According to Greg Meyers, Columbia Pictures' campaign for the movie "2012," due out next year, fails to use search correctly. While visitors who check out the film's trailer are told to "Google 2012,"
those who do won't find anything very specific about the movie -- "especially since there is no organic or paid listing that is part of a coordinated strategy with the movie trailer," writes Meyers.
Meyers works up a sample PPC campaign for the movie -- and suggests the studio put some punch behind efforts with Web analytics and the use of long-tail keywords in the trailer.
Read the whole story at SEM Geek »