ncm metropolitan 20 group digital advertising

1Ford Lincoln Mercury Digital Marketing Team | April 7, 2023

FMC Lead Management DIGITAL TEAM

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INTRODUCTIONS: Ralph Paglia ADP Dealer Services Director - Digital Marketing OEM and National Accounts• Recognized industry expert in Automotive

Digital Marketing, Advertising, Lead Management and CRM Process design

• Responsible for driving 144,000+ leads to single-point Phoenix dealer in 2 years and developinga team that sold 4,000+ cars to Internet Leads in 2006.

• Strategic marketing planner and consultant to car companies, dealer groups and national enterprise automotive organizations

• Deep history of developing Digital Marketing strategies and tactical CRM implementation blueprints for dealers and car companies

• Managed first retail automotive pilot program for Google Audio while in beta testing while at Courtesy Chevrolet in 2005, 2006 and 2007

• Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal

ADP Dealer Services Director - Digital Marketing OEM and National Accounts• Recognized industry expert in Automotive

Digital Marketing, Advertising, Lead Management and CRM Process design

• Responsible for driving 144,000+ leads to single-point Phoenix dealer in 2 years and developinga team that sold 4,000+ cars to Internet Leads in 2006.

• Strategic marketing planner and consultant to car companies, dealer groups and national enterprise automotive organizations

• Deep history of developing Digital Marketing strategies and tactical CRM implementation blueprints for dealers and car companies

• Managed first retail automotive pilot program for Google Audio while in beta testing while at Courtesy Chevrolet in 2005, 2006 and 2007

• Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal

Ralph Paglia Cell: 505.301.6369 [email protected] Ralph Paglia Cell: 505.301.6369 [email protected]


Marketplace Digital is the Wild West Co-Op funding Three tiered approach


Digital Marketing - Approach Do It Yourself Digital Advertising (you do it)

Although it may seem complex, many forms of digital advertising can be done without extensive training. We share with you some of the latest ways you can get started- many of them are even Free!

In-Dealership Training - Digital Advertising (we help you) We are pleased to introduce an industry first; a training solution designed

specifically by Ford and ADP Dealer Services to train your dealerships how to advertise online. See the attached Appendix B for details.

Turnkey Digital Advertising Solution (we do it for you) Ford has partnered with ADP to offer your dealerships some of the most

advanced advertising solutions that are available today. If you would like to get started, but do not have the time to train your team


Placement Google Advertising Network: http://adwords.google.com

Site examples: CNN, MySpace, New York Post, Macworld, HowStuffWorks, Univision, AutomotiveForums, Swapalease, Kudzu and thousands more.

Yahoo! Advertising Network http://advertising.yahoo.com/central/solutions/auto/

Site examples: Ebay Motors, Yahoo! Autos, Yahoo! News, Yahoo! Email, Comcast, AT&T, Cars.com, WebMD, Forbes and thousands more.

Specific Media Advertising Network http://www.specificmedia.com/why-specific-media.php

ABC and affiliate stations, CBS Sportsline, Disney Internet Group, E! Online, MLB.com, Food Network and hundreds more.

Jumpstart Automotive Media Network http://www.jumpstartautomotive.com/advertisers/dealers/local.php

Site examples: Consumer Guide Automotive, J. D. Power & Associates, NADA Guides, Vehix.com, Shopping.com, Motortrend, Car and Driver and many more.


Support 16 Digital Marketing Consultants FLMDigital.com Hotline Resource Guide


[email protected]


Digital Advertising [email protected]


Digital Advertising Digital Advertising Seminars – every region starting in

August, 2008 We get you started with Step One - Dealers are requesting Guidance Check List Items

Relationship Management Download Advertising Guide Must have “Step One” complete before moving on

What are we missing? Google Adwords certified / Set up account Org Meeting content

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What are many of the most productive ISM’s seeking?

• Respect and Relevance within the Dealership

• Credibility with DP, GM and Management Team

• Recognition of Professionalism and Skill sets acquired

• Logical Allocation of Budget and Resources needed to get results

• Tools Needed and the freedom to use them when appropriate

• Self Actualization and being giventhe control to achieve results

• Respect from Sales Managers

• GSM’s are the #1 cited reason foran ISM leaving a dealership… Is this how they see

the ISM in your store?

Is this how they seethe ISM in your store?

July, 2008 Program ReviewJuly, 2008 Program Review

Digital Marketing Consultant Orientation

“How To” Dealer Manual Introduction

San Diego, CA July 22, 2008

July, 2008 Program ReviewJuly, 2008 Program Review

Why Would Ford Get Involved with Dealer Advertising and

Online Advertising in Particular?

“Many dealers say they are reducing — or even eliminating — their advertising budgets and shifting ad spending online from print, broadcast and outdoor outlets.”

Poll: Dealers scrounge for cutsRetailers slash costs by cutting staff, inventory, vendors and advertisingDavid Kushma Automotive News April 14, 2008

mailto:[email protected]

mailto:[email protected]

35.3%

24.9%

13.4%

8.2%

4.4%3.6%

1.1%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

Inte

rnet

Paren

t

Friend TV

Mag

azin

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Newsp

aper

Radio

““Which one of these information sources Which one of these information sources was most important when making was most important when making decisions about buying your vehicle?”decisions about buying your vehicle?”

Source: Polk Center for Automotive Studies

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0%

5%

10%

15%

20%

25%

30%

35%

40%

Newspaper Radio Television Internet Other

Dealer

Consumer

Today’s Biggest Dealer Advertising ChallengeOverspending on Newspaper, Radio, Outdoor & Mail Relative to Usage

Source: NADA

The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors…The Average Car Dealer’s Advertising Spend Does Not Match The Car Buying Consumer’s Media Consumption Behaviors…

Average Dealer Advertising Spend vs. Consumer Media ConsumptionAverage Dealer Advertising Spend vs. Consumer Media Consumption

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Where Do You FindThis Sales Opportunity?

WHY?

