STRATEGY REVIEW – MONTH, YEARINSERT DEALER LOGO HERE

STRATEGY REVIEW – MONTH, YEARINSERT DEALER LOGO HERE

What will we cover today?

What we’re learning from your market Key Competitor Behavior What’s Next ? – New Month /Quarter PlanBeta / New Products & Offerings

Performance Snapshot – MonthlyPerformance Snapshot – Quarterly

A

B

C

Questions & Concerns Future meeting planD

Your Performance

Your Market

Monthly/ Q# Plans

Q & A

A Goal & Performance Snapshots

Digital MarketingCapabilities

Monthly Performance Scorecard – SEM

Focus Area Estd. Goals

Actual Performance Goal Status

Conversion Rate 6% 8%

Traffic – Clicks 2000 3200

Impressions 20,000 18,000

CTR 10% + 17%

Impression Share - New 85% 83%

Impression Share - Used 70% 77%

Digital MarketingCapabilities

Monthly Performance Scorecard – SEO & Analytics

Focus Area Estd. Goals

Actual Performance Goal Status

Conversion Rate 6% 8%

Traffic – Clicks 2000 3200

Impressions 20,000 18,000

CTR 10% + 17%

Impression Share - New 85% 83%

Impression Share - Used 70% 77%

SEM Impression Share Analysis – Monthly

Digital MarketingCapabilities

Key Successes – Monthly

A

B

C

Key Success 1

Key Success 2

Key Success 3

Digital MarketingCapabilities

Key Areas of Opportunity

A

B

C

Key Opportunity 1

Key Opportunity 2

Key Opportunity 3

SEM Budget Recommendations

Digital MarketingCapabilities

Quarterly Performance Scorecard

Focus Area Estd. Goals

Actual Performance Goal Status

Conversion Rate 6% 8%

Traffic – Clicks 2000 3200

Impressions 20,000 18,000

CTR 10% + 17%

Impression Share - New 85% 83%

Impression Share - Used 70% 77%

Digital MarketingCapabilities

Key Successes – Past Quarter

A

B

C

Key Success 1

Key Success 2

Key Success 3

Digital MarketingCapabilities

Key Areas of Opportunity – Past Quarter

A

B

C

Key Opportunity 1

Key Opportunity 2

Key Opportunity 3

Category CommentaryWeb Site Foundation of digital presence. Strong web sites optimize automatically and

architecturally. Provide CMS for simple content updates.

Search Engine Optimization

Additional web site modifications to increase the ranking of the site for target keywords. Ultimate goal is to increase overall web site traffic.

Third Party Portals Leverage the brands of large third party portals such as AutoTrader.com, Cars.com and Edmunds.com.

Search Engine Marketing

Purchase of paid ads around search results for target keywords.

Lead Generation Additional tools and / or web sites to generate quality leads. Care needs to be taken to focus on quality verus quantity.

Display & Retargeting Create awareness and demand by purchasing targeted banners ads on web sites.

Social Display Display ads on Facebook driving traffic to the dealer’s web site based on specific targeting criteria, such as using the same address to access FB as dealer has on file

Reputation Management

Actively monitoring the dealer reviews and attempting to create positive online commentary

Fan Gen & Content Create new fans on social media web sites and pay to promote social content to larger audiences

Overall Digital Marketing Scorecard

Category Commentary Status

Web Site Mixture of Dealer on and OEM-mandated web sites.All sites were acceptable.

Search Engine Optimization

Little or poorly constructed SEO efforts

Third Party Portals Dealer input for assessment

Search Engine Marketing

Limited search engine marketing

Lead Generation Dealer input for assessment

Display & Retargeting Limited or no display

Social Display No social display

Reputation Management

Dealer Input For Assessment

Fan Gen & Content Limited or no fan generation or content promotion

Where Do You Stand?

B Your Market & Competition

Competitor A

• You <seem to/don’t seem to> have have an edge in terms of overall PPC share.

• Your competitor seems to be buying these types of keywords– Regional– Upper Funnel – Service & Parts– New & Used

• Auction insights indicate this competitor is <more / less> aggressive than last month.

<Input SpyFu Kombat map here between Your Dealer & Competitor A.>

Competitor B

• You <seem to/don’t seem to> have have an edge in terms of overall PPC share.

• Your competitor seems to be buying these types of keywords– Regional– Upper Funnel – Service & Parts– New & Used

• Auction insights indicate this competitor is <more / less> aggressive than last month.

< Input SpyFu Kombat map here between Your Dealer & Competitor A. >

Competitor C

• You <seem to/don’t seem to> have have an edge in terms of overall PPC share.

• Your competitor seems to be buying these types of keywords– Regional– Upper Funnel – Service & Parts– New & Used

• Auction insights indicate this competitor is <more / less> aggressive than last month.

< Input SpyFu Kombat map here between Your Dealer & Competitor A. >

Proposal For Competitor

Budget Required

Add a new conquest campaign in specific geos

Anderson Kia $750

Add geo-fencing campaigns Keyes Honda $1,000

New display initiative focusing on conquest brands

Rockwell Honda

$1,000

Proposal to engage competition

CQuarterly Planning, Insights, Product

Offerings

Questions & Concerns ?D

Thank you.

Thank you

Appendix

Our Philosophy - Keyword Planning

Keyword Type

Traffic Availability

Quality of Conversion

Car Shopping Intent

Brand/Regional High High Average

Make/Model High High High

Service/Parts High Average Low

Upper Funnel Average High High

Competitors Average High Average

Term Category Definition Example Cost

Brand Terms“Yellow Page” Keyword

Someone searching for your dealership by brand name

“DCH toyota” $6.26 per call$0.80 per click

Regional Terms“Discovery” Keyword

Someone searching foryour franchise and local city

“Oxnard toyota dealers” $16.74 per call$2.07 per click

Franchise Terms“Discovery” Keyword

Someone searching foryour franchise

“toyota dealers” $30.11 per call$3.39 per click

Model Terms“Discovery” Keyword

Someone searching for a specific product you sell

“toyota corolla price” $96.73 per call$3.91 per click

Overview of Keyword Categories

Focus Haystak’s Philosophy How Does This Help You Sell More?

Geo-Targeting • First capture primary area of influence relative to your market conditions

• Monitor Sales Data constantly to tailor to your key and conquest markets

• Dominate your immediate market• Effectively pump out to other markets• Drive quality shoppers more likely to

buy from you

Budget Allocation – Campaign Type

• Focus on transactional terms first (Make – Model)

• Pay lesser emphasis on Yellow Page Terms

• Spend ad dollars on terms that bring users looking for terms that drive more SRP/VDP Views.

Expanded Targeting

• Increase Presence via display/remarketing• Conquest & Competitor• Video

• Improve Branding & Lift Search Activity

Our Philosophy – Drive “High Quality” Shoppers To Your Site