Nissan UK Drives Store Visits with AdWords
The average car shopper today makes just two dealership visits in their search for the perfect ride. That’s because today’s car shoppers turn to mobile to research models, find deals, and get real-time advice before visiting a dealership. Nissan UK saw this as an opportunity, and transformed its measurement strategy to drive its business forward. Using store visits, the auto brand can see which search keywords and campaigns are actually driving people into its dealerships. ----------------- Transcript ----------------- When you get your first car, suddenly, there's that little bubble that you live in, where you can do whatever you like. I got this little old car: the top half was brown and the bottom half was gold! But what it meant was you could then start to just do things on your own. So there’s a sense of freedom. Buying a new car is one of the more important decisions. There’s this whole piece of discovery. At the start of their car-buying journey, they go to search. People turn up to the dealership pretty much in mind the car they want to buy. We know that people have a lot more confidence now in online research, but the main reason they still are going to dealers is for that personal aspect. What AdWords is enabling us to do is fight the fight in the right place. We’re able to map buyer journeys. It's all about finding people and reaching them in their moments of intent. On mobile, we’ve seen 6.04% conversion rate store visits from search clicks and an estimated ROI of 25 pounds. When we actually go into AdWords, we can go all the way down to keyword level, which kind of keywords are actually driving people into dealerships from our search activity. And that's when the dealer has the ability to really make it brilliant. Customers do so much before they come to the dealership. It's really important that once they get here, we give them exactly what they need. For the first time, really, this has given us a tangible connection between online and offline. Now we’re able to find out that somebody searched for us and then they went and bought a car. That’s kind of getting close to the Holy Grail.