I was watching the NBA Finals this evening, and I saw a commercial for the Bud Light Cruise. The call to action url wasn’t on the company’s branded BudLight.com website. Instead, they sent people to a special Facebook url: Facebook.com/BudLight.
In my opinion, they should have sent people to a call to action domain name like BudLightCruise.com. Unfortunately for Budweiser, that sensible domain name was created in 2009, and it is owned by someone using Moniker’s privacy service. The domain name is currently parked, and it’s also for sale at Sedo. Since this is the 4th edition of the cruise, they likely started it a few years back and should have bought the domain name at that time. It was first registered in April of 2008.
Perhaps a downside to Facebook page marketing is that they may not rank all that well in search engines. People that search Google will easily find Bud Light’s cruise page, but it’s not the Facebook page the company set up. The top result is BudLightPortParadise.com, which the company does own and operate.
The domain name isn’t everything as this demonstrates, but it would make sense for Bud Light to try and get the name in case people type BudLightCruise.com into their browser. As the PPC industry indicates, people do click on those links and that costs the company money.