Distributed Marketing

PPC/SEM for Manufacturers who are selling through Distributors or Dealers

Reduce cost per click, improve ROI, and grow sales by eliminating competitive overlap between manufacturer and dealers / distributors, and between dealer / distributor territories.

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.

SEM/PPC overlap solved


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.

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.

Learn more about our unique program:
  • cost savings and ROI gains to you and your dealers / distributors,
  • customization to your needs (reporting, co-branded portal, landing pages and more),
  • dealer / distributor communications, and
  • easy-peasy administration.

Connect today, or call us at 630-691-9500.

We’d love to hear from you…


Benefits of Distributed Marketing for Manufacturers

Share Success

We’ll quickly improve campaigns by sharing best practices across multiple dealers / distributors. They will be successful independently while also contributing to manufacturer’s overall success.

Improve ROI

Your PPC/SEM campaigns will be managed by a Certified Google Partner with ongoing optimizations for the best results. That means more leads for less.

Access Actionable, Data-Driven Insights

These ongoing optimizations are driven by our expert understanding of your current campaign performance based on key metrics. After all, data is just numbers without human interpretation of how your KPI’s help drive the right outcomes and meet your business objectives. We will glean insights directly from your SEM and Google Analytics accounts. With our proprietary system, the manufacturer will have access to any dealer metrics desired, both for individual dealer performance tracking as well as accumulated statistics regarding digital marketing spend and performance. Harp will report in depth to the manufacturer with data comparisons and actionable insights for continually improved performance across the board.

Maintain Brand Integrity

Communicating a consistent, on-target, powerful message to potential customers/clients across the nation is key to strengthening perceptions of your brand. Synchronize your brand voice by engaging a single digital marketing partner to manage all campaigns—starting at the manufacturer level and funneling down to local dealers / distributors.

Enjoy Easy Administration

Our marketing experts will engage in one-on-one digital communication with your dealers / distributors—so you can stay focused on other priorities. You give the OK. We keep the ball rolling.

Benefits of Distributed Marketing to Dealers / Distributors

Reduced Costs

By eliminating instances of accidental competition amongst dealers / distributors (and between the manufacturer and its network of dealers / distributors) for the same keywords, we’ll reduce cost per click on PPC/SEM campaigns—so the marketing budget goes even further. Plus, individual dealers / distributors may also save money by no longer needing to pay their own agency fees for independently managed ad accounts.

Ad Account Ownership

The dealer / distributor will retain full ownership of its ad account during and after participation in the distributed marketing program.

Access to Team of Search Marketing Experts

If your dealers / distributors prefer a deeper understanding about their PPC/SEM campaigns, they’ll have direct contact to a Google-Certified Partner available to assist with strategy, optimizations, tracking and reporting.

Our requests grew 10-fold due to the success we experienced with Harp’s keyword research, AdWords and Bing. Of the conversions, 46% converted into a sale, resulting in nearly an additional $3 million in revenue.
  —  Taylor K. National Sales + Marketing Manager, Butterball

How it Works: From Start to Selling More

Distributed marketing client portal
Distributed marketing client portal example
Step 1: Portal Sharing

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.

Step 2: Campaign Discovery Questionnaire

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.

Distributed marketing client questionnaire
Certified Google Partner and Bing Accredited agency
Step 3: Harp Initiates and Oversees Your Custom SEM 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.

Step 4: Harp Gleans Actionable Insights From Your Campaign Reports

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.

Distributed marketing SEM/PPC sample report
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