When local dealers or distributors across the country are responsible for their own PPC ads (including Google, Bing, and paid social), they are likely crossing into each other’s digital territory as they compete with each for keywords and clicks with the geographical settings of their online ad campaigns. This competitive overlap automatically drives up their cost per click as they compete with each other for keywords.
As the CPC rises, ROI decreases. Media spend becomes less effective—resulting in fewer clicks (less sales), or requiring increased media spend just to maintain the same level of leads and sales. Harp’s fully-managed Distributed Marketing solution will reverse that trend or prevent it. We’ve developed a unique, centralized, fully-managed system that enables your dealers / distributors to continue owning their own PPC, with their own media spends, while keeping everyone off each other’s digital toes.
Local distributors / dealers overlap online territories through their independently run PPC/SEM campaigns, inadvertently driving up cost per click.
Distributed marketing eliminates PPC/SEM overlap, thus eliminating media spend competition amongst distributors / dealers, reducing cost per click.
As we implement the digital footprints and remove the overlap that drives up costs, CPC is naturally reduced.
Because we’re hands-on with active management on the back end, we’re also able to apply “herd” learnings to each dealer’s campaigns, applying what works and pruning what doesn’t—for everyone’s gain.
Harp’s solution vs. SaaS (Sassy but not SaaS.)
Harp provides a successful alternative to enterprise SaaS Distributed Marketing platforms. We remove the cost, hassle and admin while delivering all the benefits of distributed marketing.
Rather than providing marketing automation software as a solution—requiring manufacturers and their dealers / distributors to internally manage their own campaigns and budgets—Harp’s semi-automated, centralized process takes a tactical, hands-on approach. This approach grants dealers access to their individual metrics and control over media spend while ensuring top quality expertise, performance, and brand integrity with Harp’s unique and proprietary mix of automated and hands-on set up and management.
If your organization sells through 5 to 50 channel partners, distributors or dealers, our services are ideal for you. Our fully-managed program can also tackle the challenge of selling your own product/service direct to consumers without competing with your own network of dealers / distributors.
Connect today, or call us at 630-691-9500.
Wondering how to get this ball rolling and drive down costs? First, the manufacturer shares a custom portal from Harp with their network of dealers and distributors. This portal is your solution to competitive PPC and SEM overlap. It will invite dealers and distributors to participate in a campaign discovery questionnaire where they will voice key information to funnel into your campaign and landing page execution.
Dealers and distributors share their SEM campaign and landing page needs via Harp’s simple, intuitive campaign discovery questionnaire. This questionnaire will collect landing page specifications, budgetary requirements, and information on existing ad accounts. This information will then be customized per dealer, per territory, and per landing page in your campaign.
As a Google-certified partner, we’ll funnel potential clients and customers to each dealer’s unique landing page—pages engineered for lead conversion that adhere to cutting-edge industry practices.
You can count on us to be in the driver’s seat of your analytics and reporting. With conversion tracking properly in place on the landing pages, we’ll send automated weekly or monthly reports showing campaign activity and key metrics. The manufacturer can choose to receive cummulative or individual reports. These reports will additionally be available for your access 24/7 through the manufacturer portal.