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Guess Who Google Adwords Chose For Live Chat Services Inside of Adwords

The world of paid search is never boring especially when Google has been testing new paid "ad units" for the automotive industry.  


I wrote last month about the Google Advisor product (aka Google Cars) and now Google is testing an ad unit that includes LIVE CHAT powered by ActiveEngage.


That's right, Google Adwords is testing an "ad unit" that includes  live chat engagement.  Todd Smith, CEO of ActiveEngage must be very proud to have been chosen to pilot this new advertising strategy with the Google automotive team.

Adwords Chat Session


When you click on the "Live Chat" button on the Adwords ad, you get this screen:


The chat session is very clean and outlines the type of help that ActiveEngage will offer consumers who click on this ad unit.  When the conversion gets started, the chat dialogue box is what you would expect:



This new ad unit being tested will be one to follow.  Consumers have demonstrated that they will chat instead of calling or submitting a lead to a dealership or OEM website.


Google's Adwords team is on over-drive for the automotive sector.   It looks like the Adwords team is creating a compelling set of paid search strategies that promise to increase consumer engagement.   I look forward to sharing more information on this new Adwords format when the BETA test comes to an end.


New Google Adwords Strategies


If your head is spinning with the new paid advertising strategies now available from Google, you are not alone.  Dealers now have a long list of choices to increase engagement, branding, and conversion from Google paid search products:


  • Search Engine Marketing
  • Video Ad Units on Search Pages
  • Display
  • Retargeting
  • Video Pre-Roll
  • Chat Enhanced SEM Ads
  • Review Enhanced SEM Ads
  • Click To Call SEM Ads
  • Mobile Search Formats


If you would like to get the best strategy and roadmap for your dealership regarding Google paid search, join me and Anita Avram from the Google Adwords team at AutoCon 2012.  


Anita and I will be conducting a three-part workshop series on Google Adwords strategies.  You will not want to miss this set of workshops.


Get you and your team registered for AutoCon 2012 by July 31st to save: 





Brian Pasch, CEO

PCG Consulting


Views: 961

Tags: active engage, adwords, adwords automotive chat, adwords chat, chat


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Comment by Kelly Holloway on August 1, 2012 at 7:04am

Thanks for the kind words Tom. We appreciate your support of ActivEngage and are proud to be part of this new development with Google. 

Comment by Tom Gorham on July 31, 2012 at 4:13pm

Ralph, I with you on that!  OEMs shouldn't be competing with their franchises.  It's counter-productive.

Comment by Ralph Paglia on July 31, 2012 at 2:32pm

I always find it disconcerting when an OEM bids on a dealer's name, or does not use negative keywords to exclude their ads from showing up when a customer is searching for a dealer by the dealership's name. Dealers spend a lot of money on advertising in order to get people to search for them by their business name, and when an OEM inserts their sponsored link above a dealer's organic listing on Google, then sends that customer to select from the 4 or 5 closest dealerships, it has the effect of diminishing the value the advertising dealer gets from their local marketing efforts.  In the case above, VW Group has an ad that appears when you search for Karen Radley VW, which at a minimum should be directing the consumer to Karen Radley VW's website, as should the chat agent handling the customer who started off by asking for Karen Radley VW.  This is not a technical issue, it is easy enough for VW Group to do the right thing... This is a business policy conflict with the dealer who has marketed themselves well enough to be the beneficiary of a branded search for their dealership by local consumers.  If I was Karen Radley, or worked for her, I would be contacting VW Group to get this problem resolved.

Comment by Michael Del Priore on July 31, 2012 at 7:54am

Great way to connect to serious car buyers. I agree with Ralph that chat service should be sent to participating dealers, not the OEM.

Comment by Tom Gorham on July 30, 2012 at 5:26pm

As an ActiveEngage user, I'm not surprised they were chosen by Google. Great company!

Comment by Ralph Paglia on July 30, 2012 at 10:37am

I just did a search for Karen Radley VW, clicked on the Live Chat button and asked about Passat TDI... The Chat Rep sent me a link to view the model trim levels when what I asked about was available inventory... Not only that, the link was to a model configurator which then asked me to choose a dealership.  If I were a manager at Karen Radley VW, I would be upset that the Chat service sent me to an OEM site to select a different dealer!

Comment by Sean Rancier on July 30, 2012 at 10:35am

I am really excited to see what this can do for our dealership.  We have great success with our Chat strategy right now and to have it through Google would be fantastic.  I will definitely be sitting in on your workshop at AutoCon. 

Comment by Ralph Paglia on July 30, 2012 at 10:23am

Interesting development, and opens up another means of customer engagement from within a sponsored link... I wonder if including this feature when building an ad will be similar to Site Extensions?

Comment by Aaron Wirtz on July 29, 2012 at 7:35pm
Thanks, Brian. You're like a lightning rod for Google news! I'm anxious to read Ketty's thoughts on this.

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