Home  › Search › Paid Search

Imported From Detroit: Search Advertising

  |  February 8, 2011   |  Comments

A search in Google for the title of a popular Super Bowl video ad turns up a rival's paid search ad.

At least one advertiser piggybacked on the success of a rival's Super Bowl TV ad.

A Google search for "Imported From Detroit Chrysler," the title of a popular Super Bowl ad featuring rapper Eminem, turned up a paid search ad from Chevy on Monday.

chevyimportedfromdetroit

So, instead of finding this memorable Chrysler TV ad:

 

 

You would get an ad leading you to "official Chevrolet" videos including this one for Al's Chevy dealership:

"Competitive brand keyword bidding in Google (where it is allowed by their trademark policy in many countries) is fairly common," said Kevin Lee, CEO of search consultancy Didit, in an e-mail interview. "However for many competitors there is an unstated agreement not to bid on each other's keywords because the only one getting rich is Google."

He added: "One thing to keep in mind however is that quality scores for competitive brand ads can be fairly low, requiring significant bids to get the ads high in the results." A quality score is a formula used by search engines to determine an ad's rank and cost per click.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...