Como Alavancar suas Vendas de Veículos com o Google!
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Transcript of 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
February 4, 2012 | NADA, Las Vegas
Digital Insights from Google
• The Digital Evolution
• The Auto Consumer
• Strategies for Digital Success
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
Channel Partners
Google partners with Channel Partners across the Automo,ve, SEM/PlaCorm, YP and Tradi,onal Media space, such as…
February 4, 2012 | NADA, Las Vegas
5
The Digital Evolu9on
February 4, 2012 | NADA, Las Vegas
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-‐
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
9
The Automo9ve Consumer
February 4, 2012 | NADA, Las Vegas
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!)
10
• 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?
February 4, 2012 | NADA, Las Vegas
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.”
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
Today’s Auto Shopper Picks their Dealer Online 13
say the Internet led them to the dealer they purchased from
54%
February 4, 2012 | NADA, Las Vegas
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.
February 4, 2012 | NADA, Las Vegas
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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%
February 4, 2012 | NADA, Las Vegas
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Google Insights for Search Google Alerts
3 Google Tools to Listen to Your Customer
Google Correlate
Hanson volkswagen
Google Alerts
February 4, 2012 | NADA, Las Vegas
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Google Insights Overview
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
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Strategies for Digital Success
Tae E. Kim Head of SEM/PlaCorm Partnerships
February 4, 2012 | NADA, Las Vegas
Be There When Consumers Search For You 20
Be Engaging
Be Relevant
Be Metrics Driven
Be Found
February 4, 2012 | NADA, Las Vegas
Be Found on Google Properties 21
Google Paid Search Google Organic Search
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
How Dealers Successfully Use Google Paid Search
23
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”
February 4, 2012 | NADA, Las Vegas
24
Ad Extensions
Google +1
Be Relevant on Google Proper9es Mobile Presence
February 4, 2012 | NADA, Las Vegas
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?
February 4, 2012 | NADA, Las Vegas
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”
February 4, 2012 | NADA, Las Vegas
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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”
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
How Dealers Successfully Use Google +1
29
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”
February 4, 2012 | NADA, Las Vegas
30
Display Adver9sing YouTube
Engage on Google Proper9es
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
Move Ahead Now 33
“Focus on the user and all else will follow” -‐Google’s Product Philosophy
February 4, 2012 | NADA, Las Vegas
Information and Partnerships Brazil
34
February 4, 2012 | NADA, Las Vegas
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)
February 4, 2012 | NADA, Las Vegas
Research in Brazil
Data from research done by TNS hired by Google -‐ 2010
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%
February 4, 2012 | NADA, Las Vegas
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
Data from research done by TNS hired by Google -‐ 2010
February 4, 2012 | NADA, Las Vegas
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
February 4, 2012 | NADA, Las Vegas
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.
February 4, 2012 | NADA, Las Vegas
Move Ahead Now 40
“Focus on the user and all else will follow” -‐Google’s Product Philosophy