Drive on with GoogleJonika  Hoomes   Alisson  Pedro  Head  of  Automo,ve  Partnerships   ...
Digital Insights from Google•  The Digital Evolution•  The Auto Consumer•  Strategies for Digital Success February...
Our MissionStrategy: Creating strategic partnerships with companies to assist and build long-term value and succ...
Channel Partners Google  partners  with  Channel  Partners  across  the  Automo,ve,   SEM/PlaCorm,  YP  and  Tr...
5  The  Digital  Evolu9on   February 4, 2012 | NADA, Las Vegas
2011-­‐   More  Searches   1  Billion  Searches/Day   ...
More Local ...
More Devices Smartphone  sales  surpassed  PC   85%  of  ...
9  The  Automo9ve  Consumer     February 4, 2012 | NADA, Las Vegas
Auto Shoppers are Online 24 hours/dayWhen  are  users  on  Desktop  vs.  Mobile?   ...
Today’s Auto Shopper Path to Purchase “The  path  to  purchase  in  auto  is  extensive-­‐  the  v...
Auto Purchasers Turn to Search for Everything Of the automotive purchasers who used search engines… ...
13  Today’s Auto Shopper Picks their Dealer Online 54%   ...
Today’s Auto Shopper Uses Mobile 32% ...
Today’s Auto Shopper Watches Online Videos Results  of  Viewing  Online   ...
163  Google  Tools  to  Listen  to  Your  Customer   Google Alerts Google Alerts ...
Google  Insights  Overview   17 February 4, 2012 | NADA, Las...
18  Google Correlate Overview Discover  what  else  users  are  searching  for  when  they  look   ...
19  Strategies  for  Digital  Success  Tae  E.  Kim  Head  of  SEM/PlaCorm  Partnerships   ...
20Be There When Consumers Search For You Be  Found   Be  Relevant   Be  Engaging ...
21Be Found on Google Properties Google  Organic  Search   Google  Paid  Search   February 4, 20...
Google Paid Search- AdWords Overview Stand  out  to  capture  the   Show  your  new  1   ...
How Dealers Successfully Use Google Paid Search “Paid  Search  allows  us  to  control   ...
24Be  Relevant  on  Google  Proper9es   Mobile  Presence   Ad  Extensio...
25  Mobile Sites Overview    By  2012  more  people  will  connect  t...
How  Dealers  Successfully  Use  Mobile   Click-to-call 1   Phone Extension ...
How  Dealers  Successfully  Use  Ad  Extensions   Sitelinks   ...
28  Google +1 Overview Beber  Traffic   ...
How Dealers Successfully Use Google +1 Social  Recommenda9ons     ...
30Engage  on  Google  Proper9es   YouTube   Display  Adver9sing   Febr...
31  How Dealers Successfully Use YouTube YouTube.com/YourDealership ...
32  Display  Ads  Overview  Connect With Your Audience, Wherever They Are……Using  a  Full  Set  of  Crea9ve  Op9...
33  Move Ahead Now“Focus  on  the  user  and  all  else  will  follow”   ...
34  BrazilInformation and Partnerships February 4, 2012 | NADA, Las Vegas
Research in Brazil •  623  people   •  New  and  used  cars   ...
Research in Brazil Purchase  funnel   82%   ...
Research in Brazil 91%   ...
Trending up 2.2x  ,mes  more   30%   40%   was...
Google Channel Sales - PartnershipsIn-­‐depth  Adwords  Exper,se  Our  partners  have  deep  industry  knowledge,	...
40  Move Ahead Now“Focus  on  the  user  and  all  else  will  follow”   ...
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Como Alavancar suas Vendas de Veículos com o Google!

Published on: Mar 3, 2016
Published in: Technology      Business      
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Transcripts - Como Alavancar suas Vendas de Veículos com o Google!

