By Sheryll Poe, NADA Contributor

If you want to win in the dealership, you have to win online and Google can help, according to Brian Benstock of Paragon Honda and Paragon Acura in Woodside, New York. Benstock joined Google’s Head of Industry, Automotive Retail Lissette Gole on the NADA Live Stage to discuss the evolution of consumer trends and how Google has helped his dealerships.

There are three major trends that are driving Google and the latest version of its’ popular Dealer Guide Book, Gole said: newer isn’t always better (consumers are increasingly considering buying used cars), they’re increasingly on their phones (69% of car buyers start researching on their mobile devices) and search is still number one.

See what Gole says is the future of Google advertising (hint: AI and machine learning) and how Benstock increased his store visits from 16,000 in 2018 to 32,000 in 2019 by shifting some of his budget to YouTube.

And be sure to catch our other live coverage all weekend from the NADA Live Stage.

Posted by NADA

National Automobile Dealers Association