It's a no-brainer that if marketers observe products or services that fail, either their own brand or a competitor's, they should call their ad agencies to reinforce their brand's position in the market. But if you don't know that a competitor's failure is also the perfect time to build search marketing keyword campaigns, I'm telling you now. In fact, it just might be the most strategic-related search campaign you can build.
Toyota had to recall 8.1 million cars due to a gas-pedal-related issue. Honda or Nissan marketers, for example, who notice Toyota's public relations nightmares should contact their search marketing agencies to make sure they bid on keywords related to the Toyota recall, Toyota gas pedal, and Prius brakes.
Marketers should buy keywords on everything closely or remotely related to Toyota's failures, according to Paul Burani, partner at Web Liquid Group, a New York-based marketing agency. "It's completely accepted in Google's trademark policies," he says. "It's an opportunity for Nissan to come in and say, our cars don't have bad brakes or gas pedals. We have a good safety record. It's an opportunity to tout statistics, or accolades given to them by the industry."
Burani says Nissan doesn't need to go into a reporting tool like the AdWords tool to know the amount of search activity around keywords related to Toyota recalls. While the tool would help quantify the decision, most marketers are wise enough to act on that hunch.
Not specific to Toyota's recalls, Web Liquid published a study that looks at search query volumes for "customer complaints" tied to 35 different global brands, and identifies various marketing opportunities surrounding the related search activity.
The study reveals the brands most commonly searched on in Google for customer complaints, industries that attract this type of scrutiny from consumers, and how well advertisers capitalize on opportunities to extend marketing around complaint-focused search behavior.
Nissan, with 4,686, took the No. 1 spot for total worldwide search queries; followed by McDonald's, 4,663; Hewlett-Packard, 4,650; andSamsung, 4,413. Ebay, Sony, General Electronic, LG, Hyundai and Microsoft round out the Top 10 list for worldwide search queries. But when indexing the customer complaint queries to the brands' overall broad match search activity, the study tells a completely different tale.
General Motors owns the top share of customer complaint queries, with 1.48 per 1,000 queries, followed by Maytag, Burger King, McDonald's, and KFC.
With Google owning about 75% of the search market, I'm not surprised when Burani tells me Yahoo and Microsoft don't get much of Web Liquid's attention. The study done in Google AdWords demonstrates Yahoo's slow and painful exit from traditional search, as it hands the ropes to Microsoft Bing. "Bing doesn't have the head start Google has, [with] about a decade in the search game and massive amounts of investment in research and development..." he says. "It makes Google the go-to."