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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 90 Day Initial Results, Insights and Next Steps

8. 90 Day Initial Results:
Increase in returning visitor engagement vs. prior period

9. 90 Day Initial Results:
41 Assisted Form Fill and Mobile Click to Call Conversions Since Implementation

10. 90 Day Initial Results:
3,506 VLP Views

11. 90 Day Initial Results:
614 VDP Views

12. 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.

13. 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.