10/8/2012

112919729.xlsx.ms_office

ADP Digital Advertising - Media Channel Budget Allocation Cascade

Dealer Name

Media Allocation Mix

Monthly Digital Advertising Budget/Campaign

If <$10,000
Optimized Baseline
If >$10,000
If >$15,000
If >$20,000
If >$25,000
If >$30,000*
If >$35,000*
If >$40,000*
$50,000 to $99,999*
$100,000 and Higher*
Updated May 20, 2009

$5,000

$10,000
$12,500
$17,500
$22,500
$27,500
$32,500
$37,500
$45,000
$52,000
$250,000

PPC Campaign:

ADP Ad Network:

Web Display:

ADP Ad Network:

Search Engine
Advertising

Site Targeting
Per Campaign

KBB.com
Auto Intender

Behavioral &
Retargeting

Projected Total
Monthly Spend
100%
$5,000
$10,000
$12,500
$17,500
$22,500
$27,500
$32,500

25%
$2,500

15%
$1,000

20%
$1,500

$2,500.00

$1,500.00

$2,000.00

$3,125.00
$4,000.00
$4,500.00
$5,000.00

$1,875.00
$3,000.00
$3,500.00
$4,000.00

$2,500.00
$2,700.00
$2,900.00
$3,000.00

$5,500.00

$4,500.00

$3,500.00

40%
$0
$4,000.00
$5,000
$7,800
$11,600
$15,500
$19,000

$6,000.00

$5,000.00

$3,750.00

$22,750

$37,500

$6,500.00

$5,500.00

$4,000.00

$29,000

$45,000

$12,500.00

$7,800.00

$5,000.00

$26,700

$52,000

$15,000.00

$37,500.00

$5,000.00

$192,500

$250,000

* Initial Guidance Only - ADP Requires Monthly DA Budgets at this level be flighted based on Real-Time Market Research Analytics.

$1,400,000
Over $20,000

$1,200,000

$10,001 to
420,001

$1,000,000

$800,000
$5,001 to
$10,000
$600,000

$2,501 to
$5,000

$400,000

Assumptions: Automotive Dealer, <100 Mile Geotarget Radius, Per Campaign, Average US Metro Avails, All DA Cascaded
Current Date: October 8, 2012

Operating Results
Monthly Budget Ranges
$2,500 or Less
$2,501 to $5,000
$5,001 to $10,000
$10,001 to $20,000
Over $20,000

Totals:

PLEASE NOTE: Only the Non-Shaded Clear Cells will accept data input when using this tool.

Total Contract
Monthly Budget

Search Engine
Ad Spend

Google Network
Ad Spend

KBB.com
Ad Spend

25
75
60
25
5

$50,000
$300,000
$480,000
$300,000
$125,000

$37,500

$12,500

$0

$187,500

$37,500

$75,000

$0

$180,000

$30,000

$60,000

$210,000

190

Averages:

Monthly Totals

Total DA Budget:
$22,500

ADP Ad Network
Total
Ad Spend
Actual Spend
$0
$50,000

Digital Advertising
Campaign Quantity

Contracted Total DA Budget to

Individual Campaign Budget Analysis
Example

Number of Franchises and

Profit Centers (New, Used,
Service, etc.) included within
total contracted DA budget:

$225,000

$25,000

$30,000

$20,000

$50,000

$5,000

$10,000

$60,000

$300,000
$480,000
$300,000
$125,000

$1,255,000

$680,000

$110,000

$175,000

$290,000

$1,255,000

$6,605

$3,579

$579

$921

$1,526

$6,605

$200,000

Days Old

$0

Spend

25 $

75 $

75,000

60 $

60,000

$2,500 or
Less

Monthly 25
Budget
Ad Spend
$ 30,000
5 $ 10,000
Total Contract
Search Engine

ADP Ad Network

(Within Total Contract)

DA Campaign Budget for:

(Within Total Contract)

DA Campaign Budget for:

(Within Total Contract)

DA Campaign Budget for:

(Within Total Contract)

