Snickers AdWords Campaign Targets Searchers So Hungry They Can't Spell

3:16 PM
Targeting misspelled keywords has long been a strategy in search engine optimization and pay-per-click advertising in order to capture traffic that while it might not have as many impressions, it can be often cheaper than the correctly spelled term or easier to rank for the term. However, Snickers has taken this strategy to a whole new level, not only targeting misspelled keywords, but also using their ad copy to play on the fact that the person misspelled what they were searching for.

Part of the Snickers “You are Not You When You’re Hungry” campaign, AMV BBDO ad agency in London worked with Google to obtain a list of the top 500 search terms. Then, using an algorithm, they spun through common misspellings of those words until they had generated a list of 25,381 different misspellings.

How successful was it? In just over two days, Snickers managed to get 558,589 ad impressions on those misspellings. The campaign ran successfully in the UK for three days and they feel there is great potential to expand this type of campaign on a larger scale.
Targeting misspelled keywords has long been a strategy in search engine optimization and pay-per-click advertising in order to capture traffic that while it might not have as many impressions, it can be often cheaper than the correctly spelled term or easier to rank for the term. However, Snickers has taken this strategy to a whole new level, not only targeting misspelled keywords, but also using their ad copy to play on the fact that the person misspelled what they were searching for.

Part of the Snickers “You are Not You When You’re Hungry” campaign, AMV BBDO ad agency in London worked with Google to obtain a list of the top 500 search terms. Then, using an algorithm, they spun through common misspellings of those words until they had generated a list of 25,381 different misspellings.

How successful was it? In just over two days, Snickers managed to get 558,589 ad impressions on those misspellings. The campaign ran successfully in the UK for three days and they feel there is great potential to expand this type of campaign on a larger scale.