1. Right customer, Right Place, Right Time!
Using 1st and 3rd Party Data to Reach the Most Valuable Audience
Candace Jordan I Agency Development Manager I
Tannis McKenna I Agency Development Manager I

2. Tannis: Buying a car moving to LA
Candace Jordan
Agency Development Manager
Tannis McKenna
Agency Development Manager
Tannis: Buying a car moving to LA
Candace: Surprise circumstances of why

3. 28 16 10 6 5 One change can bring about another… Data supports that %
Lifestyle needs can trigger buyers to decide that it’s time for something new
Data supports that 28 16 10 6 5
Financial situation improved
Growing family
New or changed job
Moved to a new place
Started working on a degree or professional training % % %
Source: Google CB 2016

4. 47 31 21 14 Practical reasons can also prevail Data supports that %
Sometimes new offers or features make buyers start thinking about a new car % 47 31 21 14
Needed to replace a vehicle
Just wanted a new vehicle
Wanted better fuel efficiency
Noticed a good offer or promotion
Needed an additional vehicle
Data supports that
Source: Google CB 2016

5. Metaphor
Needle in a haystack metaphor - How do you find the one person who’s looking for what you’re selling in a boat of people who aren’t, sailing in an ocean of people selling the same thing?

6. The How Engaging with previous visitors and utilizing your CRM data
Combining all of the audience information that we have together
Attracting customers who are looking, but not at you
Capturing the attention of customers focusing on your competitors

7. Candace: James Brown
Why engaging with previous site visitors and leads in crm is impt
Using previous info to re-engage with other services
Remarketing & cus match

8. So, do shoppers not need dealer service any more?
When you are focused on new car sales the leads are going to go stale fast. When you are in that mindset you think your leads you aren’t using the data to it’s full potential. But you have to. It’s extremely impt your customers fall into the 65 and not the 25
Speak to data
65%: Engage all the time to build loyalty, esp lease ending (how
25%: Keep these on as evergreen
10%: we aren’t focusing on today (voice over)
The answer is no.
The reality is that they reach you through different routes, quite off the path we used to know before.
Source: Google Path to Purchase 2016

9. Single view of a consumer Maximum relevance on Search, YouTube, Gmail
Introducing Customer Match Use your lists to reach the right customers across Search, YouTube and Gmail
Rich 1P data
Single view of a consumer
Maximum relevance on Search, YouTube, Gmail
Privacy-first
How do we make sure that we are getting you into that 65% - Customer Match
Customer Match brings together the power of 1st party data and the reach of Search, YouTube and Gmail. It’s easy to onboard with Google and get started. Use addresses as an identifier to connect with your most loyal customers and engage new ones, regardless of their device.
1P Data
Use what you know about your customers to engage existing customers and build new audiences more effectively
Single View
addresses as an identifier enables enhanced cross device targeting
Max Relevance
Create tailored ad experiences for some of the most powerful platforms on the web
Privacy
Maximize security and privacy by hashing addresses

10. Strategy for using YOUR CRM data
Lease Renewals
Service Appointments
New Vehicle Launch
Warranty End Dates
How many people in here have a successful strategy? Repurpose that for customer match
If you are sending out s for lease renewals or oil changes and repurpose some of that same messaging to banner ads and text ads - timing and flighting is appropriate

11. In addition to lead data you also have behavior data at your disposal you may not be taking full advantage of
Dealer websites - along with search engines and online video are all the upper right quadrant, why this is incredible impt
Source: Google CB 2016

12. Digital is the #1 source used
And out of all those 19 digital touch points, dealer sites are #1 source used by the shoppers who then take action
Automotive Shopper Path to Purchase, Millward Brown Digital and Polk, September 2015
Soure: Automotive Shopper Path to Purchase, Millward Brown Digital and Polk, September 2015

13. Returning visitors are...
52% more likely to click on your ad
35% more likely to convert
5% more efficient
So what do we do with this knowledge, we rethink our remarketing strategy
Everyone who visits your site becomes part of various lists - you can use these rich insights across display and search
In addition to lists, use rich insights from your website and/or app to remarket to past visitors on Search + Display. Leverage Google’s cross-device reach, sophisticated automation and beautiful creatives to target users during intentful moments and maximize your chances of winning them.
Remarketing List for Search Ads
Returning visitors are more likely to click on your ad and convert at a lower CPA.
Display remarketing, including apps
Google wins on reach + scale: #1 reach on desktop and mobile
Source: Google CB 2016

14. Strategy for using YOUR site data
Lease Renewals
Service Appointments
New Vehicle Launch
Warranty End Dates
How many people in here have a successful strategy? Repurpose that for customer match
If you are sending out s for lease renewals or oil changes and repurpose some of that same messaging to banner ads and text ads - timing and flighting is appropriate

15. Strategy for using YOUR site data
Lease Renewals
Service Appointments
VDPs
Promotions
New Vehicle Launch
Warranty End Dates
How many people in here have a successful strategy? Repurpose that for customer match
If you are sending out s for lease renewals or oil changes and repurpose some of that same messaging to banner ads and text ads - timing and flighting is appropriate
Form abandoners
Financing Pages

16. Moving Cars Awareness Influence & Consideration Drive Sales
“I think I need a new car but which one?”
Awareness
“What features do I need? Where should I buy?”
Remarketing
Influence & Consideration
“Where can I get the best deal?”
Drive Sales
RLSA
Customer Match
How to remarketing
“Okay, now what?”
Loyalty

18. 53 %
of auto shoppers bought from a dealer with whom they had no prior relationship or familiarity
You have to be prospecting. You have to have a strategy in place to constantly seek out potential customers who haven’t had a chance to
Source: Google CB 2016