OPPORTUNITY

1/10 TV & RADIO

3/10 PRINT

8/10 INTERNET

2008 AUTO BUYER

PRODUCING LESS THAN DESIRABLE

RESULTS

92% of Ad Budget focused at 30% of Customers 8% of Ad Budget focused at 70% of Customers

FEW LEADS

DILUTED OPPORTUNITY

Dealers are relying on 3rd Party Lead Providers for Digitalwho send same lead to your dealership and others

Dealer Advertising Budgets Not Aligned

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STRATEGY

1/10 TV & RADIO

3/10 PRINT

8/10 INTERNET

2008 AUTO BUYER

STRATEGY

35%35% of Ad Budget focused at 70% of Customers

MORE LEADS ON OWN

HIGHER QUALITY

• Dealer becomes regional buying service• Dealer generates more high quality leads on own• Dealer quickly captures higher share of online market

HIGHER CLOSING %

HIGHER GROSS

LOWER COST PER LEAD

Dealer Ad Budgets Realigned

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Ralph Paglia; San Diego, CA – July 22, 2008

“I’m gonna get me one today… Oh Yeah!”

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Connect Dealers with Customers

When They Research and Pursue Passions

with

Advertising Networks

Connect Dealerswith Customers When They Go

Beyond Web Sites

with

Social Networking & Reputation Management

Connecting Dealers with Buyers across online channels

Digital Marketing and Advertising

Connect Dealers with Customers

When They Search Online

with

Search Solutions

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Digital Marketing Can Drive More Dealership Sales And Profits While Reducing Advertising Costs

Up to 80% of vehicle purchases now begin online. Ford Motor Company, in alliance with ADP Dealer Services, is now offering you the opportunity to explore the value of Online Advertising and Search Engine Marketing for your dealership. The Ford, Lincoln and Mercury Digital Advertising Program for Dealers is powered by ADP’s Digital Advertising solutions and contains the features you need to begin maximizing the potential of the Internet:• Drive increased traffic to Ford, Lincoln and Mercury DealerConnection web sites • Includes sponsored links with all major search engines including Google®, Yahoo and MSN • Ad campaigns proven to drive increased showroom, website, and telephone activity • No long-term commitments, dealers can cancel with a 30 day notice• Pre-negotiated Ford OEM pricing extended to dealers • Compliant with Ford’s Digital Growth Initiatives

Obtain Ford sponsored Search Engine Marketing Analysis at: www.FLMDigital.com*

More than just Digital…

• The Ford, Lincoln and Mercury Digital Advertising Program for Dealers can leverage new digital buying channels to reduce dealership costs when buying traditional advertising!

• Today, Digital Marketing can include traditional medias like Radio, Print and in select markets Cable Television.

• This exciting program was developed for Ford, Lincoln and Mercury Dealers to expand their reach in all forms of media by utilizing a more flexible and cost effective approach.

DigitalDigitalGrowthGrowth

InitiativesInitiatives

DigitalDigitalGrowthGrowth

InitiativesInitiatives

Ford, Lincoln and Mercury Brand’s Digital Advertising Program for Dealers

*To learn more about how your dealership can benefit from a stronger online presence the Ford, Lincoln and Mercury Digital Advertising Program sponsors a search engine marketing analysis at no cost to the dealer that shows you what car buyers see when searching for information about your products and services. Google is a trademark of Google, Inc and is registered in the US

DEALERSHIP AREA

All Departments

OPPORTUNITIES

• Drive Showroom Traffic

• Get More Phone Calls

• Increase Visitors to Dealership Websites

• Get More Leads from Dealership Websites

• Generate More Sales From Internet Shoppers

• Get More Visibility for Your Dealership with Sponsored Search Engine Listings

• Place Your Advertising on National websites when visited by Local Car Buyers

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Digital Advertising for Ford, Lincoln and Mercury DealersThe FLM Digital Advertising Program provides a comprehensive managed solution

Animated eye catching Ford Dealer Display Advertising Shows up on AccuWeather.com when local car buyers visit the site…

Animated eye catching Ford Dealer Display Advertising Shows up on AccuWeather.com when local car buyers visit the site…

Flash Animated Ford Dealer Display Advertising Shows on Yahoo! Autos when local car buyers visit the site…

Flash Animated Ford Dealer Display Advertising Shows on Yahoo! Autos when local car buyers visit the site…Consider the Digital Ad

examples on the right that show display ads and 2 types of search engine advertising in action…

The Ford, Lincoln and Mercury Digital Advertising Program for Dealers delivers a balanced mix of the key components that drive results… Including behavioral and geographically targeted ad placements, eye catching animated display ad designs and Click-To-Play Video ads. The display ad campaigns are balanced with Search Engine Advertising that places a dealer’s sponsored listings on all major search engines used by online automotive shoppers when they search using words that do not result in a display of the dealer’s organic listings.

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23Ford Lincoln Mercury Digital Advertising ProgramCase Study #1 – Sponsored Links and Web Site Display Advertising

Rich Ford’s Darin Wade controlled each campaign’s objectives and the web pages that each ad was pointed to. In this example, the dealer used sponsored links and display advertising that appeared on web sites when local customers visit them to expand the effectiveness of their total marketing and advertising budget. When asked about results, Darin Wade states “We changed nothing else in our marketing mix and we simply doubled our inbound call traffic. We went from 272 inbound calls (November 21, 2007 to December 29, 2007) into our Customer Relations Center to 476 inbound calls during this campaign.” Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above:

Digital Ad Media Purchases…………………………$ 6,389.72Media Management Services…...…………….……..$ 1,277.94Account Services……………………………….....…..$ 495.00 ----------------Total Digital Ad Invoice………………………………$ 8,162.66Net Cost Per Thousand Impressions…………......….$ 0.31Net Cost Per Visitor…………………………………..$ 2.13

Rich Ford’s Darin Wade controlled each campaign’s objectives and the web pages that each ad was pointed to. In this example, the dealer used sponsored links and display advertising that appeared on web sites when local customers visit them to expand the effectiveness of their total marketing and advertising budget. When asked about results, Darin Wade states “We changed nothing else in our marketing mix and we simply doubled our inbound call traffic. We went from 272 inbound calls (November 21, 2007 to December 29, 2007) into our Customer Relations Center to 476 inbound calls during this campaign.” Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above:

Digital Ad Media Purchases…………………………$ 6,389.72Media Management Services…...…………….……..$ 1,277.94Account Services……………………………….....…..$ 495.00 ----------------Total Digital Ad Invoice………………………………$ 8,162.66Net Cost Per Thousand Impressions…………......….$ 0.31Net Cost Per Visitor…………………………………..$ 2.13

PLEASE NOTE: Case Study is used as a real world example, your results will vary because no two advertising campaigns generate identical results!

