Search engines are the starting point for online car shoppers

	Only 3% of online car shoppers visit dealership websites first, but 88% visit Google, Yahoo! in their shopping process (Hitwise, 2005)
	Local: Search engine shoppers can be targeted by geographic area
	Pull vs. Push: Unlike most traditional media where advertising is “pushed” on an unreceptive audience, search engines shoppers are actively seeking information about vehicles and service and are more receptive to ad messages
	Credible: Search engines are considered the most credible source for online automotive shoppers who recently purchased a vehicle (Compete Inc., 2005)