Google AdWords Digital Advertising for Internet Sales ManagersGoogle AdWords Digital Advertising for Internet Sales Managers

JUNE 28, 2007

For online marketers who think that the last ad impression (or click) seen is the most likely to lead to a conversion, a look at the Atlas Institute's "How Overlap Impacts Reach, Frequency and Conversions" study may be in order.

The study, conducted in the first quarter of 2007, found that US consumers were more likely to convert after viewing ads on multiple Web sites, suggesting that conversions should be attributed to a full set of impressions and/or clicks, rather than just the single one that preceded the conversion.

Two out of three consumers who eventually bought a product or took a responsive action were reached by ads across multiple web sites before converting.

Converting consumers with multiple impressions

Converting consumers with multiple impressions

Converting consumers with multiple impressions

Internet Marketing Strategies should factor in the4 key areas that are required in order to yield salesInternet Marketing Strategies should factor in the4 key areas that are required in order to yield sales

1. Before prospects get to your web sites… How do we attract?1. Before prospects get to your web sites… How do we attract?

2. After prospects get to your web sites… getting an inquiry2. After prospects get to your web sites… getting an inquiry

3. After prospects submit an inquiry, before they get to store

3. After prospects submit an inquiry, before they get to store

4. After prospects arrive at the store, but before taking delivery4. After prospects arrive at the store, but before taking delivery

Types of Online Advertsing:1. Pay for Placement by Time (monthly fee)

2. Pay per Click (PPC or CPC)

3. Pay per Thousand Impressions (CPM)

4. Pay per Conversion (Leads and/or Calls Generated)

How to Get it Done:1. Self Managed – Do It Yourself

2. Interactive Advertising Agencies ($$$)

3. Search Engine Marketing Services Providers (15%+fees)

4. Dealer Advertising Cooperative Associations

Key Factor:Key Factor: Placement and “Cost Per Impression” advantages inherent with Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accountsthe use of multiple vendors and multiple dealer-managed SEM accounts

What types of online advertising campaigns can you use to drive traffic to your web sites?What types of online advertising campaigns can you use to drive traffic to your web sites?

We chose Search Engine Marketing as one of our key tactics for generating web site traffic in August, 2005 We chose Search Engine Marketing as one of our key tactics for generating web site traffic in August, 2005

This presentation will focus on Google based SEMThis presentation will focus on Google based SEM

Courtesy Chevrolet decided to use Google “Sponsored Link” ads and Google’s network of web sites that accept display ads to drive car buyers to our sites… August, 2005.

Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at the moment when they're looking for a new or used car. Using both text based sponsored links and display ads, the Google Network reaches more than 80% of online car buyers.* We create our ads, then use either key search words or select web sites to target which people see the ads. For key search words, we pay when shoppers click through to one of our sites. For display ads we bid what we are willing to pay per thousand impressions for each of the third party web sites we target…

Every dealership should have a Google AdWords account so that the capability exists in the storeEvery dealership should have a Google AdWords account so that the capability exists in the store

adwords.google.com

https://adwords.google.com/select/Login

The Google AdWords team supplies a remarkable amount of coaching and guidance at no chargeThe Google AdWords team supplies a remarkable amount of coaching and guidance at no charge

Even if you decide to outsource your SEM advertising budget, it is Even if you decide to outsource your SEM advertising budget, it is important to understand how keyword and site targeted campaigns workimportant to understand how keyword and site targeted campaigns work

When SEM service providers make claims of “Millions” of Key Words… They are full of BS!When SEM service providers make claims of “Millions” of Key Words… They are full of BS!

We were unable to process your request to add and/or edit your keywords. Adding these keywords would increase your account's total number of keywords beyond a manageable amount. Please add either fewer keywords or reduce the number of existing keywords in your account. Refining your keyword lists ensures your keywords are as targeted and relevant as possible. Use our Find and Edit Keywords Tool to identify poor performing keywords within your account (such as keywords with few or zero impressions) and delete them. Note: Be careful when deleting keywords in campaigns that are only opted in to the content network. Impressions and other statistics aren't attributed to individual keywords when ads show on content pages, but are attributed to the ad group as a whole. Therefore, keywords in content-only campaigns will always show zero impressions.

