microSite Requirements for Car Dealer Digital Marketing Strategy

Download microSite Requirements for Car Dealer Digital Marketing Strategy

Post on 19-Jan-2016

6 views

Category:

Documents

0 download

DESCRIPTION

car doc

TRANSCRIPT

  • ADP Digital Advertising Marketing Requirements for:

    2. MICRO-SITES and LANDING PAGES

    In order to be most effective and ultimately provide the highest lead conversion rate for our dealers, we should consider offering a set of standardized (template) micro-sites for a set, lower fee. However, if a dealer would like a custom micro-site outside of the list of standards, we will be able to accommodate them for a higher fee.

    The following are a list of baseline requirements or navigation offerings that should be available with each micro site:

    1. Consumers are brought here either by display ads listed on the previous page, or as a result of registering the micro sites root domain URL with search engines such as Google and Yahoo for indexing and subsequent ranking.

    2. Micro Sites must be designed to support the use and hosting of unique URLs as the root domain on the server where the sites will be hosted.

    3. URL acquisition and DNS hosting requirements will be configured in a manner that allows either the dealer or ADP to supply the root domain for the micro site by simply transferring DNS hosting to ADP specified DNS server addresses. This will accommodate dealers who register specialized vanity URLs through vendors such as Network Solutions, GoDaddy.com and PowerPipe.com.

    4. Micro sites will make use of XML form submission in the industry standard ADF format containing properly tagged source field identifiers. This requirement allows leads generated by the micro sites to be identified and tracked within industry standardized lead management tools, as well as in the NetTrack/BuzzTrack lead management tool.

    5. Should be site-agnostic meaning, the dealers other websites do not have to be supplied by BZ in order for the dealer to buy a micro site from us.

    6. Inventory micro sites will be developed in conjunction with support from our current data provider, HomeNet. Non-BZ clients who sign up for inventory micro sites must first be enrolled as a BZ client so that we can pull the data using HomeNet for presentation on the site.

    7. Micro-sites will be built in a hybrid of Flash and HTML format 8. Micro-sites will be designed to facilitate indexing by search engine spiders or

    bots. This design requirement will improve their value proposition to dealers and will set the stage for search engine optimization services from ADP Digital Marketing.

    9. Each micro-site template will be designed to contain highly focused content relevant to specific subjects that are associated with key words and phrases that retail automotive consumers typically search for online.

    10. Micro-sites will deliver relevant content highly specific to the consumers desired search results. The micro-sites will deliver to the value proposition of the search engines themselves, while providing ADP with the Digital Advertising Campaign landing pages that will drive up quality scores, reducing participating dealer Cost Per Click (CPC) marketing costs and further increasing the support for a robust gross profit model.

  • Digital Advertising High-Level Marketing Requirements

    We have identified seven common consumer behaviors during the automotive shopping experience. Those behaviors are driving the product offering of standard micro sites be will be offering in our digital marketing solution (first release). The list includes the following:

    1. Consumers looking to browse available new and used inventory 2. Consumers who want to know the value of their trade-in3. Consumers who are looking for a deal or offer4. Consumers looking for a price quote on new or used vehicle5. Consumers who want to kick the tires in a virtual test drive6. Consumers seeking photos, specifications and information on a specific

    make/model of car, or an upcoming new model introduction that a dealer wants to attract attention to. (ie: www.BayAreaAccord.com)

    7. Consumers seeking alternative sources of auto loan credit, or special auto financing consideration due to previous events in their lives that led to negative or derogatory credit bureau reports and their being labeled as less than desirable credit risks.

    10/8/2012 2 ADP Confidential

  • Digital Advertising High-Level Marketing Requirements

    Microsite Type #1: Find a Car: New and Used Inventory Micro Sites These micro sites will provide a direct feed of current inventory pulled and presented by HomeNet. (NOTE: During the September 5-6 strategy meetings, there was a discussion around having HomeNet develop the page on our behalf based upon our design requirements.)

    The following URL provides a good example of best practices in providing inventory micro sites today:

    http://sheehyfordlmrichmond.com/Pages/v2/Virtual2/UsedDetails.aspx? c=718&p=3&v=108079&engine=froogle (ClickMotive example)

    Whether the consumer comes in from the new or used option on the relating digital advertisement, or directly from a search engine, they will be asked for the following information:

    Make Model Year

    o If coming in through the new option, they should be served up current and future model years (ie. 2007 & 2008)

    o If coming in through the used option, they should be served up the standard list of years)

    Once they fill in the information there will instructed to click on the Next button where:

    If there are no vehicles available that match their description, they should be prompted to either try again with altered requirements or prompted to click on the go to dealer website now where they will be delivered to the appropriate vehicle inventory section of the dealer website.

