Como Alavancar suas Vendas de Veículos com o Google!

February 4, 2012 | NADA, Las Vegas

Drive on with Google

Jonika Hoomes Head of Automo,ve Partnerships North America Channel Sales

Alisson Pedro Head of Channel Sales Brazil


Digital Insights from Google

•  The Digital Evolution

•  The Auto Consumer

•  Strategies for Digital Success


Our Mission

Direct Sales Organization Target: Fortune 1000

# of Advertisers

Adv

ertis

ing

Bud

get

Channel Sales Program Target: >25M SMBs in US

A strategic partner has: •  Primary Access To Local

Businesses •  Direct Sales Force •  Congruent Products •  Commitment To Build Search

Business

Strategy: Creating strategic partnerships with companies to assist and build long-term value and success for their local businesses, while leveraging Google’s local ad products


Channel Partners

Google partners with Channel Partners across the Automo,ve, SEM/PlaCorm, YP and Tradi,onal Media space, such as…


5

The Digital Evolu9on


Source:: Google Internal

1998-‐ 25M Webpages indexed

’08: 1,000,000,000,000 Webpages indexed

More Searches 1 Billion Searches/Day

50% of mobile users start with a search

Search has changed Consumer behavior

More Devices 5 Billion Mobile Devices Worldwide 81 Million Tablets will be sold in 2011

More Local 1 out of 5 desktop searches is Local 1 out of 3 mobile searches is Local

More Touchpoints YouTube-‐ 35 hours of video uploaded every second

200 Million Users of Google Maps App

2011-‐


More Local

The Internet is a Hub of Local Ac,vity 82% of U.S. Internet users list search engines as their most common search tool for local informa,on [Source: Kelsey Group]

Online Search Drive Consumer Purchase Decisions 70% of consumers research a product or service online before making a purchase offline from a local business [Source: Forrester]

Online Search Drives Call & In Store Traffic 46% of Local online searchers contacted a business by telephone a`er web research, and 37% visited the business in person [Source, TMP Direc=onal Marke=ng & Comscore]

Drive Local Ac9on

New local ad formats engage customers


More Devices

5B

Source: ABI, Oct 2010, Google Internal Data (UL, UR). Mary Meeker, Mobile Trends, 2009 (UR). Forrester Research, 2009 (LL). , Ci, Investment Research and Analysis, iCrossing Mobile, 2010

Within the next 3 years more people will connect to the web via mobile device than

PC

85% of mobile devices will be web connected this year

Smartphone sales surpassed PC sales in Q4 2010

8

1 million iPad 2’s sold in first 24 hoursof its debut


9

The Automo9ve Consumer


Auto Shoppers are Online 24 hours/day

Source: US Google Internal Data, 2010

Mobile peaks on weekends, when people are on-the-go & away from their computers (and shopping!)

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• 35% of the time, consumers are searching for automotive answers on Google when a dealership is closed (7 pm – 7 am)

When are users on Desktop vs. Mobile?


Today’s Auto Shopper Path to Purchase

One day

2% 2-‐3 days

3% 4-‐6 days

2% A week

6% 2 weeks

5% 3 weeks

4%

More than a year

7%

5-‐8 hours

0%

2-‐3 months

23% 4-‐6 months

17% 7-‐12 months

10%

A month

17%

74% of auto shoppers are in-market for

Over 1 Month

“The path to purchase in auto is extensive-‐ the vast majority of shoppers take several months to go from decision to ac,on.”

“24% of shoppers switched manufacturers based on their research.”


Auto Purchasers Turn to Search for Everything

Source: Google/Compete Buyer Flow Survey, fielded in April/May 2009 Q18p: You mentioned earlier that you used a search engine to learn about or research cars before making your recent purchase. Please indicate whether a search engine helped you to do any of the following. Base: Asked of purchasers (people who purchased a vehicle in the past 6 months) who selected search in Q15, n = 336

Of the automotive purchasers who used search engines…

Use search to find comparisons of similar vehicles

Use search to find the best deals

Use search to find a local dealership

Use search to find independent reviews of vehicles

40%

47%

28% 49%

60%

49%

12

40%

Use search to discover vehicles they are unfamiliar with

Use search to find the vehicle brand’s website

Use 10 or more Queries when searching


Today’s Auto Shopper Picks their Dealer Online 13

say the Internet led them to the dealer they purchased from

54%


Today’s Auto Shopper Uses Mobile

Nearly 8 in 10 use their Smartphone to Car Shop …

Source: Greystripe Mobile Study, Feb 2011.

14

44%

use their device for price comparison on the dealer lot.

21%

of top dealer searches come on mobile devices.

48% Looked up dealer

informa9on

23%

use them for contac&ng dealerships.

32%

use their smartphone to find a dealership.