Courtesy Chevrolet Lead Volume - January 2005 to July 2006

20801884

21711861

2097

2697

2268

2735

3346

4178

2874

3338

46624362

5267 53625228

57675929

0

1000

2000

3000

4000

5000

6000

7000

Search Engine Marketing became a key component of our successful strategy for increasing lead volumes Search Engine Marketing became a key component of our successful strategy for increasing lead volumes

Increased sales from Online Advertising that captured leads using a combination of deep links, dedicated landing pages and specially constructed micro-sites tied to SEM campaigns…

Courtesy Chevrolet eBusiness Sales: January 2005 - July 2006

74 7966

90 81 80 86 80

110

224 223

283265

225

335313

298 301

335

0

50

100

150

200

250

300

350

400

Conventional InternetConventional InternetSales Strategy (no SEM)Sales Strategy (no SEM)

Conventional InternetConventional InternetSales Strategy (no SEM)Sales Strategy (no SEM)

SEM Campaigns Implemented

SEM Campaigns Implemented

SEM Campaigns Implemented

SEM Campaigns Implemented

We used Search Engine Marketing to increase leads that contributed towards dramatic sales increasesWe used Search Engine Marketing to increase leads that contributed towards dramatic sales increases

Courtesy Chevrolet 2006 Lead Volume by Marketing Source Category

Third Party Sourced Leads26,09543%

GM Provided Leads1,9973%

SEM/SEO Generated Leads

14,79224%CRM & BDC Recycled

Leads18,73830%

Courtesy Chevy eBusiness Teams received 61,642 Leads in Courtesy Chevy eBusiness Teams received 61,642 Leads in 2006 that were tracked within our BuzzTrak CRM System2006 that were tracked within our BuzzTrak CRM System

In 2006 SEM became an integral part of our strategy for increasing Lead Volume AND Showroom Traffic In 2006 SEM became an integral part of our strategy for increasing Lead Volume AND Showroom Traffic

2006 eBusiness Sales Volume by Marketing Source Category

Third Party Sourced Leads98925%

GM Provided Leads2496%

SEM/SEO Generated

1,075(27%)

CRM & BDC Recycled Web Generated Leads

1,69542%

4,008 eBusiness Department Sales of New & Used Vehicles in 2006 4,008 eBusiness Department Sales of New & Used Vehicles in 2006 Segmented by Marketing Category Segmented by Marketing Category (Total Store Sales >11,000)(Total Store Sales >11,000)

In 2006 SEM become a key component of growing our Internet and BDC Sales Volume by over 100%In 2006 SEM become a key component of growing our Internet and BDC Sales Volume by over 100%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000Courtesy Chevrolet Monthly Web Traffic; Nov. 2005 through Jan. 2007

BZ Results site Cobalt GM PowerShift Site Reynolds Spanish Site SEO/SEM Driven Micro-Sites

AZ Central-Chevy Site ClickMotive SEM Sites Other Sites

Courtesy Chevrolet’s aggressive SEM campaigns have Courtesy Chevrolet’s aggressive SEM campaigns have provided the Dealership with provided the Dealership with Lower CostLower Cost web site traffic web site traffic

In Q1 2007, SEM has become our primary means of generating steadily increasing Unique Site Visitors In Q1 2007, SEM has become our primary means of generating steadily increasing Unique Site Visitors

Sales/Lead Closing Ratios ranged from 5.15% to 16.64% Sales/Lead Closing Ratios ranged from 5.15% to 16.64% when segmented into categories based on Marketing Typewhen segmented into categories based on Marketing Type

11.76%

5.15%

16.64%

9.93%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

SEM/SEO GeneratedLeads

Third Party SourcedLeads

GM Provided Leads CRM & Non-WebGenerated Leads

SEM/SEO Generated Leads 14,792 591 8,252 5,652 38% 1,075 11.76%Third Party Sourced Leads 26,095 1,339 17,838 6,909 26% 989 5.15%

GM Provided Leads 1,997 55 1,316 501 25% 249 16.64%CRM & Non-Web Generated Leads 18,738 1,997 15,065 1,665 9% 1,695 9.93%

Totals 61,642 3983 42471 14746 24% 4008 8.55%Monthly Averages for 2006 5,137 332 3,539 1,229 24% 334 8.55%

Lead SourceTotal Leads

Working Completed Sold LeadsInvalid Leads

Growing Internet Sales using Increased Quantities of Leads will Result in Closing Ratio VariationsGrowing Internet Sales using Increased Quantities of Leads will Result in Closing Ratio Variations

• 33,257,65733,257,657 Car Shopper Car Shopper Impressions GeneratedImpressions Generated

• 29,52829,528 Car Shopper Visits Car Shopper Visits to Courtesy Chevrolet web to Courtesy Chevrolet web sites, landing pages and sites, landing pages and micro sitesmicro sites

• 2,2482,248 Electronic Leads and Electronic Leads and Phone Calls GeneratedPhone Calls Generated

