• Delighting the auto buyer




24th August, 2010



                              Google Confidential and Proprietary   1
• Delighting the auto buyer
The online journey

Colin Barnard, Head of Automotive

August, 2010



                       ...
Agenda



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



                 82%
                  1-3                            ...
Google Confidential and Proprietary   6
Online is most influential pre-purchase buying activity




                                                              ...
Mix of generic & brand terms used by buyers
                                          Search terms used leading to purchas...
You have reached your destination!




                                     Google Confidential and Proprietary   9
But what role is the website playing?




1 Brand Survey

2 Website Survey




                                          G...
Aim: See how opinions change after visit




      WEEK 1             WEEK 2          WEEK 3
    Brand survey   Visit OEM ...
Aim: Understand what is most visited/valued




    Didn’t visit test   Free browsing on   Visited specific areas
       w...
Aim: Understand which metrics change

       Classic Funnel                 Consumer Metrics


     Model Awareness       ...
Model awareness increased significantly
                                             Model Awareness

                    ...
Favourable opinion increased for all metrics

                                              Tries to reduce safety
       ...
Up to 3x lift in consideration
                                                                                           ...
Increased purchase intent with all models
                                                                                ...
Customers using buying tools most
                                                                         Pre-Purchase We...
Let’s start measuring the things that count!

  Stage of Funnel


Model Awareness      Visitors

Favourable Opinion   Time...
ROI is complex when no online transaction occurs




Activity on site   Measure        July 10   Actual Cost    Target CPA...
Different goals should have different metrics
                     Activity on                         July 10    Actual  ...
If you remember nothing else…..



1   Online is the most used & influential sales & marketing tool




2   Websites impac...
• Thank You!




               Google Confidential and Proprietary   23
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The auto buyer online

