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Why Google Continues to Lead in Search Despite AI Advancements

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Why Google Continues to Lead in Search Despite AI Advancements

Google Search Isn’t Going Anywhere — and Here’s Why That Matters

Published: April 9, 2025

Automotive Internet Media | Digital Marketing Agency

Google Search vs. AI Tools

In the era of rapid AI innovation and the growing popularity of tools like ChatGPT, one might expect Google’s dominance in search to be challenged. But the data tells a different story — one that highlights Google search for lasting consumer trust, reliable performance, and ongoing value for marketers.

% of US consumers who use AI chatbots or AI search tools to find out information, by generation, Dec 2024

EMarketer Graph

According to a December 2024 survey from Pearl, conducted by Censuswide and reported by eMarketer, 57.8% of US consumers still prefer to use Google search over AI platforms like ChatGPT when they need a factual answer. That’s more than half of the population choosing Google — not out of habit, but because they trust it for real, reliable information.

Consumers Still Trust Google for Facts

The key takeaway from the survey? When accuracy matters, users turn to Google. Despite the conversational aspect and accessibility of AI platforms, people still see Google as the definitive source for factual information. This trust has been built over decades of delivering relevant, credible results — reinforced by Google’s sophisticated algorithms and its vast indexing of the web.

The fact that people still trust Google says a lot and it’s something marketers should pay attention to.

Google Search Ads Are Not Dead — They’re Essential

With so much buzz around AI, it’s easy to assume traditional digital marketing tactics like search ads are losing relevance. However, it is evident that Google search ads remain highly effective, especially because the platform is still where the majority of users go when they’re actively looking for information.

If your audience is still using Google for answers — especially fact-based or purchase-intent queries — then showing up there through paid ads and organic SEO remains a smart investment. Marketers can use this data to validate an ongoing (or even increased) focus on Google-centric strategies and campaigns.

But Don’t Ignore the Rise of AI Search

While Google continues to lead, the rise of AI tools like ChatGPT, Perplexity, and other answer engines shouldn’t be ignored. The survey chart highlights two key points: Google is still the top choice, but new search habits are forming. As AI tools grow, people are starting to mix traditional search with conversational AI — especially for things like product discovery and more detailed questions. Marketers should take note and start thinking about how to show up on these AI platforms, too.

What This Means for Your Strategy

  1. Keep prioritizing Google SEO – It’s still the most trusted search engine for factual content.
  2. Don’t sleep on search ads – They’re still a crucial and relevant tool for promoting your products and services.
  3. Start integrating AI-aware strategies – Position your brand for visibility not just in Google, but in the growing number of AI-driven platforms.

Final Thoughts

The future of search is evolving, but that doesn’t mean one platform has to replace another. Google isn’t going anywhere, and neither are the search behaviors it’s shaped over the years. Marketers who recognize both the staying power of Google and the rise of AI will be best positioned to thrive in this shifting landscape.

Growing Concerns Over Bot Traffic in Digital Marketing

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Growing Concerns Over Bot Traffic in Digital Marketing

Advertisers Question the Accuracy of Human Verification Systems such as HUMAN Security, Integral Ad Science (IAS) and DoubleVerify.

Published: April 8, 2025

Automotive Internet Media | Digital Marketing Agency

Human Verification Systems

The digital advertising industry faces an escalating challenge with bot traffic, as trusted verification systems—like Human Security, Integral Ad Science (IAS), and DoubleVerify—are not effectively blocking non-human traffic as promised. These platforms, which advertisers pay for pre-bid bot filtration, are failing to prevent ads from being served to malicious bots that may be slipping through the cracks. 

According to AdExchanger, “Adalytics also observed multiple major DSPs and SSPs serving ads to bots, despite claiming to use bot detection tech, including HUMAN Security, to scan 100% of impressions. The scale of potential waste reflected in the report is staggering. Adalytics analyzed source code for millions of ad impressions served to bots between 2019 and 2025.” This highlights the significant volume of ad impressions wasted on bots instead of reaching real human audiences.

Even with advanced bot detection tools like HUMAN Security, verification systems are failing to deliver, causing advertisers to question the effectiveness of MRC and TAG-accredited services. There’s growing frustration over the lack of accountability in the supply chain, especially when advertisers are investing a lot of money into “bot-free” segments, only to find that their campaigns are being contaminated with non-human traffic.

