honda and acura daa presentation carrie steele, head of...
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Winning the Customer Experience
Honda and Acura DAA PresentationCarrie Steele, Head of Industry @ Google
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53%of consumers will abandon a mobile site if it takes more than 3 seconds to load.
Source: Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.7K, Global, March 2016
Average automotive site load time.
9s
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6.3s 5.7s
60/100 66/100
66/100 74/100
Acura DAA AvgHonda DAA Avg
Mobile Page Load
Mobile Friendliness
Desktop Friendliness
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Test my site
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63%of people expect brands to use their purchase history to provide them personalized experiences
Source: Google/Greenberg, Rising Expectations in Consumer Experiences, March 2017, U.S. (n of 1,501 consumers 18-54)
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Creating meaningful experiences for users
Intent Context Past Behavior
Which-Car-Is-BestMoments
Am-I-Getting-A-Deal Moments
Where-should-I-BuyMoments
Can-I-Afford-ItMoments
Is-It-Right-For-MeMoments
Are you winning the moments that matter?
Tier 1 Priority Tier 2 // Tier 3 Priority
Awareness Consideration Ready to Buy
Which-Car-Is-BestMoments
Am-I-Getting-A-Deal Moments
Where-should-I-BuyMoments
Can-I-Afford-ItMoments
Is-It-Right-For-MeMoments
Are you prioritizing the moments that matter?
Tier 1 Priority Tier 2 // Tier 3 Priority
MakeMake Segment
Reviews + Accolades
FeaturesModels
PriceMSRP
financing
DealsIncentives
Offers
DealerDealer Name
Geo
Which-Car-Is-BestMoments
Am-I-Getting-A-DealMoments
Where-Should-I-BuyMoments
Can-I-Afford-ItMoments
Is-It-Right-For-MeMoments
Prioritizing branded moments for T2
hondahonda SUV
acura mdx reviews
honda crvhonda crv mpg
acura rdx safety
honda leasehonda fit price
acura tlx finance
honda dealhonda civic for saleacura ilx lease off
honda dealerhonda near me
acura minneapolis
Tier 1 PriorityDealer Priority
Focus here for cost efficiency and branded coverage. It works!
Which-Car-Is-BestMoments
Am-I-Getting-A-DealMoments
Where-Should-I-BuyMoments
Can-I-Afford-ItMoments
Is-It-Right-For-MeMoments
Measuring Click Share + T2 Branded Opportunity
81% 57% 65% 28% 78%
72% 46% 57% 18% 66%
Source: Google internal data - Honda and Acura Brand Queries, Click Capture - April - June 2017 (Blue = Honda // Green = Acura)
Tier 1 PriorityDealer Priority
RDX owner
Visited SoCalAcura.com
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4brands considered
4Xsearch activity invehicle launch
Tier 1 (Model Ad) Tier 1 (Conquest)
Consider the Acura MDX - Lease a New Acura -socalacuradealers.com
Tier 2 (Audience)Tier 1 (more Model Ads)
Apply AudienceStrategy
Which-Car-Is-BestMoments
Where-Should-I-BuyMoments
Am-I-Getting-A-DealMoments
Can-I-Afford-ItMoments
Is-It-Right-For-MeMoments
Prioritizing moments beyond search
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HondaHonda SUVCR-VHonda HR-V
Honda dealerCR-V dealers near meHonda LA dealerHonda 90049
Now you can use powerful Search & Maps Search data to reach
audiences on YouTube
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Watched Honda video
Age: 45-54
Close to Dealership
In-Market for SUV
Gender: Male Visited SocalHonda site
MDX Owner
Like Owner
Technophile
Parent, In-Market for Honda
Get Smarter With Data
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of Domino’s pizzas were
ordered online in 2016 and
50%
“The tech company that
makes pizza”
50%of that came from mobile
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APPENDIX
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97%of users will abandon a task if they have too many form fields to complete
Source:
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Motor Vehicles(By Type)*
Motor Vehicles(By Brand)
See ...callout*
*
Motor Vehicles (New)
Motor Vehicles (Used)
Boats &Watercraft
Campers & RVs
Commercial Vehicles
Motor Vehicles Vehicles (Other)
** Brands: Acura, Alfa Romeo, Audi, Bentley, BMW, Buick, Cadillac, Chevrolet, Chrysler, Citroen, Dodge, Ferrari, Fiat, Ford, GM-Daewoo, GMC, Honda, Hummer, Hyundai, Infiniti, Isuzu, Jaguar, Jeep, Kia, Lamborghini, Land Rover, Lexus, Lincoln, Maserati, Mazda, Mercedes-Benz, Mercury, Mini, Mitsubishi, Nissan, Peugeot, Pontiac, Porsche, Renault, Rolls-Royce, Saab, Saturn, Scion, Seat, Subaru, Suzuki, Toyota, Vauxhall-Opel, Volkswagen, Volvo.
Bicycles & Accessories
Classic VehiclesCompact CarsConvertiblesCoupesCrossoversDiesel VehiclesHatchbacksHybrid & Alternative VehiclesLuxury VehiclesMicrocars & SubcompactsMotorcyclesOff-Road VehiclesPickup TrucksScooters & MopedsSedansSports CarsStation WagonsSUVsVans & Minivans
In-market for Automotive & Vehicles
Micro Moment Keyword Category Keyword Example
Which Car Is Best?
Make 2017 acura
Make Segment acura sedan
Review / Accolades acura MDX rating
Is It Right For Me?Specs acura RDX MPG
Models 2017 acura tlx
Can I Afford It?Price acura TLX price
Financing acura MDX financing
Am I Getting A Deal?Deals acura MDX lease deals
Incentives acura TLX Incentives
Where to Buy?
Dealer acura dealership hours
Dealer Name DCH acura
Geo acura dealership near me
Structuring for shopper intent
Micro Moment Keyword Category T1 T2 T3
Which Car Is Best?
MakeHonda: 64%Acura: 63%
Make Segment
Review / Accolades
Is It Right For Me?Specs Honda: 41%
Acura: 36%Honda: 2%Acura: 1%Models
Can I Afford It?Price Honda: 6%
Acura: 2%Honda: 26%Acura: 19%Financing
Am I Getting A Deal?Deals Honda: 2%
Acura: 1%Honda: 16%Acura: 10%Incentives
Where to Buy?
DealerHonda: 9%Acura: 1%
Honda: 66%Acura: 59%
Dealer Name
Geo
Bold is priority 1Grey is priority 2/3
Google internal data - Honda Brand Queries, Click Capture - April - June 2017
Honda & Acura Click Capture (v2)