dd11 guerilla marketing v7
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Guerrilla Marketing and Competitive Conquest Advertising Strategies
See multiple case studies and detailed examples showcasing dealers
who use the Internet to take market share away from their competitionPaglia - Session #124 - Rm: St. Thomas AB
The online marketing and advertising strategies that attendees will learn in this session
are not for the timid or faint of heart. Ralph Paglia will be presenting the current and
updated version of his famous 2nd Digital Dealer Conference workshop that identified
stealth tactics used by highly aggressive dealers to divert traffic originally intended and
bound for the competition to the aggressor's web sites and landing pages. As
controversial as several of these techniques are, many of which are banned in over a
dozen countries, you will want to learn about them so you can recognize when they are
used against your dealership. With today's technologies and the sophisticated
messaging and advertising systems available, there are more ways than ever before
for aggressive dealers to take their competition's customers away from them.
Attendees will be provided with online tools and techniques to see exactly which
keywords the competition is bidding on in Google, how much budget they have
allocated for their web site's advertising, how to use your dealer advertising
association's own web site to take customers from other dealers and how to select the
"weakest gazelle" from among the herd of dealers in your market to "take down".
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Introduction and Background:
Ralph PagliaVice President Digital
Tier10 Marketing Currently leading build-out and development of
Tier10s Digital Marketing, Advertising and Social
Media Strategies, Tactics and client service capabilities
Automotive Digital Marketing Professional Community creator and Editor-in-Chief
Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet
Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006
Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing
Consulting and Ford Co-Op supported Digital Advertising program for Dealers
Ran 1st retail automotive Behavioral Targeting Digital Advertising program
Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota,
Mercedes-Benz, Hyundai and 250+ dealers & groups
Pioneered development of Internet Leads in 1988 using CompuServe ISP access
to post vehicle inventory listings on defense contractor BBSs
www.ADMPC.com
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Guerilla Marketing: What is it?
Competitive Differentiation
Extraordinary Cost Effectiveness
May Incorporate Stealth Tactics
Non-Traditional Channels
Unconventional Use of Media
Aggressive Conquest Characteristics
May cause competitors to Cry Foul
with OEMs, Dealer Associations or through legal
channels Some tactics might get you fired, while
others using the same tactics at different dealerships
get a bonus!
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Guerilla Marketing: Resources
http://www.GMarketing.com
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Guerilla Marketing: PREREQUISITES
Google Adwords Account (w/payment setup)
Microsite creation capabilities
Social Media accounts/profiles
URL Acquisition and Management account (NetSol)
Display Ad creation capabilities
Generate Tracking Phone Numbers
Targeted Email campaign capabilities (bulk email)
Informed GM / Plausible Denial DP
Legal Counsel adept at handling Cease & Desist
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
www.LatinoChevy.com
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
www.ChevyReferrals.com
www.ChevyReferral.com
www.ChevyBirdDog.com
www.ChevyBirdDogs.com
www.ChevyBuyers.com
www.ChevyBuyersClub.com
www.ChevyFriends.com
www.ChevyFund.com
Multiple URLs pointing to the same site allows use of metrics to track campaigns
Referring URL or Domain
report in Google Analytics or
whatever site metrics are
being used by dealership
http://www.chevyreferrals.com/http://www.chevybirddog.com/http://www.chevybirddogs.com/http://www.chevybuyers.com/http://www.chevybuyersclub.com/http://www.chevyfriends.com/http://www.chevyfund.com/ -
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com
www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com
www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com
www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com
www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com
www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com
www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com
www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com
www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com
www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com
www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com
www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com
www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com
www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com
www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com
From 2005 to 2007 Courtesy Chevrolet used over 500 URLs directed towards multiple
full featured web sites, micro-sites and online landing pages to generate floor traffic,
incoming sales calls and electronic leads Here are just a few:
Multiple URLs for Promotional Campaign Creative Differentiation
http://www.houseofcourtesy.com/http://www.courtesychev.com/http://www.chevyaz.com/http://www.courtesyaz.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.phxchevrolet.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.chevypricequotes.com/http://www.contactchevy.com/http://www.az-cars.com/http://www.az-cars.com/http://www.az-cars.com/http://www.2007tahoe.com/http://www.2006silverado.com/http://www.azautofinance.com/http://www.chevypride.com/http://www.azcarfinance.com/http://www.phxfinance.com/http://www.2008chevycamaro.com/http://www.latinochevy.com/http://www.azcartruck.com/http://www.gmoilchange.com/http://www.caronbell.com/http://www.phoenix-chevrolet.com/http://www.phoenix-chevrolet.com/http://www.phoenix-chevrolet.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.camarolove.com/http://www.azcamaro.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.azcourtesy.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.yougotgas.com/http://www.freegmoilchange.com/http://www.webuychevys.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.sellachevy.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.phxchevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phxdealer.com/http://www.gmac-credit.com/http://www.gmac-credit.com/http://www.gmac-credit.com/ -
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Use of multiple web sites, micosites and landing pages built for specific campaigns
allows cost effective segment targeting When content meets specific needs of
customers, sites show up as search results.
