Autos: Google Cars Beta at the Digital Marketing Strategies Conference

It's Not "Pay Per Click" it's "Pay Per Lead" for Google Cars 

Google is essentially an aggregator of data. They just happen to be better than say 90% of their competition. They have succeeded in search by delivering the “customer” to exactly what they are looking for. Therefore it makes sense they would want into our Dealership's DMS. At the Digital Marketing Strategies Conference recently in Orlando I was able to take the new Google Cars BETA for a test drive via Google’s Michael Rose.

They are currently testing the product in the San Francisco market and by the time it gets to you a Google Cars prospect will cost "lower than $20 but higher than $10" per lead depending on the brand represented. The interface is clean and shows up similar to Google "news" or "images" might in a related search. Essentially Google has taken the middle man out of vehicle searches. You’ve been warned Autotrader and Cars.com. We don’t need you anymore. You’re probably thinking right now…”doesn’t this mean Google’s paid search business going to take it on the chin?” Well I’d argue that Google is betting on you (and everyone else) still playing (and paying) there anyway.

Another couple of takeaways from the Google Beta: For one Reputation Management Reviews will be not be integrated into the inventory search (Bummer!). Also only dealerships within a 25 mile radius of the customer will be shown in a specific inventory search. A dealer will also be able to set a maximum amount of leads each day that they are willing to pay for, after which a customer will have to "Click to Call" if they want to contact that dealer about specific inventory. 

Also for the first time Google is actually going to deliver first and last name into our CRM (which is a major break from their privacy protocol). A dealership will also be limited in the amount of times they can contact a customer (by phone through Google voice & e-mail) a maximum of 6 times. Michael said during the initial BETA test one dealership contacted a customer 14 TIMES IN THE FIRST DAY OF CONTACT. The system will only reset when a customer actually replies to dealership correspondence. 

Google is coming folks. And we better get our inventory data in DMS clean because Google found 90% of the data they initially pulled in BETA, unusable.

What do I like? I like that Google is trying to keep consumers focused on locale (25 mile radius). I like that they are pushing towards simple CRM integration. I love that they value the number of customer touches (limited to 6) putting some pressure on dealers to focus on content not just quantity of contact.

What don’t I like? The cost per-lead. It’s way like OMG the same price that every other third party lead provider has ever charged for a lead. One day the car gods just decided an in market prospect should cost $20 dollars…and since then it has always been the same.