing Pages and Deep Links
Digital Advertising Campaign Examples
ADP Digital Advertising Campaign Services has
developed a portfolio of URLs that offer higher
ad quality scores for dealers
ADP Digital Advertising Campaign Advantages
URL that displays in Ad is only the
beginning portion of the full URL string
which the Ad clicks through to
URL that displays in Ad is only the
beginning portion of the full URL string
which the Ad clicks through to
URL that displays in Ad is only the
beginning portion of the full URL string
which the Ad clicks through to
URL that displays in Ad is only the
beginning portion of the full URL string
which the Ad clicks through to
URL that displays in Ad is only the portion of the
full URL string that we want customers to see
URL that displays in Ad is only the portion of the
full URL string that we want customers to see
ADP Digital Advertising URL Portfolio
www.Chevy-New.com is used regionally as:
www.Chevy-New.com/Courtesy-Phoenix.htm
www.Chevy-New.com/Courtesy-SanDiego.htm
www.Chevy-New.com/Burt-Chevrolet.htm
www.Nissan-New.com is used regionally as:
www.Nissan-New.com/J ayWolfeNissan.htm
www.Nissan-New.com/ABCNissan.htm
www.Nissan-New.com/MidwayNissan.htm
www.Toyota-New.com is used regionally as:
www.Toyota-New.com/J ayWolfeToyota.htm
www.Toyota-New.com/LarryMillerToyota.htm
www.Toyota-New.com/CamelbackToyota.htm
URL that displays in Ad is standardizedThe
regional Ad uses a dealer-specific Destination URL
that goes to that dealers Landing Page.
URL that displays in Ad is standardizedThe
regional Ad uses a dealer-specific Destination URL
that goes to that dealers Landing Page.
ADP Digital Marketing Team Competitive
Advantage and Unique Value to Dealers
ADP Digital Marketing Team Competitive
Advantage and Unique Value to Dealers
Current Toyota URL Portfolio Examples:
Drive-Toyota.com
Toyota-Cars-Trucks.com
Toyota-New.com
Toyota-Car-Truck.com
Highlander-Toyota.com
Landcruiser-Toyota.com
Tacoma-Toyota.com
Camry-Toyota.com
Arizona-Toyota.com
Prius-Toyota.com
Sequoia-Toyota.com
Sienna-Toyota.com
RAV4-Toyota.com
Tundra-Toyota.com
Toyota-Camry-Solara.com
Yaris-Toyota.com
ToyotaFJ -Cruiser.com
Matrix-Toyota.com
Avalon-Toyota.com
4Runner-Toyota.com
Toyota-SUV.com
Toyota-Scion-Lexus.com
Toyota-Certified.com
ToyotaTrucks.com
Current Ford & GM URL Portfolio Examples:
FordInternet.com
Ford-Lincoln.com
F150-Ford.com
Ford-Car-Truck.com
Ford-Cars-Trucks.com
Ford-Certified.com
ChevyPriceQuote.com
Chevrolet-Car.com
Chevrolet-GM.com
Chevy-Chevrolet.com
Chevrolet-Chevy.com
Chevy-Chevy.com
Chevy-New.com
Drive-Chevy.com
GM-Certified.com
Pontiac-GMC-Buick.com
Hummer-Cadillac.com
GMC-Pontiac-Buick.com
Chevy-Deals.com
Current Honda URL Portfolio Examples:
Honda-Cars-Trucks.com
Honda-Pilot-SUV.com
Honda-CRV-SUV.com
Honda-Civic-Sedan.com
Honda-Accord-Coupe.com
Honda-Accord-Sedan.com
Honda-Ridgeline-Truck.com
Honda-Odyssey-Minivan.com
Honda-Element-SUV.com
Honda-Certified-Used.com
HondaCarsTrucks.com
Honda-New.com
Honda-Used-Cars.com
Thank you for considering ADP Digital Campaign Services as a
partner in your strategy to find, sell and keep more customers
Build campaigns for strategic cohesiveness with dealerships general market
advertising and integrate with other media for management team buy-in
Clearly defined Keyword and Placement Targeted advertising budgets 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 incremental sales
Use Deep Links, Landing Pages and Micro-Sites that can be tracked
Avoid sending click-throughs to your dealerships home pagewhere both the
customer and your ability to track results gets lost
Measure all traffic generated, along with phone calls and eLeads received
Review results and online Advertising 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 digital campaign budgets and metrics the benefit of the
doubt. Increased leads can come from primary web sites through links on landing
pages and deep links into relevant content within your primary sites.
