This post is part of an ongoing series Countdown to Super Bowl: A Crash Course In Marketing Integration. This post marks “T minus 12 days and counting.”
The Premise:
Your boss proudly announces that a fantastic deal on a Super Bowl spot just opened up. Bottom line? You have just weeks to execute a massive integrated campaign. Read our ongoing series to ensure that, when this sort of mad, high-stakes scramble happens to you, you’ll be on your game.
Search Marketing
Organic search optimization should now include Super Bowl terms for indexing. Paid placement should be orchestrated to launch in time to support your scheduled ad pod in the game. Determine what specific ‘integrated goal’ search should play in relation to the full campaign (a) to lead consumers to further exploration, or (b) to drive conversion. Proper search term selection will be important in driving the appropriate consumer action.
Tracking programs (Google Analytics or statistical software) will help with campaign optimization. Upon activation, scrutinize search terms in real-time and pay special attention to terms that are getting an excessive amount of hits. Is this traffic driving the appropriate action for your campaign goal?
Remember with great reach comes great results… in other words, be prepared to manage (hopefully) a massive volume of queries that will be generated from game placement. As optimization must occur in real time, ensure that you or a member of your team is available to track users’ click path (if conversion is the goal) or check average time site time and bounce rates to gauge which terms are effective. Drop terms that yield high bounce rates and lead to low average site time or lack of conversion.
As example, for the Budweiser tie-in with Will Ferrell’s film Semi-Pro in 2008, initially over one hundred paid search terms were targeted, including multiple variations for “Budweiser,” “Will Ferrell” and “Super Bowl advertising.” The entire budget allocation was exhausted within 6-hours of the commercial placement during the game; but due to advance preparation for search over-performance, additional budgeting was triggered for the campaign to continue. The campaign goal was to leverage initial game placement awareness and drive continued engagement for consumers to re-play and forward the Will Ferrell ad to friends (to support search objectives, ad materials were also heavily syndicated – see next).
…to be continued – next, Content Syndication.
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