Saturday, November 22, 2008

The Ford, Lincoln and Mercury Digital Advertising Program

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Today, automotive purchasers are more influenced by the Internet than any other advertising media. In fact, the only product or service more influenced by the Internet is travel. Does your dealership advertise online?

The Ford Digital Advertising program's mission is to help you leverage the latest in digital advertising to better market your dealership. It is about offering you new and exciting options to market your dealerships, and there will be ongoing enhancements and opportunities, many designed exclusively for your dealerships.

This document is designed to introduce you to digital advertising for your Ford or Lincoln Mercury dealership.


1. Do It Yourself Digital Advertising (you do it)

a. Although it may seem complex, many forms of digital advertising can be done by without extensive training. We share with you some of the latest ways you can get started- many of them are even Free!

2. In-Dealership Training - Digital Advertising (we help you)

a. We are pleased to introduce an industry first; a training solution designed specifically by Ford and ADP Dealer Services to train your dealerships how to advertise online. See the attached Appendix B for details.

3. Turnkey Digital Advertising Solution (we do it for you)

a. Ford has partnered with ADP to offer your dealerships some of the most advanced advertising solutions that are available today. If you would like to get started, but do not have the time to train your team, see Appendix ?, attached, for details.

Appendix A: Digital Advertising Purchasing variations

Appendix B: Digital Advertising In-Dealership Training Enrollment Form

Appendix C: Best Practices - How Dealers Can Deploy Viral Marketing on MySpace using 4 Easy Technique

Appendix D: Top Visited Sites in the United States

Appendix G: GLOSSARY of Terms and Definitions

Appendix Z: Google Audio (Radio Advertising) and the Ford Lincoln Mercury Dealer Co-Op Advertising Program (for Ford Digital Marketing Consultants only)

Section 1: Do it Yourself

How to implement Digital Advertising at your Dealership


Although there are many forms of digital advertising, and the Internet space continues to evolve, two of the principle means of advertising online are Display and Search.

Display Advertising – Have you ever been online and seen an advertisement? Similar to newspaper advertisements, display advertising places your ads on key internet sites where you want your dealership ad to appear. These ads can be targeted to consumers in your market area. They can even be targeted (based on behavior) to consumers who are currently in the market for a new car.

Search Advertising – Have you ever utilized Google, Yahoo or any other search engine? What do consumers see when they are searching for a new car in your market area? With search advertising, you bid to see your dealership higher in the search results.

This first section will focus primarily on these two types of digital media.

The following list of Ten Digital Advertising Best Practices organized into two sections:

  1. Preparation and Planning (1 through 7)

  1. Getting Started (8 through 10)

Following this list of Ten Digital Advertising Best Practices you will find useful tips and techniques for leveraging a variety of online resources, including many that are available at no fee to the dealership.

How to Implement Digital Advertising Campaigns for Dealerships

The Ford, Lincoln and Mercury Digital Advertising Program for Dealers has found that the most successful digital advertising campaigns used by dealers have the following components be in place. Dealers we have worked with who report getting outstanding results from their Digital Advertising investments typically have the following ten recommendations implemented, many of which can be executed using in-house resources.

Preparation and Planning – Sections 1 through 7:

  1. Landing Page URL’s – A dealer will need to identify and define the specific landing pages to be used for each type of online advertisement. For example, a dealer that advertises their large selection of Ford F150 pickup trucks would want to serve up their inventory of those trucks to the consumer who clicks on the advertisement that they see online. Likewise, if a dealer is advertising that they provide fast and free online price quotes, the advertisements should be connected to the landing page within the dealer’s web site that provides access to the Quick Quote process. Here are several examples of Digital Ad Campaign landing pages that make use of direct links into relevant sections of a dealer’s web site:
    1. Select a new truck from our Ford F150 Inventory displayed online -
    2. Get a Price Quote on a new Ford, Quick and Easy using our web site –
    3. See our New Ford Specials listed online to save you time and money on America’s best built cars and trucks -

Although many dealers choose to “land” consumers who click on their ads directly on their dealer web site home page, most dealers have found that they get better results by pointing their ads to the specific topic, offer or vehicles that are being featured in the ad. In other words, do not expect consumers to wade through your web site, clicking on menu button after menu button in order to get to what your ad promised them. Send them directly to the section or page within your web site that serves up exactly what the ad promised!

  1. Digital Advertising Messages – Before you can launch a digital advertising campaign, it is important to identify and define the messages your dealership wants to communicate. Part of this process is identifying who you are talking to. Who is the targeted group of customers you want to serve those message to? Keep in mind that in many cases your digital ads will be limited to three lines of 25, 35 and 35 character spaces, so your advertising message has to be very brief and very clear! For example, the exclusive availability of Ford’s Sync system and partnership with Microsoft is a great message for car and truck buyers that are known to use the types of electronic products that integrate with the Ford Sync system. Likewise, most dealers will want to show ads that feature Ford trucks to truck buyers, and ads that feature fuel efficient cars to potential buyers of those vehicles… With Digital Advertising a dealer can address highly targeted groups of customers with specific messages that are of interest to those customers. With Search Engine Advertising a dealer will know what a consumer is looking for by targeting the words that must be entered into a search query in order for the dealership’s advertisement to appear. Obviously, a consumer searching for information on a “2008 Ford Mustang GT” is a great prospect to display an ad for your dealership’s Mustang inventory listing. But, it would probably be very ineffective to show an F150 ad to that same search user.

    Here are a few examples of Search engine advertisements that are targeted to specific groups of buyers:

2008 Ford Truck Inventory
See New Ford Cars-Trucks in Stock
Save Thousands on a New Ford in ABQ

2008 Ford Cars - 35 MPG
See New 2008 Ford Vehicles in Stock
Save Thousands on a New Ford in ABQ

Albuquerque's Rich Ford
Get a Ford Truck Price Quote Online
from New Mexico's Top Ford Dealer!

San Tan Ford in Gilbert
2008 Ford Car and Truck Inventory
Listed Online for Your Convenience

  1. Digital Advertising Creative Content - Decide how your dealership will generate creative advertising illustrations and artwork. Will one of the dealership’s employees be responsible for creating image files, animated GIF’s, Click-to-Play video ads, Flash based animated ads (see and other creative assets for use in your dealership’s online advertising campaigns, or will you outsource this work? Shown below are examples of dealership advertising creative images used in digital advertising campaigns:

  1. Set your budgets - For each digital advertising campaign, and for digital advertising as a whole. Keep in mind that over 70% of Ford, Lincoln and Mercury retail customers use the Internet to get information that helps them decide what vehicle to buy and which dealer to buy that vehicle from. Do not get caught in the trap of using a lead value of $20 in order to determine your digital advertising budgets. After all, do you measure your newspaper ads by how many Internet leads are generated because you put the dealership’s URL in the ad? Do you measure a radio campaign based on how many leads come in from the dealership’s web site? Like other forms of advertising, Digital advertising budgets should be based on how many people the dealership can communicate their message to, and how compelling or effective that message is. Most dealers now agree that at least 20% of the dealership’s advertising budget should be allocated to various types of online digital advertising.

  1. Determine your objectives - For example, some dealers will focus on traffic generated to their dealership’s web sites by counting click-throughs and “Visitors”, while other dealerships focus on communicating their message to as many potential customers as possible by maximizing advertising “Impressions”. Here are a few examples of Google Adwords campaigns and the performance they generated for their dealership located in Arizona during the month of April 2008:

Campaign Name

Current Budget Help




Avg. CPC


2008 Escape

$50.00 / day






2008 Expedition

$50.00 / day






2008 Ford Focus

$100.00 / day






Ford CPC Keyword Search ADP Campaign Template #1

$50.00 / day






2008 F150

$100.00 / day






2008 Mustang

$100.00 / day






Automotive Site CPC Targeted ADP #1

$50.00 / day






Total - 9 active campaigns

$600.00 / day






In the campaign examples shown above you can see that one campaign generated over 13 million advertising impressions but had a Click Through Rate (CTR) of only 0.01%. Yet, another campaign for the same dealership had a CTR of 0.45% which is 450% higher! Can you tell which campaign had a very targeted target audience with an objective of maximum click-throughs versus which campaign was about creating awareness and floor traffic?

