ford digital advertising 01 12 2009
TRANSCRIPT
![Page 1: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/1.jpg)
ADP Digital AdvertisingDriving Results
Presented On:January 12, 2009
![Page 2: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/2.jpg)
ADP Digital Advertising
![Page 3: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/3.jpg)
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
![Page 4: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/4.jpg)
Campaign Examples at www.FordDigital.comCampaign Examples at www.FordDigital.com
![Page 5: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/5.jpg)
ADP AdVantage - Ad Builder
![Page 6: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/6.jpg)
ADP AdVantage - Asset Manager
![Page 7: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/7.jpg)
ADP Ad Network
![Page 8: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/8.jpg)
Double Click Reporting
![Page 9: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/9.jpg)
ADP Search Marketing
Paid Search MarketingPaid Search Marketing• Impressions
• Impression Share
• Clicks
• Click through rate (CTR)
• Cost per click (CPC)
• Average Position
• Impressions
• Impression Share
• Clicks
• Click through rate (CTR)
• Cost per click (CPC)
• Average Position
![Page 10: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/10.jpg)
Search Campaign Tracking
![Page 11: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/11.jpg)
Search Placement / Keyword Report
![Page 12: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/12.jpg)
Google Audio
![Page 13: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/13.jpg)
Google Audio Reporting
![Page 14: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/14.jpg)
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
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
![Page 15: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/15.jpg)
Omniture Dealer Dashboards
![Page 16: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/16.jpg)
Organic to Paid Keywords Report
![Page 17: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/17.jpg)
Search Engine Optimization Rankings
![Page 18: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/18.jpg)
Global Omniture Suite – Search Terms
![Page 19: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/19.jpg)
Omniture Global Report Suite – Compare Sites
![Page 20: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/20.jpg)
Competitive Analysis
Compare Competitive Set– Benchmark growth– Visitor Length– Demographics– Competitor Keywords– Advertising Opportunities– Upstream traffic– Downstream traffic
![Page 21: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/21.jpg)
HitWise Competitive Analysis: Clickstream
![Page 22: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/22.jpg)
HitWise Competitive Analysis: Search Terms
![Page 23: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/23.jpg)
Compete – Unique Visitors
![Page 24: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/24.jpg)
Google AdPlanner and Trends
![Page 25: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/25.jpg)
Search Analytics - Keyword Discovery
![Page 26: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/26.jpg)
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
![Page 27: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/27.jpg)
ADP Integrated Marketing
![Page 28: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/28.jpg)
Dealer Dashboard – Tying it all together
![Page 29: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/29.jpg)
Integrating campaigns across tier I - III
![Page 30: Ford Digital Advertising 01 12 2009](https://reader030.vdocuments.site/reader030/viewer/2022032700/55d4db21bb61ebb77b8b4738/html5/thumbnails/30.jpg)
Integrating Campaigns - Next Steps?
• Access to assets
• Advanced notification of new campaigns
• Sharing of data
• Incentive Feeds
• Conference call and meeting schedule