• 174174 Vehicles Sold Vehicles Sold

• $71,801.30$71,801.30 was invested was invested with Google AdWords & with Google AdWords & Google Display Ad NetworkGoogle Display Ad Network

• $2.16$2.16 Cost per Thousand Cost per Thousand Car Shopper ImpressionsCar Shopper Impressions

• $2.43$2.43 Cost per Car Shopper Cost per Car Shopper that clicked-through to a that clicked-through to a Courtesy Chevrolet siteCourtesy Chevrolet site

• $31.94$31.94 Average Cost per Average Cost per Lead GeneratedLead Generated

• $412.65$412.65 Average Cost Per Average Cost Per Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*

CASE EXAMPLE: Courtesy Chevrolet in-house Google CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006:AdWords Campaigns From 12/1/2005 through 3/31/2006:

NOTE:NOTE: This does not include BZ, ClickMotive, BDC This does not include BZ, ClickMotive, BDC AdWords account or Jumpstart SEM campaignsAdWords account or Jumpstart SEM campaigns*$620.55 = Courtesy Chevrolet Advertising PVR 2005*$620.55 = Courtesy Chevrolet Advertising PVR 2005

Internet Sales Managers should isolate specific SEM campaigns and calculate KPI’s to evaluateInternet Sales Managers should isolate specific SEM campaigns and calculate KPI’s to evaluate

Search Engine Marketing allows Internet Sales Professionals to use search for generating trafficSearch Engine Marketing allows Internet Sales Professionals to use search for generating traffic

Search Engine Marketing allows Internet Sales Professionals to target web sites for ad placementSearch Engine Marketing allows Internet Sales Professionals to target web sites for ad placement

Search Engine Marketing allows PPC ads to be placed on Content Network sites based on ad textSearch Engine Marketing allows PPC ads to be placed on Content Network sites based on ad text

What is Pay-Per-Click Advertising (PPC)? Why would PPC be of use to Internet Sales Managers?What is Pay-Per-Click Advertising (PPC)? Why would PPC be of use to Internet Sales Managers?

Pay for ads only when prospects click through to your destination URLBenefits:

• Control• Feedback• Relevancy• Measurable Results

Keyword-Based Advertising: matches a visitor’s intentions with advertisements targeted specifically to their needs.

What is the “Google Network”What is the “Google Network”

A Few Google Search Network Members:

• AOL

• Ask.com

• AT&T Worldnet

• CompuServe

• Shopping.com

• Netscape NetCenter

A Few Google Content Network Members:• About.com• Lycos• InfoSpace• HowStuffWorks• Food Network• NYTimes.com• MotorTrend.com • Autotrader.com• CarandDriver.com• Autobytel.com

Google shares AdWords revenue with web sites that allocate space for Google-placed ads

What is “Google AdWords”What is “Google AdWords”

Basic Terminology

• Ad Position

• Clickthrough Rate (CTR)

• Conversion Rate

• Impression

• Keyword

• Landing Page

• Quality Score

Google AdWords allows any Internet Manager with a credit card to manage SEM campaigns

Optimize Your Campaigns and Ad Groups for higher Quality Scores…

““Quality Score” is the basis for measuring the quality Quality Score” is the basis for measuring the quality of your keyword and determining your minimum bid.of your keyword and determining your minimum bid.

What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?

Quality Score is determined by:

• CTR (Clickthrough Rate)

• Relevance of ad text

• Historical keyword performance

• Content and layout of your landing page

• Other relevancy factors

The higher your Quality Score, The higher your Quality Score, the lower your minimum bid and the lower your minimum bid and price you'll pay per click.price you'll pay per click.

What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?What determines if your Pay-Per-Click bids are successful in showing your ads to car buyers?

Quality Score is determined by:

• CTR (Clickthrough Rate)

• Relevance of ad text

• Historical keyword performance

• Content and layout of your landing page

• Other relevancy factors

Quality Score is the basis for measuring the quality of your keyword and determining your minimum bidQuality Score is the basis for measuring the quality of your keyword and determining your minimum bid

Steps To Increasing SEM Quality Score*:Steps To Increasing SEM Quality Score*:

1. Review Keywords

• Inactive for search

• Adding negatives and relevant keywords

2. Review and Improve Ad Text

3. Create New, Focused Ad Groups

4. Review Landing Pages

5. Landing Page Optimization (In a Nutshell):

• Provide relevant and substantial content

• Treat a user’s personal information responsibly

• Develop an easily navigable site

*Beware the “Agency Conundrum” when using an SEM services provider! *Beware the “Agency Conundrum” when using an SEM services provider!

