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Car Makers Drove 14.4 Million Clicks From Google Ads In 2 Months (And That Doesn’t Include Mobile)

A whopping 177 automotive manufacture sites drove 14.4 million paid search clicks from Google ads on desktops and tablets this January and February.

Of those 177 advertisers, the top 20 advertisers (roughly 11 percent) accounted for 81 percent of the paid search clicks in the two month period, according to new data from search marketing intelligence firm Adgooroo.

Looking at desktop/tablet impression share, Toyota led the pack with its two sites: Toyota.com and Buytoyota.com. Ford.com, Chevrolet.com and Honda.com round out the share of voice leaders.

Another 23 sites battled it out for a decent share of visibility, while the remaining 149 advertisers accounted for roughly the same impression share as Chevrolet.com alone.

A look at the highly fragmented share of impressions in the automotive sector, AdWords Desktop/Tablet.

Adgooroo looked at a mobile performance as well and found a similar fragmentation among advertisers. Chevrolet.com and Toyota.com hold the top spots in mobile as well, but Dodge.com and NissanUSA.com each hold a larger share of voice on mobile than they do on desktop/tablet.

Adgooroo looked at a subset of keywords in their mobile analysis, so they did not provide click or impression data for comparison to desktop/tablet.

I asked Adgooroo about historical trends for the automotive sector on paid search. A representative provided the following desktop/tablet spend data on U.S. AdWords in the Automotive Manufacturer category:

  • 2010 $115 million
  • 2011 $165 million
  • 2012 $195 million
  • 2013 $178 million

Wondering why that steady growth trend appears to have slowed last year? Adgooroo suspects it’s on account of mobile, stating,

Although spend dropped between 2012 and 2013, we believe that dip is attributable to a shift in spend from Desktop/Tablet to Mobile Search. We do not have Mobile Search spend for 2013 because we debuted our mobile search product in 2014. However, our data shows that Mobile Search spend in January and February this year was at least $1.3 million and probably higher. Averaging the total for January and February ($1.3 million) over a full year, for instance, would add approximately $7.8 million to the Desktop/Tablet total, without even considering seasonality.
Source:http://searchengineland.com/

Views: 79

Tags: adwords, car, google, manufacturers

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Comment by Manny Luna on April 2, 2014 at 5:42pm

Thanks Louie!

Here are some comments from G+

That's great, but automakers in the U.S. don't sell cars off of their websites--they sell through dealerships.  In fact, according to a recent Korrelate study, 40% of car buyers didn't even visit the automaker's website in the 30 days prior to buying.  So by focusing only on website visitation and last click attribution, we might be focusing on metrics that aren't as important as others. 

I think this presents more about the proportionate success of one site against others. It doesn't draw any causal link from the data provided, to actual sales figures. That's obviously a little more complex. For instance, how many impressions do you get from a buyer before they purchase? What is the proportion of conversions vs regular clicks? This is one of the reasons why I watch Automotive marketing. The justification of ROI must be so hard to nail down. 

Source: https://plus.google.com/+MarcelloBardini/posts/eNFJFvGyZVJ

Comment by Louie Baur on March 27, 2014 at 6:51pm

Good stuff Manny!

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