ford line of sight dealer conference digital advertising presentation by ralph paglia

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Ralph Paglia Ralph Paglia Director – Digital Marketing ADP Dealer Services Digital Marketing & Advertising Digital Marketing & Advertising Strategies for Ford Dealers Strategies for Ford Dealers

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Page 1: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Ralph PagliaRalph PagliaDirector – Digital Marketing ADP Dealer Services

Ralph PagliaRalph PagliaDirector – Digital Marketing ADP Dealer Services

Digital Marketing & Advertising Strategies Digital Marketing & Advertising Strategies for Ford Dealersfor Ford Dealers

Digital Marketing & Advertising Strategies Digital Marketing & Advertising Strategies for Ford Dealersfor Ford Dealers

Page 2: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Offline Media Trends Similar to Web Ad TrendsOffline Media Trends Similar to Web Ad Trends Repeat Strategy in Selected Areas Repeat Strategy in Selected Areas

“Publisher”

Vie

wer

ship

• Explosion of online content

• Advertisers can’t find shoppers

• Publishers can’t find advertisers

Page 3: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

ACTUAL RESULTS ACTUAL RESULTS CASE STUDY SNAPSHOTCASE STUDY SNAPSHOT

Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total Buying Radio Spots in Phoenix, we ran 4,961 Thirty Second commercials at a total cost ocost of $10,635 resulting in a cost per spot at less than $2.15 eachf $10,635 resulting in a cost per spot at less than $2.15 each… The equivalent … The equivalent average cost per spot buying the same Dayparts and reach through local radio media average cost per spot buying the same Dayparts and reach through local radio media salespeople would have been over $25 per spot. salespeople would have been over $25 per spot. How can that be? How can that be?

Page 4: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 5: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 6: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 7: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

When we check on When we check on Albuquerque, acting like Albuquerque, acting like we work we work for Rich Ford, for Rich Ford, we find 24 Radio Stations we find 24 Radio Stations have provided Google have provided Google with direct inventory with direct inventory accessaccess……

Page 8: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

So, what would be So, what would be available to Rich Ford available to Rich Ford if we wanted all the if we wanted all the inventory we could get, inventory we could get, running Radio Spots running Radio Spots 24 hours a day, bidding 24 hours a day, bidding on a CPM basis…on a CPM basis…

Page 9: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Running Radio Spots Running Radio Spots 24 hours a day, paying 24 hours a day, paying $1.59 on a CPM basis, $1.59 on a CPM basis, we would get 8,042 we would get 8,042 spots at a $10,611 total, spots at a $10,611 total, comes out to $1.32 comes out to $1.32 per Spotper Spot

Page 10: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

What if we Ran Rich What if we Ran Rich Ford’s Radio Spots Ford’s Radio Spots ONLY DURING PRIME ONLY DURING PRIME DRIVE TIME, Monday DRIVE TIME, Monday through Friday, paying through Friday, paying on a CPM basis… on a CPM basis… On 24 Albuquerque & On 24 Albuquerque & Santa Fe Radio Stations?Santa Fe Radio Stations?

How Many Spots can we get, and at What Cost?How Many Spots can we get, and at What Cost?

Page 11: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Running Radio Spots ONLY Running Radio Spots ONLY

DURING PRIME DRIVE TIME, DURING PRIME DRIVE TIME,

on 24 Radio Stations in on 24 Radio Stations in

Albuquerque/Santa Fe market, Albuquerque/Santa Fe market,

paying on a $2.13 CPM basis, paying on a $2.13 CPM basis,

we would get 3,335 spots at a we would get 3,335 spots at a

$8,932 total campaign cost, $8,932 total campaign cost,

which comes out to $2.68 which comes out to $2.68

Average Cost per Prime Drive Average Cost per Prime Drive

Time SpotTime Spot

Page 12: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Normally we would check Normally we would check the box “I already have the box “I already have an ad” and then upload an ad” and then upload our 30 second radio spots our 30 second radio spots to be pushed directly into to be pushed directly into each stations rotation each stations rotation software and then software and then broadcast… broadcast… But, I still need to get the But, I still need to get the spots (and permission) spots (and permission) from Dennis!from Dennis!

Page 13: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

We saved the campaign and only We saved the campaign and only

need Dennis Snyder to supply need Dennis Snyder to supply

the 30 second spots he wants the 30 second spots he wants

to run so we can upload them to run so we can upload them

into Google’s system and pull into Google’s system and pull

the trigger…the trigger…

Page 14: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 15: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 16: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Back to the Campaign Summary Screen, we see that Google will let us Back to the Campaign Summary Screen, we see that Google will let us bid on local newspaper advertising…bid on local newspaper advertising…

Page 17: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Google Print Ads… Let’s see if we could save Rich Ford any money Google Print Ads… Let’s see if we could save Rich Ford any money on buying newspaper display ads.on buying newspaper display ads.

Page 18: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

In this initial In this initial starting section, starting section, we are going to we are going to see if any see if any newspapers newspapers in Rich Ford’s in Rich Ford’s market area have market area have signed up with signed up with Google...Google...

