Insight Report  August 3, 2016

Auto: Cannibalizing Search

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Search is vital for Auto brands, but digital research shows many are throwing money at the challenge, investing heavily in paid search advertising. This strategy is inefficient as original engine manufacturers (OEMs) and dealerships end up bidding on the same keywords, cannibalizing results, and driving up prices. Instead, brands need to formulate search strategies to ensure they are optimizing marketing dollars across tiers while improving overall brand visibility against competitors and third-party sites.

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