Super Bowl Commercials: Who Won, Who Lost
- By: kidmercury [privmsg - website] On 7th Feb 2006 In
Peter Kim of Forrester Research breaks down who were the winners and losers amongst advertisers of this past Sunday's Super Bowl on Charlene Li's blog. In particular is an interesting comment on keyword buying:
Guerilla keyword buying: During the game, keywords like "whopperettes," "dove," and "brown bubbly" were purchased by companies in totally different industries than the ones associated with the terms. CPC prices for these terms were in the $0.01 - 0.04 range at the beginning of the game. Hopefully these companies believe in search's ability to brand.
Has anyone tried such tactics? If so, how has it worked for you in terms of conversion and/or branding?
- Y! MyWeb
finally!
every time I teach clients about how to make adsense work I have this conversation. I don't tend to advocate it in quite such extreme timescales but I always tell people to look at what their competitors are advertising, look at what TV programmes are on, look at what films are launching and will get column inches, and where there's any relevance to their product (a lot of mine are in travel so I tend to get a lot of leeway from this) place ads for words which will be searched because of other peoples ad spend.
You have to pitch it right so you only get the useful click throughs but it can be supremely cost effective and can convert really well depending on the search - when Captain Correllis Mandolin was released holiday sales to Cephalonia went through the roof and it wasn't exactly an expensive keyword on release weekend ;)
The Big Looser That
no one seems to be mentioning IMHO is Mobile ESPN. I just want to know what marketing genius felt it was a great idea to leave out the URL: http://mobileespn.com/ out of ALL their Superbowl ads? The one 30 second ad which ran at least twice and the 15 second ads which ran 3-4 times?
They must just want people to KNOW that they have a new sports related wireless products, but they really don't want to acually SELL any of these products to people watching the Superbowl.
This has to be one of the biggest marketing blunders in Superbowl ad history.
I really just don't get it?
Dan
>> mobile espn
> mobile espn
and in the few queries i've done they dont appear to be doing any PPC for the term either, though at least they've got the top organic spot on G and Y.
charlene li's blog gives that a runner up award as one of the super bowl's losing ads.
Your Right
I posted before I read the whole blog. I thought I was alone in my observation, guess not... LOL
I emailed the writer of this article and told him he left Mobile ESPN off his loosers list and for some reason he has not replied back....LOL
http://sports.espn.go.com/espn/page2/story?page=rovell/superwinners
Best,
Dan
Who Cares
'nuff said
a friend bought the players names...
A friend of mine bought the names of all the players, largely just to show how underpriced search was compared to TV ads.
He let me grab screenshots of the stats...think they are from about 2 hours before the game till about 1am the following day.
Steelers
Seahawks
Google Blogoscoped notes
Google Blogoscoped notes that RepriseMedia has posted a score card analyzing the quality of Super Bowl search marketing campaigns.