Are You Effectively Using Your CO-OP Budget?

As a dealership, you want to utilize all the support you can get from your manufacturer in terms of co-op incentives for advertising. Traditionally, dealerships get co-op for what they spend on print, television and radio advertisements. What you may not know is that this can apply to all or a portion of your digital advertising as well. This co-op advertising partnership helps alleviate some or all the cost of advertising online with your local dealership(s).

Online advertising can be broken down into Google paid-search advertising, display advertising, remarketing, Facebook advertising and a few other platforms. Engaging in your co-op partnership for online advertising allows you to reduce the cost of advertising with more control and have all your advertisements tracked to produce the most ideal leads for your dealership. With online advertising you will be able to curate your ads to be tailored to an audience that is searching for that message. Your advertisements will be highly targeted to display in front of customers that are already engaged in looking for your products or used to re-engage visitors that have viewed your website previously.

Below is a breakdown of various OEMs’ co-op incentives and how Strathcom Media can help you with effectively using your co-op budget.

FCA: FIAT CHRYSLER AUTOMOBILES

Eligible Networks

• Google Adwords, You Tube, Facebook/Instagram

Reporting Requirements

• Dealership must be a part of the FCA program

Eligible Business Models

• Branded, New Vehicles, Location, General, Finance
• For Finance Models there are some strict rules that FCA requires the dealership to follow

Strict Primary Market Area / Area of Responsibility?

• No strict postal codes or areas to target

Tactical Required?

• No tactical required for FCA dealerships

Co-op Amount Allocated

• 33%, 40% or 50% depending on what tier your dealership is in the program

MERCEDES-BENZ

Eligible Networks

• Google Adwords, Facebook/Instagram

Reporting Requirements

• Must be enrolled in the MBCA program

Eligible Business Models

• Passenger Vehicles, Certified Pre-owned, Vans, Smart

Strict Primary Market Area / Area of Responsibility?

• Yes, there are strict postal codes and areas to target

Tactical Required?

• In display advertising only for Mercedes-Benz

Co-op Amount Allocated

• Varies, please reach out to your OEM Rep for co-op amounts

NISSAN

Eligible Networks

• Google Adwords, Twitter, Youtube, Facebook/Instagram, Bing

Reporting Requirements

• Strathcom Media Invoice, Live Ad Example, Confirmation of Publication

Eligible Business Models

• Branded, Fixed Ops, Certified Pre-Owned, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

• Yes, there are strict market areas for each dealership

Tactical Required?

• No tactical required for Nissan

Co-op Amount Allocated

• 50% co-op allocated

INFINITI

Eligible Networks

• Google Adwords, Facebook/Instagram

Reporting Requirements

• Confirmation of Publication, Strathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

• Branded, New Sales, Certified Pre-Owned, Fixed Ops

Strict Primary Market Area / Area of Responsibility?

• Yes, there is strict primary market area with Infiniti

Tactical Required?

• No tactical required for Infiniti

Co-op Amount Allocated

• 50%

KIA

Eligible Networks

• Google Adwords, Twitter, Facebook/Instagram, Bing

Reporting Requirements

• Confirmation of Publication, Display advertisements must have Kia Canada logo

Eligible Business Models

• Branded, New Sales (New, General, Location), Certified Pre-Owned (Maximum 25% of Spend), Conquesting (Must be Kia specific landing page)

Strict Primary Market Area / Area of Responsibility?

• Yes, Kia has a strict primary market area

Tactical Required?

• Strongly suggested that tactical be used by Kia

Co-op Amount Allocated

• Varies, please contact your OEM representative for details

HONDA / ACURA

Eligible Networks

• Google Adwords only

Reporting Requirements

• Confirmation of Publication, Strathcom Media Invoice

Eligible Business Models

• Branded, Location, Fixed Ops, (New, General Honda/Acura), Used Honda/Acura

Strict Primary Market Area / Area of Responsibility?

• No strict areas or postal codes to target

Tactical Required?

• Tactical required in Display ads only for Honda/Acura

Co-op Amount Allocated

• Varies, please speak with your OEM rep for co-op details

FORD / LINCOLN

Eligible Networks

• Google Adwords, Facebook/Instagram

Reporting Requirements

• Google Requirements: 1. Internet Affidavit 2. Keyword Report – showing run dates and the cost per keyword Placement Report 4. Strathcom Media Invoice with Display and Banner charges (if running display advertising) on one line, Paid-Search charges on a second, and our management fee on a third line 5. Live Ad Example
• Facebook Requirements: 1. An invoice that includes the run dates and total cost of the Ford ad(s) and itemizes the agency fee OR a Facebook Billing Report along with a Billing Statement A Facebook Campaign Report showing legible ad creative(s) and clarifying the run dates and cost of each ad. If your Campaign Report does not include a legible image of the ad(s) a screenshot of the ad(s) live on Facebook must be provided

Eligible Business Models

• Branded, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

• Yes, Ford has a strict primary market area

Tactical Required?

