Ford, Lincoln and Mercury Brands

Digital Advertising Program for Dealers

Find Out How ADPs Digital Marketing Partnership With Ford Can Drive
More Dealership Sales And Profits While Reducing Advertising Costs
DEALERSHIP AREA
All Departments

OPPORTUNITIES
Drive Showroom Traffic
Get More Phone Calls
Increase Visitors to
Dealership Websites
Get More Leads from
Dealership Websites

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 ADPs 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 Fords Digital Growth Initiatives

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

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.

To obtain your Ford sponsored Search

Engine Marketing Analysis go to

www.FLMDigital.com
and complete the easy online form.*

*To learn more about how your dealership can benefit from a stronger online presence the Ford, Lincoln and Mercury Digital Advertising
Program for Dealers 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

ADP Digital Advertising Solutions for

Ford, Lincoln and Mercury Dealers

contd

The Ford, Lincoln and Mercury Digital Advertising Program provides a

comprehensive managed solution for maximizing online reach and results
The Ford, Lincoln and Mercury Digital Advertising Program for Dealers is specifically designed to:
Generate more dealer website and showroom traffic
Emphasize the dealers branding and campaign messages
Drive business into all the dealerships profit centers
Work seamlessly with traditional advertising and in-store processes
Improve Dealer Presence in Search Engine Advertising Listings
Provide Dealers with one of the most targeted and measurable advertising resources available
The Ford, Lincoln and Mercury Brand's Digital Advertising Program for Dealers delivers the key components that drive results
including behaviorally and geographically targeted ad placement, eye catching image and animated display ad designs
and sponsored listings on all major search engines used by online automotive shoppers.
Consider these Digital Advertising examples below showing display advertising and 2 types of search listings in action:

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

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

If you would like to learn more about ADPs Digital Advertising solution, please call us at
888.424.6342 or visit us at www.FLMDigital.com and complete the online registration.
ADP INC. DEALER SERVICES GROUP / 1950 HASSELL ROAD /HOFFMAN ESTATES, IL 60169/ WWW.DEALERSUITE.COMSM
2008 ADP, Inc. Dealer Services Group / Printed in U.S.A. The ADP logo is a registered trademark of ADP of North America, Inc.

Ford Lincoln Mercury Digital Advertising Program

Case Study #1 Sponsored Links and Web Site Display Advertising

Rich
RichFords
FordsDarin
DarinWade
Wadecontrolled
controlledeach
eachcampaigns
campaignsobjectives
objectivesand
andthe
theweb
webpages
pagesthat
that
each
ad
was
pointed
to.
In
this
example,
the
dealer
used
sponsored
links
and
display
each ad was pointed to. In this example, the dealer used sponsored links and display
advertising
advertisingthat
thatappeared
appearedon
onweb
websites
siteswhen
whenlocal
localcustomers
customersvisit
visitthem
themtotoexpand
expandthe
the
effectiveness
of
their
total
marketing
and
advertising
budget.
When
asked
about
results,
effectiveness of their total marketing and advertising budget. When asked about results,
Darin
DarinWade
Wadestates
statesWechangednothingelseinourmarketingmixandwesimplydoubledour
Wechangednothingelseinourmarketingmixandwesimplydoubledour
inboundcalltraffic.Wewentfrom272inboundcalls(November21,2007toDecember29,2007)
inboundcalltraffic.Wewentfrom272inboundcalls(November21,2007toDecember29,2007)
intoourCustomerRelationsCenterto476inboundcallsduringthiscampaign.
intoourCustomerRelationsCenterto476inboundcallsduringthiscampaign.Dealer
Dealerinvoicing
invoicing
from
the
FLM
Digital
Advertising
Program
for
Dealers
using
examples
shown
above:
from the FLM Digital Advertising Program for Dealers using examples shown above:
Digital
DigitalAd
AdMedia
MediaPurchases$
Purchases$6,389.72
6,389.72
Media
Management
Services.....$
1,277.94
Media Management Services.....$ 1,277.94
Account
AccountServices..$
Services..$ 495.00
495.00
------------------------------Total
Digital
Ad
Invoice$
Total Digital Ad Invoice$8,162.66
8,162.66
Net
Cost
Per
Thousand
Impressions....$
0.31
Net Cost Per Thousand Impressions....$
0.31
Net
Cost
Per
Visitor..$
2.13
Net Cost Per Visitor..$
2.13

PLEASE NOTE: This Case Study is being used as a real world example, your results
will vary from these because no two advertising campaigns generate identical results!
ADP INC. DEALER SERVICES GROUP / 1950 HASSELL ROAD /HOFFMAN ESTATES, IL 60169/ WWW.DEALERSUITE.COMSM
2008 ADP, Inc. Dealer Services Group / Printed in U.S.A. The ADP logo is a registered trademark of ADP of North America, Inc.