  • 1. Drive on with GoogleJonika  Hoomes   Alisson  Pedro  Head  of  Automo,ve  Partnerships   Head  of  Channel  Sales      North  America     Brazil  Channel  Sales     February 4, 2012 | NADA, Las Vegas
  • 2. Digital Insights from Google•  The Digital Evolution•  The Auto Consumer•  Strategies for Digital Success February 4, 2012 | NADA, Las Vegas
  • 3. Our MissionStrategy: Creating strategic partnerships with companies to assist and build long-term value and success for their local businesses, while leveraging Google’s local ad products A strategic partner has: •  Primary Access To Local Businesses Advertising Budget •  Direct Sales Force Direct Sales Organization •  Congruent Products Target: Fortune 1000 •  Commitment To Build Search Business Channel Sales Program Target: >25M SMBs in US # of Advertisers February 4, 2012 | NADA, Las Vegas
  • 4. Channel Partners Google  partners  with  Channel  Partners  across  the  Automo,ve,   SEM/PlaCorm,  YP  and  Tradi,onal  Media  space,  such  as…   February 4, 2012 | NADA, Las Vegas
  • 5. 5  The  Digital  Evolu9on   February 4, 2012 | NADA, Las Vegas
  • 6. 2011-­‐   More  Searches   1  Billion  Searches/Day   50%  of  mobile  users  start  with  a  search   More  Local   1  out  of  5  desktop  searches  is  Local   1  out  of  3  mobile  searches  is  Local   More  Devices   ’08:  1,000,000,000,000     5  Billion  Mobile  Devices  Worldwide   Webpages  indexed   81  Million  Tablets  will  be  sold  in  2011   1998-­‐  25M     More  Touchpoints  Webpages  indexed   YouTube-­‐  35  hours  of  video  uploaded  every  second   200  Million  Users  of  Google  Maps  App   Search has changed Consumer behavior February 4, 2012 | NADA, Las Vegas
  • 7. More Local Drive  Local    The  Internet  is  a  Hub  of  Local  Ac,vity     Ac9on  82%  of  U.S.  Internet  users  list  search  engines  as  their  most  common  search   New  local  ad  formats  engage   customers  tool  for  local  informa,on  [Source:  Kelsey  Group]      Online  Search  Drive  Consumer  Purchase  Decisions    70%  of  consumers  research  a  product  or  service  online  before  making          a  purchase  offline  from  a  local  business  [Source:  Forrester]    Online  Search  Drives  Call  &  In  Store  Traffic      46%  of  Local  online  searchers  contacted  a  business  by  telephone  a`er  web   research,  and  37%  visited  the  business  in  person  [Source,  TMP  Direc=onal   Marke=ng  &  Comscore]   February 4, 2012 | NADA, Las Vegas
  • 8. More Devices Smartphone  sales  surpassed  PC   85%  of  mobile  devices  will  be  web   sales  in  Q4  2010   connected  this  year   5B Within  the  next  3  years  more  people  will   1  million  iPad  2’s  sold  in    connect  to  the  web  via  mobile  device  than   first  24  hoursof  its  debut     PC   Source:    ABI,  Oct  2010,  Google  Internal  Data  (UL,  UR).    Mary  Meeker,  Mobile  Trends,  2009  (UR).  Forrester   8 Research,  2009  (LL).  ,  Ci,  Investment  Research  and  Analysis,  iCrossing  Mobile,  2010   February 4, 2012 | NADA, Las Vegas
  • 9. 9  The  Automo9ve  Consumer     February 4, 2012 | NADA, Las Vegas
  • 10. Auto Shoppers are Online 24 hours/dayWhen  are  users  on  Desktop  vs.  Mobile?   Mobile peaks on weekends, when people are on-the- go & away from their computers (and shopping!)• 35% of the time, consumers are searching forautomotive answers on Google when adealership is closed (7 pm – 7 am) 10 February 4, 2012 | NADA, Las Vegas Source: US Google Internal Data, 2010
  • 11. Today’s Auto Shopper Path to Purchase “The  path  to  purchase  in  auto  is  extensive-­‐  the  vast   majority  of  shoppers  take  several  months  to  go  from   decision  to  ac,on.”   74% 5-­‐8  hours   of auto shoppers are in-market for 0%   One  day   Over 1 Month 2-­‐3  days   2%   4-­‐6  days   A  week   3%   3  weeks   2  weeks   6%   2%   5%   A  month   4%   17%   2-­‐3  months   4-­‐6  months  More  than     7-­‐12  months   17 %   23%  a  year   10 %   “24%  of  shoppers  switched  manufacturers  7%   based  on  their  research.”     February 4, 2012 | NADA, Las Vegas
  • 12. Auto Purchasers Turn to Search for Everything Of the automotive purchasers who used search engines… Use search to find the 40% Use 10 or more Queries when searching 49% best deals Use search to find comparisons 47% 60% Use search to find a local dealership of similar vehicles 28% Use search to discover vehicles they are unfamiliar with 49% Use search to find independent reviews of vehicles 40% Use search to find the vehicle brand’s website 12Source: Google/Compete Buyer Flow Survey, fielded in April/May 2009Q18p: You mentioned earlier that you used a search engine to learn about or research cars before making your recent purchase. Please indicate whether a search engine helped you to do any of the following.Base: Asked of purchasers (people who purchased a vehicle in the past 2012 | NADA, Las Vegas n = 336 February 4, 6 months) who selected search in Q15,
  • 13. 13  Today’s Auto Shopper Picks their Dealer Online 54%   say  the  Internet  led   them  to  the  dealer   they  purchased  from   February 4, 2012 | NADA, Las Vegas
  • 14. Today’s Auto Shopper Uses Mobile 32% 48% use  their  smartphone   Looked  up  dealer   to  find  a  dealership. informa9on 44% use their device for price comparison on the dealer lot. 23% 21% use  them  for  contac&ng   of  top  dealer     dealerships. searches  come  on   mobile  devices. Nearly  8  in  10  use  their  Smartphone  to  Car  Shop  …   14   February 4, 2012 | NADA, Las VegasSource:  Greystripe  Mobile  Study,  Feb  2011.
