Why Don’t More Display Advertising Campaigns Use Search as a Call To Action?

Winston Ong~July 20, 2013 /SEO Blog
red cross train billboard
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Winston Ong

I'm a Sydney based SEO consultant and search marketer. I blog about unique SEO topics the main sites don't talk about, and like fiddling around with real world SEO experiments that shed light on the limits of Googlebot.
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I recently took the below photo while waiting for a train in Sydney.

red cross train billboard

For what it’s worth, I really like the marketing message and actually went to the website on my phone with the intention of signing up for a blood drive.

Here’s the mobile site landing page:

seo mobile landing page

Pretty good job. Integration of traditional display and mobile site marketing is nothing new and makes perfect sense in a country where smartphone penetration is among the highest in the world (probably higher in urban Sydney).

These types of integrated campaigns are beyond any experimental phase and well into maturity so it would be rare to now find embarrassing oversights such as a non-mobile optimised landing page in 2013.

And yet, as I was typing in the web address into my iPhone from the billboard, I could not help but think this might have been a better way of funnelling me into the mobile website.

So here is the website call to action:

karma recharge billboard call to action

typing in a full website address, particularly with a subfolder is a real pain. It may sound pedantic, but the forward slash is super annoying to type in. I’d love to know stats on funnel drop offs due to it.

My 2 cents as a slightly biased SEO – use “search” as the call to action, since most marketing campaigns tend to use non-generic keyphrases.

Eg: Search “Karma Recharge”

karma recharge in google mobile search results

There’s a further opportunity here to brand your funnel – write an engaging, ‘on brand’ title and meta description that adds to the campaign marketing message.

Here’s what I would have come up with to show up in the mobile SERPs:

Title: Recharge Your Karma Here

Description: Need a boost? You’re just one step away from topping up your Karma and helping those in need.

 

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