64% 64%67% 68%
70%
75%
47%
54% 53%
59%
66%60%60%
54%
40%
61%^
26%
33%
43%47%
10%
20%
30%
40%
50%
60%
70%
80%
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
New Used
1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2008 New Autoshopper.com Studies2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2008 Used Autoshopper.com Studies
Automotive Internet Usage (AIU); New1 and Used2 Vehicle Buyers – 10 Year Trend
J. D. Power Autoshopper.com Study presented in Las Vegas 10/8/2008:
Automotive Internet Usage (AIU) rates continue to increase%
of
All
Ne
w a
nd
Use
d C
ar
Bu
yers
1© 2007 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.
Engaging the consumer for higher conversion rates
• Engaging, Simple to Use Web Site Designs• Easy, Flexible Content Management• Enterprise Content Management - Syndication• Inventory Display and Management• Multiple Lead Distribution Routing/Format Capabilities• Live Chat Integrated with Sites and eNewsletters• ADP Business Online Tools:
Secure Consumer AccountFinance OnlineService OnlineBuy Online
Why should Dealer consider ADP’s BusinessOnline capabilities as a significant factor in selecting their Dealer Web Site provider?
42%42%
White-listed eNewslettersPerformance Metric Our Average
Industry*• Delivery 99.8% 75.3%-84.9%• Open 20.9% 10.9%-
14.0%• Click 20.0% 5.2%-
13.3%• Avg Dealer List 4,000
Monthly Influenced Revenue(Average Dealer):• Service Appointments 16+ • Vehicle Sales 4+• Average Dealer Gross $9,456 • Repeat Customer Gross +$300
Annual Influenced ROI• Average Dealer Gross $113,472• Return 24 :1
Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation.
Digital Solutions Performance Consulting Team
1. Unique Visitors: Digital Marketing Efficiencies
2. Conversion Ratio: Site Content & Maintenance
3. Appointment Ratio: Lead Management Process
4. Show Ratio: Confirmation Process
5. Showroom Close Ratio: Preparation & Reception Process
Dealer ‘Vital Statistics’
Review
AnalyticsOmniture &
Competitive Intelligence
(ClickStream & HitWise)
Search Ads4. Keyword Enriched Sponsored Links & URL’s5. Contextually Optimized Deep Link Landing Pages
Organic Search1. Content Optimization2. UGC Link Popularity
3. Search Robots
Display Advertising 6. CTR Optimized Media 7. Targeting Networks 8. Key Site Placements
8 Points of Traffic Growth Synergy
Integrated Traffic Maximization Strategy
Organ
ic S
earc
h Res
ults
Paid Search Results
Paid
Searc
h R
esu
lts
– Generates increased consumer trust
– Increases perceived value by consumer
– Campaign integration
– Dealer budget drives incremental traffic
– Best value and results
– Higher Quality Scores = Lower Cost Per Click
Use of an Integrated SEO and SEM Strategy
Optimized Dealership presence in organic and paid search listings
reinforces and increases the results from both strategies:
Why the ADP Digital Advertising Team?Staff
– 20 full time search marketers / dedicated analysts– Broad Experience – many verticals, consumer / b2b, sales / lead, international– 2 to 10 years search experience – Dedicated VMR’s work with dealership managers
Search Engine Optimization– 2,000+ websites (BZ & Dynamic Websites, ADP ES Global)– 25% to 35% of ADP Website leads generated from organic search
Paid Search and Display Advertising– Manage ten million dollar ad spend– Google certified Search Marketing Team– Sophisticated campaign / bid management– ADP is a Google Enterprise Partner
Measurement– Omniture Analytics – on demand reporting– Search Analysis – links, rankings, campaign suggestions, leads– Competitor Analysis – we know the keywords that perform for your competition– Conversion Analysis – we have ongoing optimization of your campaigns
• Search Marketing– Impressions, Clicks, CTR– Web and Phone Leads– Compare Conversion Rates– Revenue, ROAS– Click Fraud Monitoring
• Visitor Reports– Visits, Referring Domains– Popular Pages, Pathing– Visitor Profiles
Omniture Web Analytics
Search and Display Advertising
AD
P Se
arch
Opt
imiz
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ory
AD
P Se
arch
Eng
ine
Spid
er
Opt
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vent
ory
AD
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ory
AD
P C
onve
rsio
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ptim
ized
Inve
ntor
y
Your
Web Site
