I always watch with interest the adverts which increasingly use the ‘search for’ options within the above the line advertising activity, particularly television. This is something we increasingly see the larger brands utilising, sending offline consumers of their advertising online – and then tracking them back via online analytics (or uplift there of at least)
Today I noticed one for new movie ‘I am number four’ – coming out this spring here in the UK, which encourages users to go google number four:
I can’t help thinking the whole campaign however has been woefully implemented given the potential real estate on offer both from Google and secondary sources. One only has to look at the first result to suggest driving traffic to this result may not have been the best idea – with the first organic result a imdb result suggesting the site was a 2/5 film.
This is representative of a number of the campaigns out there which have tried to integrate the two channels. Tactical use of PPC in such cases is obviously essential however more and more of these campaigns should integrate the considerations of organic search into these campaigns. For example,dropping users into a google search for ‘I am number four’ see a much better overview and one that may actually provide people a better source into the website itself.
Further to that, some foresight in terms of planning may have provided them with some capacity to actually optimise their site for the term ‘number four’ or ‘ I am number four’ instead of leaving organic search as an after thought and relying solely on the Facebook PPC ad at the top – which in my opinion doesn’t really offer much.
So where did they go wrong
1) Don’t rely solely on paid search. In many of these instances particularly with movies organic search is going to offer significantly greater returns for two reasons – one it gets more clicks naturally – and two its possible to integrate the blended search results in – which again is likely to draw traffic to the organic search results.
2) Plan in advance. This in my opinion smacks of an after thought. Integrate such planning months in advance so that all your ducks stand a chance of being in order.
3) Pick a particular niche term – This will allow a greater transparancy in being able to track effectively the incremental uplift in traffic as a result of the above the line activity.
4) Don’t leave things to chance – The likelihood is that your campaign will significantly under perform.
5) Track track track – Get your baseline identified early – and understand the trend. This will allow you to better spot the opportunities as they present themselves.
This is still early days for many of these ‘integrated’ campaigns, however again it seems extremely underwhelming much like many of their predecessors. Perhaps it is due to the lack of case studies maybe,or it may simply be down to segmented marketing activity. However the net effect is this campaign could have been so much more powerful if they had incorporated consideration for both SEO and PPC and integrated subsequently with the social and above the line activity.