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Headline: Many Super Bowl Marketers Drop the Ball on Search
Source: Advertising Age
Date: February 05, 2007

As most of you known, there was Super bowl on Sunday. Many companies such as Doritos and General Motors Corp. built up buzz before the big game with consumer-generated-ad contests. apparently, they forgot to one of the most important sales fundamentals which is the follow-thorough. Neither of them bought search ads around their Super Bowl creative. This led to the very disappointing situation--if searchers went to Google to search for Doritos and/or GM super bowl ad after the game, there were no sponsored search results for that terms. Instead, paid search results from CBS Sportline and YouTube showed up at the top of the page. Unsurprisingly,the overall number of marketers buying keywords around their brand name during this year's Super Bowl was up from last year.

In the cyber world, giving what searchers ask for is very important. If they are looking for your service/product by typing in the specific search terms and wouldn't be able to find you and finally they decided to visit your competitors, I think you fail the marketing campaign. Everything is happening in one click, just one click.

Here is the list of ads shown in Super Bowl XLI