martinibuster - 6:48 pm on May 23, 2006 (gmt 0)

From my experience piggybacking on a similar campaign, I doubt that search query will generate significant, if any, traffic.

Careerbuilder did the same thing during the superbowl, and gained notice in the news media that they were bidding on terms related to their monkey ads. So I thought, "this is fun, I'll bid on those too and see how much traffic there is."

I created competing ads and actually expanded my campaign to include ads Careerbuilder hadn't thought of yet, and optimized my creatives better than they did, so I'd get an algo bump over them.

About two weeks into it monster.com bought a clue and started advertising on the terms as well. My ads, for awhile, were the top listed ads, listed over careerbuilder's ads.

In order to not spark a bidding war, I had decided to go stealthy, too. I did regional bidding, excluding the city careerbuilder's headquarters was located in, so that their managers would never see my ads and have a coronary. If they had folks in Los Angeles or Madison Avenue doing the actual bidding, they might see it, but the actual careerbuilders at HQ would not. LOL.

Anyway, the upshot of this is that the actual impression levels before during and after the SUPER BOWL ADS was 3,970 over the course of around a month on either side of the Super Bowl, the bulk of it the day of and after the superbowl, then quickly tapering down.

While there is some traffic for those keyword buys, I believe a company generates more branding exposure from the news media talking about the PPC ads, than from the PPC ads themselves.