presentation

Google Product 101 for Dealers
Chrysler SWBC
January 2012
Peter Leto
Dealer Jumpstart Team
pleto@google.com
Google Product 101 for Dealers
1
Today’s Auto Shopper Online
2
4 Strategies for Success
3
Search on Desktop and Mobile
4
YouTube
2
Google Product 101 for Dealers
1
Today’s Auto Shopper Online
2
4 Strategies for Success
3
Search on Desktop and Mobile
4
YouTube
3
the web is going local
97%
1 in 5
1 in 3
online consumers use the web to
research local products.*
desktop searches are related
to location.**
mobile searches are related
to location.**
*Source: Yahoo! and com Score Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.
**Source: Google
today’s auto shopper path to purchase
“The path to purchase in auto is extensive- the vast
majority of shoppers take several months to go from
decision to action.”
74%
5-8 hours
of auto shoppers
are in-market for
0%
One day
Over 1 Month
2-3 days
4-6 days
A week
A month
4-6 months
7-12 months
More than
a year
7%
10% 17
%
2-3 months
23%
17%
3 weeks
4%
2 weeks
5%
6%
2%
3%
2%
“24% of shoppers switched manufacturers
based on their research.”
Source: Shopper Sciences/Google, Path to Purchase – Automotive Purchase Influence Study, July 2010
a few stats on today’s car buyer…
18.2
Media Sources on Average
71% 86%
Search Usage
Source: Shopper Sciences/Google, Path to Purchase – Automotive Purchase Influence Study, July 2011
Repeat Search Usage
why is my site important to customers?
56%
54%
say the internet led
them to the dealer
they purchased from
sought information
from a dealership
website
50%
48%
smartphone users
who looked up dealer
information on
mobile device
increase in # of
customers visiting
dealer site 6 months
prior to purchase
(2009 to 2011)
“shoppers are using the internet to support their
experience in the dealership through call to action
behaviors and finding out information about the
dealership.”
Source: “Dealers botch many Web leads” by Mark Rechtin, AutoNews.com- March 2011
Source: “Few dealerships master the art of handling online leads” by Donna Harris- April 2011
what are dealers doing online today?
32%
average percent of
dealer advertising
budget invested
online in 2010
15-20%
percent of new-vehicle sales
generated by internet leads
40%
80%
average percent of
dealer online budget
invested in Paid
Search in 2010
rank internet as #1 in ROI
and Business Generation
70%
growth of # of leads
from dealer sites
converting to Sales
(2007 to 2010)
"The most successful dealers have discovered the
Internet is no longer incremental business – it is the
business.”
-Fran O'Hagan, CEO of Pied Piper
Source: “Web Sales: Make sure you’re minding the store” by Donna Harris, AutoNews- January 26, 2011
Source: “Dealers botch many Web leads” by Mark Rechtin, AutoNews.com- March 2011
Source: “Few dealerships master the art of handling online leads” by Donna Harris- April 2011
Google Product 101 for Dealers
1
Today’s Auto Shopper Online
2
4 Strategies for Success
3
Search on Desktop and Mobile
4
YouTube
9
4 principles of online success
Be Found
Be Relevant
Be Engaging
Be Accountable
10
achieve “The 4 B’s” with Google
Tools &
Reporting
11
Google Product 101 for Dealers
1
Today’s Auto Shopper Online
2
4 Strategies for Success
3
Search on Desktop and Mobile
4
YouTube
12
DESKTOP SEARCH
dealership sites reached through search
search refers more than half of shoppers to dealer sites
Dealership Site Search Referred Visitation by Purchase Year
(Clickstream Data; Share of Purchasers Anytime During the 6-Months Prior to Purchase)
60%
55%
50%
42%
40%
36%
33%
55%
30%
20%
10%
0%
2007 Purchasers
source: Clickstream data, January 2007-December 2010
2008 Purchasers
2009 Purchasers
2010 Purchasers
paid search with Google AdWords
top sponsored ads: up to 3 listings
sponsored “paid” ads:
advertisers can bid on these positions
side sponsored ads:
up to 8 listings
GOOGLE PLACES
google places overview
97% of consumers search for local businesses online.
be there when they're looking for you with google places.
own your place:
• control: “owner verified” pages
assure your information is up to
date
• customize: upload photos &
videos of your dealership
• promote: re-engage with
customers by responding to
reviews
Source: Google Places
how to claim your google places page
1- Find your business’s Places Page by searching for your business in Google Maps.
• Click the “Business Owner?” link on the top right.
2- Click “Edit my business information.”
• You will then be directed to create a Google Places Account.
3- Verify your business listing using 1 of 3 methods to get your pin (phone, SMS, postcard).