ISM’s that administer their own SEM accounts have access to key words OR site targeted campaignsISM’s that administer their own SEM accounts have access to key words OR site targeted campaigns

Google AdWords supplies very useful applications for generating and managing key words…Google AdWords supplies very useful applications for generating and managing key words…

Google AdWords supplies very useful applications for generating and managing key words…Google AdWords supplies very useful applications for generating and managing key words…

Originally designed to extract key words from YOUR web site, the Site-Related Keywords online application from Google can be used to acquire a list of Keywords from web sites other than your own, such as 3rd Party Lead Providers, Car Companies and competitors.

Originally designed to extract key words from YOUR web site, the Site-Related Keywords online application from Google can be used to acquire a list of Keywords from web sites other than your own, such as 3rd Party Lead Providers, Car Companies and competitors.

After you have added Keywords to the list on the right, Save to Ad Group puts them in play… Maybe!After you have added Keywords to the list on the right, Save to Ad Group puts them in play… Maybe!

After you save your selected Keywords to include in your Ad Group, its Summary shows the resultsAfter you save your selected Keywords to include in your Ad Group, its Summary shows the results

Keywords that are Inactive can be selected for individual management separate from the othersKeywords that are Inactive can be selected for individual management separate from the others

After selecting the individual keywords to manage, you can change bids, position request and URL’sAfter selecting the individual keywords to manage, you can change bids, position request and URL’s

After completing Keyword Edits, we are back at the Key Words tab where we see the words activatedAfter completing Keyword Edits, we are back at the Key Words tab where we see the words activated

AdWords offers a variety of online ad formats. To access, opt into the Google Network.AdWords offers a variety of online ad formats. To access, opt into the Google Network.

AdWords offers a variety of online ad formats. Image Ads provide ISM’s with campaign flexibility.AdWords offers a variety of online ad formats. Image Ads provide ISM’s with campaign flexibility.

• Appear on some sites in Google Network

• Matched to keywords and/or page content

• Can run on content sites in both keyword targeted and site targeted campaigns

AdWords offers Video and Flash Ads to provide Content & Targeted Site campaign flexibilityAdWords offers Video and Flash Ads to provide Content & Targeted Site campaign flexibility

• Flash is a plug-in that allows animation, used by car companies on automotive web sites

• Allowed for all AdWords advertisers

• Content and Targeted Site Placement is same as image ads

• Must follow Google editorial guidelines

• Video Ads first appear as static image. Once clicked, (image or play button) plays within ad space.

• Clicking URL or on ad while playing will link to the targeted landing page, website or deep link.

AdWords offers Business Listing Ads to provide mapping and dealership locator capabilitiesAdWords offers Business Listing Ads to provide mapping and dealership locator capabilities

Local Business Ads

• Add through Google’s Local Business Center

• Appears in keyword-targeted campaigns opted into search network

What is CPM Bidding? AdWords offers CPM based targeted web site Ads available on a bid basis…What is CPM Bidding? AdWords offers CPM based targeted web site Ads available on a bid basis…

CPM Bidding (cost per thousand impressions)

Set the maximum amount you’re willing to pay for 1,000 ad impressions. An impression is counted when a Web page serves an ad, clicked on or not.

How Does Google Compare CPC and CPM Ads?

• Effective CPM (eCPM) for keyword-targeted ads

• Considers CPC, CTR, and relevance factors across 1,000 impressions

• Result = eCPM

• eCPMs compared to each other and max CPM of competing ads

• Highest ranking ad wins

What is Site Targeting? AdWords offers CPM based targeted web site Ads available on a bid basis…What is Site Targeting? AdWords offers CPM based targeted web site Ads available on a bid basis…

Google Site Targeting offers you the ability to find web sites for your ads based on several criteriaGoogle Site Targeting offers you the ability to find web sites for your ads based on several criteria

Site Targeting• Advertisers choose individual sites in content network • CPM (cost per thousand impressions) model• Minimum bid: 25 cents• Find sites by category, topic or demographics

Click toClick tozoom inzoom in

++

Click toClick tozoom inzoom in

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What is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteriaWhat is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteria

What is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteriaWhat is Site Targeting? AdWords offers you the ability to select web sites based on multiple criteria

After you’ve selected the sites you want to add to your Targeted Site list for the Ad Group, Click on Add Selected Sites to go back to the Ad Group Summary Section

After you’ve selected the sites you want to add to your Targeted Site list for the Ad Group, Click on Add Selected Sites to go back to the Ad Group Summary Section

After you add your additional Targeted Sites, Google brings you back to your Ad Group summary screen

After you add your additional Targeted Sites, Google brings you back to your Ad Group summary screen

“Describe Topics” site tool provides you with the ability to select sites based on “ad hoc” topics…“Describe Topics” site tool provides you with the ability to select sites based on “ad hoc” topics…