Ford Lincoln Mercury Digital Advertising Program

Case Study #2 Digital Advertising Audio Campaigns (local radio)

Rich
RichFord
Fordsupplied
suppliedallallradio
radiocommercial
commercialcreative
creativeininMP3
MP3file
fileformat.
format. Local
Localradio
radiostations
stationsselected
selectedusing
using
Arbitron
station
format
categories.
Dennis
Snyder
(Dealer)
specified
all
spots
be
exclusively
prime
Arbitron station format categories. Dennis Snyder (Dealer) specified all spots be exclusively primedrive
drive
time
timeday
dayparts
partsaired
airedon
onAlbuquerque
Albuquerqueand
andSanta
SantaFe
Feradio
radiostations
stationsduring
duringmorning
morningdrive
drivetime
time(6(610
10AM)
AM)
and
afternoon
drive
time
(3

7
PM).
Darin
Wade
(GM)
is
using
ADP
Digital
Audio
campaigns
to
diversify
and afternoon drive time (3 7 PM). Darin Wade (GM) is using ADP Digital Audio campaigns to diversify
customers
customersreached
reachedwith
withan
anincreased
increasedfrequency
frequencyofofhearing
hearinghis
hisradio
radiospots.
spots.His
Hisbudget
budgetbuys
buysmore
morewith
withthe
the
lower
costs
available
from
digital
audios
unique
CPM
auction
process
which
guarantees
that
you
only
pay
lower costs available from digital audios unique CPM auction process which guarantees that you only pay
for
forthe
thepeople
peoplelistening
listeningatatthe
thetime
timethe
thespot
spotairs.
airs.ADPs
ADPsDigital
DigitalAudio
AudioAd
Adcampaigns
campaignsprovide
provideRich
RichFord
Fordwith
with
instant
instantaccess
accesstotomore
moreradio
radiostations
stationsininaahighly
highlycost
costeffective
effectivemanner.
manner.Instantaneous
Instantaneousdigital
digitalaccess
accesstoto
over
over20
20radio
radiostations
stationsinintheir
theirmarket
marketprovides
providesRich
RichFord
Fordwith
withthe
theability
abilitytototurn
turnon
onaadime
dimeby
bychanging
changing
scheduled
scheduledspots
spotsininas
aslittle
littleas
as15
15minutes
minutesbefore
beforebeing
beingaired.
aired. Flexible
Flexiblespot
spotrotation,
rotation,access
accesstotomore
more
stations,
speed
to
market
with
time
sensitive
ads
and
reduced
expenses
from
buying
on
a
CPM
stations, speed to market with time sensitive ads and reduced expenses from buying on a CPMbasis,
basis,
create
createaamarketing
marketingvalue
valuethat
thatDennis
DennisSnyder
Snyderand
andDarin
DarinWade
Wadeare
aretoo
toosmart
smarttotoignore.
ignore.Dealer
Dealerinvoicing
invoicing
from
fromthe
theFLM
FLMDigital
DigitalAdvertising
AdvertisingProgram
Programfor
forDealers
Dealersusing
usingexamples
examplesshown
shownabove:
above:

Local
LocalRadio
RadioStation
StationMedia
MediaPurchases..$
Purchases..$7,453.32
7,453.32
Media
Management
Services.....$
1,490.66
Media Management Services.....$ 1,490.66
Account
AccountServices..$
Services..$ 495.00
495.00
------------------------------Total
Digital
Ad
Invoice$
Total Digital Ad Invoice$9,438.98
9,438.98
Net
Cost
Per
Drive
Time
Radio
Spot.$
5.80
Net Cost Per Drive Time Radio Spot.$
5.80
Net
Cost
Per
Thousand
Impressions.$
3.27
Net Cost Per Thousand Impressions.$
3.27
PLEASE NOTE: This Case Study is being used as a real world example, your results
will vary from these because no two advertising campaigns generate identical results!
ADP INC. DEALER SERVICES GROUP / 1950 HASSELL ROAD /HOFFMAN ESTATES, IL 60169/ WWW.DEALERSUITE.COMSM
2008 ADP, Inc. Dealer Services Group / Printed in U.S.A. The ADP logo is a registered trademark of ADP of North America, Inc.

