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Optimizing for the Entertainment Vertical
The Entertainment vertical represents advertisers in several sub-verticals including Movies, TV, Music, Ticketing, Gaming and Media. Within the next few years, each of these industries will leverage the internet as a primary distribution platform. Follow the tips below to capitalize on this opportunity to target customers at the moment they're searching for relevant information and products.
As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our
Terms and Conditions.
Because entertainment advertising is often about creating buzz, it's important that you define a more concrete metric to measure success. For example, you might track trailer downloads or registrations for a discussion board. In the longer term, you should seek ways to correlate these conversions with future value (e.g., ticket sales when your film is released).
Clients who offer an online product should also establish metrics for success. If you offer music downloads, determine how much you want to pay for each new user.
| Getting the Right Traffic |
Entertainment-related keywords generate an enormous amount of volume. Construct your list carefully.
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Avoid running on artist or actor names alone.
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Instead, append the appropriate qualifiers: madonna mp3, madonna songs, madonna like a prayer. |
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Add the appropriate verbs as well: download, buy, etc. |
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Avoid madonna photos or madonna lyrics where not applicable. |
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Avoid running on movie titles alone, or run them on Exact match.
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Instead, append the appropriate qualifiers: dvd, video, or trailer for upcoming releases. |
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General terms like cheap
dvds or rap music are unlikely to lead to conversions for sites that are offering a certain DVD or CD rather than a broad selection. |
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If you're promoting a new product, it may be beneficial to add in some strategic general words, preferably in a separate campaign so that you can limit its budget. Also, monitor such words carefully so that they don't hurt your overall account performance by using up all your impressions. |
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| TIP: Broadband Content |
| 69% of Google users have high-speed internet access, making them more likely to view, listen to, and download music and movie clips. Add these features to your site whenever possible. |
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| Capitalizing on Media Exposure |
When a topic is hot in the news, you can usually trace a parallel spike in Google searches.
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During award show seasons, interest in nominees is at a peak. Use this opportunity to run a campaign for associated films or artists. |
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Take note of who's in the spotlight. When Keira Knightley was getting attention for Pirates
of the Caribbean, that would have been a good opportunity to advertise the DVD for Bend
it Like Beckham. |
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Capitalize on similar properties to drive brand awareness. For example, a network starting a new show might run on keywords for similar programming it offers and include messaging that references its other hits (e.g., "From the Creators of..."). |
| Cross-Promotional Opportunities |
It is essential to take advantage of cross-promotional tie-ins, especially if you own all the products.
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During the marketing push for a film, a company could run campaigns for the related video games, toys, or promotional food products. |
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If a studio is releasing a remake of an older movie or TV show, or even a sequel, it would make sense to run campaigns for the older properties these films are based on, as interest in the originals will be high. |
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In music, when a new album is released, you can run ads for the artist's entire catalog. |
The earlier you can plan your campaigns for your upcoming releases, the easier it will be to meet your goals.
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If your product already has a dedicated fan following, you can start a long-lead campaign that ramps up as you get closer to the release.
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For example, there is a huge cult following for Patrick O'Brian books, on which Master and Commander was based. By setting up a simple web site several months before the full push, the studio could have begun raising early awareness among diehard fans. |
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Offer a free newsletter or exclusive deals in exchange for a registration. Then you can invite users to return when new features are added over time to the web site, such as photos and videos. |
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By showing your ads on Google's content partner pages, you can build anticipation on discussion and movie news sites. |
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| TIP: Optimize for Content Targeting |
Google's content network includes entertainment specialty sites that can provide great value to your campaign. To make sure your ads play in the right places, group your keywords tightly and write highly targeted creatives.
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Return to Entertainment overview
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