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Friday, April 14, 2006

Resurrection of the Search Ad

Honda and others are buying up search words unrelated to their products on the cheap in order to drive traffic to custom marketing campaigns. Businesweek writes that Honda found success buying "platypus" and "Super Bowl" and linking to custom sites that tied into its vehicles.

So perhaps the best terms to snap up would be words that are popular, but not so popular that the cost is prohibitive. A quick look at the Lycos 50 shows that the most popular searches include seasonal words like taxes and Easter. Despite its apparent popularity, "Dragonball" has just 3 advertisers on Google, so if you are looking for eyeballs, make a bid.

If you can find a marketing hook for a popular term, it may be a better investment than competing head on for the obvious words.

By Jason Dowdell at 11:24 AM | Comments (0)


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