The scorecard gave high rating to commercials from GoDaddy.com, CareerBuilder, and commercials for movies like Mission Impossible 3 and the Shaggy Dog among others. These top advertisers appear to have a good grasp of connecting their Super Bowl ad viewers with their online marketing efforts. Some of the ads, like Mission Impossible for example, dedicated several moments of time to promote their online URL, while others had only a small copy of the URL presented inconspicuously within the advertisement.

Reprise Media points out that some companies had problems with their search marketing efforts. One advertiser, PSthenewclean.com, did include a URL to their site in their commercial, but if you had not written down their URL, would you be able to find them via an engine search? Probably not during the Super Bowl, nor a few days ago when Reprise's score card came out because they were not actually indexed by major search engines at that time! When checking this a few days after the Super Bowl, it does appear that they have recently been partially indexed in Google on Feb 7, 2006, MSN on 2/8/2006, and Yahoo. The partial indexing may be due to their site's use of Flash, javascript roll-overs, etc., instead of easily read links and text.

Although Reprise did not go into depth on this, there is a lesson to be learned for any company that plans an offline advertising campaign and hopes to tie in to their website, the domain PSthenewclean.com was originally registered or created on December 14, 2005. This means that if you assume that some/any information was available on the domain the day after registration, it took more than 50 days for search engines to find and index this site. Whether they are now being scanned/found because of an earlier submission from the PSthenewclean.com's webmaster, a submission from a super bowl fan who followed the link in the ad but couldn't find it online, simply a search robot scanning another web page (like this article) that links to the domain, or some other factor, it proves that you can't buy your domain too soon.

We often find that for newer sites it takes as little as 2 weeks to begin to be indexed (in rare cases) but more often than not, about 6 months to a year for many sites to become indexed. Search marketing guru Scottie Claiborne wrote last year, "...Don't worry, Google will eventually give your new site the respect it deserves -- just give it time..." in regards to the 6 months or so that can be an average indexing wait time. She points out that often it is a good idea to start your site off with a marketing campaign in Google or Yahoo so that you can initially get your site on the radar. This is doubly true today as some advertising options like Yahoo's Search Submit program not only gets you in queue for indexing but also will make sure that the Yahoo robot returns to your site every 48 hours in order to look for new content.

So whether you are spending millions on a Super Bowl ad or plan to launch a new web site, submit to the engines as early as possible to give them time to find and index your site.