Reaching the In-Market Automotive Consumer

Google Confidential and Proprietary 1

Reaching the In-Market Shopper

Kristen Nomura

East & Central Region Manager, Search & Analytics

April 23, 2009

Google Confidential and Proprietary 2

Who is the In-Market Shopper?

Google Confidential and Proprietary 3

New Breed: “Recession Shoppers”

Source: Penn, Schoen, & Berland Associates, Inc., January 2009

“They see online shopping as part of the solution, as it

offers the opportunity to

research, compare, and review productsthat is often difficult

when shopping in-store.”

Google Confidential and Proprietary 44

2009 Ad Spending: Shift to Digital

Television Radio Magazine Newspaper Direct Mail Digital

-4.2%-6.5%

-7.0%-10.0%

-2.0%

5.0%

Interpublic Group

December 2008Source: Interpublic Group estimates, January 2009

Google Confidential and Proprietary 5

The One Bright Spot: Online Marketing

25% of senior marketers would increase online spending in a recession

63% of CMOs expect an increase in interactive/online marketing

Analysts say search marketing will be the fastest-growingsegment

Sources: Forrester Research April 2008. Asked 33 marketers with 200 or more employees : “How would you change your online spending patterns if there is an economic recession in the next six months?”; eMarketer, “Search Marketing Trends,” February 2009 ;

Google Confidential and Proprietary 6

Why Does Online Shine in a Downturn?

Customers Are There, More and More

Flexibility

Measurability Better ROI

Google Confidential and Proprietary

How do we turn Recession Shoppers

into Vehicle Buyers?

Google Confidential and Proprietary 8

Selling Cars, Offline

Source: Curb Your Enthusiasm, “The Car Salesman”, originally aired 9/23/01

Google Confidential and Proprietary 9

Selling Cars, Online

Google Confidential and Proprietary 10

#1 Be There to Greet Your Customers

Google Confidential and Proprietary 11

of consumers search after seeing an offline ad…

Source: Jupiter Research/Ipsos Insight Consumer Survey 2007, in conjunction with iProspect

67%

of marketers are still not integrating offline channels with search marketing.

45%

Google Confidential and Proprietary 12

Hyundai Assurance Plus

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Google Confidential and Proprietary 14

#2 Know the Market

Google Confidential and Proprietary 15

Hybrid Category is Down Overall…

Google Confidential and Proprietary 16

But a Couple Themes Stand Out

Google Confidential and Proprietary 17

Smart Car Benefits of Interest: MPG & Price

Google Confidential and Proprietary

Which Ad Would You Click On?

Google Confidential and Proprietary

The Ever-Growing Long Tail

Between March 2008 and March 2009,

longer search queries (5-8+ words)

increased +8%

Meanwhile, shorter search queries

(1-4 words) decreased -2%.

Source: Hitwise, an Experian company. Note: Data is based on four-week rolling periods (ending March 28, 2009; Feb. 28, 2009; and March 29, 2008) from the Hitwise sample of 10 million U.S. Internet users.

Google Confidential and Proprietary

Google Confidential and Proprietary

Google Confidential and Proprietary

Keep Your Ears Open

Google Confidential and Proprietary 23

#3 Be Relevant

Google Confidential and Proprietary

The Danger of Dashboards

Google Confidential and Proprietary

Average Salary = $130 Million

$260 Million $17,280

Google Confidential and Proprietary

Don’t Forget Visitors are People

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A Hypothetical Exercise…

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Each Visitor is Looking for Something Different

Wants a Prius

Needs a new pick-up

Looking for a safe family car

Researching SUVs

Google Confidential and Proprietary

Infer Visitor Intent from Search Queries

Google Confidential and Proprietary

Google Confidential and Proprietary

“Recession Buyers” using detailed queries

Wants a Prius

Which Landing Page is Best?

Google Confidential and Proprietary

Let the Data Decide

Google Confidential and Proprietary 33

Optimize, Optimize, Optimize

Luxury Rose Bouquet

4 headlines

X

3 images

X

2 “Submit” buttons

=

24 different possible page combinations!

Google Confidential and Proprietary

Identify the Best Overall Combination

Combination 11 is

performing the best

Combination 11 is

performing the best

Original is highlighted

here

Original is highlighted

here

Google Confidential and Proprietary

Identify the Most Influential Sections

Variation 3 is the best

performing individual

variation in Section 3

Variation 3 is the best

performing individual

variation in Section 3

Variations 1-3 show

promise but the overall

section contributes little to

conversions

Variations 1-3 show

promise but the overall

section contributes little to

conversions

Section 3 strongly

influences conversions

Section 3 strongly

influences conversions

Variations 1-3 show

promise but the overall

section contributes little to

conversions

Variations 1-3 show

promise but the overall

section contributes little to

conversions

Google Confidential and Proprietary

A Google Case Study

Google Confidential and Proprietary

Picture was not worth a 1000 conversions

This version was one of 200 combinations, and drove 30% more downloads.

Google Confidential and Proprietary

No Two Customers Are Alike

Google Confidential and Proprietary

3 Keys to Reaching the In-Market Shopper

Be There to Greet Them

Know theMarket

Be Relevant

Google Confidential and Proprietary 40

Thank You!

Q&A

Google Confidential and Proprietary

For More Details…

Insights for Searchwww.google.com/insights/search

Search-Based Keyword Toolwww.google.com/sktool

Google Analyticswww.google.com/analytics

Website Optimizerwww.google.com/websiteoptimizer