Right customer, Right Place, Right Time! Using 1st and 3rd Party Data to Reach the Most Valuable Audience Candace Jordan I Agency Development Manager I candacet@google.com Tannis McKenna I Agency Development Manager I tannismckenna@google.com

Tannis: Buying a car moving to LA Candace Jordan Agency Development Manager Tannis McKenna Agency Development Manager Tannis: Buying a car moving to LA Candace: Surprise circumstances of why http://gifmaker.me/

28 16 10 6 5 One change can bring about another… Data supports that % Lifestyle needs can trigger buyers to decide that it’s time for something new Data supports that 28 16 10 6 5 Financial situation improved Growing family New or changed job Moved to a new place Started working on a degree or professional training % % % Source: Google CB 2016

47 31 21 14 Practical reasons can also prevail Data supports that % Sometimes new offers or features make buyers start thinking about a new car % 47 31 21 14 Needed to replace a vehicle Just wanted a new vehicle Wanted better fuel efficiency Noticed a good offer or promotion Needed an additional vehicle Data supports that Source: Google CB 2016

Metaphor Needle in a haystack metaphor - How do you find the one person who’s looking for what you’re selling in a boat of people who aren’t, sailing in an ocean of people selling the same thing?

The How Engaging with previous visitors and utilizing your CRM data Combining all of the audience information that we have together Attracting customers who are looking, but not at you Capturing the attention of customers focusing on your competitors

Candace: James Brown Why engaging with previous site visitors and leads in crm is impt Using previous info to re-engage with other services Remarketing & cus match

So, do shoppers not need dealer service any more? When you are focused on new car sales the leads are going to go stale fast. When you are in that mindset you think your leads you aren’t using the data to it’s full potential. But you have to. It’s extremely impt your customers fall into the 65 and not the 25 Speak to data 65%: Engage all the time to build loyalty, esp lease ending (how 25%: Keep these on as evergreen 10%: we aren’t focusing on today (voice over) The answer is no. The reality is that they reach you through different routes, quite off the path we used to know before. Source: Google Path to Purchase 2016

Single view of a consumer Maximum relevance on Search, YouTube, Gmail Introducing Customer Match Use your email lists to reach the right customers across Search, YouTube and Gmail Rich 1P data Single view of a consumer Maximum relevance on Search, YouTube, Gmail Privacy-first How do we make sure that we are getting you into that 65% - Customer Match Customer Match brings together the power of 1st party data and the reach of Search, YouTube and Gmail. It’s easy to onboard with Google and get started. Use email addresses as an identifier to connect with your most loyal customers and engage new ones, regardless of their device. 1P Data Use what you know about your customers to engage existing customers and build new audiences more effectively Single View Email addresses as an identifier enables enhanced cross device targeting Max Relevance Create tailored ad experiences for some of the most powerful platforms on the web Privacy Maximize security and privacy by hashing email addresses

Strategy for using YOUR CRM data Lease Renewals Service Appointments New Vehicle Launch Warranty End Dates How many people in here have a successful email strategy? Repurpose that for customer match If you are sending out emails for lease renewals or oil changes and repurpose some of that same messaging to banner ads and text ads - timing and flighting is appropriate

In addition to lead data you also have behavior data at your disposal you may not be taking full advantage of Dealer websites - along with search engines and online video are all the upper right quadrant, why this is incredible impt Source: Google CB 2016

Digital is the #1 source used And out of all those 19 digital touch points, dealer sites are #1 source used by the shoppers who then take action Automotive Shopper Path to Purchase, Millward Brown Digital and Polk, September 2015 Soure: Automotive Shopper Path to Purchase, Millward Brown Digital and Polk, September 2015

Returning visitors are... 52% more likely to click on your ad 35% more likely to convert 5% more efficient So what do we do with this knowledge, we rethink our remarketing strategy Everyone who visits your site becomes part of various lists - you can use these rich insights across display and search In addition to email lists, use rich insights from your website and/or app to remarket to past visitors on Search + Display. Leverage Google’s cross-device reach, sophisticated automation and beautiful creatives to target users during intentful moments and maximize your chances of winning them. Remarketing List for Search Ads Returning visitors are more likely to click on your ad and convert at a lower CPA. Display remarketing, including apps Google wins on reach + scale: #1 reach on desktop and mobile Source: Google CB 2016

Strategy for using YOUR site data Lease Renewals Service Appointments New Vehicle Launch Warranty End Dates How many people in here have a successful email strategy? Repurpose that for customer match If you are sending out emails for lease renewals or oil changes and repurpose some of that same messaging to banner ads and text ads - timing and flighting is appropriate

Strategy for using YOUR site data Lease Renewals Service Appointments VDPs Promotions New Vehicle Launch Warranty End Dates How many people in here have a successful email strategy? Repurpose that for customer match If you are sending out emails for lease renewals or oil changes and repurpose some of that same messaging to banner ads and text ads - timing and flighting is appropriate Form abandoners Financing Pages

Moving Cars Awareness Influence & Consideration Drive Sales “I think I need a new car but which one?” Awareness “What features do I need? Where should I buy?” Remarketing Influence & Consideration “Where can I get the best deal?” Drive Sales RLSA Customer Match How to remarketing “Okay, now what?” Loyalty

