“Challenge your broadband”
Virgin Media is the latest brand to use TV advertisings to push potential customers to the search engines. Its campaign, “Challenge Your Broadband,” encourages users to type that very phrase in to find the campaign’s landing page.
In a market place where search engine real estate is highly competitive it makes sense to look at less competitive Keyword phrases, which is exactly what Virgin Media have done. When comparing broad band service providers most the majority would search “compare broadband” or broadband companies” both of which are very competitive. “Challenge your broadband” is not a phrase that most people are likely to have searched in that past, or that most broadband companies would choose to spend their marketing budget on ranking for. That is until a few weeks ago of course;
Click “Challenge your broadband” for the latest seach results
As you can see most of the first page is taken up by Virgin itself, competitors are starting to take advantage of the extra traffic on the search term by using Google’s PPC advertising. But Virgin has taken a jump on its competitors by getting potential customers to search terms that they don’t rank for. Interestingly when you search “challenge your broadband” most of the listings are for Virgin but when you search for “Virgin Broadband” other broadband companies rank on the first page.
If you haven’t see the “Challenge your broadband” advert, here it is……..
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