1. automotive and vehicles
2. certified pre-owned

Understanding the German automotive
online services consumer
An analysis of path to conversion trends in the behaviour of German
online automotive converters
Market Insights
Google UK
www.full-value-of-search.de
Google Confidential and Proprietary
Agenda
1
Study Objectives and Methodology
2
Overview of German Online Automotive Category
3
Online Paths to Conversion Analysis
4
Study Conclusions
5
Appendix
Google Confidential and Proprietary
2
Study Objectives / Methodology
Google Confidential and Proprietary
3
Study Objective: Understand the online journey
• How much do people research online?
• How long does the research process take?
• How many searches and site visits?
• What sorts of search / site visit?
• To what extent do consumers shop around?
Google Confidential and Proprietary
4
Study Methodology: Clickstream Analysis
• Data mining of comScore’s Mediametrix online user panel
• Selected a competitive set of automotive websites
• Identified people who have converted online (quote request, test drive
request, dealer locator, manufacturer used car stock search, classifieds car
search, 2+pages on a dealer site) during March 2008
• Analyzed activity up to 12 weeks prior to the last conversion observed
• Raw sample: 1,771 panelists where a conversion was observed,
representing a projected 6.2 million German automotive researchers
Google Confidential and Proprietary
5
Study Methodology –
Event capture
Level 1 Research Event
Manufacturer Site
Brochure – downloaded or requested brochure
Configurator – configured a custom car
General Research – researched general deals, service, warranty and finance
Model Pages – visited central model range and/or model brand site
Research Site
Reviews – viewed an automotive review
Level 2 Conversion Event
Manufacturer Site
Quote – requested financial quote
Test Drive – requested a test drive
Stock Locator – requested availability and stock of new auto
Classified Site
New Car Search - requested availability and stock of new auto
Used Car Search - requested availability and stock of used auto
Dealer Site
Dealer Conversion – viewed two or more pages in a visit
Note- see Appendix for list of example search terms and categorizations
Google Confidential and Proprietary
6
Study Methodology –
Search Categorization Used
Automotive searches were tagged with a single generic or branded
search tag and one or more of the qualifiers found in the search term
Branded or Generic Tag
Classified Brand
Dealer Brand
Locator Brand
Manufacturer Brand (no model)
Model Brand (no Manufacturer)
Research Brand
Generic
Qualifier:
Age
Dealer
Physical Location
Body Type
Car
Other Qualifier
Each keyword was assigned a branded or generic tag.
Where both Brand and Generic terms appeared in the keyword, the relevant Branded
category was used
In the case of multiple branded words, Manufacturer brand or word order took
precedence
Note- see Appendix for list of example search terms and categorizations
Google Confidential and Proprietary
7
Study Methodology –
Site Level Categorization Used
Automotive related sites were
categorized into the following groups
Classified
Dealer
Autoscout24
Mobile.de
Auto.de
etc.
Emilfrey.de
seat-nordrhein.de
ungeheuer.de
etc.
Manufacturer
Other - Research
BMW
Opel
Audi
etc.
Carbodydesign.com
Auto-presse.de
Worldcarfans.com
etc.
See appendix for detailed list of competitive set of sites
Google Confidential and Proprietary
8
Overview of German Online
Automotive Category
Google Confidential and Proprietary
9
On average 33% of people online in Germany
visit an automotive site every month
Over 20 months the automotive category exhibited fluctuating negative growth. The
overall reduction in unique visitors is primarily due to the steady decline over the last
months of 2006. However, from a period low in February 2007, the number of unique
visitors to sites in the Automotive category increased by over 10% through to March 2008
Millions
Unique Visitor Trends- German Automotive Category
36
32
28
24
20
16
12
8
4
0
Total Internet
Source: comScore Media Metrix; German Online Population, 15+, Home and Work
Automotive
Google Confidential and Proprietary
10
Category unique visitors increasing
Despite only a modest increase in unique visitors to the automotive category on last
year, each visitor to the automotive category is viewing almost 10% more pages within
the category than they were a year ago.
