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Which Brands Have the Most Effective Search-
Engine Campaigns?
July 30, 2008
SCOTTSDALE, Ariz. — iCrossing, a digital marketing firm, released the results of
a study Wednesday that measured which automakers are the most visible when
it comes to Internet search-marketing campaigns.
The Vertical Visibility Index: Automotive, which analyzed paid- and natural-
search media, found that Chrysler, General Motors and Nissan North America
had the highest scores for combined visibility.
In other words, the index suggested those three OEMs are doing the best job at
combining natural- and paid-search campaigns to yield the most results.
Meanwhile, Ford was the top manufacturer in natural-search visibility with a 22-
percent share, followed by GM at 17 percent and Chrysler at 15 percent. By
brand, Ford scored the highest at 18 percent, with Chrysler (12 percent) and
Honda (10 percent) next in line.
In paid searches on Google, Hyundai had the top score (30 percent) for the
keyword set analyzed, followed by GM (22 percent) and Chrysler (17 percent).
Other findings include:
—Among the 25 keywords by search volume, eight had no visibility for any
brand: used car, buy a car, race cars, muscle car, car search, auto loan, car loan
and used-car prices.
—When they keyword was "car," Ford and Toyota Motor Sales USA were the only
manufacturers with visibility.
—In the overall top 50 most visible URLs based on first page natural rankings,
automobiles.honda.com had the highest rank in this particular group at No.
22. Meanwhile, Pontiac.com was at No. 40; fordvehicles.com was ranked 47th;
and Toyota.com was at No.49.
For more information, visit www.icrossing.com.
http://www.autoremarketing.com/ar/news/print_story.html?id=8206 8/6/2008