DA Campaign Budget for:

(Within Total
Contract)
DA Campaign
Budget for:

Ford Sales
New

Ford Sales
Used

Chevy Sales
New

Chevy Sales
Used

Ford Service

Chevy Service

Ford
Chevy
Parts &
Parts &
Accessories Accessories Sales - New Sales - New Sales - Used

$2,500

$2,500

$2,500

$2,500

Copyright 2009 ADP Dealer Services

ADP Digital Advertising Media Budgeting Cascade Tool

$1,500

$1,000

$0

(Within Total
Contract)
DA Campaign
Budget for:

Ad Spend

KBB.com

(Within Total Contract)

DA Campaign Budget for:

$5,000

(Within Total
Contract)
DA Campaign
Budget for:

Ad Spend

(Within Total Contract)

DA Campaign Budget for:

$5,000

(Within Total
Contract)
DA Campaign
Budget for:

Ad Spend
Google Network

$0

(Within Total
Contract)
DA Campaign
Budget for:

$0

(Within Total
Contract)
DA Campaign
Budget for:

(Within Total
Contract)
DA Campaign
Budget for:

Contracted
Budgets

Service

Parts

TOTAL:

$0

$0

$22,500

** Alpha Digital Advertising Dashboard (mash up) **

Sales
DA Contracts
Management Fees
Campaign Spend
Total Committed Fees
DA Quota Credit (full)
Average Spend
Average Mgmt Fees
Average Campaign Spend

$
$
$
$
$
$
$

Jul
28
14,850
139,000
153,850
989,268
5,495
530
4,964

$
$
$
$
$
$
$

Aug
24
14,405
97,895
112,300
677,007
4,679
600
4,079

$
$
$
$
$
$
$

Mgmt
Fees
25,540
11,775
5,840
1,485
990
45,630
319

Backlog
2/9/2009
0 - 30 days
31 - 60 days
61 - 90 days
91 - 120 days
Over 120 days
Total Backlog
Average

Sites
66
51
19
3
4
143

$
$
$
$
$
$
$

Sep
56
20,290
223,220
243,510
1,813,177
4,348
362
3,986

$
$
$
$
$
$
$

SEM
Spend
347,590
127,205
67,355
10,010
8,550
560,710
3,921

$
$
$
$
$
$
$

Oct
43
19,620
213,713
233,333
1,799,754
5,426
456
4,970

$
$
$
$
$
$
$

Backlog
Revenue
373,130
138,980
73,195
11,495
9,540
606,340
4,240

$
$
$
$
$
$
$

Nov
42
16,035
207,265
223,300
1,709,491
5,317
382
4,935

Percent
Backlog
62%
23%
12%
2%
2%

Dec
64
$ 24,155
$ 264,825
$ 288,980
$2,711,003
$
4,515
$
377
$
4,138

$700,000

$600,000
$500,000
$400,000

$
$
$
$
$
$
$

Jan
68
28,015
365,095
350,110
2,711,003
5,149
412
5,369

Days Old
0 - 30 days
31 - 60 days
61 - 90 days
91 - 120 days
Over 120 days

Feb

Mar

Apr

May

Spend
$ 373,130
$ 138,980
$ 73,195
$ 11,495
$
9,540

Jun

Over 120 days

91 - 120 days
61 - 90 days

$300,000

31 - 60 days

$200,000

0 - 30 days

$100,000

$Spend
0 - 30 days

Installed
Starting Sites
Sites New
Sites increased spend
% increasing spend
Sites decreased spend
% decreasing spend
Sites same
Sites Lost
Ending Sites
Category
Starting Revenue
Increased Spend (existing)
Decreased Spend (existing)
New account spend
lost accounts
Credits
Total Spend / Billing
Spend per Site

Jul
101
23
37
37%
72
71%
15
-14
110
Jul
$ 520,600
$ 139,314
$ (129,697)
$ 126,200
$ (61,355)
$
$ 595,062
$
5,410