53 % of auto shoppers bought from a dealer with whom they had no prior relationship or familiarity You have to be prospecting. You have to have a strategy in place to constantly seek out potential customers who haven’t had a chance to Source: Google CB 2016

Introducing Similar Audiences Use your remarketing lists to find potential customers Select a remarketing list Similar Audiences automatically enabled helping you find new users Original Remarketing list is automatically excluded

Now available for Search Searched on Google.com for Honda Dealer North Jersey’ and visited site "hondadealerexample.com" Searched on Google.com for: Honda Dealer NJ, Best Honda Dealer 07112 in the last 24 hours

of buyers researched online before they purchased at a dealer Researching online & then buying offline is a common behavior 84 of buyers researched online before they purchased at a dealer %

Introducing In-Market Segments Use Google’s data to find new prospects Consumer research Visit blog discussing electric cars Click ad for hybrid to see interior on manufacturer site Views and clicks on related ads Product or service listings Car safety site for electric cars Content with strong conversion history to related segment Revisit manufacturer site to read pricing options Recency and frequency of visits Visits site to see options for car financing

In-market for Automotive & Vehicles Motor Vehicles Vehicles (Other) Motor Vehicles (By Type)* Motor Vehicles (By Brand) Motor Vehicles (New) Motor Vehicles (Used) Commercial Vehicles Boats & Watercraft Campers & RVs Bicycles & Accessories Classic Vehicles Compact Cars Convertibles Coupes Crossovers Diesel Vehicles Hatchbacks Hybrid & Alternative Vehicles Luxury Vehicles Microcars & Subcompacts Motorcycles Off-Road Vehicles Pickup Trucks Scooters & Mopeds Sedans Sports Cars Station Wagons SUVs Vans & Minivans See ...callout** ** Brands: Acura, Alfa Romeo, Audi, Bentley, BMW, Buick, Cadillac, Chevrolet, Chrysler, Citroen, Dodge, Ferrari, Fiat, Ford, GM-Daewoo, GMC, Honda, Hummer, Hyundai, Infiniti, Isuzu, Jaguar, Jeep, Kia, Lamborghini, Land Rover, Lexus, Lincoln, Maserati, Mazda, Mercedes-Benz, Mercury, Mini, Mitsubishi, Nissan, Peugeot, Pontiac, Porsche, Renault, Rolls-Royce, Saab, Saturn, Scion, Seat, Subaru, Suzuki, Toyota, Vauxhall-Opel, Volkswagen, Volvo.

New Customers to Target Understand and take action on your most valuable users with the new AdWords Audience Insights Report Interests + Intent Demo + Device Action New Customers to Target Available Reach

Moving Cars Awareness Influence & Consideration Drive Sales “I think I need a new car but which one?” Awareness “What features do I need? Where should I buy?” Influence & Consideration Similar Audiences In-Market Remarketing “Where can I get the best deal?” Drive Sales RLSA Customer Match How to remarketing “Okay, now what?” Loyalty

How it works: Collapsed ad A collapsed ad is displayed on the Promotions or Social tab to reach users right in their inbox

How it works: Expanded ad Once the collapsed ad is clicked, the expanded creative opens in the email pane, for 100% share of voice

Gmail Lead Form Ads

Standard AdWords Pricing Key benefits of Gmail ads Optimum Delivery Standard AdWords Pricing Native Format High Performance Frequency capping maximizes how often users see your ad Pricing is based off a cost-per-click on the collapsed ad See open rates of up to 6.6% on average Performance on par with – or better than – other display placements

Tips & Tricks Creatives Ensure that your message is easy to read and understand within the ad Make your call-to-action direct and prominent to entice users to your site If you have something special to offer (exclusives, promotions), make sure to highlight it in your ad text Coordinate your colors and images in your ad to match, and use easy-to- view colors for backgrounds and fonts Balance the use of text and images within your Gmail ad Direct users to the most relevant landing page Targeting Target relevant locations & languages and all devices Turn on Conversion Optimizer Use standard delivery unless you are concerned that you will not serve the full budget Use day-parting if you find performance varies by time of day Consider a “run of network” strategy to increase traffic (placement “mail.google.com” without any additional targeting criteria)

People you know People you don’t know Searching Watching YouTube Display Remarketing on web + app Customer Match in AdWords Remarketing Lists for Search Ads Email lists Remarketing lists of previous site and app visitors Watching YouTube Checking Gmail Surfing the web Engaged in apps Full coverage across mindsets and devices People you know Loyal customers Similar Audiences In-Market Audiences Luxury Vehicles Past purchasers SUVs Parts and Services New users who act like your People you don’t know Prospects with active intent to purchase

Combine audiences to improve performance Google’s audiences types should be complementary when used together Similar User data No Audience Data People who’ve interacted with your website People who’ve yet to interact People who’ve interacted with your brand Remarketed traffic Customer Match traffic (CRM) No audience data yet Demographic Data Your Data Google Data

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Moving Cars Awareness Influence & Consideration Drive Sales “I think I need a new car but which one?” Awareness “What features do I need? Where should I buy?” Influence & Consideration Similar Audiences In-Market Remarketing “Where can I get the best deal?” Drive Sales RLSA Customer Match How to remarketing “Okay, now what?” Loyalty

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