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Driving To The Dealership With Google

Deepak Anand [ Google Canada ] | June 2012

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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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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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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

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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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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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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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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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Skip Clicks And Speed Up The Experience

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Connect With Leads While On The Go

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Claim Google Places Listing

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Measure, Iterate, Measure, Iterate

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Thank You