Things About In-Market For Search That Car Dealers Need to Know

Things About In-Market For Search That Car Dealers Need to Know

What are in-market audiences?

You may have noticed that we’re pretty excited about “in-market” for search from Google ads. If this is something that’s new to you, then let’s begin by defining how Google determine who’s “in market”.

To qualify someone as being in-market for a specific product or service, Google takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits. In this way, Google accurately categorises users so you can target those most interested in your offerings.

For example, if Bill searches Google for “Jaguar XKR”, “Jag XKR” and then “Black Jaguar XKR” you could say with some degree of confidence that Bill is in-market to buy a Jaguar XKR. But what if Bill searches for “Jaguar XKR scale model” or “1:16 Scale XKR plastic Kit”?

Although finding exact details as to how Google determines who is or is not in-market isn’t easy, we have to believe that the algorithm behind this is pretty sophisticated. The clue to this lies in the “and subsequent conversions” piece of the above statement. Due to the widespread use of Google Ads conversion tracking and Google Analytics goals across the web – if anyone has a handle on which keywords convert, it has to be Google right?

What types of in-market audiences can car dealers use?

At the last count there were 170 unique in-market audiences available for you to target in Google Ads. For car dealers, this narrows down to the following broad categories:

  • Car Parts & Accessories
  • Car Repair & Maintenance
  • Motor Vehicles
  • Vehicles (other)

And then thinking slightly more outside the box you also have:-

  • Car Loans
  • Car Insurance

Within each of those categories, you then have sub-categories:-

  • Motor Vehicles
  • Motor Vehicles (New)
  • Motor Vehicles (used)
  • Motor Vehicles by Brand

Within “Motor Vehicles by Brand” we have 42 of the top selling brands from Audi to Volvo.

“Motor Vehicles by type” covers 19 types such as saloon, Sports Car, Vans & Minivans etc. Each of these sub-categories has a further sub-category for both new and used vehicles.

What information can we see?

This is all pretty new so we’re still experimenting, but it’s not hard to see the possible implications of “in-market” audiences.

Let’s say we’re running a search campaign for a “Mazda MX5”.

We would create our keywords, ad groups and ads as normal but we would also “attach” any in-market audiences we think might behave differently to the standard person searching this term.

So the immediately obvious in-market audiences that would be relevant to this car would be:-

  • Motor Vehicles by Brand > Mazda
  • Motor Vehicles by Type > Sports Cars (used)
  • Motor Vehicles by Type > Convertibles (Used)

But we could also look at more general categories such as

  • Motor Vehicles (New)
  • Motor Vehicles (used)
  • Car Loans

The key factor being that we can attach these audiences to each campaign or each ad group in “Observation mode”. What this means is that our ads are shown to the wider audience as normal, but we can see the KPI data broken down by the audience.

This allows us to monitor the performance of our campaign when shown to each category of in-market audience.  

Let’s assume we’re trying to see how in-market audiences impact click-through rate. The grab below shows how the CTR changes depending on which audience is viewing the ad.

In the example below, we can see that the ad is at its most compelling when shows to people in-market for a car loan and at its least compelling when shown to people in-market for the Mazda brand.

What’s more interesting perhaps is that even the least engaged audience in our example is leaps and bounds ahead of the general audience, which has a click-through rate of less than half of one percent!

How can we use that information?

Here’s the really clever part. We can adjust the amount per click that we’re willing to bid for each audience.  

If we’re willing to pay 25p per click for just anyone who searches for “Mazda MX5”, wouldn’t we be willing to pay more for someone that we “know” is in market for a “used sports car” – or for someone who we “know” is in market for a “used convertible”?

Things About In-Market For Search That Car Dealers Need to Know
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AdWords Rebrand

AdWords Rebrand

The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.

For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses. To learn more, visit this post.

AdWords Rebrand
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Introducing the mobile Speed Scorecard and Impact Calculator

Introducing the mobile Speed Scorecard and Impact Calculator

Consumers’ expectations for faster and better digital experiences are on the rise. The mobile web is no exception. But the thrill of the hunt, whether it’s researching the best hotel deals for spring break or buying a new pair of sneakers, is often hindered by slow mobile sites.We’ve all been there: eagerly anticipating a mobile site to load and then abandoning it out of frustration. It’s a challenge most businesses struggle with. In fact, 53% of visits are abandoned if a mobile site takes more than three seconds to load, according to Google data from 2016.1See how you stack upThis morning at Mobile World Congress in Barcelona, we introduced the mobile Speed Scorecard: an easy-to-use tool that allows you to compare your mobile speed with other companies’.2The Speed Scorecard shows the speeds of thousands of sites from 12 countries across the globe. It’s powered by Chrome User Experience Report, the largest database of real-user latency data for how Chrome users experience popular destinations on the web.3Here’s a sample scorecard: Fictitious companies usedWhen it comes to mobile speed, we recommend that a site loads and becomes usable within five seconds on mid-range mobile devices with 3G connections and within three seconds on 4G connections. Introducing the mobile Speed Scorecard and Impact Calculator

thumbnail courtesy of googleblog.com

Introducing the mobile Speed Scorecard and Impact Calculator
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Responsive Ads on Google AdWords

Responsive Ads on Google AdWords

Overview

The responsive, dynamic ad format for Google remarketing is having a big impact in the automotive sector.  Designed to be readable and compelling on any device, responsive ads have a far greater reach than static image ads and offer car dealers a way to promote their stock to both existing clients and new prospects.

