Insights and Next Steps Funnel Strategy 90 Day Initial Results Insights and Next Steps

Clearwater Toyota Funnel Strategy Goals Build Upon Strong Web Traffic Utilize Funnel Strategy to Re-Engage Consumers Increase Conversions Tools given access to Connectivity by Sonic Corporate accomplish this: Pixel GTM Tag Google Analytics

Clearwater Toyota Funnel Strategy Phases Phase I - Complete Phase II – Current Phase III – Ongoing Pixel Placement and retargeting begins April 27 Funnel Strategy Activated Monitor campaign progress, Google Analytics and modify as needed. Google Analytics Access Request backend access to CWT site for attribution Review campaign performance with Clearwater Toyota. Cross reference leads to sales. GTM Code Implementation Funnel Strategy Approved by Clearwater Toyota

Clearwater Toyota Funnel Strategy Offer/model Oriented Creative - Upper Funnel Creative Type Specials (Monthly/Seasonal) Model Specific General Creative: Rav 4, Camry, & Corolla Creative Name Current Special Model specific, various colors Ad Destination URL URL = Specials URL = Model page Purpose Drive awareness and site visitors

Clearwater Toyota Funnel Strategy Rich Media Upper – Mid Funnel Creative Type Rich Media Creative Creative Name Multi Model exit (Rav 4, Corolla, Camry) Ad Destination URL URL = Model page of click point Purpose Drive awareness and site visitors. Bucket click by model

Clearwater Toyota Funnel Strategy Retargeting Mid – Lower Funnel Audience/Pool Retarget Pool 1 Retarget Pool 2 Retarget Pool 3 Prospect Action Bounced from CWT.com Interest in CWT Form fill not completed Actions on CWT.com Spent less than 60 seconds on site Spent over 60 sec on site. Did NOT click into form fill Clicked into the form fill. Did NOT Submit form Ad URL URL= Specials page URL = Specials page Creative Creative = sustaining creative (all models) Offer Creative (monthly special) Purpose Move to engagement of site Re-engage interest to get to form fill Re-engage interest to get form fill

90 Day Initial Results, Insights and Next Steps

90 Day Initial Results: Increase in returning visitor engagement vs. prior period

90 Day Initial Results: 41 Assisted Form Fill and Mobile Click to Call Conversions Since Implementation

90 Day Initial Results: 3,506 VLP Views

90 Day Initial Results: 614 VDP Views

Insights: Tested retargeting at $1,000 per month to determine initial results. Prospecting and retargeting campaigns have driven website traffic and interest in Clearwater Toyota. Retargeting has created increase in returning visitor traffic vs. the base period. Small retargeting pool and geo is driving high CPM’s for retargeting. There is room to increase the retargeting budget while potentially reducing retargeting CPM’s. Currently our funnels could spend up to $6,000 per month.

Next Steps: Increase retargeting budget to grow remarketing efforts and re-engagement with site content. Reviewing the use of Dynamic Inventory Remarketing ads through our ad server Mighty Hive or potential partners like Jivox, Spongecell or Dealer.com. This would dynamically insert inventory that the customer was previously viewing into the retargeting ad. Testing SITO Foot Traffic attribution campaign. Pro’s: Help facilitate messaging on a 1 to 1 basis. Help increase re-engagement metrics. Help stimulate higher conversion rates. Con’s: Monthly spend minimums and CPM add ons.