The purchase rate of cars online (EC sites) is 1%. Compared to other industries, it can be said that the number of people who purchase cars online is still small. However, even though 99% of consumers purchase a car through a dealership or dealer, they make the purchase decision after only “just one test drive” on average. Toyota Motor Corporation (hereinafter referred to as “Toyota”) investigated purchasing behavior, such as when users decide to purchase a car, and sought to promote purchases. We will analyze the new advertising operations launched by Toyota.
It is said that compared to other products, it takes a long time to consider and gather information before purchasing a car. Reasons include “the product itself is expensive” and “it takes time to compare with other companies.” It was found that 82% of users researched the car they were looking for online before visiting a dealership. And as mentioned above, 48% of people buy a car after just one test drive. This research shows that by the time many users visit a dealership, they have already decided on the car they intend to purchase.
If users are making purchasing decisions based on information obtained online, you will need to strengthen your appeal with ads that capture their interest and increase your chances of being seen.
“Butterfly circuit” is an information-seeking behavior in which users repeatedly “appear and disappear.” A general term for the random process leading up to a purchase decision. In order to increase contact with mobile users, it will be necessary to advertise widely to many consumers.
Up until now, Toyota’s ads have mainly focused on encouraging users to click. Users search for car models and brand names and are directed to the company’s website. However, this time, for users who are more influenced by “search results of search sites” than by “brand sites,” we will use the automatic bidding function of Google Ads to create a “target impression share” (where ads are displayed at the top of the screen, etc.). Ad delivery strategy (automatic bidding strategy) In addition to the car model, they selected a wide range of general keywords such as “cool” and “popular,” in order to get more people to see the advertisement and encourage a change in purchasing psychology (attitude change).
As a result, the number of ad impressions doubled with the same budget as before, and users’ intentions to test drive and purchase increased significantly.
Development/summary of search advertisements tailored to users
Toyota has redefined the purpose of “search advertising” with this initiative. By prioritizing making people aware of the appeal of our cars through search ads rather than the number of ad clicks, we were able to encourage a psychological change (attitude change) in many people as a result, which can be considered a major achievement. Probably.