Stretching Your Advertising Dollar

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After paying millions of dollars for a few precious seconds of airtime during the Super Bowl, companies are going online to get the most out of their advertising buck. As reported by CNet, ad agencies are buying up keywords that people might use to search for their products. For example, Dove bought keywords like “real beauty” in reference to their first Super Bowl commercial. Knowing that people often search for what they see on TV, these companies are trying to get the most out of those Super Bowl campaigns and it most likely paid off, too.

Running multiple ad campaigns in several forms of media is not for everyone but if you are running a TV or radio commercial, it is definitely something to think about.

About the Author

Andrey Milyan was the first editor-in-chief of Search Marketing Standard, the leading print publication covering the search marketing industry. He has been following and reporting on industry developments for over 10 years. Andrey now works in the paid search sector of a prominent search marketing agency.

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