Seo-sem combined strategy
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The document discusses various digital marketing solutions and analytics tools provided by ADP to automotive dealerships. It highlights features like search engine optimization, paid search advertising, display advertising, website analytics, lead management, and tools for online financing, video hosting, email marketing, live chat, and more. The goal is to help dealers engage online customers and drive higher conversion rates throughout the car buying process.
Seo-sem combined strategy
- 1. 64% 64% 67% 68% 70% 75% 47% 54% 53% 59% 66% 60%60% 54% 40% 61%^ 26% 33% 43% 47% 10% 20% 30% 40% 50% 60% 70% 80% 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 New Used 1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2008 New Autoshopper.com Studies 2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2008 Used Autoshopper.com Studies Automotive Internet Usage (AIU); New1 and Used2 Vehicle Buyers – 10 Year Trend J. D. Power Autoshopper.com Study presented in Las Vegas 10/8/2008: Automotive Internet Usage (AIU) rates continue to increase %ofAllNewandUsedCarBuyers 1 © 2007 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved.
- 2. Engaging the consumer for higher conversion rates •Engaging, Simple to Use Web Site Designs •Easy, Flexible Content Management •Enterprise Content Management - Syndication •Inventory Display and Management •Multiple Lead Distribution Routing/Format Capabilities •Live Chat Integrated with Sites and eNewsletters •ADP Business Online Tools: Secure Consumer Account Finance Online Service Online Buy Online
- 6. Content Management System (CMS)
- 7. Why should Dealer consider ADP’s BusinessOnline capabilities as a significant factor in selecting their Dealer Web Site provider? 42%
- 8. White-listed eNewsletters Performance Metric Our Average Industry* • Delivery 99.8% 75.3%-84.9% • Open 20.9% 10.9%-14.0% • Click 20.0% 5.2%-13.3% • Avg Dealer List 4,000 Monthly Influenced Revenue (Average Dealer): • Service Appointments 16+ • Vehicle Sales 4+ • Average Dealer Gross $9,456 • Repeat Customer Gross +$300 Annual Influenced ROI • Average Dealer Gross $113,472 • Return 24 :1
- 9. Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation. Digital Solutions Performance Consulting Team 1. Unique Visitors: Digital Marketing Efficiencies 2. Conversion Ratio: Site Content & Maintenance 3. Appointment Ratio: Lead Management Process 4. Show Ratio: Confirmation Process 5. Showroom Close Ratio: Preparation & Reception Process Dealer ‘Vital Statistics’ Review
- 10. Analytics Omniture & Competitive Intelligence (ClickStream & HitWise) Search Ads 4. Keyword Enriched Sponsored Links & URL’s 5. Contextually Optimized Deep Link Landing Pages Organic Search 1. Content Optimization 2. UGC Link Popularity 3. Search Robots Display Advertising 6. CTR Optimized Media 7. Targeting Networks 8. Key Site Placements 8 Points of Traffic Growth Synergy Integrated Traffic Maximization Strategy
- 11. Paid Search Results PaidSearchResults – Generates increased consumer trust – Increases perceived value by consumer – Campaign integration – Dealer budget drives incremental traffic – Best value and results – Higher Quality Scores = Lower Cost Per Click Use of an Integrated SEO and SEM Strategy Optimized Dealership presence in organic and paid search listings reinforces and increases the results from both strategies:
- 12. Why the ADP Digital Advertising Team? Staff – 20 full time search marketers / dedicated analysts – Broad Experience – many verticals, consumer / b2b, sales / lead, international – 2 to 10 years search experience – Dedicated VMR’s work with dealership managers Search Engine Optimization – 2,000+ websites (BZ & Dynamic Websites, ADP ES Global) – 25% to 35% of ADP Website leads generated from organic search Paid Search and Display Advertising – Manage ten million dollar ad spend – Google certified Search Marketing Team – Sophisticated campaign / bid management – ADP is a Google Enterprise Partner Measurement – Omniture Analytics – on demand reporting – Search Analysis – links, rankings, campaign suggestions, leads – Competitor Analysis – we know the keywords that perform for your competition – Conversion Analysis – we have ongoing optimization of your campaigns
- 13. • Search Marketing – Impressions, Clicks, CTR – Web and Phone Leads – Compare Conversion Rates – Revenue, ROAS – Click Fraud Monitoring • Visitor Reports – Visits, Referring Domains – Popular Pages, Pathing – Visitor Profiles Omniture Web Analytics