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Rich Ford supplied radio commercial creative in MP3 format. Radio stations selected using Arbitron station format categories. Dennis Snyder (Dealer) specified all spots be aired on ABQ and Santa Fe radio stations during morning drive time (6 – 10 AM) and afternoon drive time (3 – 7 PM). Darin Wade (GM) is using Digital Audio campaigns to diversify his radio advertising reach and frequency. Ad budget buys more with digital audio’s unique CPM auction process, which also guarantees dealers pay only for the people listening at the time the spot airs. Digital Audio Ad campaigns provide Rich Ford with instant access to more radio stations in a highly cost effective manner. Instantaneous digital access to over 20 radio stations in their market provides the ability to turn on a dime by changing spots in as little as 15 minutes before being aired. Flexible spot rotation, access to more stations, speed to market with time sensitive ads and reduced expenses from buying on a CPM basis, create a marketing value that Dennis Snyder and Darin Wade are too smart to ignore.

Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above:

Local Radio Station Media Purchases…..…………$ 7,453.32Media Management Services…...…………………..$ 1,490.66Account Services……………………………………..$ 495.00

----------------Total Digital Ad Invoice………………………………$ 9,438.98Net Cost Per Drive Time Radio Spot……………….$ 5.80Net Cost Per Thousand Impressions……………….$ 3.27

Rich Ford supplied radio commercial creative in MP3 format. Radio stations selected using Arbitron station format categories. Dennis Snyder (Dealer) specified all spots be aired on ABQ and Santa Fe radio stations during morning drive time (6 – 10 AM) and afternoon drive time (3 – 7 PM). Darin Wade (GM) is using Digital Audio campaigns to diversify his radio advertising reach and frequency. Ad budget buys more with digital audio’s unique CPM auction process, which also guarantees dealers pay only for the people listening at the time the spot airs. Digital Audio Ad campaigns provide Rich Ford with instant access to more radio stations in a highly cost effective manner. Instantaneous digital access to over 20 radio stations in their market provides the ability to turn on a dime by changing spots in as little as 15 minutes before being aired. Flexible spot rotation, access to more stations, speed to market with time sensitive ads and reduced expenses from buying on a CPM basis, create a marketing value that Dennis Snyder and Darin Wade are too smart to ignore.

Dealer invoicing from the FLM Digital Advertising Program for Dealers using examples shown above:

Local Radio Station Media Purchases…..…………$ 7,453.32Media Management Services…...…………………..$ 1,490.66Account Services……………………………………..$ 495.00

----------------Total Digital Ad Invoice………………………………$ 9,438.98Net Cost Per Drive Time Radio Spot……………….$ 5.80Net Cost Per Thousand Impressions……………….$ 3.27


Ford Lincoln Mercury Digital Advertising ProgramCase Study #2 – Digital Advertising Audio Campaigns (local radio)

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San Tan Ford supplied radio commercials and selected the station format categories to be targeted by the time of day they wanted their spots to air. Chris Guerrero (Dealer Principal) is leveraging Ford Digital Advertising Audio Campaigns to extend the overall reach of San Tan Ford’s radio campaigns throughout the Phoenix metro area. Chris uses digital audio’s cost efficiency to increase the volume of spots aired across a larger number of local radio stations in Phoenix. The report above shows how Chris uses digital audio to target the time of day (day part) he wants his spots to air for each radio station by targeting the format category. Dealer invoicing and net cost metrics from the FLM Digital Advertising Program for Dealers using the above campaign results is as follows:

Local Radio Station Media Purchases…..…………$ 2,388.79Media Management Services…...…………………..$ 477.76Account Services……………………………………..$ 495.00 ----------------Total Digital Ad Invoice – Audio.……………………$ 3,361.55Net Cost Per Radio Spot Aired………………..…….$ 17.24Net Cost Per Thousand Impressions……………….$ 3.11

San Tan Ford supplied radio commercials and selected the station format categories to be targeted by the time of day they wanted their spots to air. Chris Guerrero (Dealer Principal) is leveraging Ford Digital Advertising Audio Campaigns to extend the overall reach of San Tan Ford’s radio campaigns throughout the Phoenix metro area. Chris uses digital audio’s cost efficiency to increase the volume of spots aired across a larger number of local radio stations in Phoenix. The report above shows how Chris uses digital audio to target the time of day (day part) he wants his spots to air for each radio station by targeting the format category. Dealer invoicing and net cost metrics from the FLM Digital Advertising Program for Dealers using the above campaign results is as follows:

Local Radio Station Media Purchases…..…………$ 2,388.79Media Management Services…...…………………..$ 477.76Account Services……………………………………..$ 495.00 ----------------Total Digital Ad Invoice – Audio.……………………$ 3,361.55Net Cost Per Radio Spot Aired………………..…….$ 17.24Net Cost Per Thousand Impressions……………….$ 3.11

Ford Lincoln Mercury Digital Advertising ProgramCase Study #3 – Digital Advertising Audio Campaigns (local radio)


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Average monthly total vehicle sales for year prior to starting digital advertising was 144. Since starting with digital advertising sales have averaged 178 units per month. 24% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Dealer’s CRM tool shows a 22% average increase in showroom traffic. Toll Free Ad Tracking reports show 24% increase in phone calls, with increased call volumes coming in from dealer web site. Dealer web site Internet leads have increased 33% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples above is:

Digital Advertising Media Purchases……..……..…………$ 5,495.21

Media Management Services…...………...………………..$ 1,099.04Account Services……………………………………………..$ 495.00

----------------Total Digital Ad Invoice………………………………………$ 7,089.25Net Cost Per Site Visit Generated………………………….$ 1.80Net Cost Per Thousand Ad Impressions…………………..$ 0.78

