More on GM & Google

I thought I'd elaborate a little on GM's recent use of Google in their TV ads. It's an interesting position to take. Surely, they get some brand cred by associating themselves with Google, but what are the other impacts? First, watch the ad here, and then I have a few thoughts on it.

Here are some issues to think about:

1. Search Engine Ad Mandate
   Yes, since GM makes the proclamation that all you need to do is search for "Pontiac" on Google, then GM has to make sure they're always running a PPC search ad at the #1 position on Google. Now, they already have the #1 natural listing, but because there are no guarantees in natural search, they have to always be #1 on every search for "Pontiac" on Google. It's worth noting that GM is running PPC search ads for the "Pontiac" query right now.
   
2. Paying for Free Traffic?
   Someone could surely argue that because they're referring folks to Google, and some of those folks are clicking on PPC search engine ads, they are paying for traffic to their site that would have otherwise been free. Sure... some, but there's not much of a way to track it.
3. The Google Risk?
   Consider the following scenario... Someone who hates Pontiac Google-bombs the query "Pontiac", and now in the top 10 results on that search, there's a listing for Pontiacsucks.com. In this scenario, their direction of folks to Google might not be such a good brand play.

I'm just thinking out loud about this, but these are definitely things any company thinking of following suit should think about.

Update: It looks like Mazda has fulfilled the risk above. They've been running a PPC search engine ad on Google touting a comparison between the Pontiac Solstice and the Miata! Thanks to Paul for the heads up.