The Bob Rohrman Auto Group

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 SitesMicro SitesCampaign Specific Campaign Specific

Micro SitesMicro 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

RohrmanLexus.comRohrmanLexus.comRohrmanLexus.comRohrmanLexus.com 2008-Accord.com2008-Accord.com2008-Accord.com2008-Accord.com

Lexus-Certified.comLexus-Certified.comLexus-Certified.comLexus-Certified.com

Rohrman-Lexus.comRohrman-Lexus.comRohrman-Lexus.comRohrman-Lexus.com

LatinoLexus.comLatinoLexus.comLatinoLexus.comLatinoLexus.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

RohrmanFleet.comRohrmanFleet.comRohrmanFleet.comRohrmanFleet.com

WeBuyHondas.comWeBuyHondas.comWeBuyHondas.comWeBuyHondas.com

RohrmanCredit.comRohrmanCredit.comRohrmanCredit.comRohrmanCredit.com

2008Toyota.com2008Toyota.com2008Toyota.com2008Toyota.com

GetaLexus.comGetaLexus.comGetaLexus.comGetaLexus.com

WindyGas.comWindyGas.comWindyGas.comWindyGas.com

HondaPriceQuoteHondaPriceQuoteHondaPriceQuoteHondaPriceQuote

FreeToyotaOilChangeFreeToyotaOilChangeFreeToyotaOilChangeFreeToyotaOilChange

AskRohrie.comAskRohrie.comAskRohrie.comAskRohrie.com

MidwestFinance.comMidwestFinance.comMidwestFinance.comMidwestFinance.com

Midwest-BK-Loans.comMidwest-BK-Loans.comMidwest-BK-Loans.comMidwest-BK-Loans.com

Digital Marketing Network of Sites Created for RohrmanThree Web Site Channels

The Bob Rohrman Auto Group

Develop Strategy & Budget

Rohrman Auto Group’s Digital Marketing Strategy will Rohrman Auto Group’s Digital Marketing Strategy will be based on the following goals and objectives:be based on the following goals and objectives:

1.1. Generate showroom traffic, inbound sales calls & electronic leads Generate showroom traffic, inbound sales calls & electronic leads that result in growth of that result in growth of BOTHBOTH total store and eBusiness sales total store and eBusiness sales

2.2. Integrate with (and leverage) general market, OEM and web site Integrate with (and leverage) general market, OEM and web site targeted campaigns using landing pages, micro sites, deep linkstargeted campaigns using landing pages, micro sites, deep links

3.3. Produce cost effective leads that mitigate 3Produce cost effective leads that mitigate 3 rdrd Party Leads Party Leads

4.4. Displace competing dealers from first page search results listings Displace competing dealers from first page search results listings on the most popular search engines when buyers search for infoon the most popular search engines when buyers search for info

5.5. Keep spending within allocated Digital Marketing budget that Keep spending within allocated Digital Marketing budget that includes specialty sites, lead providers, paid search marketing and includes specialty sites, lead providers, paid search marketing and online display advertising…online display advertising…

The Bob Rohrman Auto Group

“Grow Your Own” Lead Generating Strategy

• Self-Generated Leads become significant enough to reduce and supplement the need for 3rd Party lead providers and facilitate total Sales Team growth

• Integrated Marketing Campaigns drive car shoppers and “highly likely to be in market” targeted prospects to campaign-specific landing pages and micro-sites

• Targeted Content is specifically and directly relevant to value proposition that fueled the shopper’s visit to each micro-site, landing page or deep-linked page

• Micro-Sites, Landing Pages and Deep Links are designed and selected to convert visitors to leads at a higher rate than would the home pages of dealership full-featured all purpose web sites

The Bob Rohrman Auto Group

More Than 80% of Individuals Leave a Landing Page Within 0-8 Seconds Due To Poor Relevancy, Design, and Offer

AccountabilityThe table below shows projections for the Rohrman Auto The table below shows projections for the Rohrman Auto Group based on previous experience, stores and using the Group based on previous experience, stores and using the projected budgets shown for digital advertising.projected budgets shown for digital advertising.

OCT NOV DEC

2007Total YTD

ActualLeadsYTD

ActualCost

Per Lead

Avg. Leads per

Month

2007Cost/Mo.Forecast

2007 MnthlySales

Forecast

Avg.MnthlySales

Mo.CostPVR

@ $450 PVR

15,000$ 25,000$ 25,000$ 65,000$ 1,432 45$ 477 21,667$ 48 48 454$

5,000$ 10,000$ 10,000$ 25,000$ 722 35$ 241 8,333$ 19 24 346$

5,000$ 10,000$ 10,000$ 25,000$ 678 37$ 226 8,333$ 19 23 369$

2,500$ 5,000$ 5,000$ 12,500$ 260 48$ 87 4,167$ 9 9 481$

27,500$ 50,000$ 50,000$ 127,500$ 3,092 41$ 1,031 42,500$ 94 103 412$

15,000$ 25,000$ 25,000$ 65,000$ 1,873 35$ 624 21,667$ 48 62 347$

15,000$ 25,000$ 25,000$ 65,000$ 1,566 42$ 522 21,667$ 48 52 415$ 5,000$ 15,000$ 15,000$ 35,000$ 855 41$ 285 11,667$ 26 29 409$

35,000$ 65,000$ 65,000$ 165,000$ 4,294 38$ 1,431 55,000$ 122 143 384$

5,000$ 15,000$ 15,000$ 35,000$ 963 36$ 321 11,667$ 26 32 363$

4,000$ 8,000$ 8,000$ 20,000$ 250 80$ 83 6,667$ 15 8 800$

4,000$ 8,000$ 8,000$ 20,000$ 500 40$ 167 6,667$ 15 17 400$

1,000$ 2,000$ 2,000$ 5,000$ 100 50$ 33 1,667$ 4 3 500$

2,500$ 5,000$ 5,000$ 12,500$ 250 50$ 83 4,167$ 9 8 500$

16,500$ 38,000$ 38,000$ 92,500$ 2,063 45$ 688 30,833$ 69 69 448$

79,000$ 153,000$ 153,000$ 385,000$ 9,449 41$ 3,150 128,333$ 285 315 407$

OCT NOV DEC Total YTD2007

LeadsYTD

CostPer Lead

LeadsPer Month

2007 Cost/Mo.Forecast

2007 MnthlySales

Forecast

Mo.UnitsSales

Mo.CostPVR

#REF!