Average monthly total vehicle sales for year prior to starting digital advertising was 144. Since starting with digital advertising sales have averaged 178 units per month. 24% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Dealer’s CRM tool shows a 22% average increase in showroom traffic. Toll Free Ad Tracking reports show 24% increase in phone calls, with increased call volumes coming in from dealer web site. Dealer web site Internet leads have increased 33% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples above is:

Digital Advertising Media Purchases……..……..…………$ 5,495.21

Media Management Services…...………...………………..$ 1,099.04Account Services……………………………………………..$ 495.00

----------------Total Digital Ad Invoice………………………………………$ 7,089.25Net Cost Per Site Visit Generated………………………….$ 1.80Net Cost Per Thousand Ad Impressions…………………..$ 0.78

REPORT:ACCOUNT:DATE RANGE:

Campaign Impressions Clicks CTRAvgCPC

AvgCPM Cost

AvgPosition

Ford - San Diego +75 miles Keyword 213,362 243 0.11% $1.88 $2.14 $456.23 2.90ABC Motors Ford - National Keyword 48,800 116 0.24% $0.51 $1.21 $58.86 4.30Site Category Targeted Ads - SoCal 298,946 89 0.03% $1.12 $0.33 $100.05 1.00Display Ads - SD Site Targeted 627,813 163 0.03% $1.23 $0.32 $200.14 1.10ABC Motors Ford - SD Keyword 73,034 125 0.17% $2.06 $3.52 $256.94 3.00Ford Price Quotes - SD Keyword 5,270 1 0.02% $0.00 $0.00 $0.00 4.90ABC Motors - San Diego Keyword 366,616 884 0.24% $1.45 $3.49 $1,279.29 2.50Ford Price Quotes - SoCal Keyword 12,950 16 0.12% $1.10 $1.36 $17.61 3.00ABC Motors - San Diego Site Targeted 5,995,252 1,954 0.03% $1.14 $0.37 $2,229.96 1.00Ford Models - SD Keyword 27,632 56 0.20% $1.85 $3.76 $103.79 2.50Referral Bonuses - SoCal Site Targeted 730,581 98 0.01% $1.59 $0.21 $155.33 1.00Video Ads - SD Site Targeted 34,859 2 0.01% $26.30 $1.51 $52.60 1.10Southern CA Geo - Keyword 30,209 153 0.51% $2.96 $14.97 $452.14 3.10Video Ads SD - Keyword Contextual 103 0 0.00% $0.00 $0.00 $0.00 1.300% APR 60 Months - CPC Site Targeted 613,971 47 0.01% $2.81 $0.22 $132.27 2.10

Totals and Overall Averages: 9,079,398 3,947 0.04% $1.39 $0.61 $5,495.21 2.32

November, 2007

REPORT:ACCOUNT:DATE RANGE:

Campaign Impressions Clicks CTRAvgCPC

AvgCPM Cost

AvgPosition

Ford - San Diego +75 miles Keyword 213,362 243 0.11% $1.88 $2.14 $456.23 2.90ABC Motors Ford - National Keyword 48,800 116 0.24% $0.51 $1.21 $58.86 4.30Site Category Targeted Ads - SoCal 298,946 89 0.03% $1.12 $0.33 $100.05 1.00Display Ads - SD Site Targeted 627,813 163 0.03% $1.23 $0.32 $200.14 1.10ABC Motors Ford - SD Keyword 73,034 125 0.17% $2.06 $3.52 $256.94 3.00Ford Price Quotes - SD Keyword 5,270 1 0.02% $0.00 $0.00 $0.00 4.90ABC Motors - San Diego Keyword 366,616 884 0.24% $1.45 $3.49 $1,279.29 2.50Ford Price Quotes - SoCal Keyword 12,950 16 0.12% $1.10 $1.36 $17.61 3.00ABC Motors - San Diego Site Targeted 5,995,252 1,954 0.03% $1.14 $0.37 $2,229.96 1.00Ford Models - SD Keyword 27,632 56 0.20% $1.85 $3.76 $103.79 2.50Referral Bonuses - SoCal Site Targeted 730,581 98 0.01% $1.59 $0.21 $155.33 1.00Video Ads - SD Site Targeted 34,859 2 0.01% $26.30 $1.51 $52.60 1.10Southern CA Geo - Keyword 30,209 153 0.51% $2.96 $14.97 $452.14 3.10Video Ads SD - Keyword Contextual 103 0 0.00% $0.00 $0.00 $0.00 1.300% APR 60 Months - CPC Site Targeted 613,971 47 0.01% $2.81 $0.22 $132.27 2.10

Totals and Overall Averages: 9,079,398 3,947 0.04% $1.39 $0.61 $5,495.21 2.32

November, 2007

PLEASE NOTE: Case Study used as a real world example, your results will vary because no two advertising campaigns generate identical results!

Case Study #4: Dealer’s name, location and URL’s changed to protect confidential marketing strategy.

Ford Lincoln Mercury Digital Advertising ProgramCase Study #4 – Paid Search and Web Site Display Advertising

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ACCOUNT:DATE RANGE:CAMPAIGNS:

