They ran several ads during the evening, but all focused on one core message (killing the long-term contract and if you switch they will pay the transfer fee) and a simple call to action:
They had an ad extension about paying the transfers, but they should have had one that said no long-term contracts. Still not bad, especially when you saw their landing page was in perfect continuity/scent with the Super Bowl ad.
They did a great job using all their ad extensions to focus on the product "Beckham Bodywear" and a second one to focus on the ads "Beckham for H&M." Then their landing page had wonderful continuity and scent. They also had a call to action in their ad for 30 percent off until the Monday after the Super Bowl.
There were some very clear differences between the winners and the losers. Which ad was your Super Bowl favorite? Did you check out the ads and landing pages afterward, like we all hope customers might? Finally, how are you doing at integrating all of your campaigns?
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Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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Paid Search in the Mobile Era
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June 10, 2015
12:00pm ET/9:00am PT