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Done campaign

2012 July 29
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Posted by CreateDevelop

Open University have an advertising campaign running that asks people to search for “done” to find out more. A general search on Google brings up their ad at the top of the page through Adwords. So basically, they are paying for the TV ad, and paying to get people to click on their ad.

The PPC ad takes people through to a landing page that says the following;

“Whether you’re seeking a new challenge, a promotion, or a new qualification, Open Universities Australia (OUA) has what you’re looking for….” etc

Not so done?

There are a few problems with this campaign. The first is that it looks like the website is not really optimised for the keywords they are using. So why not? They could have picked up some easy points by getting the page to rank for the keyword. Looking at the meta title and description tags, they don’t even use the word. Not even the page itself uses the word. They could at least attempt to rank for the word, and maybe pick up more clicks than just through the paid advertising?

The second is, as far as branding, marketing etc goes, why not use a keyword that is related to your promotion? “Done” has to be one of the most generic, unoriginal and unimaginative keywords to choose from. Why not use keywords like “open education” or even better something that conveys an actual advantage like “education anywhere”. That way at least they will pick up some other marketing benefits from the program.

The final thing we think the campaign missed out on, is that the landing page has no remarketing tags. Open Universities could use the Adwords remarketing to serve personalised ads to everyone who clicks through on their campaign. At the moment, all the traffic they drive through to their site is lost.

done
v.
Past participle of do1.
adj.
1. Having been carried out or accomplished; finished: a done deed.
2. Cooked adequately.
3. Socially acceptable: Spitting on the street is just not done in polite society.
4. Informal Totally worn out; exhausted.

The final definition of the word could probably apply here. Its a shame the campaign wastes so many opportunities to wrap up the users who are coming through to the site.

In linguistics, auxiliary verb refers to the use of a verb to add functional or grammatical content in addition to that information expressed via the main verb of the construction in which it appears. Auxiliary verbs constitute a closed class – there are only about a dozen clear auxiliary verbs in English – and they are easily identified using inversion and negation diagnostics.[1] One or more auxiliary verbs often combine with a full verb (= main verb) to form a verb catena (= chain). A given verb catena functions as a/the main predicate of its clause. Auxiliary verbs help express functional meaning of aspect, modality, voice, emphasis, etc. Auxiliary verbs are also called helping verbs, helper verbs, or verbal auxiliaries, and they are glossed with AUX.

In many non-Indo-European languages, the functions of auxiliary verbs are largely or entirely replaced by suffixes on the main verb. This is especially true of epistemic possibility and necessity verbs, but extends to situational possibility and necessity verbs in many indigenous languages of North America, indigenous Australian languages and Papuan languages of New Guinea.

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