Campaign Ad Group Impressions Clicks CTR

AvgCPC

AvgCPM Cost

AvgPosition

National Search - ABC Ford ABC Ford Since 1965 373,651 94 0.03% $0.73 $0.18 $69.01 3.4National Search - ABC Ford Ford-USA.com 216,607 423 0.20% $0.45 $0.89 $192.30 4.3ABC Motors Ford - SD ABCFordSanDiego.com 41,010 255 0.62% $2.31 $14.34 $588.07 3.9ABC Motors Ford - SD SanDiegoFordFocus.com 4,420 3 0.07% $0.68 $0.46 $2.05 4.6ABC Motors Ford - SD SDFordExplorer.com 3,918 1 0.03% $0.79 $0.20 $0.79 2.7ABC Motors Ford - SD SDFordMustang.com 89,405 124 0.14% $2.91 $4.04 $361.24 2.5ABC Motors Ford - SD SDFordExpedition.com 10,822 6 0.06% $2.54 $1.41 $15.26 2.6ABC Motors Ford - SD SanDiegoFordF150.com 30,012 36 0.12% $2.14 $2.57 $77.17 3.4ABC Motors Ford - SD SDFordEscape.com 29,296 30 0.10% $2.19 $2.24 $65.58 3.8ABC Motors Ford - SD SanDiegoFordFusion.com 35,120 73 0.21% $2.15 $4.46 $156.72 2.4ABC Motors Ford - SD SanDiegoFordF250.com 6,782 22 0.32% $3.01 $9.77 $66.26 3.2ABC Motors - SD+75 miles SD-Ford.com 14,014 27 0.19% $1.24 $2.38 $33.35 3.5ABC Motors - SD+75 miles Pick a Ford - FordDirect 43,510 45 0.10% $1.09 $1.13 $49.07 2.6ABC Motors - SD+75 miles GetPreapprovedInSeconds 42,331 97 0.23% $0.79 $1.80 $76.17 2.6ABC Motors - SD+75 miles Ford.com RequestAQuote 39,958 216 0.54% $1.86 $10.07 $402.48 2.8ABC Motors - SD+75 miles San-Diego-Ford.com 19,727 60 0.30% $1.51 $4.58 $90.31 3.9ABC Motors - SD+75 miles SDWheels-Ford.com 95,448 156 0.16% $1.65 $2.70 $257.34 2.8ABC Motors - SD+75 miles SoCal-Ford.com 154,110 124 0.08% $1.83 $1.47 $226.80 3ABC Motors - SD+75 miles SD-Ford-Mustang 44,762 144 0.32% $2.22 $7.14 $319.41 1.9ABC Motors - SD+75 miles SDFordExpedition.com 22,491 42 0.19% $2.27 $4.24 $95.31 2.5Ford Price Quotes ABC Ford Price Quote 16,530 7 0.04% $0.00 $0.00 $0.00 3.7

1,333,924 1,985 0.15% $1.58 $2.36 $3,144.69 3.3Overall Online Totals and Averages:

ACCOUNT:DATE RANGE:CAMPAIGNS:

Campaign Ad Group Impressions Clicks CTR

AvgCPC

AvgCPM Cost

AvgPosition

National Search - ABC Ford ABC Ford Since 1965 373,651 94 0.03% $0.73 $0.18 $69.01 3.4National Search - ABC Ford Ford-USA.com 216,607 423 0.20% $0.45 $0.89 $192.30 4.3ABC Motors Ford - SD ABCFordSanDiego.com 41,010 255 0.62% $2.31 $14.34 $588.07 3.9ABC Motors Ford - SD SanDiegoFordFocus.com 4,420 3 0.07% $0.68 $0.46 $2.05 4.6ABC Motors Ford - SD SDFordExplorer.com 3,918 1 0.03% $0.79 $0.20 $0.79 2.7ABC Motors Ford - SD SDFordMustang.com 89,405 124 0.14% $2.91 $4.04 $361.24 2.5ABC Motors Ford - SD SDFordExpedition.com 10,822 6 0.06% $2.54 $1.41 $15.26 2.6ABC Motors Ford - SD SanDiegoFordF150.com 30,012 36 0.12% $2.14 $2.57 $77.17 3.4ABC Motors Ford - SD SDFordEscape.com 29,296 30 0.10% $2.19 $2.24 $65.58 3.8ABC Motors Ford - SD SanDiegoFordFusion.com 35,120 73 0.21% $2.15 $4.46 $156.72 2.4ABC Motors Ford - SD SanDiegoFordF250.com 6,782 22 0.32% $3.01 $9.77 $66.26 3.2ABC Motors - SD+75 miles SD-Ford.com 14,014 27 0.19% $1.24 $2.38 $33.35 3.5ABC Motors - SD+75 miles Pick a Ford - FordDirect 43,510 45 0.10% $1.09 $1.13 $49.07 2.6ABC Motors - SD+75 miles GetPreapprovedInSeconds 42,331 97 0.23% $0.79 $1.80 $76.17 2.6ABC Motors - SD+75 miles Ford.com RequestAQuote 39,958 216 0.54% $1.86 $10.07 $402.48 2.8ABC Motors - SD+75 miles San-Diego-Ford.com 19,727 60 0.30% $1.51 $4.58 $90.31 3.9ABC Motors - SD+75 miles SDWheels-Ford.com 95,448 156 0.16% $1.65 $2.70 $257.34 2.8ABC Motors - SD+75 miles SoCal-Ford.com 154,110 124 0.08% $1.83 $1.47 $226.80 3ABC Motors - SD+75 miles SD-Ford-Mustang 44,762 144 0.32% $2.22 $7.14 $319.41 1.9ABC Motors - SD+75 miles SDFordExpedition.com 22,491 42 0.19% $2.27 $4.24 $95.31 2.5Ford Price Quotes ABC Ford Price Quote 16,530 7 0.04% $0.00 $0.00 $0.00 3.7

1,333,924 1,985 0.15% $1.58 $2.36 $3,144.69 3.3Overall Online Totals and Averages:

Average monthly sales prior to starting digital advertising was 62. Since starting digital advertising, sales have averaged 75 units per month. 21% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Logs show 33% increase in showroom traffic. Phone Tracking reports show 38% increased call volumes coming in from dealer web site. Dealer website leads have increased 50% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples shown above is as follows:

Digital Advertising Media Purchases……..……..………$ 3,144.69Media Management Services…...………...……………..$ 628.94Account Services…………………………………………..$ 495.00 ----------------Total Digital Ad Invoice……………………………………$ 4,268.63Net Cost Per Site Visit Generated……………………….$ 2.15Net Cost Per Thousand Ad Impressions………………..$ 3.20

Average monthly sales prior to starting digital advertising was 62. Since starting digital advertising, sales have averaged 75 units per month. 21% growth in sales volume attributed to increased showroom traffic, phone calls and Internet leads from digital ad campaigns. Logs show 33% increase in showroom traffic. Phone Tracking reports show 38% increased call volumes coming in from dealer web site. Dealer website leads have increased 50% since starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising Program for Dealers using campaign examples shown above is as follows:

Digital Advertising Media Purchases……..……..………$ 3,144.69Media Management Services…...………...……………..$ 628.94Account Services…………………………………………..$ 495.00 ----------------Total Digital Ad Invoice……………………………………$ 4,268.63Net Cost Per Site Visit Generated……………………….$ 2.15Net Cost Per Thousand Ad Impressions………………..$ 3.20

Case Study #5: Dealer’s name, location and URL’s changed to protect confidential marketing strategy.

