Notes and Thoughts on Grocery 2.0

The new Whopper advertising campaign has caught the attention of many.  Television advertisements stating “what if we had a taste test between the Whopper and Big Mac with people who have never experienced either”…who would win?  The “Whopper Virgins” campaign leads people to the website with a fun video of their experiment.  However, what Burger King failed to do is register their keywords for their campaign efficiently.  When “Whopper Virgins” is “googled” it is in top rank and leads the online user to the correct video and page.  When “Whopper Virgin” is “googled”…..zilch,zero, nada….until three google pages later.

As stated by Advertising Age, “This is a major missed opportunity. Google Trends shows that recently, the volume of searches for the singular and plural versions have been nearly equal. ‘Whopper virgin’ searchers must either go to an intermediary site or refine their search. Why can’t consumers ‘have it their way’ and get to Burger King’s site even if they’re off by a letter? This multimillion-dollar branding campaign could have covered all its bases with a $10,000 search marketing investment. As it stands now, Burger King risks frustrating consumers instead of serving up one whopper of a video.” read the whole story here

from Burger Kings Whopper Virgins campaign

The lesson?  Test your keywords.  You’re paying for them so you might as well make sure they work.  The “Ad Preview Tool” in Google AdWords is quite a helpful.  It shows you where you ad will appear and in most cases, where it is missing with certain keywords.  From there you can decide to place bids on these keywords….which in the end is what Burger King should have done.

Cheers!

Courtney