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Google Enters Into The Automotive Lead Business
In February 2010 Google made a presentation to a select group of industry leaders about their foray into automotive lead generation. I was not in attendance but I was briefed on the program at the show. I never heard any more about the details until today's post in Automotive News.
I am sure that Google has briefed the major automotive vendors that run Adwords campaign for thousands of car dealers about this change. However the larger community needs to know about this major shift in new car lead generation strategies.
In my opinion, this is a major SHIFT for the Google Automotive team which has not gone into direct vehicle lead generation until now. I look forward to interviewing and discussing this new program with the Google Automotive Team at the 2012 Digital Marketing Strategies Conference.
Lead Generation Is Not New For Google
Google has been running lead generation campaigns for other vertical markets, like mortgages. If you look at the screen capture below, Google is running their own PPC ads to capture leads:
These ads are labeled "Comparison Ads" and these ads are competing with other PPC lead collectors. When a consumer clicks on the PPC Comparison Ad for mortgages, a landing page for lead collection is displayed:
Lead Generation For Dealers
According to the Automotive News article written by David Barkholz:
"Google will establish a Web page for vehicle shoppers. Dealers will bid, through a Google auction, to be one of about three dealers listed on the page when shoppers fill out a discounted price request for, say, a 2012 Toyota Camry with some specifications. The shoppers choose which of the listed dealers will receive the lead and provide the price..."
This will be a game changer for businesses that use PPC for lead generation. Companies like Edmunds, Autotrader, and new comers like TrueCar that all use PPC as part of their lead generation strategy for new car buyers will be impacted.
Competition for new car leads just got more interesting, and for some, maybe more expensive.
This offering will need to be examined in greater detail when this official launches this in the Bay Area. We will have more details on this new offering after we get a briefing from the automotive team at Google.
How do you see this impacting your dealership?
I am sure that Google has briefed the major automotive vendors that run Adwords campaign for thousands of car dealers about this change. However the larger community needs to know about this major shift in new car lead generation strategies.
In my opinion, this is a major SHIFT for the Google Automotive team which has not gone into direct vehicle lead generation until now. I look forward to interviewing and discussing this new program with the Google Automotive Team at the 2012 Digital Marketing Strategies Conference.
Lead Generation Is Not New For Google
Google has been running lead generation campaigns for other vertical markets, like mortgages. If you look at the screen capture below, Google is running their own PPC ads to capture leads:
These ads are labeled "Comparison Ads" and these ads are competing with other PPC lead collectors. When a consumer clicks on the PPC Comparison Ad for mortgages, a landing page for lead collection is displayed:
Lead Generation For Dealers
According to the Automotive News article written by David Barkholz:
"Google will establish a Web page for vehicle shoppers. Dealers will bid, through a Google auction, to be one of about three dealers listed on the page when shoppers fill out a discounted price request for, say, a 2012 Toyota Camry with some specifications. The shoppers choose which of the listed dealers will receive the lead and provide the price..."
This will be a game changer for businesses that use PPC for lead generation. Companies like Edmunds, Autotrader, and new comers like TrueCar that all use PPC as part of their lead generation strategy for new car buyers will be impacted.
Competition for new car leads just got more interesting, and for some, maybe more expensive.
This offering will need to be examined in greater detail when this official launches this in the Bay Area. We will have more details on this new offering after we get a briefing from the automotive team at Google.
How do you see this impacting your dealership?
I cut the cord. DEATH to TV!
Most importantly, Alex, you may have heard that I will soon be moving. Can you help me set-up my new system?? 
I cut the cord. DEATH to TV!
Yep - don't get Gaddafi'd
But on the positive side, start thinking about how you can get your customers speaking to their friends positively about you now. This is why I mentioned "klout" in the article. Try to recognize who has the most clout and do something above and beyond the call of duty to make yourself remarkable (read Seth Godin's Purple Cow).
And I just found out, directly from Facebook, that the average user now has 170 friends. They'll be updating their numbers soon.
But on the positive side, start thinking about how you can get your customers speaking to their friends positively about you now. This is why I mentioned "klout" in the article. Try to recognize who has the most clout and do something above and beyond the call of duty to make yourself remarkable (read Seth Godin's Purple Cow).
And I just found out, directly from Facebook, that the average user now has 170 friends. They'll be updating their numbers soon.
I cut the cord. DEATH to TV!
I agree with you Joe that today, it's nowhere near the "impact zone" for car dealers -- especially Facebook and some of the review sites.
But I do agree with Alex that the train is a'comming. Especially when you stop equating "Facebook" with the bulk of the power of "Social." I think Social is a whole lot more than Facebook. I really believe Facebook is just today's shiny rock -- something bigger and better will come along in due time and replace it. But "Social" in the larger context will continue (but probably labeled under a new buzz-word)
But I do agree with Alex that the train is a'comming. Especially when you stop equating "Facebook" with the bulk of the power of "Social." I think Social is a whole lot more than Facebook. I really believe Facebook is just today's shiny rock -- something bigger and better will come along in due time and replace it. But "Social" in the larger context will continue (but probably labeled under a new buzz-word
)I cut the cord. DEATH to TV!
