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1 Google confidential
Driving To The Dealership With Google
Deepak Anand [ Google Canada ] | June 2012
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2 Google confidential 2 Google confidential
Three Burning Questions
1 Do car buyers research on the Internet?
2 What are car buyers doing on Google?
3 What do I do now?
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3 Google confidential
limited window to influence shopper
DAYS 2011
20
10
30 33 36
90% Brand Consideration
A B C
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internet leading source of information among new shoppers
NEWSPAPER
RADIO
DEALER
INTERNET
71%
61% 16%
5%
52% turn to the Internet first when gathering info
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significant shifts in online sources used by shoppers
5% MANUFACTURER
9% REVIEW
10% CLASSIFIED
$$
Search 4%
57%
45%
18%
40%
70%
11%
16%
51%
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search effectiveness measured by actions taken
Visited a dealer
52%
Read a review
REVIEW
49%
Visited a manufacturer
website
30%
Took a test drive
25%
Called a dealer
53%
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mobile activities prompt dealer actions
33% Called a dealer
32% Visited a dealer
One third of shoppers used their
mobile phone throughout the research
process
27% Looked for
dealer
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similar to desktop, users rely on search to find answers
search
Manufacturer website
Auto related website
Dealership website
40%
37%
26%
25%
OEM
AUTO
DEALER
search
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9 Google confidential 9 Google confidential
Three Burning Questions
1 Do car buyers research on the Internet?
2 What are car buyers doing on Google?
3 What do I do now?
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Google Is THE Canadian Destination Online
3.3 B searches in April 2012
by 26M Searchers (87% of population)
Searchers visit Google.ca daily and search over 125 times a month
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Anatomy Of A Search Results Page Top sponsored ads: Up to 3 listings
Side sponsored ads: Up to 8 listings
Sponsored Links “Paid” Advertising
Organic Search Results “Natural” Listings
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Anatomy Of A Search Results Page Sponsored Links “Paid” Advertising
Organic Search Results “Natural” Listings
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On The Shopping List With Toyota
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Buyers Rely On Search To Locate A Dealer
14
Source: Google Internal Data, Sept 2009
Dealer searches experience seasonal spikes as a result of
offline activities
Dealer searches continue to grow,
+55% last year and +20% this year
Launches
Clearance
Launches
Clearance
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15 Google confidential 15 Google confidential Source: Google internal data
Dealers Stand To Gain Most From Mobile
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Search Share Of The Digital Dealer Space
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Top Dealer Terms In Canada In 2012
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Showroom Digital Showroom
35% of automotive searches on Google occur when dealerships are closed (7 pm – 7 am) and Sundays!
Consumer Interest Never “Closes”
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1 OEM Brand and Dealers – pricing, closest dealership
2 OEM Sales Events – pricing, closest dealership
3 Local Dealers – convert to OEM brand, pricing, closest dealer
4 Competitive Dealers – convert to brand, pricing, closest dealer
Toyota car dealership
toronto car dealer
red tag days
used hondas in Toronto
Target Key Audiences With Right Messaging
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20 Google confidential 20 Google confidential
Three Burning Questions
1 Do car buyers research on the Internet?
2 What are car buyers doing on Google?
3 What do I do now?
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21 Google confidential 21 Google confidential
http://adwords.google.com/express
Get Google Advertising Working For You
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Step 1: Enter Dealer Information
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Step 2: Create Ad And Set Budget
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Step 3: Set Up Billing
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Give Them What They Want Faster
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26 Google confidential 26 Google confidential
Skip Clicks And Speed Up The Experience
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Connect With Leads While On The Go
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28 Google confidential 28 Google confidential
Claim Google Places Listing
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Measure, Iterate, Measure, Iterate
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Thank You