Scion pulls more dealers online: Brand helps retailers buy search engine ads

摘要

Scion, to prod dealers to connect with shoppers on the Internet, is helping retailers pay for online advertising on Google and other search engines. Frank Scion in National City, Calif., had never spent a dime for Google paid search until this month when Scion anted up co-op funds, said Sean Magaha, digital marketing director for the Frank Motors Group. The group owns the store south of San Diego. Dozens of other Scion dealers also are taking the plunge into paid search because of the brand's cost sharing, said Dave Winslow, chief digital strategist for Dealer.com, a Web site and digital marketing vendor.