  • 15. Today’s Auto Shopper Watches Online Videos Results  of  Viewing  Online   Automo9ve  Videos     (Compete/Google  Automo,ve  Video  survey  data;   share  of  purchasers  (n  =  141))   Visited a dealership 61% Visited an OEM site 55% Searched dealer 55% inventory Visited dealer website 52% Build & price online 52% Consult with family & 50% friends Visited an automotive 50% research site 15 February 4, 2012 | NADA, Las Vegas
  • 16. 163  Google  Tools  to  Listen  to  Your  Customer   Google Alerts Google Alerts Google Insights for Search Hanson volkswagen Google Correlate February 4, 2012 | NADA, Las Vegas
  • 17. Google  Insights  Overview   17 February 4, 2012 | NADA, Las Vegas
  • 18. 18  Google Correlate Overview Discover  what  else  users  are  searching  for  when  they  look   for  things  meaningful  to  your  business   97%   Correla,on  between   “fuel  efficient  car”   searches  and     “best  mpg  car”     searches   February 4, 2012 | NADA, Las Vegas
  • 19. 19  Strategies  for  Digital  Success  Tae  E.  Kim  Head  of  SEM/PlaCorm  Partnerships   February 4, 2012 | NADA, Las Vegas
  • 20. 20Be There When Consumers Search For You Be  Found   Be  Relevant   Be  Engaging   Be  Metrics  Driven   February 4, 2012 | NADA, Las Vegas
  • 21. 21Be Found on Google Properties Google  Organic  Search   Google  Paid  Search   February 4, 2012 | NADA, Las Vegas
  • 22. Google Paid Search- AdWords Overview Stand  out  to  capture  the   Show  your  new  1   aben9on  of     messages   2   new  customers   immediately   Get  above  the  fold  even  if   you’re  not  present  on   organic   Connect  directly  to   3   show  all  you  have  to   offer   22   February 4, 2012 | NADA, Las Vegas
  • 23. How Dealers Successfully Use Google Paid Search “Paid  Search  allows  us  to  control   and  improve  the  message  we   show,  based  on  what  the  user   +95%   wants”     Increase  in  User’s   Likelihood  to  Visit  a   Brand’s  Website  when   exposed  to  Organic  AND   Paid  Search  results   “Our  organic  lis,ng  was  on  the  3rd   page  of  results  for  “ford  dealer”  in  our   city.  Paid  search  allowed  us  to  be   above  the  fold  on  the  1st  page,   immediately”   23 February 4, 2012 | NADA, Las Vegas
  • 24. 24Be  Relevant  on  Google  Proper9es   Mobile  Presence   Ad  Extensions   Google  +1   February 4, 2012 | NADA, Las Vegas
  • 25. 25  Mobile Sites Overview    By  2012  more  people  will  connect  to  the  Internet   via  a  mobile  device  than  through  a  computer   Not   Ready   -­‐  are  you  ready?   Does  your  mobile  site  load  quickly?   Too  much  flash  frustrates  users   Ready   Does  your  site  have  locally  relevant   content  and  drive  users  in-­‐store?   Have  you  created  new,  mobile   specific  ac9ons  for  your  site?   February 4, 2012 | NADA, Las Vegas
  • 26. How  Dealers  Successfully  Use  Mobile   Click-to-call 1   Phone Extension “With  Click-­‐to-­‐Call  customers  can   easily  call  my  store  without     having  to  go  to  my  site”   “With  Hyperlocal  loca,on  extensions          I  can  show  users  how  far     2   Hyperlocal              they  are  from  my  lot”   3   Offers – Beta “Mobile  Offer  Ads     for  Parts  &  Service   specials  drive  new   customer  traffic     in  store”   26 February 4, 2012 | NADA, Las Vegas
  • 27. How  Dealers  Successfully  Use  Ad  Extensions   Sitelinks   “Sitelinks  help  us  engage   users  faster  with  more   op,ons,  and  reduce  wasted   clicks”   Loca9on  Extensions   “With  Loca9on  Extensions  we   feed  our  Google  Places  address   into  our  ad,  and  help  users  get   direc9ons  as  soon  as  possible  in   the  ad  itself”   27 February 4, 2012 | NADA, Las Vegas
  • 28. 28  Google +1 Overview Beber  Traffic   Search  traffic  is  bemer  qualified   when  the  site  has  been   recommended  by  a  friend  or   contact   More  Traffic   Personalized  annota,ons   increase  CTR  on  ads  and  organic   search  lis,ngs   February 4, 2012 | NADA, Las Vegas www.google.com+1/bu:on
