Edmunds.com, they’re stealing from me!
We spend a lot of money with Edmunds. We buy leads off their site (through a third-party) and participate in their PDP program for premium placement. We have been a very good customer of theirs for YEARS! And they’ve been good to us….until now.
Before I get into what is going on, I want to say that I have sent emails and made phone calls to my rep who aids us in all things Edmunds. He has pushed things up the chain, along with my request for “at least a phone call” before 5:00 PM EST today to work things out. Well, the phone call didn’t come. So, I feel that I have given Edmunds time to respond. They could have simply said “5:00 PM isn’t enough time” and I would have been fine with that. So here we go:
I was checking on new search results for our dealership names on Google and came across a PPC ad on the search term “Checkered Flag MINI“:
Do you see what’s wrong with this?
Here is a company we pay lots of money to buying AND USING our name to get people to submit a price quote request on their site to either sell back to us OR to sell to one of our competitors. Ladies and Gentlemen, that is THEFT!!!
Here’s the full screen shot:
We own the rights to our name within our marketplace. We did not give Edmunds permission to parade as us on Google (another big nasty issue for a later DealerRefresh article). And I also don’t like the fact that there is a company we pay good money to who is competing with us for SEM placement on our own friggin’ name (and another big nasty issue for another DR article).
Just to show that Checkered Flag is not the only dealership being effected, here are our friends at Proctor Acura:
I want to believe that Edmunds made a mistake. I want to believe that they just forgot to filter something out of their gigantic SEM campaign. I want to believe that they wouldn’t outright steal from a long-term partner.
So, what do you have to say Edmunds?
Dealers – you better start Googling your name!
Edmunds has publicly responded in the comments section of this posting that they have stopped this PPC practice. However, many other points have been brought to light because of this. Also in the comment string below are points on Edmunds SEO practices and use of dealership names. Read the comments to formulate your own opinions.
As best we can tell, Edmunds has not apologized for any of this as of yet.