  1. Decide what advertising networks your dealership will place the ads on. Because of the proliferation of web sites into hundreds of thousands of popular destinations on the Internet, the advertising industry has seen the creation of several networks made up of sometimes hundreds or even thousands of popular web sites that advertisers can choose in aggregate. When using networks, dealers must then define their geotargeting, or the locations of visitors to web sites within the network that is required in order for the dealer’s ads to appear. Some of the most popular digital advertising networks for dealers include several household names. Although there are at least two dozen very effective online advertising networks for dealers to use, the following networks are used by the Ford, Lincoln and Mercury Digital Advertising Program for Dealers because of their proven effectiveness in reaching online automotive consumers:

    1. Google Advertising Network:
      Site examples: CNN, MySpace, New York Post, Macworld, HowStuffWorks, Univision, AutomotiveForums, Swapalease, Kudzu and thousands more.

    2. Yahoo! Advertising Network
      Site examples: Ebay Motors, Yahoo! Autos, Yahoo! News, Yahoo! Email, Comcast, AT&T,, WebMD, Forbes and thousands more.

    1. Specific Media Advertising Network
      ABC and affiliate stations, CBS Sportsline, Disney Internet Group, E! Online,, Food Network and hundreds more.

    1. Jumpstart Automotive Media Network
      Site examples: Consumer Guide Automotive, J. D. Power & Associates, NADA Guides,,, Motortrend, Car and Driver and many more.

Although the networks above cover 95% of all Internet users in the USA, we have also provided a list of the top 100 most popular web sites by number of visitors, as of May 20, 2008 in Appendix D of this document. For dealers who wish to use online advertising networks, contacting each of the networks listed above, or having your ad agency do so will provide access to an extensive listing of the hundreds and thousands of web sites included within each network. For dealer participating in the Ford, Lincoln and Mercury Digital Advertising Program for Dealers, your campaign manager can review the network budget allocations that make the most sense for your dealership’s location and advertising objectives.

  1. Decide whether or not your dealership is going to advertise on individual web sites published by local or regional companies. For example, in the Phoenix, Arizona market many car dealers buy advertising placements directly on which is a local web site published by the Arizona republic newspaper and one of the most popular sites in Arizona. Other dealers have found that purchasing display advertising space on automotive specific web sites such as, and can be effective in generating awareness and consideration of their dealership. You will want to compare apples to apples, and when most dealers compare the price of advertising on these individual sites on a Cost Per Thousand (CPM) ad impressions basis, they have found they can get a better buy using the purchasing power of an ad network. However, different dealers have different advertising objectives, and if you can get the right package from a publisher such as or the local newspaper’s web site, than it may be worth considering.

Getting Started

When the above list of seven setup recommendations have been put into place, your dealership is ready to get started with Digital Advertising campaigns. The following list provides descriptions of Digital Advertising “Best Practices” number 8 through 10.

This completes our descriptions of the 10 most required Digital Advertising Best Practices, but we have provided many more suggestions and useful information in the remaining sections of this document. You will also find some of the most interesting and effective ways your dealership can attract the attention of automotive consumers using a wide variety of free resources on the web.

  1. Who will manage your dealership’s advertising campaigns? Determine who will be responsible for getting your dealership’s digital advertising campaigns up and running. Who will be assigned the duty of managing each campaign to ensure that budgets are not exceeded? Part of that assignment is to ensure that campaigns are adjusted on a daily and weekly basis to ensure the maximum results for the dealership. In many dealerships that self-administer their digital advertising campaigns, a full time Marketing Manager is given this assignment along with managing other aspects of the dealership’s marketing and advertising programs.

  1. Determine reporting requirements – What reports are going to be prepared and used to evaluate the effectiveness of your dealership’s digital advertising campaigns? You will need to designate a person who will be responsible for gathering the data from multiple advertising campaign sources, then assemble that data into a format that can be used by the dealer or other key decision makers to determine changes in ad campaigns, their messaging and other criteria that determine how effective digital ad campaigns are. Here’s an example of a report used by a dealer’s Marketing Manager and distributed to the dealer, GM and other managers each month:

  1. Check on your Phone Call and Lead Management Processes – Is your dealership properly set up and disciplined to ensure that leads and phone calls generated by your digital advertising campaigns are being properly handled? Who is going to monitor and track leads and calls generated? The worst thing a dealership with poor lead and phone call handling processes can do is to generate more of them! Make sure you are set up to not only respond quickly to Internet leads, but to be able to answer the customers questions and provide them with the information they requested on the first contact. Make sure that everybody who answers the phone understands the digital advertising campaigns that are in progress and any offers or promotions associated with them. All digital ads and the landing pages they point to should have unique phone numbers that allow the dealer and managers to see how many calls were made and then listen to those calls for quality assurance. Dealers and managers must be sure to check on the emails being sent back out to customers so that they know the messages being sent are the right ones and do not contradict the messaging contained with your digital advertising campaigns. With the right phone and lead management processes in place, and showroom processes that integrate with campaign messages, your dealership can sell more cars and trucks using digital advertising.

Digital Marketing and Advertising Best Practices

The following list is made up of over 40 actions that we have observed Ford and Lincoln Mercury dealers in various parts of the country use to drive more traffic into their dealerships. Your dealership can implement any one of these, or several in order to better utilize online marketing and advertising to generate traffic to your dealership’s showroom and websites.

  1. Go to and create an Adwords account for your dealership.
    1. You will need to be the authorized user of a valid credit card to set up your dealership’s Adwords account.
    2. You will need to create at least one Adwords ad campaign in order to open up a new account. You can set the campaign status to “Pause” after creating it if you do now want it to be active.
    3. Google will charge the credit card you use a $5.00 one time registration fee.
    4. You will need an active email account in order to create a Google Adwords account. It is recommended that you create a Google email account for use by the dealership by going to and signing up for the free service.
    5. You will need a destination URL, or web site address that is valid and meets Google’s various requirements, such as no pop-up ads or coupons, in order to create your first valid Adwords campaign.
    6. For detailed and expert instructions on Google Adwords, visit this web site:
    7. Create a keyword based search advertising campaign using Google Adwords that is geotargeted to local customers and is targeted to keywords like to be used by automotive consumers seeking your dealership’s products and services.
    8. Use your Google Adwords account to buy display advertising (banner) space on popular websites using geotargeted placement campaigns your ads only appear to locally based web site visitors within the dealership’s primary market area. Geotargeting and paying on a Cost Per Thousand (CPM) impressions or Cost Per Click (CPC) basis is required for a good ROI.

There are countless numbers of various web sites, blogs and supposedly hard to get documents available to learn how to better manage Google Adwords campaigns... To this day we have not found anything with faster and more direct access to the answers needed by car dealers about managing various types of Google Adwords campaigns than this site:

If you haven't visited this page lately, you owe it to yourself and anyone you work for to check it out and look at all the information it provides around different types of Google Adwords campaigns, such as Placement Targeted, Google Audio and other types...

