Advertising age has a good piece on packaged goods manufacturers figuring out that Adwords exists and that it can have value for them. Great examples around the pet food recall category.

When panicked pet owners typed “pet food recall” into search engines during the recent contamination crisis, the paid results included affected and unaffected brands hoping to reassure consumers, plus lawyers, news outlets and even politicians trawling for plaintiffs, readers and votes.

Bounce is among the package-goods brands that are beginning to buy into search advertising.

But there was one even odder interloper — Procter & Gamble Co.’s Bounce dryer sheets. Bounce wasn’t trying to capitalize on the misfortune of sibling brands Iams and Eukanuba. It was simply running a previously scheduled ad around the word “pet” to drive pet owners to BounceEverywhere.com to show how to use dryer sheets to get hair off clothes.

Here’s the money quote though for this industry and in fact everyone marketing online that wants to do search. Its a difficult thing to manage and if you throw the IT department at it as some might suggest, it will fail. You need a strategic mind.

One problem companies have is figuring out who owns search, Mr. Blackshaw said. Agencies aren’t necessarily equipped or required to create search ads, he said, and it’s often unclear internally whether marketing or information-technology staff is best-equipped to manage search.

Source: Advertising Age – Digital – Package-Goods Marketers Finally Find Value in Search

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