In the article she started out with how long they have been covering the Super Bowl ads and their correlation to search. “It’s year number six of tracking how Super Bowl ads compelled us to search and just how well advertisers take advantage of all that searching.”
From the article:
So what can we learn from Super Bowl advertisers this year?
Keep it simple: No, even simpler than that. Different hashtags on every commercial and yet another layer of different taglines, plus even differently named microsites does not make your brand easy to find in search results. Most brands got that right this year, but there’s still room for improvement.
Don’t forget the basics: Some sites just needed to stop hiding all the text on the page in images. Or to use a descriptive title tag. Or a meta description at all. These things are easy, quick, and don’t cost anything, but can make a huge difference in how many visitors the site sees from search.
Mention the huge star in your commercial! Lots of searching happened for the stars featured in the commercials. I couldn’t find any video descriptions (on YouTube or web sites) that mentioned them by name, other than Chrysler and Bob Dylan.
The article took a long look at Budweiser which apparently won the Super Bowl of Search. Check out the article for all the screenshots and info that Vanessa brought to light about the Budweiser campaign.
Of course our readers are concerned with the domain industry and Vanessa did cover Go Daddy.
Putting aside the content of previous years’ commercials, GoDaddy always did a fairly good job of integrating their online presence into their commercials. They typically had a “see more on our web site” teaser and included the domain name (although in the last couple of years, they confusingly started advertising both godaddy.com and godaddy.co).
This year, with a new CEO and all-new advertising strategy, they dropped the online link altogether. They promoted two hashtags: #liveyourdream and #itsgotime (apparently, the new grammatical hashtag rule is that drop apostrophes in order to properly irritate English majors everywhere). They also promoted the tag line “Get Found”. The web site has the commercials, which is great, but mostly promotes the tag line “It’s Go Time” (apostrophes get to come back in tag lines, to the joy of us all).
OK, so a little confusing, but how did all of this impact search? Searches for the brand [godaddy] are fine: they rank organically and have bought a paid search ad for brand searches. But they’re nowhere to be found (organically or paid) for any variation of #liveyourdream or #itsgotime (in any combination of spaces and hash marks).