Ford Lincoln Mercury Digital Advertising ProgramCase Study #5 – Paid Search and Web Site Display Advertising

PLEASE NOTE: Case Study used as a real world example, your results will vary because no two advertising campaigns generate identical results!

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28Dealer Feedback Has Been Overwhelmingly Positive

“Our experience with using the Ford Digital Advertising program has been nothing short of fantastic. We have used Online Advertising and Radio Campaigns to blanket our market area with great success…

From January 21, 2008 to February 29, 2008, we used Digital Audio Campaigns to run 1,184 radio spots that aired on 24 stations in our market… These radio ads have aired during peak drive times from 6am to 7pm weekdays and cost a fraction of what we usually have to pay.

At the same time we ran an online advertising campaign that produced 2,492 visitors to our website and generated 20,774,648 Impressions. “

- Darin WadeGeneral Manager Rich FordAlbuquerque, NM

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29Different media channels are more effective at distinct stages of the shopping funnel

Consideration

Purchase

Awareness

Familiarity

Visit Dealer

Marketing Channel

TV

Ad

s

Ra

dio

Ad

s

Dig

ital Ad

vertis

ing

Ne

ws

pap

ers

Ou

tdo

or

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30Integrated Marketing Use Multiple Media Channels to Communicate the Same Messaging More Effectively

Dealership Marketing Budget Allocation

10%10%

10%

15% 15%

40%Digital

TV

Radio

Print

Outdoor

Other

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Ralph Paglia; San Diego, CA – July 22, 2008

“Selling a car is just like fishing, Wilbur…”

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32Comprehensive Digital Advertising Solution: Maximize Dealer’s Communication Reach & Promotional Results

• Drive Showroom Traffic

• Generate More Phone Calls

• Increase Visitors to Dealership Websites

• Get More Leads from Dealership Websites

• Create Online Visibility for Dealers with Sponsored Search Engine Listings

• Place Dealer Advertising on National websites when visited by Local Car Buyers

• Emphasize Dealer’s Brand and Message

• Drives Business Into All Profit Centers

WE DO ITWE

DO IT

YOU DO ITYOU DO IT

WE HELPWE

HELP

Dealer Internet advertising designed to:

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What is Automotive Digital Marketing?

• OEM (1), Ad Association (2) and Dealer Websites (3)• Inventory Aggregation Portals• Lead Producers and Resell Aggregators• Specialized Microsites and Landing Pages• URL and domain management portfolios• CRM and Lead Management Tools• Automated Email Marketing and Communication systems• Assigned Resources and Business Processes• Search Engine Optimization• Social Networking and Reputation Management• Digital AdvertisingDigital Advertising

– Search Engine AdvertisingSearch Engine Advertising– Content and Demographic Network Ad PlacementsContent and Demographic Network Ad Placements– Behavioral Targeting CampaignsBehavioral Targeting Campaigns– Retargeting CampaignsRetargeting Campaigns– Site, Services and Event Sponsorship CampaignsSite, Services and Event Sponsorship Campaigns

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34Digital Advertising:Google Search Engine Advertising

Also called Cost-Per-Click (CPC), Pay-Per-Click (PPC) or Sponsored Links

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Also called Cost-Per-Click (CPC), Pay-Per-Click (PPC) or Sponsored Links

Digital Advertising:Yahoo! Search Engine Advertising

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36Online Digital Display Advertising: Geotargeted Dealer Advertising on National Site

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Campaign Examples at www.FordDigital.comCampaign Examples at www.FordDigital.com

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382008 Spring and Summer Selling Season Radio Advertising IncentiveRADIO ADVERTISING PROGRAM INCENTIVE PLAN SUMMARY:

2008 Spring and Summer Selling Season Radio Advertising IncentiveRADIO ADVERTISING PROGRAM INCENTIVE PLAN SUMMARY:

Dealer Media Spend on Google Audio (Radio) Campaigns during the period April 1, 2008 to June 30, 2008

Audio Promotional Credit for use before August 15, 2008

$0 - $1,999 Zero

$2,000 - $5,000 Equal to spend

>$5000 $5,000

DEALER ACTION ITEM: Dealers who choose to participate in this program must complete the online FLM Digital Advertising enrollment form at: www.FordSEM.com

GOOGLE AUDIO ADS PROGRAM REQUIRED COMMUNICATIONPromotion Terms: To qualify for this promotion, you must spend at least $2,000 on a single Ford, Lincoln and Mercury Brand’s Digital Advertising for Dealers Audio Ads campaign. If you spend less than $2,000 for one campaign, you will not qualify for the promotion. The maximum credit you will receive for use between July 1, 2008 and August 15, 2008 is $5,000. The required spend does not include ad creation costs, service charges or costs of other types of AdWords campaigns. Use of The FLM Digital Advertising Program for Dealers is optional however, dealers who choose to administer their own Google® Audio Ads Campaigns must be registered, trained and their Google AdWords® account linked to the Ford Digital Marketing Consulting program’s Google Client Center to receive qualifying credits. If a dealer uses the Google Ad Creation Marketplace to create an audio ad, the dealer should pay the specialist separately for the ad. All credits will be applied to each dealer’s account no later than July 15, 2008. Credits may be used for Audio Ads campaigns only, and must be used by August 15, 2008. Unused credits will be removed from dealer accounts after this date, and will not be refunded. Note that credits may be applied to any outstanding Audio Ads invoices. Subject to radio spot ad approval, and acceptance of the Google AdWords Program Terms and Conditions. Credits are non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Google Inc. Limited to one promotional credit per Ford, Lincoln or Mercury dealer. Offer valid only for FLM Digital Advertising Program participating dealers in the U.S.A. who have been visited by Ford Digital Marketing Consultants between April 1st – June 30th. Offer expires June 30, 2008.