- 14. Search and Display Advertising
- 19. Display Ads Paid Search TV Post Visit Marketing It’s cheaper to convert a qualified prospect than to create a new one Driving qualified prospects to your site is expensive Retargeting to Consumers Who Visited Your Site
- 20. Competitive Set – Benchmark growth – Visitor Length – Demographics – Competitor Keywords – Advertising Opportunities – Upstream traffic – Downstream traffic Competitive Analysis: Benchmarking
- 21. Competitor Traffic Analysis: Clickstream UPSTREAM – Websites visited before arriving at an Dealer COMPETITOR site DOWNSTREAM– Websites visited after leaving an Dealer COMPETITOR site
- 22. A well orchestrated and easy transition • Dedicated team with experience Account Management Implementation Team Development Team Support Team Field Training Team • Phased Approach
- 23. Dealer Cost Reductions – 1 Partner (ADP) Optional items that Dealer is getting from third parties today that we could assist with…. • Bundled solution offering deeper discounts Search Advertising and Display advertising Digital Marketing consulting Business Online - Finance On Line, Service Online, Buy Online eNewsletter Live Chat Vehicle videos Lead management Call tracking Google audio All delivered from a company that is in it for the long haul
- 24. Optional Digital Marketing Solutions • Search Engine and Website Display advertising • Digital Marketing Consulting • FinanceOnline • Vehicle videos • White-listed eNewsletter • Live Chat • Lead management • Call tracking • On-line Service Scheduling
- 25. Analytics Omniture & Competitive Intelligence (ClickStream & HitWise) Search Ads 4. Keyword Enriched Sponsored Links & URL’s 5. Contextually Optimized Deep Link Landing Pages Organic Search 1. Content Optimization 2. UGC Link Popularity 3. Search Robots Display Advertising 6. CTR Optimized Media 7. Targeting Networks 8. Key Site Placements 8 Points of Traffic Growth Synergy Integrated Traffic Maximization Strategy
- 26. Highly trained, experienced automotive retail professional “Top Guns” who are proven experts on digital marketing, lead management and sales process implementation. Digital Solutions Performance Consulting Team 1. Unique Visitors: Digital Marketing Efficiencies 2. Conversion Ratio: Site Content & Maintenance 3. Appointment Ratio: Lead Management Process 4. Show Ratio: Confirmation Process 5. Showroom Close Ratio: Preparation & Reception Process Dealer ‘Vital Statistics’ Review
- 27. Finance on Line Dealer-Controlled Pre-Approval Rules • Uses Consumer Credit Report • Real-time Data Secure Environment • Secure Transmission of Credit App • No Email of Sensitive Customer Data • Info Saved in Secure Account for Consumer to View, Edit, or Withdraw Integration Points • Equifax, TranUnion, Experian • w.e.b.Credit • Buy Online • Lead Management / CRM ADP’s Finance Online is Specifically designed to: • Target credit buyers • Increase visit-to-lead conversion • Capture more customer information • Provide rules-based pre-approval • Produce highly qualified organic leads
- 28. Where can Videos be Played?
- 29. eNewsletter Performance Metric Our Average Industry* • Delivery 99.8% 75.3%-84.9% • Open 20.9% 10.9%-14.0% • Click 20.0% 5.2%-13.3% • Avg Dealer List 4,000 Monthly Influenced Revenue (Average Dealer): • Service Appointments 16+ • Vehicle Sales 4+ • Average Dealer Gross $9,456 • Repeat Customer Gross +$300 Annual Influenced ROI • Average Dealer Gross $113,472 • Return 24 :1
- 30. Live Chat • Engage more browsers- 90% of customers leave your dealer site without leaving any information • Serious Buyers- 88% of Live Chat users buy within a month • Live Chat increases site stickiness- 40% say they would surf away from your site without Live Chat • Allows you to build trust and rapport prior to visiting your store • Live Chat leads close at a 1.6 times higher rate on average than dealer website leads • Second highest closing online lead source behind Black Book Online • Floor Traffic – 80% of Live Chat users physically visit your dealership The Average Dealer ROI For Live Chat is 10:1 + Monthly Live Chat Leads 11 Close Rate on Live Chat Leads 28% Average Monthly Units Sold 3 Units Total Monthly Dealer Gross $4,467
- 31. SEO Development Enhancements • Meta-tag Management – automation, defaults, protection • Meta-tag Distribution – to many sites • Domain level Meta-tag Management • Multi-lingual Meta-tag Management • URL Structure – Search optimization • Inventory URLs – enable search engines to access inventory • Site Map - optimization