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I'm back on the Google Beat covering the latest discoveries for the automotive industry on search marketing strategy. I want to thank Craig Waikem for commenting on my blog post about new Google PPC Adwords formats that collect email addresses.
What Craig shared was a landing page that was displayed when he clicked on a Google Adwords advertisement. It looks like Honda and Google are testing a number of new initiatives and not just Adwords formats with built-in email collection
What I saw was very chilling because of the Copyright at the bottom of the page: Copyright 2011 Google Inc.
The page in question can be found on this link: http://automobiles.honda.com/certified-search/google/. It is sitting on the Honda marketing website and it is a vehicle listing page that is very similar to what Cars.com, Autotrader.com, Everycarlisted.com and other classified websites display.
The page inserted by local ZIP CODE automatically based on my IP address and displayed Honda cars nearby my home, as shown below:
When you click on a vehicle, the vehicle detail page (VDP) looks like this:
It looks that Google is helping manufacturers (Honda) like an advertising agency, to create classified advertising campaigns. What would prevent Google from taking this one step further and create an entire network of car inventory listing website for all OEM's.
Is this something that the larger automotive classified websites should be worried about? Google obviously has access to Honda dealer inventory.
Should automotive advertising agencies be the one more worried? This microsite advertising model looks like a Tier 2 project (i.e. www.buyatoyota.com) that other companies offer. Tier 2 Automotive Advertising vendors should wake up and take notice that Google wants that business.
On a side note, I looked at the Page Source and the SEO tags are awful. This is a PPC landing page and most likely viewed as a dynamic websites with temporary pages not to be indexed. I was hoping to see how new techniques to help search indexing of Vehicle Detail Pages!
What do you think about this design and business model? Is Google crossing some of its top advertising partners?
Change is in the air....and as always I will do my best to keep you ahead of the curve.
Brian Pasch, CEO
PCG Digital Marketing
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