• by Laurie Sullivan  @lauriesullivan, February 12, 2015

AutoWeb, a vehicle search engine with social sharing features, has secured a deal with adMarketplace to serve custom-designed targeted paid-search advertising in site results.

The on-site search advertisements were designed specifically for AutoWeb. The two companies began testing the creatives six months ago. The ads with image and text serve up alongside the site's search results to millions of auto shoppers searching through vehicles and content.

The ads featuring an image and text are more creative than a typical on-site search advertisement. "We made sure all ads serve as thumbnails with an image," said Vince Meyer, VP of business development. "We worked with the advertiser to create a different look and feel. If you looked on Bloomberg you would see a more traditional search ad."

About a year ago the company launched a new platform that allows advertisers to hyper-target consumers through programmatic media buying. adMarketplace advertisers can automatically adjust their bids to improve listing page performance and frequency, while targeting bids based on make, model, and ZIP code. Device optimization also across computers, tablets and mobile phones also plays a role.

Content plays an important part in AutoWeb's strategy. Late last year the company hired Michael Harley as editor in chief to oversee and manage all editorial content. Harley was West Coast editor for Autoblog.com, contributing to the site for nearly seven years, and spent five years writing automotive content for the global marketing firm of J.D. Power and Associates.

AutoWeb's editorial site supports vehicle reviews, automotive news and industry trends, safety, buying advice, and technology. Earlier this week, the company launched an editorial site with a variety of content like articles such as AutoWeb answers questions about leasing options to help shoppers understand the market.