By Rob Newton
The way people shop for cars has changed. The days of going from dealership to dealership are over. People now turn to their smartphones in critical “Google’s Model Automotive ads provide an immediate and immersive mobile experience for our guests, and the ability to show and tell our story helps highlight the value of the Toyota brand and our vehicles. Across our core line of car models, we’ve seen a 45% increase in conversion events and a 30% decrease in CPA compared to standard text ads.” – Dionne Colvin-Lovely, Director, Traditional and New Media, Toyota Motor Sales, U.S.A.
Drive shoppers to local dealerships
Even as the majority of the car shopping process moves online, the visit to a dealership remains a crucial step in the journey. In the past year, search interest for “car dealerships near me” has doubled,7 with interest in dealer phone numbers up nearly 80% year over year.8 Dealer Automotive ads captures this growing opportunity by featuring the location, directions, and a click-to-call button of nearby dealerships at the top of mobile search results.
To help shoppers navigate from the mobile showroom to a test drive at their local dealership, we’ve built Automotive ads to work seamlessly together. Auto shoppers who start their search with a car model can easily tap on the “Dealers” button in the Model Automotive ad to get directions to or call local dealerships. For example, if someone taps on the Model Automotive ads “Dealers” button after searching for “2016 Toyota Prius,” Google will automatically show Dealer Automotive ads for Toyota dealerships near their location.
“Our goal is to make the car buying process better. Dealer Automotive ads lets us do this by giving shoppers the option to find the closest dealer, get directions, or call them for more information. Results to-date have been incredible. This format is driving 30% higher CTRs and has increased website visitors from intent-based dealership queries by 40%.” – Chris Vessey, Director, Digital Media Solutions at Dealer.com
Dealer Automotive ads are available to franchise and authorized dealerships in the US. You can learn more about Model Automotive ads or Dealer Automotive ads by reaching out to your AdWords account team.
Posted by Bhanu Narasimhan, Director of Product Management, AdWords
1 Google internal data, United States, February 2016
2 Google internal data, United States, April 2014 vs. April 2015
3 Google Trends, United States, September 2015 vs. September 2014
4 Google internal data, United States, September 2015
5 Mllward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013
6 Google internal data, United States, March 2016
7 Google Trends, United States, July 2015 vs. July 2014
8 Google Trends, United States, August 2015 vs. August 2014
Source:: Inside AdWords