Microsites, Offer Sites, Landing Pages, Social Media
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
URL Asset Library: 1 of 3
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
URL Asset Library: 2 of 3
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
URL Asset Library: 3 of 3
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Courtesy Chevrolet Lead Volume
20801884
2171
18612097
2697
2268
2735
3346
4178
2874
3338
4662
4362
5267 5362 5228
57675929
0
1000
2000
3000
4000
5000
6000
7000
Janu
ary 20
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otal
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eIntegrated Marketing Results
Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy
increased volume of leads generated and received over 150% in 19 months.
Leads Generated
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
eBusiness Sales Results
400% Increase in sales volume from Competitive Conquest, Guerrilla and
Integrated Marketing Strategy that generated leads handled by a combination
of dedicated Internet Sales Specialists and BDC based Customer Service Reps.
Courtesy Chevrolet eBusiness Sales
74 7966
9081 80
8680
110
224 223
283
265
225
335
313
298 301
335
0
50
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200
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Tota
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er 2
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Nov
embe
r 200
5 To
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Conventional Internet
Sales Strategy
Sales Results
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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
Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1
Campaign Management Strategy
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
10 Months of Digital Marketing
Lead Source and Disposition Analysis
Courtesy Chevrolet reviews eBusiness campaigns and opportunities by
categorizing the leads generated, then looking at volume, invalids and 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 Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%
10 Months of LeadsLeads
Volume
Still
Active
Not
Sctive
Duplicates
& Invalid% Sold %
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Google Adwords Advertising Results
33,257,657 Car Shopper
Impressions Generated
29,528 Car Shopper Visits
to Courtesy Chevrolet web
sites, landing pages and
micro sites
2,248 Electronic Leads and
Phone Calls Generated
174 Vehicles Sold
$71,801.30 was invested
with Google AdWords &
Google Display Ad Network
$2.16 Cost per Thousand
Car Shopper Impressions
$2.43 Cost per Car Shopper
that clicked-through to a
Courtesy Chevrolet site
$31.94 Average Cost per
Lead Generated
$412.65 Average Cost Per
Vehicle Retailed (PVR)*
CAMPAIGN EXAMPLE: In-house Google AdWords Campaign
(4 month flight):
Note: This does not include BZ, AZCentral,
ClickMotive, BDC or Jumpstart SEM campaigns
*$620.55 = Courtesy Chevrolet Advertising PVR
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Guerrilla Digital Marketing Site Strategy
SEM & Promo
Landing PagesPrimary Web Sites
Full-Featured w/Inventory
Campaign Specific
Micro Web Sites
Get a
Year Worth
Of Free Gas
free GM
Oil Changes
For 3 Years
HouseOfCourtesy.com 2007Tahoe.com
CourtesyOnBell.com
PHXChevrolet.com
LatinoChevy.com
SEM Key Word URLs Point to Primary Site Deep Links
CourtesyFleet.com
WeBuyChevys.com
GMAC-AZ.com
2006Silverado.com
GetaCamaro.com
YouGotGas.com
ChevyPriceQuote
FreeGMoilChange
ChevyPride.com
PHXfinance.com
BK-OK-Car-Loans.com
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Google Adwords
Competitive Conquest Targeting Same Brand Dealers
Courtesy Chevy versus Bill Heard Case Study
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Google AdWords Account:
Chevy Dealer Conquest
Ad Group 3 Month Summary
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
223 Customers
searching for Bill Heard
Chevrolet diverted to
Courtesy Chevrolet
owned sites
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Google Adwords Competitive Conquest
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GM Certified Internet Dealer Site
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Competitive Conquest
Campaigns are Geotargeted
to appear within competitions
market area but NOT APPEAR
in advertising dealers market
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Google Adwords
Competitive Conquest
Targeting Same Brand Dealers
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
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Herb Chambers Honda Boston
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Herb Chambers Honda BostonBoch Honda Competitive Conquest
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Herb Chambers Honda Seekonk
Colonial Honda Conquest Campaign
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Herb Chambers Honda Seekonk
Metro Honda Competitive Conquest Campaign
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Klein Honda
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Klein Honda
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Competitive Conquest
Drew Ament Technique lead acquisition via competitive
name URL combined with dealer association lead
generation form pages
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Competitor URL Redirect
Tactic known as the
Drew Ament Technique
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Competitor URL Redirect Tactic known as the
Drew Ament Technique CourtesyChevyAZ.com
Using the LMA Dealer Association Website to Siphon Leads
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Competitor URL Redirect Tactic known as the
Drew Technique CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the
Drew Ament Technique
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www.CourtesyChevyAZ.comURL Redirect using the: Drew Ament Technique
S
c
r
o
ll
D
o
w
n
This lead form goes to
Midway Chevrolet!!!