Click on the “Add Selected Sites” button to go back to the Summary Section

Click on the “Add Selected Sites” button to go back to the Summary Section

“List URLs” - Enter a desired URL, and check site availability, and shows all similar available sites“List URLs” - Enter a desired URL, and check site availability, and shows all similar available sites

When you enter a URL that is not part of the Google Ad Network, or has blocked you from placing ads Site Tool looks at what Google has indexed for that URL and serves up similar sites

When you enter a URL that is not part of the Google Ad Network, or has blocked you from placing ads Site Tool looks at what Google has indexed for that URL and serves up similar sites

“Select Demographics” – Let’s you use Site Tool to find sites by age, sex, income & more (Advanced)“Select Demographics” – Let’s you use Site Tool to find sites by age, sex, income & more (Advanced)

Add Selected Sites puts your choices into the Ad Group and brings you back to the summary

Add Selected Sites puts your choices into the Ad Group and brings you back to the summary

Click toClick tozoom inzoom in

++

Click toClick tozoom inzoom in

++

“Select Demographics” – Let’s you use Site Tool to find sites by age, sex, income & more (Advanced)“Select Demographics” – Let’s you use Site Tool to find sites by age, sex, income & more (Advanced)

Bidding Strategies

• How Do I Know What My Competitors Are Bidding?

• Bidding Wars

• Decide what a keyword and an ad position is truly worth to your store

• Test, tweak ads to improve position

Ad Scheduling (Dayparting)

By default ads run 24 hours a day.

Ad scheduling allows campaigns to run during certain hours or days.

Bidding Strategies and Ad Scheduling are not available when outsourcing to most SEM providersBidding Strategies and Ad Scheduling are not available when outsourcing to most SEM providers

1. Daily budget too low

2. Keyword deleted or inactive

3. Ad is disapproved

4. IP unknown or outside target area

5. Ad not on first page

6. Browser page not refreshing

7. The max CPC higher than daily budget

8. Missing ad text or keywords

9. Campaign has ended

10. Campaign/Ad Group paused or deleted

11. Missing credit card information

Why Can’t I See My Ad?Why Can’t I See My Ad?

Ad Preview Tool:

http://www.google.com/adpreview

How Can I See My Ad?How Can I See My Ad?

ISM’s that administer their own Google AdWords account can access more data than if outsourcedISM’s that administer their own Google AdWords account can access more data than if outsourced

REPORT: 2006 Campaign ReportACCOUNT: Courtesy ChevroletDATE RANGE: 01/01/06 - 12/31/06Campaign Impressions Clicks CTR CPM Cost CPCCourtesy Original Ad Campaign - PHX+TUC 6,222,052 5,148 0.08% $2.10 $13,096.06 $2.54GM PowerShift URL's - 50 Miles PHX 1,114,669 3,904 0.35% $6.71 $7,476.44 $1.92National Search - Courtesy Chevrolet 1,039,556 4,170 0.40% $8.66 $9,006.42 $2.16Model-Specific Micro Sites - AZ 7,090,048 12,103 0.17% $2.70 $19,131.85 $1.58Tucson Targeted Key Words 3,375,365 2,763 0.08% $1.82 $6,155.98 $2.23Free Gas & Oil Offers - PHX 2,059,302 486 0.02% $0.93 $1,923.72 $3.96Site Designated Display Ads - PHX 2,186,088 1,788 0.08% $3.72 $8,123.53 $4.54Life Beyond Seminars 388,382 499 0.13% $10.49 $4,072.60 $8.16Banner & Image Display Ads - PHX 5,819,385 3,788 0.07% $2.10 $12,197.28 $3.22Used Car Ad Groups - PHX 3,434,767 9,110 0.27% $4.46 $15,316.82 $1.68Chevy Price Quote Display Ad - PHX 7,274,574 6,209 0.09% $1.99 $14,447.84 $2.33See What Courtesy Can Do For You - PHX 657,037 776 0.12% $2.44 $1,601.32 $2.06New Chevy Pricing - PHX 5,834,815 5,908 0.10% $1.99 $11,605.18 $1.96Secondary Finance Prospects - PHX 2,049,256 6,347 0.31% $1.49 $3,052.28 $0.48National Search Sponsored Links 14,330,816 18,171 0.13% $1.07 $15,317.41 $0.84Chevy CSI Leadership - PHX+100 miles 677,548 227 0.03% $0.73 $493.49 $2.17Competetive CSI Showcase - PHX + 150 miles 316,307 206 0.07% $1.77 $559.96 $2.72Chevrolet Model Specific - PHX 6,230,255 16,268 0.26% $5.00 $31,124.75 $1.91Display Ads by Site - PHX 5,947,933 3,100 0.05% $1.58 $9,414.78 $3.04Chevy Dealer Conquest - PHX 4,729,952 11,807 0.25% $4.63 $21,907.55 $1.86AAR GM Co-op Display - PHX 1,225,493 254 0.02% $2.53 $3,101.24 $12.212007 Chevy Tahoe - PHX+TUC 2,290,540 3,407 0.15% $2.24 $5,122.20 $1.50Chevy Price Quotes - All AZ 2,000,710 2,939 0.15% $3.09 $6,186.94 $2.11Video Dispay Ads by Site - PHX+TUC 108,862 55 0.05% $6.90 $751.17 $13.66Fresh Start 225 4 1.78% $18.49 $4.16 $1.04Totals and Overall Averages: 86,403,937 119,437 0.14% $2.56 $221,190.95 $1.85

