Chicago Area Auto Group Proposed Digital Advertising Strategy and Tactics

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Chicago Area Auto Group Proposed Digital Advertising Strategy and Tactics...For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com

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<ul><li><p>AccountabilityThe table below shows projections for the Rohrman Auto Group based on previous experience, stores and using the projected budgets shown for digital advertising.</p><p>The Bob Rohrman Auto Group </p><p>Ad Groups by Targeted URLsLeadsLeadsLeadsLeadsLeadsLeadsLeadsLeadsLeadsLeadsLeadsLeadsLeadsLeadsMicro Sites, Deep Links &amp; Landing PagesKey Words or URL Based Site TargetsBid Amounts &amp; Daily LimitsSEM Campaigns by Targeted SegmentsImage Ads &amp; Sponsored LinksLeadsLeadsLeadsDigital Marketing Campaigns for Rohrman will create a powerful sales funnel Each Section Measured</p></li><li><p>Digital Advertising</p><p>Banner Ads; 468 pixels wide x 60 pixels tallLeaderboard; 728 pixels wide x 90 pixels tallInline (box ads); 300 pixels x 250 pixels &amp; 338 x 292Small Squares; 200 pixels x 200 pixels &amp; 250 x 250Skyscraper; 120 pixels wide x 600 pixels tallWide Skyscraper; 160 pixels wide x 600 pixels tall</p></li><li><p>Digital Advertising</p></li><li><p>Types of Online Advertsing:Pay for Placement by Time (monthly fee)Pay per Click (PPC or CPC)Pay per Thousand Impressions (CPM)Pay per Conversion (Leads and/or Calls Generated)How to Get it Done:Self Managed Do It YourselfInteractive Advertising Agencies ($$$)Search Engine Marketing Services Providers (15%+fees)Dealer Advertising Cooperative AssociationsKey Factor: Placement and Cost Per Impression advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accounts</p></li><li><p>4wdandsportutility.com 4wheeloffroad.com aboutchevrolet.com autoblog.com autobytel.com autodealersfinder.com autoguide.com automart.com automobilemag.com automobiles.com automotive.com autotrader.com autoweb.com autoweek.com car-dealerships-by-city.com car.com caranddriver.com cardealersusa.com carfinderservice.com cars.about.com carsmart.com cartalk.com chevyhhr.com chevyreviews.com chevytrader.com cobaltss.com corvetteforum.com dealsonwheels.com denalitrucks.com edmunds.com espanol.autobytel.com familycar.com fjcruiserforums.com ford-trucks.com fullsizechevy.com gm-trucks.com insidercarsecrets.com intellichoice.com invoicedealers.com itrustmotors.com jeepforum.com motortrend.com mydealerships.com mynewcarpurchase.com new-car-dealerships.com newcartestdrive.com pickuptruck.com safecarguide.com smartcarfinder.com theautochannel.com thecarconnection.com toyotanation.com traderonline.com truck-guide.com trucks.about.com trucks.autoblog.com trucktrend.com truckworld.com tundrasolutions.com usedcarsale.com usedcorvettesforsale.com womanmotorist.com youtube.com::AutoVehicles 300x250,Middle rightTargeted Web Site Advertising </p></li><li><p>16,266 Online Car Shoppers driven to Courtesy Sites in 4 months.$1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site$1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisementOnline Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.</p></li><li><p>Build and Launch Ad Campaigns59 Online Car Shoppers clicked this ad and visited Courtesys inventory for a cost of $48.2259 Online Car Shoppers clicked this ad and visited Courtesys inventory for a cost of $48.22$.82 per Web Site Visitor A 6% Conversion Rate, generates a Cost per Lead of less than $14.00</p></li><li><p>$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 eachManage Campaigns to Drive Cost per Visitor Down</p></li><li><p>$358.60 for 190 Visitors = $1.89 each$150.34 for 85 Visitors = $1.77 each$32.16 for 12 Visitors = $2.68 each$48.72 for 42 Visitors = $1.16 eachManage Campaigns to Drive Cost per Visitor Down</p></li><li><p>$358.60 for 190 Visitors = $1.89 each$105.20 for 39 Visitors = $2.70 each$32.16 for 12 Visitors = $2.68 each$35.62 for 24 Visitors = $1.48 eachManage Campaigns to Drive Cost per Visitor Down</p></li><li><p>Digital Marketing Sales Results33,257,657 Car Shopper Impressions Generated29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and micro sites2,248 Electronic Leads and Phone Calls Generated177 Vehicles Sold44 Avg. Sales per Month$71,801.30 invested in Digital Marketing Campaigns$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)*CASE STUDY: Courtesy Chevrolet San Diego Digital Marketing Campaigns From April through July, 2007 (4 months):*$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD</p></li><li><p>We created a portfolio of key word enriched URLs connected to multiple web sites and deep links, generating lower cost, higher yield online advertising.</p></li><li><p>URL PortfolioCourtesySanDiego.com CourtesyChevySanDiego.com SD-Chevy.com SD-Used-Cars.com SD-Chevrolet.com ChevyCorvetteSanDiego.com www.SDCorvetteKing.com SD-Corvette-King.com SD-Corvette.com CorvetteSanDiego.com San-Diego-Corvette.com Chevy-Nation.com SanDiego-Chevy-Trucks.com Chevrolet-Nation.com San-Diego-Chevy.com Chevy-Specials.com New-Chevy.com Used-Chevy.com 199payments.com Chevrolet4x4.com Chevrolet-4x4.com MissionValleyChevrolet.com SDNewChevrolet.com SDNewChevy.com SD-Used-Chevy.com SD-Car-Loans.com Marines-Chevy.com Navy-Chevy.com SD-Chevy.com SD-Chevrolet.com Chevrolet-California.com San-Diego-Chevrolet.com ChevyCA.com ChevyCalifornia.com California-Chevrolet.com Chevrolet-SanDiego.com SanDiego-Chevrolet.com Chevy-California.com Chevy-CA.com SanDiego-Chevy.com BuyChevy-GetCruise.com www.BuyAChevyGetACruise.com KingOfVettes.com King-Of-Corvettes.com CaliforniaCorvetteKing.com Corvette-King.com California-Corvettes.com California-Corvette.com SDChevysale.com SDChevySales.com ChevroletIncentives.com SD-Certified-Used.com MyChevy-MyWay.com SanDiegoChevyTahoe.com AutoTrader-SanDiego.com </p></li><li><p>Build your SEM campaigns for strategic cohesiveness with dealerships general market advertising and integrate with other media for management team buy-inClearly defined SEM and Site Targeted advertising budget and commit your management team to sustain that Online Advertising budget for at least 6 monthsYour Lead Management Process (LMP) and the team that executes it must be staffed and trained to convert increased lead volume into increased salesUse Deep Links, Landing Pages and Micro-Sites that can be trackedAvoid sending click-throughs to your dealerships home page where both the customer and your ability to track results gets lostMeasure all traffic generated, along with phone calls and eLeads received Use Referring URLs like toll free numbers from Whos Calling, CallBright &amp; CallsourceReview results and online marketing metrics at weekly manager meetings Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent and supplement with lead and sales counts as accurate as you are ableWhen first starting, give SEM budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on SEM landing pages and deep links into relevant content within your primary sites. Check your primary site referring URLs for Form Views in Omniture Site CatalystKey Executables for Digital Marketing Campaigns:</p><p>SEM-to-Leads Strategy Funnel</p></li></ul>

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