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BBH's search terms are put to use at last One of the most interesting parts of the Internet advertising story is how paid search grew into an enormous business without ad agencies paying it much attention. As my colleague Andy McMains recently found out, many agencies still ignore it, even when it comes to their own names. Bartle Bogle Hegarty chairman Steve Harty dismissed the usefulness of paid search for an agency like BBH, saying, “We have a more targeted strategy than, ‘We’re open for business.’ Search is kind of indiscriminate in a way.” Reprise Media doesn’t agree, and it’s out to prove a point. It has purchased the Google keywords “BBH” and “Steve Harty,” which bring up ads that direct to a Reprise blog post laying out how dumb it is for agencies to downplay search. Copy for the BBH ad reads: “Looking for an Agency? Not Buying Their Own Branded Terms! Can You Trust Them to Manage Yours?” The post points out that BBH doesn’t even occupy the top slot in non-sponsored search results for “BBH.” (The bank Brown Brothers Harriman does.) That would seem to make a paid-search ad even more useful. All hope is not lost in agency land, though. Anomaly is using paid search as a creative tool in one of several interlocking sites it recently rolled out for Converse. Check out Converse Spelling Bee. —Posted by Brian Morrissey

July 1, 2008 in Morrissey | Permalink

Comments

Wow. Given the minimal cost of SEO for an agency, I can't imagine why you wouldn't bother.

I mean it's like the Yellow Pages.

Think about it, Steve Hardy: Why would I google BBH? Because I'm either a prospective client or employee and I'm trying to find out your address and/or phone number. Nothing more complicated.

So why not make it easy for me?

Posted by: Alan Wolk | Jul 1, 2008 11:23:05 AM

While Brian called out the paid search ads that we decided to run, those are really just a goof to make a point.

It is interesting that less than 24 hours after making the initial post, my counterpoint is already ranking #6 on Google for "Bartle Bogle Hegarty" and #3 for "Steve Harty" - now, I wonder if this followup will rank for their brands too? I guess we made our point.

Posted by: Josh Stylman | Jul 1, 2008 2:19:23 PM

Who gives a shit? BBH is just like any other top creative shop - it's known through reputation of work. As the old saying goes, if you need to ask, it probably isn't for you. Same goes for a google search.

Posted by: Mike | Jul 2, 2008 11:54:00 AM

Paid search is pointless for an agency like BBH. Anyone googling because they are interested in finding an ad agency isn't going to be the kind of client BBH wants. So, Josh Stylman, your point is not made. Sorry.

Posted by: agreeing | Jul 2, 2008 4:34:16 PM

Agreeing, while you are probably right that most BBH customers will not search for them to find an agency, they may do a search to learn a little bit more about them while comparing agencies. If they offer search as a component of their proposal it may reflect poorly on them if there are ads calling them out or there is a bank ranking for their acronym. The truth is that it probably not imperative that they buy keywords on their name but they would do well to cover all of their bases so they control their message through all available vehicles.

Posted by: Mark Pilatowski | Jul 5, 2008 8:01:18 PM

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