PPC Keyword Hijacking Tactics
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Transcript of PPC Keyword Hijacking Tactics
bravenewme.com Magnus Nilsson
What is Keyword Hijacking?
• The concept of ac4vely targe4ng high volume keywords for which the adver:ser content is not necessarily directly relevant
• Typically keywords are seasonal or trending topics on hot current events
• Benefits are high volume searches at possible low cost-‐per-‐click (CPC) due to low compe::on
Tools of the Trade
• Google Trends – Hot Searches
• Real-‐:me – search.twiJer.com
– trends.ellerdale.com (by categories)
• Trend spoKng and News
*screenshot from twiJer.com
Meet the Hijackers
Arbitragers Brands Objec:ves Cheap traffic to drive to “thin”
sites consis:ng mostly of adverts or a simple redirect to another partner that pays them for traffic
Generate brand awareness and new business
Challenges Technically achieve high volume at low enough CPC
Choosing the right opportuni:es to avoid damage to own brand
Let’s focus on the Brands!
Case Study: The Bri:sh Airways Strike
Photo by hJp://www.flickr.com/photos/quinnanya/ Photo by hJp://www.flickr.com/photos/maJ_hintsa/
What happened
• Bri:sh Airways union planned strike ac:on over 2009 winter holidays, which could possibly impact 1.5 million peoples travel plans
• Massive media coverage and volume searches on terms such as “bri:sh airways” and “ba strike” by concerned travelers
The Good, the Bad, and the Ugly
• ThePerfumeShop.com, AnnSummers.com and easeyJet.com appeared against keywords such as “ba strike”
• Is this a great opportunity for brand building and sales?
Note. Easy jet screenshot is from Easter 2010 BA strike, and used for illustra:ve purposes as easyjet also ran a similar advert in December 2009 but no screenshot was taken.
The Good
• While obviously opportunis4c and an effort to grab Bri:sh Airways business from stranded passengers, it s:ll adds value by offering a viable alterna4ve to people searching for informa:on about “ba strike”
Note. Easy jet screenshot is from Easter 2010 BA strike, and used for illustra:ve purposes as easyjet also ran a similar advert in December 2009 but no screenshot was taken.
…The Bad (or at least naughty)
• A brand with a cheeky and irreverent image • Have u:lised similar hijacks in the past to gain aJen:on and press coverage
• Possibly riskier than past hijacks considering the amount of people impacted and stress levels due to possibility of not seeing friends and families for the holidays
…and the Ugly
• The wording “strikes s:nk” shows insensi:vity with the worker’s struggle for a fairer deal
• The flogging of cheap perfume as a subs:tute to a Christmas with friends and family is highly contrived and shows insensi:vity towards the would-‐be passengers
Conclusion
The Challenge: • Avoid damage to the brand equity that has been carefully built up over many years, for the opportunis:c chance of a laugh, eyeballs or short-‐term sales
• The decision typically need to be made within minutes or hours to maximise its impact
The Thee Rules of PPC Hijacking
Always be:
• Sensi:ve – Show respect for the situa:on and anyone impacted
• Relevant – Provide something of genuine use to the audience
• On Brand – Don’t try to be something you’re not
This slide show is based on an ar:cle posted on www.bravenewme.com
bravenewme.com Magnus Nilsson
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