The internet has changed the way people shop for cars. That's why Fiat partnered with Google and econometrics agency Conento to get a clearer understanding of the most effective ways to spend their marketing dollars. The number one thing we learned? Paid ads are the most efficient media for driving Fiat 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.