Shown below are some of the categories and topics of information that visiting the Google Adwords Support page provides direct access to:

Monitoring Performance

- Account Statistics

- Report Center

- Conversion Tracking

- Account Snapshot & Alerts

- Google Analytics

Ad Quality and Performance

- Quality and Performance Overview

- Quality and Performance Factors

- Troubleshooting

- Improving ad performance

Targeting My Ads

- Targeting by Location

- Targeting by Language

- The Google Network

- Placement Targeting

- Video Targeting on the Content Network

- Targeting YouTube Content

Working with My AdWords Account

- Account Login and Administration

- Cost and Budget

- Tools

- Keywords

- Ads and Ad Groups

- Campaigns

About AdWords

- Interested in AdWords

- Signing Up for an Account

- Starter Edition

- Glossary

- Industry Knowledge Center

- AdWords Learning Center

General Account Information

- Payments

- Billing

- Advertising Policies

- Privacy

- Invalid Clicks

  1. Set up a site at , then write something great about your dealership or people that our customers of your dealership that is interesting and is not a direct sales pitch and email other bloggers to let them know – there’s a good chance they’ll link to you
  2. Post comments and answers within online forums, then have a signature link in forums that points to your dealership’s web site.
  3. Post links to your pages to social bookmarking sites.
  4. Leave comments on other people’s blogs and link back to your site (tip: look in the digg upcoming section for blog posts about to get a lot of traffic).
  5. Have the opposite opinion on everyone else on popular automotive topics. Everyone will link to you saying you’re wrong.
  6. Answer questions on Yahoo Answers and reference your dealership’s web site.
  7. Post in Yahoo and Google Groups with a link to your site in your signature.
  8. Have your web site provider make a 404 page that redirects to your homepage – no point losing visitors due to ads or links that have somehow picked up extra characters in the URL string.
  9. Have an opt-in form for newsletters, specials and event announcements – Trade links with other web sites… Then, have an opt in form on your confirmation page.
  10. Review the vehicles you sell on automotive social network sites and popular blogs – If your review of a new or existing vehicle model is positive, email local publications and ask to be featured in their automotive section.
  11. Write articles and submit them to online article directories.
  12. Write a Press Release from your dealership announcing your web site, new facilities, or other events and submit it to (make sure it is newsworthy)
  13. Use PayPerClick Advertising Campaigns to dive traffic to your web site. (e.g Google Adwords, MSN Adcenter, Yahoo! Panama application.
  14. Add an RSS subscribe button/link in a high profile spot on your dealership’s site.
  15. Add an eNewsletter mailing list subscribe form in a high profile spot on your site
  16. Add a “bookmark this site” link in a high profile spot on your dealership’s web site.
  17. Use a “Send to a Friend” Script on your site so people can email their friends and relatives links to look at a specific vehicle or an information section within your website.
  18. Submit your dealership’s blogs to a blog directory.
  19. Submit you dealership web site RSS feeds to RSS feed directories
  20. Have links to your dealership’s website in vehicle for sale posts on Craigslist (but don’t spam with multiple entries)
  21. Optimize the titles of your dealership’s web site pages to include keywords that automotive consumers will likely use in their search queries.
  22. Buy links to your dealership’s web site that are published on popular automotive web sites such as,, and others.
  23. Buy independent reviews about your dealership’s web site on other popular web sites used by automotive consumers in your market area.
  24. Send articles to online and eZine publishers with text based links back to your website that reference specific subject matter.
  25. Engage in viral pushes to seek out link bait (Videos work well), post it in forums, social bookmarking sites like digg, email bloggers, and get a few people to vote for you on social bookmarking sites – this little push could start a viral chain reaction!
  26. Have links to your dealership’s web site on community sites like MySpace, Friendster, Flickr, FaceBook, Ning and others.
  27. Use a traffic trading system such as what offers.
  28. Create a free product give away campaign featured in online blog postings (t-shirts, key fobs, oil changes, gas cards, tickets to NASCAR events, etc.).
  29. Submit your dealership’s web site to the hundreds of free directories – use the viles-silencer list.
  30. Do a group feature where you get automotive enthusiast website owners that focus on your brand to participate – ask them to submit opinions on your web site.
  31. Hold a competition for the Top 10 automotive enthusiast web sites focused on your brand – 1 month later publish the results and let everyone know who is being featured – encourage links to view rank position in the contest results.
  32. Pass out business cards with your dealership’s web site URL when you go to various public events and gatherings.
  33. Seek out affiliated product suppliers, such as insurance companies, car washes, banks and credit unions to develop web site referral and product description affiliations.
  34. Submit videos that feature customers and employees using your vehicles to video sharing sites like YouTube and Metacafe. Include links to the dealership’s web site in the description and within the actual video.
  35. Provide vehicles to local website owners to get them reviewed with links to your inventory for that vehicle.
  36. Contact popular automotive web sites and ask to write some guest posts for them
  37. Create pages with links to your site on places like Squidoo and Hubpages
  38. Place classified Ads on eBay with a link to your website
  39. Use links in your email templates and auto responders to keep people coming back to your site.
  40. Exchange links with a few non-automotive sites in your local market area.
  41. Network! Email other site owners, phone them up, go to automotive industry events and get your dealership known as a leader in digital marketing and online customer service. If enthusiasts know your dealership they will likely talk about your store on their web site every time you have something interesting going on.
  42. Many forums have a place for you to advertise your site once – find them and do it.
  43. Purchase advertising in local company emailing lists and eNewsletters.
  44. Create an Amazon profile and start submitting reviews with links to your dealership’s products and services.
  45. Create profiles on MySpace and start networking in groups that are interested in your brand of vehicles.
  46. Conduct a local consumer survey and publish the results – make sure you let people know about it using broadcast emails.
  47. Get OEM published content and post summaries on multiple blog sites. Add a commentary to the top with links to more details, create a unique title, and post the promised additional details and information to your dealership site – new content generates new traffic.
  48. Create a cartoon mascot for your site – then hold a competition for someone to create the best game for it – pay the winner a decent amount.

Section 2 – In Dealership Digital Advertising Training

The following 2 day agenda outlines and describes the in-dealership training program that Ford Motor Company’s Digital Marketing Team has prescribed and developed. The services are provided through the ADP Digital Marketing Consulting Team. ADP has a team of highly trained and experienced Digital Advertising Managers who come to your dealership and get you started with Digital Advertising Campaigns that are more likely to produce results for your dealership than if you tried to go it alone.

A sample of the Ford and Lincoln Mercury Dealer Enrollment agreement used to enroll in this service is shown in Appendix B. Dealer cost along with terms and conditions are shown in the document listed in Appendix B.
Section 3 – A Turn Key Digital Advertising Solution for Dealers

*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 ranking analysis at no cost to the dealer that shows 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

Appendix A

Digital Advertising Purchasing variations

The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.

  • CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions. The M in the acronym is the Roman numeral for one thousand.

CPM Refers to Cost per thousand impressions. The CPM model refers to advertising bought on the basis of impression. This is in contrast to the various types of pay-for-performance advertising, whereby payment is only triggered by a mutually agreed upon activity (i.e. click-through, registration, sale).

The total price paid in a CPM deal is calculated by multiplying the CPM rate by the number of CPM units. For example, one million impressions at $10 CPM equals a $10,000 total price.

1,000,000 / 1,000 = 1,000 units
1,000 units X $10 CPM = $10,000 total price

The amount paid per impression is calculated by dividing the CPM by 1000. For example, a $10 CPM equals $.01 per impression.

$10 CPM / 1000 impressions = $.01 per impression

  • CPV (Cost Per Visitor) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.
  • CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay every time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.
  • CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.
  • Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.

  • Floating ad: An ad which moves across the user's screen or floats above the content.
  • Expanding ad: An ad which changes size and which may alter the contents of the webpage.
  • Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed
  • Wallpaper ad: An ad which changes the background of the page being viewed.
  • Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.
  • Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.
  • Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
  • Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.
  • Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.
  • Mobile ad: an SMS text or multi-media message sent to a cell phone.

