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Well it’s finally happening. After nearly a year of beta testing in San Francisco, Google is expanding its automotive lead delivery program to include the entire state of California, with other states reportedly soon to follow.
So what does this mean? As automotive marketers, it’s our job to figure it out and provide our clients with a strategic point of view on how this will impact their business. Changes in technology and “new” ways to retail cars are in the headlines daily. But when it’s Google making the waves, you take notice and do some homework.
I’m not going to rehash the details in this blog; the Automotive News article does a great job at that (link to article). But the key thing to know is that Google has developed a product that enables a consumer to obtain a quote without leaving Google. That’s big. Think about it, a search engine facilitating the purchase transaction. A customer can get a quote online without visiting a dealer website. Think of the implications for your current search campaigns. Most dealer websites have the majority of their site traffic directed to them through organic or paid listings on Google! That’s a bold move, but one that could work. They have the audience, brand and technology infrastructure already.
We do know that Google is notorious for initiating projects, then killing them quickly if the don’t pan out. There’s a great Pinterest board dedicated exclusively to killed Google ideas.
Bottom line, it comes down to user experience. If consumers have a great experience and Google is able to make some dough, it’ll be successful. Our recommendation: get in quick, test it out and track results. Our team has already reached out to Google to request being added to the beta for our California clients.
While there are some major already established in this space, Google is too big to ignore. We’ll be watching this one very closely, as I’m sure Auto Trader, Cars, Edmunds and others will be.
Make sure you’re ready for this one.
Google’s power play into lead delivery: Are you ready?
Monday, April 7th, 2014
Well it’s finally happening. After nearly a year of beta testing in San Francisco, Google is expanding its automotive lead delivery program to include the entire state of California, with other states reportedly soon to follow.
So what does this mean? As automotive marketers, it’s our job to figure it out and provide our clients with a strategic point of view on how this will impact their business. Changes in technology and “new” ways to retail cars are in the headlines daily. But when it’s Google making the waves, you take notice and do some homework.
I’m not going to rehash the details in this blog; the Automotive News article does a great job at that (link to article). But the key thing to know is that Google has developed a product that enables a consumer to obtain a quote without leaving Google. That’s big. Think about it, a search engine facilitating the purchase transaction. A customer can get a quote online without visiting a dealer website. Think of the implications for your current search campaigns. Most dealer websites have the majority of their site traffic directed to them through organic or paid listings on Google! That’s a bold move, but one that could work. They have the audience, brand and technology infrastructure already.
We do know that Google is notorious for initiating projects, then killing them quickly if the don’t pan out. There’s a great Pinterest board dedicated exclusively to killed Google ideas.
Bottom line, it comes down to user experience. If consumers have a great experience and Google is able to make some dough, it’ll be successful. Our recommendation: get in quick, test it out and track results. Our team has already reached out to Google to request being added to the beta for our California clients.
While there are some major already established in this space, Google is too big to ignore. We’ll be watching this one very closely, as I’m sure Auto Trader, Cars, Edmunds and others will be.
Make sure you’re ready for this one.
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