reaching the in-market automotive consumer
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Reaching the In-Market Automotive ConsumerTRANSCRIPT
Google Confidential and Proprietary 1
Reaching the In-Market Shopper
Kristen Nomura
East & Central Region Manager, Search & Analytics
April 23, 2009
Google Confidential and Proprietary 2
Who is the In-Market Shopper?
Google Confidential and Proprietary 3
New Breed: “Recession Shoppers”
Source: Penn, Schoen, & Berland Associates, Inc., January 2009
“They see online shopping as part of the solution, as it
offers the opportunity to
research, compare, and review productsthat is often difficult
when shopping in-store.”
Google Confidential and Proprietary 44
2009 Ad Spending: Shift to Digital
Television Radio Magazine Newspaper Direct Mail Digital
-4.2%-6.5%
-7.0%-10.0%
-2.0%
5.0%
Interpublic Group
December 2008Source: Interpublic Group estimates, January 2009
Google Confidential and Proprietary 5
The One Bright Spot: Online Marketing
25% of senior marketers would increase online spending in a recession
63% of CMOs expect an increase in interactive/online marketing
Analysts say search marketing will be the fastest-growingsegment
Sources: Forrester Research April 2008. Asked 33 marketers with 200 or more employees : “How would you change your online spending patterns if there is an economic recession in the next six months?”; eMarketer, “Search Marketing Trends,” February 2009 ;
Google Confidential and Proprietary 6
Why Does Online Shine in a Downturn?
Customers Are There, More and More
Flexibility
Measurability Better ROI
Google Confidential and Proprietary
How do we turn Recession Shoppers
into Vehicle Buyers?
Google Confidential and Proprietary 8
Selling Cars, Offline
Source: Curb Your Enthusiasm, “The Car Salesman”, originally aired 9/23/01
Google Confidential and Proprietary 9
Selling Cars, Online
Google Confidential and Proprietary 10
#1 Be There to Greet Your Customers
Google Confidential and Proprietary 11
of consumers search after seeing an offline ad…
Source: Jupiter Research/Ipsos Insight Consumer Survey 2007, in conjunction with iProspect
67%
of marketers are still not integrating offline channels with search marketing.
45%
Google Confidential and Proprietary 12
Hyundai Assurance Plus
Google Confidential and Proprietary
Google Confidential and Proprietary 14
#2 Know the Market
Google Confidential and Proprietary 15
Hybrid Category is Down Overall…
Google Confidential and Proprietary 16
But a Couple Themes Stand Out
Google Confidential and Proprietary 17
Smart Car Benefits of Interest: MPG & Price
Google Confidential and Proprietary
Which Ad Would You Click On?
Google Confidential and Proprietary
The Ever-Growing Long Tail
Between March 2008 and March 2009,
longer search queries (5-8+ words)
increased +8%
Meanwhile, shorter search queries
(1-4 words) decreased -2%.
Source: Hitwise, an Experian company. Note: Data is based on four-week rolling periods (ending March 28, 2009; Feb. 28, 2009; and March 29, 2008) from the Hitwise sample of 10 million U.S. Internet users.
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Keep Your Ears Open
Google Confidential and Proprietary 23
#3 Be Relevant
Google Confidential and Proprietary
The Danger of Dashboards
Google Confidential and Proprietary
Average Salary = $130 Million
$260 Million $17,280
Google Confidential and Proprietary
Don’t Forget Visitors are People
Google Confidential and Proprietary
A Hypothetical Exercise…
Google Confidential and Proprietary
Each Visitor is Looking for Something Different
Wants a Prius
Needs a new pick-up
Looking for a safe family car
Researching SUVs
Google Confidential and Proprietary
Infer Visitor Intent from Search Queries
Google Confidential and Proprietary
Google Confidential and Proprietary
“Recession Buyers” using detailed queries
Wants a Prius
Which Landing Page is Best?
Google Confidential and Proprietary
Let the Data Decide
Google Confidential and Proprietary 33
Optimize, Optimize, Optimize
Luxury Rose Bouquet
4 headlines
X
3 images
X
2 “Submit” buttons
=
24 different possible page combinations!
Google Confidential and Proprietary
Identify the Best Overall Combination
Combination 11 is
performing the best
Combination 11 is
performing the best
Original is highlighted
here
Original is highlighted
here
Google Confidential and Proprietary
Identify the Most Influential Sections
Variation 3 is the best
performing individual
variation in Section 3
Variation 3 is the best
performing individual
variation in Section 3
Variations 1-3 show
promise but the overall
section contributes little to
conversions
Variations 1-3 show
promise but the overall
section contributes little to
conversions
Section 3 strongly
influences conversions
Section 3 strongly
influences conversions
Variations 1-3 show
promise but the overall
section contributes little to
conversions
Variations 1-3 show
promise but the overall
section contributes little to
conversions
Google Confidential and Proprietary
A Google Case Study
Google Confidential and Proprietary
Picture was not worth a 1000 conversions
This version was one of 200 combinations, and drove 30% more downloads.
Google Confidential and Proprietary
No Two Customers Are Alike
Google Confidential and Proprietary
3 Keys to Reaching the In-Market Shopper
Be There to Greet Them
Know theMarket
Be Relevant
Google Confidential and Proprietary 40
Thank You!
Q&A
Google Confidential and Proprietary
For More Details…
Insights for Searchwww.google.com/insights/search
Search-Based Keyword Toolwww.google.com/sktool
Google Analyticswww.google.com/analytics
Website Optimizerwww.google.com/websiteoptimizer