Year on Year Growth Rates - German Automotive Category (March 2008)
Total Internet
Automotive Category
16.2%
12.0% 11.6%
9.8%
9.4%
7.5%
5.9%
5.3%
5.7%
2.1%
Unique Visitors
Minutes
Page Views
Source: comScore Media Metrix; German Online Population, 15+, Home and Work
Minutes per UV
Page Views per UV
Google Confidential and Proprietary
11
Engagement slightly increasing over time
Despite the total online population in Germany spending less time online per person, and
engagement becoming increasingly difficult to maintain, the auto industry in Germany has
witnessed overall increases in time spent per visitor and pages viewed per user. While
average pages per visitor has fallen somewhat since peaking in the 2008 New Year,
visitors are spending 18% longer per session in March 2008 than they were 12 months ago
Engagement Indicator Trends - Germany Automotive Category
(12 months to Mar 2008)
137.7
123.8
106.8
109.7
109.0
102.7
121.8
112.8
101.4
118.6
99.0
55.8
49.9
44.1
49.5
116.8
111.0
57.6
43.6
48.9
48.8
56.4
48.7
50.4
46.4
51.6
Mar-2007 Apr-2007 May-2007 Jun-2007 Jul-2007 Aug-2007 Sep-2007 Oct-2007 Nov-2007 Dec-2007 Jan-2008 Feb-2008 Mar-2008
Average Minutes per Visitor
Average Pages per Visitor
Source: comScore Media Metrix; German Online Population, 15+, Home and Work
Average Minutes per Visit
Google Confidential and Proprietary
12
Automotive Category: Top Properties
Millions
MOBILE.DE leads the competitive set in March 2008 with over 3.7m unique visitors, having
held off close competitor AutoScout24 in every month over the year. Despite significant
fluctuations in activity in Summer 2007, Volkswagen sites consistently attract the third
highest number of visitors, although ADAC Sites have been closing the gap in 2008
Unique Visitors - Germany Automotive Category (Mar 2008)
Source: comScore Media Metrix; German Online Population, 15+, Home and Work
Google Confidential and Proprietary
13
Automotive Manufacturers: Top Properties
Volkswagen sites clearly lead the Automotive: Manufacturer category, attracting around
2m unique visitors per month without including the surges in traffic that occurred
through July and October. BMW sites emerge a distant second, at the top of a group
including PSA Peugeot Citroën and General Motors sites that attract in the region of
0.5m unique visitors per month
Millions
Unique Visitors - Germany Automotive Manufacturers (Mar 2008)
Source: comScore Media Metrix; German Online Population, 15+, Home and Work
Google Confidential and Proprietary
14
Amongst Auto Manufacturer Sites, 65% of the
visitors were aged 35+
Both 15-24s and 25-34s under-index the total online population with regards to visiting
automotive manufacturers – older ages over-index. PSA Peugeot Citroen has the oldest
skew of the leading manufacturers
15+ Age Distribution of Visitors to Leading Automotive Manufacturer Sites
Source: comScore Media Metrix; German Online Population, 15+, Home and Work
Google Confidential and Proprietary
15
Online Paths to Conversion Analysis
Google Confidential and Proprietary
16
Online Converter Analysis Methodology
Observation Period
Jan 2008
Feb 2008
Mar 2008
Selection Period
comScore German panel members performing auto conversion events in the whole of
March were selected as auto converters
For the last conversion identified, we looked back over a twelve week period for each
automotive converter to study all the events that led to the conversion
A conversion event can be a request for a test drive, a new/used classified search,
quote, stock check, dealer locator or a visit to a dealership site
Google Confidential and Proprietary
17
Online Converter Analysis Methodology cont.
