January 20, 2005

WM Buys Search Ads for Walmartfacts.com

Via PR Fuel, we learned of a great article by David Berkowitz on Wal-Mart's use of web advertising to get people to walmartfacts.com:

Last week, the retail giant launched WalmartFacts.com to tell its story, backed by a massive print campaign. To help drive traffic to the site, Wal-Mart purchased paid search ads through Overture. A search on Yahoo! for "walmart" brings up a sponsor result saying: "Walmartfacts.com: What drives Wal-Mart? Want the facts? Go to walmartfacts.com."...

I called Wal-Mart to find out more about their paid search campaign. The representative couldn't answer strategic questions but shed a bit of light in her own way. "We did a media buy," she said. "We bought whatever we bought."

Then she said something more incisive. As to why they did the paid search campaign at all, she responded, "We wanted folks to be able to see the new site. When launching a site, it's just a smart tactic."

I agree that this is a smart tactic.

Posted by Kevin on January, 20 2005 at 03:40 PM