Audit Your Advertising: A Six-Figure Decision

Transcription

1 Audit Your Advertising: A Six-Figure Decision Miller Ad Agency Erik Radle, CEO Miller Ad Agency Dallas, TX eradle@milleradagency.com

2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.

3 Learning Objectives 1. Identify five "media missteps" that should always result in a marketing credit. 2. Interpret the effectiveness of your online advertising efforts against multiple performance standards. 3. List multiple key performance indicators for online advertising efforts. 4. Implement a monthly audit that will bring significant savings to your dealership's bottom line. 5. Plan more-effective future advertising efforts based on the questions and answers that follow a monthly audit.

4 Part 1: Five Media Missteps 1. Administrative Control 2. Buying Intelligence 3. Strategic Vision 4. Simple Post Audit 5. Professional Post Audit Part 2: Digital Pitfalls and Audits 1. Ferreting Out Waste 2. SEM 3. Discovering Display 4. Benchmarks for 5. SEO and Emerging Technologies

5 Gaining Administrative Control With the Five Cs 1. Co-Op 2. Cash Flow 3. Compliance 4. Creep 5. Cram

6 Growing Buying Intelligence Requires 1. Knowing Your Audience 2. Knowing Your Media Options 3. Understanding the Competitive Landscape 4. Knowledge of Programming Options Auditing Your Audience Comparing the human "contents" of your CRM to your opportunity universe Discovering how your audience differs in multiple demographics. Examples include: o Age o Ethnicity o Household Income o Level of Education o Responsiveness to Mail How would these factors influence the following? o Media Choices? o Creative Direction? o Day Parting? o Sales Process?

7 Auditing Your Personal Buying Intelligence What is motivating your store in choosing media? What impact are personal relationships having on those choices? What are some common self-inflicted (bad) media decisions? o Last In My Office... o Desire to See My Own Ads o Monkey See Monkey Do Buying Intelligence and Competitive Spend Does It Matter? Where to Find It

8 Buying Intelligence and Rankers Determining Ratings The Impact of Share Quantitative Rankers Qualitative Rankers Buying Intelligence and Network Profiles Matching Audience to Network Strengths Matching Creative and Rotation to Network Strengths

9 Simple to Complex Buying Strategies Run of Schedule Rotators by Day-part Program Specific o Impact of DVR o Impact of External Market Conditions o Impact of Make Goods The Future- Programmatic Buying Strategic Vision Benefits to Placing Annual Buys Negotiating an Appropriate Rate Reduction Getting Bonus and Auto Fill

10 Strategic Vision Monitoring Tier-Two Activity Establishing a "Fire" Fund The Benefits of Cross Promotions Auditing Your (Long-term) Creative Platform Simple Post-Buy Analysis Flight Day Part Rotation Separation

11 Professional Post-Buy Analysis Buying GRPs (Gross Rating Points) Versus Simple Spot Count Reach = Percent of Homes Exposed to Schedule Frequency = Average Number of Times Exposed Recover Owed Points Quarterly Potential Savings of Percent on Average

12 Auditing Online Media for Waste Media Margins and Waste (26 Percent Nuestar Research) From: o Impact of DVR o Impact of External Market Conditions o Impact of Make Goods SEM Pitfalls Platform Choice (or lack thereof) Human Input Lacking Wrong Metrics

13 SEM Audit Tracking Conversions and KPV (Key Page Views) Tracking Calls o Missed o Manually Dialed o CTC (Click to Call) Indications of Fraud Display Advertising Audit Costs by CPM (Cost Per Thousand Impressions) Varieties of Display and Relative Costs Alternative Costing to CPM Specific Items to Audit o Missed o Manually Dialed o CTC (Click to Call)

14 Conversion Profiling Establishes the Demo of Your Website Visitors Including: o Gender o Ethnicity o Age o Household Income o Similar Site Affinity Auditing Display- Retargeting Geography Restrictions Audience-Specific Creative Question of Duration to Retarget

15 Options for Buying Display Advertising Programmatic Publisher-Direct Site Specific Auditing Display- Retargeting Frequency to Your Customer Database Opportunity to Append Your CRM or Customer Database Renting Lists and Benchmark Costing Benchmarks for Performance o Open Rate o Click Through Rate (and how to increase) o Sales Match

16 SEO Pitfalls Duplicate Code and Text Issues Consider The Source (Competitive Conflicts) Sandbox Behaviors SEO Audit By Keyword Progress By Competitive Keyword Progress By Overall Competitive Landscape

17 Heat-Mapping Your Website How Are Arrivals Behaving? What Sources Are Producing the Most Valuable Clicks Indications of Fraud The Gartner Hype Cycle and Auditing Emerging Technology At What Stage Is the Technology? What Can Be Expected from Blue-Casting? What Can Be Expected from Geo-Fencing? What Can Be Expected from Social Media? Auditing Old Media Direct Mail - Phone Numbers, PURLS, Return Address, Sales Match Newspaper- Dirty Hands and Alternate Compensation Models

18 Notes