Automotive Best Practices

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Automotive Best Practices

• Eight Great Features to Boost Revenue
• Online and in Print
• Tony Lee

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Best Practice 1 Targeted Banner Ads

• Increase lead generation volume and quality of
  leads
• Directly market products and services to
  consumers based on search results
• Place ads on pages displaying search results,
  listing details, articles, research center and
  more
• Rotate ads on a random basis to highlight
  multiple advertisers
• Research which vehicle search terms and locations
  are most popular to serve those first

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Best Practice 2 Reverse Publication

• Well suited for bundled ad packages
• Sell inventory listings per dealer or
  dealer group
• Sell inserts for weekend delivery
• Create rack stand inserts
• Typically brings a significant uplift
  from online to print
• Increases revenue per listing
• Include the same toll free number that dealers
  track online to show them a higher ROI
• Include a web ID for consumers to view more
  details and photos online, which promotes web
  lead submissions

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Best Practice 3 Video Review Sponsorships
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Case Study Portland Toyota Dealers

• Portland has 8 Toyota dealers within a 13-mile
  radius
• One dealer has the opportunity to own the
  exclusive 5-10 second ad that appears before each
  video
• Suggested dealer cost?  100 to 500 per month is
  typical depending on market size
• 21 manufacturers provide at least 4 different
  videos each Toyota has 18 different videos
• Assuming you can sell one dealer per
  manufacturer, monthly revenue would be
• 21 dealers x 100/dealer/month 2,100 monthly
  (small market)
• 21 dealers x 250/dealer/month 5,250 monthly
  (medium market)
• 21 dealers x 500/dealer/month 10,500 monthly
  (large market)

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Best Practice 4 Web ID Integration

• Insert a Web ID in each listing to encourage
  print readers to go online to review photos,
  research information and add comments
• Web IDs increase trackable online leads to show
  better ROI to your dealers, as well as boost
  traffic which increases banner ad impressions and
  click throughs

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Best Practice 5 Expand Beyond Cars

• Diversify online auto revenue by selling to
  RV, classic car, boat and motorcycle dealers
• Allow consumers to search and post private
  party listings
• Add other vehicle research data, such as NADA
  pricing tools, so consumers can research vehicle
  pricing prior to visiting dealerships

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Best Practice 6 Polls Contests Boost Traffic

• Create polls where visitors can vote and view
  results, which drives stickiness and repeat
  visits
• Offer contests and build your email database with
  contact info from all who participate
• Case study 100K circ paper offered one free
  Ipod weekly for six weeks, and attracted 10K new
  email addresses

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Best Practice 7 Widgets

• Place auto widgets throughout your site (not just
  the autos section) to bring consumers to your
  auto pages
• Target specific widgets for advertisers that
  spend more to provide additional exposure. For
  example, create a widget that only shows featured
  vehicles for a specific dealership.
• Be creative when developing widget positions
• Have widgets that feature national sellers, local
  auto malls, dirt-lot dealers and/or private-party
  sellers only
• Offer widgets for car comparator tools, vehicle
  history reports, most-searched vehicle
  types, cars by price range, etc.

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Best Practice 8 Advertise Build Brand
Awareness on Facebook and MySpace

• Represent your business by creating a distinct
  and customized profile on Facebook, LinkedIn,
  MySpace and more
• Display rich media in a flexible layout that
  creates stickiness
• Use it for special promotions, contests or
  special events and target your audience by age,
  gender, location, interests
• Users can find you through their friends, and it
  will allow you to communicate directly with
  visitors
• Use the page to post new product initiatives,
  press releases, promotions, etc.
• Users interactions with your pages spread
  organically to their friends
• Best of all the cost is 0