Booking.com wins the biggest advertising goof of 2016 with Booking.yeah

booking-yeah

I’m going to keep this short because, honestly, I don’t think it’s hard to see the huge misstep by Booking.com in their latest advertising campaign. It will likely go down in history as one of the biggest misses an advertising agency could make, but it happened, and in some cases, it’s still airing somehow.

With the launch of tons of new gTLDs from .CLUB to .GURU, .ATTORNEY to .XYZ consumers are still trying to wrap their head around all the new domain extensions. It’s safe to say that most people don’t know all the different new domain extensions that have launched over the last couple of years. Did you know there was a .HOLDINGS? What about a .GDN?

With so many new domain names extensions out there, one that doesn’t exist is .YEAH. Which is why it’s still so baffling that in a sea of new potential domain extensions, Bookings.com, a company with a killer domain name – somehow thought it would be a good idea to redirect a huge amount of traffic from a super-expensive advertising campaign…to a Google search for booking.yeah.

booking-yeah-google

It’s a huge miss and it’s driving a TON of traffic to the #1 result in Google for this search – bookingyeah.co.uk, which looks like this:

booking-yeah-uk

Honestly, is it just me or is this crazy? How did this happen? With so many new domain extensions to brand around, how did Bookings.com divert traffic from a fantastic, easy-to-remember .COM, and instead send traffic to a non-existent domain extension that yields a Google search to a site with a blank white page with five links?

It might just be one of the biggest marketing mistakes of all time. What do you think?

{ 17 comments… add one }

  • joe August 9, 2016, 11:23 pm

    While the right post.

    What you write had to happen already happened already, internet users only use keyword to search my the emporesas also use keyword for your advertisements, however when half your looking for is not applied correctly for example on Google: Call guide, instead you write call.guide (with dot) the result is not the same as before.

    I think that marketing online advertising, not diversified into two paths and should.

    I like very basis of the strategy of keywords and ads for advertising online. mobile etc including psychology, I’m trabsnjando proyrecto with another two friends from Spain to innovate what many users globally not understand what a key new furthest extension and domain key word and new extension, or old extension (Com word., net, org, info) these last always be alive for online advertising that are not common keywords.

    Sooner or later I will leave this market domaining not be profitable for me, nothing profitable.

    Now to see my blog http://www.josesabater.com there is much to do, serr myself who design the moment so, no sales, not possible to invest money to develop an advanced designer Wordpress. now I’ll settle right or wrong this is an advertising decision. the dissemination of this blog.

    Reply
  • joe August 9, 2016, 11:40 pm

    Morgan,
    Note: “Post comment again that the English first be wrong” apology.
    Remove the first comment ,. for the better.

    While the right post

    What you write had to happen already happened already, internet users only use keyword to search and companies also use keyword for your advertisements, however when half your looking for is not applied correctly for example on Google: Call guide, instead you write call.guide (with dot) the result is not the same as before.

    I think that marketing online advertising, not diversified into two paths and should.

    I like very basis of the strategy of keywords and ads for advertising online. mobile etc including psychology, I’m working project with another two friends from Spain to innovate what many users globally not understand what is a new keyword furthest extension and domain key word and new extension, or old extension (Com., net, org, info) these last always be alive for online advertising that are not common keywords.

    Sooner or later I will leave this market domaining not be profitable for me, nothing profitable.

    Now to see my blog http://www.josesabater.com there is much to do, serr myself who design the moment so, no sales, not possible to invest money to develop an advanced designer Wordpress. now I’ll settle right or wrong this is an advertising decision. the dissemination of this blog.

    Reply
  • Jeff Schneider August 10, 2016, 12:33 am

    Hello Morgan,

    You will find that 99% of all Google Ad Marketing Agencies are Clueless about the superior Marketing Strategies that All .COM Profit Centers embody. They got it wrong thirty years ago and continue their flawed Marketing Strategies to this day.

    They still don’t get that they lose their clients valuable Rustled Traffic within the Google Traffic Rustling Maze. Actually losing as much Traffic as they gain in the Google Ad System. Utterly Amazing to us that this is still being used by most Uneducated Online Advertising Agencies.

    If their Online website owners knew the truth of the matter, they would be Furious.

