Walmart, Other Brands, Retailers Cozy Up To Search Marketing Leading Up To Super Bowl

Brands wanting a little Super Bowl action, whether or not they run broadcast TV advertisements, are relying more on search engine marketing as a way to transcend offline to online advertising. Data released Wednesday from two separate agencies looks at keyword terms and how brands use them in paid-search ads leading up to the big game.

Clavis Insight, which conducts e-commerce analytics for fast-moving consumer goods (FMCG) and consumer product goods (CPG) brands, took a look at the keywords and search campaigns that online retailers and snack brands use to best position and capture sales for online grocers as the Super Bowl approaches.

Supriya Chaudhury, CMO at Clavis Insight, said some of the biggest brands now transcend campaigns from offline to online -- specifically during the Super Bowl -- but one thing missing is the ability for retailers like Amazon to cross-sell snack items like plastic and paper cups or plates.



The analysis from Clavis found that Walmart moved into the best retail position to win by offering the broadest selection of chips and dips, and making it the easiest to find snack categories from their home page. Frito Lay dominated keyword search terms. It placed the company in the top search position in three out of four stores, when consumers searched on the keyword "chips."

Pace and Tostitos held the top spots for searches related to "dips," ranking and share of first-page results. This is consistent with most retailers. When it comes to Peapod, more shoppers see brands like Cape Cod in search query results in the Chips and Dips category.

AdGooroo also examined paid search text ad impression on 164 Super Bowl-related keywords in the U.S. on Google from Jan. 24 through Jan. 26, 2015, for terms ranging from "super bowl" and "super bowl commercials" to "super bowl tickets." Many of this year’s Super Bowl advertising sponsors are integrating paid-search advertising campaigns.

Toyota's Lexus took the lead for all advertisers in share of voice, with a 10.2% paid search impression share promoting its new Lexus NX model. took the No. 2 spot, with a 10.1% impression share.

PepsiCo’s Doritos took No. 3, with a 9.1% impression share for its interactive promotion Anheuser-Busch's Bud Light took No. 4 with 4.6%, offering search ads that direct consumers to its “Real Life PacMan” commercial, which will run during the game.

AdGooroo Mars' will not run a TV ad during the game, but is running paid search advertisements with Super Bowl-related keywords to promote its customized Patriots and Seahawks M&M candies for Super Bowl parties.

There are only four Super Bowl TV sponsors in the Top 20 for Paid Search Share of Voice, but Google is helping pick-up slack by directing searchers to YouTube to view videos of Super Bowl commercials. Gaining a 4.5% impression share, YouTube's ads during the period included promotions for Pepsi, Toyota Camry, Snickers, McDonald's, and Budweiser.

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