In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.

Appendix B

ADP Consulting Services Digital Advertising In-Dealership Training Enrollment Form

(Contracts fax number: 401-385-9457, Corporate Office Ph: 401-385-3203)

Dealership Information


Sales Code:

P & Code:

Street Address:






Dealer Principal:


Primary Contact:


2008 Digital Advertising Program for Dealers In-Dealership Training Services – ADP Catalog # 00042-27

o Digital Advertising Ford and Lincoln Mercury Training Module (2 days )

This service provides 2 days of onsite training, following a Ford-specific digital advertising curriculum. Sold per site. No discounting. Fee includes all travel related expenses for trainer. The following ADP Dealer Services catalog number is to be used specifically for the Ford/Lincoln/Mercury digital advertising program only: 00042-27

Dealership Training Cost / Commitment

Total Days

Dealer Cost (Price per Day)

Total Dealer Investment




Traditional In Store Training can cost up to $2400.00 per day or more. Ford Motor Company recommends and endorses this ADP Digital Marketing Consulting Services training offering for dealers who decide to implement digital advertising campaigns. Dealership cost is $1870.00 per day for two days and a total cost of $3740. Ford Motor Company reserves the right to revise the In-Dealership Training and provide a Subsidy Qualification upon written notification to the dealer, providing new terms and conditions, which will remain in place unless this enrollment agreement is terminated. By signing this enrollment agreement you agree to be billed for the actual training days received. I understand that billing will be issued through ADP Dealer Services generated invoices and the billing is based on actual training days received. I also understand that any days not taken in a specific quarter may be forfeited and Ford Motor Company reserves the right to re-assign these days to another dealer. I also agree that all appropriate persons will be present to participate in the training on all scheduled training days.

Terms and Conditions

Either party may terminate this enrollment agreement upon 30 days written notice. It is further agreed that termination of this enrollment agreement by the dealer will require an exit meeting between ADP and the Dealer Principal. Note: Cancellation of scheduled training or call dates are counted as training days and subject to billing, unless written notification to ADP is received 10 days prior to the scheduled training or call date. Ownership; Confidentiality. You acknowledge that ADP, or if applicable, third party providers (“Other Providers”) own all right and title to any training materials or curriculum, software and any other items (collectively, the “Training Materials”) provided by ADP. ADP reserves all rights not expressly granted herein. You acknowledge that the Training Materials provided hereunder contain confidential information and techniques developed by ADP and Other Providers and are to be used for Your internal purposes only in conjunction with the training provided. You agree: (a) not to copy, distribute, modify or create derivative works based on the Training Materials; (b) to maintain the Training Materials in complete confidence; (c) not to disclose or provide access to any Training Materials to any third party, except your employees who have a need for access to operate your business and who agree to comply with your obligations under this enrollment agreement; (d) to notify us immediately of any unauthorized use or disclosure of the Training Materials; and (e) to cooperate with us to protect the proprietary rights in the Training Materials. You also agree not to modify, disassemble, reverse engineer, create derivative works based on, decompile or relicense, sublicense or otherwise distribute any software provided to you hereunder. ADP makes no representations as to improved performance levels of Your business as a result of the Services provided. ADP HEREBY DISCLAIMS ANY AND ALL WARRANTIES WHETHER EXPRESS OR IMPLIED WARRANTIES, INCLUDING IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. ADP SHALL NOT BE RESPONSIBLE FOR ANY DIRECT OR INDIRECT DAMAGES ARISING AS A RESULT OF THE TRAINING PROVIDED HEREUNDER, WHETHER OR NOT FORSEEABLE UNDER ANY THEORY OF RECOVERY.

Dealership, Ford Motor Company & ADP Consulting Services Signatory Authority

Dealership Signatory Authority:



Print Name:________________

ADP Digital Marketing Representative:



Print Name:______________

Appendix C Best Practices

How Dealers Can Deploy Viral Marketing on MySpace using 5 Easy-to-Try Tips

Social networks offer powerful top-of-mind awareness opportunities for dealers. Online communities are a breeding ground for viral marketing. They help you motivate your advocates of your brand of vehicle to spread your dealership’s messages to their friends.

Heidi Browning, Senior VP Client Solutions, Fox Interactive Media, and her colleagues at MySpace refer to viral consumer-to-consumer (C-to-C) branding as a campaign's "momentum effect." Display ads can have a Dealer-to-Consumer branding effect, but an online digital advertising campaign can gain momentum and have a stronger impact with Car Buyer-to-Car Buyer sharing of dealership information and recommendations.

"It's that old notion of a referral from a friend is stronger than a referral from a dealership’s ad," Browning says.

When trying to get a viral push, Browning says, "your media drives the momentum, your momentum drives, basically, all your value-added impressions have an impact on people's interest and intent to purchase your product."

There are six common ways people interact with retailers, including dealerships on MySpace:

  1. Visit a branded MySpace page

  1. Download branded content

  1. Share content with friends

  1. Post content on their profiles

  1. View content on friends' profiles

  1. Receive content from a friend

Here are five tips for following a similar strategy:

> Tip #1. Set up a MySpace profile

First, set up a MySpace profile for both your dealership and each of your dealership’s departments. A profile for the service, parts, finance and insurance, and sales departments can help with creating a connection with that department’s customers. Dealers can create profiles, upload valuable content, hold contests, share content with their customers on their "friend list" and create opportunities for dealership focused messages to spread virally.

> Tip #2. Know your audience

MySpace members share loads of private information about themselves. "It's on their profiles for the world to see," Browning says. "This makes a dealer’s targeted audience easy to find and understand. You want to learn "what are their passions, what are they interested in, and how as a dealership you can align yourself with those passions."

You can gather the information yourself by:

  • Watching who's interacting with your brands and types of vehicles

  • Seeing what their interests are

  • Seeing what their friend's interests are

  • Searching for similarly interested people on the network

MySpace also offers an ad delivery system called "HyperTargeting." It's based on "user-expressed information," says Browning. "We have over 4 billion data points on our members. They tell us every day what they like, what music they listen to, what movies they watch, what TV shows they like, are they getting married, are they having kids. We are able to harness these interests and group people into high-level enthusiast segments. We've got about 700 segments that we can drill down into and deliver ads to."

Because the service is frequently customized, Browning could not point to an exact price for buying hyper-targeted MySpace ads, but she called it a "premium service" and its price is "one of the top."

> Tip #3. Empower your audience to spread the brand

People go on MySpace to interact with friends. If you give them content that's fun or interesting and about the cars they drive, they will usually share it. Below are two examples of campaigns that encouraged users to interact with a dealership in all six of the ways listed above.

#1. Dealership Branded MySpace contest

ABC Ford held a “Burnout Band Slam” contest to promote its new 2008 Focus with Microsoft’s Sync system, in late 2007. The contest invited bands without a recording contract to submit songs to be voted on by the MySpace community at the Burnout Band Slam MySpace page. The winning bands received a Virgin Records demo contract and an agreement to have their song preloaded into the music library of every Sync equipped Focus sold by the dealership for one year.

Band members spread the word to friends to vote for their songs. Other ways the campaign encouraged the momentum effect:

  • Downloadable video

  • Downloadable images

  • Downloadable desktops

  • Downloadable MySpace profile skins

  • Newsletter

  • Branded message board

#2. Branded community experience

XYZ Lincoln Mercury ran a campaign from its MySpace page for two types of vehicles: the Lincoln MKX and the Lincoln MKZ. Visitors to the page were encouraged to take a personality test to determine if they were a "MKX-type" or an "MKZ-type." After a visitor's type was determined, the page changed to a MKX- or MKZ-themed creative style and offered corresponding content specific to each vehicle.

"That really got people engaged in that sort of competitive spirit. We arranged for people to have a smackdown with comments and blogs," Browning says. "For me, I was a MKX, so all of my assets that I could take to my page were MKX-related. I could only comment about the MKX against the MKZ... the whole smackdown thing. But that drove a ton of momentum because people would be like, 'Go check it out. What are you?'"

Be authentic

It's not easy to fool the MySpace crowd. They don't like underhanded marketing tactics and can immediately smell when something is fishy. Browning declined to name brands, but she has seen deceptive MySpace strategies fail.

"They basically created this character for their brand. The person was just supposed to be a MySpace user and a blogger and supposed to be kind of a techie, funny person. He wasn't. The conversations were forced, and the products were woven [into the conversations] in an obvious way. It was not really well done and it showed. They didn't have a lot of friends. They didn't have a lot of people visiting. They didn't have a lot of people talking about their brand. They actually had some comments asking them, 'Are you for real?' You can't do that. People are smarter than that."

> Tip #4. Aim for the long term

One-off campaigns can work in MySpace, but Browning suggests a long-term strategy to learn more about your dealership’s customers and their MySpace activities, and keep your dealership’s advocates engaged. Three ways to keep a MySpace page going are:

1. Refresh content

Members will be more likely to visit your page if they expect something new. Content can include videos, coupons, digital banners, interviews, ringtones, podcasts, etc. The content needs to be valuable. Otherwise, no one will care or share.

2. Plan in advance

Have a publication strategy for your dealership’s MySpace profile. Don't neglect it because it's not your dealership’s web site homepage. Your profile is the face of your dealership to the MySpace community. Follow a plan to ensure that its content will be consistently valuable and prepared in advance.

3. Watch your communication strategy

"Once people say, 'I want to be a friend of you, as a dealership' opting into that dialogue with you, that means that the dealership has permission to send MySpace users bulletins, information and notices," says Browning.

However, dealerships have to be respectful of that relationship to avoid damaging their reputation. "We've seen bad situations where dealers have messaged people on a weekly basis, and that's too much. It borders on too many conversations."

An example of a marketer who does it well: Ford Motor Company. "They only do it when they want to draw people back in to the community," Browning says. "They might only do a quarterly refresh of content message out, 'Hey, we've got some great information, new model introductions or great new videos,' a reason to come back with the community and reengage with the members there."

> Tip #5. Use Video Best Practices To Generate Used Car Traffic

Online Videos of Used Cars are Now Getting Indexed by Google

Ford dealers selling used vehicles that learn about this new development are VERY excited about being at the top of Google search results for used cars they have for sale based on their online video content... Try this:

Go to
Enter search query: "
used Hondas in santa clara"
Check out the results...
(Example shown below)

Used Honda Accord Santa Clara CA 95051 – AOL Video

Year: 2006 Make: Honda Model: Accord Engine: 2.4L I-4cyl Trans.: 5-Speed Automatic Exterior: Miles: 22070 Stevens Creek Nissan 4855 Stevens Creek Bo... - 9 hours ago - Similar pages - Note this

NOTE: Google is now ranking video content very high, the Ford LM Digital Advertising Program for Dealers from ADP Digital Marketing can tailor key words to match different search queries (entries) most relevant to your dealership’s advertising objectives.

Appendix D

Top Visited Sites in the United States

According to these are the most popular sites on the web. Learn more.

1. Google

Enables users to search the Web, Usenet, and images. Features include PageRank, caching and translation of results, and an option to find similar pages. The company's focus is developing search technology. Site info for Site Info icon

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2. Yahoo!

Personalized content and search options. Chatrooms, free e-mail, clubs, and pager. Site info for Site Info icon

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3. Myspace

Social Networking Site Site info for Site Info icon

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4. YouTube

YouTube is a way to get your videos to the people who matter to you. Upload, tag and share your videos worldwide!
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5. Facebook

A social utility that connects people, to keep up with friends, upload photos, share links and videos.
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6. Windows Live

Search engine from Microsoft.
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7. Wikipedia

An online collaborative encyclopedia.
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8. Microsoft Network (MSN)

Dialup access and content provider.
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9. EBay

International person to person auction site, with products sorted into categories.
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10. AOL

America On Line's portal, offering search, shopping, channels, chat and mail.
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Free, automated weblog publishing tool that sends updates to a site via FTP.
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13. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Site has numerous personalization features and services including one-click buying, extensive customer and editorial product reviews, gift registries, gift certificates, wish lists, restaurant and movie listings, travel, and photo processing.
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14. Go

A searchable directory, news, stocks, sports and free e-mail.
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15. Photobucket image hosting and photo sharing

Provides image hosting for auctions, live journals, blogs, message boards, personal websites and online photo albums. Reliable, fast and very simple to use.
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16. CNN - Cable News Network

Includes US and international stories and analysis, weather, video clips, and program schedule.
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17. The Internet Movie Database

Features plot summaries, reviews, cast lists, and theatre schedules.
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18. ESPN Sportszone

Information about all college and professional sports.
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19. Microsoft Corporation

Main site for product information, support, and news.
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20. Flickr

Picture galleries available with social networking, chat, groups, and photo ratings.
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21. RapidShare

Users can upload up to 100 meg files for sharing. Provides downloads of 100 megs per hour on the free service. Premium service also available.
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Offers forecasts for cities worldwide as well as radar and satellite maps. Also includes news stories and allergy information.
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25. AOL Instant Messenger

The official Web site of AOL Instant Messenger. Exchange messages with friends, family, and colleagues online.
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28. The New York Times

Online edition of the newspaper's news and commentary. [Registration required]
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29. Fastclick

An online advertising agent that provides products, such as Ad Network and AdServer, to ensure optimal output and performance for its clients.
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30. About

Directory features links, articles and reviews.
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31. LiveJournal

A service for journals and blogs, that also offers privacy controls, photo storage, publishing tools, style templates, and online communities for many interests.
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32. Digg

Technology focused news site where the stories are chosen by community members rather than editors.
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34. IGN

Includes codes, reviews, previews, features, releases, hardware, contests, and a gamestore for console and PC games.
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35. MapQuest

Find directions for and explore towns and cities worldwide. Display addresses on a map, view nearby businesses, get driving directions and maps, and plan a trip with city information. Also includes aerial photographs of selected areas.
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ImageShack® is a free image hosting solution. It can be used to share pictures with friends, as well as post images on message boards and blogs. It can also be used to direct link images from your personal website or online auction. And best of all, it's completely free.
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Lexico Publishing Group provide an English dictionary and On This Day, with additional reference material from Crystal Reference, The Columbia Encyclopedia, and Wikipedia. Web directory uses ODP data.
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38. Apple Computer, Inc.

Apple's main homepage.
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39. GameSpot

News, reviews, previews, screen shots, movies, message boards, FAQs, game guides, and downloads for computer and console video games.
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The official site of the National Basketball Association. Includes news, features, multimedia, player profiles, chat transcripts, schedules and statistics.
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43. BBC Newsline Ticker

Headline ticker will automatically update throughout the day with the latest news, sport, travel, finance and weather from the BBC. Available for multiple OS platforms.
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44. Chase Manhattan Bank

The largest banking company in the United States.
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Internet Television Peercasting Network
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46. Official Site of Major League Baseball

Covers MLB on a daily basis, including RealAudio, video clips, interviews, statistics, schedules and exclusive stories about the great American pastime. Includes contact information for the Manhattan based organization.
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Offers search for web sites, images, news, blogs, video, maps and directions, local search and shopping.
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48. Bank of America

Nationwide bank. Includes product and service information, online banking and bank location finder.
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49. Mininova

Large searchable torrents directory.
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50. LinkedIn

A networking tool to find connections to recommended job candidates, industry experts and business partners. Allows registered users to maintain a list of contact details of people they know and trust in business.
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51. Orkut

Social networking and discussion site operated by Google.
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52. Megaupload

Megaupload is a "leading website of the world" for transferring files easily, with complete security and free of charge.
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Reviews, news, and prices on tech products, as well as free downloads and newsletters.
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54. Imeem

Users interact with each other by watching, posting, and sharing content of all media types, including blogs, photos, audio, and video.
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55. Best Buy

International retailer of consumer electronics and entertainment software under the names Best Buy, Magnolia, and Future Shop. Also offers online shopping. Store locator, investor information, career opportunities.
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56. ImageVenue hosting

World s most popular free image hosting for bloggers and message board users.
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57. Adobe

Provides a range of products for digital media creation and editing, multimedia authoring, and web development. Includes documentation and support for all software.
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60. Netflix

Flat monthly fee by mail service.
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61. Road Runner

Time Warner's cable internet service.
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62. The Pirate Bay

Worlds largest Bittorrent tracker.
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63. Wal-Mart

Online sales from the discount store.
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64. Dell Inc.

Dell is your place to learn about and buy a notebook, desktop, server, printer, software, service, monitor or TV. Buy direct from Dell.
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65. Dailymotion

On demand video publishing and sharing website, strongly interfaced with video blogs.
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66. Target

Trend-forward merchandise at this national discount retailer.
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Major ad serving player with solid technology. ZEDO is one of the 3 high quality ad serving companies that focuses on solid technology, great service and its customers. It does not compete by running an ad network and is well respected in the industry. ZEDO is especially good at Rich Media for Publishers and at Optimization for ad Publishers and Direct Marketers.
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68. Washington Mutual

Offers banking and financial services, mortgage loans: features online account access.
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69. TypePad

Service for hosting and publishing weblogs and photo albums.
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70. Blizzard - World of Warcraft

The official site containing news, trailers, gameplay videos, wallpapers, screen shots, and the official forums.
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72. CNET

Download shareware, freeware and Demo software for PC, Mac, Linux, and Handhelds categorized into categories, plus software reviews.
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73. Megaupload

Megaupload is a "leading website of the world" for transferring files easily, with complete security and free of charge.
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75. AT&T

Provides long-distance, international and wireless services as well as internet access.
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76. Hi5

Offers a profile page, a friend request feature, photo storage, music reviews, video, and email.
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77. GameFAQs

Includes FAQs, walkthroughs, message boards, user submitted reviews, and codes for all console and computer platforms.
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78. United States Postal Service (USPS)

USPS home page providing access to services, products, employment opportunities, and general agency information.
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Search for jobs or careers using 13 different criteria, or post resumes and let employers with job openings find you. Also has a section of advice and career-related information resources.
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80. IsoHunt

Welcome to isoHunt, the most complete BitTorrent search engine. Site info for Site Info icon


Online computer parts, peripherals, accessories, and components. Site info for Site Info icon

82. Verizon

Offering national dialup, DSL and wireless Internet access plans. Site info for Site Info icon

83. Fox News Channel

Offers worldwide news coverage, analysis, show profiles, broadcast schedules, team biographies, and email news alerts. Site info for Site Info icon

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An ad-supported reference search service, which displays concise answers drawn from over 100 encyclopedias, dictionaries, glossaries and atlases. Site info for Site Info icon

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XTube is the first adult community to offer the best in online entertainment with features such as photo and video sharing, social networking, video on demand and XTube will even pay you in real US dollars to sell your home-made adult photos and videos on Site info for Site Info icon


Provider of family-based games for everyone including card, board, word, trivia, bingo and casino games with no software installation, plug-ins or long download time.
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91. Internal Revenue Service

The IRS is the U.S. government agency responsible for tax collection and tax law enforcement. Contains downloadable forms, instructions, and agency publications. It also includes "The Digital Daily," an almost-humorous online newspaper.
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92. Gaia Online Community

General Anime, Manga, and video game discussions, a links database and a fan-art gallery. Lets members create and customize characters to represent themselves.
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97. UPS

Company news, tracking, software, employment information, and FAQ.
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99. Geocities
15 Mb with 3Gb monthly bandwidth limit. Banner or Pop-up ads on each page. Browser or FTP uploads. On-line editor. CGI scripts: counter and guestbook. URL: ''. Site info for Site Info icon

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Appendix G: GLOSSARY

Digital Advertising definitions and links to related references for terminology generally used in regards to Internet based advertising solutions used by car dealers:

Ad : For Web advertising, an ad is almost always a banner , a graphic image or set of animated images (in a file called an animated GIF ) of a designated pixel size and byte size limit. An ad or set of ads for a campaign is often referred to as "the creative." Banners and other special advertising that include an interactive or visual element beyond the usual are known as rich media .

Ad rotation : Ads are often rotated into ad spaces from a list. This is usually done automatically by software on the Web site or at a central site administered by an ad broker or server facility for a network of Web sites.

Ad space : An ad space is a space on a Web page that is reserved for ads. An ad space group is a group of spaces within a Web site that share the same characteristics so that an ad purchase can be made for the group of spaces.

Ad view : An ad view, synonymous with ad impression , is a single ad that appears on a Web page when the page arrives at the viewer's display. Ad views are what most Web sites sell or prefer to sell. A Web page may offer space for a number of ad views. In general, the term impression is more commonly used.

Affiliate marketing : Affiliate marketing is the use by a Web site that sells products of other Web sites, called affiliates , to help market the products., the book seller, created the first large-scale affiliate program and hundreds of other companies have followed since.

Banner : A banner is an advertisement in the form of a graphic image that typically runs across a Web page or is positioned in a margin or other space reserved for ads. Banner ads are usually Graphics Interchange Format ( GIF ) images. In addition to adhering to size, many Web sites limit the size of the file to a certain number of bytes so that the file will display quickly. Most ads are animated GIF s since animation has been shown to attract a larger percentage of user clicks. The most common larger banner ad is 468 pixel s wide by 60 pixels high. Smaller sizes include 125 by 125 and 120 by 90 pixels. These and other banner sizes have been established as standard sizes by the Internet Advertising Bureau.

Beyond the banner : This is the idea that, in addition to banner ads, there are other ways to use the Internet to communicate a marketing message. These include sponsoring a Web site or a particular feature on it; advertising in e-mail newsletters; co-branding with another company and its Web site; contest promotion; and, in general, finding new ways to engage and interact with the desired audience. "Beyond the banner" approaches can also include the interstitial and streaming video infomercial . The banner itself can be transformed into a small rich media event.

Booked space : This is the number of ad views for an ad space that are currently sold out.

Brand, brand name, and branding : A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. In Web and other media advertising, it is recognized that there is usually some kind of branding value whether or not an immediate, direct response can be measured from an ad or campaign. Companies like Proctor and Gamble have made a science out of creating and evaluating the success of their brand name products.

Caching : In Internet advertising, the caching of pages in a cache server or the user's computer means that some ad views won't be known by the ad counting programs and is a source of concern. There are several techniques for telling the browser not to cache particular pages. On the other hand, specifying no caching for all pages may mean that users will find your site to be slower than you would like.

Click : According to ad industry recommended guidelines from FAST , a click is "when a visitor interacts with an advertisement." This does not apparently mean simply interacting with a rich media ad, but actually clicking on it so that the visitor is headed toward the advertiser's destination. (It also does not mean that the visitor actually waits to fully arrive at the destination, but just that the visitor started going there.)

Click stream : A click stream is a recorded path of the pages a user requested in going through one or more Web sites. Click stream information can help Web site owners understand how visitors are using their site and which pages are getting the most use. It can help advertisers understand how users get to the client's pages, what pages they look at, and how they go about ordering a product.

Clickthrough : A clickthrough is what is counted by the sponsoring site as a result of an ad click. In practice, click and clickthrough tend to be used interchangeably. A clickthrough, however, seems to imply that the user actually received the page. A few advertisers are willing to pay only for clickthroughs rather than for ad impressions.

Click rate : The click rate is the percentage of ad views that resulted in clickthroughs. Although there is visibility and branding value in ad views that don't result in a clickthrough, this value is difficult to measure. A clickthrough has several values: it's an indication of the ad's effectiveness and it results in the viewer getting to the advertiser's Web site where other messages can be provided. A new approach is for a click to result not in a link to another site but to an immediate product order window. What a successful click rate is depends on a number of factors, such as: the campaign objectives, how enticing the banner message is, how explicit the message is (a message that is complete within the banner may be less apt to be clicked), audience/message matching, how new the banner is, how often it is displayed to the same user, and so forth. In general, click rates for high-repeat, branding banners vary from 0.15 to 1%. Ads with provocative, mysterious, or other compelling content can induce click rates ranging from 1 to 5% and sometimes higher. The click rate for a given ad tends to diminish with repeated exposure.

Co-branding : Co-branding on the Web often means two Web sites or Web site sections or features displaying their logos (and thus their brands) together so that the viewer considers the site or feature to be a joint enterprise. (Co-branding is often associated with cross-linking between the sites, although it isn't necessary.)

Cookie : A cookie is a file on a Web user's hard drive (it's kept in one of the subdirectories under the browser file directory) that is used by Web sites to record data about the user. Some ad rotation software uses cookies to see which ad the user has just seen so that a different ad will be rotated into the next page view.

Cost-per-action : Cost-per-action is what an advertiser pays for each visitor that takes some specifically defined action in response to an ad beyond simply clicking on it. For example, a visitor might visit an advertiser's site and request to be subscribe to their newsletter.

Cost-per-lead : This is a more specific form of cost-per-action in which a visitor provides enough information at the advertiser's site (or in interaction with a rich media ad) to be used as a sales lead. Note that you can estimate cost-per-lead regardless of how you pay for the ad (in other words, buying on a pay-per-lead basis is not required to calculate the cost-per-lead).

Cost-per-sale : Sites that sell products directly from their Web site or can otherwise determine sales generated as the result of an advertising sales lead can calculate the cost-per-sale of Web advertising.

CPA : See cost-per-action .

CPC : See cost-per-click .

CPM : CPM is "cost per thousand" ad impressions, an industry standard measure for selling ads on Web sites. This measure is taken from print advertising. The "M" has nothing to do with "mega" or million. It's taken from the Roman numeral for "thousand."

CPS : See cost-per-sale .

CPTM : CPTM is "cost per thousand targeted" ad impressions, apparently implying that the audience you're selling is targeted to particular demographics.

(the) creative : Ad agencies and buyers often refer to ad banners and other forms of created advertising as ""the creative." Since the creative requires creative inspiration and skill that may come from a third party, it often doesn't arrive until late in the preparation for a new campaign launch.

CTR : See clickthrough rate .

Demographics : Demographics is data about the size and characteristics of a population or audience (for example, gender, age group, income group, purchasing history, personal preferences, and so forth).

FAST : FAST is a coalition of the Internet Advertising Bureau (), the ANA, and the ARF that has recommended or is working on guidelines for consumer privacy, ad models and creative formats, audience and ad impression measurement, and a standard reporting template together with a standard insertion order . FAST originated with Proctor and Gamble's Future of Advertising Stakeholders Summit in August, 1998. FAST's first guideline, available in March, 1999, was a guideline on "Basic Advertising Measures." Our definitions in this list include the FAST definitions for impression and click .

Filtering : Filtering is the immediate analysis by a program of a user Web page request in order to determine which ad or ads to return in the requested page. A Web page request can tell a Web site or its ad server whether it fits a certain characteristic such as coming from a particular company's address or that the user is using a particular level of browser. The Web ad server can respond accordingly.

Fold : "Above the fold," a term borrowed from print media, refers to an ad that is viewable as soon as the Web page arrives. You don't have to scroll down (or sideways) to see it. Since screen resolution can affect what is immediately viewable, it's good to know whether the Web site's audience tends to set their resolution at 640 by 480 pixels or at 800 by 600 (or higher).

Hit : A hit is the sending of a single file whether an HTML file, an image, an audio file, or other file type. Since a single Web page request can bring with it a number of individual files, the number of hits from a site is a not a good indication of its actual use (number of visitors). It does have meaning for the Web site space provider, however, as an indicator of traffic flow.

Impression : According to the "Basic Advertising Measures," from FAST , an ad industry group, an impression is "The count of a delivered basic advertising unit from an ad distribution point." Impressions are how most Web advertising is sold and the cost is quoted in terms of the cost per thousand impressions ( CPM ).

IO : See insertion order .

Insertion order : An insertion order is a formal, printed order to run an ad campaign. Typically, the insertion order identifies the campaign name, the Web site receiving the order and the planner or buyer giving the order, the individual ads to be run (or who will provide them), the ad sizes, the campaign beginning and end dates, the CPM, the total cost, discounts to be applied, and reporting requirements and possible penalties or stipulations relative to the failure to deliver the impressions.

Inventory : Inventory is the total number of ad views or impressions that a Web site has to sell over a given period of time (usually, inventory is figured by the month).

Media broker : Since it's often not efficient for an advertiser to select every Web site it wants to put ads on, media brokers aggregate sites for advertisers and their media planners and buyers, based on demographics and other factors.

Media buyer : A media buyer, usually at an advertising agency, works with a media planner to allocate the money provided for an advertising campaign among specific print or online media (magazines, TV, Web sites, and so forth), and then calls and places the advertising orders. On the Web, placing the order often includes requesting proposals and negotiating the final cost.

Opt-in e-mail : Opt-in e-mail is e-mail containing information or advertising that users explicitly request (opt) to receive. Typically, a Web site invites its visitors to fill out forms identifying subject or product categories that interest them and about which they are willing to receive e-mail from anyone who might send it. The Web site sells the names (with explicit or implicit permission from their visitors) to a company that specializes in collecting mailing lists that represent different interests. Whenever the mailing list company sells its lists to advertisers, the Web site is paid a small amount for each name that it generated for the list. You can sometimes identify opt-in e-mail because it starts with a statement that tells you that you have previously agreed to receive such messages.

Pay-per-click : In pay-per-click advertising, the advertiser pays a certain amount for each clickthrough to the advertiser's Web site. The amount paid per clickthrough is arranged at the time of the insertion order and varies considerably. Higher pay-per-click rates recognize that there may be some "no-click" branding value as well as clickthrough value provided.

Pay-per-lead : In pay-per-lead advertising, the advertiser pays for each sales lead generated. For example, an advertiser might pay for every visitor that clicked on a site and then filled out a form.

Pay-per-sale : Pay-per-sale is not customarily used for ad buys. It is, however, the customary way to pay Web sites that participate in affiliate programs , such as those of and

Pay-per-view : Since this is the prevalent type of ad buying arrangement at larger Web sites, this term tends to be used only when comparing this most prevalent method with pay-per-click and other methods.

Proof of performance : Some advertisers may want proof that the ads they've bought have actually run and that clickthrough figures are accurate. In print media, tearsheets taken from a publication prove that an ad was run. On the Web, there is no industry-wide practice for proof of performance. Some buyers rely on the integrity of the media broker and the Web site. The ad buyer usually checks the Web site to determine the ads are actually running. Most buyers require weekly figures during a campaign. A few want to look directly at the figures, viewing the ad server or Web site reporting tool.

