Google’s Inside Adwords blog makes the excellent point that advertisers paying millions for a Super Bowl ad need to cover their bases on the online front, too.
The last two years, after the Super Bowl, I remember multiple articles lambasting the companies that ran great ads during the big game, but where impossible to find information on online.
All too often, if you run a decent ad, the next stop of someone who liked the ad is to Google your company name, product name or other relevant details from the ad. If you don’t rank number one for those searches, or you don’t buy a search ad on those searches, you might as well throw away the millions you spent on the ad. The next step is just as important as the initial ad buy, and advertisers who don’t think to Google are blowing their big opportunity.
So, as you relax on the couch and enjoy the premiere of this year’s commercials, take a moment to consider how your online advertising can complement your offline campaigns. We’ve found that users often search the internet for the brand or product that they’ve seen advertised or promoted on TV. So, running an online campaign that represents the products that you’re advertising offline could really boost your traffic.
If you’re lucky enough to have a spot advertising brand X in this years Super Bowl lineup, you can create an online campaign that focuses on the theme of your commercial to drive additional traffic to your site. Remember, to ensure that this campaign only runs during the days surrounding the Super Bowl, you can set specific start and end dates.
Google may be trying to sell more ads, but when you’re right, you’re right.
Nathan Weinberg writes the popular InsideGoogle blog, offering the latest news and insights about Google and search engines.
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