comScore was able to passively capture key events (research, dealer locator, brochure
view, configurater etc.) at the top automotive sites, including:
• Manufacturer: Renault, Volkswagen etc (total 39)
• Classified: Autoscout24.de, Mobile.de etc (total 20)
• Research: Autobild.de, Auto-news.de etc (total 30)
• Dealer: Auto-wilde.de, maxmoritz.de (total 40)
The last conversion event after the initial automotive search was selected as the end
point for the path to conversion analysis
The analysis was based on 46,141 individual conversion events that were passively
observed among 1,771 panelists, representing a projected 6.2m auto converters
Google Confidential and Proprietary
18
18% of the German online population conducted
an auto search and converted online in Q1 2008
Total German
Population 15+
71.0m (100%)
Total German Online
Population 15+
34.2m (48%)
Total German Online
Auto traffic 15+
10.5m (15%)
Total German Online
Auto converters
15+ 6.2m (9%)
9% of Total German Population conducted an auto search
and went on to convert in Q1 2008
Source: comScore custom analysis- German Population, Q1 2008; CIA population estimates;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
19
Mobile.de and Autoscout24.de reached most converters,
followed someway behind by Volkswagen and Audi
Thousands
Unique visitors to the 20 most commonly visited sites during the automotive
research process*
5000
4500
4,371 4,371
4000
3500
3000
2500
2000
1500
1000
500
975
817
631
494
471
450
443
376
353
331
292
257
251
239
204
201
185
180
0
(nb the reach of sites during online research process, doesn’t
necessarily reflect where they convert)
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
20
Millions
Over 93m conversion events resulted from 120m competitive
set visits and 71m searches
140
120
120.4
100
93.1
80
71.2
60
40
20
12.6
0
Competitive set visit
Visit to other site outside
competitive set
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Search
Conversion
Google Confidential and Proprietary
21
Half of auto shoppers research at least five weeks
out from last conversion
Projected volume of researchers by time prior to final conversion event
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
22
Automotive Case Study – Brand aficionado
From „Mercedes‟ search to New Car search at autoscout24.de in 26 days
First Search
New Car Search
mercedes
autoscout24.de
Visits
0
mercedes-benz.de
mobile.de
ebay.de
web.de
7, 9, 10, 14, 15
web.de
autoscout24.de
auto-wilde.de
motor-talk.de
audi.de
ebay.de
mobile.de
web.de
audi.de
motor-talk.de
auto24.de
2, 3, 4, 5, 6
0
Events
1, 2, 3, 4, 5, 6
25, 26
skoda.de
volkswagen.de
langzeittest.de
autoscout24.de
webmobil24.com
7, 9, 10, 14
audi.de
skoda.de
Model pages
audi.de
Model pages
Configurator
motor-talk.de
langzeittest.de
Review
Review
autoscout24.de
motor-talk.de
Model pages
New car search
Used car search
Review
auto-wilde.de
Dealer conversion
26
Model pages
Configurator
Stock check
mercedes-benz.de
web.de
volkswagen.de
autoscout24.de
vokswagen.de
autoscout24.de
Model pages
New car search
autoscout24.de
Searches
New car search
0
mercedes
Day 0
3, 4, 5, 6
7, 9, 10, 12, 14
eu import volvo
audi
vw
volvo
v70 forum
volvo v70 handbuch
Day 1 - 6
Blue Text = Event was repeated at least once in time
period
audi
audi a6
wolf audi jahreswagen
skoda
Day 7 - 15
Day 25 - 26
Red Text = Days on which activity took place
Google Confidential and Proprietary
23
Automotive Case Study – 2nd hand browser
From „gebrauchtwagen‟ search to Used Car search at mobile.de in 54 days
First Search
Used Car Search
gebrauchtwagen
2, 3, 4, 5, 6, 8, 9, 10, 11, 12, 13, 18
Events
Visits
0
Searches
mobile.de
mobile.de
web.de
ebay.de
autoscout.24
ebay.de
autoanzeigen.de
mobile.de
autoplenum.de
autoscout24.de
focus.de
auto.de
kfz-auskunft.de
autobild.de
auto-wilde.de
top-pkw-angebote.com
47, 52, 54
20, 22, 25, 26, 27, 31, 36, 43, 45
web.de
motor-talk.de
ebay.de
hyundai.de
autoscout.24
autobild.de
focus.de
mobile.de
autoscout24.de
mobile.de
0
2, 3, 5, 8, 9, 10
20, 22, 25, 26, 27, 31, 36, 43, 45
47, 52, 54
mobile.de
mobile.de
web.de
autoscout.de
Used car search
Used car search
autoscout24.de
Review
Used car search
motor-talk.de
mobile.de
Used car search
Review
Used car search
hyundai.de
focus.de
Dealer Location
Review
web.de
autoscout24.de
Review
Used car search
autoscout24
focus.de
Used car search
Used car search
0
20
gebrauchtwage
n
bedienungsanleitung hyundai
sonata
daewoo leganza
Day 0
Day 2 - 19
Blue Text = Event was repeated at least once in time
period
Day 20 - 46
mobile.de
Used car search
Day 47 - 54
