Online Advertising for Car Dealers

1. ATTRACT INTERACT RESPOND SCHEDULE SELL SERVICE RETAIN During the past two years, Courtesy Chevrolet in Phoenix, AZ has emerged as America’s leading Internet retailer of new and certified used Chevrolet vehicles…

5. Courtesy Chevrolet CRM/eBusiness Teams Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators Carl Moles Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9 CSR 10 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Sales Consultants Certified to Handle Internet Leads & Appointments Mike Gordon IT Director Courtney Daly Special eFinance Administrator Ron & Scott Daly Special eFinance Team

9. Where do Car Shoppers go online?

10. Courtesy Chevrolet decided to use online Google “Sponsored Link” ads to drive car buyers to our sites… 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 automotive web sites we target…

11. Online Marketing Strategy – Phase 2 Primary Web Sites Full-Featured w/Inventory HouseOfCourtesy.com Primary web site LatinoChevy.com Spanish web site SEM/SEO Key Word URL’s Point to Deep Links CourtesyFleet.com Commercial & Fleet web site What did we have to work with as far as web properties? Would these web sites be the best at converting click-throughs to leads?

12. Online Marketing Strategy – Phase 3 www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com www.ChevyPride.com www.AZcarFinance.com www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com www.FreeGMoilChange.com www.WeBuyChevys.com www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com Courtesy Chevrolet uses over 250 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:

13. Online Marketing Strategy – Phase 4 SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Web Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years HouseOfCourtesy.com 2007Tahoe.com CourtesyOnBell.com PHXChevrolet.com LatinoChevy.com SEM/SEO Key Word URL’s Point to Primary Site Deep Links CourtesyFleet.com WeBuyChevys.com GMAC-AZ.com 2006Silverado.com GetaCamaro.com YouGotGas.com ChevyPriceQuote FreeGMoilChange ChevyPride.com

14. Online Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads IST Managed Campaign #1 Vendor 1 Managed Campaigns Courtesy Managed Activities Vendor Managed Activities BDC Managed Campaign #2 Vendor 2 Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail AZCentral.com & Cars.com Expanding Display Ads Edmunds.com “ Back Door” LaVoz.com Spanish Display Google Web Site Network For Display Ads

16. Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com

18. Spanish Language Web Site (Reynolds) www.LatinoChevy.com www.Latino-Chevy.com

19. CourtesyOnBell.com Web Site (BZ Results) www.CourtesyOnBell.com Satellite Lot Used Car Center focused on our “Buy Here- Pay Here” special finance operation

20. CourtesyFleet.com Web Site (BZ Results)

23. Online Display Ad Examples Non-Standard 89 x 60 pixel size animated gif file used by www.AZCentral.com on sides of topic pages… Non-Standard 120 x 90 pixel size animated gif file used by www.AZCentral.com on sides of Cars.com interior pages… Standard Leaderboard 728 x 90 pixel size gif file used by www.AZCentral.com at top of Cars.com portal pages… Standard Inline Rectangle 300 x 250 pixel gif file used by www.AZCentral.com on local news story pages …

24. Online Display Ad Examples Standard Inline Rectangle 300 x 250 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements… Standard Wide Skyscraper 160 x 600 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements Standard Leaderboard 468 x 60 pixel size jpg file used by Courtesy Chevrolet in AZCentral.com & Cars.com Display Ads

25. Online Display Ad Examples Standard Banner 468 x 60 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements

26. www.2007Tahoe.com Micro-Site Scroll Down…

27. www.2007Tahoe.com Micro-Site

28. YouGotGas.com - Birth of Integrated Marketing at Courtesy Chevrolet … It all started with a Marketing Team Meeting in September, 2005 … Hurricane Katrina had driven Gas OVER $3.25 a gallon, and all we had in stock were trucks and SUV’s that stopped selling due to gas $$$

29. YouGotGas.com Web-Store Promotion … As we discussed what would work; ELIMINATE GAS PRICE FEAR! We would advertise that when you buy a new Chevy from our inventory, we would include a prepaid fuel card with a year’s worth of gas… The lower the vehicle’s EPA, the more gas money had to go on the card!

30. 1. Win $500 worth of gas for free! Register for the Courtesy Chevrolet Got Gas* drawing to win $500 in pre-paid gas cards to be given away every Friday in October. Fill out the form at www.YouGotGas.com , or call 888-9-GOT-GAS* 2. Get a year’s worth of gas… without winning a contest! When you pre-register for the program by calling 888-9-GOT-GAS or online at www.YouGotGas.com , Courtesy Chevrolet will provide you with a pre-paid Fuel Card good for a year’s worth of Unleaded Gas that is honored at participating QT retailers in Arizona, when you purchase or lease a new Chevrolet car or truck from Courtesy Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before October 31, 2005*. Either way, YOU GOT GAS! YouGotGas.com Gives You Gas 2 Ways… *Terms & Conditions Apply, Visit Courtesy Chevrolet for full details

32. Showroom Signage shows customers they are at the right place… And, gives the sales team something to point at as one more reason to buy at the “Big C” Showroom Signage used to Support Integrated Campaign

33. Outdoor Advertising is designed to generate curiosity and arouse customer interest on a subject that everybody driving a car or truck is thinking about… Gas. (And, those who ate lunch at Taco Bell!) Two ways to satisfy that curiosity, either call or check it out on the web. Outdoor Advertising used to Drive Micro-Site Traffic & Phone Calls

