Download - Kia digital advertising 02 17-2009
ADP Digital AdvertisingDriving Results
Presented On:February17, 2009
ADP Digital Advertising
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
Campaign Examples at www.FordDigital.comCampaign Examples at www.FordDigital.com
ADP AdVantage - Ad Builder
ADP AdVantage - Asset Manager
ADP Ad Network
DoubleClick Reporting
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
Search Campaign Tracking
Search Placement / Keyword Report
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
Omniture Dealer Dashboards
Organic to Paid Keywords Report
Search Engine Optimization Rankings
Global Omniture Suite
Search Terms
Omniture Global Report Suite
Compare Sites
Competitive Analysis
Compare Competitive Set– Benchmark growth– Visitor Length– Demographics– Competitor Keywords– Advertising Opportunities– Upstream traffic– Downstream traffic
HitWise Competitive Analysis: Clickstream
HitWise Competitive Analysis: Search Terms
Compete – Unique Visitors
Google AdPlanner and Trends
Search Analytics - Keyword Discovery
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
ADP Integrated Marketing
Dealer Dashboard – Tying it all together
Dealer Dashboard – Tying it all together
Dealer Dashboard – Tying it all together
Dealer Dashboard – Tying it all together
Dealer Dashboard – Tying it all together
Integrating campaigns across tier I - III
Integrating Campaigns - Next Steps?
• Access to assets
• Advanced notification of new campaigns
• Sharing of data
• Incentive Feeds
• Conference call and meeting schedule