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The Smartest Ad Spend in Automotive

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Data Driven Targeting has revolutionized the way automotive digital advertising can be delivered. It has enabled dealerships to be precise in how and whom they target, and improve how effectively they manage their ad budget.

 

To reach auto shoppers with marketing in today’s digital climate, dealerships need highly accurate and relevant advertising campaigns. Multiple touch points from different channels usually precede the purchase of a new or used vehicle. In the digital environment, the consumer-purchasing funnel might involve touch points from channels such as paid search (i.e., Google Ads, CarClicks Inventory Marketing, etc.), social media (e.g., Facebook ads) and email campaigns. This makes it important to understand the complex customer journey across marketing channels prior to a vehicle purchase.

 

Consumers are multitasking with different devices which lowers the attention towards each channel and thus complicates the dealership’s abilitiy to get the attention of the shopper to their ad promotion. For example, a shopper may be watching TV and shift attention back and forth between their smartphone and TV. Today, consumers are getting bombarded with ads from different channels on different devices, which can be overwhelming causing them to block their attention to the ads.

 

We at Automotive Internet Media, Inc. saw an opportunity in the automotive industry to build an advertising product that moves from mass advertising to individual-level personalized vehicle ads that breaks through the clutter and grabs the auto shopper’s attention.

 

We have built a product that leverages proprietary algorithms to determine which auto shoppers are most likely ready to buy. We place the code on your website that allows us to create an individual user profile for each shopper that visits the dealership website. Our algorithms are enhanced with machine learning and big data; note that I didn’t say artificial intelligence!

 

Once we determine the individuals to target, we begin delivering ads. Data Driven Targeting drives new sales by serving dynamic personalized inventory ads to attract and inspire each auto shopper. We target those auto shoppers at the right moment in their purchasing process.

 

It is also very important to recognize the auto shoppers across different devices. Over 72% of buyers use at least 2 devices and switch at least 3 times before they purchase. Our cross-device matching technology and a shopper identify graph ensure we deliver an integrated ad experience which helps gain efficiency in ad delivery, costs and results.

 

Media buy is critical for success. Our ads are served on the largest network of premium publishers in the automotive industry. Other networks may have more publishers, but Data Driven Targeting has better ad placement on higher quality websites.

 

Data Driven Targeting will increase auto shopper engagement, efficiency and consumer purchase behavior. Data Driven Targeting is one of the most effective products in automotive marketing by enabling a personalized vehicle offering to every visiting auto shopper.

 

Convert auto shoppers and maximize sales with Data Driven Targeting.

Did Your Dealership Pause Your Ad Campaigns?

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Dealership Must Seize the Marketplace Opportunity

Dealership Must Seize the Marketplace Opportunity

As many dealerships scale back, it’s time for aggressive dealerships to seize the opportunity.

For those of you in retail automotive marketing, you have likely seen ad budgets paused or dramatically reduced. Having been on every side of the automotive industry, these moves don’t surprise me.

For savvy dealerships it’s time to quickly act in order to take advantage of dealers in your market that may not be as visible online in the current state of affairs. It reminds me of one of my favorite sayings in advertising.

“A man who stops advertising to save money, is like a man who stops the clock to save time.”  Henry Ford

I’m painfully aware that when things get tight for dealerships, one of the first things the management is tempted to cut is the advertising. It’s like a survival tactic that kicks in and all they want to do is shore up resources to make it to the other side. I understand, but it’s important not make the mistake of sabotaging your short- and long-term success.

When dealerships advertise, in addition to generating immediate sales, they bolster consumer confidence in the future of their business. Consumer confidence builds market share. Market share leads to profit. Those that continue to advertise in tougher or slower times will actually gain a bigger piece of the pie when business starts back on the upswing…leaving their competitors (who cut way back on their advertising efforts) cleaning up the crumbs at the bottom of the pie tin.

Adjust Your Marketing Strategy

Perhaps the most powerful way to keep generating sales is to rethink your marketing strategy. Maybe it’s time to stop spending on expensive ads and rethink where you’re putting your marketing efforts.

It’s time to move to CarClicks Inventory Marketing to drive high quality traffic to your website while lowering your overall advertising costs. The CarClicks platform is easy to use and an excellent way to promote your inventory to shoppers that are most likely to purchase them. It’s time to reboot and restart the momentum to seize the sales opportunity in your market.

Hotter Than Search

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What's the Marketing Platform Hotter Than Paid Search?

Platform Hotter Than Paid Search

What's the Marketing Platform Hotter Than Paid Search?

Platform Hotter Than Paid Search

A Proven Marketing Platform 

For eight years, savvy and forward-thinking dealers have relied on CarClicks Inventory Marketing programs to deliver serious, highly engaged auto shoppers to their dealership.

A CarClicks strategy creates an integrated and cohesive approach to inventory marketing. We seamlessly promote your inventory to auto shoppers across multiple channels, while factoring in the different devices that auto shoppers are using to shop for your inventory. It’s all about driving the auto shopper to your website!

Lower Your Marketing Cost

As dealers and managers struggle to offset the reduction in gross profit, marketing costs have come under intense scrutiny. For many dealerships, reducing the customer acquisition cost is a smart way forward to improving margins. Unfortunately, the cost of one of the most popular marketing tools available to dealerships continue to rise.

Surges in search engine marketing costs, especially in Google, are burning holes in dealerships budgets. Pay per click (PPC) advertising has become standard for most dealers and often consumes a large part of a dealership’s advertising expense.

It varies by market, but dealers in metro markets are paying over $10 per click for keywords like “Chevy Equinox” and “Ford Explorer”. Their “average” cost per click (CPC) is lower because PPC companies offset the high click costs by buying the dealership name and less expensive keywords like the OEM brand and city of the dealership. Inventory keywords continue to increase because there are so many companies bidding for your customer. Try searching “cars for sale” and you find companies like Autotrader.com, Cars.com, CarGurus.com and others in your market bidding up the keywords. It’s no wonder that I recently saw a Ford dealer pay $17.65 a click for the “Ford Escape” keyword (which had a 100% bounce rate).

Why do dealerships leverage pay per click advertising? Because they believe they are reaching the people they need to reach and when they want to reach them.

What if dealers can reach those same people for a third of the cost? Wouldn’t that be savvy?

Using good judgement, practical knowledge of your options and most importantly data when managing your advertising budget is important to get optimal results.
It’s no secret that good operators are leveraging CarClicks Inventory Marketing Products to get lower their advertising costs while increasing the number of auto shoppers to their website.

Premium “Omni-Channel” Network

CarClicks has created a Premium “Omni-Channel” Network that promotes a dealership’s inventory with priority within our network of 3rd party automotive sites, premium publishers, search engines, social sites…everywhere.

A CarClicks strategy creates an integrated and cohesive approach to inventory marketing. We seamlessly promote your inventory to auto shoppers across multiple channels, while factoring in the different devices that auto shoppers are using to shop for your inventory.

Our fully integrated approach provides dealerships an effective and efficient way to market their inventory across multiple devices and touchpoints within the CarClicks automotive advertising ecosystem.  to deliver high quality traffic to the dealership websites.

The main function of the product is to promote vehicles to auto shoppers that are most likely to purchase them.

The linchpin of CarClicks success

Not all internet traffic is created equal. Both quantity and quality of traffic are important for high-performing dealerships. High quantities of traffic mean brand awareness and online visibility. High-quality traffic, however, can mean a higher ratio of conversions and vehicle sales.

Providing high quality traffic is the most notable CarClicks’ feature because that’s what gets you customers and sells cars.

Being smart with data is how the CarClicks team produces great results. We found that the effective use of machine learning, coupled with expert team members​ optimizing campaigns, is what sets CarClicks apart from competitors. Our custom software program provides actionable insights for making real-time adjustments to ensure our campaigns produce the best return on investment for our clients.

Diversifying and activating CarClicks

Just as marketing channels like paid search have established themselves as valuable customer acquisition channels, CarClicks Inventory Marketing Platform is doing the same for growth-oriented dealerships.

Well-run marketing teams know that there are options for reaching people and acquiring new customers. Dealers can choose marketing models that best align with their business and acquisition strategy.

By diversifying and adding CarClicks to your marketing strategy, dealerships will have more highly engaged auto shoppers on their websites, lower their marketing costs and create more sustainable sales opportunities.

​About CarClicks

CarClicks Inventory Marketing products provides dealerships an integrated solution for marketing their inventory to serious, highly engaged auto shoppers that are most likely to purchase them. ​

To learn more about our proven platform – sales@aimyes.com or 312-473-0024

CarClicks Comparative Case Study

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CarClicks 
Challenge

Inventory Marketing 
Comparative Case Study

A Midwest auto dealer needed to increase the number of in-market auto shoppers to their website to help them sell more vehicles.

Their Challenge?

Getting the right shoppers that are interested in their brand and inventory.

Companies

How a Midwest auto dealer compared two inventory marketing companies to drive more traffic to their website to help them sell more vehicles.

 

CarClicks promotes dealership inventory
to auto shoppers that are most likely to purchase them.

A CarClicks strategy creates an integrated and cohesive approach to inventory marketing.
We seamlessly promote dealership inventory to auto shoppers across multiple channels, while factoring in thedifferent devices that auto shoppers are using to shop for your inventory. It’s all about driving the auto shopper to the inventory on the website!

LotLinx Inventory Marketing Platform provides several channels to merchandise inventory at the VIN level.

These channels include third party inventory listings sites, ad placement on key consumer sites, Facebook, SEM and retargeting.

Over the past few years, dealerships have moved a significant part of their advertising budget to digital marketing. It is critical to properly measure the returns on investments spent on digital. Google Analytics offers the dealership the medium to do so.

Google Analytics have features to collect click-stream data and processing and presenting the website data as meaningful information to help dealers and managers make informed decisions.
As most dealerships aim to outperform their competitors, website analytics helps them proactively optimize their ad spend to ensure they are getting the best returns.

This case study is a good way for dealerships to understand the basics of Google Analytics and provide them guidelines to facilitate the informed decision making in using technology to improve the sales and marketing function of their dealership.

Both companies were given the same ad budget for one month
to drive traffic to the website by promoting the dealership inventory within their ad networks. Getting auto shoppers to the website is an important part of any dealership’s marketing strategy.

The goal was to determine which product, CarClicks or LotLinx produced better results.

The results indicate that CarClicks is the best choice.

CarClicks drove twice as many auto shoppers to the site, their shoppers were more engaged, and conversion was more than double. The data made clear that CarClicks is the leader in driving VIN-specific in-market shoppers to the dealership’s websites.

Strategic Marketing Choices

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Strategic Marketing Choices

Do you know that every dollar spent on advertising does not generate the same results? With so much uncertainty in the world today, dealerships need to make the best choices possible when managing their marketing budget. Making changes to your marketing plan can be a daunting thought but considering the amount of ambiguity over the next couple months, it’s important not to discard marketing that works while retaining the redundant marketing overlap.

Data Driven Decisions

Dealers have always had to build their dealership brand, advertise inventory and sales promotions and build customer loyalty. In today’s turbulent environment, dealers must play a critical new role, they must be strategists, allocating their budget to marketing resources that produce the strongest results.

Rather than “going with your gut,” the better operators are embracing performance data when making budgetary decisions to improve efficiency and create opportunities.

Dealers are used to making savvy business decisions. They understand dealership performance data at a gut level, because that’s what they do every day. They may not know exactly how Google Analytics works and may have never looked at that data, but almost all dealerships have it setup on their website. By putting in the work required to access and understand website metrics, every dealership can make better marketing decisions. There is mounting evidence pointing to a simple fact: data-driven dealerships perform better.

The first step is to acknowledge the effectiveness of using data driven decisions in making marketing decisions. Making decisions using data is not new concept. Dealers have been using their financial statement to make decisions for years but leveraging marking data from tools like Google Analytics when making strategic marketing decisions and allocating marketing budgets is new for most dealers.

Here are just a few of the many questions about your various marketing campaigns that you can answer using tools like Google Analytics:

  • How many visitors did the campaign send to my website?
  • How many vehicles did those visitors look at? Were they visitors or auto shoppers?
  • How engaged where those visitors?
  • Did an increase a budget with a vendor produce better results?
  • What was the conversion rate for that campaign? Was it better than other campaigns?

 

There are many other additional questions that tools like Google Analytics can answer, but these are a few to help you consider the benefits of data driven decision making. Also, dealers don’t need to become experts in Google Analytics, but need to know enough to help them make the best marketing decisions possible.

