Seo-sem combined strategy

1. 64% 64%
67% 68%
70%
75%
47%
54% 53%
59%
66%
60%60%
54%
40%
61%^
26%
33%
43%
47%
10%
20%
30%
40%
50%
60%
70%
80%
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
New Used
1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2008 New Autoshopper.com Studies
2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2008 Used Autoshopper.com Studies
Automotive Internet Usage (AIU); New1 and Used2 Vehicle Buyers – 10 Year Trend
J. D. Power Autoshopper.com Study presented in Las Vegas 10/8/2008:
Automotive Internet Usage (AIU) rates continue to increase
%ofAllNewandUsedCarBuyers
1
© 2007 J.D. Power and Associates,
The McGraw-Hill Companies, Inc.
All Rights Reserved.

2. Engaging the consumer for higher conversion rates
•Engaging, Simple to Use Web Site Designs
•Easy, Flexible Content Management
•Enterprise Content Management - Syndication
•Inventory Display and Management
•Multiple Lead Distribution Routing/Format Capabilities
•Live Chat Integrated with Sites and eNewsletters
•ADP Business Online Tools:
Secure Consumer Account
Finance Online
Service Online
Buy Online

3. Live Site Demonstration

4. Live Site Demonstration

5. Live Site Demonstration

6. Content Management System (CMS)

7. Why should Dealer consider ADP’s BusinessOnline capabilities
as a significant factor in selecting their Dealer Web Site provider?
42%

8. White-listed eNewsletters
Performance Metric Our Average Industry*
• Delivery 99.8% 75.3%-84.9%
• Open 20.9% 10.9%-14.0%
• Click 20.0% 5.2%-13.3%
• Avg Dealer List 4,000
Monthly Influenced Revenue
(Average Dealer):
• Service Appointments 16+
• Vehicle Sales 4+
• Average Dealer Gross $9,456
• Repeat Customer Gross +$300
Annual Influenced ROI
• Average Dealer Gross $113,472
• Return 24 :1

9. Highly trained, experienced automotive retail professional “Top Guns” who
are proven experts on digital marketing, lead management and sales
process implementation.
Digital Solutions Performance Consulting Team
1. Unique Visitors:
Digital Marketing Efficiencies
2. Conversion Ratio:
Site Content & Maintenance
3. Appointment Ratio:
Lead Management Process
4. Show Ratio:
Confirmation Process
5. Showroom Close Ratio:
Preparation & Reception Process
Dealer
‘Vital Statistics’
Review

10. Analytics
Omniture &
Competitive Intelligence
(ClickStream & HitWise)
Search Ads
4. Keyword Enriched
Sponsored Links & URL’s
5. Contextually Optimized
Deep Link Landing Pages
Organic Search
1. Content Optimization
2. UGC Link Popularity
3. Search Robots
Display Advertising
6. CTR Optimized Media
7. Targeting Networks
8. Key Site Placements
8 Points of Traffic
Growth Synergy
Integrated Traffic Maximization Strategy

11. Paid Search Results
PaidSearchResults
– Generates increased
consumer trust
– Increases perceived
value by consumer
– Campaign integration
– Dealer budget drives
incremental traffic
– Best value and
results
– Higher Quality Scores
= Lower Cost Per Click
Use of an Integrated SEO and SEM Strategy
Optimized Dealership presence in organic and paid search listings
reinforces and increases the results from both strategies:

12. Why the ADP Digital Advertising Team?
Staff
– 20 full time search marketers / dedicated analysts
– Broad Experience – many verticals, consumer / b2b, sales / lead, international
– 2 to 10 years search experience
– Dedicated VMR’s work with dealership managers
Search Engine Optimization
– 2,000+ websites (BZ & Dynamic Websites, ADP ES Global)
– 25% to 35% of ADP Website leads generated from organic search
Paid Search and Display Advertising
– Manage ten million dollar ad spend
– Google certified Search Marketing Team
– Sophisticated campaign / bid management
– ADP is a Google Enterprise Partner
Measurement
– Omniture Analytics – on demand reporting
– Search Analysis – links, rankings, campaign suggestions, leads
– Competitor Analysis – we know the keywords that perform for your competition
– Conversion Analysis – we have ongoing optimization of your campaigns

13. • Search Marketing
– Impressions, Clicks, CTR
– Web and Phone Leads
– Compare Conversion Rates
– Revenue, ROAS
– Click Fraud Monitoring
• Visitor Reports
– Visits, Referring Domains
– Popular Pages, Pathing
– Visitor Profiles
Omniture Web Analytics

14. Search and Display Advertising

19. Display
Ads
Paid
Search
TV
Post Visit
Marketing
It’s cheaper to convert a
qualified prospect than to
create a new one
Driving
qualified
prospects to
your site is
expensive
Retargeting to Consumers Who Visited Your Site

20. Competitive Set
– Benchmark growth
– Visitor Length
– Demographics
– Competitor Keywords
– Advertising Opportunities
– Upstream traffic
– Downstream traffic
Competitive Analysis: Benchmarking

21. Competitor Traffic Analysis: Clickstream
UPSTREAM – Websites visited before arriving
at an Dealer COMPETITOR site
DOWNSTREAM– Websites visited after leaving
an Dealer COMPETITOR site

22. A well orchestrated and easy transition
• Dedicated team with experience
 Account Management
 Implementation Team
 Development Team
 Support Team
 Field Training Team
• Phased Approach

23. Dealer Cost Reductions – 1 Partner (ADP)
Optional items that Dealer is getting from third parties
today that we could assist with….
• Bundled solution offering deeper discounts
 Search Advertising and Display advertising
 Digital Marketing consulting
 Business Online - Finance On Line, Service Online, Buy Online
 eNewsletter
 Live Chat
 Vehicle videos
 Lead management
 Call tracking
 Google audio
All delivered from a company that is in it for the long haul

24. Optional Digital Marketing Solutions
• Search Engine and Website Display advertising
• Digital Marketing Consulting
• FinanceOnline
• Vehicle videos
• White-listed eNewsletter
• Live Chat
• Lead management
• Call tracking
• On-line Service Scheduling

25. Analytics
Omniture &
Competitive Intelligence
(ClickStream & HitWise)
Search Ads
4. Keyword Enriched
Sponsored Links & URL’s
5. Contextually Optimized
Deep Link Landing Pages
Organic Search
1. Content Optimization
2. UGC Link Popularity
3. Search Robots
Display Advertising
6. CTR Optimized Media
7. Targeting Networks
8. Key Site Placements
8 Points of Traffic
Growth Synergy
Integrated Traffic Maximization Strategy

26. Highly trained, experienced automotive retail professional “Top Guns” who
are proven experts on digital marketing, lead management and sales
process implementation.
Digital Solutions Performance Consulting Team
1. Unique Visitors:
Digital Marketing Efficiencies
2. Conversion Ratio:
Site Content & Maintenance
3. Appointment Ratio:
Lead Management Process
4. Show Ratio:
Confirmation Process
5. Showroom Close Ratio:
Preparation & Reception Process
Dealer
‘Vital Statistics’
Review

27. Finance on Line
Dealer-Controlled Pre-Approval Rules
• Uses Consumer Credit Report
• Real-time Data
Secure Environment
• Secure Transmission of Credit App
• No Email of Sensitive Customer Data
• Info Saved in Secure Account for
Consumer to View, Edit, or Withdraw
Integration Points
• Equifax, TranUnion, Experian
• w.e.b.Credit
• Buy Online
• Lead Management / CRM
ADP’s Finance Online is Specifically designed to:
• Target credit buyers
• Increase visit-to-lead conversion
• Capture more customer information
• Provide rules-based pre-approval
• Produce highly qualified organic leads

28. Where can Videos be Played?

29. eNewsletter
Performance Metric Our Average Industry*
• Delivery 99.8% 75.3%-84.9%
• Open 20.9% 10.9%-14.0%
• Click 20.0% 5.2%-13.3%
• Avg Dealer List 4,000
Monthly Influenced Revenue
(Average Dealer):
• Service Appointments 16+
• Vehicle Sales 4+
• Average Dealer Gross $9,456
• Repeat Customer Gross +$300
Annual Influenced ROI
• Average Dealer Gross $113,472
• Return 24 :1

30. Live Chat
• Engage more browsers- 90% of customers leave
your dealer site without leaving any information
• Serious Buyers- 88% of Live Chat users buy
within a month
• Live Chat increases site stickiness- 40% say they
would surf away from your site without Live
Chat
• Allows you to build trust and rapport prior to
visiting your store
• Live Chat leads close at a 1.6 times higher rate
on average than dealer website leads
• Second highest closing online lead source
behind Black Book Online
• Floor Traffic – 80% of Live Chat users physically
visit your dealership
The Average Dealer ROI For Live Chat
is 10:1 +
Monthly
Live
Chat
Leads
11
Close
Rate on
Live
Chat
Leads
28%
Average
Monthly
Units Sold
3 Units
Total
Monthly
Dealer
Gross
$4,467

31. SEO Development Enhancements
• Meta-tag Management – automation, defaults, protection
• Meta-tag Distribution – to many sites
• Domain level Meta-tag Management
• Multi-lingual Meta-tag Management
• URL Structure – Search optimization
• Inventory URLs – enable search engines to access inventory
• Site Map - optimization