What's Wrong With This Picture: Why These Ads, Indeed
It’s easy to tell when you’re spending too much time emailing people about cars: your GMail ads start looking like this. The Miata ad probably comes from our comparison test winner, and the Mustang GT ad might be from the Zeroth Place Mustang. Notice anything odd about the GT500 ad?
There are a few odd things, really: the incorrect power numbers for the car and the fact that, unlike the Mustang GT ad above it, this isn’t placed by Ford. It’s placed by Edumunds. Car and Driver‘s Facebook ad team has been doing similar stuff for a while: photos and text that look like advertising copy for an individual manufacturer but which redirect to the magazine’s website. The interesting thing from your humble author’s perspective is that, since it’s been well-demonstrated that “impressions”, not clicks, are the real purpose of the Google ads, companies like Edmunds and Car and Driver seem more than happy to help promote the products they are ostensibly reviewing.
In any event, we — meaning I — will be reviewing the new 2013 Shelby GT500, which actually has six hundred and fifty horsepower, not five hundred, very soon. East Coast TTAC readers who are interested in seeing what it feels like to reach speeds as high as 165mph around a racetrack are encouraged to contact us. Insofar as this could constitute promotion of Ford’s products, I will also bring a Boxster so you can see what it’s like to watch the CEL pop on at random intervals on-track.
As for the Honda CR-V ad? No idea. Turns out Google doesn’t know everything.
Mbaruth on Aug 15, 2012
Edmunds is notorious for buying SEM right out from under their customers. If you search your hometown auto store, there's a good chance that Edmunds has bought the SEM rights for that dealer's name. Furthermore, SEM only charges per clickthrough-and the higher the competition for the keywords, the higher the price per clickthrough. Essentially, Edmunds is driving up the price of keywords for their own customers-the OEMs and the dealers. It's a hideously stupid business practice.
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