REPORT: Courtesy Chevrolet's Primary Google Account Campaign ReportACCOUNT: Ralph Paglia

DATE RANGE: October, 2006

CampaignCampaign

Status Impressions Clicks CTRAvgCPC

AvgCPM Cost

AvgPosition

2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4

AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1

Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1

Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8

Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3

Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1

Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2

Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7

Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1

Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2

GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9

National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9

National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3

New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8

Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1

See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7

Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1

Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7

Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6

Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1

Internet Sales Managers must understand the analytics in order to judge SEM resultsInternet Sales Managers must understand the analytics in order to judge SEM results

Courtesy Chevrolet reviews eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and sales.

BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40%

3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06%

Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63%

Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61%

GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06%

Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22%

Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27%

Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64%

BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51%

Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53%

Grand Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%

Internet Sales Managers need to closely monitor where SEM results are showing up as salesInternet Sales Managers need to closely monitor where SEM results are showing up as sales

Search Marketing Site NetworkAs the multiple web sites, mico-sites and landing pages were being created, and linked to each other the entire implementation began to take on a network appearance and characteristics.

SEM & PromoSEM & PromoLanding PagesLanding PagesSEM & PromoSEM & Promo

Landing PagesLanding PagesPrimary Web SitesPrimary Web Sites

Full-Featured w/InventoryFull-Featured w/InventoryPrimary Web SitesPrimary Web Sites

Full-Featured w/InventoryFull-Featured w/InventoryCampaign Specific Campaign Specific Micro Web SitesMicro Web Sites

Campaign Specific Campaign Specific Micro Web SitesMicro Web Sites

Get aGet aYear WorthYear WorthOf Free GasOf Free Gas

Get aGet aYear WorthYear WorthOf Free GasOf Free Gas

free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years

free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years

HouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.com 2007Tahoe.com2007Tahoe.com2007Tahoe.com2007Tahoe.com

CourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.com

PHXChevrolet.comPHXChevrolet.comPHXChevrolet.comPHXChevrolet.com

LatinoChevy.comLatinoChevy.comLatinoChevy.comLatinoChevy.com

SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links

CourtesyFleet.comCourtesyFleet.comCourtesyFleet.comCourtesyFleet.com

WeBuyChevys.comWeBuyChevys.comWeBuyChevys.comWeBuyChevys.com

GMAC-AZ.comGMAC-AZ.comGMAC-AZ.comGMAC-AZ.com

2006Silverado.com2006Silverado.com2006Silverado.com2006Silverado.com

GetaCamaro.comGetaCamaro.comGetaCamaro.comGetaCamaro.com

YouGotGas.comYouGotGas.comYouGotGas.comYouGotGas.com

ChevyPriceQuoteChevyPriceQuoteChevyPriceQuoteChevyPriceQuote

FreeGMoilChangeFreeGMoilChangeFreeGMoilChangeFreeGMoilChange

ChevyPride.comChevyPride.comChevyPride.comChevyPride.com

PHXfinance.comPHXfinance.comPHXfinance.comPHXfinance.com

BK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.com

Within the Search Marketing Network of sites created by Courtesy, 3 distinct channels existWithin the Search Marketing Network of sites created by Courtesy, 3 distinct channels exist

Ad Groups by Ad Groups by Targeted URL’sTargeted URL’sAd Groups by Ad Groups by

Targeted URL’sTargeted URL’s

LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads

LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads

LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads

LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads

LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads

LeadsLeadsLeadsLeads

LeadsLeadsLeadsLeads

LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads

Landing Pages Landing Pages & Micro-Sites& Micro-Sites

Landing Pages Landing Pages & Micro-Sites& Micro-Sites

Key Words or URL Key Words or URL Based Site TargetsBased Site TargetsKey Words or URL Key Words or URL Based Site TargetsBased Site Targets

