Dave Ragals, VP, client services, SearchIgnite, writes that paid search is a good way to measure advertising effectiveness, particularly for big-spend events like the Super Bowl. "The smart
advertisers put themselves in a position to keep scoring after Super Sunday," he writes. Chevrolet, he says, seemed to be the most aggressive, using not only its own themes but other Super Bowl
advertisers' themes. And, he says, they were among the few who used concepts from their TV commercials in paid search ads.
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