Filed under: Car Buying, Trends
Mazda buying the 'keys' to Pontiac? Err... sort-of.
Pontiac recently made
headlines (well, at least a few) by imploring car shoppers to "Google Pontiac" in television ads and
automaker Mazda has apparently taken notice. So much so, in fact, it has set about purchasing competitors' terms
like "Pontiac" as part of its AdWords initiative.
By doing so, Mazda is neatly (if clandestinely) maximizing its advertising dollars by buying search-engine keywords that take advantage of what other firms have already done the heavy financial lifting on. In this case, Mazda is leveraging the power of Pontiac's television and print "Google' campaign against itself without paying for it. Apparently, this cannibalizing practice isn't only savvy and hard to track, it's also completely legal.
[Source: Traffick.com]
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Reader Comments (Page 1 of 1)
sr20de 8:38AM (1/30/2006)
After my 3rd search on "pontiac" the only result (out of 20 on the first page) that came up was a hastily-assembled page about the MX5 vs Solstice.
"Miata vs Pontiac Solstice
Exclusive test-drive invitation for
a New MX-5 Miata. Sign up now!
MX5NoComparison.com"
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legal? 8:42AM (1/30/2006)
Actually, Google does not allow companies to have ad campaigns that use competitors names for search terms. As soon as Pontiac finds out about it and files a complaint, Google will pull Mazda's ad campaign.
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Rene Curry 8:43AM (1/30/2006)
When consumers figure that out the google search method is rigged, they will use a different search engine that does not do that. It's just a matter of time. Google shorts will be smiling all the way to the bank.
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bhtooefr 9:22AM (1/30/2006)
You guys do realize that it's AdWords queries, right?
And the "advertise on your competitor's keywords tactic" is perfectly legal here in the US - just not France. (Some company sued Google for that, so now they have to check to make sure everyone's not advertising on a competitor's keyword - but only in France.)
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bernie 9:52AM (1/30/2006)
It may be "perfectly legal" but it's not ethical. Sounds like they got their e-Marketing team from 1-800-POKER CASINO.
Mazda may entice the mindless masses into its lair, but people with principles who feel duped will think poorly of Mazda and run away from them. That's what I'll do.
It's a shame, because Mazda is getting a lot of things right in styling and packaging.
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Meek 11:21AM (1/30/2006)
I'm not totally up on this, but I think buy buying the adwords for Pontiac doesn't put Mazda a result for pontiac. What it will do is put up a Mazda add on the side if someone is searching for something using the word Pontiac. Shouldn't be a problem.
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Joel H. 11:21AM (1/30/2006)
#3- it is my understanding that the search results themselves they do not change but above the ads and on the right hand side ads is where they get their revenue and people pay to be placed... also I would guess this would apply to the ads by google stuff like on autoblog here so what they are trying to do is where a page says pontiac there would be a mazda ad in that ads by google section...
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Micah 11:23AM (1/30/2006)
Why hate on Mazda? They're just smart. It was a stupid idea from Pontiac anyway and Mazda is capitalizing on it. Good for them.
And in all the mag reviews, the MX-5 beats the pants off the Solstice, hands down.
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Peter 12:18PM (1/30/2006)
WTF. I googled Pontiac. No mazda anywhere on the page. I call bullshit on this one.
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Peter W. 1:11PM (1/30/2006)
I remember googling pontiac Solstice and getting "MX-5 Vs. Solstice" ads along with the solstice back in August, 2005.
Ironically, it doesn't seem to be happening anymore.
I think this report just comes 5 months too late. (I remember just thinking "oh, that's a cute advertisement tactic".
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iQuack 3:19PM (1/30/2006)
Typed "Pontiac" (without the quotes) into Google and Pontiac sites came up. There was nothing about Mazda.
Looks like a non-issue here.
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dusty bottoms 5:38PM (1/30/2006)
the only way Mazda can purchase the word "pontiac" and get a listing in the ad placements (ie, above, and to the right of the natural search) is if there is something mentioning/regarding Pontiac on the landing page.
and the idea is not new, buying competitors keywords goes back to 1995.
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Pontiac 12:35AM (1/31/2006)
I've noticed Mazda has been quietly (or not so quietly now) running competitive ads on Google for many makes/models. Isuzu and others have done so as well. Search for a few, it doesn't take long to uncover some.
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ymarketing 3:47AM (8/10/2007)
We had been, for some time now:
http://www.ymarketing.com/blog/2007/06/mazda-trumps-pontiac.html
-RL
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Gregory 2:51AM (11/27/2007)
Please note that this was an Infuse Creative search engine marketing campaign.
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