1. 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
Tannis McKenna I Google I Agency Development Manager I

2. 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

3. 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”

4. 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

5. 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...

6. 75% Auto purchasers continue to research heavily online
of auto purchaser research time is spent on digital

7. 2005
Visiting 1 to 2 dealers
versus 5 in 2005
2015

8. Old Mantra: Customers come to your dealership

9. New Mantra: Bring your dealership to the customer

10. Top digital sources used by new purchasers

13. 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

14. 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 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 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 Google / TNS Auto Shopper Study - US. Consumer Barometer n=500

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

17. 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

18. 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

19. 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

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

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

22. 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

23. Awareness
Awareness
Interest
Interest
Consideration
Consideration
Purchase
Purchase

24. 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

25. 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.

26. 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

27. Awareness
Awareness
Interest
Interest
Consideration
Consideration
Purchase
Purchase

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

29. 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

30. 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

31. 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

32. 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

33. 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
Audi sedans
+ Lexus cars
+ BMW under $50,000
+ Mercedes GLS
+ New luxury SUV
luxury sedan
+ Best luxury cars
+ Luxury cars under $50,000
+ 3-row luxury SUV

34. 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

35. 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

36. -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

38. 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

39. 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

40. 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

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

42. Contact Info
Full Name: Candace Jordan
Company: Google
Job Title: Agency Development Manager
Full Name: Tannis McKenna
Company: Google
Job Title: Agency Development Manager
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