Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

Google Tests New Adwords Format With Honda

By Brian Pasch on Nov 29, 2011

I want to thank Mario Murgado Jr. from Brickell Honda for sharing this latest update to Adwords formatting which he came across today.  

The ad, automatically populated Mario's gmail address in the form shown in the green box below. If he clicked the "Subscribe to Newsletter" button, his email would be sent to the advertiser.

Do you like this ad?  Do you think consumers will want to sign-up for a newsletter before visiting the Honda website?

I would like to get your feedback here on DrivingSales.

Keeping Up With Google


Is anyone else finding it difficult to keep pace with the changes that Google is rolling out each week?  Is their plan to have every marketing person talk about Google so Yahoo and Bing are no longer part of the discussion?

It's been a wild ride over the past few months with changes coming at a rapid pace, so stay tuned because Google is on a roll.  Speaking of changes, have you seen Google+ articles showing up in search results?

Google+ Posts In SERP Results


I was searching today and I saw Google+ posts from Toyota and my "Circle Name" posted in the SERP result for a search on the word "Toyota".

I had previously placed Toyota in the Circle called "Auto Trade", and since I was logged in, it showed me where that connection was categorized in my Google+ account.

Change is Constant So Your Strategies Must be Nimble


I've been writing on the latest updates in Google to keep the automotive community up to date with changes that can impact their digital marketing strategy.  

Don't forget that aside from reading this articles, you can get hands on training with industry experts at the 2012 DMSC and 2012 NADA Conferences in Las Vegas this February.

Invest in what it takes to stay ahead of your competition!   See you in Vegas.

Brian 

Brian Pasch CEO of PCG

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences

Comments

Help.... hopefully this will die an early death (at least Google is bold enough to cull their weaker ideas). So, No I don't like, No nobody worthwhile would subscribe, Yes I can't keep up, and who ever mentions Yahoo & Bing. Thanks Brian we'd be lost without you.

Nov 29, 2011

Interesting little test Google is doing here. There are 3 things in life we cannot avoid, Death, Taxes, and Google testing something.

The money is in the list, even Google knows that. However, before someone gives up their email address there needs to be what they see as an equitable trade. My email address for a free coupon, a how to eBook, a great video etc...

If a Honda shopper sees value in having a newsletter sent to them they will make the trade. If not, It was a waste of an ad for Honda.

I think that automatically dropping the email address in the box will give a lot of people a creepy feeling. Why is Google putting my email address in there w/o my permission. Quite frankly, it will probably piss some people off.

If Google is going to hijack my email address, fine I won't stay signed in to my Google account any more. Facebook doesn't do this to me!

After all folks, Google wants you to stay logged in to your Google account. That is why they offer so many reasons to stay logged in. Google +, Gmail, Webmaster tools etc...

This little test will disappear very soon. Shoppers are more reluctant to give up their email address to anyone unless there is perceived value involved. Too much spam in their inbox already.

Good job keeping everyone in the Google loop Brian.

Nov 30, 2011

Jeffrey
Thank you for your thoughtful commentary and I appreciate the feedback.

Nov 30, 2011

Thanks Brian.

I'm on the <like> side of this; think of the opportunities this creates to capture more people at a specific stage of the buying cycle - which would allow you to slowly (or quickly) guide them to their decision stage.

Let's say someone is in the market for a CR-V and is already loyal to Honda. What's the risk of signing up to receive updates on model you're shopping for? The perceived value here would be to stay current about this product.

@Jeffrey - Google isn't "hijacking" your email address here - it's going to Honda. And, if you're already signed into Google with your Gmail address, they've already hijacked your info:)

Nov 30, 2011

Hi Eric,

I am not saying they are hijacking my email address. I am simply expressing what will be going through the minds of many online searchers. It's more about perception.

Google is simply testing if they put an 'opt in box' in a PPC ad will it generate opt ins. Not a bad idea. If the offer is strong people will opt in.

But... automatically putting the email address in the PPC ad assumes they want the offer and in my opinion will back fire.

The second Google took their email address without their permission and popped in the Adwords box under the guise of convenience, the perception among many users is "where did they get my email address from".

Over the years people have become much more reluctant to give you their email address unless there is a very good reason to.

People are sick of spam and it gets worse everyday which explains why the open rate of emails has gotten worse every year.

When a person logs into their Google account they do not expect to see their email address popped into an adwords box.

I have no doubt that there will be a few people that will opt in to the newsletter offer, but from a numbers stand point, i don't see it happening.

If the average person uses 18 different car sources while shopping, do you think they will give out their email address 18 times?

If they want more info about a CR-V they don't need to give up their personal email address to get it. Online searchers are much more sophisticated today, than they were 10 years ago.

Nov 30, 2011

I think this is an interesting concept. I am hoping that they will open this up for all of the PPC campaigns. I wonder what the cost will be with that though. Will it go up or stay the same. I guess time will tell.

Nov 30, 2011

I came across this google PPC ad the other day too. I think it's great. Very user friendly. We are talking about this ad http://automobiles.honda.com/certified-search/google/? correct? It shows local dealers with inventory? If you want more information, submit your email? Whats not to love?

Dec 1, 2011

Craig, this is new indeed...Google branded classified listing pages...mmmmm...if I was Autotrader and Cars.com I would be looking into this direction....look at the copyright at the bottom of the page.

Dec 2, 2011

Comments 1 - 8 of 0

You must be logged in to comment

Login Create an account

Add your comments:

   

Brian Pasch's Recent Posts

Related Posts

  • Autoloop Introduces Instant Online Leads

    New Feature Alerts Dealers to Best Online Leads in Real-Time Clearwater, FL –  9/22/2014 – AutoLoop, LLC, announced today that its Essentials product now includes Instant Online Leads, a new feature that alerts sales personnel when ready-to-buy prospects are generated from dealership web traffic, in real-time. “As more and more people turn to the internet for car shopping, dealers need the ability to engage them immediately,” said Matt Rodeghero, AutoLoop’s Chief Product Officer. “They are a dealership’s most viable customers because they’ve already expressed interest in a specific vehicle online. If sales reps aren’t alerted to inquiries in real-time, however, they can’t follow up…and the sale may be lost.” The potential sale begins with a customized form that allows online shoppers to easily request follow-up through the dealership website. When a customer submits an inquiry, the Instant Online Leads feature immediately notifies a specific salesperson via ...Read post

  • Gubagoo is a Finalist for Most Innovative Dealership Solution of 2014

    ‘Gubagoo Behavioral Engagement & Analytics Technology (BEAST), and Chat and Call Centers’ selected by dealers as DrivingSales Innovation Cup Award finalist; Gubagoo to present onstage at DrivingSales Executive Summit   West Palm Beach, FL and Salt Lake City, UT – September 22, 2014 – ‘Gubagoo Behavioral Engagement & Analytics Technology (BEAST), and Chat and Call Centers’ has been named a finalist for the DrivingSales Innovation Cup Award for the Most Innovative Dealership Solution of 2014. Gubagoo’s solution was selected by a panel of dealer judges from a very competitive field and will be presented onstage at the 2014 DrivingSales Executive Summit (DSES), held October 12-14, 2014 at the Bellagio Las Vegas.   “We are very honored to have been selected as a finalist for one of our industry’s most coveted awards, especially as we were selected by those who benefit from our solution - auto dealerships,” said Brad Title, CEO of Gubagoo Inc. “We look for...Read post

  • “Honey, Get the Camping Gear – We’re Going to the Dealership!”

