Google's Take on Local Search

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For dealers, local search is often overshadowed by national campaigns. Google's automotive specialist explains how it can be used to reach prospects at key decision points.

The web is global, but car dealerships are local. And as a result, dealers -- who are accustomed to thinking in terms of regional advertising -- sometimes overlook a critical marketing channel. That's important for the agencies who represent dealers because the major search engines, even with their worldwide reach, now have a strong local component. By factoring in the searcher's IP address, they "know" where the search is being conducted from, and can deliver their results accordingly. That means that a car buyer in Chicago will get somewhat different search results than one in Boston, Houston or Los Angeles.

For dealers, local search is an advertising medium of great flexibility and accountability-- and one that can reach prospects at the very point when they are making vehicle purchase decisions. According to J.D. Power, 89 percent of car shoppers use a search engine as part of their research. And a survey we at Google conducted through Media-Screen found that 72 percent of respondents used a search engine to help locate their local dealership.

Advantages include:

1. Accountability. Unlike newspapers, which represent one-third of the $8 billion spent each year in dealership advertising, and unlike television and radio as well, web advertising is paid only when it delivers results. Charges are based on cost-per-click or on "impressions" -- the number of times an ad is displayed -- not on column inches or air time. Not surprisingly, dealers are increasing their expenditures in both web advertising and direct mail-- the two most accountable channels.
2. Precision. With a strategic mix of search terms, dealers can reach prospects who are actually researching specific models, looking for a test drive or trying to replace a broken water pump. They are in the act of shopping, not just reading the headlines or watching the news.
3. The ability to market all profit centers. With traditional channels, the showroom takes precedent, even though the service bay may be more profitable. A well constructed dealer website and the keywords to drive in traffic can highlight the rest of the business: service, finance parts and accessories.

Where you come in
For dealers, the barrier to making effective use of local search is often a lack of expertise. That's your opportunity as a media agency. You already understand the industry, and that understanding, along with your knowledge of web marketing, can make you the ideal candidate for translating the sometimes confusing world of local search into terms your dealers and clients understand.

In addition, your affiliation with a major search engine gives you an alliance with a strong brand, one that has instant recognition for your existing clients and can open the door to new ones. That affiliation usually starts by being certified in an advertising professional program, such as Google's Qualified Advertising Professional Program, which will give you the skills you need to build and manage search accounts. Most of the major search sites now have these programs, which offer search engine marketing training, tools for managing client accounts and, ultimately, a qualification process that distinguishes you as a skilled professional.

Creating a local search program for your client
Among the most important skills in creating a local search program is creating the right mix of keywords. The task takes experience and imagination-- it is as much an art as a science. In most cases, there are multiple car models, configurations and alternative names (sedan, coupe, convertible, et cetera), as well as modifiers that are part of the vernacular (i.e., heavy-duty pickup truck). As a result, a single dealer may need to use between 5,000 and 10,000 keywords. Remember, while basic terms such as "new car" may drive the highest volume of traffic, more specific and lower volume terms such as "2003 Chevy Tahoe price" will likely drive lower funnel, higher-converting shoppers.

Another skill is the ability to interpret the data to help dealers evaluate how their advertising dollars are spent. The search sites will give you plenty of raw data: the number of ad impressions, clicks to the dealership website and activity reports on each keyword. You can add tremendous value by combining this raw data with purchase activity -- phone calls generated, email leads and other activities done within the site -- helping turn that data into strategic information that the dealer can use.

Last, but not least, you can help ensure that your clients' websites are worth the click, meaning that they are easy to navigate, highlight all the profit centers, have directions and contact information readily accessible and reflect the friendly persona of the dealership itself. Most dealers begin by "just putting up a site." Only later do they refine their website into a true marketing vehicle. You can help by having an expert web designer, in-house or freelance, who is an ongoing member of your talent pool. Local search drives traffic to the website. And a well-designed website drives traffic to the sales floor