Table - US Search Advertising Click-Through Rates By Industry

US search users are especially attractive for brands because they tend to search most when they are in the market to buy. And during this time, they might reconsider make and model. Only 20% of new-car shoppers in the US buy the brand they first searched for, according to Google data.

In the past, OEM brand sites—often developed with major digital agencies, strong media support, and cutting edge SEM and search engine optimization (SEO)—attracted more attention in search results than dealerships. Read the rest at eMarketer.