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Trial and Error

Search Marketing Test

September 16, 2007 5:07 PM

Let me say for the record that I have never previously conducted an Internet search for the term "serial killer." (You can even ask Google to check my search records.)

But I did, for the first time, last week.

During a phone interview with Showtime to review its search marketing strategy, the network's director of online marketing, Laura Hollenberg, explained that the company had begun buying search terms related to its crime series, "Dexter," which premieres Sept. 30. Those terms include "serial killer," "forensics" and "crime scenes."

So I plugged "serial killer" into Google. But my search did not return any paid listings for Showtime.

I informed Ms. Hollenberg during the call. Immediately she told her search marketing agency, Outrider, to allocate more budget for the term. Less than five minutes later, she said to try the search again.

I did. A sponsored link for Showtime appeared at the top of the page.

Now that's fast.


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