Psychographic characteristics : This is a term for personal interest information that is gathered by Web sites by requesting it from users. For example, a Web site could ask users to list the Web sites that they visit most often. Advertisers could use this data to help create a demographic profile for that site.

Reporting template : Although the media have to report data to ad agencies and media planners and buyers during and at the end of each campaign, no standard report is yet available. FAST , the ad industry coalition, is working on a proposed standard reporting template that would enable reporting to be consistent.

rich media : Rich media is advertising that contains perceptual or interactive elements more elaborate than the usual banner ad. Today, the term is often used for banner ads with popup menus that let the visitor select a particular page to link to on the advertiser's site. Rich media ads are generally more challenging to create and to serve. Some early studies have shown that rich media ads tend to be more effective than ordinary animated banner ads.

ROI : ROI (return on investment) is "the bottom line" on how successful an ad or campaign was in terms of what the returns (generally sales revenue) were for the money expended (invested).

RON : See run-of-network .

ROS : See run-of-site .

Run-of-network : A run-of-network ad is one that is placed to run on all sites within a given network of sites. Ad sales firms handle run-of-network insertion orders in such a way as to optimize results for the buyer consistent with higher priority ad commitments.

Run-of-site : A run-of-site ad is one that is placed to rotate on all nonfeatured ad spaces on a site. CPM rates for run-of-site ads are usually less than for rates for specially-placed ads or sponsorships.

Splash page : A splash page (also known as an interstitial ) is a preliminary page that precedes the regular home page of a Web site and usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the home page after a short period of time.

Sponsor : Depending on the context, a sponsor simply means an advertiser who has sponsored an ad and, by doing so, has also helped sponsor or sustain the Web site itself. It can also mean an advertiser that has a special relationship with the Web site and supports a special feature of a Web site, such as a writer's column, a Flower-of-the-Day, or a collection of articles on a particular subject.

Sponsorship : Sponsorship is an association with a Web site in some way that gives an advertiser some particular visibility and advantage above that of run-of-site advertising. When associated with specific content, sponsorship can provide a more targeted audience than run-of-site ad buys. Sponsorship also implies a "synergy and resonance" between the Web site and the advertiser. Some sponsorships are available as value-added opportunities for advertisers who buy a certain minimum amount of advertising.

Targeting : Targeting is purchasing ad space on Web sites that match audience and campaign objective requirements., with over 20 Web sites targeted to special information technology audiences, is an example of an online publishing business built to enable advertising targeting.

Unique visitor : A unique visitor is someone with a unique address who is entering a Web site for the first time that day (or some other specified period). Thus, a visitor that returns within the same day is not counted twice. A unique visitors count tells you how many different people there are in your audience during the time period, but not how much they used the site during the period.

User session : A user session is someone with a unique address that enters or reenters a Web site each day (or some other specified period). A user session is sometimes determined by counting only those users that haven't reentered the site within the past 20 minutes or a similar period. User session figures are sometimes used, somewhat incorrectly, to indicate "visits" or "visitors" per day. User sessions are a better indicator of total site activity than "unique visitors" since they indicate frequency of use.

View : A view is, depending on what's meant, either an ad view or a page view. Usually an ad view is what's meant. There can be multiple ad views per page views. View counting should consider that a small percentage of users choose to turn the graphics off (not display the images) in their browser.

Visit : A visit is a Web user with a unique address entering a Web site at some page for the first time that day (or for the first time in a lesser time period). The number of visits is roughly equivalent to the number of different people that visit a site. This term is ambiguous unless the user defines it, since it could mean a user session or it could mean a unique visitor that day.

Appendix Z (for Ford Digital Marketing Consultants only)

Google Audio (Radio Advertising) and the Ford Lincoln Mercury Dealer Co-Op Advertising Program

ADP Dealer Services has worked with NSI in St. Louis, MO to develop a solution for dealers using Google Audio (Radio) advertising campaigns within the Ford, Lincoln and Mercury Digital Advertising Program for Dealers. When dealers follow program guidelines in regards to radio advertising creative content and use the ADP administered FLM Digital Advertising Program for Dealer, their expenses will be eligible for participation on the Ford Dealer Advertising Co-Op Program administered by NSI. The purpose of this section is to describe the program as agreed to by NSI and ADP on Tuesday 5/20/2008.

Using an actual Ford Dealer’s Google Adwords account within the “My Client Center” console set up by Google for the Ford DMC team, ADP and NSI representatives were able to develop a process for having Ford Co-Op eligible Digital Audio campaigns when ADP manages those campaigns for Ford, Lincoln and Mercury dealers.

Due to a lack of third party verification that creative files identified within Google Audio reports match the transcripts submitted, FLM Dealers who self-administer their own Google Audio campaigns will NOT BE ELIGIBLE FOR FORD CO-OP ADVERTISING REIMBURSEMENT!

Dealers who elect to use the Ford, Lincoln and Mercury Digital Advertising Program for Dealers administered by ADP Dealer Services will be able to submit their Google Audio invoice from ADP along with supplemental documentation supplied and certified by ADP to NSI for Co-Op program reimbursement eligibility of the ADP invoice to the dealer for the Google Audio campaigns. Ford and Lincoln Mercury dealers should refer to the NSI supplied Ford Dealer Co-Op advertising documents for program details.

ADP has agreed to provide Ford and Lincoln Mercury dealers with documentation per NSI specifications at the end of each month when that dealer authorizes a Google Audio campaign through the Ford DA Program for Dealers by ADP. ADP Dealer Services has agreed to enforce certain policies in regards to creating and managing Google Audio Campaigns. The following list identifies policies ADP must enforce and documentation ADP must certify and supply to Ford and Lincoln Mercury dealers in order for their Google Audio campaign expenses to be eligible for Ford Dealer Co-Op reimbursement consideration:

1. Policy 1 - ADP Dealer Services will not accept Radio Advertising Spots (MP3 files) from dealers without a corresponding transcript document that matches the verbiage in the audio file. (This policy allows NSI to certify ADP as a valid source of certification that transcripts match submitted radio spots)

2. Policy 2 - ADP Dealer Services will not upload Radio Advertising Spots (MP3 files) into a Google Adwords account managed by ADP for a Ford or Lincoln Mercury dealer without entering the matching transcript text into the upload screen's text box set up to accept audio spot transcripts. (This policy allows NSI to accept ADP certification that a dealer's transcript matches the radio spots identified in Google Audio reports generated by ADP)

3. Policy 3 - ADP Dealer Services will name uploaded Radio Advertising Spots (MP3 files) in a Dealer's Google Adwords account using text that matches the Transcript document file name and the MP3 file name. (This policy is to ensure NSI that ADP supplied reports easily identify a radio spot with its matching transcript file)

4. Document #1 sent to Dealers by ADP - Within 10 days after month's end, ADP's Digital Advertising team will generate a Google Audio "Played Spots" type report set up per NSI specifications (see attached document) and print that report onto a hard copy that is to be signed and dated by the ADP campaign manager immediately below their printed name and ADP email address. The ADP certified Google Audio report hard copy is then sent by USPS to the dealer for use as supporting documentation if the dealer elects to submit to Ford for advertising Co-Op reimbursement.

5. Document #2 sent to Dealers by ADP - Within 10 days after month's end, ADP's Digital Advertising team will print out the transcript for each Radio Spot that appears in the NSI specified Google Audio Report and the ADP campaign manager will sign and date the transcript as matching the "Creative" name shown on the corresponding Google report immediately below their printed name and ADP email address. The ADP certified transcript document is then sent as a hard copy by USPS to the dealer for use as supporting documentation if the dealer elects to submit to Ford for advertising Co-Op reimbursement.