Automotive

Drive motivated automotive shoppers to your web site or dealership.

As the most popular destination on the Web,¹ Yahoo! attracts millions of consumers every day. Yahoo! Search Marketing can help you tap the potential of this audience, by helping you connect with customers who are searching online for new or used vehicles.

Search and the Automotive Industry

Research indicates that many people who are in the market to buy a car turn to search before making a purchase.

• 72% of new car buyers and 62% of used car buyers go online to do research—and spend an average of 5 hours online—before they make an automotive purchase decision.³
• Search is used for automotive research by 40% of all new and used vehicle buyers—representing greater reach than any TV show or publication.³
• Vehicle purchasers use search 6 times on average, offering advertisers numerous opportunities to extend the reach of their brand.³
• Searchers are more likely than non-searchers to consider more brands and consider brands they haven’t owned before.²

What Yahoo! Search Marketing Can Do for Your Business

• The pay-per-click model used by Sponsored Search allows for 7/24/365 exposure, but you pay only when your ad is clicked.
• Clicks via search can be easily tracked through to the vehicle lead and ultimately the vehicle purchase, providing unparalleled visibility into cost effectiveness.
• Local Sponsored Search enables you to target keyword buys to your specific market area, so you can get your web site, dealership locations and offers in front of customers who are in-market in your area.
• The cost-per-lead for search is considerably lower than other media channels, such as direct mail, email and the Yellow Pages.⁵

Case Studies

Honda uses search to generate buzz and support its offline Super Bowl campaign for the launch of the Honda Ridgeline. More

Research Studies

"Automotive Consumer Preference Study," comScore, Inc., 2006
"Search is a Critical Component in the Auto Purchase Process," Compete, Inc., 2005

Best Practices

• Write ad listings that are responsive to a searcher’s query. Try to avoid using marketing taglines, as they are not usually the information customers are searching for.
• Make sure your business appears in both paid and natural search listings. High share of voice on search pages may increase a prospective customer’s propensity to click.
• Support your offline campaigns with search, as search is frequently the first place people turn when they’ve seen a brand message offline and want to learn more.
• Measure all key points of customer engagement on your site—not just leads—to understand the full value of your search campaigns.