Reaching the In-Market Automotive Consumer

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Reaching the In-Market Automotive Consumer

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Reaching the In-Market Automotive Consumer

  1. 1. Google Confidential and Proprietary 1 Reaching the In-Market Shopper Kristen Nomura East & Central Region Manager, Search & Analytics April 23, 2009
  2. 2. Google Confidential and Proprietary 2 Who is the In-Market Shopper?
  3. 3. 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 products that is often difficult when shopping in-store.”
  4. 4. 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 2008 Source: Interpublic Group estimates, January 2009
  5. 5. 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-growing segment 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 ;
  6. 6. Google Confidential and Proprietary 6 Why Does Online Shine in a Downturn? Customers Are There, More and More Flexibility Measurability Better ROI
  7. 7. Google Confidential and Proprietary How do we turn Recession Shoppers into Vehicle Buyers?
  8. 8. Google Confidential and Proprietary 8 Selling Cars, Offline Source: Curb Your Enthusiasm, “The Car Salesman”, originally aired 9/23/01
  9. 9. Google Confidential and Proprietary 9 Selling Cars, Online
  10. 10. Google Confidential and Proprietary 10 #1 Be There to Greet Your Customers
  11. 11. 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%
  12. 12. Google Confidential and Proprietary 12 Hyundai Assurance Plus
  13. 13. Google Confidential and Proprietary
  14. 14. Google Confidential and Proprietary 14 #2 Know the Market
  15. 15. Google Confidential and Proprietary 15 Hybrid Category is Down Overall…
  16. 16. Google Confidential and Proprietary 16 But a Couple Themes Stand Out
  17. 17. Google Confidential and Proprietary 17 Smart Car Benefits of Interest: MPG & Price
  18. 18. Google Confidential and Proprietary Which Ad Would You Click On?
  19. 19. 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.
  20. 20. Google Confidential and Proprietary
  21. 21. Google Confidential and Proprietary
  22. 22. Google Confidential and Proprietary Keep Your Ears Open
  23. 23. Google Confidential and Proprietary 23 #3 Be Relevant
  24. 24. Google Confidential and Proprietary The Danger of Dashboards
  25. 25. Google Confidential and Proprietary Average Salary = $130 Million $260 Million $17,280
  26. 26. Google Confidential and Proprietary Don’t Forget Visitors are People
  27. 27. Google Confidential and Proprietary A Hypothetical Exercise…
  28. 28. Google Confidential and Proprietary Each Visitor is Looking for Something Different Wants a Prius Needs a new pick-up Looking for a safe family car Researching SUVs
  29. 29. Google Confidential and Proprietary Infer Visitor Intent from Search Queries
  30. 30. Google Confidential and Proprietary
  31. 31. Google Confidential and Proprietary “Recession Buyers” using detailed queries Wants a Prius Which Landing Page is Best?
  32. 32. Google Confidential and Proprietary Let the Data Decide
  33. 33. 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!
  34. 34. 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
  35. 35. 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
  36. 36. Google Confidential and Proprietary A Google Case Study
  37. 37. Google Confidential and Proprietary Picture was not worth a 1000 conversions This version was one of 200 combinations, and drove 30% more downloads.
  38. 38. Google Confidential and Proprietary No Two Customers Are Alike
  39. 39. Google Confidential and Proprietary 3 Keys to Reaching the In-Market Shopper Be There to Greet Them Know the Market Be Relevant
  40. 40. Google Confidential and Proprietary 40 Thank You! Q&A
  41. 41. Google Confidential and Proprietary For More Details… Insights for Search www.google.com/insights/search Search-Based Keyword Tool www.google.com/sktool Google Analytics www.google.com/analytics Website Optimizer www.google.com/websiteoptimizer
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