Ford wants to introduce its dealers to paid search and digital advertising

Article by Anita Panait, on February 12, 2014

Ford Motor Co. has started a year-long program that entails the carmaker reimbursing its 3,200 dealers for part of their cost to advertise on Google and other search engines. Stacey Coopes, chief executive of FordDirect, a digital marketing arm for Ford and its dealers, said that the carmaker is aiming to introduce Ford dealers to paid search if they aren't using it as well as to boost the budget of dealers who are employing such method.

"Ford is making a big bet on digital," she during the National Automobile Dealers Association convention. Just like other co-op reimbursement, the amount will be fixed to the new-vehicle sales of each dealership. A source privy with the program told Automotive News that Ford's monthly reimbursement will average about $500 per dealership.

Paid search is a form of online advertising wherein dealers bid for keywords that will have their ads placed at the top or right side of a search page on Google or another search engine. Dealers only have to pay for the ad when a shopper clicks on it or when a link on the search page takes them to their Web site.

To be eligible for the reimbursement, dealers have to use one of four program-certified vendors to manage their paid search: Dealer.com, L2TMedia, PureCars or Search Optics, Coopes said.

Ford is not the only carmaker using such programs leaning on digital advertising. Chrysler Group, Scion and others brands have also launched or changed co-op programs to increase dealers' digital advertising and capitalize on changing shopping patterns. [source: automotive news - sub. required]

Topics: ford, advertising

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Nearly all details have been set with regards to the upcoming market introduction of the new Jaguar I-Pace. Its production version was recently previewed at the 2016 Los Angeles Auto...
by - December 8, 2016
WM Motor, a new China-based automaker, recently revealed its forthcoming lineup consisting of affordable electric vehicles. While there is a company is the U.S. that has the same name, they...
by - December 8, 2016
Even when Aston Martin has been mum about the upcoming AM-RB 001 hypercar, Marek Reichman at least has something new to say. In a recent interview with Australia’s Motoring, the...
by - December 8, 2016
The people at Mercedes-Benz are rejoicing. This is simply because for the first time since 1979, Mercedes-Benz has assembled 20,000 – and still counting – examples of the Mercedes-Benz G-Class....
by - December 8, 2016
When Donkervoort Automobielen BV unveiled its Donkervoort D8 GTO-RS limited edition in May 2016, customer interest has been so overwhelming that the Lelystad, Netherlands-based carmaker sold out this one-of-a-kind vehicle...
by - December 8, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries