67
____________________________________________ Expert from Google Discusses Google’s Automotive Retail Dealer Playbook! ____________________________________________
____________________________________________
Expert from Google Discusses Google’s Automotive Retail
Dealer Playbook!____________________________________________
About DealerOn
Digital Dealer Website Excellence Award Overall Winner An Unprecedented 6 Years In A Row!
DrivingSales Top Rated Website Provider 2011 thru 2016
Three time AWA award winner
Google AdWords Certified Partner
More Dataium Monthly ASI Winners than all others combined
DealerOn’s website customers have an average documented lead increase of 200%
Upcoming Speaking Engagements
Greg GiffordDirector of Search & Social
[email protected]@GregGifford
Shaun RainesVP of Business Development
[email protected]@shaunraines
Oct. 23 - 25
Bellagio, Las Vegas
@DealerOn@ElianaRaggio@KellyMcN
Say Hello To…
Kelly McNearneySenior Automotive Retail Strategist
Google@KellyMcN
Women in Automotive Conference
Palm Springs, CADec. 10 - 11, 2017
WomenInAutomotive.com
If you have questions during the presentation, please submit them using the “Questions” feature
Questions will be answered at the end of the webinar
A link to the recorded webinar will be emailed to you within 24 hours and will also be posted on DealerOn.com/webinar as an On-Demand Webinar
After the presentation, be the first to answer the giveaway question correctly to win this awesome prize!
After the webinar, please fill out our short survey and let us know what YOU thought of today’s presentation!
@DealerOn@ElianaRaggio@KellyMcN
Tweet Much?
@Dealeron
@ElianaRaggio
#dealeronwebby
@KellyMcN
____________________________________________
Expert from Google Discusses Google’s Automotive Retail
Dealer Playbook!____________________________________________
@DealerOn@ElianaRaggio@KellyMcN
OBJECTIVES
* Understand Google’s official POV on dealer advertising
* Identify your playbook status – which pillar are you?
* Set up monthly check-ins with your agency on your Playbook status and adopt these best practices.
* Giveaway
* Question & Answer Session
13
Why Do We Need It?
“Just tell me exactly what I
should be doing with Google...”
Brian Benstock
Paragon Honda
15
What Is
The Dealer Playbook?
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
Basic but often
overlooked... powerful
tactics worth prioritizing
before the rest.
If you’re not knocking
these out of the park,
you’re not using Google
the right way.
Tested & true growth
strategies... some dealers
are all-in, while others
have yet to see the light.
Where the savviest
dealers are already
testing, where Google &
our most sophisticated
marketing partners are
placing bets.
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS
AUDIENCE TARGETING
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS
SITE EXPERIENCE
Would you wait for anything
for 10 seconds?
Google Proprietary + ConfidentialProprietary + Confidential
testmysite.thinkwithgoogle.com
Google Proprietary + ConfidentialProprietary + Confidential
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS
MEASUREMENT
Drive Growth Through Measurement
Google Analytics knows what happens after a user clicked on your ad
AdWords Cost
Performance Data
Goals / eCommerce
Remarketing Lists
Engagement Metrics
Phone Calls
Email Forms
Chat/Text
VDP Views
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS AUDIENCE TARGETING
PAID SEARCH BASICS
Your OEM creates brand interest...
...that is reflected by intent on search
Searches
Kia Niro Monthly Search Trend
1500% surge in
interest
Is it being captured by your dealership?
KIA Niro
KIA Niro super bowl ad
KIA Niro review
KIA Niro build and price
KIA Niro 2017 price
KIA Niro mpg
KIA Niro lease
KIA Niro offers
KIA Niro dealership
KIA Niro dealers near me
Google searches are highly correlated with auto sales (.82R)
Source: Auto News Data Center, 2016; Google Internal Data, 2016; SAAR : Seasonally Adjusted Annual Rate
Proprietary + Confidential
How Are Auto Shoppers Searching? 5 Micro Moments
Am-I-Getting-A-
Deal
Moments
Is-It-Right-For-
Me
Moments
Which-Car-Is-
Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-
Buy
Moments
Proprietary + Confidential
Which Micro Moments Matter For Dealers?
Am-I-Getting-A-
Deal
Moments
Is-It-Right-For-
Me
Moments
Which-Car-Is-
Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-
Buy
Moments
Dealer Terms
Dealer Actions
Geo-Modified
Deals
Incentives
Price
Financing Keyword Types:
Proprietary + Confidential
Which Micro Moments Matter For Dealers?
Am-I-Getting-A-
Deal
Moments
Is-It-Right-For-
Me
Moments
Which-Car-Is-
Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-
Buy
Moments
Dealer Terms
Dealer Actions
Geo-Modified
- Hyundai Elantra dealer
- Ford Fusion inventory
- Grand Cherokee test
drive
- Sentra Los Angeles
Deals
Incentives
- GMC Sierra deals
- Chevy Malibu offers
- Ford Explorer sale
- Kia Optima specials
Price
Financing
- Nissan Altima price
- Honda Accord msrp
- Toyota Rav4 lease
- Audi Q5 quote
Keyword
Examples:
Observation
Dealers have opportunity to increase the
amount of times their ads show to consumers
who are looking for products/services they sell.