    If there are vehicles available, they will be served up with a live list of vehicles currently available from the dealership.

    They should then be able to select a particular vehicle in the list to get drill-down information on the vehicle in stock, which actually links them deep within the dealer website, where standard website navigation can take over.

    The navigation options offered with this site would include the following:

    Go to dealer website now Quit (take consumer back to website that brought them here) Descriptive text hyperlinks to all other ADP supplied micro sites for the individual

    dealership franchise served by this individual micro site

    10/8/2012 3 ADP Confidential

  • Digital Advertising High-Level Marketing Requirements

    Microsite Type #2: Trade In ValueThe purpose of this micro site is to serve the needs of those who would like to know what their current vehicle is worth upon trade in at the dealership. The ultimate goal of this micro site is to get the consumer to describe their car and then give their contact information so someone can call them with the value. As an add-on, we can offer an embedded link (navigation button) to the Kelley Blue Book site to get a valuation. (This option may require an up-charge to the dealer?)

    Example sites to review for best practices include the following:

    http://webuychevys.com/ (Paglia designed, Fresh Start Studio hosted example) http://kbb-value.com/ (BZ example, Requires partnership with KBB, additional

    dealer spend. This would be available only as an option button on the Trade-in microsite)

    This micro-site consists of 3 pages (NOTE: Can we simplify this down to 1 or 2 pages?) each representing a step the consumer needs to go through in order to get their trade-in value. These three pages can be described as follows:

    Page One: Step One Capture the consumer high-level information on the vehicle they want to

    trade in (year, make, model) Ask them if the want: trade-in value, cash value, or both Next button

    Page Two: Step Two Check options and conditions Next button

    Page Three: Step Three Collect contact information:

    o Nameo Email addresso Confirm email addresso Phone

    Next button

    Once they get to the end of page three/Step Three, an email should be sent to the dealership and the consumer be delivered to the dealership web site.

    The standard navigation options for this site available on each page should include: Go to dealer website now Quit or Exit takes them back to the serving website

    The following are all optional (bottom of the page) navigation accessories for this site if the dealer has developed relationships with third parties who provide the back-end functionality:

    Call me now (CallSource link) KBB value (Kelley Blue Book link)

    10/8/2012 4 ADP Confidential

  • Digital Advertising High-Level Marketing Requirements

    Descriptive text hyperlinks to all other ADP supplied micro sites for the individual dealership franchise served by this individual micro site

    Microsite Type #3: Coupon OfferIt is simply human nature to go for the bargain; we all love coupons and freebies. This micro suite opportunity will provide a little something for the effort of actually stepping into a dealership and taking a test drive or better yet, buying a car. A couple of example sites to review include the following:

    http://yougotgas.com/ (BZ prototype) http://freegmoilchange.com/ (Paglia designed, Fresh Start Studio hosted)

    The layout, data entry requirements, and ultimate number of pages of this micro-site depend on the offer presented in the companion digital advertisement that brought the consumer to this location. For simplicity and ease of template development, perhaps we should limit the coupon micro sites available to a handful, with a custom option available for an up-charge to the dealer. Recommended offers include:

    Free gas Free oil change $$ coupon upon purchase Special interest rate the actual percentage is at the discretion of the dealership

    (ie. 0%, 1.99%, etc) Custom offer requires account manager or production team intervention and

    development support.

    In each of these options, the basic screen interface is the same: we ask for the consumer to fill out the following information:

    Name Email Address Repeat email address Phone Make/Model/year of car they are looking for (optional field)

    Once the data is entered, the consumer can print a coupon for the offer presented. An email is sent to the dealership with the information entered.The confirmation page that appears after the consumer submits their information will display: Descriptive text hyperlinks to all other ADP supplied micro sites for the individual

    dealership franchise served by this individual micro site

    10/8/2012 5 ADP Confidential

  • Digital Advertising High-Level Marketing Requirements

    Microsite Type #4: Price QuoteThis micro site provides an excellent opportunity to capture exactly what a consumer is looking for so that the sales person who returns the call can be equipped with the appropriate information. Some example sites to review include the following:

    http://chevypricequotes.com/ (BZ prototype) http://phxchevydealer.com/ (Paglia designed, Fresh Start Studio hosted with