Bid Amounts & Bid Amounts & Daily LimitsDaily Limits

Bid Amounts & Bid Amounts & Daily LimitsDaily Limits

SEM Campaigns by SEM Campaigns by Targeted SegmentsTargeted SegmentsSEM Campaigns by SEM Campaigns by Targeted SegmentsTargeted Segments

Image Ads & Image Ads & Sponsored LinksSponsored Links

Image Ads & Image Ads & Sponsored LinksSponsored Links

LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads

Creating Search Marketing campaigns requires a funnel approach and measuring each sectionCreating Search Marketing campaigns requires a funnel approach and measuring each section

Google AdWords Campaign Impressions Clicks CTR Avg CPC Avg CPM CostAveragePosition

2007 Chevy Tahoe - AZ 188,160 217 0.10% $1.51 $1.74 $327.95 2.92007 Chevy Tahoe - PHX 145,009 216 0.10% $1.17 $1.75 $253.61 4.1Chevrolet Model Specific - PHX 105,528 283 0.30% $2.26 $6.06 $639.93 2.6Chevy Dealer Conquest - PHX 649,536 1,115 0.20% $1.60 $2.75 $1,784.41 2.9Courtesy Original Ad Campaign - PHX 143,001 117 0.10% $3.46 $2.83 $404.86 2GM PowerShift URL's 69,056 341 0.50% $2.50 $12.35 $852.60 2.8Life Beyond Seminars 384,484 453 0.10% $8.68 $10.23 $3,931.36 1National Search - Courtesy Chevrolet 5,718 88 1.50% $0.87 $13.45 $76.89 3.7National Search Sponsored Links 1,225,734 2,183 0.20% $1.26 $2.25 $2,752.65 4.1See What Courtesy Can Do For You 11,351 14 0.10% $2.65 $3.27 $37.14 4.5Tucson Targeted Key Words 9,669 17 0.20% $2.41 $4.23 $40.93 2.2Totals and Overall Averages: 2,937,246 5,044 0.20% $2.20 $3.78 $11,102.33 3.2

SEM Campaign Accountability

Whether self-directed or managed by a 3Whether self-directed or managed by a 3rdrd Party Supplier, Internet Party Supplier, Internet Managers should insist on reviewing the SEM Campaign Metrics as Managers should insist on reviewing the SEM Campaign Metrics as provided by the search engine as shown below on a monthly basis. provided by the search engine as shown below on a monthly basis. eBusiness Directors and Managers should be reviewing these eBusiness Directors and Managers should be reviewing these metrics daily, weekly and/or monthly and making adjustments.metrics daily, weekly and/or monthly and making adjustments.

Micro-Sites & Landing Pages

Courtesy Chevrolet uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site placed Banners, Leaderboards and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s:

NOTE; online ads must be in gif, jpg, png or swf file formats

• Banner Ads; 468 pixels wide x 60 pixels tall• Leaderboard; 728 pixels wide x 90 pixels tall• Inline (box ads); 300 pixels x 250 pixels & 338 x 292• Small Squares; 200 pixels x 200 pixels & 250 x 250• Skyscraper; 120 pixels wide x 600 pixels tall• Wide Skyscraper; 160 pixels wide x 600 pixels tall

Use Image Ads on targeted sites to drive traffic into Deep Links that serve up relevant contentUse Image Ads on targeted sites to drive traffic into Deep Links that serve up relevant content

Use Deep-Links and custom URL’s that go to specially set up Inventory Pre-Sorts for model specific campaignsUse Deep-Links and custom URL’s that go to specially set up Inventory Pre-Sorts for model specific campaigns

Keyword, Content and Site Targeted SEM Keyword, Content and Site Targeted SEM Campaigns drive traffic to “Deep Links” into Campaigns drive traffic to “Deep Links” into specialized content within full featured web specialized content within full featured web sites that are set up with BZ Results to be sites that are set up with BZ Results to be specifically and directly relevant to the Ad’s specifically and directly relevant to the Ad’s message…message…www.Chevrolet-Silverado.com

Keyword, Content and Site Targeted SEM Keyword, Content and Site Targeted SEM Campaigns drive traffic to “Deep Links” into Campaigns drive traffic to “Deep Links” into specialized content within full featured web specialized content within full featured web sites that are set up with BZ Results to be sites that are set up with BZ Results to be specifically and directly relevant to the Ad’s specifically and directly relevant to the Ad’s message…message…www.Chevrolet-Silverado.com