20% 90%Dealers who increase the amount of times
their ads show to consumers are more likely
to capture customers and control the
conversation within their virtual showroom
(website)
Ad Excellence: The Details That Drive Success
Click to call
(New) Click to
message
extensions
Location extensions
(New) Pricing
Extensions
www.example.com/shoes/fall
Fast free shipping & returns 365 days a year! Styles
for fall available now.
Example Shoe Boutique - Example.com
www.example.com/shoes/fall
Huge Selection and Amazing Prices. Free 2-Day
Shipping. Easy Returns.
Women’s Shoes for Fall - Example.com
www.example.com/fall/sale
Up to 60% off all fall styles - all sizes and colors!
Visit us today.
Fall Sale Get Up to 60% Off - Find a
Store Near You
3+ distinct ad creatives
per ad groupExpanded Text Ads
34
© 2017 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other
company and product names may be trademarks of the respective companies with which they are associated.
Next Up: Branded Parts & Service Keywords
$340Bspent by consumers
annually on vehicle repair
ONLY 29%of the fixed ops market is
captured by dealerships
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS
PAID SEARCH
EXCELLENCEAUDIENCE TARGETING
Begin with Account Structure for Success
Make / Make
Segment
General Model
Which car is best?
Is it right for me?
Am I getting a deal?
Specs
Reviews /
Accolades
Deals
Price
Incentives
FinancingCan I afford it?
Where to Buy? Dealer Name Dealer Geo
Make
Make +2017
Make + SUV
Make/Model Review
Make/Model Ratings
Model
Model +2017
Model +specs
Model +features
Make/Model + Price
Make/Model + MSRP
Make/Model + Lease
Make/Model + APR
Make/Model + Deal
Make/Model + Offer
Make/Model + Incentive
Make/Model + Rebate
Dealer Name Make/Model + City/Zip
Make/Model + Dealer
Dealer Actions
Make/Model + test drive
Make/Model + inventory
Micro Moment Prioritization Works
Micro Moment% of
Impressions
% of
Investment
% of
Conversions
Conversion
Rate
Which Car Is Best? 30% 20% 4% 2%
Is It Right For Me? 50% 50% 14% 6%
Can I Afford It? 5% 5% 8% 13%
Am I Getting A Deal? 5% 5% 6% 10%
Where to Buy? 10% 20% 66% 40%
Dealer Case Study
Our Wins
+32% CTR on top volume keywords
+8% Quality
Scoreon top volume keywords
+28-45% CTRover previously top
performing ad text
-9% Bounce Rateacross restructured campaigns
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS
AUDIENCE
TARGETINGAUDIENCE TARGETING
All the power
of Google
Search
INTENT
+
CONTEXT
DeviceMobile
Desktop
Tablet
Location / TimeUser Location
Time of Day
Day of Week
Dealer Site DataRemarketing Lists for
Search Ads (RLSA)
Google DataSimilar Audiences
AUDIENCE
+
Dealer CRM DataCustomer Match
Audience Excellence
Build your audience strategy using your own data
RE-ENGAGE
EXPAND
IDENTIFY Customer MatchRemarketing Lists for
Search Ads (RLSA)
Similar Audiences
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS
VIDEO &
DISPLAY
BASICS
AUDIENCE TARGETING
#1ad format to
discover new
vehicles
#2to format learn more
about vehicles in the
consideration set (after search ads)
Online Video is…
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Your In-Market Shoppers Are on YouTube
4 Million+ daily views on
in-market auto content
Destinations new purchasers watch auto videos
Source: Millward Brown/Google Path To Purchase 2015
TrueView Discovery
TrueView: In-Stream
+5,000 Monthly intent signals per in-market shopper
Advertise on YouTube (min. $15K over 3 mos.)*
*Incremental spend only per CID and with current AdWords provider, terms and conditions apply
$15K does not include management fees
Google will support with cost of
o Production of creative
o Account setup and optimization
o Contact your AdWords Partner or email
Promotion available only with:
AdPearance
CDK Global
Dealer E Process
Dealer Inspire (Launch Digital)
Force Marketing
L2T Media
Naked Lime (Reynolds & Reynolds)
C-4 Analytics
DealerOn
Dealer.com
DealerSocket
Dygen
Showroom Logic
Team Velocity/ Tier10
PureCars
DealerSpike
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS AUDIENCE TARGETING
PAID SEARCH
EXPANSION
Am-I-Getting-A-
Deal
Moments
Is-It-Right-For-
Me
Moments
Which-Car-Is-
Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-