• Tactical messaging is required by Ford

Co-op Amount Allocated

• Varies, you can reach out to your OEM for accurate details on co-op amounts

JAGUAR / LAND ROVER

Eligible Networks

• Google Adwords, Facebook/ Instagram

Reporting Requirements

• Confirmation of Publication, Strathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

• Branded, New Sales

Strict Primary Market Area / Area of Responsibility?

• No strict postal code or area targeting

Tactical Required?

• No tactical required for Jaguar/Land Rover

Co-op Amount Allocated

• Varies, please talk with your OEM representative for further co-op details

TOYOTA

Eligible Networks

• Google Adwords, Facebook/ Instagram, You Tube, Twitter, Bing

Reporting Requirements

• Keyword Report, Live Ad Example, Strathcom Media Invoice

Eligible Business Models

• Branded, New Sales (New, General, Location), Fixed Ops

Strict Primary Market Area / Area of Responsibility?

• Yes, there is a strict primary market area to target in

Tactical Required?

• Tactical messaging is needed for Toyota

Co-op Amount Allocated

• 50%

HYUNDAI

Eligible Networks

• Google Adwords, Facebook/ Instagram, You Tube

Reporting Requirements

• Strathcom Media Invoice, Confirmation of Publication, Screenshot of display/Facebook ads

Eligible Business Models

• Branded, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

• Yes, there is a strict area of responsibility to target

Tactical Required?

• Tactical messaging is strongly suggested for Hyundai

Co-op Amount Allocated

• 50%

LEXUS

Eligible Networks

• Google Adwords, Facebook/ Instagram, You Tube, Twitter, Bing

Reporting Requirements

• Strathcom Media Invoice, Live Ad Example, Keyword Report

Eligible Business Models

• Branded, New Sales (New, General, Location), Fixed Ops

Strict Primary Market Area / Area of Responsibility?

• No, there are no strict postal codes or areas to target

Tactical Required?

• Tactical messaging required for sales only with Lexus

Co-op Amount Allocated

• 1:1

GM

Eligible Networks

• Google Adwords, Facebook/ Instagram, Twitter, You Tube

Reporting Requirements

• Confirmation of Publication

Eligible Business Models

• Branded, Fixed Ops, Certified Pre-Owned, New Sales (New, General, Location)

Strict Primary Market Area / Area of Responsibility?

• Yes, GM has a strict area to target

Tactical Required?

• Tactical messaging is strongly suggested by GM

Co-op Amount Allocated

• 50%

MAZDA

Eligible Networks

• Google Adwords, Facebook/ Instagram, You Tube and You Tube Production Costs, Twitter, Bing

Reporting Requirements

• Stratcom Media Invoice, Live Ad Examples, Keyword Report

Eligible Business Models

• Branded, New Sales (New, General, Location), Certified Pre-Owned

Strict Primary Market Area / Area of Responsibility?

• Yes, there are strict postal codes and areas to target

Tactical Required?

• Tactical messaging is required by Mazda

Co-op Amount Allocated

• 50%

PORSCHE

Eligible Networks

• Google Adwords, Facebook/ Instagram

Reporting Requirements

• Confirmation of Publication, Stathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

• Branded, New Sales, Certified Pre-Owned, Fixed Ops

Strict Primary Market Area / Area of Responsibility?

• Yes, Porsche has a strict primary market area to target

Tactical Required?

• No tactical messaging is required by Porsche

Co-op Amount Allocated

• Varies, please inquire with your OEM representative for co-op amounts

VOLVO

Eligible Networks

• Google Adwords, Facebook/ Instagram

Reporting Requirements

• Confirmation of Publication, Strathcom Media Invoice, Facebook: Ad Screenshots

Eligible Business Models

• Branded, New Sales

Strict Primary Market Area / Area of Responsibility?

• No, Volvo does not have a strict area to target

Tactical Required?

• No tactical is required by Volvo

Co-op Amount Allocated

• Varies, please speak with your OEM rep for amounts allocated for co-op

Strathcom Media looks forward to helping you with effectively using your co-op budget to start reducing your cost of online advertising. It is time to utilize your co-op partnership properly and leave less money on the table! Contact us to make Strathcom Media your valued ally in advertising online and start generating warm leads with your OEM’s money instead!