34. 20 Billboards & 20 Bus Shelters used to Drive Micro-Site Traffic & Phone Calls, resulting in over 800 Phone calls within 60 days & 12K+ site visitors

35. Radio Commercial #1: “The Couple” (click to play MP3 file) Review Radio Stations and Frequency for “The Couple” radio commercials…

36. Radio Commercial #2 : “News Interview” (click to play MP3 file) Review Radio Stations and Frequency for “News Interview” commercials…

37. Radio Commercial #3: “Gasolina Gratis” (click to play MP3 file) Review Radio Stations and Frequency for “Gasolina Gratis” commercials…

38. Television Commercial #1: “Laughing Gas” Click Got Gas icon to play “Laughing Gas” Movie file (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Review Radio Stations and Frequency for “Laughing Gas” TV commercials…

39. Television Commercial #2: “TV En Espańol” (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Click Got Gas icon to play “Laughing Gas” Spanish Movie file Review Radio Stations and Frequency for “ TV En Espańol ” commercials…

40. On The Web At: HouseOfCourtesy.com When you click here

41. On The Web At: HouseOfCourtesy.com

42. www. YouGotGas .com Get It At

43. www. YouGotGas .com Fuel Expense calculator based on 2 simple questions shows customers how important the cost of their gas is to them… Makes ‘em think! (Used by BDC reps on calls to 888-9-Got-Gas)

44. www. YouGotGas .com 1. Win $500 Worth of Pre-Paid Gas Cards by Entering Weekly Drawing 2. Register to get a year’s worth of gas When you buy a new Chevy from Courtesy has 2 sections…

45. To Get Gas… Customer Must Enter Full Info! Nobody gets gas without our BDC having a means to contact them

46. www.YouGotGas.com Below this section, on same page Enters Drawing… Goes to BDC

47. Customers can register for the “ Gas for a year with a new Chevy ”, program right from $500 gas card drawing page, below contest entry form…

48. Confirms Entry into $500 Weekly Drawing After entering the drawing to Win $500 Worth of Pre-Paid Gas Cards, the customer is offered a SECOND opportunity to register for the Year’s worth of Gas… All their info is pre-filled and the “ I am interested in” box is checked! Can I get a new Corvette for $1,500 down and under $500 a month? Can I buy a new Silverado right away, because the bank just picked up my truck I want to buy a new Tahoe for the best price without getting jerked around

49. Once they get to the confirmation page… Again, they are reminded that Courtesy Chevrolet’s BDC will be calling them…

51. Display Ads drive traffic to Deep Links

52. Deep Links go to Inventory Pre-Sorts

54. SEM Ads; Phone Calls & Specialized URL’s

55. Google Ads; ChevyPriceQuote.com

57. Search Engine Success Google “Organic” Ranking due to URL name with hyphens “ Phoenix Chevrolet Dealers” search

58. Use SEM to Attract Loyal Chevy Customers Targeted by State

59. ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet’s own in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search.

60. Courtesy Chevrolet “Buy Back” marketing campaign ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “ChevyPriceQuote” marketing campaign

61. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “2007Tahoe.com” SEM campaign

62. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaign

63. Dealer Managed Google Campaign Reporting Total of Targeted Prospects that Clicked Through to Landing Page Total of Targeted Prospects that Saw the Online Ad Cost per Targeted Prospect that Clicked on a Key Word based Ad Cost per Prospect that Clicked on a Banner Ad in the Google Network

67. ClickMotive Search Engine Marketing Campaign - Used

71. Courtesy Ad placed Directly with Google Courtesy Ad placed on Google by ClickMotive #1 Organic Ranking (free) of Courtesy’s BZ Web Site

72. Courtesy Ad placed Directly with Google Courtesy Ad placed Directly with Google Organic Ranking of Courtesy Micro-Site (free)

73. Courtesy local listing at top due to review volume Courtesy Ad placed Directly with Google Organic #1 Ranking of Courtesy’s BZ Web Site

74. Courtesy Ad placed Directly with Google #1 SEM Ranking of Courtesy’s ClickMotive Site Courtesy Ad placed Directly with Google

75. Courtesy’s SEM ClickMotive Site Courtesy Ad placed Directly with Google

76. Courtesy Ad placed Directly with Google Courtesy ad placed directly with Google at top due to review volume Courtesy SEM campaign by ClickMotive at Google top due to review volume

77. Courtesy Ad placed Directly with Google

78. ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet’s own in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search.

79. Competitor targeted marketing campaign ClickMotive Search Engine Marketing Campaign

81. Competitor targeted marketing campaign

83. Courtesy Chevrolet “Buy Back” marketing campaign ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “ChevyPriceQuote” marketing campaign

84. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaignGEE

85. Examples of Display Ads Placed Using the Google Network

86. www.AutoGuide.net

87. www.Autohopper.com

88. www.CarDealersNearYou.com

89. www.CarDealersUSA.com

90. www.CarsAndStripes.com

91. www.CamaroZ28.com

92. www.ChevyReviews.com

93. www.ChevroletForum.com

94. www.ChevroletHHR.net

95. www.ChevroletHHR.net

96. www.ChevyHHR.net

97. www.Edmunds.com

98. www.GMinsidernews.com

99. www.GMtrucks.com

100. www.ChevroletForum.com

101. www.TheAutoChannel.com

102. Scroll Down…

103. Courtesy Ad via Google…

104. Courtesy Ad via Google…