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The auto buyer online

  1. 1. • Delighting the auto buyer 24th August, 2010 Google Confidential and Proprietary 1
  2. 2. • Delighting the auto buyer The online journey Colin Barnard, Head of Automotive August, 2010 Google Confidential and Proprietary 2
  3. 3. Agenda 1 Today’s car buyer 2 The impact of car manufacturer websites 3 Measuring the right outcomes Google Confidential and Proprietary 3
  4. 4. Automotive marketing model TV & Cinema Press Ambient Online Media Google Confidential and Proprietary
  5. 5. Most buyers start with a small consideration set 82% 1-3 Ford Toyota Holden 82% Ford Google Confidential and Proprietary 5 Source: CapGemini Cars Online 09/10
  6. 6. Google Confidential and Proprietary 6
  7. 7. Online is most influential pre-purchase buying activity “ It’s important to get as much unbiased information as possible ” 35% Online 30% Reviews 25% Influence on purchase 20% OEM Website Friends & 15% Family Dealership 10% Car section of newspaper 5% Car Brochures Magazines 0% 0%   10%   20%   30%   40%   50%   60%   70%   80%   Did Activity Google Confidential and Proprietary Source: TNS – Google Website branding study 7
  8. 8. Mix of generic & brand terms used by buyers Search terms used leading to purchase Top 10 Auto Search Terms in purchase month Rank Keyword 49% 48% 56% 57% 57% 55% 1 kelly blue book 2 toyota 3 honda Generic 4 nissan Branded 5 edmunds 6 carmax 51% 52% 44% 43% 43% 45% 7 hyundai 8 ford 9 kelley blue book 10 nada 6mths 5mths 4mths 3mths 2mths Month of purchase Google Confidential and Proprietary 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 8
  9. 9. You have reached your destination! Google Confidential and Proprietary 9
  10. 10. But what role is the website playing? 1 Brand Survey 2 Website Survey Google Confidential and Proprietary 10
  11. 11. Aim: See how opinions change after visit WEEK 1 WEEK 2 WEEK 3 Brand survey Visit OEM Website Brand Survey Google Confidential and Proprietary 11
  12. 12. Aim: Understand what is most visited/valued Didn’t visit test Free browsing on Visited specific areas website OEM website of OEM website Website Survey Website Survey Google Confidential and Proprietary 12
  13. 13. Aim: Understand which metrics change Classic Funnel Consumer Metrics Model Awareness How familiar are you with [make/model]? Favourable Opinion How does the [make/model] stack up for….. Consideration Which make/models would you consider? Purchase Intent Would you be likely to purchase [make/model]? Google Confidential and Proprietary 13
  14. 14. Model awareness increased significantly Model Awareness Favourable Opinion Relevant Set 21% Purchase Intent 12% 13% Google Confidential and Proprietary 14
  15. 15. Favourable opinion increased for all metrics Tries to reduce safety impact IsHas excellent driving Has the latest A a on environment modern brand with brand people admire features performance technology flair Would suggest to others 32% Good range of models 30% Has attractive styling 20% Good value for money 19% Appeals to women 16% 15 Google Confidential and Proprietary Source: Q18 (Stage 2) / Brand Value - 28562 / TNS Australia – July 2010 Base n = 325
  16. 16. Up to 3x lift in consideration Model Awareness Favourable Opinion Relevant Set +289% Purchase Intent Google Confidential and Proprietary 16 Source: Q11a, Q11b (Stage 1), Q6a, Q6b (Stage 2) / Brand Value - 28562 / TNS Australia – July 2010 / Base n = 1173
  17. 17. Increased purchase intent with all models Model Awareness Favourable Opinion Relevant Set Purchase Intent 14% 9% 22% Google Confidential and Proprietary 17 Source: Q12 (Stage 1), Q8 (Stage 2) / Brand Value - 28562 / TNS Australia – July 2010 / Base n = P=23, S=80, VW=28
  18. 18. Customers using buying tools most Pre-Purchase Website Feature Visited Car manufacturer sites 3rd party sites 70% 52% 48% 31% 32% 26% 26% 26% 23% 18% 15% 15% 11% 10% Build Your Own Offers Dealer Locator Req Quote Fin Calculator Reviews Brochure Used Car Values Google Confidential and Proprietary 18 Base: New vehicle buyers visiting at least one OEM site during the six months prior to vehicle purchase Base n = 44,865
  19. 19. Let’s start measuring the things that count! Stage of Funnel Model Awareness Visitors Favourable Opinion Time on model showroom and/or page views Consideration Completed configurations / visits to special offers Purchase Intent Dealer locator results page (& click to dlr site) Google Confidential and Proprietary 19
  20. 20. ROI is complex when no online transaction occurs Activity on site Measure July 10 Actual Cost Target CPA Actual CPA Total Brochures # brochures 500 $15,000 $5.00 $30.00 downloaded # brochures 250 $15,000 $10.00 $60.00 ordered Test Drives TDs booked 25 $2,000 $50.00 $80.00 Was this campaign good value? Google Confidential and Proprietary 20
  21. 21. Different goals should have different metrics Activity on July 10 Actual Target July 10 Measure Stage of Funnel site Total Cost CPA CPA Model Awareness Whole site UBs 20,000 $20,000 $1.05 $1.00 UBs spending Model page 8,000 $1,000 $0.25 $0.13 Favourable Opinion more than 30s Build your # of completed 4,000 $4,000 $2.00 $1.00 own configurations Consideration Offers UBs on offers 600 $2,000 $2.00 $3.33 Purchase Intent Dealer locator # visits 2000 $2,000 $2.00 $1.00 # brochure PDFs 500 $2,500 $5.00 $5.00 Brochures # brochures sent 250 $2,500 $10.00 $10.00 Test Drives TDs booked 25 $1000 $50.00 $40.00 Google Confidential and Proprietary 21
  22. 22. If you remember nothing else….. 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 Google Confidential and Proprietary 22
  23. 23. • Thank You! Google Confidential and Proprietary 23

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