Expert from Google Discusses Google s Automotive Retail Dealer Playbook!

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1 Expert from Google Discusses Google s Automotive Retail Dealer Playbook!

2 About DealerOn Digital Dealer Website Excellence Award Overall Winner An Unprecedented 6 Years In A Row! DrivingSales Top Rated Website Provider 2011 thru 2016 Three time AWA award winner Google AdWords Certified Partner More Dataium Monthly ASI Winners than all others combined DealerOn s website customers have an average documented lead increase of 200%

3 Upcoming Speaking Engagements Oct Bellagio, Las Vegas Greg Gifford Director of Search & Shaun Raines VP of Business

4 Say Hello To Kelly McNearney Senior Automotive Retail

5 Women in Automotive Conference Palm Springs, CA Dec , 2017 WomenInAutomotive.com

If you have questions during the presentation,

emailed to you within 24 hours and will also be

6 If you have questions during the presentation, please submit them using the Questions feature Questions will be answered at the end of the webinar A link to the recorded webinar will be ed to you within 24 hours and will also be posted on DealerOn.com/webinar as an On-Demand Webinar

7 After the presentation, be the first to answer the giveaway question correctly to win this awesome prize!

8 After the webinar, please fill out our short survey and let us know what YOU thought of today s presentation!

9 @KellyMcN

10 Expert from Google Discusses Google s Automotive Retail Dealer Playbook!

11 OBJECTIVES * Understand Google s official POV on dealer advertising * Identify your playbook status which pillar are you? * Set up monthly check-ins with your agency on your Playbook status and adopt these best practices. * Giveaway * Question & @KellyMcN

13 Why Do We Need It? 13

14 Just tell me exactly what I should be doing with Google... Brian Benstock Paragon Honda

15 15 What Is The Dealer Playbook?

16 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS If you re not knocking these out of the park, you re not using Google the right way. Basic but often overlooked... powerful tactics worth prioritizing before the rest. Tested & true growth strategies... some dealers are all-in, while others have yet to see the light. Where the savviest dealers are already testing, where Google & our most sophisticated marketing partners are placing bets.

17 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK GOOGLE MEASUREMENT AUDIENCE TARGETING VIDEO & DISPLAY FOR GROWTH MAXIMIZE MEASUREMENT PAID SEARCH BASICS VIDEO & DISPLAY BASICS

18 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK GOOGLE MEASUREMENT SITE EXPERIENCE VIDEO & DISPLAY FOR MAXIMIZE GROWTH VIDEO & DISPLAY BASICS MEASUREMENT PAID SEARCH BASICS

19 Would you wait for anything for 10 seconds?

20 Google Proprietary + Confidential testmysite.thinkwithgoogle.com Proprietary + Confidential

21 Google Proprietary + Confidential Proprietary + Confidential

22 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK GOOGLE GOOGLE MEASUREMENT VIDEO & DISPLAY BASICS MAXIMIZE MEASUREMENT VIDEO & DISPLAY FOR MEASUREMENT GROWTH PAID SEARCH BASICS

Drive Growth Through Measurement Phone Calls Email Forms

ecommerce Remarketing Lists Engagement Metrics Google

23 Drive Growth Through Measurement Phone Calls Forms Chat/Text VDP Views AdWords Cost Performance Data Goals / ecommerce Remarketing Lists Engagement Metrics Google Analytics knows what happens after a user clicked on your ad

24 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK GOOGLE MEASUREMENT PAID SEARCH BASICS VIDEO & DISPLAY FOR MAXIMIZE GROWTH VIDEO & DISPLAY BASICS MEASUREMENT PAID SEARCH BASICS AUDIENCE TARGETING

25 Your OEM creates brand interest...

26 ...that is reflected by intent on search 1500% surge in interest Searches Kia Niro Monthly Search Trend

