The auto buyer online

Google Confidential and Proprietary 1

• Delighting the auto buyer

24th August, 2010


• 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


Automotive marketing model TV & Cinema Press

Ambient Online Media


Most buyers start with a small consideration set

5

Ford

Holden

Toyota Ford

82%

Source: CapGemini Cars Online 09/10

1-3

82%


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


Search terms used leading to purchase

8

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


You have reached your destination!

9


But what role is the website playing?

10

1 Brand Survey

2 Website Survey


Aim: See how opinions change after visit

11

WEEK 1 Brand survey

WEEK 2 Visit OEM Website

WEEK 3 Brand Survey


Aim: Understand what is most visited/valued

12

Didn’t visit test website

Free browsing on OEM website

Website Survey

Visited specific areas of OEM website Website Survey


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


Model awareness increased significantly

14

Model Awareness

Favourable Opinion

Relevant Set

Purchase Intent 21%

12%

13%


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


Up to 3x lift in consideration

16

+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


Increased purchase intent with all models

17

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


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


Let’s start measuring the things that count!

19

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


ROI is complex when no online transaction occurs

20

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?


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


If you remember nothing else…..

22

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


• Thank You!

The auto buyer online

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