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 Pasch CEO of PCG

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


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

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 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 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

  • Why Does Offering Service Valet Increase RO Value by 20%?

    Why do customers who do not visit the dealership spend 18% more on auto service? Evidence and armchair psychology support our analysis. I recently published a case study about the effects of service pick-up and delivery (service valet) on loaner turn time.  You can read the paper . (Spoiler alert: Loaner turn time was reduced by approximately 1.2 days, or over 40%.) The study had a few other gems.  Among them, analysis showed customers who used service valet had RO values 18% higher than those who did not use service valet. Theoretically, these service valet customers  could have had more expensive repairs but that is not likely given the large sample size. Instead, our longstanding experience shows service valet customers purchase more recommended services. So this begs the question:   Why do customers who do not visit the dealership spend 18% more on auto service? Evidence and armchair psychology support our analysis.  Consider the psychology from the customer’s viewpoi...Read post

  • Mike Martinez of DMEautomotive Selected to Present at the 2015 DrivingSales Executive Summit

    Martinez’s presentation “GRO Your Bottom Line” selected by auto dealers in a highly competitive process; joins an agenda with four award-wining authors and other industry experts Daytona Beach, FL – October 6, 2015 – Mike Martinez, Chief Marketing Officer of DMEautomotive and AutoPoint, has been selected to present at the seventh annual DrivingSales Executive Summit (DSES), one of the largest gatherings of progressive dealer executives, on October 19th at 11:15 AM at the Bellagio Las Vegas. Martinez’s presentation “GRO” Your Bottom Line was selected by a panel of dealers in a highly competitive process, in which only 1 in 3 applications was accepted.    Martinez joins a powerhouse DSES agenda that includes a Harvard Business School faculty member, leading search marketing and content marketing strategists, branding experts and technology visionaries, and award-winning authors. The DSES has sold out every year since inception and hosted over 1,000 attendees last y...Read post

  • Myth: Negative Comments are Bad For Biz

    Many businesses have avoided social interaction for fear that an existing bad reputation, or possible negative comments will come back to bite them.  These ideas may be true if the issues are left unchecked, but for a business that is highly active on social media, negative comments can turn into a positive experience. Legitimate customer comments around a product or service will definitely start to pop up when a business decides to start regularly using social media to promote their business.  Many of these could be negative comments which may cause some alarm to those not well-versed in the ways of social media marketing.  However, there is one simple solution - use social media as a platform to address customer issues head-on and allow customer service to shine. Rather than hiding legitimate concerns or negative comments, a business should provide a thoughtful response with options to further assist a customer via phone or email.  Also, someone should follow up internally to e...Read post

  • Navigating SEO: The 4 Most Important Factors to Dealership SEO Success

    Navigating SEO is a exclusive series by Timothy Martell, CEO of Wikimotive. In this series, Tim breaks down ways dealers can improve their SEO and offers insight into how it will benefit business.   While there are thousands of articles that talk about search ranking factors, the majority of your site's success will come down to a few core factors. Ensuring you've got those boxes checked is what ultimately allows you to have the best search presence in your market.   In this post, I'll go over four of the most important factors that determine SEO success for car dealers, while offering tips and tricks to help you improve your site, grow organic traffic consistently, and sell more cars as a result.   Website Architecture   By now, you all know how important it is to actually have a website. There's just no contesting this in 2015. But beyond simply having a website, it's important that your site is developed and designed to allow it to comply with curren...Read post

  • 3 Birds Launches All-New Dealer Solution 3 Birds ME at Digital Dealer 19

    3 Birds Marketing has launched its all-new 3 Birds ME digital solution, the industry’s first all-in-one solution to show the results of each marketing component and reveal extra opportunities, at Digital Dealer 19. ME stands for “Market Effectively” and is a complete integrated solution that makes it easy to say the right thing at the right time across key channels on any device to reach the best customers. ME further eliminates frustrations and removes unnecessary layers of account management thanks to an advanced “Always On, Always Learning” analytics engine, developed in-house to meet the needs of modern dealers, regional groups, and OEMs.Read post

  • In Praise of a Balanced #AutoMarketing Strategy (It's about more than your website)

    I’ve made people that I actually like and respect very angry with me because I’ve questioned their belief system. No, not their religion; their belief that developing their primary website – at the expense of almost all other digital marketing – is a laudable goal. They even have data to back up the argument, but I will argue that their analysis of the data is fundamentally flawed for a couple of very important reasons – Reason Number One – Automotive is not ecommerce. They analyzie the data as if they were analyzing an ecommerce site and that will inherently lead them astray. Let’s look at the ecommerce model for moment; everything must eventually funnel into the primary website to sell the product – to gain the conversion. With automotive that is not the case. With automotive, everything must eventually funnel into the physical dealership – not the digital one. Let’s face it, we’ve been talking about the website as being the ‘Digital Showroom’ for so long t...Read post

  • Get Creative with Fall Car Care

    For many Americans, October marks the beginning of fall. For some of the country, the leaves have already started to change and the weather is getting cooler, but for the automotive industry, October is known as Fall Car Care Month. The month of October presents the perfect opportunity for Service Departments everywhere to increase traffic by reaching out to customers about needed fall maintenance. Most dealerships will be offering tips and savings to drive people into their service drives and this type of marketing is a great idea and probably much needed. But, what if you did something a little different this year? What if you decided to get really creative with your fall car care marketing? Instead of just delivering tips and savings to customers, what if you hosted targeted events at your dealership? Check out these two event ideas to promote fall car care by getting creative. Host a DIY New Owner’s Clinic This year think about hosting a DIY event in your Service Department. I...Read post

  • 3 Birds Marketing Unveils New Corporate Website in Support of 3 Birds ME

    3 Birds Marketing, the premier customer demand generation and retention marketing platform and solutions provider in the automotive retail space, has unveiled its all-new corporate website at The completely redesigned website supports the recent rollout of 3 Birds ME (Market Effectively), an all-new digital solution for connecting and communicating with today’s automotive consumers.Read post