Welcome to Selling Cars with Google 107, the seventh in a
series of educational videos created
specifically for car dealers.
This presentation was put together by a team at Google
that works with car dealers across the country.
We've seen firsthand how Google can help you sell more
cars and trucks, while saving time and money.
We want to demystify how Google can work for you.
Selling Cars with Google 107 is focused on Google mobile
advertising.
Did you know that there's more than three times as many
mobile devices as PCs in the world today?
Within the next three years, mobile phones are expected to
reach half of the world's population.
Already, more people on the planet carry a mobile device
than wear a wrist watch.
And more people connect to the internet by a mobile device
than by a PC, a trend that's begun abroad and making its
way to the US.
For most of us in developed countries today, mobile phones
are already the first and last screen that we
look at every day.
It's the screen we carry with us and we look at our mobile
devices countless times each day.
The importance of mobile phones for voice communication
has taken off in recent years.
And they're now increasingly important as tools to find
data and for marketers to reach
their potential customers.
You might be wondering why mobile is becoming
such a hot topic now.
We see three key factors that explain the mobile explosion.
First, the technology is maturing.
Mobile computing and memory speeds are improving three to
four times faster than for PCs.
And prices for smartphones with data capabilities are
falling rapidly.
Second, increased competition is leading to better service
and better data packages for users.
As more people have mobile phone plans with unlimited
data access, there will be tremendous growth in the
amount of time spent on the internet via mobile devices.
Finally, we're in the midst of a fundamental platform
transition.
Many people are giving up their fixed landline and
switching to a mobile phone.
In fact, today if you own only one phone, it's more likely
that it's a mobile phone rather than a landline.
There's a very close link between owning a data enabled
phone, accessing the mobile internet, and using mobile
search engines like Google's mobile platform.
As you see in this graph, the percent of mobile phone owners
who use their phones to access the internet has been on the
rise and will continue to grow in years to come.
Along with it, the percent of mobile phone owners that use
mobile search.
This isn't surprising as it parallels the behavior of
regular internet users that often use Google as a gateway
to their experience online.
Each year, more and more people are using their mobile
phones for things other than making calls.
According to an e-marketer study published this January,
75% of the 25 to 41-year-olds in the United States use their
phone for taking digital pictures and for
sending text messaging.
46% use it for internet access and 40% use it for email.
These uses of mobile devices will only become more user
friendly and more widespread.
And other mobile capabilities will begin to appear as well.
For instance, in some countries mobile phones can be
used like credit cards to pay for items at stores.
Google is excited to help make your mobile phone experience
more useful and enjoyable.
And we're taking a two step approach to mobile.
The first is that we are making all of the services
people use on the web accessible and optimized for
the mobile device.
Whether it be search, YouTube, or our photo
sharing service Picasa.
Secondly, we are creating standalone applications that
can be installed on your mobile device to be able to
access your favorite Google products when on the go, like
Google Maps for mobile and our Gmail client.
Using Google on your mobile phone you
have to viewing options.
You can view Google in the classic form as seen above or
you can use a version of Google that's optimized for
mobile devices.
The mobile view has a few significant differences that
are meant to improve your experience
using Google on a phone.
As you notice on the right, the search page is optimized
for mobile.
It allows you to set the default location that's
helpful when looking for local information.
And you can also add weather, news, stock, and movie
information right to your default Google home page.
On the results page, you'll see that there's only one link
per result, that the descriptions of each result
are more concise, and that the pages optimized for mobile are
indicated by a small mobile phone icon below its listing.
Just like search via your desktop computer, Google is a
leader in mobile search as well.
Currently, 44% of mobile searches conducted in the US
are done using Google, more than any other
mobile search engine.
Mobile search offers car dealers and other advertisers
an opportunity to target customers actively looking for
information related to their products.
Just like with Google AdWords on your computer, mobile
search advertisers can bid on different key word search
terms, set the maximum price they're willing to pay, and
only be charged when their ad is actually clicked on.
We also offer the opportunity to opt into our mobile content
network and have your ads be syndicated across our partner
sites when the content of their mobile webpage fits your
advertising message.
These contextually based mobile ads also run on a pay
per click basis, so you only pay when your
ad is clicked on.
Taking a closer look at the Google mobile search ad, you
can see that the format is a bit different than it is on
your desktop.
Mostly the difference relates to having less text so the ad
takes up less space.
You also see the ad includes a phone number that viewers can
click on to be automatically connected to your business.
So in addition to the pay per click option, this click to
call feature allows advertisers to pay for each
phone call they receive.
Today's mobile ad formats is truly just the beginning.
We expect several new ad formats to develop that will
be effective for car dealers.
For example, mobile image ads will allow you to use small
banners on mobile content sites to use graphical ads to
reach car buyers when they're reading articles related to
their car shopping.
Another potential example are SMS ads which could allow you
to reach car shoppers by SMS text messages.
There's many other mobile ad formats that could become
important tools for your business in the future.
We hope you'll be interested in going mobile today with
Google mobile search ads and working with us to learn how
mobile ads can be best used to sell more cars.
This concludes Selling Cars with Google 107.
We hope you found this presentation useful.
Our next presentation, Selling Cars with Google 108, focuses
on dealer frequently asked questions.