Here are the details: Complete and submit the request form at www.FordSEM.com telling us about your business and advertising goals using the text box at the bottom of the page. An FLM Digital Advertising Program specialist will contact you, usually within three business days. Be sure to list correct dealer contact information so we can contact you. Schedule a consulting visit with a Ford Digital Marketing Consultant. During your DMC visit, you will learn how to use Google Audio as part of an effective marketing strategy that incorporates local radio station and online advertising. If you then decide to run an Audio Ad campaign, do so by June 30, 2008, spending at least $2,000 on that campaign. If you are eligible*, you’ll receive between $2,000 and $5,000 in matching Audio Ad credits towards local radio campaigns that are completed no later than August 15, 2008!

DEALER ACTION ITEM: Dealers who choose to participate in this program must complete the online FLM Digital Advertising enrollment form at: www.FordSEM.com

GOOGLE AUDIO ADS PROGRAM REQUIRED COMMUNICATIONPromotion Terms: To qualify for this promotion, you must spend at least $2,000 on a single Ford, Lincoln and Mercury Brand’s Digital Advertising for Dealers Audio Ads campaign. If you spend less than $2,000 for one campaign, you will not qualify for the promotion. The maximum credit you will receive for use between July 1, 2008 and August 15, 2008 is $5,000. The required spend does not include ad creation costs, service charges or costs of other types of AdWords campaigns. Use of The FLM Digital Advertising Program for Dealers is optional however, dealers who choose to administer their own Google® Audio Ads Campaigns must be registered, trained and their Google AdWords® account linked to the Ford Digital Marketing Consulting program’s Google Client Center to receive qualifying credits. If a dealer uses the Google Ad Creation Marketplace to create an audio ad, the dealer should pay the specialist separately for the ad. All credits will be applied to each dealer’s account no later than July 15, 2008. Credits may be used for Audio Ads campaigns only, and must be used by August 15, 2008. Unused credits will be removed from dealer accounts after this date, and will not be refunded. Note that credits may be applied to any outstanding Audio Ads invoices. Subject to radio spot ad approval, and acceptance of the Google AdWords Program Terms and Conditions. Credits are non-transferable and may not be sold or bartered. Offer may be revoked at any time for any reason by Google Inc. Limited to one promotional credit per Ford, Lincoln or Mercury dealer. Offer valid only for FLM Digital Advertising Program participating dealers in the U.S.A. who have been visited by Ford Digital Marketing Consultants between April 1st – June 30th. Offer expires June 30, 2008.

Here are the details: Complete and submit the request form at www.FordSEM.com telling us about your business and advertising goals using the text box at the bottom of the page. An FLM Digital Advertising Program specialist will contact you, usually within three business days. Be sure to list correct dealer contact information so we can contact you. Schedule a consulting visit with a Ford Digital Marketing Consultant. During your DMC visit, you will learn how to use Google Audio as part of an effective marketing strategy that incorporates local radio station and online advertising. If you then decide to run an Audio Ad campaign, do so by June 30, 2008, spending at least $2,000 on that campaign. If you are eligible*, you’ll receive between $2,000 and $5,000 in matching Audio Ad credits towards local radio campaigns that are completed no later than August 15, 2008!

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Ford and Lincoln Mercury Dealer Advertising Co-op Program Ford and Lincoln Mercury Dealer Advertising Co-op Program

Complete co-op program information is available at www.fdtoolbox.com and www.lmtoolbox.com by clicking the co-op navigation tab. All dealer advertising must comply with the Ford and Lincoln Mercury Dealer Advertising Co-op Guidelines to be eligible for reimbursement from Ford Motor Company (FMC). Complete co-op program information is available at www.fdtoolbox.com and www.lmtoolbox.com by clicking the co-op navigation tab. All dealer advertising must comply with the Ford and Lincoln Mercury Dealer Advertising Co-op Guidelines to be eligible for reimbursement from Ford Motor Company (FMC).

National advertising, FDAF and LMDA advertising, and your local advertising all play a critical role in moving consumers toward the purchase of a new Ford or Lincoln Mercury vehicle. Through clear, consistent, brand complementary advertising, we can continue to build a powerful marketing presence that enhances our base of satisfied, loyal customers and drives sales growth. To help you create brand-enhancing new-vehicle advertising that keeps current customers coming back, Ford Motor Company (FMC) and the Ford and Lincoln Mercury Dealer Councils are pleased to launch the Ford and Lincoln Mercury (FLM) Dealer Advertising Co-op Program. All FLM dealers are automatically enrolled in this program. This co-op program offers you partial reimbursement for eligible advertising campaigns and strategies to permit you to enhance the frequency, reach and effectiveness of your new-vehicle advertising.

National advertising, FDAF and LMDA advertising, and your local advertising all play a critical role in moving consumers toward the purchase of a new Ford or Lincoln Mercury vehicle. Through clear, consistent, brand complementary advertising, we can continue to build a powerful marketing presence that enhances our base of satisfied, loyal customers and drives sales growth. To help you create brand-enhancing new-vehicle advertising that keeps current customers coming back, Ford Motor Company (FMC) and the Ford and Lincoln Mercury Dealer Councils are pleased to launch the Ford and Lincoln Mercury (FLM) Dealer Advertising Co-op Program. All FLM dealers are automatically enrolled in this program. This co-op program offers you partial reimbursement for eligible advertising campaigns and strategies to permit you to enhance the frequency, reach and effectiveness of your new-vehicle advertising.

Media available today from the Ford Digital Advertising Program for Dealers Media available today from the Ford Digital Advertising Program for Dealers Media available in the near future from the Ford Digital Advertising Program Media available in the near future from the Ford Digital Advertising Program

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40Pre-Selection Filters Car Buying Now Starts on the Internet

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41All Car Buyers are “Internet Customers” Majority of Vehicle Research is Being Done Online

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42Why Allocate Digital Advertising Budget? Car Buying Decisions are Made with Online Information

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43Consumers Compare Brands Online Dealers are More Likely to Compete with Other Makes

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44Geographic Area of Consideration has Grown Web Provides Dealers a Larger Area of Opportunity

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45Online Information Drives Consideration Web Out-Influences TV, Newspaper, Radio & Outdoor

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46Web Used Throughout Shopping Funnel Dealer Consideration/Selection is filtered using the Web

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47Car Buyers Request Quotes at Multiple Points RFQ’s are more likely to originate at Dealer Websites

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48Car Buyers Use RFQ’s as Engagement Filters Dealer Lead response determines buyer consideration

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4955% Of All Leads Buy a Car within 120 Days Dealer conversion of Leads into sales has held steady

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50Dealer Reviews/Rankings Becoming Pervasive Consumer Ratings have disproportionate influence on buyers

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Social media is community driven content available through blogs, social networks, discussion groups & wikis.

