PresentedBy Ed Neues

ADP/BZ Results…Digital Advertising.

Automotive Advertising 2008

High QualityTrackable Traffic3 Prong Attack!

High QualityTrackable Traffic3 Prong Attack!

Paid Search:3. Sponsored Listings4. Banners

Paid Search:3. Sponsored Listings4. Banners

Digital Ad Network:1. Local Targeting

2. Behavioral

Digital Ad Network:1. Local Targeting

2. Behavioral

Audio Ads:5. Blanket Local Radio6. Cost Effective

Audio Ads:5. Blanket Local Radio6. Cost Effective

Geo Targeting

• Targeting specific states or regions is a highly successful tactic to limit cost and increase ROI by targeting the biggest “feeder” regions for your school.

• Google offers zip code or city targeting and Yahoo and MSN’s targeting capabilities are dramatically improving.

• Including geo modified keywords are essential for campaign success, i.e. “Honda CRV in Vancouver”

Campaign Tracking

• Search Marketing Statistics– Impressions, Clicks, CTR– Leads, Conversion Rate– Revenue, ROAS– Click Fraud Monitoring

• Visitor Reports– Visits, Referring Domains– Popular Pages, Pathing– Visitor Profiles

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Newspaper Radio Television Internet Other

Dealer

Consumer

Today’s Biggest Dealer Advertising ChallengeDealers Overspend on TV, Newspaper & Radio Relative to Influence

Source: NADA

The Average Car Dealer’s Advertising Spend Does Not Match The Consumer’s Car Buying Research and Decision Making BehaviorThe Average Car Dealer’s Advertising Spend Does Not Match The Consumer’s Car Buying Research and Decision Making Behavior

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

Source: 2003 Automotive Consumer Survey, conducted by Insight Express

Car Shoppers Use Search Engines to Find Dealers

Question: How did you find your local dealership site? Audience: 72% used a Search Engine

28%Did Not Use a Search Engine

72%Used a Search

Engine to Assist Me

Advertise Where Your Customers Are!

• Wall Street Journal - Auto Ads Veer Off Newspaper Pages, Head to Web. Dealers are finding Web ads generate strong responses. "Eight out of 10 customers that walk into our dealership have already looked at our Web site," says Wes Lutz, who owns Extreme Dodge/Hyundai in Jackson, Mich.

• NADA Reports - Advertising in local newspapers is the traditional foundation of dealerships' marketing plans. But as dealerships upgrade their Web sites and move ad spending to other media and as newspaper circulation continues to drop, papers are fast losing their primacy. Some dealers say they have stopped running ads in newspapers altogether and their sales are growing.

Search Engines Dominate Online Car Shopping

According to JD Power & Associates, nearly 9 out of 10 New Automotive Internet Users use a Search Engine to find a new car.

No11%

Yes89%

Sources: JD Power and Associates 2005 New AutoShopper

Attack #1 - Search Engine Marketing (SEM)

Also called Pay-Per-Click or Premium SEO

* By combining the AOL User Search Data, Hitwise Search Engine Market Share and Overture Search Tool, you can now estimate with some certainty how many clicks to expect for ranking anywhere in any search engine for any term.

Total Searches: 9,038,794Total Clicks: 4,926,623Total Searches: 9,038,794Total Clicks: 4,926,623

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Click Through Rate (CTR)Click Through Rate (CTR)

Search Engine RankingSearch Engine Ranking

The Importance of Top Search Engine Placement

Automotive Keywords – Which Terms Work

Numbers for illustrative purposes onlyCPC = Cost per click

10

100

1,000

10,000

100,000

Subaru(1.75 CPC) Subaru Outback

Dealer Seattle(.70 CPC)

Queriesper Search Term

High-Volume KeywordsHigher click cost & average conversion

Increased Specificity KeywordsAverage click cost & higher conversion

Highly Specific Keywords Low click cost & highest conversion

Beemer Credit Seattle Auto Finance

(.17 CPC)

2006 Subaru OutbackBest Price Seattle

(.40 CPC)

Search Term Uniqueness

SubaruDealer(1.30 CPC)

Attack #2 - Digital Advertising Media

Boston Herald AccuWeather

Projo Yahoo Autos

Kelly Blue Book Drudge Report

Providence Journal Google Yahoo MSN

BZ Digital Advertising Network

Behavioral Marketing

Post Visit MarketingIt’s cheaper to

convert a qualified prospect than to create a new one

Driving qualified

prospects to your site is expensive

Retargeting

Attack #3 Google Audio Ads

Google Audio Ads Advantage

DEALER TESTIMONIAL

• "Our experience with using the Ford sponsored ADP Digital Advertising program has been nothing short of fantastic. We have used online advertising and Audio Radio campaigns to blanket our market area with great success.”

• From January 21, 2008 to February 29, 2008, we have generated 1,184 30 sec. radio ad plays on 24 stations in our market for a cost of $2.26 per spot. These terrestrial radio ads have played during peak drive times from 6am to 7pm weekdays. Our target impressions were 1,943,067 at a total cost of $4,382.65.

• At the same time we ran an online campaign that produced 2,492 clicks to our website, generated 20,774,648 Impressions at a cost per click of $1.64. Our total cost for 40 days of online AND radio advertising was $8,460.83.

• 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.

• The results are in! Rich Ford was number one in our Region for February 2008 as well as for the Year. We also achieved number 26 in the Nation for new vehicle volume for in February! In this market we have grown. Our total new car sales are up 31.9% year over year and our new truck sales are up 2.8% for the same period.

• The only thing wrong with this type of advertising is that once you experience it, you will not be able to get enough!"

The Micro Site Dynamically Changes To The Exact Vehicle The Customer is Looking for!!

Any Link They Choose Sends a Lead to You!

Why BZ Digital Advertising?

The Best Digital Advertising Team in the Industry• ADP/BZ Results has the best, most experience Digital Advertising Team in the

industry.• We have been doing Digital Advertising for longer than anyone else in the industry

(over a decade).• ADP/BZ Results is the only provider with a team of “Google Certified” SEM experts

running our campaigns.• We currently work with 9 out of the Top 10 eDealers in the country.• Unlike Third Party leads, which are sold to multiple dealerships, our leads are “pure”

and are for your dealership only.• Our website direct leads typically close at 12-15% (compared to 5-8% for Third Party

Leads). • Because of our expert Digital Advertising Team, we are often times able to get twice

as much traffic as our competitors with the same budget.• We are the industry leader in getting the best results for the least amount of money.

Dollar for dollar, no one gets better results than ADP/BZ Results.• If you are not happy with, we have a 30-day written out clause at any time.

SEARCH ENGINE

MARKETING

A Decade Of Expertise Constantly Managing Your SEM Campaign For Maximum Results

Summary

Why Use Search Engine Marketing?• Advertise Where Your Customers Are• Reduce Advertising Costs• Increase Profitability and Sales• Cut-out 3rd Party Lead Providers• Get Measurable Results

Thank you.