Ford Lincoln Mercury Digital Advertising Program

Case Study #3 Digital Advertising Audio Campaigns (local radio)

San
SanTan
TanFord
Fordsupplied
suppliedradio
radiocommercials
commercialsand
andselected
selectedthe
thestation
stationformat
formatcategories
categoriestotobe
be
targeted
by
the
time
of
day
they
wanted
their
spots
to
air.
Chris
Guerrero
(Dealer
Principal)
targeted by the time of day they wanted their spots to air. Chris Guerrero (Dealer Principal)
isisleveraging
leveragingFord
FordDigital
DigitalAdvertising
AdvertisingAudio
AudioCampaigns
Campaignstotoextend
extendthe
theoverall
overallreach
reachofofSan
San
Tan
Fords
radio
campaigns
throughout
the
Phoenix
metro
area.
Chris
uses
digital
audios
Tan Fords radio campaigns throughout the Phoenix metro area. Chris uses digital audios
cost
costefficiency
efficiencytotoincrease
increasethe
thevolume
volumeofofspots
spotsaired
airedacross
acrossaalarger
largernumber
numberofoflocal
localradio
radio
stations
in
Phoenix.
The
report
above
shows
how
Chris
uses
digital
audio
to
target
the
stations in Phoenix. The report above shows how Chris uses digital audio to target the
time
timeofofday
day(day
(daypart)
part)he
hewants
wantshis
hisspots
spotstotoair
airfor
foreach
eachradio
radiostation
stationby
bytargeting
targetingthe
the
format
category.
Dealer
invoicing
and
net
cost
metrics
from
the
FLM
Digital
Advertising
format category. Dealer invoicing and net cost metrics from the FLM Digital Advertising
Program
Programfor
forDealers
Dealersusing
usingthe
theabove
abovecampaign
campaignresults
resultsisisas
asfollows:
follows:
Local
LocalRadio
RadioStation
StationMedia
MediaPurchases..$
Purchases..$2,388.79
2,388.79
Media
Management
Services.....$
Media Management Services.....$ 477.76
477.76
Account
Services..$
495.00
Account Services..$ 495.00
------------------------------Total
Digital
Ad
Invoice

Audio.$
Total Digital Ad Invoice Audio.$3,361.55
3,361.55
Net
Cost
Per
Radio
Spot
Aired...$
Net Cost Per Radio Spot Aired...$ 17.24
17.24
Net
Cost
Per
Thousand
Impressions.$
3.11
Net Cost Per Thousand Impressions.$
3.11

PLEASE NOTE: This Case Study is being used as a real world example, your results
will vary from these because no two advertising campaigns generate identical results!
ADP INC. DEALER SERVICES GROUP / 1950 HASSELL ROAD /HOFFMAN ESTATES, IL 60169/ WWW.DEALERSUITE.COMSM
2008 ADP, Inc. Dealer Services Group / Printed in U.S.A. The ADP logo is a registered trademark of ADP of North America, Inc.

Ford Lincoln Mercury Digital Advertising Program

Case Study #4 Paid Search and Web Site Display Advertising

Campaign
Ford - San Diego +75 miles Keyword
ABC Motors Ford - National Keyword
Site Category Targeted Ads - SoCal
Display Ads - SD Site Targeted
ABC Motors Ford - SD Keyword
Ford Price Quotes - SD Keyword
ABC Motors - San Diego Keyword
Ford Price Quotes - SoCal Keyword
ABC Motors - San Diego Site Targeted
Ford Models - SD Keyword
Referral Bonuses - SoCal Site Targeted
Video Ads - SD Site Targeted
Southern CA Geo - Keyword
Video Ads SD - Keyword Contextual
0% APR 60 Months - CPC Site Targeted

Impressions Clicks
213,362
243
48,800
116
298,946
89
627,813
163
73,034
125
5,270
1
366,616
884
12,950
16
5,995,252 1,954
27,632
56
730,581
98
34,859
2
30,209
153
103
0
613,971
47

Totals and Overall Averages:

9,079,398

Avg
Avg
CPC
CPM
CTR
0.11% $1.88 $2.14
0.24% $0.51 $1.21
0.03% $1.12 $0.33
0.03% $1.23 $0.32
0.17% $2.06 $3.52
0.02% $0.00 $0.00
0.24% $1.45 $3.49
0.12% $1.10 $1.36
0.03% $1.14 $0.37
0.20% $1.85 $3.76
0.01% $1.59 $0.21
0.01% $26.30 $1.51
0.51% $2.96 $14.97
0.00% $0.00 $0.00
0.01% $2.81 $0.22

3,947 0.04% $1.39 $0.61

Avg
Position
Cost
$456.23
2.90
$58.86
4.30
$100.05
1.00
$200.14
1.10
$256.94
3.00
$0.00
4.90
$1,279.29
2.50
$17.61
3.00
$2,229.96
1.00
$103.79
2.50
$155.33
1.00
$52.60
1.10
$452.14
3.10
$0.00
1.30
$132.27
2.10

$5,495.21

2.32

Average
Averagemonthly
monthlytotal
totalvehicle
vehiclesales
salesfor
foryear
yearprior
priortotostarting
startingdigital
digitaladvertising
advertisingwas
was144.
144.
Since
Sincestarting
startingwith
withdigital
digitaladvertising
advertisingsales
saleshave
haveaveraged
averaged178
178units
unitsper
permonth.
month.24%
24%
growth
in
sales
volume
attributed
to
increased
showroom
traffic,
phone
calls
and
growth in sales volume attributed to increased showroom traffic, phone calls andInternet
Internet
leads
from
digital
ad
campaigns.
Dealers
CRM
tool
shows
a
22%
average
increase
leads from digital ad campaigns. Dealers CRM tool shows a 22% average increaseinin
showroom
showroomtraffic.
traffic.Toll
TollFree
FreeAd
AdTracking
Trackingreports
reportsshow
show24%
24%increase
increaseininphone
phonecalls,
calls,with
with
increased
call
volumes
coming
in
from
dealer
web
site.
Dealer
web
site
Internet
leads
increased call volumes coming in from dealer web site. Dealer web site Internet leads
have
haveincreased
increased33%
33%since
sincestarting
startingdigital
digitaladvertising
advertisingcampaigns.
campaigns.Dealer
Dealerinvoicing
invoicingfrom
fromthe
the
FLM
Digital
Advertising
Program
for
Dealers
using
campaign
examples
above
is:
FLM Digital Advertising Program for Dealers using campaign examples above is:
Digital
DigitalAdvertising
AdvertisingMedia
MediaPurchases....$
Purchases....$5,495.21
5,495.21
Media
MediaManagement
ManagementServices........$
Services........$1,099.04
1,099.04
Account
Services..$
Account Services..$ 495.00
495.00
------------------------------Total
Digital
Ad
Invoice$
Total Digital Ad Invoice$7,089.25
7,089.25
Net
Cost
Per
Site
Visit
Generated.$
1.80
Net Cost Per Site Visit Generated.$
1.80
Net
Cost
Per
Thousand
Ad
Impressions..$
0.78
Net Cost Per Thousand Ad Impressions..$
0.78
Case Study #4: Dealers name, location and URLs changed to protect confidential marketing strategy.

PLEASE NOTE: This Case Study is being used as a real world example, your results
will vary from these because no two advertising campaigns generate identical results!
ADP INC. DEALER SERVICES GROUP / 1950 HASSELL ROAD /HOFFMAN ESTATES, IL 60169/ WWW.DEALERSUITE.COMSM
2008 ADP, Inc. Dealer Services Group / Printed in U.S.A. The ADP logo is a registered trademark of ADP of North America, Inc.

Ford Lincoln Mercury Digital Advertising Program

Case Study #5 Paid Search and Web Site Display Advertising

Campaign
National Search - ABC Ford
National Search - ABC Ford
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors Ford - SD
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
ABC Motors - SD+75 miles
Ford Price Quotes

Ad Group
ABC Ford Since 1965
Ford-USA.com
ABCFordSanDiego.com
SanDiegoFordFocus.com
SDFordExplorer.com
SDFordMustang.com
SDFordExpedition.com
SanDiegoFordF150.com
SDFordEscape.com
SanDiegoFordFusion.com
SanDiegoFordF250.com
SD-Ford.com
Pick a Ford - FordDirect
GetPreapprovedInSeconds
Ford.com RequestAQuote
San-Diego-Ford.com
SDWheels-Ford.com
SoCal-Ford.com
SD-Ford-Mustang
SDFordExpedition.com
ABC Ford Price Quote