Check your primary site referring URLs for Form Views in Omniture Site Catalyst
Key Executables with Digital Advertising Campaigns: Key Executables with Digital Advertising Campaigns:
Rich media applications such as video or DHTML will be designed by BZ
Results to occur within the standard ad pixel space specifications. Our
expanding ads that growbigger than the purchased pixel space are
designed to be user initiated when their cursor crosses over the ad space, but
before they actually click on the ad. When the user clicks on the ad their
browser is redirected to the specified landing page URL. The following list
shows some of the vendors that we can use for rich media technology*:
DART Motif
Atlas Rich Media
Eyeblaster
PointRoll
Klipmart
EyeWonder
Unicast
Interpolls
Shoshkeles/United Virtualities
Rich Media Enhanced Online Advertising
ADP Digital Ad Services can build digitally enriched media online ad content
*Subject to change without notice
DART Motif
ADP Digital Marketing will only design user initiated audio. Audio
Video =rollover/click * Sound =click only Creative Interaction
15 seconds, 3 loops of animation. May not employ rapid flashing or "strobing" effects on any text, image, or background elements. Animation
100K max (polite load) Total File Size
30K Initial File Size
120x600 / 160x600 / 728x90 / 300x250 Creative Dimension
Expandable Banners
Close on roll-off or must have [x] or "close [x]" on upper right corner of ad Close Function
ADP Digital Marketing will only design user initiated audio. Audio
Expand =rollover/click Video =rollover/click * Sound=click only Creative Interaction
15 seconds, 3 loops of animation. May not employ rapid flashing or "strobing" effects on any text, image, or background elements. Animation
100K max (polite load per panel) Total File Size
30K Initial File Size
120x600: expanded panel cannot exceed 240 pixels width. The height of the panel may not exceed the banner (600 pixels).
160x600: expanded panel cannot exceed 240 pixels width. The height of the panel may not exceed the banner (600 pixels).
300x250: expanded panel cannot exceed 250 pixels width. The height of the panel may not exceed the banner (300 pixels).
728x90: expanded panel must expand vertically & cannot exceed 180 pixels. The panel width may not exceed the banner (728 pixels).
Creative Dimension
In-Page Banners
Polite Banner
ADP Digital Marketing will only design user initiated audio. Audio
Video =rollover/click *
Sound=click only
Creative Interaction
15 seconds, 3 loops of animation
Ads may not employ rapid flashing or "strobing" effects on any text, image, or background elements.
Animation
100K max (polite load) Total File Size
30K Initial File Size
120x600 / 160x600 / 728x90 / 300x250 Creative Dimension
Expandable / Videostrip Banners
Close on roll-off or must have [x] or "close [x]" on upper right corner of ad Close Function
ADP Digital Marketing will only design user initiated audio. Audio
Expand =rollover/click
Video =rollover/click *
Sound=click only
Creative
Interaction
15 seconds, 3 loops of animation, Ads may not employ rapid flashing or "strobing" effects on any text, image, or background elements. Animation
100K max (polite load per panel) Total File Size
30K Initial File Size
120x600: expanded panel cannot exceed 240 pixels width. The height of the panel may not exceed the banner (600 pixels).
160x600: expanded panel cannot exceed 240 pixels width. The height of the panel may not exceed the banner (600 pixels).