Thoughtful article, Alex. I can't argue with anything, other than perhaps the impact of Facebook (and I'm wondering where you got that picture of my TV). I like the idea of "Pull." I think you can build some impactful strategies around the notion of "Pull."
I've been thinking about this quite a bit. I can't get past the fact that "Social Media" is simply a new buzzword for "Word of Mouth."
And this is the thing: Word of Mouth has always been THE BIGGEST source of reputation management and advertising influence that exists. Because you can now measure and track (somewhat) Word of Mouth on Facebook, are businesses that have always paid attention to their reputation and standing in the community -- businesses that "Do It Right" for the right reasons -- impacted by Facebook? I really don't think so.
Now, here's where I see Social having the impact: the Schlock businesses. You know what I mean -- the slam-bangers, Tires for Life, the "Sign Here" while their arm is over the contract guys. The ones that don't care about repeat and referral business. I can see Social having a "leveling" effect in that it may force an onus on actual customer service once they figure-out that there's no real way to spin the "reports."
When that happens -- and it will be QUITE a while -- the businesses that have always done it right will then be negatively impacted: social will force the next great consumer movement: excellent customer service everywhere. Great for consumers. But the good ones -- the ones that have always been good -- will lose their edge.
All theoretical and hypothetical, of course -- as you know, I have no experience in reality
I've been thinking about this quite a bit. I can't get past the fact that "Social Media" is simply a new buzzword for "Word of Mouth."
And this is the thing: Word of Mouth has always been THE BIGGEST source of reputation management and advertising influence that exists. Because you can now measure and track (somewhat) Word of Mouth on Facebook, are businesses that have always paid attention to their reputation and standing in the community -- businesses that "Do It Right" for the right reasons -- impacted by Facebook? I really don't think so.
Now, here's where I see Social having the impact: the Schlock businesses. You know what I mean -- the slam-bangers, Tires for Life, the "Sign Here" while their arm is over the contract guys. The ones that don't care about repeat and referral business. I can see Social having a "leveling" effect in that it may force an onus on actual customer service once they figure-out that there's no real way to spin the "reports."
When that happens -- and it will be QUITE a while -- the businesses that have always done it right will then be negatively impacted: social will force the next great consumer movement: excellent customer service everywhere. Great for consumers. But the good ones -- the ones that have always been good -- will lose their edge.
All theoretical and hypothetical, of course -- as you know, I have no experience in reality
I cut the cord. DEATH to TV!
- By Alex Snyder
That title might be slightly inaccurate, as it really should say DEATH to cable.I cut cable TV out of my life about a year and a half ago. It is all Internet for me. Admittedly, it has driven my chicken wing and alcoholic beverage consumption up because I have to go to the local sports bar to catch a game, but I'm not complaining.
I'm not writing this article to talk about my experiences in relying solely on the Internet to deliver anything and everything to my TV - you can catch that here. I'm writing about how the TV was my last connection to the 3 big boys of traditional local marketing (Newspaper, Radio, Television).
Yes, I agree with you, I am a bit ahead of the norm.
As more and more people shy away from our marketing comfort zones how are we to get our messages out going forward? Sure, there is PPC, SEO, billboards, display ads and all that jank. But what we should really be talking about is a revolution in marketing. This is a revolution that is going to rip advertising to its core. It isn't about shifting mediums; it is about a complete and utter shift in delivery. And guess who isn't in control anymore: you the marketer.
Today we push our message to a broad group of people as far as we can reach. It doesn't matter what media it is, we are simply trying to get as many eyeballs on our message as possible. That has been the basic way marketing has been practiced ever since we were able to purchase ads.
Consumers are shying away from this method. Supply is plentiful, deals are only a few clicks away, and your loud voice is just an annoying interruption.
Tomorrow's advertising will be more about public relations than what we call marketing. It will be based on your deeds. It will be based on your image; your brand, and it will be shaped by your customers. We're starting to see the power of consumer reviews. For car dealers, the power of reviews is still in its infancy. For restaurants, it is full bore.
But there is another piece we can't see. It is a piece that lives behind privacy and topples governments. It is social media and it is mostly Facebook. For the first time individuals can quickly and easily rely on a lot of their friends to help them make purchase decisions. These aren't just decisions about cars. Your friends are asking for advice on virtually everything. Think of some of the questions as practice for when they really start looking for suggestions that have massive impact on the way local businesses are viewed. If you're on Facebook, you've seen your friends ask for advice. I see it every time I view my news feed. People flock to the most influential; the one with the most "klout" on that particular topic. This is the person you're going to see marketers flock to as well.
It is just the beginning. Be cognizant of it. As marketers, understand this is going to reshape the messages we send. Don't be the next Middle Eastern dictator.
P.S. Have you ever noticed how DealerRefresh has had some major impact on various automotive vendors?