15

Results of Viewing Online Automo9ve Videos (Compete/Google Automo,ve Video survey data; share of purchasers (n = 141))

Today’s Auto Shopper Watches Online Videos

Visited a dealership 61%

Visited an OEM site 55% Searched dealer

inventory 55%

Visited dealer website 52% Build & price online 52%

Consult with family & friends 50%

Visited an automotive research site 50%


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Google Insights for Search Google Alerts

3 Google Tools to Listen to Your Customer

Google Correlate

Hanson volkswagen

Google Alerts


17

Google Insights Overview


Google Correlate Overview 18

Discover what else users are searching for when they look for things meaningful to your business

97% Correla,on between “fuel efficient car”

searches and “best mpg car”

searches


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Strategies for Digital Success

Tae E. Kim Head of SEM/PlaCorm Partnerships


Be There When Consumers Search For You 20

Be Engaging

Be Relevant

Be Metrics Driven

Be Found


Be Found on Google Properties 21

Google Paid Search Google Organic Search


22

Stand out to capture the aben9on of

new customers

Connect directly to show all you have to

offer

Show your new messages

immediately

Google Paid Search- AdWords Overview

1 2

3

Get above the fold even if you’re not present on

organic


How Dealers Successfully Use Google Paid Search

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Increase in User’s Likelihood to Visit a

Brand’s Website when exposed to Organic AND

Paid Search results

+95%

“Our organic lis,ng was on the 3rd page of results for “ford dealer” in our

city. Paid search allowed us to be above the fold on the 1st page,

immediately”

“Paid Search allows us to control and improve the message we show, based on what the user

wants”


24

Ad Extensions

Google +1

Be Relevant on Google Proper9es Mobile Presence


Mobile Sites Overview 25

Not Ready

Ready

By 2012 more people will connect to the Internet via a mobile device than through a computer

-‐ are you ready?

Does your mobile site load quickly? Too much flash frustrates users

Does your site have locally relevant content and drive users in-‐store?

Have you created new, mobile specific ac9ons for your site?


26

Hyperlocal

Click-to-call Phone Extension 1

2 Offers – Beta 3

How Dealers Successfully Use Mobile

“With Click-‐to-‐Call customers can easily call my store without

having to go to my site” “With Hyperlocal loca,on extensions I can show users how far they are from my lot”

“Mobile Offer Ads for Parts & Service specials drive new customer traffic

in store”


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How Dealers Successfully Use Ad Extensions

Loca9on Extensions

Sitelinks “Sitelinks help us engage users faster with more

op,ons, and reduce wasted clicks”

“With Loca9on Extensions we feed our Google Places address into our ad, and help users get direc9ons as soon as possible in

the ad itself”


28 Google +1 Overview

Beber Traffic Search traffic is bemer qualified when the site has been recommended by a friend or contact

More Traffic Personalized annota,ons increase CTR on ads and organic search lis,ngs

www.google.com+1/bu:on


How Dealers Successfully Use Google +1

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Social Recommenda9ons are powerful

Measure how social recommenda9ons affect site traffic Repor9ng Coming Soon

•  Number of +1’s from your own site, search results, or ads

•  How +1's affect your site's performance in search results

•  Aggregate audience info on who has +1'd your page, including loca9on, age and gender

“Visitors who see +1’s to our site convert at a higher rate

because they have confidence in our business”

“When sa9sfied customers +1 us we

have beber visibility on the Search Results page”


30

Display Adver9sing YouTube

Engage on Google Proper9es


How Dealers Successfully Use YouTube 31

-‐Create and personalize channel -‐Promote your videos to new users -‐Bring users to your channel and site with offers and contests

YouTube.com/YourDealership

1

2

3 4


32

Display Ads Overview Connect With Your Audience, Wherever They Are…

…Using a Full Set of Crea9ve Op9ons to Engage With Them

GDN Has 79% Online Audience Reach


Move Ahead Now 33

“Focus on the user and all else will follow” -‐Google’s Product Philosophy


Information and Partnerships Brazil

34


Research in Brazil

Data from research done by TNS hired by Google -‐ 2010

•  623 people •  New and used cars •  18 and 50 years old •  60% male and 40% female

Main reason to change a car is upgrade (41% new / 35% old)

First source of informa,on: internet

(51% new / 56% old) dealerships are second source

(24% new / 14% used)


Research in Brazil


Final decision

Help to decide brandand model

Compare op9ons, prices and features

General research and collect of informa9on

Locate dealers

Purchase funnel

82%

85%

66%

66%

70%


70% Internet helped to

find dealers

91% of the new cars purchases are in dealerships

61% of the ,me used to

research about new or used cars was online

Research in Brazil



Trending up

2.2x ,mes more was the growth of

automo,ve websites comparing with all websites in 2011 (20% x 9%) in UUs

30% was using Google right

before entering automo,ve websites

sources in order of appearing: Nielsen Netview

Hitwise Internal Google Data

40% was the growth in 2011 of searches related to automo,ve segment


Google Channel Sales - Partnerships

In-‐depth Adwords Exper,se Our partners have deep industry knowledge, product exper,se, access to Google technology and strategic rela,onship to a Google partner manager to create high-‐performing campaigns.

Campaign Management From setup to op,miza,on, our partners’ full service management can help you maximize your campaign’s ROI.

Marke,ng guidance and support Your partner can ac,vely manage your marke,ng programs, taking the guesswork out of campaign development and leung you focus on running your business.


Move Ahead Now 40

“Focus on the user and all else will follow” -‐Google’s Product Philosophy

Como Alavancar suas Vendas de Veículos com o Google!

Technology

mobile users

mobile devices

local business source

local informa

local businesses

localdrive local

mobile searches

local online searchers