27 Is it being captured by your dealership? KIA Niro KIA Niro super bowl ad KIA Niro review KIA Niro build and price KIA Niro 2017 price KIA Niro mpg KIA Niro lease KIA Niro offers KIA Niro dealership KIA Niro dealers near me

28 Google searches are highly correlated with auto sales (.82R) Source: Auto News Data Center, 2016; Google Internal Data, 2016; SAAR : Seasonally Adjusted Annual Rate

29 Proprietary + Confidential How Are Auto Shoppers Searching? 5 Micro Moments Which-Car-Is- Best Moments Is-It-Right-For- Me Moments Can-I-Afford-It Moments Am-I-Getting-A- Deal Moments Where-Should-I- Buy Moments

30 Proprietary + Confidential Which Micro Moments Matter For Dealers? Which-Car-Is- Best Moments Is-It-Right-For- Me Moments Can-I-Afford-It Moments Am-I-Getting-A- Deal Moments Where-Should-I- Buy Moments Keyword Types: Price Financing Deals Incentives Dealer Terms Dealer Actions Geo-Modified

31 Which Micro Moments Matter For Dealers? Proprietary + Confidential Which-Car-Is- Best Moments Is-It-Right-For- Me Moments Can-I-Afford-It Moments Am-I-Getting-A- Deal Moments Where-Should-I- Buy Moments Keyword Examples: Price Financing - Nissan Altima price - Honda Accord msrp - Toyota Rav4 lease - Audi Q5 quote Deals Incentives - GMC Sierra deals - Chevy Malibu offers - Ford Explorer sale - Kia Optima specials Dealer Terms Dealer Actions Geo-Modified - Hyundai Elantra dealer - Ford Fusion inventory - Grand Cherokee test drive

Dealers who increase the amount of times their ads show to consumers are more

32 Observation 20% 90% Dealers have opportunity to increase the amount of times their ads show to consumers who are looking for products/services they sell. Dealers who increase the amount of times their ads show to consumers are more likely to capture customers and control the conversation within their virtual showroom (website)

Ad Excellence: The Details That Drive Success Expanded Text Ads (New) Pricing Extensions Click to call

Example.com www.example.com/shoes/fall Huge Selection and Amazing Prices. Free 2-Day Shipping.

com/fall/sale Up to 60% off all fall styles - all sizes and colors! Visit us today.

33 Ad Excellence: The Details That Drive Success Expanded Text Ads (New) Pricing Extensions Click to call (New) Click to message extensions 3+ distinct ad creatives per ad group Women s Shoes for Fall - Example.com Huge Selection and Amazing Prices. Free 2-Day Shipping. Easy Returns. Fall Sale Get Up to 60% Off - Find a Store Near You Up to 60% off all fall styles - all sizes and colors! Visit us today. Example Shoe Boutique - Example.com Fast free shipping & returns 365 days a year! Styles for fall available now. Location extensions

34 34 Next Up: Branded Parts & Service Keywords $340B spent by consumers annually on vehicle repair ONLY 29% of the fixed ops market is captured by dealerships 2017 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.

35 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK GOOGLE MEASUREMENT AUDIENCE TARGETING PAID SEARCH MAXIMIZE MEASUREMENT VIDEO & DISPLAY FOR GROWTH EXCELLENCE PAID SEARCH BASICS VIDEO & DISPLAY BASICS

36 Begin with Account Structure for Success Which car is best? Is it right for me? Make / Make Segment Make Make Make + SUV General Model Model Model Reviews / Accolades Make/Model Review Make/Model Ratings Specs Model +specs Model +features Can I afford it? Price Make/Model + Price Make/Model + MSRP Financing Make/Model + Lease Make/Model + APR Am I getting a deal? Deals Make/Model + Deal Make/Model + Offer Incentives Make/Model + Incentive Make/Model + Rebate Where to Buy? Dealer Name Dealer Geo Dealer Actions Dealer Name Make/Model + City/Zip Make/Model + Dealer Make/Model + test drive Make/Model + inventory

37 Dealer Case Study Micro Moment Prioritization Works Micro Moment % of Impressions % of Investment % of Conversions Conversion Rate Which Car Is Best? 30% 20% 4% 2% Is It Right For Me? 50% 50% 14% 6% Can I Afford It? 5% 5% 8% 13% Am I Getting A Deal? 5% 5% 6% 10% Where to Buy? 10% 20% 66% 40%

38 Our Wins % CTR over previously top performing ad text +32% CTR on top volume keywords +8% Quality Score on top volume keywords -9% Bounce Rate across restructured campaigns

39 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK GOOGLE MEASUREMENT AUDIENCE TARGETING AUDIENCE VIDEO & DISPLAY FOR GROWTH MAXIMIZE MEASUREMENT TARGETING PAID SEARCH BASICS VIDEO & DISPLAY BASICS

40 Audience Excellence INTENT CONTEXT AUDIENCE All the power of Google Search + Device Mobile Desktop Tablet Location / Time User Location Time of Day Day of Week + Dealer Site Data Remarketing Lists for Search Ads (RLSA) Google Data Similar Audiences Dealer CRM Data Customer Match

41 Build your audience strategy using your own data Remarketing Lists for Search Ads (RLSA) IDENTIFY RE-ENGAGE Customer Match EXPAND Similar Audiences

42 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK VIDEO & GOOGLE MEASUREMENT AUDIENCE TARGETING DISPLAY VIDEO & DISPLAY FOR MAXIMIZE GROWTH MEASUREMENT BASICS PAID SEARCH BASICS VIDEO & DISPLAY BASICS

43 Online Video is #1 ad format to discover new vehicles #2 to format learn more about vehicles in the consideration set (after search ads)

purchasers watch auto videos Source: Lorem ipsum dolor sit amet,

44 Your In-Market Shoppers Are on YouTube Proprietary + Confidential 4 Million+ daily views on in-market auto content Destinations new purchasers watch auto videos Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Source: Millward Brown/Google Path To Purchase 2015

45 TrueView Discovery

46 TrueView: In-Stream +5,000 Monthly intent signals per in-market shopper

dealer-youtube@google.com Promotion available only with: AdPearance DealerOn Force Marketing Showroom Logic CDK Global Dealer.

47 Advertise on YouTube (min. $15K over 3 mos.)* Google will support with cost of o o o Production of creative Account setup and optimization Contact your AdWords Partner or dealer-youtube@google.com Promotion available only with: AdPearance DealerOn Force Marketing Showroom Logic CDK Global Dealer.com L2T Media Team Velocity/ Tier10 Dealer E Process DealerSocket Naked Lime (Reynolds & Reynolds) PureCars Dealer Inspire (Launch Digital) Dygen C-4 Analytics DealerSpike *Incremental spend only per CID and with current AdWords provider, terms and conditions apply $15K does not include management fees

49 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK PAID SEARCH GOOGLE MEASUREMENT VIDEO & DISPLAY BASICS EXPANSION VIDEO & DISPLAY FOR GROWTH MAXIMIZE MEASUREMENT PAID SEARCH BASICS AUDIENCE TARGETING

50 Which-Car-Is- Best Moments Is-It-Right-For- Me Moments Can-I-Afford-It Moments Am-I-Getting-A- Deal Moments Where-Should-I- Buy Moments Price Financing Deals Incentives Dealer Terms Dealer Actions Geo-Modified START HERE

Specific Models Branded Specific Specs Segments Branded reviews EXPAND TO

51 Which-Car-Is- Best Moments Is-It-Right-For- Me Moments Can-I-Afford-It Moments Am-I-Getting-A- Deal Moments Where-Should-I- Buy Moments Make Specific Models Branded Specific Specs Segments Branded reviews EXPAND TO HERE Price Financing Deals Incentives START HERE Dealer Terms Dealer Actions Geo-Modified

52 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE PAID SEARCH EXCELLENCE PAID SEARCH EXPANSION PUT GOOGLE S MACHINE LEARNING TO WORK MAXIMIZE GOOGLE MEASUREMENT VIDEO & DISPLAY BASICS VIDEO & DISPLAY FOR GROWTH MEASUREMENT MAXIMIZE MEASUREMENT PAID SEARCH BASICS AUDIENCE TARGETING

53 As user behavior evolves, dealerships must adapt their approach to measuring and analyzing it

54 In-Market Shopper Behavior Prior to Visiting a Dealership 74% did not complete a lead form 56% preferred not to be contacted 67% 45% don t chat Don t call

55 Attribution models allow you to account for touchpoints Our recommendation Last Click First Click Time Decay Linear Based Position- Data- Driven google property and confidential

56 Google Dealer Playbook FOUNDATIONAL FUNDAMENTALS BRILLIANT BASICS TODAY S DIFFERENTIATORS FUTURE GROWTH LEVERS SITE EXPERIENCE Speed & Excellence GOOGLE MEASUREMENT Track at minimum calls, form submissions & VDP pages with AWCT or linked GA goals PAID SEARCH BASICS Ad Excellence 3+ Ads per ad group, with 3+ ad extensions set to Optimized Rotation Keyword Coverage 90% Coverage on Branded Ready-to-Buy keywords Target Branded fixed-ops terms for top profit drivers PAID SEARCH EXCELLENCE Structure for Intent Improve business decision making & QS by tightening Ad Group & Campaign strategies Maximize Ready to Buy Optimize impression share for moments most likely to convert for dealers Audience Excellence - RLSA - Similar Audience - Customer Match VIDEO & DISPLAY BASICS TrueView & Google Display - Remarketing - Similar Audience - In-Market Shoppers PAID SEARCH EXPANSION New Car Expansion Test impact of coverage on: - Branded Upper Funnel - Strategic Conquest & Segment Used Car Coverage Coverage on relevant branded used inventory VIDEO & DISPLAY for Growth Creative Testing Experiment with mobilepreferred 6-second ads Targeting Expansion Mirror TV buys & reach relevant affinity audiences & demos PUT GOOGLE S MACHINE LEARNING TO WORK Smart Bidding Let Google s advanced exploration & optimization tools find your next customer MAXIMIZE MEASUREMENT Beyond Last Click Compare attribution models to find what works for you Connect Online to Store Connect CRM and sales data to online events and media Leverage Conversion Import or Store Sales Direct to match Offline actions into AdWords

57 Dealer Playbook Takeaways Print the checklist and confirm your status Hold your Digital ad dollars accountable; and at minimum know what you are currently tracking Maximize Ready to Buy branded coverage first Continue to expand and optimize your strategy

59 SUGGESTED RESOURCES * * testmysite.thinkwithgoogle.com @KellyMcN

60 ACTION ITEMS * Download and print the Dealer Playbook checklist * Set up monthly meetings with your agency to review your progress on @KellyMcN

61 @KellyMcN

62 @DealerOn Be the first to answer the giveaway question correctly to win this awesome prize!

63 Today s Expert Kelly McNearney Senior Automotive Retail

64 After the webinar, please fill out our short survey and let us know what YOU thought of today s presentation!

65 Women in Automotive Conference Palm Springs, CA Dec , 2017 WomenInAutomotive.com

66 Upcoming Speaking Engagements Oct Bellagio, Las Vegas Greg Gifford Director of Search & Shaun Raines VP of Business

67 Thursday, Oct pm EST / 9am PST Lead Handling Like a Rockstar 2.0!! Bobbie Herron Director of Dealer Performance at ZMoT Drive

The Audience-First Marketing Strategy you SHOULD be using

The Audience-First Marketing Strategy you SHOULD be using About DealerOn DrivingSales Top Rated Website Provider, 2011-2018 Only provider to have won the last 7 Years In A Row! 2X Digital Dealer Website