300x250: expanded panel cannot exceed 250 pixels width. The height of the panel may not exceed the banner (300 pixels).
728x90: expanded panel must expand vertically & cannot exceed 180 pixels. Panel Width may not exceed the banner (728 pixels).
Creative
Dimension
Eyeblaster
Tomboy Banners
ADP Digital Marketing will only design audio enriched ads with user initiated audio. Audio
Video =rollover/click * Sound=click only Creative Interaction
15 seconds, 3 loops of animation, may not employ rapid flashing or "strobing" effects on any text, image, or background elements. Animation
100K max (polite load) Total File Size
30K Initial File Size
120x600 / 160x600 / 728x90 / 300x250 Creative Dimension
PointRoll
FatBoy Expandable
Close on roll-off or must have [x] or "close [x]" on upper right corner of ad Close Function
ADP Digital Marketing will only design audio enriched ads with user initiated audio. Audio
Expand =rollover/click
Video =rollover/click *
Sound=click only
Creative
Interaction
15 seconds, 3 loops of animation. Ads may not employ rapid flashing or "strobing" effects on any text, image, or background elements. Animation
100K max (polite load per panel) Total File Size
30K Initial File Size
120x600: expanded panel cannot exceed 240 pixels width. The height of the panel may not exceed the banner (600 pixels).
160x600: expanded panel cannot exceed 240 pixels width. The height of the panel may not exceed the banner (600 pixels).
300x250: expanded panel cannot exceed 250 pixels width. The height of the panel may not exceed the banner (300 pixels).
728x90: expanded panel must expand vertically & cannot exceed 180 pixels. Panel width may not exceed the banner (728 pixels).
Creative
Dimension
* Video ads can automatically play at initial download with soundoff. Implementation lead-time for all approved forms of rich media is 4 business days.
Campaigns served from streaming media ad servers below may be CPM invoiced directly to
dealers according to IAB/AAAA Terms & Conditions V2.0:
Doubleclick/DART
Mediaplex
Avenue A/ Atlas DMT
Bluestreak
Advertising.com
AdDynamix
Enliven
Eyeblaster
Ad4Ever
Shoshkeles/United Virtualities
Real Media
Bell Sympatico / Cossette Communications
Unicast
Poindexter
Fast Click (aka Adserver)
Centrport
Any third-party ad servers NOT listed here must be tested prior to campaign start date. Ad tags should be provided fourteen (14) days in advance of the
campaign start date for testing. During the initial campaign period for any new or proprietary ad server, if discrepancy of impressions served is above 10%
for more than three individual days, invoices shall be invoiced based off of each web sites statistics.
Third Party Ad Servers
The following ad servers may be used by BZ to host enriched media online content
Online Advertising Reliability
The IAB (Interactive Advertising Bureau) recommends a process audit for all ad serving organizations and
complex sites. ADP Digital Marketing only places Dealership and Enterprise digital advertising on BPA
certified web sites and server networks. BPA Worldwide verifies the accuracy of each participating networks
ad serving and tracking processes. ADP Digital Marketing uses ad serving data centers in Boston, San J ose,
and Amsterdam guaranteeing redundancy and efficiency.
Creative Requests
Please send all creative requests to DigitalMarketingOps@BZResults.com
Insertion orders are due at least four (4) full business day prior to launch campaign date.
OPA Advertising Policy
All advertisements created by ADP Digital Marketing are subject to review and approval by ADP Dealer
Services for compliance with business ethics standards. BZ Results and ADP reserves the right to refuse any
ad creation requests which do not meet the requirements specified above, or is deemed otherwise
inappropriate, distracting, or harmful to the online Internet user experience for visitors to web sites where the
ads will be placed. For more information about creative capabilities and services from:
ADP Digital Advertising Results
please contact: DigitalAdvertisingInfo@BZResults.com
Automotive Advertising in Flux
Automotive advertising, long a cash cow for print and broadcast media, is in
a state of flux and compression that poses a severe threat to these channels
over the next five years. It has swollen to a $31 billion advertising category
this year - second only to the amount spent by general merchandisers - but
now faces contraction. Among the causes:
1. People are holding onto their cars longer. " Scrappage," or the number of cars
that go the junkyard each year, has declined steadily in the past five years,
from 14 million in 2001 to fewer than 10 million last year.'