Red Text = Days on which activity took place
Google Confidential and Proprietary
24
Automotive Case Study – Small car researcher
From „Peugeot 206‟ search to New Car search autoscout24.de 47 days
First Search
New Car Search
peugeot 206
autoscout24.de
top-pkwangebote.com
Events
Visits
0
Searches
0
1, 5, 6, 9, 13, 14, 16, 18, 24, 28, 30
36, 37, 38, 39, 40, 41, 42
44, 45, 46
ebay.de
autoscout.de
mobile.de
webauto.de
auto-wilde.de
web.de
mobile.de
autoscout24.de
toyota.de
autobild.de
web.de
autoscout24.de
mobile.de
web.de
autoanzeigen.de
citroen.de
peugeot.de
13, 18
36, 37, 38, 39, 40, 41, 42
44, 45, 46
66
auto-wilde.co.uk
mobile.de
mobile.de
mobile.de
Dealer conversion
Used car search
Used car search
Used car search
autoscout24.de
autoscout24.de
autoscout24.de
autoscout24.de
Used car search
Used car search
Used car search
mobile.de
toyota.de
citroen.de
Used car search
New car search
Used car search
Model pages
Model pages
13
peugeot 206
Day 0
47
44, 46
Day 1 - 35
Blue Text = Event was repeated at least once in time
period
47
citroen c1
www.automobile.de
toyota aygo
citroen c1
peugeot 107
autobild
Day 36 - 43
mobile.de
autoscout24.de
Day 44 - 46
toyota aygo
Day 47
Red Text = Days on which activity took place
Google Confidential and Proprietary
25
Each visitor to a site in the competitive set makes 20 visits.
50% of converters visited a manufacturer site.
% Converters visiting Different Auto Site Types
Average visits per unique competitive set visitor
*
* not in competitive set
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
26
Each automotive converter makes 14.94 conversions. 94% of
conversions were used car searches
Distribution of Conversions
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Average conversion events per converter
Google Confidential and Proprietary
27
Manufacturer site visitors use multiple research resources
% Converters visiting different site types at
least once during research process
Research activities by those who visited
manufacturer websites
On manufacturer sites
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
28
Growth in traffic volume accelerates as the conversion day
approaches. Classified traffic dominates the landscape
Volume of visits by Week to conversion day – Automotive Researchers
158.8m visits
Time from Last Conversion
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
29
36% of automotive researchers went to a site they eventually
converted on, on the first day of research
Proportion of converters who visited the site they eventually converted at on the first day of research
36.4%
63.6%
No Visit to Site of Conversion on first day
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Visit to Site of Conversion on first day
Google Confidential and Proprietary
30
Share of search varies by week – classified searches
dominate
Search Event Share by Week to conversion day – Total Researchers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Generic
Research brand only
Classified brand only
Model no manufacturer
Manufacturer & model
Brand no model
Time from Last Conversion
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
31
Most automotive searches were branded, but
generics still represent a sizeable opportunity
Share of German Automotive Search Activity
Branded Searches
Branded
Manufacturer
and model
brand, 13%
Generic
11%
Model brand
(no
manufacturer),
10%
89%
Research
brand,
5%
Classified
brand, 57%
Manufacturer
brand (no
model), 13%
Dealer
brand, 1%
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
32
63% of auto conversions include at least one generic search
term – this is the “reach” of generic search
Proportion of conversions with branded and generic search terms
Proportion Conversions with at
least one Branded Search
97%
Proportion Conversions with at least
one Branded Search that includes other generic text
97%
Proportion Conversions with
at least one Generic Search
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
63%
Google Confidential and Proprietary
33
Half of online auto converters convert within 3 searches
Share of Automotive converters by number of searches conducted per converter
25%
11.28 searches per converter on
average
8.23 searches per converter on
average
20%
15%
10%
5%
0%
1
2
3
4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31+
Number of automotive searches per converter
Source: comScore custom analysis- German Population, Q1 2008; CIA population estimates;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
34
Of those performing conversion events online, 17% began their
