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Winning the Customer Experience

Honda and Acura DAA PresentationCarrie Steele, Head of Industry @ Google

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Help meFaster

WOW me Everywhere

Know me Better

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53%of consumers will abandon a mobile site if it takes more than 3 seconds to load.

Source: Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.7K, Global, March 2016

Average automotive site load time.

9s

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6.3s 5.7s

60/100 66/100

66/100 74/100

Acura DAA AvgHonda DAA Avg

Mobile Page Load

Mobile Friendliness

Desktop Friendliness

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Test my site

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63%of people expect brands to use their purchase history to provide them personalized experiences

Source: Google/Greenberg, Rising Expectations in Consumer Experiences, March 2017, U.S. (n of 1,501 consumers 18-54)

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Creating meaningful experiences for users

Intent Context Past Behavior

Which-Car-Is-BestMoments

Am-I-Getting-A-Deal Moments

Where-should-I-BuyMoments

Can-I-Afford-ItMoments

Is-It-Right-For-MeMoments

Are you winning the moments that matter?

Tier 1 Priority Tier 2 // Tier 3 Priority

Awareness Consideration Ready to Buy

Which-Car-Is-BestMoments

Am-I-Getting-A-Deal Moments

Where-should-I-BuyMoments

Can-I-Afford-ItMoments

Is-It-Right-For-MeMoments

Are you prioritizing the moments that matter?

Tier 1 Priority Tier 2 // Tier 3 Priority

MakeMake Segment

Reviews + Accolades

FeaturesModels

PriceMSRP

financing

DealsIncentives

Offers

DealerDealer Name

Geo

Which-Car-Is-BestMoments

Am-I-Getting-A-DealMoments

Where-Should-I-BuyMoments

Can-I-Afford-ItMoments

Is-It-Right-For-MeMoments

Prioritizing branded moments for T2

hondahonda SUV

acura mdx reviews

honda crvhonda crv mpg

acura rdx safety

honda leasehonda fit price

acura tlx finance

honda dealhonda civic for saleacura ilx lease off

honda dealerhonda near me

acura minneapolis

Tier 1 PriorityDealer Priority

Focus here for cost efficiency and branded coverage. It works!

Which-Car-Is-BestMoments

Am-I-Getting-A-DealMoments

Where-Should-I-BuyMoments

Can-I-Afford-ItMoments

Is-It-Right-For-MeMoments

Measuring Click Share + T2 Branded Opportunity

81% 57% 65% 28% 78%

72% 46% 57% 18% 66%

Source: Google internal data - Honda and Acura Brand Queries, Click Capture - April - June 2017 (Blue = Honda // Green = Acura)

Tier 1 PriorityDealer Priority

RDX owner

Visited SoCalAcura.com

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4brands considered

4Xsearch activity invehicle launch

Tier 1 (Model Ad) Tier 1 (Conquest)

Consider the Acura MDX - Lease a New Acura -socalacuradealers.com

Tier 2 (Audience)Tier 1 (more Model Ads)

Apply AudienceStrategy

Which-Car-Is-BestMoments

Where-Should-I-BuyMoments

Am-I-Getting-A-DealMoments

Can-I-Afford-ItMoments

Is-It-Right-For-MeMoments

Prioritizing moments beyond search

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HondaHonda SUVCR-VHonda HR-V

Honda dealerCR-V dealers near meHonda LA dealerHonda 90049

Now you can use powerful Search & Maps Search data to reach

audiences on YouTube

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Watched Honda video

Age: 45-54

Close to Dealership

In-Market for SUV

Gender: Male Visited SocalHonda site

MDX Owner

Like Owner

Technophile

Parent, In-Market for Honda

Get Smarter With Data

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of Domino’s pizzas were

ordered online in 2016 and

50%

“The tech company that

makes pizza”

50%of that came from mobile

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Thank You

HondaDAA@google.comAcuraDAA@google.com

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APPENDIX

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97%of users will abandon a task if they have too many form fields to complete

Source:

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Motor Vehicles(By Type)*

Motor Vehicles(By Brand)

See ...callout*

*

Motor Vehicles (New)

Motor Vehicles (Used)

Boats &Watercraft

Campers & RVs

Commercial Vehicles

Motor Vehicles Vehicles (Other)

** Brands: Acura, Alfa Romeo, Audi, Bentley, BMW, Buick, Cadillac, Chevrolet, Chrysler, Citroen, Dodge, Ferrari, Fiat, Ford, GM-Daewoo, GMC, Honda, Hummer, Hyundai, Infiniti, Isuzu, Jaguar, Jeep, Kia, Lamborghini, Land Rover, Lexus, Lincoln, Maserati, Mazda, Mercedes-Benz, Mercury, Mini, Mitsubishi, Nissan, Peugeot, Pontiac, Porsche, Renault, Rolls-Royce, Saab, Saturn, Scion, Seat, Subaru, Suzuki, Toyota, Vauxhall-Opel, Volkswagen, Volvo.

Bicycles & Accessories

Classic VehiclesCompact CarsConvertiblesCoupesCrossoversDiesel VehiclesHatchbacksHybrid & Alternative VehiclesLuxury VehiclesMicrocars & SubcompactsMotorcyclesOff-Road VehiclesPickup TrucksScooters & MopedsSedansSports CarsStation WagonsSUVsVans & Minivans

In-market for Automotive & Vehicles

Micro Moment Keyword Category Keyword Example

Which Car Is Best?

Make 2017 acura

Make Segment acura sedan

Review / Accolades acura MDX rating

Is It Right For Me?Specs acura RDX MPG

Models 2017 acura tlx

Can I Afford It?Price acura TLX price

Financing acura MDX financing

Am I Getting A Deal?Deals acura MDX lease deals

Incentives acura TLX Incentives

Where to Buy?

Dealer acura dealership hours

Dealer Name DCH acura

Geo acura dealership near me

Structuring for shopper intent

Micro Moment Keyword Category T1 T2 T3

Which Car Is Best?

MakeHonda: 64%Acura: 63%

Make Segment

Review / Accolades

Is It Right For Me?Specs Honda: 41%

Acura: 36%Honda: 2%Acura: 1%Models

Can I Afford It?Price Honda: 6%

Acura: 2%Honda: 26%Acura: 19%Financing

Am I Getting A Deal?Deals Honda: 2%

Acura: 1%Honda: 16%Acura: 10%Incentives

Where to Buy?

DealerHonda: 9%Acura: 1%

Honda: 66%Acura: 59%

Dealer Name

Geo

Bold is priority 1Grey is priority 2/3

Google internal data - Honda Brand Queries, Click Capture - April - June 2017

Honda & Acura Click Capture (v2)