    Inventory links into HomeNet model presorts))

    www.priceyourhonda.com (BZ micro site was launched, then cancelled by Anderson Honda)

    The landing page of this micro site will primarily be a form-fill-in site to capture: Name Email address Repeat email address Year Make Model Check all that apply:

    o Have trade ino Will be paying with casho Will need financingo Other (offer text box for consumer to enter free-form communication)

    Additional information about the vehicle you are looking for: (text box for free-form communication)

    The standard navigation options for this site available on each page should include: Get quote now

    o This will send an email to the dealership and deliver the consumer directly to the dealership web site

    Go to dealer website nowo Just in case they dont want to fill in the information requested, but

    would still like to learn more about the vehicle or dealership Quit or Exit takes them back to the serving website

    The following are all optional (bottom of the page) navigation accessories for this site if the dealer has developed relationships with third parties who provide the back-end functionality:

    Call me now (CallSource link) KBB value (Kelley Blue Book link) Descriptive text hyperlinks to all other ADP supplied micro sites for the

    individual dealership franchise served by this individual micro site

    10/8/2012 6 ADP Confidential

  • Digital Advertising High-Level Marketing Requirements

    Microsite Type #5: Take a Virtual Test DriveThis micro site allows us to show off, and make good use of, our VDT product. Research has proven that interactive and engaging web content drives up consumer interest and ultimate conversion, and our virtual test drive product fits that bill nicely.

    Consumers will be served up this micro site if they click on the digital advertisement that offers this option. The corresponding banner ad will be of a specific new car make/model offered by the dealership. Therefore the landing page/micro site will offer that specific vehicle for a test drive.

    There are currently 18 components available for the VDT product offered by BZ. We can make each one available on the micro site for the consumer to choose from. These options can be made available for the consumer to choose from, presented in pull-down menu format.

    Examples of BZ Results VTD sites used as micro sites:www.PhoenixChevyTahoe.com www.SanDiegoChevyTahoe.com www.PhoenixChevyMalibu.com www.SanDiegoChevyMalibu.com www.PhoenixChevyImpala.com www.SanDiegoChevyImpala.com

    Navigation options for this micro site include the following:

    Take another test driveo If this option is selected, they will be asked for the Make, Model and Year

    before they hit the Drive Now button to take a VTD of another vehicle Get a quote

    o If they are interested in the vehicle, this option will take them to another page where they will be asked for:

    Name Email address Repeat email address Phone

    The consumer will then coached to select the Send button which will deliver an email to the Internet sales department, and take the consumer directly to the dealer web site.

    Call me nowo This option will serve up the CallSource screen (up-charge) so that a rep

    can call them immediately regarding the vehicle. Go directly to dealership

    o Takes consumer to the dealers web site. Exit

    o Takes them back to the website they were on before activating the digital ad

    Descriptive text hyperlinks to all other ADP supplied micro sites for the individual dealership franchise served by this individual micro site

    10/8/2012 7 ADP Confidential

  • Digital Advertising High-Level Marketing Requirements

    Microsite Type #6: Model Specific Micro-SitesModel specific micro-sites will be templated to provide off the shelf readiness for dealers selling the subject matter makes. This will allow improvement and optimization over time that can be easily distributed throughout the network of ADP Digital Marketing dealers. After the initial 90 days of a dealers paid DM campaigns, the model specific micro-site can be indexed for more efficient search optimization due to the model specific micro-sites extreme focus on a specific subject that is often times exactly what car shoppers are searching for online. By delivering relevant content highly specific to the consumers desired search results, the model specific micro-site delivers to the value proposition of the search engines themselves, while providing ADP with the DM Campaign landing pages that will drive up quality scores, reducing participating dealer marketing costs and increasing the support for a robust gross profit model.

