Report: Releasing Super Bowl ads early jump-starts lifts in brand search

It’s no secret that most Super Bowl advertisers see a surge in search volume on and immediately following game day. What is not so well known is how much of a bump advertisers can gain by releasing their ads, or ad teasers, as is increasingly common this year, ahead of Super Bowl Sunday.
Technology company Quancast pulled some data for Search Engine Land to help answer that question. A look at five brands that have released their ads online ahead of Super Bowl LI shows the impact can vary widely, but all five saw a lift in brand searches in the days after release.
CPG brands Snickers and Budweiser saw by far the biggest jumps in brand search volume. Snickers has garnered attention for its four teaser ads in which the brand touts it will film the first live commercial, starring Adam Driver, during the game. Buzz around those teasers drove brand searches up 2,669 percent. Budweiser’s ad telling the story of its immigrant roots led to

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Commercial success: 3 last-minute PPC tips to pump up the effectiveness of Super Bowl LI TV ad buys

Ah, Super Bowl Sunday. There is no bigger day for football — or advertisers. And whether they’re on their couch or at a neighborhood watering hole, fans of both will be tuning in to Super Bowl LI in droves.
Sure, Super Bowl Sunday is about football. But the commercials share the spotlight. In fact, many Super Bowl viewers say they watch the game specifically for the commercials. Some (like me) skip the game entirely and just watch the commercials.
As we know, commercials can be the most memorable part of the big game, with water cooler talk continuing long after the last touchdown. It’s no wonder that brands spend an absolute fortune on them.
If you’re a brand that invested in TV for this year’s Super Bowl, how can you make the most of your TV spend? And what if your brand didn’t spend big for TV? How can you still benefit?
Read on for three tips to make the most out

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Bing adds 2016 Rio Olympic Games search feature & “Events to Watch” prediction tool

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Bing is getting into the Olympic spirit, bringing the 2016 Rio Olympic Games into its search results and launching its “Events to Watch” feature, recommending must-see Olympic events based on Bing Predicts technology.
Now, Olympic-related Bing searches will deliver a Rio Games box with tabs to navigate between Sports, Athletes, Schedule, Medals and Daily Predicts.

Bing will also track the number of medals won by each country and update daily its newly launched “Events to Watch,” suggesting the most anticipated 2016 Olympic events.
According to Bing, its “Events to Watch” feature delivers an optimized schedule of “must-watch” Olympic events based on projected upsets, new world records and the likelihood of a close competition — all calculated using Bing Predicts technology.
The post Bing adds 2016 Rio Olympic Games search feature & “Events to Watch” prediction tool appeared first on Search Engine Land.

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The Election: More searchers, more opportunities

In December 2015, Bing rolled out an Election 2016 experience, with data powered by Bing Predicts. You’ll know Bing Predicts as the crew that’s responsible for tearing it up at the Oscars, the NBA playoffs and the Scottish independence referendum (among others) with strikingly accurate predictions.

While the Predicts experiences have never been intended as an opportunity for advertisers, the reality is that on average they result in a 50-percent increase in search traffic year over year for those related terms and a 20-percent lift in “likelihood to use” Bing against Google in perception surveys.
As a marketer, I look at this as an opportunity. So I decided to dig into the Bing Elections 2016 experience to see what makes sense for advertisers who are looking for more volume. Here’s what I found out:
1. The Elections 2016 experience on Bing is incredibly engaging
This means searchers are apt to spend more time on the search engine results page (SERP). Not just

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Google: 82% Of Super Bowl Ad Searches Happened On Mobile, Up From 70%

Pity the Super Bowl advertisers that didn’t take full advantage of mobile search this year. According to Google, 82 percent of TV ad-driven searches during the Super Bowl happened on smartphones. That’s a 12-point jump from last year, when 70 percent of Super Bowl ad-related searches across Google and YouTube derived from phones.
During this year’s game, just 11 percent of searches related to ads aired during the big game happened on desktop/laptop, and seven percent occurred on tablets.
Overall, the ads drove more than 7.5 million incremental searches during the Broncos-Panthers game, according to Google. That’s 40 percent higher than the lift last year’s Super Bowl advertisers saw in search.
Searches driven by Super Bowl TV ads were at their highest levels during the first two quarters of this year’s match-up. Ads-related searches fell in the second half of the game, in which the score remained relatively tight. Google says this trend reflects what happened during last year’s close game.

That contrasts with 2014, when audiences seemingly

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New US Presidential “Candidate Cards” Are A Disaster For Google’s Search Quality

Google’s new experiment in giving US presidential candidates “cards” where they have a guaranteed position are, so far, a disaster in their debut as part of today’s Republican debate. They added little value in return for Google giving up its valuable search results space.
Earlier this week, Google said that it would be allowing US presidential candidates to post content directly to Google that, in turn, would appear in a “card” format in a guaranteed place atop its search results.
Undercard Debate Lets Fiorina Dominate All
The first test of this experiment happened during today’s “undercard” debate between Jim Gilmore, Mike Huckabee, Rick Santorum and Carly Fiorina. It was quickly dominated by Fiorina.
No matter what searches related to the debate that I tried, Fiorina’s posts always came up. Cards from her campaign appeared at the top of Google’s results for “gop debate,” as shown below:

No other candidates had cards. In fact, searching for Huckabee or Santorum by name produced Google search results

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Bing Predicts Launches AreWeIn.net For NCAA March Madness Basketball Fans

While most sports fanatics are focused on football this time of year, Bing Predicts is already prepping for the NCAA’s March Madness basketball tournament with the launch of AreWeIn.net.
The site provides daily analysis around a team’s likelihood of making the tournament, offering predictions on what the team will be seeded, how it will finish and its conference standings.
Users can search a team or select one by scrolling through team logos on the site’s home page to see its scorecard listing Bing’s current predictions.
Bing Predicts AreWeIn.net Team Scorecard

According to Bing, its predictions are based on “factors ranging from each team’s strength of schedule, opponents’ win/lose record, and even detailed statistical analysis regarding their on-court tendencies such as ball control, rebounding and field-goal percentage.”
Bing says it also uses web activity and social sentiment toward the teams, along with real-time information on details like athlete injuries and lineup changes.
While college basketball fans should love it, the site sounds like a

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