In an attempt to reduce summer inventory of the aging Forester crossover, Subaru used some very clever Google ad campaigns to lure Honda CR-V buyers into their competing model. Basically, every time a shopper went looking for a CR-V, Subaru ran a paid search on Google that would bring them to a page for the Forester.
The Subaru listings asked shoppers to ‘Compare CR-V vs. Forester.’ When clicked, the listing showed how the Forester beat its top-selling competitor in many ways.
The move helped the Subaru Forester post three of its best months of 2012 this summer, according to Dean Evans, Subaru’s chief marketing officer.
“The beauty of [a Google] paid search is that you put your money in until you get the number of leads you want. Then you just shut it off,” Evans said.
– By: Omar Rana