ABC helps Lost Fans using AdWords

As a Fan of ABC’s show Lost I questioned when the show would return, with the Writers Guild strike it seemed very “up in the air”. After a quick Google search for the keyword “Lost” I got the following results page:

ABC is bidding on the term “Lost” which is not surprising, but the Ad text is splendid. As you can imagine a healthy portion of those querying “Lost” are looking for the air date and time. The Ad text delivers that message to Lost fans at zero cost to ABC. Even if a Lost fan did click the paid ad it’s likely a <$0.15 CPC.

“Yeah that’s nice, but my Campaign is B2B focused”

While ABC has it easy with show times and dates placed in Ad text at no cost*, any Paid Search campaign can benefit from answering a users question without clicking the Ad text. A clear cut example for a B2B campaign would be to bid on the conferences and events your sales staff will be at, and have Ad text saying “Meet us at CES” or “Find us at Booth 102″. While this tactic does limit an ability to track and measure success via a Search Engine report, you should have some directional success data from booth / sales staff.