The last ten years have been punctuated by advancements in technology, and the pace is accelerating. The automotive industry is being shaped by autonomous vehicles, connectivity, electrification, and shared mobility. As I meet with OEM’s and business leaders, they consistently cite a fifth, equally important trend — the digitized customer journey.
With an amplification of online resources, car shoppers have become more empowered and ready to buy before reaching the dealership. In fact, 71% of auto purchasers do not submit a traditional lead, and 41% first communicate with the dealer when they arrive in person . The takeaway — you must
win online before you win in store.
We launched the Dealer Guidebook (2017) to help dealers prioritize Google Ads products. In just two years, our ambition for the industry has grown quite a bit. The Dealer Guidebook 2.0 is designed to help dealers integrate marketing automation and technology into their digital strategies.
Powered by machine learning, these best practices focus on delivering relevant messages to car shoppers at scale and connecting Google Ads investments to dealerships’ sales goals.
We’re proud to share a resource that will move the industry forward in transparency, efficiency, and profitability.
Download Google's Dealer Guidebook 2.0