Impressions Clicks
373,651
94
216,607
423
41,010
255
4,420
3
3,918
1
89,405
124
10,822
6
30,012
36
29,296
30
35,120
73
6,782
22
14,014
27
43,510
45
42,331
97
39,958
216
19,727
60
95,448
156
154,110
124
44,762
144
22,491
42
16,530
7

CTR
0.03%
0.20%
0.62%
0.07%
0.03%
0.14%
0.06%
0.12%
0.10%
0.21%
0.32%
0.19%
0.10%
0.23%
0.54%
0.30%
0.16%
0.08%
0.32%
0.19%
0.04%

Avg
CPC

Avg
CPM

Cost

$0.73
$0.45
$2.31
$0.68
$0.79
$2.91
$2.54
$2.14
$2.19
$2.15
$3.01
$1.24
$1.09
$0.79
$1.86
$1.51
$1.65
$1.83
$2.22
$2.27
$0.00

$0.18
$0.89
$14.34
$0.46
$0.20
$4.04
$1.41
$2.57
$2.24
$4.46
$9.77
$2.38
$1.13
$1.80
$10.07
$4.58
$2.70
$1.47
$7.14
$4.24
$0.00

$69.01
$192.30
$588.07
$2.05
$0.79
$361.24
$15.26
$77.17
$65.58
$156.72
$66.26
$33.35
$49.07
$76.17
$402.48
$90.31
$257.34
$226.80
$319.41
$95.31
$0.00

Overall Online Totals and Averages: 1,333,924 1,985 0.15% $1.58

$2.36

$3,144.69

Avg
Position
3.4
4.3
3.9
4.6
2.7
2.5
2.6
3.4
3.8
2.4
3.2
3.5
2.6
2.6
2.8
3.9
2.8
3
1.9
2.5
3.7

3.3

Average
Averagemonthly
monthlytotal
totalvehicle
vehiclesales
salesfor
foryear
yearprior
priortotostarting
startingdigital
digitaladvertising
advertisingwas
was62.
62.
Since
starting
with
digital
advertising
sales
have
averaged
75
units
per
month.
21%
growth
Since starting with digital advertising sales have averaged 75 units per month. 21% growth
ininsales
salesvolume
volumeattributed
attributedtotoincreased
increasedshowroom
showroomtraffic,
traffic,phone
phonecalls
callsand
andInternet
Internetleads
leads
from
digital
ad
campaigns.
Logs
show
33%
average
increase
in
showroom
traffic.
Toll
from digital ad campaigns. Logs show 33% average increase in showroom traffic. TollFree
Free
Ad
Tracking
reports
show
38%
increase
in
phone
calls,
with
increased
call
volumes
Ad Tracking reports show 38% increase in phone calls, with increased call volumes
coming
comingininfrom
fromdealer
dealerweb
website.
site.Dealer
Dealerweb
website
siteInternet
Internetleads
leadshave
haveincreased
increased50%
50%since
since
starting
digital
advertising
campaigns.
Dealer
invoicing
from
the
FLM
Digital
Advertising
starting digital advertising campaigns. Dealer invoicing from the FLM Digital Advertising
Program
Programfor
forDealers
Dealersusing
usingcampaign
campaignexamples
examplesshown
shownabove
aboveisisas
asfollows:
follows:
Digital
DigitalAdvertising
AdvertisingMedia
MediaPurchases....$
Purchases....$3,144.69
3,144.69
Media
Management
Services........$
Media Management Services........$ 628.94
628.94
Account
Services..$
495.00
Account Services..$ 495.00
------------------------------Total
Digital
Ad
Invoice$
Total Digital Ad Invoice$4,268.63
4,268.63
Net
Cost
Per
Site
Visit
Generated.$
2.15
Net Cost Per Site Visit Generated.$
2.15
Net
Cost
Per
Thousand
Ad
Impressions..$
3.20
Net Cost Per Thousand Ad Impressions..$
3.20
Case Study #5: Dealers name, location and URLs changed to protect confidential marketing strategy.

PLEASE NOTE: This Case Study is being used as a real world example, your results
will vary from these because no two advertising campaigns generate identical results!
ADP INC. DEALER SERVICES GROUP / 1950 HASSELL ROAD /HOFFMAN ESTATES, IL 60169/ WWW.DEALERSUITE.COMSM
2008 ADP, Inc. Dealer Services Group / Printed in U.S.A. The ADP logo is a registered trademark of ADP of North America, Inc.