G. Search Engine Marketing (Paid Search): Dealers must establish geo-targeted Search Engine Marketing (SEM) accounts to ensure paid search results appear only to IPS addresses whose zip code aligns with their AOI. (A step-by-step guide including examples to set up a compliant geo-targeted SEM account is available under the “Tier 3 Bonus Program” tab on www.mercedesmarketing.com entitled “Using Google Zip Code Targeting” along with a “Dealer Checklist for SEM.”) Tier 1/Corporate Paid Search: MBUSA will handle the national buy of all keyword terms relating to Mercedes-Benz trade/product/class names. Dealers are not to purchase such keywords on a national basis. A dealer may, however, purchase these terms via their geo-targeted SEM account assuring that search results appear only to IPS addresses of the zip codes which define their AOI, i.e., MBUSA purchases Mercedes-Benz E-Class on a national level; dealer may purchase Mercedes-Benz E-Class via their geo-targeted SEM account defined by zip codes within their AOI. MBUSA will handle the purchase of geo-modified keywords which reference a state name, i.e. Mercedes-Benz Ohio. Dealers are not to purchase keywords inclusive of the state in which they are located. The only exception to this is if a dealer is the only authorized Mercedes-Benz dealer within the state. Tier 2/LCP Paid Search: MBUSA manages Brand+Geo keyword buys at a DMA level which drives the consumer to a dealer locator landing page for the respective LCP group. Tier 3/Individual Dealer Paid Search: The following guidelines govern Tier 3 SEM buys: ƒ SEM accounts must always be set-up with geo-targeted parameters reflective of a dealers AOI geographical boundaries. This assures search results appear only to IPS addresses whose zip codes align with the AOI. Search Engine Marketing with sites other than Google: If zip code targeting is not available on search engine marketing sites (i.e. Yahoo/Bing, etc.) then dealer must set‑up their accounts to follow the minimum radius ofÏcially offered by that specific search engine. ƒ Trade name, product, and class terms may be purchased via a geo-targeted SEM account. ƒ Keywords inclusive of city names and geo-references must be reflective of locations within their AOI. ƒ Dealers within a DMA whose DBA is not “Mercedes-Benz of Anytown” are to set up their dealer name as an exact match negative term within their search accounts. ƒ Dealers are not to purchase keywords inclusive of the state in which they are located. The only exception to this is if a dealer is the only authorized Mercedes-Benz dealer within the state. ƒ Dealers are not to purchase keywords inclusive of the name of other authorized Mercedes-Benz dealers. ƒ Prospects in the process of relocating to an area are to be reached via organic search (SEO). Published August 2015, Rev. 10 Mercedes-Benz Brand Communication Standards l Page 15