research process with a generic search term
Share of Total Automotive Conversions by First Search Term
Manufacturer
and Model
Brand, 12%
Research Brand,
2%
17%
Model Brand
(no
manufacturer),
20%
Classified Brand,
50%
83%
Manufacturer
Brand (no
model), 15%
Branded
Dealer Brand,
0%
Generic
*note: search terms can
have multiple qualifiers
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
35
76% of auto conversion events begin and end with a branded
search
Share of Online automotive conversions by first search / last search combinations
39% of all conversions
that start and end with
brand terms and include a
generic term in
between
5% of all conversions
start and end with
generic terms and include a
brand term in between
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
36
23% of all conversions involve a search term from the bottom
5% (by volume) of all search terms
Share of automotive conversions with at least one search term from the “long tail”
bmw
Bmw 3 series
Bmw 3
Cheap Bmw 3 series deal
Cheap Bmw 3 series deal 2.0L performance
Bmw 5 series diesel engine
Cheap Bmw 3 series deal 2.0L
Cheap Bmw 3 series
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
37
Large portion of visits and conversions have no direct referral
Share of referrals to sites in given category by type – Q1 2008
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Google Confidential and Proprietary
38
43% of automotive conversions occur 30 days or more prior to
final conversion, compared to 52% of searches
Share of Online automotive conversions vs site visits made by those converting
20,000,000
43% Conversion
Visits
18,000,000
16,000,000
52% Searches
Searches
Conversions
14,000,000
Volume of
12,000,000
Events
10,000,000
8,000,000
6,000,000
30 days
on average
between first
search and
conversion
4,000,000
2,000,000
Time from
Last
Conversion
0
-12
-11
-10
-9
-8
-7
-6
-5
-4
-3
-2
-1
Weeks Weeks Weeks Weeks Weeks Weeks Weeks Weeks Weeks Weeks Weeks Week
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Day 0
Google Confidential and Proprietary
39
Activity peaks on Monday and Wednesday, quieter over
the weekend
Index of events per day
130
120
110
Average of all days
for event = 100
100
Competitive Set Visit
90
Conversion
Other Visit
80
Research Visit
Search
70
Monday
Tuesday
Wednesday
Thursday
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Friday
Saturday
Sunday
Google Confidential and Proprietary
40
Conversion Channels
71.2m automotive related searches
120.4m visits to Competitive Sites
12.6m visits to
sites outside
competitive set
23.3m Research visits to
Competitive Sites
93.1m Auto site conversions
Over 6.2m
unique converters
Each converter makes
11.42 searches
Source: comScore custom analysis- German Population, Q1 2008;
Auto Search = keyword search from defined list of 2,800+ auto related search terms
Each converter converts
14.94 times
Google Confidential and Proprietary
41
Comparing automotive research behaviour between
countries
Germany
UK
France
Searches per converter
11.4
8.2
8.5
Competitive set site visits per
converter
21.3
14.9
13.3
% conversions with a generic
search during research
63%
65%
66%
Number of unique sites visited
per converter
4.1
4.7
7.0
% visiting a manufacturer site
during research
50%
50%
58%
% searches more than 30 days
prior to final conversion
52%
39%
34%
Metric
Google Confidential and Proprietary
42
Study Conclusions
Google Confidential and Proprietary
43
Study Conclusions
1
The online automotive research process is iterative and personal,
there is no clear progression of site or search type
2
Half of online auto shoppers visit manufacturer sites, but only a
fraction book test drives or download brochures online
3
Consumers average 11 searches, 21 site visits and 30 days from
first search to the final online conversion
4
63% of conversions involve a generic search at some point in the
prior research process
5
German auto shoppers are intensive users of car classifieds sites
such as mobile.de and Autoscout24
*Conversions include: test drive request, finance quote, used car stock locator or
dealer locator (on manufacturer site), new or used car search (on classifieds site),
dealer site visit (excluding bounced visits)
Google Confidential and Proprietary
44
Appendix
Google Confidential and Proprietary
45
Study Objectives (long version)
Google commissioned comScore to research how German consumers utilize search
and other online activities in researching about automotives
More specifically Google wanted to understand
• How important is search in the online research process?
