I just saw this ad when searching for Aston Martin on Google - an example of a disgruntled Aston Martin owner hitting back...
The ads are running on the Google search and content networks.
The guy's made a website here about how much he hates Aston Martin and his DB9... could be a problem for them, if his PPC budget keeps up. Just shows that Google PPC and blogging is a great leveler. I wonder if Aston Martin are onto this yet?
Here are my 3 tips for successful social media marketing campaigns
1 - Make sure you can track everything you do
As with any digital marketing campaign it's important to track what works well and what doesn't, so you can improve next time, and measure ROI.
If you are driving traffic to a website or campaign microsite and you want a big enterprise solution then you could use Omniture - www.omniture.com
Or Google Analytics is free - use it. It tells you where users came from, what they did, and whether they came from a particular social media website or forum, or via a paid ad.
Their new flash integration means you can also track interactions within a flash game - www.google.com/analytics
Get buzz tracking in place - either automated or with a real person reviewing blog comments.
2 - Make sure widgets, video and games run across all social media platforms
Clearspring's widget technology is cool - you build one widget in flash, and it runs on Facebook, Myspace, Bebo, blogs etc. And it has built in tracking technology. And it's free (if you want individual tech support then there's a charge).
Clearspring can also be used to track video views and game plays across social networks - www.clearspring.com
3 - Paid placement
To boost your campaign think about paid placement of your social media message. This is essentially an ad for your video, Facebook page, game or website.
YouTube, Bebo, Clearspring, most online game sites and Facebook all accept paid placement - ie promoting brand messages to their userbase.
These can be used to boost views to a Facebook fan page or YouTube video. Google recently allowed some brands to put their branded Twitter feeds into Google ads automatically. Using display ads on Google's content network or with Google Ad Planner is another good way to raise awareness and drive targeted traffic to your website or microsite.
Google mobile search ads are a vastly underused channel for brands in my opinion. The good news is this means that at the moment they are a relatively cheap way for challenger brands to reach prospects in a recession.
Even big auto brands like BMW, VW, Jaguar, Honda, Ford, Toyota, Mercedes and Audi are not advertising on Google mobile. Their ads were missing from a quick search I did back in December 08 and again on Google mobile today, despite each having a mobile internet site. This seems like laziness on the part of media planners, or have these brands tested mobile search ads and found them lacking? Not enough search volume on mobile? Maybe they just don't want people to go to their mobile sites? Who knows.
Come to think of it, Audi aren't advertising on "proper" Google on PC at all at the moment, either. They are relying on natural search and not paying for any PPC, so they're excused :)
The only auto brands I could see advertising on Google mobile were Renault and Fiat - challenger brands - and SwiftCover car insurance. Do SwiftCover count as a challenger brand too? Maybe. They were certainly advertising against all the car brand keywords.
While a good channel for most brands, mobile ads are particularly obvious for mobile handset manufacturers, and mobile entertainment brands (mobile games etc). Again, for mobile games it's the new challenger brands who tend to be advertising on mobile (www.lastlevel.mobi), as well as bigger brands like EA Mobile. While mobile handset and operator brands like Sony Ericsson, Motorola, Nokia, Orange, O2 and Carphone Warehouse aren't advertising at all on google mobile. That's just weird if you ask me.
Here's a 1 minute google mobile video with requisite iPhone-style imitation west coast drawl voiceover. Actually, looking at this video I can see why nobody has bothered advertising. Most people have probably fallen asleep by the end.
Google have changed their policy on "Hard alcohol and liqueur" - spirits like Whiskey, Rum, Vodka etc. Previously these ads were banned on Google. From this week spirit ads are allowed in the US, with plans to roll them out in the rest of the world soon, with spirit Google ads in the UK expected in January.
Ads for beer, wine and champagne are also now also allowed on Google, in a change to previous policies.
From Google's adwords blog: "To comply with the updated hard alcohol and liqueurs policy, advertisers must promote the information about hard alcohol and liqueurs that their websites contain, such as recipes and brand messages. Ads that directly promote the sale of hard alcohol and liqueurs are still not permissible through <Google's> program. In contrast, advertisements for beer may directly promote its sale.
For example, under the hard alcohol and liqueurs policy, you might market to individuals searching for helpful and relevant alcohol-related information by promoting holiday cocktail ideas or the caloric content of popular spiked beverages. Under the beer policy, you might state a specific sales promotion for a great winter ale."
Actually it's 90 seconds, but it's a pretty good overview of how Google Analytics can be used to track which google search keywords are actually bringing sales, and which are just burning up media budget.
