Following up with Super Bowl Searchers
This year’s Super Bowl commercials were a driving force behind top internet searches -this is easily discovered by a simple peek at Google Trends (see below). In many cases, searchers were seeking the ads – in other cases, they were seeking the brands directly. Did Super Bowl advertisers do everything they could to capitalize on this search interest?
In a recent article on Search Engine Land, contributor Vanessa Fox tackles this very question. Out of 53 brands that she tracked, 44 bought a paid search ad, and 51 ranked organically for the brand name. Paid search ads drove consumers to specific landing pages based on their search, including custom YouTube pages designed to engage users. It seems that the Giants weren’t the only winners – Super Bowl XLVI advertisers seem to have carefully strategized how to capture users in the heat of their search.
Google Search Trends – Day After Super Bowl
Google Search Trends – Acura NSX over past 30 days
