Reglikedomain industry desk

Sends people to Google instead of the advertiser’s website — This ad

Sends people to Google instead of the advertiser’s website — This ad

Baillie Gifford makes a risky bet.

Magazine ad for Baillie Gifford Investment Managers from The Economist, with call-to-action Search for Actual Investors

It’s not every day that an ad asks people to go to Google rather than directly to the advertiser’s website.

But that’s what Baillie Gifford investment managers does in a fresh ad campaign. The photo above is from the campaign in The Economist.

You’ll notice the call-to-action in modest print in the lower left.

“Search for Actual Investors”

If you search this on Google you will see an ad for Baillie Gifford and the firm has nice search positioning, too. Search Bing for the phrase and the firm has an ad, but so do its competitors.

Sending people to search engines is common in Japan, but it’s a risky move for an international campaign.

Both ActualInvestor.com and ActualInvestors.com are registered by other firms. ActualInvestor.com is only $2,495 at HugeDomains.

Also on the wire

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