So I’m a little confused by this one. Netflix has apparently purchased the Google AdWord for the term ‘netflix’. This advertising strategy seems strange to me for two reasons:
1. Netflix.com is ALWAYS going to show up first when someone googles the term ‘netflix’. I mean, the 2nd-place result is currently a blog article from forbes.com — a site that has no chance of being more relevant for this search term. Why bother defending your position in search results if your position is iron-clad. Apple doesn’t buy the the AdWord for the term ‘apple’ and Hulu doesn’t buy ‘hulu’ because there is literally no reason to. It doesn’t make sense.
2. Netflix has to pay Google every time a user clicks the ad. Let me repeat this important fact: Netflix has to pay Google every time a user clicks the ad.
Considering how many users use the search box to navigate the Internet (as opposed to typing in the full URL of the site they want to visit), Netflix must end up paying Google thousands upon thousands of dollars every year just to deliver this almost entirely redundant search entry. Is it really worth it to get that alternate title and description in there?
In a related story, Netflix also hands over money to Bing for a similarly stupid service. However, it appears Hulu has joined them there in the redundant stupidity.
* Slaps forehead… clicks on the ad just to punish Netflix for being dumb. *