Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Brett Stevenson

Brett Stevenson President and CEO

Exclusive Blog Posts

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group Rises To Number 28 In Automotive News' Top 100 Dealer Group Used Sales Ranking

Morgan Auto Group moved up 25 spots in this year's "Top 100 Dealership Group Used-Vehicle Sales" supplement published by Automotive News. The…

Top 5 Luxury Cars for Any Type of Terrain

Top 5 Luxury Cars for Any Type of Terrain

Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

 

If you are familiar with search engine marketing (SEM) you know it is the process of buying keywords and having your ad pop up when people search those words.  This is also called pay-per-click advertising.  What you may not know is that dealers across the country are buying their competitor's names so that their ad will come up if a consumer searches for the competitor's name.  For example if you are ABC Chevy, and you buy your competitor, Main Chevy's name, if a car shopper types in "Main Chevy" into Google, your ad will come up.  Pretty nasty huh?  I suggest you type in your own dealership name right now and see if another dealer's name comes up in the paid section of the search results.  (Paid section is on the top or right hand side of the page.)

If another dealer's name comes up in the paid section, they are buying your name in an attempt to steal customers that are looking for you.  Ouch.  So what do you do about this?  Turns out that issue is in the courts right now.  In a recent court ruling, Geico lost a lawsuit when the court ruled that the paid ad does not necessarily cause consumer confusion.  However, there is another court case pending where a business was buying a competitor's name and the injured party sued Google.  Google won the first round, but in appeal the Judge disagreed and sent the matter back to court.  So, it is up in the air at the moment.  The issue here is whether buying someone's trademarked name in pay-per-click (SEM) marketing is trademark infringement. 

This subject is causing lots of turmoil among all kinds of businesses who don't think another business should be able to buy their trademarked name.  Whether you agree or not, you need to be aware if you are losing customers this way.  If you are doing Google Adwords, you will also have to decide if you want to use this tactic yourself - at least while it is legal. 

It would be interesting to hear from DrivingSales members about how they feel on the subject.  Should a competitor be able to buy your trademarked name on Google?  Do you currently use this tactic yourself?  For that matter, have you trademarked your own business name yet?  Tell us what you think.

Brett Stevenson  is Publisher of Dealer Marketing Magazine, a trade magazine for auto dealers at www.DealerMarketing.com.

 Unlock all of the community & features  Join Now