1. Drive on with Google
Jonika
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 Mission
Strategy: 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/day
When
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 for
automotive answers on Google when a
dealership 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
12
Source: Google/Compete Buyer Flow Survey, fielded in April/May 2009
Q18p: 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 Vegas
Source:
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. 16
3
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. 20
Be There When Consumers Search For You
Be
Found
Be
Relevant
Be
Engaging
Be
Metrics
Driven
February 4, 2012 | NADA, Las Vegas

21. 21
Be 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. 24
Be
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
+1's
affect
your
site's
performance
in
search
results
• Aggregate
audience
info
on
who
has
+1'd
your
page,
including
loca9on,
age
and
gender
February 4, 2012 | NADA, Las Vegas 29

30. 30
Engage
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
Brazil
Information 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 - Partnerships
In-­‐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