// Open Universities ‘Done’ Campaign
I was recently drawn in to an Open Universities Australia ad I saw on TV with a very different call to action, asking people to ‘search for done to find out more’. The curiosity got to me and I quickly picked up the iPad and typed ‘done’ into Google.
Sure enough, I was presented with a targeted ad in position 1 with a catchy tagline of ‘Get it DONE with OUA | open.edu.au’.
However, upon clickthrough to the landing page I was very surprised to see little or no mention of ‘done’. What I had thought was going to be a really creative campaign was slowly getting worse. Now, they did get a fancy TVC made, pay for a targeted Adwords campaign and design a landing page…BUT, they didn’t optimise the page for the ‘done’ keyword OR finish of the campaign creative use of the word ‘done’ on the landing page.
Open Universities have really dropped the ball on this one and it could have been better executed with proper optimisation to really own the ‘done’ keyword they asked people to search for. To have only 1 link appear on the Search Engine Results Page (SERP) is really not effective. They could have made a targeted Youtube video and optimised the page to get a high organic ranking to own more real estate on the SERP for ‘done’.