Driving To The Dealership With Google

Deepak Anand [ Google Canada ] | June 2012

Google confidential

Three Burning Questions

1 2 3
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Do car buyers research on the Internet?

What are car buyers doing on Google?

What do I do now?

limited window to influence shopper

30 33 36

DAY

2011 2010

90%

Brand Consideration
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internet leading source of information among new shoppers

RADIO

71%

INTERNET

5%
NEWSPAPER

DEALER

61%
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16%

52% turn to the Internet first when gathering info

significant shifts in online sources used by shoppers

MANUFACTURER

70%
REVIEW

5% 9%
CLASSIFIED

51% 16% 11%

Search

4% 45% 57%

40% 18%
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$$

10%

search effectiveness measured by actions taken

Read a review Visited a manufacturer website

REV

IEW

52%
Took a test drive

49%
Called a dealer

Visited a dealer

53%
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30%

25%

mobile activities prompt dealer actions

One third
of shoppers used their mobile phone

27%
Looked for dealer

32%
Visited a dealer

throughout
the research process

33%
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Called a dealer

similar to desktop, users rely on search to find answers

search

search
Manufacturer website

40% 37%

OEM

AUTO

Auto related website

26% 25%

DEALER

Dealership website

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Three Burning Questions

1 2 3
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Do car buyers research on the Internet?

What are car buyers doing on Google?

What do I do now?

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 Sponsored Links Paid Advertising

Organic Search Results Natural Listings

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Side sponsored ads: Up to 8 listings

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

Clearance Launches Launches Clearance

Dealer searches continue to grow, +55% last year and +20% this year
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Dealer searches experience seasonal spikes as a result of offline activities

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Source: Google Internal Data, Sept 2009

Dealers Stand To Gain Most From Mobile

Source:15 Google confidential Google internal data

Search Share Of The Digital Dealer Space

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Top Dealer Terms In Canada In 2012

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Consumer Interest Never Closes

Showroom Digital Showroom

35% of automotive searches on Google occur when dealerships are closed (7 pm 7 am) and Sundays!
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Target Key Audiences With Right Messaging

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OEM Brand and Dealers pricing, closest dealership

Toyota car dealership

OEM Sales Events pricing, closest dealership

red tag days

Local Dealers convert to OEM brand, pricing, closest dealer

toronto car dealer

Competitive Dealers convert to brand, pricing, closest dealer

used hondas in Toronto

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Three Burning Questions

1 2 3
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Do car buyers research on the Internet?

What are car buyers doing on Google?

What do I do now?

Get Google Advertising Working For You

http://adwords.google.com/express
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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

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