$
$
$
$
$
$
$
$

Aug
110
25
55
50%
57
52%
23
-16
119
Aug
595,062
99,718
(81,558)
45,832
(60,204)
(11,539)
587,311
4,935

$
$
$
$
$
$
$
$

Sep
119
40
49
41%
32
27%
78
-16
143
Sep
598,850
83,910
(63,598)
55,484
(33,761)
(17,005)
623,880
4,363

$
$
$
$
$
$
$
$

Oct
143
22
55
38%
52
36%
58
-9
156
Oct
640,885
79,166
(61,990)
31,163
(35,978)
(19,668)
633,577
4,061

$
$
$
$
$
$
$
$

Nov
Dec
156
156
43
52
45
71
29%
46%
68
65
44%
42%
86
3
-38
-26
161
182
Nov
Dec
653,245 $ 727,340 $
75,412
92,706
(77,530)
(66,900)
128,470
169,436
(52,257)
(78,442)
(84,547)
(41,814)
642,793 $ 802,326 $
3,993 $
4,408 $

Jan
182
63
83
46%
63
35%
2
-32
213
Jan
844,140
77,522
(106,405)
222,402
(114,581)
(51,840)
871,238
4,090

31 - 60 days

61 - 90 days

91 - 120 days

Over 120 days

Feb

Mar

Apr

May

Jun

Feb

Mar

Apr

May

Jun

YTD
325
$ 137,370
$1,511,013
$1,605,383
#######
$
4,940
$
423
$
4,649

**** Alpha Digital Marketing Dashboard (mash up) **

Sales
DM Rooftops
Full DM Packages
Web-site Only
Full DM fees
Website Only fees
Total DM & website Fees
DM Quota Credit (full)
Avg Full DM fees
Avg Web Only fees
Average Spend

Jul
28

Backlog
** Data is made up **
0 - 30 days
31 - 60 days
61 - 90 days
91 - 120 days
Over 120 days
Total Backlog
Average

Sites
20
40
11
2
1
74

Installed
Starting Sites
Sites New
Sites (true Losses)
Ending Sites
Category

Jul
1100
35
20
1115
Jul

Aug
1500

Sep
56

Website
Recurrings
$
20,000
$
20,000
$
5,000
$
2,500
$
1,000

DM
Recurrings
$
58,000
$
116,000
$
46,000
$
6,700
$
10,000
$
236,700
$
3,199

Aug
1115
25
20
1120
Aug

Sep
1120
25
20
1125
Sep

Starting Revenue
Conversion Loss
True Loss
New Sites
lost accounts
Total Spend

$ 2,200,000
$ (25,000)
$ (76,000)
$ 103,250
$ (61,355)
$ 2,140,895

$
$
$
$
$
$

2,140,895
99,718
(81,558)
45,832
(60,204)
2,144,683

$
$
$
$
$
$

2,144,683
83,910
(63,598)
55,484
(33,761)
2,186,718

oard (mash up) ** ALL DATA ON THIS TAB IS moch up!!!!!!! ****
Oct
0

$
$
$
$
$
$
$

Backlog
Revenue
78,000
136,000
39,000
9,200
11,000
236,700
3,199

Nov

Percent
Backlog
33%
57%
16%
4%
5%

Dec

Jan

Days Old
0 - 30 days
$600,000 31 - 60 days
61 - 90 days
$500,000
91 - 120 days
$400,000Over 120 days
$700,000

Feb

Mar

Apr

May

Spend
$ 78,000
$ 136,000
$ 39,000
$
9,200
$ 11,000

Over 120 days

91 - 120 days
61 - 90 days

$300,000

31 - 60 days

$200,000

0 - 30 days

$100,000
$Spend

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

0
Oct

0
Nov

0
Dec

0
Jan

0
Feb

0
Mar

0
Apr

0
May

Jun

Over 120 days

91 - 120 days
61 - 90 days
31 - 60 days
0 - 30 days

Jun

0
Jun

YTD
1584
$
$

$
$

300000

250000
ADP Digital Advertising - Media Channel Budget
Allocation Cascade

200000

150000

100000

50000