    There are two recipes for Online Business Failures:
    1. NOT owning a .COM Profit Center
    2. Using Google Adsense Marketing

    Gratefully, Jeff Schneider (Contact Group) (Metal Tiger) Former ( Rockefeller I.B.E.C. Marketing Analyst/Strategist) (Licensed C.B.O.E. Commodity Hedge Strategist) ( Domain Master http://WWW.UseBiz.com

    Reply
  • Mark August 10, 2016, 12:50 am

    It appears their marketing department clearly has no knowledge of new gTLDs. I’ve seen this type of ad on billboards too but at least they show their entire URL as well.

    It will catch on, just takes time and we won’t see bloopers like this one!

    Reply
  • joe August 10, 2016, 1:24 am

    @Jeff Schneider, Thank you for your comment, you live day to day in a onine advertising market take-all its pricipal Google Adwords program, and Adsense as secondary.

    I be with you at all, but what I most like is “2 Using Google Adsense Marketing” here to be one of the reasons why I think you always do Adsense as use advertising and discover recently using artificial intelligence that there is a coding system in ads web content and thus many domain registrars use this system code for use domain names of its owner without the owner protest the only thing that can save you is to change the DNS to a company hosting and make a simple site with other content without Adsense in the middle, because if you want is to make money from a parking domain is impossible because the algorithm Google detects this code Unsaturated (containing one or more double or triple bonds) and .el reject domain name. Com, net, info, etc and only to charge and make money with this system are all but the owner domain. Com etc..

    Reply
  • Tony C August 10, 2016, 6:23 am

    Huge Error. Even worse, the first Link that comes up (google defaulted browsers) is a Google Ad for Booking.com so they are additionally paying money for the click from the Ad Link.

    Reply
  • Jamie Zoch August 10, 2016, 7:15 am

    ” how did Bookings.com divert traffic from a fantastic, easy-to-remember .COM”
    Good one Morgan 🙂
    but they do own that domain as well.

    Reply
  • Melvin August 10, 2016, 8:03 am

    To me, this is an acknowledgement and still another reminder that the new golds have been a dismal failure. It reinforces that the public is not aware of other tlds and, even the ad agency was not familiar with them. Obviously, this was brought to their attention eventually, but they decided to continue the campaign anyways. I stick with .Com to avoid all of this .crap

    Reply
  • albert August 10, 2016, 8:37 am

    Wow!!!!
    I honestly thought there was a .yeah when I saw those adds.

    Then I started thinking to my myself, they have the .com, didn’t they learn anything from the overstock blunder going to .co????

    This advertising agency needs to be sued for at least malpractice, and if not, just sheer stupidity.

    Reply
  • steve brady August 10, 2016, 9:12 am

    Nothing wrong with a plain page with five links in all caps times new roman. That’s one of the reasons it’s #1 on google search…it loads SO FAST. You saw this headline here first: “Is SEO Ruining Your SEO?”

    Reply
  • domain guy August 10, 2016, 1:28 pm

    I watched this ad several times and could not figure it out. Why would anyone use .yeah? Talk about market confusion. Booking.com ceo and marketing dept are idiots. Spending tens of thousands of dollars and loosing customers. adage, clickz or some large marking company should write about this screw up.

    Reply
  • Mark August 10, 2016, 1:48 pm

    Yeah, it’s a screwup, but it gave me the idea to buy a certain domain name and build it out. 😉 Plus, some of the commercials are funny too.

    Reply
  • Michael August 10, 2016, 4:43 pm

    Wow no .yeah lol

    Reply
  • M. Menius August 10, 2016, 8:59 pm

    Illustrates how out of touch some marketing agencies can be. There are other industries that have made similar poor choices with ad campaigns by using a phrase for a website that is not easy to remember.

    Reply
  • Anonymous August 17, 2016, 4:37 am

    Or it is a plan for a future flip : since the company applied for .BOOKING, they could later promote yeah.booking !

    Reply
  • Allan November 12, 2016, 12:33 pm

    Its seems booking.yeah redirects to their .com site.

    Reply
  • Phillip January 17, 2018, 11:44 am

    I agree that this campaign was a huge mistake since that extension doesn’t exist. The better question though is why doesn’t “.yeah” exist? I would totally buy a “.yeah” domain.

    Reply

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