Law of Diminishing “Third Party Listing Sites” Return

Leveraging third party listing sites like Autotrader.com, Cars.com, CarGurus.com, etc. will get your inventory in front of more auto shoppers. Each of these sites spend millions in paid advertising to bring visitors to their website. Many of those millions are spent buying dealership make and model keywords in the search engines, making your online advertising costs much higher.

Many dealerships leverage several of these listing sites, while ignoring the digital fundamentals of building their own online presence. They believe the more they spend in these sites, the better results they will receive. It may be true that allocating more budget to these sites will produce better visibility, but will the dealerships sell more vehicles?

We need to remember how most shoppers use these sites and how these sites work. They all vary to a certain degree, but for the most part, they are all operate with a similar model. A consumer either searches by style or by a specific make and model (miles, price, equipment, etc.). Then vehicle results are displayed by zip code. Do dealerships need to pay for extra programs like “Dealer Showcase” or “Elite” to get their inventory found by the website shoppers? Is the “upsell” juice worth the squeeze?

At some point, the dealership will find that getting the right visibility will yield the maximum number of leads from each site. If the dealership pays for more visibility, the budget will be less efficient because the proportional increase in cost will not produce more leads or vehicle sales.

This same principal works for third-party sites collectively as well. Do dealerships need to pay to have their inventory listed in Autotrader.com, Cars.com and CarGurus.com? Are these sites hitting the same consumers and not really increasing a dealership overall reach? Since most dealerships don’t have an unlimited adverting budget, it’s always a good idea to measure each channel to ensure that you are getting optimal results for your advertising budget. If you keep pumping more money into multiple third-party sites and you are not reaching different in-market shoppers, at some point your conversion rate will go down and cost per acquisition will go up. It’s probably already too high. As a result, many dealerships have elected to eliminate major third-party listing sites if they are not reaching new and different in-market shoppers.

Summary

Making strategic marketing decisions based on the right data are the specific steps dealerships need to take to deploy the right marketing campaigns. Understanding your highest returning marketing channels helps dealerships make the hard decisions on what to keep and what to let go.

As dealerships look to cut costs and improve operations, many dealership operators are turning to inventory marketing products to increase efficiencies and sell more vehicles. CarClicks Inventory Marketing products leverage multiple marketing platforms to promote the dealership’s inventory and brand. The CarClicks platform allows dealerships to build their online brand and spend less while increasing the visibility of a dealership’s inventory to in-market auto shoppers. All results are 100% trackable in Google Analytics or other analytic platforms and produce high ROI results.

4 Ways to Effectively Utilize Paid Social Media Ads to Promote Black Friday Events

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If you have an exciting sale going on for Black Friday an effective way to help spread the word to in-market auto shoppers is through paid social media advertising. Keep reading to learn keys to setting up successful paid social campaigns for events.

1. Identify Your Target Audience(s)

Social Media has become a powerful way to reach consumers because of its abundance of targeting options. Most platforms have the ability to segment by geo, gender, age, interests and more. Many (such as Facebook) will let you upload your own custom audience lists to reach specific platform users. Identifying a key target audience and potentially even a couple sub-audiences will help you use these targeting options efficiently.

2. Make Sure Your Creative is Formatted Properly

You may have a professionally designed poster or newspaper spread for your event that look spectacular. However, on the web that same pieces will appear completely different. It is important to have alternate sizes made for social media in the correct pixel sizes. Also it is ideal to have 20% or less text to be optimized for Facebook. Properly sizing images by placement will prevent logos and text from being cut off and present your event in a professional manner, which will ultimately increase your level of engagement.

3. Consider the Customer Journey

What path will consumers take before they show up at your dealership’s sales event? They may be exposed to some of your other marketing efforts such as print or TV. At what stage of their decision making will they be touched by your social ad? Considering external factors while you are setting up social ad campaigns can help you be strategic. 

4. Don’t Set It and Forget It

Once you have your ad campaigns set up it is important to keep monitoring them. If you leave them running without checking you may miss post comments asking you a question about the sale or the opportunity to reallocate funds from one campaign to a better performing one. Conducting extra optimization and management post-launch will make the campaigns as successful as possible, thus bringing in as many leads and as much foot traffic to you as possible. 

 

A solid paid social media strategy can bring your Black Friday event marketing to the next level. Need social media help? Learn more about our automotive social media services.