2. New-vehicle sales are stagnant. The number of new cars on the road each
year has remained flat, at roughly 17 million per year, since 2001. This year
it will hit a six-year low of 16.2 million units.
3. The Internet's ability to cut out the middle-man allows dealers and
manufacturers to give consumers information on features, reviews and
pricing without having to buy space in third-party media to find them.
Automotive advertisers have seen the light and are plowing $2.8 billion into
online advertising this year.
Automotive Advertising in Flux
That third point in the previous slide represents a
sobering truth for traditional media. Three factors
illustrate the trend toward online advertising:
1. Last year, new-vehicle buyers were more likely to visit an
OEM's Web site than a third-party automotive site.
2. Local dealers are becoming media hubs Dealer web
sites now feature a full list of inventory, sales and
financing informationWith transactional capabilities
on the near horizon!
3. The rush is on to meet both new and used car buyers on
the Internet, where they spend an average of five hours
researching vehicles before they make a purchase.
Lead-Generation and Paid Search
The disintermediating nature of the Internet is enabling dealers to go
directly to consumers. Many dealers pack their sites with details on
inventory, features, pricing and financing options. In effect, dealers
have developed their own media sites. All they need now is traffic.
A popular way to attract and manage that traffic has been through
lead-generation systems like those offered by Dealix, Autobytel and
others. But there is weakness in these models. Autobytel, which
derives 80 percent of its income from lead-generation fees, has seen
its losses increase over the years and is trying to expand its reliance
on display advertising as a remedy. Dealix, one of the largest lead-
sellers, is likewise trying to diversify its offerings by helping dealers
manage their paid search advertising and search engine optimization
and by uploading their listings to Google Base.
Lead Response by Dealers
According to an R.L. Polk study of 1.1 million leads involving 1,329
dealerships, dealers failed to respond to nearly 30 percent of online-generated
leads, compared with 40 percent a year earlier. It took the average dealer 6.5
hours to respond to a lead, compared with 9.5 hours a year earlier. That
shows improvement, but there is obviously a long way to go.
One finding touted by the study's sponsor, the Cobalt Group (which operates
Dealix) was that 56 percent of leads resulted in a sale. Sound impressive?
Consider this: Only eight percent of those leads resulted in a sale at the
dealership where the lead was submitted; the rest of the leads that went on to
buy a vehicle did it elsewhere. Doing the math, then, a dealer would have to
purchase 12 leads to close a single sale. At the going rate of $20 per lead, a
dealer would pay $240 per closed sale, making Internet leads no more
efficient than the typical marketing expenditure for a new vehicle and
significantly less efficient than that for a used-vehicle (See Fig. 2.4 in Chapter
2.) Some hope for improving these odds lies in the dealers' efforts to bring
their lead-response times down.
The Tornado in the World of Automotive Advertising
What's at play is a small tornado inside the much-touted consumer sales funnel. (See Fig.
1.3.) At the broad end of that funnel, vehicle buyers look at an array of media as they
consider their options six months from the
point of making a purchase. At the narrow
end of the funnel, they are down to using
one or two media - typically
newspapers, magazines or
directories - in the final weeks
before purchase. The Internet has
disrupted the choices at the tail
end of the buying process, where
consumers get serious about the
purchase and look for features,
availability and price. In short,
instead of getting that information
from a local newspaper, auto
magazine or Yellow Pages book,
they are turning to the Web.
2001 through 2011
Overall Auto Advertising by Media Channel
Winners and Losers in the World of Automotive Advertising
2006 through 2011
Overall Auto Advertising by Media Channel
($ Millions)
Digital Disruption of the Traditional Car Buying Funnel!
