In Amer­i­ca – and increas­ing­ly around the world – the Super Bowl is a huge moment in sports and adver­tis­ing.

To wit: A recent study from YouTube found Super Bowl ad view­er­ship out­side the US has grown over 28x on the plat­form since 2008 – with the UK, Cana­da and Rus­sia com­ing in as the top coun­tries for 2016 view­er­ship.

Sum total, the top 20 Super Bowl ads from the last nine years have gen­er­at­ed 440 mil­lion min­utes of watch time. And mil­lions more when you fac­tor in all the oth­er ads — and all the oth­er Super Bowls.

What’s more, tru­ly icon­ic ads con­tin­ue to live on long past the year in which they aired. For exam­ple, Old Spice’s The Man Your Man Could Smell Like from 2010, Ram’s Farmer from 2013 and GoPro and Red Bull’s Red Bull Stratos – The Full Sto­ry from 2014 gen­er­at­ed over 5 mil­lion com­bined views in 2016 for a total of more than 92.5 mil­lion life­time views, YouTube added.

Social video mea­sure­ment firm Vis­i­ble Mea­sures agreed that brands that suc­cess­ful­ly cap­ture con­sumer atten­tion on Super Bowl Sun­day see envi­able results, like Axe’s Find Your Mag­ic, which had a True Reach, or view­er­ship on all plat­forms, of 36 mil­lion and result­ed in a 45% increase in pur­chase con­sid­er­a­tion last year.

But here’s the kick­er: Vis­i­ble Mea­sures projects Super Bowl 51 will be the biggest event for online view­er­ship of all time.

And that kind of inter­est means there are plen­ty of oppor­tu­ni­ties for brands and agen­cies that don’t have Super Bowl ads of their own, too.

Here are 5 tips for how adver­tis­ers can increase their Super Bowl search vis­i­bil­i­ty, whether they have bud­gets to cov­er $10 mil­lion a minute or not.

Think outside the Super Bowl search box

It’s a fact: Con­sumers search for Super Bowl con­tent. And, per Google, that includes top­ics like recipes, food, appar­el, teams and weath­er.

Bing, too, has found search­es for Super Bowl par­ty ideas start to rise after the con­fer­ence cham­pi­onships and peak just before the Super Bowl. As a result, Bing rec­om­mends adver­tis­ers use Enhanced Sitelinks to guide con­sumers to spe­cif­ic game-day pages for recipes or ideas.

That’s right: Any brand can cap­i­tal­ize on Super Bowl fever by cre­at­ing rel­e­vant con­tent.

“For exam­ple, if you run a lifestyle web­site, include Super Bowl par­ty recipes,” said Brock Mur­ray, COO of seo­plus+. “If you own a car­pet clean­ing com­pa­ny, give tips for get­ting buf­fa­lo chick­en dip out of car­pet or fur­ni­ture.”

In par­tic­u­lar, writ­ing AMP con­tent that ties into the most buzz­wor­thy, search-wor­thy key­words will help – par­tic­u­lar­ly on mobile as view­ers will be sec­ond screen­ing dur­ing the game, Mur­ray not­ed.

That’s because view­ers aren’t just search­ing for par­tic­u­lars about the game itself. They also want infor­ma­tion about count­less tan­gen­tial top­ics like the half­time show, the ads and the TV show that will air direct­ly after the game, Mur­ray said. That gives savvy brands an oppor­tu­ni­ty to cap­i­tal­ize if they are cre­ative and zero in on the right top­ics.

“This is [also] the first year Google is pri­or­i­tiz­ing mobile index­ing,” Mur­ray said. “[I’m] real­ly excit­ed to see how this affects the index­ing of time­ly, rel­e­vant con­tent in the organ­ic search results, not just news results or the AMP carousel.”

In oth­er words, if your con­tent best answers con­sumer ques­tions about relat­ed Super Bowl top­ics, the odds are good you can har­ness some decent expo­sure.

Raise the bar overall

The Super Bowl is a unique moment because ads have his­tor­i­cal­ly been of a high­er qual­i­ty and con­sumers are more open to them as a result.

“The Super Bowl is amaz­ing because it’s the one time peo­ple actu­al­ly want to see ads. Some peo­ple care more about the ads than the game or the half­time show. There are some lessons here,” Mur­ray said. “Even if you don’t adver­tise in the Super Bowl at this time of year, peo­ple are hun­gry for ads that are fun­ny, provoca­tive and start a con­ver­sa­tion.”

In oth­er words, the Super Bowl should serve as a reminder that con­sumers don’t mind adver­tis­ing if they see cre­ative, rel­e­vant ads.

Boost, target – and even steal clicks

In addi­tion, Mur­ray sug­gest­ed run­ning a lim­it­ed-time AdWords or Face­book cam­paign to draw atten­tion this time of year.

“With online adver­tis­ing, you can tar­get a pre­cise audi­ence that will actu­al­ly con­vert,” he said.

Allie Vadas, PPC direc­tor at Jel­ly­fish, also rec­om­mend­ed brands with Super Bowl cat­e­go­ry pres­ences, such as beer, cars and food, run YouTube dis­cov­ery ad cam­paigns to make sure their brands are show­ing up when con­sumers are search­ing for Super Bowl com­mer­cials.

Bing research con­firms Super Bowl com­mer­cials prompt search – and any­one can take advan­tage

“We found that brand­ed search vol­ume can increase up to 98% for an adver­tis­er with a Super Bowl com­mer­cial. How­ev­er, adver­tis­ers may not be tak­ing advan­tage of that extra traf­fic – up to 56% of SRPVs had no impres­sions from the adver­tised brand,” Bing said. “That means there’s an oppor­tu­ni­ty for com­peti­tors to sneak in and steal clicks. Adver­tis­ers need to strength­en their key­word cov­er­age and enhance their bid­ding strat­e­gy to defend their posi­tion and cap­ture more clicks.”

Think local

But brands and agen­cies aren’t lim­it­ed to con­tent and PPC.

In fact, Vadas rec­om­mend­ed brands that are locat­ed in and/or have a con­nec­tion to the cities in which the teams come from or where the game is being played deploy search cam­paigns that relate to what­ev­er con­sumers may be search­ing for in those regions.

“For exam­ple, if you are a Hous­ton-based busi­ness [this year], get­ting hyper­local around the sta­di­um to tar­get peo­ple with your ads across the web would increase vis­i­bil­i­ty to those users who are in your mar­ket,” Vadas added.

Ready your social media war room, tune in and see what happens

Vadas also point­ed to the infa­mous black­out tweet from Oreo – per­haps the gold stan­dard of real-time mar­ket­ing – and rec­om­mend­ed brands make sure their search and mar­ket­ing teams are ready, will­ing and able to deploy in-the-moment social con­tent, so they can cap­i­tal­ize on events as they hap­pen.

“Peo­ple who then go to search for con­text and more infor­ma­tion about that event, your brand will be there,” she added.