An article on AdAge.com yesterday reports that Go Daddy is bragging about the record web traffic the GoDaddy.com "Exposure" ad drove to their site during and after the game.
My reaction: A) I'm not surprised. B) Who cares. Who cares how many eyeballs they drew to their site? Last I checked, Go Daddy doesn't make money based on how many people visit GoDaddy.com. So why set that as a measure for success on your Super Bowl spot. To me it looks like this is all about supporting somebody's ego, not about driving business.
How many of those four million-plus eyeballs were people who will actually ever buy a domain? How many of those people explored an area of the site that was actually about what Go Daddy sells and not one of the six areas dedicated to showing off Danica, Candice or Amanda? And finally, how many domain names did they sell during these visits?
It's not about how many clicks or hits you get. It's what happens after people visit your site or after the click that matters. You can drive all the traffic in the world to your site with a gimmick. Sure gimmicks are fun and it might even be fun to see all those visitors coming to your site. But if those people are not the right visitors for what your site is about, who cares. It doesn't really matter.
What is it about you planners, that makes you say that a multi-million dollar ad buy ought to result in some sort of increase in revenue for the client?
Sheesh. :-P
Posted by: Jon Dueck | 11 February 2008 at 07:13 PM