Hello.  As I type this I'm watching the end of the final round of this year's Masters (somewhat anti-climatic this year, but I digress), and I keep seeing ads for IBM where instead of giving us a microsite to go to or a URL, they provide us with search terms.  The ad that I just saw said "search: IBM go green". 

I have no reason to follow this call-to-action, as I have no need to use IBM's server products, but it stood out to me.  Why use search engine results in TV advertising when they are so subject to change or competitor influence? 

Last year some time, Pontiac was running TV advertisements with donuts for local markets, where the call to action for St. Louis, MO was "google pontiac st. louis".  Chris Hammond, a former co-worker of mine, thought it would be funny to try to take over the top spot for this term.  He did for a short time (I think, Chris if you read this jump in with what position you got up to). 

Regardless of who it is: WHY DO THIS???

Why not a microsite, (go to pontiacstlouis.com, go to ibmgogreen.com, etc.) where you can control the results?  Any SEO guru, competitor with an agenda or disgruntled former employee could throw up a site or blog post, an expensive PPC ad or something similar to get on the top page of google that could disrupt your best efforts for this TV ad.

Also, why make a consumer choose between 10 results (example: Pontiac St. Louis) when you can control the message with one?

Microsite's are great for reaching specific audiences with specific messaging, but search engine algorithms are subject to change. 

If someone has a reason I'm missing, please let me know.  Until then, I'm rejecting this method in favor of microsites for my clients.