Display Ads
Paid Search
TV
Post Visit MarketingIt’s cheaper to
convert a qualified prospect than to create a new one
Driving qualified
prospects to your site is expensive
Retargeting to Consumers Who Visited Your Site
Competitive Set– Benchmark growth– Visitor Length– Demographics– Competitor Keywords– Advertising Opportunities– Upstream traffic– Downstream traffic
Competitive Analysis: Benchmarking
Competitor Traffic Analysis: Clickstream
UPSTREAM – Websites visited before arriving at an Dealer COMPETITOR site
DOWNSTREAM– Websites visited after leaving an Dealer COMPETITOR site
A well orchestrated and easy transition
• Dedicated team with experience Account Management
Implementation Team
Development Team
Support Team
Field Training Team
• Phased Approach
Dealer Cost Reductions – 1 Partner (ADP)Optional items that Dealer is getting from third parties today that we could assist with…. • Bundled solution offering deeper discounts
Search Advertising and Display advertising Digital Marketing consulting Business Online - Finance On Line, Service Online, Buy Online eNewsletter Live Chat Vehicle videos Lead management Call tracking Google audio
All delivered from a company that is in it for the long haul
Optional Digital Marketing Solutions
• Search Engine and Website Display advertising• Digital Marketing Consulting• FinanceOnline• Vehicle videos• White-listed eNewsletter• Live Chat• Lead management• Call tracking• On-line Service Scheduling
AnalyticsOmniture &
Competitive Intelligence
(ClickStream & HitWise)
Search Ads4. Keyword Enriched Sponsored Links & URL’s5. Contextually Optimized Deep Link Landing Pages
Organic Search1. Content Optimization2. UGC Link Popularity
3. Search Robots
Display Advertising 6. CTR Optimized Media 7. Targeting Networks 8. Key Site Placements
8 Points of Traffic Growth Synergy
Integrated Traffic Maximization Strategy
Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation.
Digital Solutions Performance Consulting Team
1. Unique Visitors: Digital Marketing Efficiencies
2. Conversion Ratio: Site Content & Maintenance
3. Appointment Ratio: Lead Management Process
4. Show Ratio: Confirmation Process
5. Showroom Close Ratio: Preparation & Reception Process
Dealer ‘Vital Statistics’
Review
Finance on LineDealer-Controlled Pre-Approval Rules
• Uses Consumer Credit Report• Real-time Data
Secure Environment• Secure Transmission of Credit App• No Email of Sensitive Customer Data• Info Saved in Secure Account for Consumer to View, Edit, or Withdraw
Integration Points• Equifax, TranUnion, Experian• w.e.b.Credit• Buy Online• Lead Management / CRM
ADP’s Finance Online is Specifically designed to:• Target credit buyers• Increase visit-to-lead conversion• Capture more customer information• Provide rules-based pre-approval• Produce highly qualified organic leads
Where can Videos be Played?
eNewsletterPerformance Metric Our Average
Industry*• Delivery 99.8% 75.3%-84.9%• Open 20.9% 10.9%-
14.0%• Click 20.0% 5.2%-
13.3%• Avg Dealer List 4,000
Monthly Influenced Revenue(Average Dealer):• Service Appointments 16+ • Vehicle Sales 4+• Average Dealer Gross $9,456 • Repeat Customer Gross +$300
Annual Influenced ROI• Average Dealer Gross
$113,472• Return 24 :1
Live Chat
• Engage more browsers- 90% of customers leave your dealer site without leaving any information
• Serious Buyers- 88% of Live Chat users buy within a month
• Live Chat increases site stickiness- 40% say they would surf away from your site without Live Chat
• Allows you to build trust and rapport prior to visiting your store
• Live Chat leads close at a 1.6 times higher rate on average than dealer website leads
• Second highest closing online lead source behind Black Book Online
• Floor Traffic – 80% of Live Chat users physically visit your dealership
The Average Dealer ROI For Live Chat is 10:1 +
Monthly Live Chat Leads
11
Close Rate
on Live Chat Leads
28%
Average Monthly
Units Sold
3 Units
Total Monthly Dealer Gross
$4,467
SEO Development Enhancements
• Meta-tag Management – automation, defaults, protection
• Meta-tag Distribution – to many sites
• Domain level Meta-tag Management
• Multi-lingual Meta-tag Management
• URL Structure – Search optimization
• Inventory URLs – enable search engines to access inventory
• Site Map - optimization
