Just last week, Lincoln attempted to capitalize on Cadillac’s new Dare Greatly campaign: as one would expect, performing a Google web search for “Dare Greatly” displayed a Cadillac ad for the Dare Greatly campaign, as well as an ad for Lincoln that appeared immediately below Caddy’s ad. How did Lincoln accomplish this, and why?
The how is relatively simple for those familiar with the web ads work on Google. Lincoln simply added the words Dare Greatly to the list of keywords for which it wants its ads to be shown. To note, each time someone clicks on the links in the “Ads” section of a Google search results page (as pictured above), the advertiser is charged on a per-click basis.
But to us, the why is much more interesting. Our gut reaction tells us that Lincoln clearly tried to capitalize on the newfound interest in Cadillac and its Dare Greatly campaign. As such, we imagine that Ford’s luxury brand received at least some user traffic that was intended for Cadillac.
The GM Authority Take
Imitation is the sincerest form of flattery, as they say.
On a more serious note, we’d strongly encourage Lincoln to focus on building true luxury cars deserving of the luxury car moniker, rather then pushing warmed-over Fords. Because unlike Cadillac, every single Lincoln Motor Company (ahem, brand) on sale today is available within the Blue Oval lineup.