Buy
Moments
Dealer Terms
Dealer Actions
Geo-Modified
Deals
Incentives Price
Financing
START HERE
Am-I-Getting-A-
Deal
Moments
Is-It-Right-For-
Me
Moments
Which-Car-Is-
Best
Moments
Can-I-Afford-It
Moments
Where-Should-I-
Buy
Moments
Dealer Terms
Dealer Actions
Geo-Modified
Deals
Incentives Price
Financing
Specific Models
Specific Specs
Make
Branded
Segments
Branded reviewsEXPAND TO HERE START HERE
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
PAID SEARCH
EXPANSION
VIDEO & DISPLAY
BASICS
VIDEO & DISPLAY FOR
GROWTHMAXIMIZE
MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
MEASUREMENT
PAID SEARCH BASICS AUDIENCE TARGETING
MAXIMIZE
MEASUREMENT
As user behavior
evolves, dealerships
must adapt their
approach to
measuring and
analyzing it
In-Market Shopper Behavior Prior to Visiting a Dealership
74%did not complete a
lead form
56%preferred not to be
contacted
67%don’t chat
45%Don’t call
Last
Click
Time
DecayLinear
Position-
Based
Data-
Driven
First
Click
Attribution models allow you to account for touchpoints
Our recommendation
google property and confidential
Google Dealer Playbook
FOUNDATIONAL
FUNDAMENTALS
BRILLIANT
BASICS
TODAY’S
DIFFERENTIATORS
FUTURE
GROWTH LEVERS
Structure for Intent
Improve business decision
making & QS by tightening Ad
Group & Campaign strategies
Maximize Ready to Buy
Optimize impression share
for moments most likely to
convert for dealers
Audience Excellence
- RLSA
- Similar Audience
- Customer Match
SITE EXPERIENCE PAID SEARCH
EXCELLENCE
Ad Excellence
3+ Ads per ad group, with
3+ ad extensions
set to Optimized Rotation
Keyword Coverage
90% Coverage on Branded
Ready-to-Buy keywords
Target Branded fixed-ops
terms for top profit drivers
PAID SEARCH EXPANSION
VIDEO & DISPLAY BASICS
New Car Expansion
Test impact of coverage on:
- Branded Upper Funnel
- Strategic Conquest &
Segment
Used Car Coverage
Coverage on relevant
branded used inventory
TrueView & Google Display
- Remarketing
- Similar Audience
- In-Market Shoppers
VIDEO & DISPLAY for
GrowthCreative Testing
Experiment with mobile-
preferred 6-second ads
Targeting Expansion
Mirror TV buys & reach
relevant affinity audiences &
demos
Speed & Excellence
Track at minimum
calls, form submissions
& VDP pages with AWCT
or linked GA goals MAXIMIZE MEASUREMENT
PUT GOOGLE’S MACHINE
LEARNING TO WORK
Beyond Last Click
Compare attribution models to
find what works for you
Connect Online to Store
Connect CRM and sales data
to online events and media
Leverage Conversion Import
or Store Sales Direct to match
Offline actions into AdWords
Smart Bidding
Let Google’s advanced
exploration & optimization
tools find your next customer
MEASUREMENT
PAID SEARCH BASICS
Dealer Playbook Takeaways
● Print the checklist and confirm your status
● Hold your Digital ad dollars accountable; and at minimum
know what you are currently tracking
● Maximize Ready to Buy branded coverage first
● Continue to expand and optimize your strategy
@DealerOn@ElianaRaggio@KellyMcN
SUGGESTED RESOURCES
* https://www.dealeron.com/blog/thoughts-new-google-playbook
* testmysite.thinkwithgoogle.com
* thinkwithgoogle.com
@DealerOn@ElianaRaggio@KellyMcN
ACTION ITEMS
* Download and print the Dealer Playbook checklist
* Set up monthly meetings with your agency to review your progress on the pillars
@DealerOn@ElianaRaggio@KellyMcN
@DealerOn@ElianaRaggio@KellyMcN
Be the first to answer the giveaway question correctly to win this awesome prize!
@DealerOn@ElianaRaggio@KellyMcN
Today’s Expert
Kelly McNearneySenior Automotive Retail Strategist
Google@KellyMcN
After the webinar, please fill out our short survey and let us know what YOU thought of today’s presentation!
Women in Automotive Conference
Palm Springs, CADec. 10 - 11, 2017
WomenInAutomotive.com
Upcoming Speaking Engagements
Greg GiffordDirector of Search & Social
[email protected]@GregGifford
Shaun RainesVP of Business Development
[email protected]@shaunraines
Oct. 23 - 25
Bellagio, Las Vegas
Thursday, Oct. 19 12pm EST / 9am PST
____________________________________________
Lead Handling Like a Rockstar 2.0!!
____________________________________________Bobbie HerronDirector of Dealer Performance at ZMoT Drive
