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  1. 1. Mercedes Benz <br />SEM<br />
  2. 2. The purpose of the following slides is to find the results of likely searches Mercedes Benz prospects might employ. <br />It is a simple exercise which allows us to see from the perspective of someone on the outside.<br />While there are many factors which will impact what a user will see when they search. On average you can get a good idea of your visibility<br />Above the fold is generally felt to increase click through by around 50% or higher.<br />
  3. 3. Above the fold<br />Above the fold<br />“Mercedes Benz dealers”<br />
  4. 4. Below the fold<br />Condor Automotive Group is Delaware Valleys premier Mercedes Benz retailer. We have two fine authorized dealerships located throughout…<br />
  5. 5. Above the fold<br />Above the fold<br />“Mercedes benz deals”<br />
  6. 6. Below the fold<br />“Serving West Chester, Pennsylvania is the best place to purchase your next Mercedes. See our many online deals and specials”<br />Given the number of non-dealer advertising I felt this did not notify the prospect that it is actually a Mercedes Benz dealership it could lose people specifically looking for a dealer.<br />
  7. 7. Above the fold<br />“Mercedes sales”<br />
  8. 8. Below the fold<br />
  9. 9. Above the fold<br />Above the fold<br />“Mercedes specials”<br />
  10. 10. Below the fold<br />
  11. 11. Above the fold<br />“Mercedes ambler”<br />
  12. 12. “Mercedes near Bala Cynwyd”<br />
  13. 13. “Mercedes near blue bell”<br />
  14. 14. “Mercedes benz bryn athyn”<br />
  15. 15. “Mercedes villanova” <br />
  16. 16. “Mercedes benz Glenside”<br />
  17. 17. “Mercedes Huntingdon Valley”<br />
  18. 18. “Mercedes near Narberth”<br />Link does not go to Website: See next Slide<br />
  19. 19.
  20. 20. “Link goes to …”<br />
  21. 21. “Mercedes benz Oreland”<br />
  22. 22. “Mercedes benz Penllyn”<br />
  23. 23. “Mercedes benz wyndmoor” <br />
  24. 24. “Mercedes Philadelphia”<br />
  25. 25. “Mercedes near Phoenixville”<br />
  26. 26. When entering the search term service, I got to: “Mercedes benz se” and the<br />following searches showed up. <br />Mercedes benz service a/b/c<br />The popularity of these search terms suggest an opportunity to tap in with video clips<br /> explaining each and highlighting your competitive advantage. Video is also great for SEO <br />
  27. 27. “Mercedes benz service a” <br />As you can see your competition is not here<br />
  28. 28. “Mercedes benz service b” <br />Further opportunity exists in discussion forums and blogging<br />
  29. 29. “Mercedes benz service c” <br />
  30. 30. “Mercedes benz service ” <br />
  31. 31. “Used Mercedes benz” <br />
  32. 32. The next set of slides are screen captures of the mystery shopping <br />which I started Tuesday evening and followed with a second set of requests as a different person Wednesday. <br />Not including the auto responder I have not heard back from FW in response to either inquiry.<br /> West Chester responded Wednesday, to Tuesdays request with a limited attempt at dialogue and has not yet responded to Wednesdays request.<br />In the first request I put in a comment to see if anyone addresses my concern. In this case the comment (exactly the same in each request) was.<br /> “comparing to 3 series”<br />
  33. 33. Price quote submission with text “comparing to 3 series”<br />First Response (auto)<br />
  34. 34. Price quote submission with text “comparing to 3 series”<br />First Response (auto)<br />
  35. 35. EuroMotorcars<br />Price quote submission with text “comparing to 3 series”<br />First Response<br />Hi Andrew,  Thank you for your request on the Mercedes C350.  I am hoping that we might be able to set up an appt to test drive the C350 and the C300 4Matic sedans.  Wonderful driving vehicle and a perfect opposition to the BMW 3 series.<br /> <br />As an AWD vehicle it is absolutely wonderful in inclimate weather and as a C350 it has superb handling characteristics.  I do have a leftover 2010 C350 here available if you might be interested in seeing and driving both cars.<br /> <br />Please advise me as to the best date to do so.<br /> <br />Robb Taglieri @ EuroMotorcars<br />
  36. 36. Price quote submission with text “comparing to 3 series”<br />First Response (auto)<br />
  37. 37. Mercedes-Benz of Wilmington<br />Price quote submission with text “comparing to 3 series”<br />First Response (auto)<br />Dear <br /> <br />Thank you for your inquiry and for considering Mercedes-Benz of Wilmington. This is an automated reply to let you know that your request has been successfully submitted.<br /> <br />A dedicated Internet Sales Representative will be contacting you via email and/or phone shortly to review your request with you. <br /> <br />At Mercedes-Benz of Wilmington, we are committed to your complete and total satisfaction from selection to price to service. We're very happy to have this opportunity to assist you. Click here to view our new models or Certified Pre-owned inventory. <br /> <br />FOR IMMEDIATE ASSISTANCE PLEASE CONTACT US DIRECTLY AT: 888-469-9276<br /> <br />Sincerely,<br /> <br />The Business Development Team<br />Mercedes-Benz of Wilmington<br />888-469-9276<br /><br />