• What different types of search activity occur?
• How does the type of keyword used change over the course of the research
process?
• How does search activity relate to other online activities?
• How long does the overall research process take and when does online application
occur in relation to initial search activity?
comScore examined multiple data streams over the January to March 2008 data period
to develop answers to these questions
comScore continuously and passively tracks the online behaviour of over 2m individuals
worldwide (approximately 25,000 panel members in Germany)
Google Confidential and Proprietary
46
Study Methodology (long version)
In order to identify German automotive researchers, comScore initially generated a set
of automotive conversions that took place in the last two weeks of February and the
whole of March 2008
This set of conversions was then analyzed and traced backwards for a period of up to 12
weeks to find the initial search that had been carried out that was related to the purchase
In total there were 1,771 panelists where one or more conversion events was observed.
These searches were then analyzed and categorized:
• a total of 46,141 searches, grouped into 33 categories were included in the analysis,
representing over 6.2m German automotive researchers
The automotive related activities of each German auto researcher were then collectedthese activities included visits to manufacturer, classified, locator, dealer and research
sites, as well as online conversions and other search activities
Finally, the activities were time aligned to the first search observed for each individual
Google Confidential and Proprietary
47
Study Methodology –
Search Categorization Used for Qualifiers
Search terms were assigned to zero, one or more qualifier buckets (dark
green)
Age:
Qualifier:
Age
Dealer
Physical Location
Body Type
Car
Other Qualifier
New
Used
Location:
Physical
Location
Other Qualifier
Body Type:
Cabriolet
Hybrid fuel type
Large or luxury
Medium
Minivan
Performance
Small
Estate
4x4
Pricing
Specifications
Finance
Reviews
Accessories or Parts
other
Dealer
Car
Note- see Appendix for list of example search terms and categorizations
Google Confidential and Proprietary
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Sample Keywords and Categorization – 1 of 2
Category
Example
Manufacturer Brand Only
Alfa Romeo
Manufacturer Brand + Qualifier
Audi Forum
Manufacturer Brand + Model Only
Audi E10
Manufacturer Brand + Model + Qualifier
Audi A4 avant neu
Model with no Manufacturer brand Only
Polo
Model with no Manufacturer brand + Qualifier
Qashqai test
Classified Brand Only
Autoscout24
Classified Brand + New Qualifier
Mobile.de neu
Classified Brand + Used Qualifier
Gebrauchtwagen mobile.de
Classified Brand + Qualifier not Used/New
www.mobile.de waldbronn
Research Brand Only
Autobild
Research Brand + New Qualifier
Web.de auto neu
Research Brand + Used Qualifier
Web.de gebrauchtwagen
Research Brand + Qualifier not Used/New
Yahoo auto
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Sample Keywords and Categorization – 2 of 2
Category
Branded
Branded Only
Branded + Qualifier
Example
ford
jaguar
Audi Forum
Branded + New Qualifier
Branded + Used Qualifier
Branded + "Dealer"
Branded + "Car"
Branded + Body Type
Branded + Location
Branded + Other Qualifier
Audi A4 avant neu
Gebrauchtwagen Audi
Autohaus Kia
Daewoo auto
Lada 4x4
BMW Dresden
Audi forum
Generic
Generic Only