Until now, the way to connect local auto dealers with potential buyers
online has been through paid listings and banner ads. These two formats
have comprised the majority of online advertising since the inception of the
Internet. The proliferation of free-listing sites like Craigslist, Google Base
and MySpace and the rising popularity of paid search - helping dealers
drive traffic to listings on their own sites - clearly threatens the dominance
of traditional online advertising formats for car dealers.
Two formats in particular have recently captured the interest of auto
dealers: online video and paid search. We see these formats surpassing
all other forms of local online advertising by 2012.
Automotive Online Future: Video & Search
Click to Enlarge
Click to Enlarge Click to Enlarge
Video & Paid Search Dominate Local Online Ads by 2012
Vehicle Advertising Devoted to Online Media in 2006
Used & Private Party Vehicle Advertising Lead the Transition
2006 Online Advertising Spend by 3 Primary Categories
Value of Actual vs. Stock Inventory Photos
Tier 1, 2 and 3 New Vehicle Advertising
Online Advertising Conquers Used Car Marketing
Used Car Advertising by Media Channel 2001-2011
Used Car Advertising by Media Channel 2001-2011
Used Vehicle Online Advertising Publishers
There is a big opportunity for those online advertising
publishers who can master used-vehicle marketing, and in
particular private-party sales. The number of used vehicles
on the road continues to
swell, and dealers and
individuals alike will need
new ways to connect
with buyers.
Other local-level fights indicate that the race to win the used-vehicle
space online is a marathon sprint. For example:
1. Newspapers have redoubled their efforts to preserve automotive ad revenue in the face
of heavy print losses and won't go down easily. Will their new alliance last year with
Yahoo on another classified vertical - employment advertising - be parlayed into an
alliance on automotive?
2. Cable companies and local broadcast TV stations have entered the used-vehicle fray as
well. Some - like WITN-TV in Greenville, N.C., are using the Web to offer lower-priced
on-demand video commercials to independent dealers who typically cannot afford
broadcast TV rates.
3. Dealix is an Internet marketing company that works with dealers to help them find ways
to market directly to consumers. Dealix not only sells lead-generation software, but also
recently began offering to manage dealers' Search Engine Optimization and paid-search
campaigns and even upload their inventory to Google Ad Base.
4. eBay Motors is working hard to accumulate dealer inventory and private-party ads and
expose them to its massive base of 10 million monthly shoppers. eBay boasts that it
sells one vehicle every 60 seconds. Although eBay routinely appears at the top of the
list for automotive traffic reported by comScore MediaMetrix, the numbers are skewed
by unique visitors to eBay's parts and accessories inventory. It has fewer than 60,000
vehicle listings, compared to 800,000 on Cars.comand 3,000,000+ on Autotrader.com.
Automotive Advertising Conclusions
The heyday of newspapers and TV stations swimming
in cash from car dealers and dealer groups has ended.
A slowdown in new-vehicle sales and a shift in the car-
buying audience's media habits have sent traditional
automotive advertising media scrambling.
One thing hasn't changed: The need for dealers to
advertise. Dealers have lots full of vehicles and need to
move them. That need has only grown. And even
though they have spent the past decade improving their
Web sites they still need to find ways to drive people to
those sites - and onto the lot.
Automotive Advertising Becomes More Competitive
The path ahead for online media will be permeated by video
screens and traffic-generating programming. The near future
looks a lot like an interactive video screen, rather than a text-
based search of cars for sale. For most consumers, a vehicle is
the second-largest purchase they will ever make. They need to
be wooed, informed and convinced before they part with tens of
thousands in hard-earned cash.
Sites that can deliver video content for dealers and can help
them drive measurable traffic to their own sites are the ones that
will see the most growth in revenue. And those that are able to
master the marketing side of the equation - through their own
traditional media channels as well as through maximizing search-
engine marketing efforts - should rise to the top of the pack.