How do responsive ads work

To create responsive ads, you first have to add a number of assets to adwords. These assets include up to four different images, short and long headlines a description, business name etc. Responsive ads are created by combining one or more of these assets depending on the ad size and format in question.

In the first example below, AdWords is using the square image, the long headline and the business name.

In the example above, AdWords is using the large landscape image, the square logo, the short headline and the description.

In the example to the left, AdWords uses the product images updated from the product feed uploaded into Google Business Data, the small logo, the promotional text and the price prefix “Only”.

In our final example, Adwords uses the product images updated from the product feed uploaded into Google Business Data, the small logo, the promotional text and the price prefix “Only”.

Why are agencies not using them so much?

Display/remarketing campaigns take a lot of work and require graphic design resources that pure search agencies often don’t have in-house.

Creating the images required for responsive ads can be a headache and a challenge because they have to look good on a huge variety of devices and channels. To achieve this with just four or even two images only is a real design challenge.

Responsive Ad Image Sizes

Landscape Image

Ratio: 1.91:1

Min Size 600 x 314

Rec Size 1200 x 628

Max File Size 1Mb

Example

Context

Square Image

Ratio: 1:1

Min Size 300 x 300

Rec Size 1200 x 1200

Max File Size 1Mb

Example

Context

Responsive Ads on Google AdWords
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Google Attribution

Google Attribution

In May, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers.

We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions.

Google Attribution is:

  • Easy to setup and use: While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.
  • Cross-device: Today’s marketers need measurement tools that don’t lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.
  • Cross-channel: With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.
  • Easy to take action: Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.

 

Results from Google Attribution beta customers

Last April, we shared that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads.

Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels.

HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding.

“With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events.
– Karl Villanueva Head of Paid Search & Display, HelloFresh

Pixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance.

“By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we’re running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes.” – Arkadiusz Kuna, SEM & Remarketing Manager at Pixers

Google Attribution can also help brands get a better understanding of their customer’s path to purchase. eDreams ODIGEO, an online travel company, knows that people don’t usually book flights or hotels after a single interaction with their brand. It often requires multiple interactions with each touchpoint having a different impact.

“Some channels open the customer journey and bring new customers, whereas other channels are finishers and contribute to close the sales. Google Attribution is helping us to understand the added value of each interaction. It enhances of our ability to have a holistic view of how different marketing activities contribute to success.”
– Manuel Bruscas, Director of Marketing Analytics & Insights, eDreams ODIGEO

Next steps

In the coming months we’ll invite more advertisers to use Google Attribution. If you’re interested in receiving a notification when the product is available for you, please sign up here.

Don’t forget, even before adopting Google Attribution, you can get started with smarter measurement for your AdWords campaigns. With attribution in AdWords you can move from last-click to a better attribution model, like data-driven attribution, that allows you to more accurately measure and optimize search and shopping ads.

Google Attribution
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New: AdWords Data Control makes Data Studio reports even easier

New: AdWords Data Control makes Data Studio reports even easier

Tuesday, November 07, 2017

According to research, 61% of marketing decision makers said they struggled to access or integrate the data they needed last year.1 And who can blame them, given how hard it is to gather data in one place and make it easy to understand? It’s not easy to pull reports in all kinds of formats, import them into spreadsheets or databases, calculate and derive fields, share it all with stakeholders … and then repeat the next day.

Google Data Studio was created to solve this problem. It’s a dashboarding and reporting tool that customers can use to connect all their data ― from Google AdWords, Google Analytics, DoubleClick Campaign Manager, Google Sheets and more ― and turn it into dynamic, self-updating reports that are easy to understand and share.

Now Data Studio has a new feature that makes sharing even more powerful: AdWords Data Control.

Choose Your Sources

Now Adwords Data Control lets each user choose the source accounts for the data they want to see in any Data Studio report. There’s no need to build separate reports for every user and account.

Suppose you have set data you monitor every day in your AdWords accounts. With Data Studio, you can build a report, then use AdWords Data Control to populate the report with data from your other active accounts. That makes it easy to monitor all the data for your business while also seeing individual accounts that interest you.

Are you a large organization with many websites for different brands, regions, or business units? Do you want to unify AdWords reporting and team KPIs across them all? Do you need to share data, collaborate, and add or revoke permissions at any time? Just build a template report in Data Studio, add the AdWords Data Control, and share the report across your organization. Every user will see their AdWords data in your curated report.

As always with Data Studio, you can pull data from over 127 AdWords dimensions and metrics, from CTR to conversions and average position. The reports are easy to share with your whole team or company, so everyone can make better decisions.

Getting Started is Easy

Data Studio comes with sample reports and templates so you can get started right away. Multiple data connectors help you import data from multiple sources ― like Google AdWords and Google Analytics ― into a single report. And now Data Control makes gathering and sharing data even easier.

New: AdWords Data Control makes Data Studio reports even easier
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