Generic + Qualifier
Auto
Cabrio
Gebraucht auto
Generic + New Qualifier
Generic + Used Qualifier
Generic + "Dealer"
Generic + "Car"
Generic + Body Type
Generic + Location
Generic + Other Qualifier
Neue concept cars
Auto gebraucht
Autohaus hannover
Auto ankauf
Hybrid autos
Automarkt Deutschland
Auto bilders
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Branded Qualifier - Examples
Branded
Peugeot
Branded Only
Audi
Branded + Qualifier
Volvo 480
Branded + New Qualifier
Neuer Mazda
Branded + Used Qualifier
Gebrauchtwagen Mercedes
Branded + "Dealer"
Autoland Lippstadt
Branded + "Car"
Auto Renault
Branded + Body Type
BMW Coupe
Branded + Location
Citroën Deutschland
Branded + Other Qualifier
Alfa 147 Hubraum
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Competitive Set of Sites
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
alfaromeo.de
audi.de
bmw.de
cadillac.de
chevrolet.de
chrysler.de
citroen.de
dacia.de
daihatsu.de
dodge.de
fiat.de
ford.de
honda.de
hyundai.de
jaguar.de
jeep.de
kia.de
lancia.de
landrover.de
lexus.de
mazda.de
mercedes-benz.de
mini.de
mitsubishi-cars.de
mitsubishi-motors.de
nissan.de
opel.de
peugeot.de
porsche.com/germany
renault.de
saab.de
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Manufacturer
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
Classified
seat.de
skoda.de
smart.de
subaru.de
suzuki.de
toyota.de
volkswagen.de
volvocars.com/de
aol.de auto
auto.de
auto.de.msn.com
auto24.de
autoanzeigen.de
automarkt-gebrauchtwagen.com
automobile.de
auto-motor-und-sport.de
autoplenum.de
autoscout24.de
ebay.de auto
freenet.de auto
mobile.de
motorvision.de
t-online.de auto
top-pkw-angebote.com
wagen.de
webauto.de
webmobil24.com
yahoo.de auto
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Competitive Set of Sites
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
allesklaronline.de
audi-center-muelheim.de
audi-hoeherweg.de
audi-zentrum-essen.de
audi-zentrum-leverkusen.de
audi-zentrum-nordrhein.de
autohaus-hentschel.de
auto-palazzo.de
auto-wilde.de
avalongroup.de
bentley-koeln.de
centrum-duesseldorf.skoda-auto.de
dws.autotorq.com/Bentley_Dusseldorf
emilfrey.de
gottfried-schulz.de
gs-audi-mettmann.de
gs-audi-neuss.de
gs-audi-velbert.de
gs-audi-wuppertal.de
hessengarage.de
kroymans-%.de
kroymans-deutschland.de
leverkusen.skoda-auto.de
maxmoritz.de
mettmann.skoda-auto.de
porsche-essen.de
porsche-seestern.de
porsche-solingen.de
porsche-wuppertal.de
power-auf-dauer.de
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
Dealer
sachsengarage.de
schwabengarage.de
seat-leverkusen.de
seat-nordrhein.de
skoda-dormagen.de
skodaessen.de
ungeheuer.de
volkswagen-zentrum-leverkusen.de
vw-zentrum-duesseldorf.de
wuppertal.skoda-auto.de
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Research Sites outside Competitive Set
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
Research
7-forum.com
autobild.de
autoextrem.de
auto-news.de
auto-presse.de
autosieger.de
autowallpaper.de
autozeitung.de
bmw-drivers.de
carbodydesign.com
designercars.net
einfach-autos.de
exoticsonroad.com
focus.de auto
kfz-auskunft.de
langzeittest.de
lycos.de auto
motorauthority.com
motor-talk.de
netcarshow.com
opel-voting.de
pagenstecher.de
polotreff.de
presse24.com
seriouswheels.com
speedheads.de
vwvortex.com
web.de auto
worldcarfans.com
wunschauto24.com
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Thank you!
www.full-value-of-search.de
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