Our Approach• Viral and News Aggregation Sites• Social Networking Communities• Reputation Management

Benefits• Improves search engine indexing• Increases natural incoming links• Creates a presence in online social communities.• Increases brand awareness• Builds traffic from alternate sources• Influences traditional media

Social Media – Labor Intensive, High Impact

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Social Media – Qualified Car Buyers?

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53 Objective Analysis Where are Dealers shifting money from, so that Digital Marketing does not increase overall advertising budgets or Costs PVR?

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54 Retail Sales Validation Why should dealers shift advertising budgets from newspaper into Digital Marketing Strategies and Online Advertising?

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55Winners and Losers in Automotive AdvertisingAutomotive Retailer Investment in Online Advertising is Projected to Increase 84% During the Next 5 Years

2006 through 2011 Overall Automotive Advertising by Media Channel ($ Millions)

Declining Investment in Less Effective Media include:• Newspaper• Direct Mail• Yellow Page Directories• Local Magazines

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• "Automakers and dealers pulled dollars out of television, newspaper and magazine media buys and redirected them to digital media in 2006 and 2007,"

- Lisa Phillips, eMarketer senior analyst

• eMarketer data shows the automotive category accounted for $2.69 billion, or nearly 14%, of the $19.5 billion that was spent on Internet advertising and marketing in 2007.

Auto Industry Takes a Digital Turn The best auto retailers are shifting their budgets into Digital Marketing… Are you planning your shift for maximum effectiveness?

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How Many Dealers Use SEM Today? …Yesterday?

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Which Dealers Use SEM Today? Do They Sell More Cars?

Although SEM deployment by dealers is rapidly expanding, many of the SEM service providers used by dealers have opaque fee and service charge policies that result in highly diluted returns on dealer SEM investments. The most successful dealers are managing their SEM campaigns in-house or using SEM service providers with fully disclosed fee structures.

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Digital Advertising for DealersDigital Advertising for Dealers

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Types of Online Advertising Buys:1. Pay for Placement by Time (fixed monthly fee)2. Pay per Click (PPC or CPC)3. Pay per Thousand Impressions (CPM)4. Pay per Conversion (Leads and/or Calls Generated)

How to Get it Done:1. Dealer Managed – Do It Yourself 2. Ford DMC 2 Day Digital Advertising Visit 3. FLM Digital Advertising Program for Dealers 4. SEM Service Providers & Ad Agencies5. Ford Dealer Advertising Fund (FDAF) Association

What online advertising can dealers use to drive traffic into showrooms, phones and visitors to their web sites?What online advertising can dealers use to drive traffic into showrooms, phones and visitors to their web sites?

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Digital Advertising Campaign Templates

• Targets 7 key “in-market” consumer behaviors

• Banner Ad / Micro-site “Digital Ad Campaigns”

– Get a quote– Virtual test drive– Searching vehicle inventory– Offer-driven– Trade-in value– Specific make/model search– Special financing

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• Sponsored Links• Static Image Ads• Animated Ads• Video Ads• Business Listings• Widgets / Gadgets• Rich Media Ads• Form-Fill Ads

Digital Advertising Content for Website Placements

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Digital Advertising Content for Site Placements

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Behavioral Targeted Advertising Campaigns

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Post Visit MarketingIt’s cheaper to

convert a qualified prospect than to create a new one

Driving qualified

prospects to your site is expensive

Site Visitor Retargeting Campaigns; Virtual Be Back Bus!

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KEY COMPONENTS OF A DIGITAL ADVERTISING SOLUTION THAT DRIVES RESULTS

Search Engine MarketingSearch Engine Optimization

Behaviorally TargetedAd Placement

Eye-CatchingBanner Advertising Content

Geographically-TargetedAd Placement

“Microsites” and “Landing Pages”that convert click-throughs

to Showroom visitors and Leads

Placement of Dealer Ads into Online Advertising Networks

Digital Advertising and Promotions

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Search Engine Marketing & Optimization

Search Landing Pages

Web Sites w/ Inventory

Campaign Microsites

Lead Generation

Geographic Marketing Ads

Sponsored SEM Ads

ChevyPriceQuote.com

YouGotGas.com

FreeGMOilChange.com

2007Tahoe.com

WeBuyChevys.com

2006Silverado.com

HouseofCourtesy.com

CourtesyonBell.com

CourtesyFleet.com

All Microsites and Landing Pages cross-linked with Keyword enriched domain names!

Digital Marketing Networks for Dealers

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[ HOME ][ SOLUTIONS ]

eNewsletter Marketing to Dealer Lead Database

Gets Through ISP Spam Gets Through ISP Spam Filters to Drive Traffic Filters to Drive Traffic into Dealer Websitesinto Dealer Websites

•LOCAL CONTENT

•ADP PROVIDED PROESSIONALLY WRITTEN ARTICLES

•SEGMENTED AND TARGETED DATABASE BY VEHICLE BRAND

•CAN-SPAM COMPLIANT

Re-engages Dealer WebsitesRe-engages Dealer Websites visitorsvisitorsthat that Dealers don’t follow up with! Dealers don’t follow up with! Gets them back to Dealer Websites Gets them back to Dealer Websites – Recycled Sales Opportunities!– Recycled Sales Opportunities!

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74Advertising Generated Website Visitor Engagement Results with Campaign and Referring URL Source Metrics

INCLUDING • WORLD CLASS ANALYTICS

• REAL-TIME PERFORMANCE INFO

• SECURITY MONITORING

• EXPERT GUIDANCE & CONSULTING

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Questions?Questions?

Ralph PagliaDirector - Digital [email protected]: 505-301-6369www.RalphRPaglia.com

www.AutomotiveDigitalMarketing.com