Presentation I gave at the CUNA Marketing Conference this year, based on a post I wrote for CUInsight. https://www.cuinsight.com/create-great-auto-loan-campaigns-6-free-google-tools.html Financial institution marketers can use Google's suite of free tools to put together a professional, highly targeted auto loan campaign.

1. MAKE LASER TARGETED AUTO LOAN OFFERS
with free tools from the

2. WHO AM I?
Chris Hall
Head of Customer Development
Marketing experience in Fortune 100,
Non-Profit and Startup companies
10+ YEARS
of experience eating only the
finest carne asada burritos
DECADES
Onovative’s Core iQ platform automates
100,000s of personalized print pieces
STREET CRED

3. WHAT WE’LL COVER TODAY
Find Keywords
with Google
AdWords
Discover
Related Topics
with Google
Trends
Use Google
Search to find
demographics
Score Royalty
Free Images
with Google
Image Search
Modify Your
Image using
Google Photos
Bring It All
Together with
Google Fonts
and Drive
1 2 3 4 5 6

4. Use Google
AdWords to find
Keywords

5. Setting up AdWords
• Free to sign up
• Pay only when someone clicks
• Connected to a Gmail account
• https://adwords.google.com

6. Keyword Planner
• What is a keyword?
• What is search intent?
• Small keyword differences can
have very different results

7. Adding Details
• Add a URL for better results
• Set product category
• Set targeted range
• Add negative keywords

8. Finding Keywords
• Thinking by monthly searches
• Framework for thinking about
Competition
• Ad Group Ideas

9. Discover Related
Topics with
Google Trends

10. Add Specifications
• Add up to 5 keywords to
compare at a time
• Specify geography & timing
• Specify other criteria

11. Query Manufacturers
• Pit popular manufacturers
against one another
• Make sure geography is set to
your metro area
• Note the results

12. Related Queries
• Find cities within the metro
area with the most interest
• Related queries will usually
show a make and model being
searched the most

13. Most Searched
• Another approach is to find the
most searched cars in the
United States
• Then use Google Trends to find
which of those cars are
searched most in your metro

14. Use Google
Search to find
demographics

15. Search Tips
• Set Search Timing to past year
• Search terms to use include
“sales” and “demographics”
• Use make & model or category,
e.g. heavy duty pickup

16. Learn
• Use proxies if necessary
• Discover buyer age and income
• Identify matching members in
your geography of interest to
build a campaign list
Excerpt via jdpower.com

17. Score Royalty
Free Images with
Google Image
Search

18. Search Tools
• Find images that have been
labeled for reuse
• Customize your search around
things like color and time
• Even specify other criteria

19. Usage Rights
• Find an image you like – “Wiki”
images are usually good
• Always visit the page
• Has the image been released to
public domain?
Chevy Silverado Image - Wikipedia

20. Modify Your
Image in
Google Photos

21. Modify Your Image
• Modify aspect ratio as
appropriate
• Crop your image to fit the
specific look you’re going for
• Add an effect

22. Before After

23. Spruce up your
design with
Google Fonts

24. Finding the Right Font
• Serif, Sans Serif or Script
• Look for lots of font weights
• Use sliders to find the perfect
match for your campaign

25. Bring Your
Design Together
with Google Drive

26. Why Google Slides?
• It’s free & you can customize
the size as well as crop and
move things around freely
• Change the size of the slide by
clicking “Page Setup” in the File
menu

27. Bring in Your Image
• Drag the image you made in
Google Photos to your slide
• If the image is too big, use the
crop tool around your slide
dimensions to make everything
fit just right

28. Add Shapes
• Add semi-transparent shapes
to your design, if needed
• Make a shape, then select
“Custom” when adjusting the
color of the shape to change
transparency

29. Add Fonts
• Bring in Google Fonts to your
Google Drive to get the look
you desire
• Click on the font menu and
then select “More fonts…”

30. Bringing it All Together
• Add your message
• Bring in your logo or branding
to spruce things up
• Go to File > Download As > PDF
and you’re all set.

31. Before After

32. QUESTIONS?
Chris Hall
chris@onovative.com
can I make my life easier as a credit
union marketer?
HOW
I get in touch with you about
automating all of my outbound
communications?
CAN