19. Introducing Similar Audiences Use your remarketing lists to find potential customers
Select a remarketing list
Similar Audiences automatically enabled helping you find new users
Original Remarketing list is automatically excluded

20. Now available for Search
Searched on Google.com for Honda Dealer North Jersey’ and visited site "hondadealerexample.com"
Searched on Google.com for: Honda Dealer NJ, Best Honda Dealer in the last 24 hours

21. of buyers researched online before they purchased at a dealer
Researching online & then buying offline is a common behavior 84
of buyers researched online before they purchased at a dealer %

22. Introducing In-Market Segments Use Google’s data to find new prospects
Consumer research
Visit blog discussing electric cars
Click ad for hybrid to see interior on manufacturer site
Views and clicks on related ads
Product or service listings
Car safety site for electric cars
Content with strong conversion history to related segment
Revisit manufacturer site to read pricing options
Recency and frequency of visits
Visits site to see options for car financing

23. In-market for Automotive & Vehicles
Motor Vehicles
Vehicles (Other)
Motor Vehicles
(By Type)*
Motor Vehicles (By Brand)
Motor Vehicles (New)
Motor Vehicles (Used)
Commercial Vehicles
Boats &
Watercraft
Campers
& RVs
Bicycles & Accessories
Classic Vehicles
Compact Cars
Convertibles
Coupes
Crossovers
Diesel Vehicles
Hatchbacks
Hybrid & Alternative Vehicles
Luxury Vehicles
Microcars & Subcompacts
Motorcycles
Off-Road Vehicles
Pickup Trucks
Scooters & Mopeds
Sedans
Sports Cars
Station Wagons
SUVs
Vans & Minivans
See ...callout**
** Brands: Acura, Alfa Romeo, Audi, Bentley, BMW, Buick, Cadillac, Chevrolet, Chrysler, Citroen, Dodge, Ferrari, Fiat, Ford, GM-Daewoo, GMC, Honda, Hummer, Hyundai, Infiniti, Isuzu, Jaguar, Jeep, Kia, Lamborghini, Land Rover, Lexus, Lincoln, Maserati, Mazda, Mercedes-Benz, Mercury, Mini, Mitsubishi, Nissan, Peugeot, Pontiac, Porsche, Renault, Rolls-Royce, Saab, Saturn, Scion, Seat, Subaru, Suzuki, Toyota, Vauxhall-Opel, Volkswagen, Volvo.

24. New Customers to Target
Understand and take action on your most valuable users with the new AdWords Audience Insights Report
Interests + Intent
Demo + Device
Action
New Customers to Target
Available Reach

25. Moving Cars Awareness Influence & Consideration Drive Sales
“I think I need a new car but which one?”
Awareness
“What features do I need? Where should I buy?”
Influence & Consideration
Similar Audiences
In-Market
Remarketing
“Where can I get the best deal?”
Drive Sales
RLSA
Customer Match
How to remarketing
“Okay, now what?”
Loyalty

26. How it works: Collapsed ad
A collapsed ad is displayed on the Promotions or Social tab to reach users
right in their inbox

27. How it works: Expanded ad
Once the collapsed ad is clicked, the expanded creative opens in the pane, for 100% share of voice

28. Gmail Lead Form Ads

29. Standard AdWords Pricing
Key benefits of Gmail ads
Optimum Delivery
Standard AdWords Pricing
Native Format
High Performance
Frequency capping maximizes how often users see your ad
Pricing is based off a cost-per-click
on the collapsed ad
See open rates of up to 6.6% on average
Performance on par with – or better than – other display placements

30. Tips & Tricks Creatives
Ensure that your message is easy to read and understand within the ad
Make your call-to-action direct and prominent to entice users to your site
If you have something special to offer (exclusives, promotions), make sure to highlight it in your ad text
Coordinate your colors and images in your ad to match, and use easy-to- view colors for backgrounds and fonts
Balance the use of text and images within your Gmail ad
Direct users to the most relevant landing page
Targeting
Target relevant locations & languages and all devices
Turn on Conversion Optimizer
Use standard delivery unless you are concerned that you will not serve the full budget
Use day-parting if you find performance varies by time of day
Consider a “run of network” strategy to increase traffic (placement “mail.google.com” without any additional targeting criteria)

31. People you know People you don’t know Searching Watching YouTube
Display Remarketing on web + app
Customer Match in AdWords
Remarketing Lists for Search Ads
lists
Remarketing lists of previous
site and app visitors
Watching YouTube
Checking Gmail
Surfing the web
Engaged in apps
Full coverage across mindsets and devices
People you know
Loyal customers
Similar Audiences
In-Market Audiences
Luxury Vehicles
Past purchasers
SUVs
Parts and Services
New users who act like your
People you don’t know
Prospects with active intent to purchase

32. Combine audiences to improve performance
Google’s audiences types should be complementary when used together
Similar User data
No Audience Data
People who’ve interacted with your website
People who’ve yet to interact
People who’ve interacted with your brand
Remarketed traffic
Customer Match traffic (CRM)
No audience data yet
Demographic Data
Your Data
Google Data

33. close

34. Moving Cars Awareness Influence & Consideration Drive Sales
“I think I need a new car but which one?”
Awareness
“What features do I need? Where should I buy?”
Influence & Consideration
Similar Audiences
In-Market
Remarketing
“Where can I get the best deal?”
Drive Sales
RLSA
Customer Match
How to remarketing
“Okay, now what?”
Loyalty

35. Thank You!
Please contact your agency for any additional information