CarGurus’ research piece ‘Paid Search: A digital marketing tactic on the rise for UK dealers’ delved into the most effective way to connect with today’s car buyer specifically through this marketing channel.
Its study showed that digital advertising spend has increased by 44 per cent since 2016 and isn’t showing any sign of stopping, with 40 per cent of car dealers’ advertising budget being spent on paid search alone.
According to its White Paper, as the number of dealerships visited has dropped, the initial research stages through Google searches have become a crucial part of the buying process.
The figures show that 84 per cent of car buyers used a search engine as part of their search journey, while 50 per cent actually found their car dealer through search.
The challenge for dealers is the number of very specific keywords they need to target to achieve success. CarGurus’ research found that dealers running their own paid search programmes typically targeted around 150 keywords, whereas those using a paid search service targeted around 500.
However, as the US-based business explained, its software – developed for its own growth strategy – runs on average an incredible one million keywords for each dealer it works with.
Read more here
Join us in Madrid, November 12-15 for the Global Online Marketplaces Summit.