http://www.courtesychevyaz.com/ -
www.CourtesyChevyAZ.comURL Redirect using the: Drew Technique
http://www.courtesychevyaz.com/ -
Using the LMA Dealer Association Website to Siphon Leads
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www.Midway-Chevy.comURL Redirect using the: Drew Technique
http://www.midway-chevy.com/http://www.midway-chevy.com/http://www.midway-chevy.com/ -
www.Midway-Chevy.comURL Redirect using the: Drew Technique
http://www.midway-chevy.com/http://www.midway-chevy.com/http://www.midway-chevy.com/ -
Facebook
Social Media Traffic Generation
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Google Analytics: Track Top Referring Sites
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Facebook: Post Links to Pages and Groups
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Facebook: Post Links to Pages and Groups
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Facebook: Post Links to Pages and Groups
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Facebook: Post Links to Pages and Groups
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Facebook: Post Links to Pages and Groups
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LinkedIn
Social Media Traffic Generation
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Find and Join Relevant LinkedIn Groups
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LinkedIn Groups; Attach a Link to Relevant URL
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LinkedIn Groups; Pull in Site Title, then Share
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LinkedIn Groups; Share Sites to Whats
Happening
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Stealth Sites
Competitive Conquest Targeting Third Party Lead
Providers
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Stealth Site designed to mimic 3rd Party
Lead Provider Lead Generation site
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Stealth Advertising
Examples of using offline and online advertising media
to drive consumer traffic above and beyond the dealers
own brand
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Conventional Media to Web Integration
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Conventional Media to Web Integration
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Conventional Media to Web Integration
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www.2007Tahoe.com Micro-Site
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Relevant Text based
Hyperlinks reduce
leakage from your SEM
funnel and point search
engine spiders in the
right direction
Trust generating and validity
enhancing icons that are linked to
lead generating sites add to a
micro-sites productivity
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Bus Shelter Signage DisplaysFastn Easy Online Credit App URL
Bus Shelter Signage Displays Unique800# Routed to eFinance Cell Phone
Bus Shelter signage campaign
has averaged 231 incoming
phone inquiries per month, along
with 862 site visitors to unique
URL, that generated 27 online
credit apps per month.
Average monthly cost is $6,500
resulting in 258 Opportunities To
Do Business, and an average
cost per UNIQUE lead of $25.19
Cost Effective Outdoor Media IntegrationSpecial Financing and Credit Based Offers
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Examples of SEM Results with Google
Ads placed directly by Courtesy Chevrolet for
placement within Google search results pages
per key word bids made by Courtesy
Ads placed with Google by ClickMotive on behalf
of Courtesy Chevrolet
Organic listings (free) that result from pro-active
SEO activities by BZ Results
The next few slides will show actual
Search Engine listing results from:
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Search Campaign that bids
on competing dealership
names as a keyword
Courtesy Chevrolets own in-
house SEM campaign
managed on a daily basis by
CRM dept. Having multiple
and separate SEM campaigns
allows Courtesy to dominate
the search results, and pay
only for the one click that
usually results from the
search.
Competing Dealership Name Key Word Targeting
SEM Vendor Campaign
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3rd Party Branded Stealth Site that captures
Leads from customers getting book value
#1 CTR of
All Time!
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Highest CTR
Ever Recorded
by Google for
Dealer Ads!
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Courtesys AZCentral.com Online Advertising Campaigns drive consumers to Deep Links into specialized content within Courtesy Chevrolets web site that is directly relevant to the GM vehicle promotion This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
December, 2006 AZCentral.com & Cars.com
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Courtesys AZCentral.com Online Ad Campaigns drive consumers to Landing Pages that use specialized content that is directly relevant to the special offer or promotion used in the ad itself. This campaign focused on showing consumers with tarnised previous credit that they can drive a new Chevy while restoring their good credit.
AZCentral.com & Cars.com
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Behavioral Targeting
On-site Behavioral Targeting increases conversion 40-200%- TouchClarity.com
Behavioral targeting technologies work by anonymously
monitoring and tracking the content read and sites visited by
a designated unique user or IP, then serving specific
advertising content to these prospective customers based on
their likelihood of responding to the campaign.- SearchEngineJournal.com
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Contextual Search Targeting
Examples of Search Queries matched to
Guerrilla Marketing Microsites, Landing
Pages and Offer Sites
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
www.Edmunds-Chevrolet.com
Highest Sales Satisfaction A Marketing Opportunity!
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Highest Sales Satisfaction A Lead Gen Opportunity!
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Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Banned by
General
Motors!
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Questions and Answers
Ralph Paglia
Cell: 505-301-6369
www.RalphPaglia.com
Reference Links:http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://Adwords.Google.com
http://Google.com/Analytics