Dealers and their ad agencies have been asking Google for more transparency and guidance as they work to keep pace with the tech giant's growing portfolio of marketing tools.
Google heard them and is releasing what it calls its first dealer "playbook" to lay out the basics and best practices for its platforms. The playbook, which will evolve alongside Google's products, was set to be unveiled today, Sept. 18, during the Digital Dealer Conference & Expo in Las Vegas. Automotive News was briefed on the document in advance. Google plans to release the playbook later this year.
Google says the playbook will help dealerships maximize their digital-marketing performance and capture consumers who are increasingly turning to mobile devices to research vehicles. The playbook will break down what consumers are expecting from dealerships in the digital age, while providing information on Google's platforms such as search and YouTube. It also will dig into Google's measurement capabilities.
The playbook comes as dealerships are investing millions of dollars online to attract consumers who are doing more research and visiting fewer dealerships before making a purchase. In a recent study, Cox Automotive found that 40 percent of buyers only went to the store where they purchased or leased.