As John Battelle reports, for its AdWords campaign. As long as certain conditions are satisfied, this is perfectly legal in the U.S., as many of us have long argued. It's that have been legal all along. This stellar move by Mazda leverages three powerful principles of keyword advertising. First, it targets a highly salient keyword that is theoretically available at decent cost. Second, it leverages someone else's media spend. If Pontiac is devoting some of its ad budget to telling people to "Google Pontiac," then the number of searches on "Pontiac," by people actively seeking to learn about car features, goes up. Other advertisers can piggyback on that awareness (without spending the same TV and print ad dollars) by bidding on the same keywords, and measuring the results. All perfectly legal. Not only legal, but savvy. Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns.
In 1999 Andrew co-foundedBranded Keyword Use Now Mainstream
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