  38. 38. Mercedes Benz of Cherry Hill <br />Price quote submission with text “comparing to 3 series”<br />First Response<br />Hi Travis-<br /> <br />Thank you for considering Mercedes Benz of Cherry Hill for your new Mercedes.  We are pleased to help you discover the engineering, craftsmanship, and legendary spirit of one of the world's most prestigious automakers.  In fact, over 70% of all Mercedes vehicles sold over the last 50 years are still on the road today!  What that means to you is peace of mind knowing you have chosen one of the world's best car companies.<br /> <br />Here at Mercedes Benz of Cherry Hill we know that purchasing a Mercedes is much more than simply buying a car.  It is a journey that begins with finding the right center to assist you in your purchase.  That is why we are committed to finding you the right vehicle at the absolute right price.<br /> <br />Right now we are compiling the information you requested and will be in touch with you very soon.  In the meantime, please feel free to call me directly at (856) 324-6003, explore our Web site at or come and visit us and get to know firsthand the thrill of being behind the wheel of your new Mercedes Benz!<br /> <br />Once again, thank you for your interest.  We look forward to making your Mercedes Benz dreams a reality.Courtney SantoreInternet Sales Consultant<br />Mercedes Benz of Cherry Hill2151 Route 70 WestCherry Hill, NJ<br />
  39. 39. EuroMotorCars<br />First Response <br />Hi Travis,<br /> <br />You were recently on the internet and expressed an interest in a new Mercedes-Benz.  I’ll be happy to provide you with all the needed information including pricing and payments of the Mercedes E Class; however, I do need a little bit more information in order to prepare your quote.  <br /> <br />If you are interested in LEASING or FINANCING I would need to know the following information in order to quote a payment: <br /> <br />·        In doing research, do you know the equipment level you’d like for your next car?<br /> <br />·        What Lease Term or Finance Term: 12 months / 24 months / 36 months / 48 months / 60 months or 72 months.<br /> <br />·        How much money down?<br /> <br />·        If leasing, miles per year that you drive: 10,000 miles / 12,000 miles / 15,000 miles / 18,000 miles.<br /> <br />·        So that I can have the proper State Sales Tax included in your payment, where the car will be registered-will it be in PA, NJ or DE?<br /> <br />Thank you for your inquiry, you can call me at 610-687-1500 or just respond to this email:  I look forward to working with you.  <br /> <br />Sincerely,<br /> <br />ROBB TAGLIERI<br />Internet Sales <br />EuroMotorcars Mercedes-Benz Devon<br />(610) 687-1500<br /> <br />Some of the things offered through EuroMotorcars are Complimentary Valet Pick Up and Delivery for you, Complimentary Loaner Car Program, Complimentary Car Wash for your new car - Roadside Assistance, Trip Interruption and we'll come to you to delivery you your new car.<br />
  40. 40. Mercedes Benz of Wilmington<br />Second Response<br />Dear Travis,<br /> <br />My name is EJ Willard, Internet Director with Mercedes-Benz of Wilmington. I have received your vehicle request and it's my goal to ensure you are completely satisfied by providing you with the very best automotive buying experience ever. <br /> <br />I am in the process of finding the vehicle you want. Some clarifying questions that will help me find what you are looking for:<br /> <br />1. Are there any colors that you would not consider?<br />2. Is a test drive important to you?<br />3. Are you a current Mercedes-Benz customer?<br /> <br />The transaction price could be lower if you are coming out of a lease vehicle, a member of USAA, or work for certain companies. I understand your time is valuable. If I don't hear from you shortly, that's okay. I may have to make a couple of assumptions about what you want, but I will still get you a quote with in our 4 business-hour commitment.     <br /> <br />Thanks for accepting my e-mail,<br /> <br />EJ Willard<br />Internet Director<br /><br /> <br />
  41. 41. Mercedes Benz of West Chester<br />Price quote submission with text “comparing to 3 series”<br />Second Response<br />…Screams Template<br />Hello Andrew Madison,<br /> <br />Regarding your recent internet inquiry on the Mercedes Benz C-350W. I wanted to follow up and see how I can be of assistance. Please call or email me any questions or let me know if you would like to set up an appointment.<br /> <br />Sincerely,<br /> <br />Roland Schwagerl<br /> <br />New & Pre-Owned Sales Consultant<br />Mercedes Benz of West Chester<br />484-313-1035<br /> <br /><br />
  42. 42. A few suggestions based on the SEO results would be as follows:<br />Service needs to be a business in its own right.<br />Optimized independently and in conjunction with Sales<br /> <br />Purchase url:<br />"Service a/b/c" Youtube videos<br />Each factory scheduled service has own optimized page with its own YouTube video<br />Each service page calls out rewards program<br />Each service page has live connect, e-mail, chat, video and phone scheduling options.<br />Each resource is monitored and measured<br />
  43. 43. Sales<br />The feeling you want visitors to come away with is:<br />#1 Inventory, Inventory,Inventory<br />#2 Deals,Deals,Deals<br /> <br />…. We have everything and everything we have is at a great price!<br />Youtube "website owners manual“ A quick tutorial on how to navigate the site (more for SEO than anything else).<br />The meta data showing on Google:<br />For Sales:<br /> Choose your Mercedes Dealer, Choose your Mercedes Vehicle, Choose your Mercedes lowest price.<br />For Service:<br /> Choose your Mercedes Dealer, Choose your Mercedes Vehicle, Choose your most convenient service.<br />