Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
Tonight I am in Minneapolis Minnesota and I was checking a few searches for the Morries Automotive Group, who I will be visiting with tomorrow from my iPhone.
When I searched the phrase "Morries Reviews" this is the search results page that Google displayed on my iPhone:
You will notice that DealerRater.com is paying to advertise their review platform. It seems that they are specifically buying this dealership name and the word "Reviews". Why do I think this is the case?
I tested typing in other names of businesses that were not dealers and the word "reviews" and their ads did not show. Meaning, they were not buying any search phrase with the word "reviews" which of course would be costly and ineffective.
As an aside, check and see how visible Yelp.com reviews are on this search in the organic listings. If you haven't tested a mobile search lately, Yelp.com listings are jumping to the top of many searches on car dealer names.
Search your dealership name and the word reviews on your mobile phone today and see what is displayed.
By the way, do you have a Yelp strategy? Have you looked into their enhanced listing program? More on that in an upcoming article after chatting with the Yelp team about the auto industry!
When I clicked on the DealerRater Adwords advertisement, I thought I would be directed to the review page for one of the Morries stores in the Minneapolis area.
However, this is where I landed. The DealerRater.com home page!
So, there are two scenarios that I can think of and maybe you have others.
Scenario #1 - Bad Adwords Setup
The ad clearly implied that DealerRater had "35 Seller Reviews" for a search on this brand but it did not take them to a Morries page. I know that the ad did not say Morries Reviews but you can connect the dots here when you consider what was searched.
If the consumer visited the Morries pages and could not find a dealership location with 35 reviews, would they feel misled?
Scenario #2 - Keeping Web Traffic Up
DealerRater.com has decided to increase their website traffic by investing in Adwords. This would include buying dealership names and directing them their research website and not a specific dealership review page.
Since they are not using the name of the Dealership in the ad text copy, there is no violation of Adwords TOS or Trademark Laws and may be a savvy Adwords strategy, if the ROI is there.
Since I'm trained to observe and document changes in search strategy that impacts car dealers, I felt compelled to share my findings on ADM.
Brian Pasch, CEO
PCG Digital Marketing
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