1. May Market Recap and Look Ahead

2. Clearwater Toyota June Market Recap
Year over year, advertising spending in the Tampa Bay DMA grew by 81% from $15.993M to $ M
Automotive was again the top spending category and grew by 88% YOY: June ’16=$5.921M vs June ’17=$9.280M
Out of the top 10 advertisers in the market #5, #6, #7, #8, #9 & #10 were local auto dealers (These included Toyota (#5), Ford (#6), Nissan (#7), Kia (#8), Fuccillo Dealerships (#9) & VW (#10)
CWT advertising spend managed by Connectivity
June ’16=$69,069 vs June ’17=$56,875
CWT June ’17 sales results
NEW budget 217 actual 198
Used 144 budget actual 121

3. Clearwater Toyota June Market Recap – Digital
June Overall Highlights:
We are retargeting people based on engagement with the site to move them down to conversion.  See the Clearwater Toyota Funnel Strategy at the end of the presentation.
June Highlights By Channel:
Rich Media:
Continues to deliver good engagement:  1.78% interaction rate (clicked the ad, watched the video).
Spotify:
Spend decreased due to lack of inventory.  However, performance is great for audio at .13%.
Display:
Overall CTR continues to perform well at .12%.
Geo fence CTR and Super Vendor ads groups (ie: best performing pubs) have very strong CTR’s, both at .21%
Retargeting is delivering .41% CTR.
Video:
Video continues to perform well also at .41% CTR.
Data is the top performing CTR at .46%.
GTM Tag Updates:
Set triggers live and collected data starting June 13th
Averaging 800 hits per day on the upper funnel strategy of over 60 seconds on site.
 Looking Ahead:
Retargeting consumers based on model viewed.
Continued curation of sites and data.

4. Clearwater Toyota June Google Analytics Snapshot
Traffic KPI’s and pageviews down while other engagement metrics are up vs. prior month. Returning visitors continue to grow since retargeting and funnel strategy was put in place.
Looking Ahead:
Retargeting consumers based on model viewed.

5. Clearwater Toyota June Google Analytics Snapshot
Display and video are supporting consideration and website traffic while assisting lower funnel conversions (22 assisted conversions for form fills and mobile click to call – up from 9 previous month)

6. Funnel Strategy

7. 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

8. 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

9. 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

10. 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