    During an online car shoppers research cycle, the gathering of model-specific information is likely to occur before there is an interest in a specific dealership. With rich content that is organically relevant to what car shoppers are seeking there is a natural advantage to model specific micro-sites that result in their high ranking within organic search results. This same content focus on a specific model that is the sole subject of a model specific micro-site also contributes to a higher quality score within paid Search Engine Marketing campaigns that target keywords related to the micro-sites subject model. Model specific micro-sites should be built around the following elements:

    Search Engine Spider indexable text content including model variation designations and vehicle content differences. (keyword & paid search)

    Base MSRP and Factory Invoice costs to dealers by model and trim levels. (keyword & paid search)

    Root Domain URL that contains make and model keywords separated by hyphens (dashes) for broad search keyword indexing. The first 25 or less characters within URL text are most relevant for paid search domain display, with individual dealer routing hidden within domain extensions beyond the initial .com and embedded within the expanded targeting that search engines allow for sponsored links and content network ads.

    Photos of each model variation with the file names of those photos including text describing year, make, model, and trim levels. (Image search)

    The ability to take a VTD (where content is available from BZ)

    Model Specific Micro Site Examples:1. www.2008ChevyMalibu.com (BZ Results live prototype)2. www.2008ChevyCamaro.com (Paglia design, Fresh Start Studio) 3. www.2007Tahoe.com (BZ Results live prototype) 4. www.2007Silverado.com (Paglia design, Fresh Start Studio) 5. www.2007Suburban.com (Paglia design, Fresh Start Studio) 6. www.2007Avalanche.com (Paglia design, Fresh Start Studio) 7. www.HHR-Chevrolet.com (Paglia design, Fresh Start Studio) 8. www.SanDiego-Tahoe.com (Dealer.com microsite from Bob Baker)9. www.SanDiego-Silverado.com (Dealer.com microsite) 10. www.SanDiego-Cobalt.com (Dealer.com microsite from Bob Baker) 13. www.SanDiego-Aveo.com (Dealer.com microsite from Bob Baker)14. www.CourtesyCorvettes.com (Izmo micro site for San Jose store)

    10/8/2012 8 ADP Confidential

  • Digital Advertising High-Level Marketing Requirements

    Microsite Type #7: Special Finance Micro-SitesSpecial finance micro-sites will be templated to provide off the shelf readiness for dealers seeking secondary credit consumers seeking assistance in both improving their credit scores and in obtaining a car loan as part o the purchase process. This will allow improvement and optimization over time that can be easily distributed throughout the network of ADP Digital Marketing dealers. After the initial 90 days of a dealers paid DM campaigns, the special finance micro-site can be indexed for more efficient search optimization due to the micro-sites extreme focus on a specific subject that is often times the subject of intensive online research and will determine which dealer that a consumer will contact while searching online. By delivering relevant credit, banking, lending and automotive financing information highly specific to the credit challenged consumers desired search results, the special finance micro-site delivers to the value proposition of the search engines themselves, while providing ADP with the DM Campaign landing pages that will drive up quality scores, reducing participating dealer marketing costs and increasing the support for a robust gross profit model.

    During an online car shoppers research cycle, the gathering of credit and financing related information is likely to occur before there is an interest in a specific make or model vehicle or a specific dealership. With rich content that is organically relevant to what credit challenged car shoppers are seeking there is a natural advantage to special finance micro-sites that result in higher ranking within organic search results related to credit and financing. This same content focus on automotive lending and the impact of a consumers negative credit history as the sole subject of a special finance micro-site also contributes to a higher quality score within paid Search Engine Marketing campaigns that target keywords related to the automotive financing, credit history and credit scores. Special finance micro-sites should be built around the following elements:

    Search Engine Spider indexable text content including information on how credit scores are generated and why lenders use them. The differences between banks, credit unions and OEM captive lenders that supply indirect financing sources exclusively available through franchised dealers of that brand. (keyword & paid search)

    Historical prime rate and federal reserve discount rate information. (keyword & paid search)

    Root Domain URL that contains credit and finance related keywords separated by hyphens (dashes) for broad search keyword indexing. The first 25 or less characters within URL text are most relevant for paid search domain display, with individual dealer routing hidden within domain extensions beyond the initial .com and embedded within the expanded targeting that search engines allow for sponsored links and content network ads.

    Photos of smiling credit challenged people who have just received the keys to a new or pre-owned vehicle. The file names of those photos should including text describing automotive credit and finance terminology. (Image search)

    The ability to take a VTD (where content is available from BZ)

    Model Specific Micro Site Examples:1. www.PHXfinance.com (BZ Results live prototype)2. www.AZCentral-chevrolet.com (Cars.com produced landing page)3. www.Chevy-finance.com (BZ Results framed in DealerCentric app)

    10/8/2012 9 ADP Confidential