- Sep 11, 2017
- 10
- 5
- First Name
- Jared
Is your Service Manager ready for winter $$
As people hold onto their vehicles longer, auto parts and service needs increase. And too often, people just don’t plan ahead. In fact, more than 40% of service shoppers need reactive versus routine maintenance.
In these moments, people look for help from a variety of places—from local mechanics to friends and family. But research shows that when people need information quickly, the first place they turn is search. Today, nearly 25% of all automotive searches are parts, services, and maintenance related. And that makes sense. Search not only gives people the information they need, but also allows them to take action. Of the auto parts and service shoppers who use mobile search, more than half call the service provider directly from a search result.
(Source: Google Internal Data, Fixed Operations queries. U.S., Jan.-Aug. 2017 vs Jan.-Aug. 2016)
Service Managers take note to this too...
******* Toyota has been leveraging video pre-roll to influence vehicle shoppers for several years. Recently, it tested our in-stream ads to drive awareness of its maintenance capabilities and a tire promotion, ******* Toyota created 30-second videos targeting people on YouTube who were interested in auto parts and service content, and also owned specific vehicle brands.
With a limited budget, ******* Toyota drove more than 42,000 video impressions (people who watched part or all of its 30-second videos) and only paid for completed video views (people who watched all 30 seconds). “Pre-roll videos on YouTube allowed us to drive awareness of our services to a targeted audience, more than 10,000 of whom chose to watch our video in its entirety,” said General Manager of ***** Toyota... “We only paid for those completed views and we reached customers who were in-market for auto parts and services.”
As people look to get the most out of their vehicle, their relationships with dealers, service providers, and parts retailers are changing. It’s more important than ever to make sure you’re fostering those relationships and that you’re part of the consideration set for the sale after the sale. By understanding how people shop for auto parts and services, you’ll be able to help them find you and keep them coming back.
As people hold onto their vehicles longer, auto parts and service needs increase. And too often, people just don’t plan ahead. In fact, more than 40% of service shoppers need reactive versus routine maintenance.
In these moments, people look for help from a variety of places—from local mechanics to friends and family. But research shows that when people need information quickly, the first place they turn is search. Today, nearly 25% of all automotive searches are parts, services, and maintenance related. And that makes sense. Search not only gives people the information they need, but also allows them to take action. Of the auto parts and service shoppers who use mobile search, more than half call the service provider directly from a search result.
(Source: Google Internal Data, Fixed Operations queries. U.S., Jan.-Aug. 2017 vs Jan.-Aug. 2016)
Service Managers take note to this too...
******* Toyota has been leveraging video pre-roll to influence vehicle shoppers for several years. Recently, it tested our in-stream ads to drive awareness of its maintenance capabilities and a tire promotion, ******* Toyota created 30-second videos targeting people on YouTube who were interested in auto parts and service content, and also owned specific vehicle brands.
With a limited budget, ******* Toyota drove more than 42,000 video impressions (people who watched part or all of its 30-second videos) and only paid for completed video views (people who watched all 30 seconds). “Pre-roll videos on YouTube allowed us to drive awareness of our services to a targeted audience, more than 10,000 of whom chose to watch our video in its entirety,” said General Manager of ***** Toyota... “We only paid for those completed views and we reached customers who were in-market for auto parts and services.”
As people look to get the most out of their vehicle, their relationships with dealers, service providers, and parts retailers are changing. It’s more important than ever to make sure you’re fostering those relationships and that you’re part of the consideration set for the sale after the sale. By understanding how people shop for auto parts and services, you’ll be able to help them find you and keep them coming back.
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