Super Bowl Keywords In Paid Search Link Cross-Media Strategies
by Laurie Sullivan, MediaPost
Marketers spent big on the keywords "super bowl" and its variants to attract fans in January, according to recent data. The top keyword on Google in the U.S. brought in $328,702 with a click-through rate of 9.50% at a cost of $1.38 per click from about 15 advertisers. The variant "superbowl" had the best click–through rate at 10.90% at a cost of $1.51 per click. Four advertisers spent a combined $115,503 in January 2016.
AdGooroo, a Kantar Media company, examined U.S. Google desktop text advertising activity on 168 Super Bowl-related keywords from Jan. 1 through Jan. 31, and found that Doritos’ parent company Pepsi.com generated a 2.1% click share, followed by Walmart.com at 2%, KraftRecipes.com with 1.9%, Pinterest.com at 1.8%, and Ideas.Evite.com with 1.5%.
The investments marketers are making in paid search this year appear to link into cross-marketing strategies. Pepsi also promoted its sponsorship of the Super Bowl half-time show for the fourth year in a row. Walmart and Kraft Foods promoted recipes for Super Bowl parties.
Doritos went head on to advertise its tenth and final year for its "Crash the Super Bowl" customer-generated ad contest, leading in click share that accounted for 36.5% of all clicks on the Super Bowl keyword group in January.
Ticket sellers also led in click share. Following Doritos, the next-closest market segment were ticket sellers Ticketmaster at 5.9%, StubHub at 4.3%, and Ticket Liquidator at 3.8%. Ten other smaller ticket sellers made up another 19% of clicks on the Super Bowl keyword group.
AdGooroo identifies three dominant themes in the Top 10 Super Bowl keywords in January, including tickets, party food and commercials. The general term "super bowl" and its variant, "superbowl," accounted for more paid-search spend than any other keywords in January -- a combined $444,000.
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