When Search Can Make Or Break You

It’s hard to argue nowadays that search isn’t important. It’s not often, though, that you see a real-world product completely base its advertising around it.

Check out these ads for the movie 2012, being launched on November 13:

Transit ad for 2012 movie

Billboard ad for 2012 movie

No website on either of them – just an instruction to “Search: 2012.”

If the website for this movie didn’t make it onto the top few pages of search results, through either organic or paid search. The movie would be in trouble, as the URL isn’t obvious either (whowillsurvive2012.com).

Fortunately for the studio, the movie tops the organic results (especially fortunate given there’s no sign of paid search):

2012 search results

Would you be confident enough in your website’s SEO to leave your URL out of your ads?

Dave Fleet
EVP Digital at Edelman. Husband and dad of two. Cycling nut; bookworm; videogamer; Britnadian. Opinions are mine, not my employer's.