Who are those mysterious 'subtitlers'?

To get out the word about InqScribe, we've been using Google Adwords and Yahoo Search Marketing (aka Overture).  Both provide a way for us to show our ads in response to specific search terms.  But who would've thought that they could point the way to a potential new market? The cool thing about these services is that you can get some idea of what folks out there are searching for via reports on the number of impressions for a given keyword.  For example, we show ads for the keyword search "transcription software", which gets on average about 30 impressions a day.  This means that 30 people typed in the word "transcription software" in a keyword search on Google or Yahoo.

So we've set up keywords that we think are relevant to InqScribe, and have a number of different ads targetted at these various search terms.  And we're getting a fair number of clicks.

Here's the punchline: "subtitle" is getting 1000 times the traffic that "transcription software" is getting.  Granted, most of the searches on "subtitle" are probably people looking for subtitled movies, but we're getting enough clicks on our subtitle ads that we need to pay it some serious attention.

The thing that I can't figure out is who are these people and what are they actually looking for?  Folks wanting to add subtitles to their home movies?  Fansubbers creating their movie translations?  Or just people looking for subtitled movies that click our ad thinking we're something else?  Any ideas?

posted November 08, 2005 by ben

View comment:

There is no doubt that Google Adwords are revolutionizing online marketing and sales. I mean, I'm hearing about them everywhere! A few recent examples:

On a recent support call following an online purchase, the owner/customer support rep asked me whether I found him through Google Adwords and then told me that those adds had allowed him to ditch his entire sales staff and saved his company from near bankrupcy.

This Oct 30, 2005 NYT article (http://select.nytimes.com/gst/abstract.h..) profiling Google's growing dominance in the ad industry. Did someone say $6.2 billion in annual ad revenue?

Not only does this new form of advertising really level the playing field, but the potential for new kinds of market research is staggering. Even if it's fansubbers generating this staggering number of "subtitling"; impressions (such numbers make me suspect a tie to the entertainment industry), that alone is an incredibly powerful insight.

Wait till Google starts providing more sophisticated market research tools. It’s only a matter of time.
Matt Brown () (link) - 16 11 05 - 10:28


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