According to NMA Google is planning a trial of “call to action” TV adverts in the UK.
The trial will see large brands encouraging TV audiences to go online and search Google for a particular phrase or brand related keyword.
Some brands such as Orange are already doing this with campaigns such as “I am” but have been criticised for poor execution. Orange were forced to take out a PPC ad for the term after they could only get their campaign website to second place in the rankings behind an authority site.
The problem with these sort of campaigns is that rather than sending traffic directly to the advertisers website they are directed to a search results page with 10 listings and perhaps 8 PPC adverts. Traffic is going to leak to the 9 listings and 7 PPC ads that are out of the advertisers control.
While we’re constantly experimenting with new ad formats and are very interested in the ways in which search can be integrated with offline media campaigns, we have nothing new to announce at this time.