Olay, a first-time Super Bowl advertiser, took the top spot in Merkle’s sixth annual Digital Bowl Report, which evaluates the marketing efforts of Super Bowl advertisers.
The report evaluates how well Super Bowl advertisers supported their advertising campaigns across the main digital channels, from social media to paid search to SEO and other digital media.
Olay’s ad landed in one of the top three spots in Google search results. The campaign supports a Super Bowl-focused landing page and an optimized YouTube video.
After taking first place in 2018, Avocados from Mexico returned in the No. 2 spot for overall digital ads, earning the top score in search engine optimization (SEO) and excelling in real-time social engagement, according to Merkle.
Expensify followed at No. 3, Stella Artois at No. 4, Sprint at No. 5, Budweiser at No. 6, Amazon at No. 7, Doritos at No. 8, and Verizon at No. 9. Mint Mobile rounds out the top 10.
The Avocados From Mexico spot put dogs in charge of judging their humans — whose dogs know will do “Anything for Avos.”
It seems those searching for the ad, Anything for Avos, had an easy go at it with help from internal links from the brand’s home page, a searchable link from the commercial’s final card, and a landing page that targeted “Big Game” keywords in its URL, on-page elements, and content.
Amazon was also pretty successful at creating a dedicated Big Game landing page. The landing page, rapid page-load time, and uploading the commercial to YouTube helped the company’s SEO strategy.
Merkle also provided strategies that Amazon could have used to better optimize the page title, H1, and meta description of its landing page to include additional Super Bowl and campaign-specific content to improve search engine visibility and drive more traffic to the page.
In SEO, brands were graded on campaign landing-page optimization, meeting reasonable standards for site speed and security, discoverability, and YouTube optimization. The paid search team reviewed relevant keyword targeting, ad copy, and landing page experiences, along with visibility across device types.