Key Q4’15 findings
● Q4’15 search volume in automotive category is 7% down YoY, mostly due to abnormal interest in Q4’2014
● Share of queries from mobile devices is steadily growing and already exceeding share of queries from PCs in all categories - new and used cars, generics, aftersales
● Toyota and Hyundai are fighting in brand interest competition in the Mass segment, while BMW and Audi are consistently leading the Premium segment; Lexus has overtaken 3rd place from Mercedes-Benz
‘Universe’ of auto-related queries in Russia created from ~30k keywords. They are split into 4 groups and 10 sample queries from each segment listed below
2006 lexus gs 300
bmw 316i 2013
hyundai i30 2009
porsche cayenne 2013
toyota camry 2012 года
купить машину в тюмени бу
ауди а1 бу
ауди а8 бу
бу машины рязань
купить машину бу в москве
4 4 авто
авто россия
автоновости
внедорожники
кабриолет
как продать авто
какой самый лучший кроссовер
какую машину выбрать
каталог авто
каталог японских машин
двигатель мазда 3
диски land rover
замена масла в акпп пежо 207
замена ремня генератора пежо
замена цепи грм шкода фабия
запчасти на фрилендер
зимние шины мишлен
тормозные диски шкода суперб
рестайлинг рендж ровер
топливный фильтр octavia a5
нисан тюмень
новый fiat ducato
продажа ниссан тиида
рендж ровер спорт 2015
ситроен дс5
киа рио
тойота ленд крузер 200 2014
фольцваген цена
хендай i30
шевроле круз седан
New Cars Used Cars Generic After-sales
Keyword Examples for Segment Analysis,random 10 keywords
Source: Google Internal Data
After a drop in June interest to New Cars has restored by end of 2015 with a slight drop in December. Used Cars segment being in overall decline vs Q4’14
Indexed query growth 2014-2015,100% = number of queries in Jan’14
New
Car
sU
sed
Car
s
Source: Google Internal Data
Search queries in Generics category grew steadily in Q3 resulting in 10% growth in Q4 vs Q3. Aftersales category experience traditional spike in Q4 due to tyres service season
Source: Google Internal Data
Gen
eric
sA
ferr
sale
s
Winter tyres
Indexed query growth 2014-2015,100% = number of queries in Jan’14
Winter tyres
Mobile penetration in both New Cars and Used Cars segment is growing accounting for 60% in new cars and 64% in used cars
Split of Auto-queries on Google.ru by devices,Percent
Split of Auto-queries on Google.ru by devices,Percent
New Cars Used Cars
Source: Google Internal Data
Same trends in device comparison noticed across Generics and Aftersales keyword categories where share of mobile significantly grows YoY
Generics Aftersales
Split of Generics on Google.ru by devices,Percent
Split of After-Sales queries on Google.ru by devices,Percent
Source: Google Internal Data
Share of mobile search in Russia is 46%, higher than share of search from PCs, which dropped below 50% in majority of the regions
Split of Auto queries on Google.ru by devices and regions,Q4’15, Percent
Queries and clicks in New Cars segment experience a decline in Q4, ad depth flattered in Q4 around 3 mark. Used Cars segment had a similar dynamic with a slightly rising trend in CPC
New
Car
sU
sed
Car
s
Average number of advertisers (Ad. Depth) and Cost per click (in RUR)
Key industry metrics growth in 2014-15,100% = number of queries (impressions, clicks) in Jan’14
Auction metrics related to Generics returned to beginning of 2015 positions apart from impressions which dropped. Aftersales experienced traditional spike in Q4.
Average number of advertisers (Ad. Depth) and Cost per click (in RUR)
Key industry metrics growth in 2014-15,100% = number of queries (impressions, clicks) in Jan’14
Gen
eric
sA
fters
ales
Within Volume Brands Toyota lost its position to Hyundai, meanwhile Kia, VW and Nissan have slightly lost in the brand interest rank
Monthly dynamics of branded queries,2014-2015
Tier
1Ti
er 2
Tier
3
Hyundai became a leader. KIA & VW fall dramatically. Nissan stop decline.
SKODA turns to leader in
subcategory. All peers share similar
declining trend
Datsun became a tier leader but interest
started to decrease in Nov-Dec.
BMW is confidently leading the way with Audi following. Lexus has moved to 3d position due to decrease in interest to Mercedes.
Monthly dynamics of branded queries,2014-2015 Interest to Lexus grows
steadily while Mercedes has fallen in Q4 leading to Lexus became #3 brand.
By the end of Q4’15 interest to Infiniti, Porsche
and Volvo were at the same level.
There is a constant competition within Jaguar
Land Rover group of brands
Mini has outgrown Cadillac in Q4
For feedback and questions please reach out to Google Auto team: