Comments on: PPC Keyword Hijacking and Branding: BA Christmas Strike Case Study http://www.bravenewme.com/2009/12/ppc-keyword-hijack-ba-strike-annsummers/ Wed, 14 Jul 2010 11:37:02 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Apple iPad PPC keyword hijacked by Mother Nature herself – aka Tampaxhttp://www.bravenewme.com/2009/12/ppc-keyword-hijack-ba-strike-annsummers/comment-page-1/#comment-2755 Apple iPad PPC keyword hijacked by Mother Nature herself – aka Tampax Fri, 29 Jan 2010 22:02:18 +0000 http://www.bravenewme.com/?p=1114#comment-2755 [...] hygiene pads. And now there’s a PPC ad for that, by Tampax.While I previously analysed the keyword hijack related to the BA strike and concluded that it failed in several aspects, this time it’s a [...] [...] hygiene pads. And now there’s a PPC ad for that, by Tampax.While I previously analysed the keyword hijack related to the BA strike and concluded that it failed in several aspects, this time it’s a [...]

]]> By: Magnus Nilssonhttp://www.bravenewme.com/2009/12/ppc-keyword-hijack-ba-strike-annsummers/comment-page-1/#comment-2712 Magnus Nilsson Sun, 20 Dec 2009 17:11:24 +0000 http://www.bravenewme.com/?p=1114#comment-2712 Jason. Great comment and idea of platform, could possibly work very well to run outside of these events (so to "hijack" brand terms during normal circumstances) thus avoid the sensitivity issue. Jason. Great comment and idea of platform, could possibly work very well to run outside of these events (so to “hijack” brand terms during normal circumstances) thus avoid the sensitivity issue.

]]> By: Tweets that mention PPC Keyword Hijacking and Branding: BA Christmas Strike Case Study | Magnus Nilsson on Digital Marketing -- Topsy.comhttp://www.bravenewme.com/2009/12/ppc-keyword-hijack-ba-strike-annsummers/comment-page-1/#comment-2708 Tweets that mention PPC Keyword Hijacking and Branding: BA Christmas Strike Case Study | Magnus Nilsson on Digital Marketing -- Topsy.com Wed, 16 Dec 2009 13:41:47 +0000 http://www.bravenewme.com/?p=1114#comment-2708 [...] This post was mentioned on Twitter by Magnus Nilsson, Charles. Charles said: ann summers: PPC Keyword Hijacking and Branding: BA Christmas Strike Case Study ... http://tinyurl.com/ycwfzw4 [...] [...] This post was mentioned on Twitter by Magnus Nilsson, Charles. Charles said: ann summers: PPC Keyword Hijacking and Branding: BA Christmas Strike Case Study … http://tinyurl.com/ycwfzw4 [...]

]]> By: Jason Ballhttp://www.bravenewme.com/2009/12/ppc-keyword-hijack-ba-strike-annsummers/comment-page-1/#comment-2706 Jason Ball Wed, 16 Dec 2009 10:54:26 +0000 http://www.bravenewme.com/?p=1114#comment-2706 I agree with you on the Perfume Shop example.Personally, I think if they're going to go for the hijack they would be better off focusing on the opportunity to buy perfume at airport prices. At least this passes the relevancy test: Now you don't have to go through duty-free to get a bargain. It could also begin to offer a platform for them to build a distinctive brand upon. It is likely to still fail the sensitivity test with stranded travellers though. I agree with you on the Perfume Shop example.

Personally, I think if they’re going to go for the hijack they would be better off focusing on the opportunity to buy perfume at airport prices. At least this passes the relevancy test: Now you don’t have to go through duty-free to get a bargain. It could also begin to offer a platform for them to build a distinctive brand upon. It is likely to still fail the sensitivity test with stranded travellers though.

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