Full Name I Company I Job Title I Email Bringing Your Dealership to Your Customer Candace Jordan & Tannis McKenna Google Candace Jordan I Google I Agency Development Manager I candacet@google.com Tannis McKenna I Google I Agency Development Manager I tannismckenna@google.com

The winner ain’t the one with the fastest car, it’s the one who refuses to lose Dale Earnhardt See How are car buyers shopping Think What role should we play in their moments of research Do Identify best practices with SEM to connect with our customers

58% of drivers agreed with the statement: “I like to drive my cars as long as I can – until they’re ready for the junkyard”

24 average touchpoints, 19 are digital requested a quote online used mobile on lot read professional review visited newspaper site visited dealer website Looked at photos Saw a TV ad filled out a form Visited OEM website watched video on YouTube Searched on Google browsed newspaper ads test drove a vehicle loan calculator on 3rd party site located a dealer from mobile read consumer reviews influenced by online ad search dealer inventory on Tier 2 clicked display ad Visited a brand’s social page watched video ad visited a dealership searched on mobile Inquired family, friends colleagues used model comparison tool Built-and-priced on OEM site 24 average touchpoints, 19 are digital

Search is the #1 source purchasers use to learn more about vehicles #2 source to compare features #2 source to discover vehicles Search also cited as...

75% Auto purchasers continue to research heavily online of auto purchaser research time is spent on digital

2005 Visiting 1 to 2 dealers versus 5 in 2005 2015

Old Mantra: Customers come to your dealership

New Mantra: Bring your dealership to the customer

Top digital sources used by new purchasers

90% 98% We live in a multiscreen device world Searches Conversions of users start an activity on one device and finish on another 98% of users move between devices on the same day Moment Cross Device Searches Conversions Report

Which-Car-Is-Best Moments Is-It-Right-For-Me Moments Can-I-Afford-It Moments Where-Should-I-Buy Moments Am-I-Getting-A-Deal Moments 6 out of 10 car shoppers enter the market unsure what car to buy 70% of MSRP and list price search interest is from a mobile device 2X increase in ‘car dealership near me’ search interest Half of car buyers use their mobile device while at the dealership 80% of search interest for “pictures of [automotive brand]” is on mobile Source: Automotive Shopper Path to Purchase, Millward Brown Digital and Polk, September 2015. Google Internal Data, January–Sept 2015 v. January–Sept 2014, United States, Classification as a "car review" video was based on public data such as headlines, tags, etc., and may not account for every such video available on YouTube. Google Internal Data, Sept 2015. Google Internal Data, Sept 2015 v. Sept 2014.Google Trends, January 2004–September 2015, United States. Google Internal Data, September 2015, United States. Google Trends, July 2015 v. July 2014, United States. Google Internal Data, August 2014 and August 2015, United States. Aggregated anonymized internal data from a sample of U.S. users that have turned on Location History. Queries were considered as being "from" a location if they occurred within one hour of a user visit to a car dealership. 2015 Google / TNS Auto Shopper Study - US. Consumer Barometer n=500

Focus on the moments of intent BE THERE BE QUICK BE USEFUL

Move cars off your lot using Digital Brand Performance Geo & Near-Me Targeting Auto Ads for Dealers Keyword Best Practices Video + Brand Lift Remarketing for Search

Today’s Path to Purchase is NOT Linear “I think I need a new car but which one?” Awareness “What features do I need? Where should I buy?” Interest “I’m researching you AND your competitor” Consideration “Where can I get the best deal?” Purchase

Time spent watching auto videos Awareness Awareness Awareness Digital research time is on the rise Interest Interest Interest Consideration Consideration Consideration Purchase Purchase Purchase Time spent watching auto videos 220% year-over-year growth in auto video watch time

YouTube influences car buyers Awareness Awareness Awareness Awareness Interest Interest Interest Interest Consideration Consideration Consideration Consideration Purchase Purchase Purchase Purchase

Create a Virtual Showroom Awareness Awareness Awareness Awareness Interest Interest Interest Interest Consideration Consideration Consideration Consideration Purchase Purchase Purchase Purchase

40% For auto... Of time spent watching video happens on mobile Awareness Awareness Interest Interest For auto... 40% Of time spent watching video happens on mobile Consideration Consideration Purchase Purchase

Awareness Awareness Interest Interest Consideration Consideration Purchase Purchase

Over 1/3 of auto research is done on a mobile device Awareness Awareness Interest Interest Consideration Consideration Purchase Purchase Time spent on Mobile Over 1/3 of auto research is done on a mobile device

increase in auto dealer phone numbers search interest Awareness Awareness Interest Interest Consideration Consideration 78% Purchase Purchase increase in auto dealer phone numbers search interest Source: Google Trends, August 2015 v. August 2014, United States. Google internal data, August 2015, United States.