    Ask yourselves if you are, in any piece of your processes, choosing blind dedication to tradition over functionality. Is there anything you can do, is there any technology available to you that speeds up the process for you and your customers? The meet and greet, the needs and assessment qualification, the walk-around, the write-up – all of the steps on the road to the sale have changed. You may get pushback on this concept from the veterans, or you may be the one pushing back, but it does not change the facts. Your customers will not stand for an in-store process that takes them back 20 years. Chances are they researched you and your competitors online, sent in a lead, scheduled an appointment and found your location all by using their tablet or smartphone. So what might their reaction be to your sales process if it involves a Sharpie and a photocopied 4-square? Think about how the use of technology can turn your sales staff into true state-of-the-art, cutting-edge sales professionals. If you don’t honestly feel that technology can accomplish this, then talent acquisition may be a process in and of itself that needs to be examined. Read post

  • 5 Reasons Our New Vehicle Merchandising SUCKS Online!

    Is it just me or are we missing the boat on how we present our vehicles online? Especially in the new vehicle inventory department. Check out this quick and dirty review on why we SUCK at marketing our new vehicles online!Read post

  • Fall into Customer Loyalty with an Event

    Can you feel it? Autumn is in the air. For some of the country, it is starting to get cooler and even the leaves are beginning to change. If you aren’t experiencing the spirit of fall yet, you can still celebrate the official start to the autumn season on September 23rd. Regardless of your climate, fall provides a perfect opportunity to market to customers. Here are three ways you can drive traffic and build customer loyalty with a fall event. Support Local Sports The autumn season is synonymous with football and soccer. If you are a dealership that is actively involved with your local school district or sports organizations, think about hosting a tailgating party at your dealership. You could have food, music, and even a car decorating station. This type of fall event shows your commitment to the community, provides additional foot traffic to your lot, and builds loyalty for your dealership. Eat Pumpkin and Apples People love fall because of the food and nothing brings people toge...Read post

  • 3 Reasons Responsive Websites are Better for SEO

    Web developers started touting the benefits of the responsive website content since the dawn of smartphones, but it was more for functionality rather than increased visibility. It wasn't until 2011 and 2012 when large companies like Google started promoting the concept that the SEO world opened their eyes to the search ranking benefits. We believe wholeheartedly in responsive websites for dealers, not just because Google likes them, but because they present a better experience for your customers. Still, the SEO aspect cannot be ignored, so I've put together a small list of reasons that responsive website design is a strong play for improving your organic search engine rankings. Every Page Visible Dealers and vendors can debate about whether Google is truly "promoting" responsive website design or if they're simply listing them as the first option when discussing mobile website interfaces, but one this that Google and Bing have said that cannot be debated is that they like a 1-to-1...Read post

  • The Two Sides to Social Media

    Everyone knows about the front-facing part of social media. Some of us use it every day. Whether we're checking updates, following a story, or simply looking into what our friends are doing, we go to our favority social media app on our phones or visit the sites on our computers and explore the world socially. The other side of social media is more mysterious. It's not that it's a secret; many discussions have been had about it right here on Driving Sales. It's that few dealers are talking about it, fewer vendors are offering it, and the social media sties themselves are doing a terrible job at getting the word out. That's fine by us. The longer that it's a secret, the better it is for our dealers. This other side, the "dark side" of sites like Facebook and Twitter, rely on their number one asset to help businesses spread their message to the right audience. That asset is targeting, and the methodology that these social networks employ are can be downright powerful. Let's take a...Read post

  • Change the Game with Special Finance

    ~~In today's technology driven, high speed, high cost, velocity environment in which we live there has to be more than the race to the bottom to sell new and pre-owned vehicles. There has to be more than just the "best" price, and the "best" customer service. There has to be more than just the "free" oil changes, and "free" tires. Listen....same is lame! There has to be more.... Well… I am pleased to announce that there is certainly more for those Dealerships that have moved beyond the mere commodity side of this business to master and leverage the opportunity to sell solutions. Of course, I am referring to Special Finance. But wait... what is Special Finance exactly? Special Finance is creative solutions to everyday problems such as poor credit history, no credit history, limited income, limited work history, negative equity, and limited cash down. Dealerships that excel in Special Finance solve everyday problems, set customers up for future success, and dramatically change lives! ...Read post