Tue, August 21, 2007
A common question continues to come up regarding search engine marketing – “Can I purchase keywords on Google based around the names of competing shows?” The idea being that if someone is Googling "X the musical", a competing show (Y the musical) can buy a sponsored link to put themselves in front of that consumer. Short answer is that, as of now, you can do this. As you will see in the article below, American Airlines is suing Google to stop competitors from buying keywords surrounding its trademarks. It’s not an easy case to win.
But, just because you CAN buy keywords relating to competing shows doesn’t mean you should. In fact, based on all of the research we’ve seen – and we have tested a variety of campaigns – we have seen little to no success in trying this method. Not only is the click-thru percentage low, but once they click on your ad, there is a next to non-existent conversion rate. There may be a few recognizable Broadway brands that could try this, though I’d bet there are a handful of other ways to better spend your ad dollars. We will keep you posted as we learn more on this.
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