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

  • Discover Your Market

    De-Mystifying Your Consumer One Demographic at a Time The modern dealership faces most of the same challenges of other brands in a competitive marketplace. And although it might sound daunting to figure out how to connect with every consumer, discovering your market is critical to helping your dealership market more effectively.  Knowledge isn’t just power, it has the potential to sell more cars, so let’s dive in and discover your market! You already know you offer a great product, and you’ve got an outstanding sales team, and a fully-staffed service center that boasts highly-trained professionals. So now what do you do? How do you effectively spread the word about what makes your dealership great in a way that impacts your bottom line? Discover Your Market to Win If a store in the Midwest were to try to sell hurricane shutters, chances are, they wouldn’t fare very well simply due to geographic considerations. This is a simple example of how knowing your market can impa...Read post

  • Familiarity and Focus - Two Reasons Why Mobile Advertising is Key

    It’s no secret that a majority of customers now browse and shop on their mobile devices.  While many businesses have mobile ads running, there are some key ways to think about these channels that should enlighten them as to why mobile advertising is more important than ever. Many people still use desktops and laptops every day.  However, most of these users also keep their mobile devices by their side the entire time.  When they are served an ad on a desktop or laptop, there is definitely a “third party” effect where the ad is in a way intruding on the user’s experience.  This makes the ad a little bit easier to ignore.  However, most people view their mobile devices as a bit more “personal” than their desktops and laptops.  Thus, when a user is served up mobile advertising, theoretically there is a slight increase in the chance that they will pay attention.  The shopper sees the mobile ad as slightly more legitimate in this fashion - they are more “familiar” wi...Read post

  • Defining the Digital Advertising Buzzwords That All Dealers Should Know

    Every industry has its own proprietary vocabulary to meet the unique demands of the work. Digital advertising is no exception. And since digital ads are nascent relative to the entire history of outbound marketing, confusion and misinformation are likely to surround the terminology that is helping shape the practice. So what are the digital advertising buzzwords you ought to know? We can help. We’ve compiled a glossary containing some of the most commonly used digital advertising terms. Read post

  • The Last Piece of the Digital Marketing Puzzle: Inter-Vendor Communication

    Pointing fingers. It's something that everyone at the dealership who has dealt with vendors over the years has experienced from time to time. The website provider to the inventory provider. The Inventory provider points to the pricing tool. The pricing tool points to the DMS. The DMS points to the website provider. Can't someone just fix it? I'm going to keep this short so my day doesn't start off in anger. Vendors need to stop pointing fingers and start fixing things. That doesn't mean pointing fingers at the perceived source of the problem. That means making calls, sending emails, and using smoke signals if necessary to bring everything together the way it should be rather than waiting for the dealer to call these guys so those other guys can do something that allows this guy to help that guy. It means communication. We require communication directly with other vendors that service our clients. It's the way it should be. We can often get things done much more quickly. There's no...Read post

  • Digital Marketing Journey....What's Next?

     We have a Hyundai store that has been in business for quite some time. We have always had a straight talk branding message in our advertising efforts. We have also had always a very generous budget to work with. About four years ago we really started working on our digital presence. While we started these efforts a little behind everyone else we have outpaced most of the dealers in our area. We started by looking at the processes that we have in place at the dealership. We needed to make sure that the leads were being handled properly. Once these were in place, we started working on our SEO for site. We took a long term approach to this along with our digital vendor. We also started working with our website vendor and tweaked our website. Once we had the site looking good we started spending money on sem advertisements. Originally all of our efforts were directed at Google. Once we started looking good on Google we started to tackle Bing. W...Read post

  • Dirty Advertising, The Man vs The Little Guy

    There are plenty of providers that exist to help automotive dealers with products and services.Read post

  • Keep Your Summer Momentum Going with Back-to-School

    Can you believe it? The back-to-school season is already in full swing. If you’ve visited any major retail outlet, checked your mailbox, or watched commercials, you’ve probably noticed that marketers are promoting back-to-school savings. This means, now is the perfect time for your dealership to capitalize on the season with relevant back-to-school marketing. Here are three ways you can promote your dealership, drive business to your store, and generate additional traffic and revenue to keep your summer momentum going. Offer Back-to-School Tips With the hustle and bustle of the back-to-school season, many parents are thinking about new schedules, prepping their kids for the first day, and getting organized. Chances are these parents are not thinking about their vehicles or the maintenance it will need to be ready for the carpool lane. Think about offering customers helpful back-to-school vehicle tips and service savings to ensure their vehicles are in proper working order for the ...Read post

  • Leverage Your Biggest Brand Advocates to Increase Sales

    In today’s fast-paced world, it’s hard for businesses to cut through the noise. Consumers are bombarded with advertising messages across all mediums from companies that claim they, or their product, is the best. Generally, these messages go in one ear and out the other.   So, how do you get the attention of today’s message-fatigued consumer?   It’s a well –known fact that people do business with people and companies they like.  Think of all of the Disney fanatics, Starbucks loyalists and Nordstrom shoppers. They experienced a magic, or some sort of experience, that resonated with them. Who knows exactly how a customer becomes a brand advocate. The point is that they did. Every business wants customers raving about them to their friends, family, associates and others, through social media posts.   True brand advocates are typically those customers that have had great experiences with your dealership.  However, the tricky part is that potential customers don’t know ...Read post