The other day, I was talking to a client about doing some Google Ad Words, and the general topic of driving traffic to our site came up.
The company in question has B2B software as service in a not particularly scintillating business area. The application is good, it solves a real problem, but it's not all that exciting. And the market for it is just getting made, so a lot of folks don't even know they need it yet.
"I know," I told my client, "Let's put some stuff out there that associates us with what people are really searching for on the web. It may not drive business, but it will sure drive traffic."
We sat there for a couple of minutes coming up with our traffic-driving headlines:
"Alberto Gonzales may join Acme Software."
"Lindsay Lohan enters rehab; Acme announces new product."
"Is Jessica Simpson endorsing Acme Software?"
"Kevin Federline refuses custody of Acme Software release."
Well, a week or so ago, along with every other politically minded person in the country with a few idle minutes and an interest in what's new, I googled "Larry Craig."
And I thought I was being so original...
Off to the right, didn't one of the little ad word ads pop up with the name "Larry Craig" and some security software.
Can there really be something there?
So I clicked through.
I refuse to give them the benefit of the clickthrough by passing on their name and number, but there was indeed a real company with a real product offer behind the ad. Nothing to do with Larry Craig, of course, but I'll be curious to see what other "names in the news" these guys use.
Will they get any business out of this tactic?
I'm guessing that they will.
If only a fraction of the gazillion folks who searched for Larry Craig last week check them out, and only a fraction of them make a purchase, well...that ad word more than paid for itself.
My client will not, of course, be doing this. It really does make the company doing it look more than a little stupid.
But I am thinking of how we could tie current events in our market space - and there do tend to be some - to an ad word campaign. It just won't be current events of the Hollywood or D.C. variety.