1-in-3 2x call or locate a dealer from mobile Awareness Awareness Interest Interest Consideration Consideration Purchase Purchase call or locate a dealer from mobile YoY increase in “dealerships near me” searches 1-in-3 2x

Awareness Awareness Interest Interest Consideration Consideration Purchase Purchase

In-market automotive searches by device Awareness Awareness In-market automotive searches by device Interest Interest Consideration Consideration Purchase Purchase May 2014

Auto Ads for Dealers Awareness Awareness Interest Interest Consideration Consideration Mobile only ad format that shows structured answers for queries with the intent to find automotive dealerships nearby. Ad unit shows up to 4 individual ads 25-30% higher CTR than standard text ads targeting similar queries Purchase Purchase

How to implement dealer ads ? Awareness Awareness How to implement dealer ads ? Interest Interest Consideration Consideration Purchase Purchase Have location extensions enabled Be eligible to show on mobile devices Target relevant queries Have necessary trademark authorization

Optimize Auto Dealer Ads with keywords Awareness Awareness Optimize Auto Dealer Ads with keywords Interest Interest Consideration Consideration Make + Dealership queries Mercedes dealer Mercedes dealers Mercedes dealership Mercedes dealerships Make + Location queries Mercedes SF Mercedes San Francisco Make + Dealers nearby Mercedes dealer near me Mercedes dealers near me Mercedes dealership nearby Mercedes dealerships nearby Purchase Purchase

Keyword Best Practices Awareness Awareness Interest Interest Consideration Consideration Purchase Purchase DEALER GEO-LOCATION PURCHASE INTENT FINANCE MAKE AND MODEL Make Dealer + DMA/City/Zip/Neighborhood Keyword examples: Make Dealer nearby Make Dealer near me Model + Dealer Name, Model + Price/Quote/Buy Keyword examples: Make Model MSRP Make APR Location Make Incentives Model + Dealer Name Keyword examples: Make Model Make Model 2016 Make + Dealer Name, Make Dealership Keyword examples: Make for sale Test Drive Make

Grow through conquest and segment expansion Awareness Awareness Grow through conquest and segment expansion Interest Interest Consideration Consideration Purchase Purchase Competitor Expansion Segment Expansion + New Acura MDX + 2016 Audi sedans + Lexus cars + BMW under $50,000 + Mercedes GLS + New luxury SUV + 2016 luxury sedan + Best luxury cars + Luxury cars under $50,000 + 3-row luxury SUV

Reengage the undecided Awareness Awareness Interest Interest Consideration Consideration Purchase Purchase Dodge lease deals 10011 car dealership near me Car dealership 10011 Dodge dealership near me car dealership near me

Auto shoppers are looking around Awareness Awareness Auto shoppers are looking around Interest Interest Consideration Consideration Purchase Purchase 52% visited additional dealerships due to information found on their mobile device while considering a vehicle right in front of them. Automotive shoppers using a mobile device on the lot are 72% more likely to visit additional dealerships

-68% +10% Auto shoppers are looking around Automotive Awareness Auto shoppers are looking around Interest Consideration Purchase Automotive -68% +10% average CPA decrease for conversions from an RLSA user list vs. entire campaign average increase in conversions for advertisers that use RLSA vs. advertisers that do not use RLSA

Top Three Things to remember about how shoppers are behaving 19 out of 24 points in the auto shopper’s path to purchase are digital Search is the #1 source for learning about vehicles Your site is the top digital source used by purchasers Changing Behavior of Today’s Vehicle Shoppers

To remember about the auto industry Industry Continues to Rise Top Three Things To remember about the auto industry Over ⅓ of auto research is done on mobile 1 in 3 people call or locate a dealer from their mobile device In-market mobile searches are exponentially more than desktop in the recent year

To remember when putting this knowledge into practice Top Three Things To remember when putting this knowledge into practice Optimize for the auto ads for dealers format Leave no stone unturned with keywords (Focus on geo, expand to competitor and segment) All shoppers are not created equal, reengage undecided shoppers with RLSA

To achieve anything in this game you must be prepared to dabble in the boundary of disaster Sir Stirling Moss

Contact Info Full Name: Candace Jordan Company: Google Job Title: Agency Development Manager Email: candacet@google.com Full Name: Tannis McKenna Company: Google Job Title: Agency Development Manager Email: tannismckenna@google.com Share an important takeaway you received from this session using hashtag #DDWNE for a chance to win an iPad