Search is the new advertising in Japan
Posted on March 27th 2008 in Promotion & PR, Search Engines
This is interesting. I came across this post by Cabel (Cabel.name), according to which advertising search seems to be the new direction in advertising, at least in Japan. But wait, not the search advertising you’re probably thinking of…
How about that? Cabel says it makes sense since all the good domain names are gone, and almost no one will go past the first slash after .com or .net anyway. So, why not advertise the search query that will lead the user towards the brand, product or service?
Most people turn to the search engines in order to find something anyway, even if they know the direct URL to a site (it’s still entered in the search engine query field). But there are a few problems with advertising your brand using a search query. Google owns almost two thirds of searches on a daily basis, so your advertising initiative will most likely have the user go to Google. In that case you better own the first result page, which is plausible for brand searches, or searches that are very specific to a product or service directly related to your business, but pretty unstable if you’re advertising generic or unbranded terms. If you rank 1st for a generic term and you are stable on that position, than the risk is worth it. If Google really does record click-through rate for organic search results, than an offline campaign like this could increase the number of searches for a particular term you rank well for and attract even more clicks, maybe thus cementing your number 1 spot even more. Hm, I only wish it was that simple…
Then again, the interface shown on the advertisements may be well known to belong to a local search property used by the local community, in which case it’s easier to make sure you really appear as the main result for the advertised search query. Definitely worth experimenting with. If integrated well with an online campaign, this could actually work well, for example in the UK market. Get a priority listing on a local search engine, make sure you appear on top for that particular query, and then advertise your search query locally. It shouldn’t cost too much, and the experiment result, whatever it may be, will be worth it.
