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Paid search value: Automotive non-brand bids

January 2021

For third-party advertisers in the Automotive category, bidding on non-brand terms is crucial. Microsoft Advertising Insights dug into why this is an important practice to drive users to your site.

Users trust top search engine result page listings to reflect the most relevant content. Consequently, 52% of all Automotive non-brand term clicks go to paid ads. Organic pages are ineffective in capturing non-brand term clicks, and when a third-party advertiser doesn’t serve a paid ad in a non-brand auction, their organic pages earn 1% of clicks on average.

Read more about the value of paid search in the Autos category here, and improve your campaign performance with our insights.

 Download the insights