Page 19: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 20: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

We Select the NewspaperWe Select the Newspapersection we wantsection we want

Page 21: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Next, we select the size of Newspaper Ad we want to run,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 In this case we know that Rich Ford likes to own the whole page

Page 22: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Now, we bid on the Saturday full page adNow, we bid on the Saturday full page ad

And, we bid on the Sunday full page ad…And, we bid on the Sunday full page ad…

Page 23: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

In this example, $951.85 on SaturdayIn this example, $951.85 on Saturday(we “low balled” the newspaper bid)(we “low balled” the newspaper bid)

At $1,324.92 for a Full Page,At $1,324.92 for a Full Page,we low balled the Sunday bid as well.we low balled the Sunday bid as well.

Page 24: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 25: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Next, we enter a Next, we enter a short description, short description, then save the then save the campaign..campaign....

Page 26: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Just like the Radio campaign, Just like the Radio campaign, we get a summary description we get a summary description and links to edit the Newspaper and links to edit the Newspaper campaign later on..campaign later on....

Page 27: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

In less than an In less than an hour, we set up hour, we set up Online Display Online Display Ads, Search Ads, Search Engine Ads, Radio Engine Ads, Radio Ad Campaigns on Ad Campaigns on 24 stations, and a 24 stations, and a Saturday/Sunday Saturday/Sunday FFull Page ull Page Newspaper Ad Newspaper Ad Campaign.Campaign.

Page 28: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

AutomotiveAutomotiveDigital MarketingDigital Marketing

Looking Forward = Follow the User

Page 29: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 30: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia
Page 31: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Campaign paused to resolve complaints

to OEM from competing dealers

Page 32: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Ford Dealer Display Advertisement placed on FordF150.net siteFord Dealer Display Advertisement placed on FordF150.net site

Page 33: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Ford Dealer listings on Google Maps…

“Local Business Results”

Ford Dealer listings on Google Maps…

“Local Business Results”

Page 34: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Sponsored Links (Paid SEM Ads) are listed at top and right side of search results page…

Sponsored Links (Paid SEM Ads) are listed at top and right side of search results page…

Page 35: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Organic (free) web site Links are listed in the middle/left/lower section of the search query results page…

Organic (free) web site Links are listed in the middle/left/lower section of the search query results page…

Page 36: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

In Dallas, TX we are using Digital Marketing to assist CBS in driving traIn Dallas, TX we are using Digital Marketing to assist CBS in driving traffic ffic to DFWvehicles.com to support their TV, Radio and Outdoorto DFWvehicles.com to support their TV, Radio and Outdoor..

Page 37: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

“Video accounts for a 60% share of Internet traffic and that number will soar.”

“This is the most exciting time you could ever enter marketing; the world has been turned on its ear. I call this the ‘I’ll decide, not you’ generation.”

John Hayes, CMO, American Express(Fortune, October, 2006)

Going Forward, It’s a “Video Web”Going Forward, It’s a “Video Web”Going Forward, It’s a “Video Web”Going Forward, It’s a “Video Web”

Page 38: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Expect to See Common Themes Expect to See Common Themes in New Digital Marketing Offeringsin New Digital Marketing Offerings

• Familiar online advertiser facing interface (AdWords)

• Timely & accurate measurement/reporting

• Flexible targeting

• Efficient pricing

• Automated workflow

• Marketplace for producers & consumers of creative assets

• Extensions for third parties

Page 39: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Google Offers the Most Complete Digital Marketing Google Offers the Most Complete Digital Marketing Platform for BOTH Online and Offline Media BuyingPlatform for BOTH Online and Offline Media Buying

Connect with Consumers

When They Research and Pursue Passions

with Google’s

Content Network

Connect with Consumers When They

Search Online

with Google’s

Search Solutions

Connect with Consumers

When They Go Beyond Sites

with Google’s

Products

Page 40: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Search Engine Marketing and Optimization

Behavioral and Geotargeted Ad Network Placements

Eye Catching Display Advertising Content

Microsites and Landing Pages that convert click-throughs into showroom visitors,

phone calls and web leads

Keyword-rich URL’s pointed at Deep Links into specific web site content

Chevrolet-Silverado.com Chevy-Malibu.comAvalanche-Chevrolet.com Impala-Chevrolet.com

Chevy-Finance.com

Placement of Dealer Ads into Online Advertising Networks

What is Digital Advertising?What is Digital Advertising?

Page 41: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

1.Assign a Credit Card for Dealership DM use…

2.Go to www.Adwords.Google.com and create an account for dealership

3.Go to www.FordSEM.com and get a no-charge Search Marketing Analysis sponsored by Ford Digital Marketing Team… A Ford DM Team specialist will review results with you.

Ford Digital Marketing Calls To Action:

Page 42: Ford Line Of Sight Dealer Conference Digital Advertising Presentation by Ralph Paglia

Ralph PagliaRalph PagliaRalph PagliaRalph Paglia

Best PracticesBest PracticesBest PracticesBest Practices