23 February 2009
Filed under Humour
Unless you have been hiding under a rock for the past few weeks, you will not have failed to notice the “Compare the Meerkats” promotion being run on behalf of the comparison website Comparethemarket.com, including a selection of humorous TV commercials. From all accounts the campaign has been an outstanding success, some would say a sensation, given the fact that traffic levels to comparethemarket have increased a staggering 86% with a fifth of visitors to the “meerkats” site navigating to the “market” site. So hats off the the agency, VCCP, who came up with the idea.
As with campaigns that overlap offline and online, it is interesting to see how the TV commercials affect search traffic. With the success that has been undoubtedly been achieved in this instance, searches for “compare the market” and without question for “compare the meerket” will have increased. When doing a search for “compare the meerkat” I found the microsite #1 in the natural SERPS and also a PPC ad from Comparethemarket, not related to the promotion it must be added. I then queried the term “Meerkats” to see if they had covered more generic terms in the PPC account. As you can see I found some other well known comparison sites trying to capitalise on the meerkats campaign…
You would think that it would be beneficial for Comparethemarket.com to display a PPC adtext as well or failing that, at the very least, a sponsored link to the Comparethemeerkat site? No doubt the quality score and conversion rate would be low here, but equally so would the Cost Per Click? And knowing how much clicks relating to financial and insurance related keyterms cost, this could be a cheap way of trying to drive some qualified (ish) traffic to the Comparethemarket.com website, after all it is they who are running the Meerkats campaign itself!