Tamar, the search agency, got some great publicity last week with their report highlighting the lack of paid search ads on World Cup terms by the sponsors of the tournament. Shame, then, that Tamar themselves are also guilty of neglecting paid search to make the most of this publicity.
The report is a great marketing idea. It looks at how World Cup sponsors such as Adidas, Sony and Coca Cola are not yet placing paid ads against terms such as “world cup 2010” and “soccer world cup”.
Indeed days after the report hit the press, they’re still not. See below screenshot.
This is a missing an open goal. These brands are spending tens of millions of pounds on the actual sponsorship and search would be a highly effective way to leverage the association with the tournament. They’ve got the websites crying out for traffic. Take CokeZone – below – for example.
Curiously even the PPC ads that Coca Cola do run on terms such as “coca cola world cup 2010” link to a pretty confusing blog page when the above would seem a better landing page.
For highlighting the missed opportunities by the World Cup sponsors, it’s definitely top marks to Tamar. It got them some outstanding PR including the Guardian and is a probable door opener to talk to the sponsor brands, and other brands, on their search strategies.
My one gripe is that when I search on Google for the report, using the obvious terms such as “Tamar search marketing world cup report”, not only did the agency not appear in the organic listing they were nowhere to be seen in the paid listings either. Their competitors are though. See the below screen shot.
A bit like a football commentator berating a player in the premiership for scoring an own goal then turning up for his Sunday morning team and doing the exact same thing.
Tags: adidas, b2b marketing, coca cola, coke, Google, Guardian, ppc, search marketing, sony, tamar, world cup 2010
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