google report | automobile "path to purchase" data (q2-2012)
DESCRIPTION
Google Presentation on the "Path to Purchase" for Canadian Automobile Owners (based upon data from Q1-2_2012)TRANSCRIPT
1 Google confidential
Driving To The Dealership With Google
Deepak Anand [ Google Canada ] | June 2012
2 Google confidential 2 Google confidential
Three Burning Questions
1 Do car buyers research on the Internet?
2 What are car buyers doing on Google?
3 What do I do now?
3 Google confidential
limited window to influence shopper
DAYS 2011
20
10
30 33 36
90% Brand Consideration
A B C
4 Google confidential
internet leading source of information among new shoppers
NEWSPAPER
RADIO
DEALER
INTERNET
71%
61% 16%
5%
52% turn to the Internet first when gathering info
5 Google confidential
significant shifts in online sources used by shoppers
5% MANUFACTURER
9% REVIEW
10% CLASSIFIED
$$
Search 4%
57%
45%
18%
40%
70%
11%
16%
51%
6 Google confidential
search effectiveness measured by actions taken
Visited a dealer
52%
Read a review
REVIEW
49%
Visited a manufacturer
website
30%
Took a test drive
25%
Called a dealer
53%
7 Google confidential
mobile activities prompt dealer actions
33% Called a dealer
32% Visited a dealer
One third of shoppers used their
mobile phone throughout the research
process
27% Looked for
dealer
8 Google confidential
similar to desktop, users rely on search to find answers
search
Manufacturer website
Auto related website
Dealership website
40%
37%
26%
25%
OEM
AUTO
DEALER
search
9 Google confidential 9 Google confidential
Three Burning Questions
1 Do car buyers research on the Internet?
2 What are car buyers doing on Google?
3 What do I do now?
10 Google confidential 10 Google confidential
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
11 Google confidential 11 Google confidential
Anatomy Of A Search Results Page Top sponsored ads: Up to 3 listings
Side sponsored ads: Up to 8 listings
Sponsored Links “Paid” Advertising
Organic Search Results “Natural” Listings
12 Google confidential 12 Google confidential
Anatomy Of A Search Results Page Sponsored Links “Paid” Advertising
Organic Search Results “Natural” Listings
13 Google confidential 13 Google confidential
On The Shopping List With Toyota
14 Google confidential 14 Google confidential
Buyers Rely On Search To Locate A Dealer
14
Source: Google Internal Data, Sept 2009
Dealer searches experience seasonal spikes as a result of
offline activities
Dealer searches continue to grow,
+55% last year and +20% this year
Launches
Clearance
Launches
Clearance
15 Google confidential 15 Google confidential Source: Google internal data
Dealers Stand To Gain Most From Mobile
16 Google confidential 16 Google confidential
Search Share Of The Digital Dealer Space
17 Google confidential 17 Google confidential
Top Dealer Terms In Canada In 2012
18 Google confidential 18 Google confidential
Showroom Digital Showroom
35% of automotive searches on Google occur when dealerships are closed (7 pm – 7 am) and Sundays!
Consumer Interest Never “Closes”
19 Google confidential 19 Google confidential
1 OEM Brand and Dealers – pricing, closest dealership
2 OEM Sales Events – pricing, closest dealership
3 Local Dealers – convert to OEM brand, pricing, closest dealer
4 Competitive Dealers – convert to brand, pricing, closest dealer
Toyota car dealership
toronto car dealer
red tag days
used hondas in Toronto
Target Key Audiences With Right Messaging
20 Google confidential 20 Google confidential
Three Burning Questions
1 Do car buyers research on the Internet?
2 What are car buyers doing on Google?
3 What do I do now?
21 Google confidential 21 Google confidential
http://adwords.google.com/express
Get Google Advertising Working For You
22 Google confidential 22 Google confidential
Step 1: Enter Dealer Information
23 Google confidential 23 Google confidential
Step 2: Create Ad And Set Budget
24 Google confidential 24 Google confidential
Step 3: Set Up Billing
25 Google confidential 25 Google confidential
Give Them What They Want Faster
26 Google confidential 26 Google confidential
Skip Clicks And Speed Up The Experience
27 Google confidential 27 Google confidential
Connect With Leads While On The Go
28 Google confidential 28 Google confidential
Claim Google Places Listing
29 Google confidential 29 Google confidential
Measure, Iterate, Measure, Iterate
30 Google confidential 30 Google confidential
Thank You