Study on automotive brands presence in Google Adwords:
The study was conducted over a 2 weeks period.
We have taken, as a basis, Toyota keywords as well as more generic words like car. For every request made on Google with Toyota keywords, our tool visited the advertisers website. Then, it analyses the sites content, generates keywords combinations and declinations, extracts everything and makes new requests on Google.
We’ve compiled 2 analyses with 1 week intervals on Google targeted french Canada.
It’s difficult to report the investment in dollars made by the competitors over a period. That is because we can’t have acces to some campaign parameters such as: time display, daily budget, if campaigns are open in contextual, keywords settings.
To get an exploitable comparison, we created 2 indices to view and analyze competitors behavior:
- IPS, Search presence index, gives in % and in value the positionning of any label.
- IUK, Keywords use index, gives in % and in value the number of keywords or phrases used by all advertisers by brand.
The first chart shows the IPS by brand. It counts 73 advertisers that really are Toyota competitors. Were excluded resellers auction type, sites like eBay or automotives information sites.
GM sets appart from its competitors. Note that under GM, all brands of the group indicated on the right are represented.
Mazda, followed by Jeep Chrysler Dodge, complets the winning trio. Toyota and BMW arrive tied in 4th place.
Mercedes, Acura, Kia and Subaru closed the march with 1 advertiser by brand. Note Mercedes announced over the period only for Smart.
In short, GM brands took over a quarter of Google campaigns with 19 campaigns. Toyota posted 6 and Mazda, 11.
Graph - Keywords use index
The second chart shows the IUK by brand. It lists 4650 words or phrases that have triggered a posting on Google.
The logic of the first rank is not complied with what is normal, but the gap between the number of words for the first trio is less important.
Mazda holds 18.73% with 871 words. GM ranks second with 16.67% for 775 words. Toyota is third with 15.48% for 720 words. Mercedes and Acura close the march with 0.06% and 0.02% respectively 3 and 1 word.
If we do the same exercise for GM, ie combine the results of Toyota and Lexus, it gives 18% to 837 words. Toyota passes in 2 position. Mazda posted 9 dealer campaigns for 2 corporate campaigns.
Toyota, 3 Corporate campaigns, including certifie.toyota.ca for 3 dealer campaigns.
GM had 18 corporate campaigns for 1 dealer.
The operation of Adwords, or other comparable system, is directly linked to the number of keywords or phrases that could trigger a display and we are not talking about click, but only display. It appears that Mazda at the best IUK rates over this period.
