Ford Lincoln and Mercury Digital

Advertising
Program summary and overview
Ford Lincoln Mercury Digital Advertising| 8/2/16

Digital Advertising- What is

it?

Text based sponsored links, image based display

ads, and multi-media click-to-play ads

ADP Dealer Services selected to be the primary

supplier and program manager of the Tier 3 Digital
Growth Initiative titled:
Ford, Lincoln and Mercury Digital Advertising
Program for Dealers

Integrates Ford approved advertising creative

content and access to digital ad networks (e.g.
Specific Media, Google, Yahoo! etc.)

Ford Lincoln Mercury Digital Advertising| 8/2/16

Digital Advertising Why do

it?

The average car dealers advertising spend does not

match the car buying consumers media
consumption
Average Dealer Advertising
Spend behaviors
vs. Consumer Media Consumption

40%

Dealer Internet
ad budget
inefficiency

35%
30%
25%

Dealer
Ad Spend

20%
15%

Consumer
Consumption

10%
5%
0%

Newspaper

Radio

Television Internet

Ford Lincoln Mercury Digital Advertising| 8/2/16

Other

Digital Advertising Why do

it?
Marketing Channel

Consideration

Purchase
Ford Lincoln Mercury Digital Advertising| 8/2/16

Newspapers

Visit Dealer

Digital Advertising

Radio Ads

TV Ads

Familiarity

Outdoor

Awareness

The program is working

Testimonial: Darin Wade, VP Rich Ford Sales
Our experience 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 1/21/08 to 2/29/08 our terrestrial radio 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.
The only thing wrong with this type of advertising is that once you
Fordexperience
Lincoln Mercury
Digital
8/2/16
it, you
willAdvertising|
not be able
to get enough!"

Program Metrics
June 1- July 21, 2008
Total Dealer Inquiries
Virtual presentations from
inquiries
Total enrollments
Average Dealer Advertising
Spend
Sales Cycle

Ford Lincoln Mercury Digital Advertising| 8/2/16

365
132 (36%)
29 (22%)
$6200/month
45 days

Program Metrics
June 1- July 21, 2008
Total Dealer Activity by Type
Search Engine Marketing

16

Display

18

Google Audio

16

KBA

n/a (available soon)

Ford Lincoln Mercury Digital Advertising| 8/2/16

Search Metrics
Search Advertising, June 1- July 21, 2008
Active
Participa
nts
This
Impressi
Avg.
Avg.
Period
ons
Clicks CTR
CPC
Cost Position
23,57
2.47 of times an$65,9
Impressions
The number
online ad was
16
953,495
6
%
$2.80
57
2.5
seen
Clicks

The number of times an ad was clicked

on by the viewer

Click Thru Rate (CTR)

Total clicks / total impressions

Ave. Cost Per Click

(CPC)

Ave. impressions/Clicks

Cost

Total clicks * Cost Per Click

Ave. Position

The position the search query result was

viewed
in (best position is #1)
Ford Lincoln Mercury Digital Advertising|
8/2/16

Display Metrics
Display Advertising, June 1- July 21, 2008
Total
Active
Impressi
Ave.
Participant
ons
Impressio
Total
s
Delivere
ns
Clicks
Click Thru
This Period
d
Per Dealer Recorded
Rate
8,287,35
15
7
552,490
9278
.11%

Ford Lincoln Mercury Digital Advertising| 8/2/16

Google Audio Metrics

Google Audio Advertising Participation, June 1- July 21,
2008
Active
Participants
This Period
14

Ave. Spots
Ave.
Per Dealer Impressions
452

Ford Lincoln Mercury Digital Advertising| 8/2/16

839,985

Avg. Cost
$3,637

10

Questions
Ford Lincoln Mercury Digital Advertising| 8/2/16

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