  • 29. How Dealers Successfully Use Google +1 Social  Recommenda9ons     are  powerful   “When  sa9sfied   “Visitors  who  see  +1’s  to  our   customers  +1  us  we   site  convert  at  a  higher  rate   have  beber  visibility  on   because  they  have   the  Search  Results  page”   confidence  in  our  business”   Measure  how  social  recommenda9ons  affect  site  traffic   Repor9ng  Coming  Soon   •  Number  of  +1’s  from  your  own  site,  search  results,  or   ads   •  How  +1s  affect  your  sites  performance  in  search   results   •  Aggregate  audience  info  on  who  has  +1d  your  page,   including  loca9on,  age  and  gender February 4, 2012 | NADA, Las Vegas 29
  • 30. 30Engage  on  Google  Proper9es   YouTube   Display  Adver9sing   February 4, 2012 | NADA, Las Vegas
  • 31. 31  How Dealers Successfully Use YouTube YouTube.com/YourDealership -­‐Create  and  personalize  channel     -­‐Promote  your  videos  to  new  users     -­‐Bring  users  to  your  channel  and  site   with  offers  and  contests   3   4  1   2   February 4, 2012 | NADA, Las Vegas
  • 32. 32  Display  Ads  Overview  Connect With Your Audience, Wherever They Are……Using  a  Full  Set  of  Crea9ve  Op9ons  to  Engage  With  Them   GDN Has 79% Online Audience Reach February 4, 2012 | NADA, Las Vegas
  • 33. 33  Move Ahead Now“Focus  on  the  user  and  all  else  will  follow”   -­‐Google’s  Product  Philosophy   February 4, 2012 | NADA, Las Vegas
  • 34. 34  BrazilInformation and Partnerships February 4, 2012 | NADA, Las Vegas
  • 35. Research in Brazil •  623  people   •  New  and  used  cars   Main  reason  to  change   •  18  and  50  years  old   a  car  is  upgrade   •  60%  male  and  40%   (41%  new  /  35%  old)   female   First  source  of  informa,on:   internet   (51%  new  /  56%  old)   dealerships  are  second  source     (24%  new  /  14%  used) February 4, 2012 | NADA, Las Vegas Data  from  research  done  by  TNS  hired  by  Google  -­‐  2010
  • 36. Research in Brazil Purchase  funnel   82%   General  research  and  collect  of  informa9on   85%   Compare  op9ons,  prices  and  features   66%   Help  to  decide  brandand  model   66%   Final  decision   70%   Locate  dealers   February 4, 2012 | NADA, Las Vegas Data  from  research  done  by  TNS  hired  by  Google  -­‐  2010
  • 37. Research in Brazil 91%   of  the  new  cars   70%   Internet  helped  to   purchases  are  in   dealerships   find  dealers   61%   of  the  ,me  used  to   research  about  new  or   used  cars  was  online   February 4, 2012 | NADA, Las Vegas Data  from  research  done  by  TNS  hired  by  Google  -­‐  2010
  • 38. Trending up 2.2x  ,mes  more   30%   40%   was  the  growth  of   was  using  Google  right   was  the  growth  in  2011  automo,ve  websites   before  entering   of  searches  related  to   comparing  with  all   automo,ve  websites   automo,ve  segment   websites  in  2011   (20%  x  9%)  in  UUs     sources  in  order  of  appearing:   Nielsen  Netview   Hitwise   February 4, 2012 | NADA, Las Vegas Internal  Google  Data
  • 39. Google Channel Sales - PartnershipsIn-­‐depth  Adwords  Exper,se  Our  partners  have  deep  industry  knowledge,  product  exper,se,  access  to  Google  technology  and  strategic  rela,onship  to  a  Google  partner  manager  to  create  high-­‐performing  campaigns.  Campaign  Management  From  setup  to  op,miza,on,  our  partners’  full  service  management  can  help  you  maximize  your  campaign’s  ROI.  Marke,ng  guidance  and  support  Your  partner  can  ac,vely  manage  your  marke,ng  programs,  taking  the  guesswork  out  of  campaign  development  and  leung  you  focus  on  running  your  business.   February 4, 2012 | NADA, Las Vegas
  • 40. 40  Move Ahead Now“Focus  on  the  user  and  all  else  will  follow”   -­‐Google’s  Product  Philosophy   February 4, 2012 | NADA, Las Vegas

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