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 Plan Beta / New Products & Offerings Performance Snapshot – Monthly Performance Snapshot – Quarterly A B C Questions & Concerns Future meeting plan D Your Performance Your Market Monthly/ Q# Plans Q & A

A Goal & Performance Snapshots

Digital Marketing Capabilities Monthly Performance Scorecard – SEM Focus AreaEstd. GoalsActual PerformanceGoal Status Conversion Rate6%8% Traffic – Clicks Impressions20,00018,000 CTR10% +17% Impression Share - New85%83% Impression Share - Used70%77%

Digital Marketing Capabilities Monthly Performance Scorecard – SEO & Analytics Focus AreaEstd. GoalsActual PerformanceGoal Status Conversion Rate6%8% Traffic – Clicks Impressions20,00018,000 CTR10% +17% Impression Share - New85%83% Impression Share - Used70%77%

SEM Impression Share Analysis – Monthly

Digital Marketing Capabilities Key Successes – Monthly A B C Key Success 1 Key Success 2 Key Success 3

Digital Marketing Capabilities Key Areas of Opportunity A B C Key Opportunity 1 Key Opportunity 2 Key Opportunity 3

SEM Budget Recommendations

Digital Marketing Capabilities Quarterly Performance Scorecard Focus AreaEstd. GoalsActual PerformanceGoal Status Conversion Rate6%8% Traffic – Clicks Impressions20,00018,000 CTR10% +17% Impression Share - New85%83% Impression Share - Used70%77%

Digital Marketing Capabilities Key Successes – Past Quarter A B C Key Success 1 Key Success 2 Key Success 3

Digital Marketing Capabilities Key Areas of Opportunity – Past Quarter A B C Key Opportunity 1 Key Opportunity 2 Key Opportunity 3

CategoryCommentary Web 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

CategoryCommentaryStatus 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 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 aggressive than last month.

Competitor B You 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 aggressive than last month.

Competitor C You 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 aggressive than last month.

ProposalFor CompetitorBudget Required Add a new conquest campaign in specific geosAnderson Kia$750 Add geo-fencing campaignsKeyes Honda$1,000 New display initiative focusing on conquest brandsRockwell Honda$1,000 Proposal to engage competition

C Quarterly Planning, Insights, Product Offerings

Questions & Concerns ? D

Thank you. Thank you

Appendix

Our Philosophy - Keyword Planning Keyword TypeTraffic AvailabilityQuality of ConversionCar Shopping Intent Brand/RegionalHigh Average Make/ModelHigh Service/PartsHighAverageLow Upper FunnelAverageHigh CompetitorsAverageHighAverage

Term CategoryDefinitionExampleCost 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 for your franchise and local city “Oxnard toyota dealers”$16.74 per call $2.07 per click Franchise Terms “Discovery” Keyword Someone searching for your 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

FocusHaystak’s PhilosophyHow Does This Help You Sell More? Geo-Targeting Budget Allocation – Campaign Type Expanded Targeting Increase Presence via display/remarketing Conquest & Competitor Video Our Philosophy – Drive “High Quality” Shoppers To Your Site