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Google Confidential and Proprietary 1
• Delighting the auto buyer
24th August, 2010
Google Confidential and Proprietary 2
• Delighting the auto buyer
August, 2010
The online journey
Colin Barnard, Head of Automotive
Google Confidential and Proprietary
Agenda
3
1 Today’s car buyer
2 The impact of car manufacturer websites
3 Measuring the right outcomes
Google Confidential and Proprietary
Automotive marketing model TV & Cinema Press
Ambient Online Media
Google Confidential and Proprietary
Most buyers start with a small consideration set
5
Ford
Holden
Toyota Ford
82%
Source: CapGemini Cars Online 09/10
1-3
82%
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Google Confidential and Proprietary
7
Online is most influential pre-purchase buying activity
It’s important to get as much unbiased information as possible
Source: TNS – Google Website branding study
“ ”
0%
5%
10%
15%
20%
25%
30%
35%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Brochures Car Magazines
Car section of newspaper
Dealership
Online Reviews
Friends & Family
OEM Website
Influ
ence
on
purc
hase
Did Activity
Google Confidential and Proprietary
Search terms used leading to purchase
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Top 10 Auto Search Terms in purchase month
Base: Total search referrals to automotive sites in each time period among buyers in the Compete panel/Polk vehicle registration matched dataset with six months of consecutive clickstream data
44% 43% 43% 45% 51% 52%
56% 57% 57% 55% 49% 48%
6mths 5mths 4mths 3mths 2mths Month of purchase
Generic Branded
Rank Keyword
1 kelly blue book
2 toyota
3 honda
4 nissan
5 edmunds
6 carmax
7 hyundai
8 ford
9 kelley blue book
10 nada
Mix of generic & brand terms used by buyers
Google Confidential and Proprietary
You have reached your destination!
9
Google Confidential and Proprietary
But what role is the website playing?
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1 Brand Survey
2 Website Survey
Google Confidential and Proprietary
Aim: See how opinions change after visit
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WEEK 1 Brand survey
WEEK 2 Visit OEM Website
WEEK 3 Brand Survey
Google Confidential and Proprietary
Aim: Understand what is most visited/valued
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Didn’t visit test website
Free browsing on OEM website
Website Survey
Visited specific areas of OEM website Website Survey
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Aim: Understand which metrics change
Model Awareness How familiar are you with [make/model]?
Consideration Which make/models would you consider?
Purchase Intent Would you be likely to purchase [make/model]?
Favourable Opinion How does the [make/model] stack up for…..
Classic Funnel Consumer Metrics
Google Confidential and Proprietary
Model awareness increased significantly
14
Model Awareness
Favourable Opinion
Relevant Set
Purchase Intent 21%
12%
13%
Google Confidential and Proprietary
Favourable opinion increased for all metrics
15
Would suggest to others
Good range of models
Has attractive styling
Good value for money
Appeals to women
32%
30%
20%
19%
16%
Is a modern brand with flair
Source: Q18 (Stage 2) / Brand Value - 28562 / TNS Australia – July 2010 Base n = 325
Has the latest technology
Has excellent driving performance
Has excellent safety features
Tries to reduce impact on environment A brand people admire
Google Confidential and Proprietary
Up to 3x lift in consideration
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+289%
Model Awareness
Favourable Opinion
Relevant Set
Purchase Intent
Source: Q11a, Q11b (Stage 1), Q6a, Q6b (Stage 2) / Brand Value - 28562 / TNS Australia – July 2010 / Base n = 1173
Google Confidential and Proprietary
Increased purchase intent with all models
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14% 22% 9%
Model Awareness
Favourable Opinion
Relevant Set
Purchase Intent
Source: Q12 (Stage 1), Q8 (Stage 2) / Brand Value - 28562 / TNS Australia – July 2010 / Base n = P=23, S=80, VW=28
Google Confidential and Proprietary
Pre-Purchase Website Feature Visited
Customers using buying tools most
18 Base: New vehicle buyers visiting at least one OEM site during the six months prior to vehicle purchase Base n = 44,865
70%
52% 48%
31%
26%
11% 10%
26%
15% 18%
26%
15%
23%
32%
Build Your Own Offers Dealer Locator Req Quote Fin Calculator Reviews Brochure Used Car Values
3rd party sites Car manufacturer sites
Google Confidential and Proprietary
Let’s start measuring the things that count!
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Visitors
Time on model showroom and/or page views
Completed configurations / visits to special offers
Dealer locator results page (& click to dlr site)
Model Awareness
Consideration
Purchase Intent
Favourable Opinion
Stage of Funnel
Google Confidential and Proprietary
ROI is complex when no online transaction occurs
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Activity on site Measure July 10 Total
Actual Cost Target CPA Actual CPA
Brochures # brochures downloaded
500 $15,000 $5.00 $30.00
# brochures ordered
250 $15,000 $10.00 $60.00
Test Drives TDs booked 25 $2,000 $50.00 $80.00
Was this campaign good value?
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Activity on site Measure July 10
Total Actual Cost
Target CPA
July 10 CPA
Whole site UBs 20,000 $20,000 $1.05 $1.00
Model page UBs spending more than 30s 8,000 $1,000 $0.25 $0.13
Build your own
# of completed configurations 4,000 $4,000 $2.00 $1.00
Offers UBs on offers 600 $2,000 $2.00 $3.33
Dealer locator # visits 2000 $2,000 $2.00 $1.00
Brochures # brochure PDFs 500 $2,500 $5.00 $5.00
# brochures sent 250 $2,500 $10.00 $10.00
Test Drives TDs booked 25 $1000 $50.00 $40.00
Model Awareness
Consideration
Purchase Intent
Favourable Opinion
Stage of Funnel
Different goals should have different metrics
Google Confidential and Proprietary
If you remember nothing else…..
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1 Online is the most used & influential sales & marketing tool
2 Websites impact classic brand funnel metrics
3 Focus on site engagement & buying tools not brochures
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• Thank You!