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
Impressio
ns
Clicks
7,184,47
2
26,142

CTR

Avg. CPC

0.36%

$2.32

Cost
$60,65
0

Avg.
Position
1.3

Impressions

The number of times an online ad was

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

Program Metrics
June 1- July 21, 2008
Total Leads

365

Virtual presentations from leads

132 (36%)

Total sales

36 (27%)

Average Dealer Advertising

Spend
Sales Cycle

$6200/month

Ford Lincoln Mercury Digital Advertising| 8/2/16

45 days

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