I encourage dealers to create a process, in your dealership, to conduct a search on your dealership name each week to see if anyone is purchasing your business name in a Google Adwords competitive attack. Adwords (also known as PPC, Paid Search, or SEM) is a fast and efficient way for competitors and third parties to prey on the brand equity and awareness that dealers have created through traditional media investments. We have discussed this before in regards to POD Score and Google Page One Management.
I’d like to show two examples that I found this week that just defy logic and good business sense. The first example is Tier 2 advertising groups that buy the dealership name as part of their Adwords campaign. I am against having your regional ad group use your name in an Adwords campaign because those leads can go to another store.
Now if the agency that is operating the Adwords campaign is sloppy, they are buying any search phrases that contain the word “Toyota”. It is a simple task to add a “negative keyword” to their list which would be your name. So if you see your regional OEM ad group (tier 2) ask them to omit your business name from their campaign.
In New Jersey, the competition is very strong for BMW sales and in the example above, the Tri-State BMW ad group is running ads on Open Road BMW’s business name. I can guarantee you that this brand attack is generating leads for other BMW dealers in the state that are just 25 miles away. This is sloppy digital marketing from the Tier 2 agency and of course this lowers their direct website leads.
I think we all can agree that since the dealers name is the #1 organic search phrase that drives traffic to their website, this dealer does NOT need their Tier 2 ad agency to get in the middle of the consumer and their website. This is in reference to using their multi-million dollar brand name. The Tier 2 agency can buy all generic keywords they want to generate additional leads.
Edmunds.com Lacks Good Judgment
The DealerRefesh community has called Edmunds out in the past about buying car dealers franchise names. Edmunds is once again running Google Adwords campaigns that drive consumers to lead capture pages using a dealer’s name. These leads are then sold to the dealer (if they are buying leads) and their nearest competitors.
Is Edmunds dealer centric or are they poaching on car dealer’s brand equity? You decide.
Would you like Edmunds to be using your trade name to generate leads for your competitors like in these examples below?