Clear Channel Successfully Selling Keywords
September 4, 2007 at 5:45 AM (PT)
Type the word "bread" into a search on the website for CLEAR CHANNEL NEWS/TALK KPOJ-A/PORTLAND, OR, and you'll be instantly directed to an ad for DAVE's Killer Bread, a cleverly named local bakery from a local ex-con, reports AD AGE. DAVE's Killer Bread saw sales jump by 23% after they bought the keyword 'bread' on KPOJ-A's site.
For paid search, advertisers normally turn to the likes of GOOGLE or MICROSOFT for buying time with a radio station or TV network, but for PAUL MIRALDI, CLEAR CHANNEL's VP/Marketing, the tactic was a new way to show off the unexpected results of an online video his PORTLAND team had taken of the baker.
...I don't think he knew the power of radio... So we edited down a piece, they liked what they saw, we put it on the site and watched Dave's Killer Bread rake in the dough.
"He'd been trying to get on-air for awhile, but I don't think he knew the power of radio," MARALDI said. "So we edited down a piece, they liked what they saw, we put it on the site and watched DAVE's Killer Bread rake in the dough." MIRALDI began his efforts to boost web advertising initiatives in JUNE 2006 with a PHOENIX promotion called "Test Drive WEDNESDAY." The program linked a local auto dealer with a CLEAR CHANNEL station in an effort to allow test drivers to share their thoughts on the newest vehicles with listeners both online and on-air, in an effort to boost sales.
An instant success in PHOENIX, "Test Drive WEDNESDAY" has now been implemented in 20 markets, including DETROIT, where a local KIA dealership sold three cars in one day as a direct result of the partnership. Since launching the keyword-search initiative with GOOGLE in 2004, CLEAR CHANNEL has had about 15,000 local advertisers take out 20,000 different listings online. That accounts for about 15% of the total online client base.