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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

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