Examples of SEM Results with GoogleExamples of SEM Results with Google

• Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy

• Ads placed with Google by BZ Results and ClickMotive on behalf of Courtesy Chevrolet

• Organic listings (free) that result from pro-active SEO activities by BZ Results

The next few slides will show actual Search Engine listing results from:

Use SEM to Attract Loyal Chevy CustomersUse SEM to Attract Loyal Chevy Customers

Targeted by State

Targeted by State

Targeted by State

Targeted by State

Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO

Listing of BZ siteListing of BZ site

Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO

Listing of BZ siteListing of BZ site

SEM Vendor SEM Vendor CampaignCampaignSEM Vendor SEM Vendor CampaignCampaign

““2007Tahoe.com” SEM campaign2007Tahoe.com” SEM campaign““2007Tahoe.com” SEM campaign2007Tahoe.com” SEM campaign

Courtesy Ad placed Directly with Google

Courtesy Ad placed Directly with Google

Courtesy Ad placed Directly with Google

Courtesy Ad placed Directly with Google

Courtesy SEM Ad placed Courtesy SEM Ad placed Directly with GoogleDirectly with Google

Courtesy SEM Ad placed Courtesy SEM Ad placed Directly with GoogleDirectly with Google

Organic Ranking of

Organic Ranking of

Courtesy Micro-Site (free)

Courtesy Micro-Site (free)

Organic Ranking of

Organic Ranking of

Courtesy Micro-Site (free)

Courtesy Micro-Site (free)

Dealer Managed

Google Campaign Reporting

Total of Targeted Total of Targeted Prospects that Prospects that

Clicked Through Clicked Through to Landing Pageto Landing Page

Total of Targeted Total of Targeted Prospects that Prospects that

Clicked Through Clicked Through to Landing Pageto Landing Page

Total of Targeted Total of Targeted Prospects that Prospects that

Saw the Online AdSaw the Online Ad

Total of Targeted Total of Targeted Prospects that Prospects that

Saw the Online AdSaw the Online Ad

Cost per Targeted Cost per Targeted Prospect that Prospect that

Clicked on a Key Clicked on a Key Word based AdWord based Ad

Cost per Targeted Cost per Targeted Prospect that Prospect that

Clicked on a Key Clicked on a Key Word based AdWord based Ad

Cost per Prospect Cost per Prospect that Clicked on a that Clicked on a Banner Ad in the Banner Ad in the Google NetworkGoogle Network

Cost per Prospect Cost per Prospect that Clicked on a that Clicked on a Banner Ad in the Banner Ad in the Google NetworkGoogle Network

Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted

3rd Party Web Sites Using the Google Advertising Network

Google AdWords Image Ad ExamplesGoogle AdWords Image Ad Examples

www.GMinsideNews.com www.GMinsideNews.com

www.PhoenixAtaGlance.com www.PhoenixAtaGlance.com

www.ChevroletHHR.net www.ChevroletHHR.net

Courtesy Chevrolet SEM Campaign Specific Display and Text Ads that use both Targeted Sites and Key Words to link click throughs to very specific Micro-Sites, Landing Pages and Deep Links

Online SEM Campaign ExamplesOnline SEM Campaign Examples

www.AutoBaron.com www.AutoBaron.com

Use of Deep-Links in Online Advertising

www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application

www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application

Thank you for attending SEM for Internet Sales Managers workshop… Go Home & Rock!Thank you for attending SEM for Internet Sales Managers workshop… Go Home & Rock!

• Build your SEM campaigns for strategic cohesiveness with dealership’s general market advertising and integrate with other media for management team “buy-in”

• Clearly defined SEM and Site Targeted advertising budget and commit your management team to sustain that Online Advertising budget for at least 6 months

• Your Lead Management Process (LMP) and the team that executes it must be staffed and trained to convert increased lead volume into increased sales

• Use Deep Links, Landing Pages and Micro-Sites that can be tracked• Avoid sending click-throughs to your dealership’s “home page” where both the

customer and your ability to track results gets lost• Measure all traffic generated, along with phone calls and eLeads received… Use

Referring URL’s like toll free numbers from Who’s Calling, CallBright & Callsource• Review results and online marketing metrics at weekly manager meetings…

Provide handouts to all Managers showing Impressions, CPM, CPC, Money spent and supplement with lead and sales counts as accurate as you are able

• When first starting, give SEM budgets and metrics the benefit of the doubt. Increased leads can come from primary web sites through links on SEM landing pages and deep links into relevant content within your primary sites.

• Check your primary site referring URL’s for Form Views in Omniture Site Catalyst

Key Executables for SEM Campaign Managers:Key Executables for SEM Campaign Managers: