mazda digital advertising 03 17-2009
TRANSCRIPT
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ADP Digital AdvertisingDriving Results
Presented On:February17, 2009
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ADP Digital Advertising
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Targets 7 key “in-market” consumer behaviors
Digital Advertising Campaigns– Get a quote– Virtual test drive– Searching vehicle inventory– Offer-driven– Trade-in value– Specific make/model search– Special financing
Display Advertising: Flash Banner Ads
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ADP AdVantage - Ad Builder
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ADP Ad Network
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DoubleClick Reporting
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ADP Search Marketing
Paid Search Marketing• Impressions• Impression Share• Clicks• Click through rate
(CTR)• Cost per click (CPC)• Average Position
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Search Campaign Tracking
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Search Placement / Keyword Report
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Site Centric Reporting
Omniture Site Catalyst and Search Center Reporting
• Dealer Dashboards• Phone Calls• Web Leads• Conversion Rate• Cost Per Lead• Bounce Rate• Website Pathing• Time Spent on Site• Organic vs Paid
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Omniture Dealer Dashboards
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Organic to Paid Keywords Report
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Search Engine Optimization Rankings
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Global Omniture Suite
Search Terms
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Omniture Global Report Suite
Compare Sites
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Competitive Analysis
Compare Competitive Set– Benchmark growth– Visitor Length– Demographics– Competitor Keywords– Advertising Opportunities– Upstream traffic– Downstream traffic
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HitWise Competitive Analysis: Clickstream
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HitWise Competitive Analysis: Search Terms
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Compete – Unique Visitors
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Google AdPlanner and Trends
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Search Analytics - Keyword Discovery
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Communicating Reports – VMAR and Analysts
Roles & Responsibilities: – PLAN– EXECUTE– MEASURE/REPORT
This equates to:– Evaluate dealership current marketing
and advertising activities– Develop annual, quarterly and monthly
advertising calendars– Work with dealer on budget
development and spend– Execute marketing campaigns– Report and assess results to improve
dealer ROI – Benchmark results and recommend
best practices– Coordinate campaigns
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ADP Integrated Marketing
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Dealer Dashboard – Tying it all together
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Dealer Dashboard – Tying it all together
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Dealer Dashboard – Tying it all together
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Dealer Dashboard – Tying it all together
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Dealer Dashboard – Tying it all together
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Integrating campaigns across tier I - III
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Integrating Campaigns - Next Steps?
• Access to assets
• Advanced notification of new campaigns
• Sharing of data
• Incentive Feeds
• Conference call and meeting schedule