The auto space is becoming increasingly competitive. 69% of buyers start their purchase journey with little to no knowledge of the vehicle they end up buying. Having an integrated and comprehensive search strategy can be the difference between a sale and models sitting on the lot. Join Amanda Pasciolla, Automotive Vertical Analytics Lead at Microsoft, as she presents unique Bing Ads research that includes: The inter-relationship between OEM, Tier 1, Tier 2 and Tier 3 properties on the SERP (search engine results pages), and the quantified effect of position on performance and efficiency. Consumer behavior and the role of the impression driving purchase intent when new vehicles are being researched. Growing threat of increased competition on Brand and Segment queries, and the result it has on performance. Understanding the hidden value of conquesting and the ability to drive awareness for your brand to ward off cross-shopping threats.
Primary Learning Objectives:
- Drive performance and efficiency by appearing in the right position at the time on the SERP, based on query intent.
- Align your strategy with consumer behavior to drive brand awareness and reduce competitive consideration.
- “OWN the SERP” - a digital strategy to prevent conquesting while driving more clicks and impressions for your brand.