The Bob Rohrman Auto Group

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

Micro Sites, Deep Links Micro Sites, Deep Links & Landing Pages& Landing Pages

Micro Sites, Deep Links Micro Sites, Deep Links & Landing Pages& Landing Pages

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

Digital Marketing Campaigns for Rohrman will create a powerful sales funnel – Each Section Measured

Digital Advertising

• 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

Digital Advertising

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

4wdandsportutility.com 4wheeloffroad.com aboutchevrolet.com autoblog.com autobytel.com autodealersfinder.com autoguide.com automart.com automobilemag.com automobiles.com automotive.com autotrader.com autoweb.com autoweek.com car-dealerships-by-city.com car.com caranddriver.com cardealersusa.com carfinderservice.com cars.about.com carsmart.com cartalk.com chevyhhr.com chevyreviews.com chevytrader.com cobaltss.com corvetteforum.com dealsonwheels.com denalitrucks.com edmunds.com espanol.autobytel.com familycar.com fjcruiserforums.com ford-trucks.com fullsizechevy.com gm-trucks.com insidercarsecrets.com intellichoice.com invoicedealers.com itrustmotors.com jeepforum.com motortrend.com mydealerships.com mynewcarpurchase.com new-car-dealerships.com newcartestdrive.com pickuptruck.com safecarguide.com smartcarfinder.com theautochannel.com thecarconnection.com toyotanation.com traderonline.com truck-guide.com trucks.about.com trucks.autoblog.com trucktrend.com truckworld.com tundrasolutions.com usedcarsale.com usedcorvettesforsale.com womanmotorist.com

youtube.com::AutoVehicles 300x250,Middle right

Targeted Web Site Advertising

16,266 Online Car Shoppers driven to Courtesy Sites in 4 months.

16,266 Online Car Shoppers driven to Courtesy Sites in 4 months.

$1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site

$1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site

$1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement

$1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement

Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.

Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.

Build and Launch Ad Campaigns

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

$.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00$.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00

$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each

$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each

Manage Campaigns to Drive Cost per Visitor Down

$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$150.34 for 85 Visitors = $1.77 each$150.34 for 85 Visitors = $1.77 each

$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$48.72 for 42 Visitors = $1.16 each$48.72 for 42 Visitors = $1.16 each

Manage Campaigns to Drive Cost per Visitor Down

$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$105.20 for 39 Visitors = $2.70 each$105.20 for 39 Visitors = $2.70 each

$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$35.62 for 24 Visitors = $1.48 each$35.62 for 24 Visitors = $1.48 each

Manage Campaigns to Drive Cost per Visitor Down

Digital Marketing Sales ResultsDigital Marketing Sales Results

• 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

• 177177 Vehicles Sold Vehicles Sold• 4444 Avg. Sales per Month Avg. Sales per Month

• $71,801.30$71,801.30 invested in Digital invested in Digital Marketing CampaignsMarketing Campaigns

• $2.16$2.16 Cost per Thousand Car Cost per Thousand Car Shopper ImpressionsShopper 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 STUDY: Courtesy Chevrolet San Diego Digital Marketing CASE STUDY: Courtesy Chevrolet San Diego Digital Marketing Campaigns From April through July, 2007 (4 months):Campaigns From April through July, 2007 (4 months):

*$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD*$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD

We created a portfolio of key word enriched URL’s connected to multiple web sites and deep links, generating lower cost, higher yield online advertising.

CourtesySanDiego.com CourtesyChevySanDiego.com SD-Chevy.com SD-Used-Cars.com SD-Chevrolet.com ChevyCorvetteSanDiego.com www.SDCorvetteKing.com SD-Corvette-King.com SD-Corvette.com CorvetteSanDiego.com San-Diego-Corvette.com Chevy-Nation.com SanDiego-Chevy-Trucks.com Chevrolet-Nation.com San-Diego-Chevy.com Chevy-Specials.com New-Chevy.com Used-Chevy.com 199payments.com Chevrolet4x4.com Chevrolet-4x4.com MissionValleyChevrolet.com SDNewChevrolet.com SDNewChevy.com SD-Used-Chevy.com SD-Car-Loans.com Marines-Chevy.com Navy-Chevy.com SD-Chevy.com SD-Chevrolet.com Chevrolet-California.com San-Diego-Chevrolet.com ChevyCA.com ChevyCalifornia.com California-Chevrolet.com Chevrolet-SanDiego.com SanDiego-Chevrolet.com Chevy-California.com Chevy-CA.com SanDiego-Chevy.com BuyChevy-GetCruise.com www.BuyAChevyGetACruise.com KingOfVettes.com King-Of-Corvettes.com CaliforniaCorvetteKing.com Corvette-King.com California-Corvettes.com California-Corvette.com SDChevysale.com SDChevySales.com ChevroletIncentives.com SD-Certified-Used.com MyChevy-MyWay.com SanDiegoChevyTahoe.com AutoTrader-SanDiego.com

URL Portfolio

• 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 Digital Marketing Campaigns:Key Executables for Digital Marketing Campaigns: