Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Reading Chuck Barker's white paper on Google got me thinking about the current elephant in the room, www.google.com/cars/ . Brian Pasch had written a brief a few months ago, but I have heard little about it since. Guess what? It's still here.
Google is in the new car lead business, directly. You read that right, direct from Google: New Car Leads and Phone Calls. You can sign up for the program here: http://www.google.com/ads/auto/index.html
Think I'm joking here? Change your Google search location to Palo Alto and then change your zip code to 94301. Now search for 2012 Toyota Camry. Notice anything? Yeah, search inventory and direct quotes from Google appearing on top of the organic results, but below the SEM ads. When you click the Get Quotes button and enter the Cars sections, be sure to change the 'searching within' zip code to 94301. VOILA! Look at that. I tell no lies.
Or, you can go directly to the page here without viewing the SERP (change zip code to 94301 to see inventory): https://www.google.com/cars/
Now pay close attention to just how Google will send you that lead. Anonymously. Yes, a customer can search from any dealer in the area, get quotes and even calls from dealers, and yet the dealer will not know who that customer is. Oh and when a customer clicks on a specific VIN number, Google informs them that you may be able to get this vehicle from other dealers, so go ahead and click all 12 for quotes. As taken from the dealers sign up form "Consumers can choose to connect with you even when you don’t have a specific car in inventory. We know that you can order the car, dealer trade, or find other solutions to help consumers get the cars they want". Nice. But Google will charge you for this opportunity.
They also provide data similar to other pricing sites (TC, Edmunds, ect...) on invoice, MSRP and what others are paying. Click Google Price Info below the MSRP. Nice yet again. But for this great service, they will charge us nothing. Super.
Google has been perfecting this Ad Comparison program with the Mortgage side for some time now.
The folks at 3birds marketing have a nice comparison write up between the Google Mortgage Ad Comparison tool and the Cars Ad Comparison tool. Read it here: http://www.3birdsmarketingnews.com/Articles/Google-Comparison-Ads-f... .
One thing I find very interesting is that there are only a few OEM's available for search. Why is this?
Things that make you go hmmmm...... Are we ignoring the Red Line here? Or is this just a false alarm and they really don't have plans to make a 'bomb'? Any input from the Netanyahu's on the vanguard of automotive digital care to make the call?
Well, I digress for now.