Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Google is testing out its advisor product with car dealers/buyers in the San Francisco Bay area. After having a mild heart attack and visions of "Tru Car" on steroids, I quickly realized that it will simply force marketing companies to re-structure their dealership offerings.
Although I am not aware of the ins and outs of its paid search as it pertains to car dealers, what I first noticed is that new car pictures are found on the front page of a search. As a car shopper, I would automatically be drawn to this type of ad. Generally speaking, when a potential car buyer begins his online shopping experience dealership loyalty goes to the bottom of the search criteria. I know when I am shopping I just want to go directly to the car I am interested in to get more information. I think google nailed down all relevant shopping information for consumers. I hate many car dealership websites that give consumers 800 different ways and different buttons to connect with them. Its distracting and confusing. Google used a simplified design with very few CTA which I love. They provide MSRP, images and what others have paid for that car in your area. As a consumer, this is all I need to know. I want to go into a car dealership and know that I left with the car I wanted and knowing that I didn't get screwed. So 5 stars for Google from me so far. The next step that is interesting is they allow consumers to contact all other dealers who sell that same car or who can get you that same car. This is the game-changing moment for me. If Google successfully attracts a large amount of volume to this advisor area and has a high conversion rate, which I am sure they will, it really devalues traditional SEO for local car dealers. It puts smaller dealers with Websites that are not as well-optimized as others the chance to get a lead that they otherwise would have never seen. I like it.
Is it a game-changer? I wouldn't call it that. Will it put a wrench in some marketing companies offerings. I think so. A lot of speculations so far. What are your thoughts???
I just can't wait until I open up the first Toyota Franchise KIOSK. Coming to a Vegas Mall near YOU!