Google: Influence of Digital Media on Car Purchases

Google worked with Fiat and econometrics agency Conento to understand the effectiveness marketing spend.

Key findings included:

  • Paid Search is the most efficient media for Fiat purchase.
  • Paid Search represents 51% of total marketing contribution to Web visits, which are the main marketing driver for dealer visits.
  • For Fiat, an increase in display (from 8% to 9%) and paid search (from 0,3% to 5,9%) is recommended.

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