Yt For Auto Dealers 101 Final

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Yt For Auto Dealers 101 Final

  1. 1. Selling Cars with Google 101: Search 1
  2. 2. 14 hours per week watching TV 14 hours per week spent online Accounts for 41% of media consumption Other media (hours/week): • Listening to Radio: 4 • Reading Newspapers: 1 • Reading Magazines: 1 Source: “US Entertainment and Media Consumer Survey Report 2007,” JupiterResearch (April 2007); 2 “Online Advertising Spending vs. Total US Advertising Spend,” eMarketer (March 2007)
  3. 3. Google Trends: Cars Are Hot! http://www.google.com/trends (Yes, Cars are hotter than Britney Spears.) 3
  4. 4. Search: Google Outperforms in Auto Category Google drives more US visits to Automotive websites than all other search engines combined Searches Conducted in the US Automotive Share of Top Three Sites Other 1% Ask MSN Search 4% 10% MSN/Live 9% Yahoo Search 19% Yahoo 18% Google Google 68% Search 71% Source: Nielson / Netratings October 2007; Study represents the top ten US Search providers Custom analysis by 4 comScore Networks, Compete, Inc. Automotive Online Media Effectiveness Study, November 2007
  5. 5. What Are Car Buyers Searching for Online? Searches Performed by Online Automotive Researchers Located dealers 41% 2006 38% 33% 2005 Searched dealer inventory 40% 2004 39% 24% Compared vehicles 58% 57% 52% Searched for make/model 65% and brand info 64% 63% Searched for pricing info. 75% 74% 59% Q: Thinking about the vehicle you most recently purchased and/or are planning to purchase or lease, what kind of activities did you conduct online? (Select all that apply.) Source: JupiterResearch/Ipsos-Insight Automotive Consumer Survey (10/06), n = 1,109 (online automotive researchers, US only); JupiterResearch/Ipsos-Insight Automotive Consumer Survey (12/05), n = 1,179 (online automotive researchers, US only); JupiterResearch/Ipsos-Insight Automotive Consumer Survey (12/04), n = 1,053 (online automotive researchers, US only) © 2007 JupiterResearch, LLC 5
  6. 6. Connect With Consumers When They Search Sponsored Links Reach consumers at the moment they demonstrate interest Natural Search Results generated algorithmically – unbiased and unpaid 6
  7. 7. Paid Search Why Advertise on Google? Appear on Making & Model Searches Only Pay When Your Ad is Clicked You Control What You Pay You Decide Where Your Ads Appear You Control Your Marketing Messaging Determine Your Exact ROI Sponsored Links Reach consumers at the moment they demonstrate interest 7
  8. 8. GEO-TARGETING: Only Advertise in Your Local Area How does it work? • Select the geography you want to target • Your text and display ads will appear only in that geography States DMAs Cities Benefits for partner Zip Code • Focuses your marketing Radius efforts to relevant and Custom desirable markets 8
  9. 9. Google Advertising is 100% Accountable • Set your own price – Daily budget based on your objectives • Conversion tracking: real-time ROI and ROO data • Modify, change, or cancel your campaign at any time 9
  10. 10. Thank you! For more information, check out the next video in our series: Selling Cars with Google 102 Local Business Ads 10

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