Me gustaría compartir una campaña que nuestro Senior Search Manager, Jim Pasqualone, realizó para World Wrestling Entertainment, ya sabéis Hulk Hogan, "los sacamantecas" o "el último guerrero".
El objetivo era de llegar no sólo a los muy aficionados de wrestling pero también a aquellas personas que comparten mas o menos el mismo estilo de vida que los primeros; hip hop, NFL, comics, actores de Jackass, Nascar, tatoos, etc. Lo que hicimos fue pujar por palabras no relacionadas directamente con el wrestling pero si con el perfil de las personas que siguen este pseudo deporte, como por ejemplo "Alternative Rock", "Hip Hop & Rap", etc... .
Sólo utilizamos "Content", es decir no apareciamos en google.com cuando buscas por los términos anteriores, solo aparecemos en las diferentes websites temáticas. Por ejemplo, si buscas "alternative rock" aparecían páginas como SKY.fm, etc, una vez haces clicks en estos links y entras en su web apareciamos en la típica columna de anuncios servidos por google.
En las primeras 3 horas tuvimos mas de un millón de impresiones. Pero los efectos positivos de este tipo estrategia off topic van mas allá:
1) El CPC suele ser 50% mas barato que si tu anuncio esta en la página del buscador. Con lo que le puedes ofrecer a tu cliente el doble de impresiones por el mismo precio.
2) Concentrándote en el perfil de tu consumidor en lugar del contenido de tu web llegas a tu público objetivo que no esta buscando activamente pero que puede estar interesado. Despues de todo los que buscan activamente ya los tienes enganchados.
3) Estás anunciandote en miles de websites gratuitamente. Mucha gente que no hace click esta viendo tu anuncio.
Comparte alguna de tus experiencia en relación al posicionamiento en buscadores y contenido off topic.
21 agosto, 2007
Posicionamiento Buscadores: Contenido Off Topic
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