• Enter the pin # into your account to activate your Places page in search results.
1
3
2
why is Google Places important?
Google Places Drives Website & Dealership Visits
Google.com/placesforbusiness
SUCCEEDING ON DESKTOP- AD
EXTENSIONS
ad extensions overview
October 2010
Ad Sitelinks, mobile
Q4 2011
Bid by
Distance (beta)
November 2009 – Ad Sitelinks, two line
July 2010 – Store Locator
November 2009
Product Listing Ads
(beta)
June 2009- Video
Extensions (beta)
November 2009
Product Extensions
July 2009
Location
Extensions
October 2009
Comparison Ads
for Mortgages
June 2010
Seller Rating
Extensions
June 2010
Ad Sitelinks,
one line
January 2010
Click to Call
Phone Extensions
10% of ads use at least 1
ad format
For more information visit: http://adwords.google.com/support/aw/bin/topic.py?hl=en&topic=20968
Source: Search Engine Roundtable: “SMX Live: Best Practices With Google's New Ad Features” Mar 2011
21
location extensions
“With Location Extensions we
feed our Google Places address
into our ad, and help users get
directions as soon as possible in
the ad itself”
ad sitelinks
“Sitelinks help us engage
users faster with more
options, and reduce wasted
clicks”
call metrics
what is call metrics?
A unique toll-free google
forwarding numbers are
generated and inserted into
your ad when shown on
google.com. calls are forwarded
to your business phone number.
what reporting can I see
with call metrics?
Adwords reports show
number of missed and
received phone calls,
call duration, and zip
code of origin
MOBILE SEARCH
search engines are #1 mobile research tool
Online Tools Used When Conducting Mobile Research
(New Purchasers That Selected Mobile or Tablet in RT1, n=98)
51%
search engines
Search engines
51%
Car/truck manuf acturer websites
50%
Third party automotive websites
34%
Prof essional automotive review websites
33%
Dealership websites
28%
Newspaper/Magazine websites
27%
Video sharing websites
23%
Social networking websites
22%
Consumer generated online reviews
14%
0%
10%
20%
30%
40%
50%
60%
M1 - Earlier you mentioned that you used online sources to research or shop for cars/trucks. Which of the following online sources did you access on your
mobile device? Please select all that apply.
Base: new purchasers only (n=98)
26
source: 2011 Automotive Shopper Study (Google, Compete & Polk)
today’s auto shopper is searching more than ever
Indexed Vehicle Shopping Queries, 2008- 2011 YTD
+154% YOY
27
Source: Google Query Analysis, Jan 2008- Nov 2011; Based on basket of top 100 volume vehicle
getting started- mobile checklist
mobile musts
do you have a mobile site?
mobile
optimized
site
mobile-only
campaigns
ads above
the fold
does your mobile site load quickly?
have you created new, mobile specific
actions for your site?
have you separated desktop and
mobile campaigns?
have you created mobile-specific
keyword lists and ads?
are you consistently reaching position 1 and 2
in your mobile campaigns?
what’s your
status
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SUCCEEDING ON MOBILEAD EXTENSIONS
make it easier for customers to find you
click-to-call
sitelinks
hyperlocal location
extensions
For more information visit: http://adwords.google.com/support/aw/bin/topic.py?hl=en&topic=20968
WHAT’S NEXT IN MOBILE
mobile offers ads
BETA
target nearby customersmobile bid by distance
BETA
Google Product 101 for Dealers
1
Today’s Auto Shopper Online
2
4 Strategies for Success
3
Search on Desktop and Mobile
4
YouTube
34
YOUTUBE
today’s auto shopper watches online videos
52%
52%
watched a video
on a dealer site
Results of Viewing Online
Automotive Videos
(Compete/Google Automotive Video survey data;
share of purchasers (n = 141))
Visited a dealership 61%
Visited an OEM site 55%
watched a video
on YouTube
Searched dealer inventory 55%
3 hrs
avg. time new
car buyers spend
on YouTube
Visited dealer website 52%
Build & price online 52%
Visited 3rd party research site 50%
QV12: As a result of viewing vehicle related online videos, which of the following actions did you take? Select all that apply.
Base: Asked of purchasers (w/in 6 months) who watched automotive online videos during the 6 months prior to responding to the survey
Base (54%): Percent of buyers from the Polk/Compete matched dataset that watched automotive videos at least once during the 6 months prior to their purchase
36
YouTube overview
Reach everyone with the #1 video site and the #2 search engine
Custom Brand channels build engagement
and community around your store
37
Source: ComScore qSearch April 2010; ComScore videometrix June 2011
THANK YOU!