Digital Advertising Solution

Maximizes Dealer Inventory Exposure to Online Shoppers

Customers in the Digital World

Unlike with traditional media where you had one message and hoped it reached in-market customers, digital media gets you in front of in-market customers who are actually looking for you! Exposing your brand and your products to an alert consumer repeatedly throughout their research online builds your profile and creates added interest.

To get your dealership in front of customers where they are choosing to search and shop, Ford Motor Company is partnering with FordDirect to provide a new Digital Advertising Solution. Starting January 1, 2014, Ford Motor Company began paying for a monthly, base level of SEM (paid search) on behalf of all Ford and Lincoln dealerships to drive traffic to dealership DealerConnection websites throughout the year.

GOOGLE, BING, YAHOO SEARCH…

Paid results appear in the top highlighted sections or to the right of the natural search results, leading customers to those links first for sales or service.


Our Solution

As part of the Digital Advertising Solution, each Dealer will receive a monthly consultative call from a dedicated, Digital Advertising Product Specialist to review results, develop a comprehensive strategy and help Dealers already buying paid search to coordinate efforts and maximize their effectiveness. The Digital Advertising Solution’s robust reporting dashboard provides a detailed overview of market coverage, reach and top line performance, as well as current and recommended spend figures for search, mobile, display, and social media. In addition to paid search, the Digital Advertising Solution also offers Dealers a full suite of digital tools to expand your footprint and drive more results.

AT ITS CORE

  • Maximizes Dealer inventory exposure to online shoppers by purchasing low-funnel search terms like your dealership name + geo location (e.g. Ford Motorship Ann Arbor)
  • Increases the ranking and relevance of your DealerConnection site
  • Drives more leads and sales opportunities to your dealership

FEATURES & BENEFITS

RETARGETING

Serves targeted ads to consumers on other websites after they’ve visited and left your site.

VIDEO PRE-ROLL SERVICES

Delivers 'preview' commercials as advertisements before, during or after a selected video on popular sites like YouTube.

ADS WITH EMBEDDED INVENTORY UNITS

Presents specific Dealer inventory and pricing in ads to retarget customers, when clicked, delivers them to the exact inventory page on your DealerConnection website.

MOBILE ADVERTISING

Optimizes ads specifically for consumers using their mobile device.

SOCIAL MEDIA DISPLAY ADS

Places extremely targeted and relevant display ads on popular social applications like Facebook and Twitter.

Much, much more!

INDUSTRY INSIGHT

Combining video advertisements with full-page ads boosts consumer engagement by 22%.

(Source: Rhythm and Insights Premium Mobile Video, Q4 study, 2011)

Six of the top 10 resources car shoppers use are digital.

(Source: Compete, Polk and Google, '2012 Automotive Buy Flow Study', September 2012)

In Google studies for automotive advertisers, paid search has been proven to provide much greater coverage than organic search. Specifically, when advertisers turn off their paid search campaigns, they lose 88% of their search traffic.

(Source: Compete, Polk and Google, '2012 Automotive Buy Flow Study', September 2012)

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