IS20G 7 New York Day 3 May 18-20

5. Your time is limited, so
don't waste it living
someone else's life…and
most important, have
the courage to follow
your heart and intuition.

6. In ninth grade, I came
up with a new form of
rebellion. I hadn't
been getting good
grades, but I decided
to get all A's without
taking a book home. I
didn't go to math
class, because I knew
enough and had read
ahead.

7. Obviously everyone wants to
be successful, but I want to
be looked back on as being
very innovative, very trusted
and ethical and ultimately
making a big difference in
the world.

8. Source: forbes.com

13. Entrepreneurial Spirit

21. Does your Facility and Team
Represent your Vision?

22. And is it inline with…
Your Customer Needs?

23. Transparency
Value
Authenticity
Great Experience
Because Your Customer Is Looking For:

29. Your Customer Visits Your Website For
One Primary Reason

30. To Look At Cars

32. It’s All About…
SRP’s and VDP’s

34. Don’t Forget
Your Specials

35. Your Home Page And Specials Get Traffic
So Keep Them Up To Date!

39. A Few Website Takeaways…
It’s all about SRP’s & VDP’s
So Make Sure Your Cars Look Great
Custom Photos New & Used
Speed To Site
Call To Action / Conversion
Specials…Specials…Specials

42. Some Google Stats
68% Search Engine Market Share
87% Mobile Search Engine Market Share
1.17 Billion Monthly Unique Visitors
1 Billion Monthly Unique Visitors - YouTube

43. Google Must
My Business Listing
Organic Optimization
AdWords
YouTube Pre-Roll
Remarketing / Retargeting
Analytics

44. Google Business Listing

45. Google Organic Optimization
Rules Are Constantly
Changing but…
Good Title Descriptions
Relevant Meta Keywords
Good Meta Descriptions
Properly Tagged Images
Quality Backlinks
Social Connectivity
No Keyword Stuffing

46. Google Search Engine Marketing
Step On the Gas
Fastest and Most
Efficient Infusion of
Traffic to Your Website
Spend The Money!

47. Google SEM KPI’s
Properly Segment Your Campaigns
Pay Special Attention To You GEO
Min 2% or Higher CTR
CPC - $2.50 - $3.50 is a Solid Average but…
Top 3 Average Position
Watch Your Bounce & Conversion Rates

48. Google Youtube Pre-Roll
$5,000 Budget
722,369 Impressions
37,580 Views
17% Viewed 100%
6,388 100% Views
78 Cents Per 100% View

49. Google Remarketing Retargeting

50. Google Analytics

51. Google Analytics
Month Over Month Comparison
Sessions & Users - Up/Dn?
Bounce Rate - Up/Dn?
Top Traffic Sources - Up/Dn?
Top Geographic Regions - Up/Dn?
YTD User Trend

52. Google Must
My Business Listing
Organic Optimization
AdWords
YouTube Pre-Roll
Remarketing / Retargeting
Analytics

55. AutoTrader - $63,850,000
TrueCar - $62,970,000
3rd Party Ad Spend Through July 2014

56. Autotrader - 15,500,000 est. Monthly Unique Visitors
KBB - 15,000,000 est. Monthly Unique Visitors
Cars - 14,500,000 est. Monthly Unique Visitors
Edmunds - 14,000,000 est. Monthly Unique Visitors
TrueCar - 12,000,000 est. Monthly Unique Visitors
(*Autoblog)
3rd Party Monthly Unique Visitors
Source: www.ebizmba.com

57. Recommendations
AutoTrader
Cars
TrueCar
LotLinx
KBB
Edmunds

62. Reputation Management
Starts at Your Store
Change The Way You Incentivize Your Staff
Ask The Customer If They Would Write A Review
Using Their Mobile Device
Constantly Monitor - Google, DealerRater & Yelp
Respond Immediately and Publicly to All Bad
Reviews

63. Social Media Stats
890 Million Daily Active Users on Facebook
745 Million Daily Active Mobile Users on Facebook
1.39 Billion Monthly Active Users on Facebook
1.12 Billion Monthly Active Mobile Users on Facebook
200 Billion Tweets Per Year
300 Million Monthly Active Users on Instagram

64. Social Media What Should I Do
Facebook - Paid Campaigns
Facebook - Maintain a consistent content posting schedule
Facebook - Repost Positive Reviews
Twitter - Tweets of Service Specials and Special Events with
#Hashtags
YouTube - All Dealership Commercials and Videos but Primary
Focus Should be Pre-Roll

68. Database Marketing
Customer Retention Management
Email Marketing
Facebook
Direct Mail

76. Any Questions?

77. Thank You!