Cheap Adwords tactic in crowded market
Flying up to Sydney today for our quarterly Platinum mastermind meeting, I noticed an interesting use of Adwords by an advertiser on the in-flight Virgin Blue television service.
The advertiser was Quickflix Movie Rentals, who have an online DVD rental business. It’s a pretty competitive field.
However, the call to action in the ad was to ask flyers to Google “Q” — and then Quickflix would simply bid on the letter “Q” as a sponsored ad.
Much easier to remember than their name. Just go to Google and type in the letter Q.
And it instantly takes virtually all competitors off the search results page… the ONLY advertisers were Quickflix, and a comparison service recommending Quickflix (obviously there’s some room for smart competitors or affiliates here).
On top of that, rather than having to pay a small fortune for popular keywords in their category (they’re ranked number 10 position for “online movie rentals”), they only have to pay a comparatively tiny amount to rank number one in their search results for “Q”, as noone else is bidding on this keyword (keyletter??).
I’m not sure if Quickflix use this in other offline advertising, but it’s certainly a cost-effective way get people to only have to type in a single letter to be one-click from the right website!
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