GM's Chevrolet tops automakers in mobile paid search
GM's Chevrolet was the top automaker in mobile paid search based on Google impressions in January and February, followed by Chrysler's Dodge in second and Toyota in third, according to the latest stats from Kantar Media's AdGooroo.
This contrasts with the desktop paid search ranking, which puts Ford first, Chevrolet second and Honda third.
"Because of changing consumer behavior, mobile search has taken on greater importance for auto manufactures, as car shoppers now use their mobile device to compare models, prices and dealers while on the showroom floor," explains an AdGooroo blog.
One technique used by Chevrolet is to bid on the keyword "dodge challenger" to attract mobile shoppers searching for Dodge Challenger information to check out the Chevy Camaro.
"A surprising finding is that excellence in desktop/tablet targeting does not guarantee similar results in mobile. Despite the common wisdom that the two can be managed together in a more or less automated fashion, the results strongly suggest that this is not the case," Richard Stokes, CEO and founder of AdGooroo, is quoted by Mobile Marketer as saying.
"Although our report findings did not indicate auto manufacturers are more aggressive in mobile than desktop search, some auto manufacturers may be particularly aggressive in mobile search because consumers are often using their mobile devices to compare prices and models while they are actually on the showroom floor, giving car makers a particularly opportune moment to influence car buyers while they are making purchase decisions," Stokes concludes.
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