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If you have questions about this presentation, tweet me! In short, a pure play online retailer tested TV advertising. This case study shows the effects of that TV advertising on organic search patterns. Mobile and iPad search increased, as did branded organic search, however the non-branded organic activity did suffer slightly.
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Case Study:Impact TV Commercials Have Online17.11.2011
@ChelseaBlacker
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Agenda
1.Scope of the Case Study2. iPad & Mobile Organic Search
Performance3.Non-Branded Organic Search
Performance4.Branded Organic Search
Activity5.How to Maximise on TV
Exposure
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RScope of the Case Study
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So who did this?A pure-play online retailer decided to test
the medium of TV advertising; the effects of this new marketing avenue on organic search activity are presented here.
In short, the TV commercials lead to a 60% rise in iPad & mobile traffic to the website via search engines, a 55% rise in organic branded activity, and -10% drop in organic non-branded activity.
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Scope of Case Study Analysis• 12 Week Calendar Period
• Commercials ran in weeks 9 – 12
• All percentage figures (%) are the difference between:
Average of Weeks 1 – 8 vs
Average of Weeks 9 - 12
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RMobile & iPads
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63%RISE IN iPAD SEARCH TRAFFIC
AFTER COMMERCIALS STARTED AIRING
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IPAD GROWTH
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62%RISE IN TRAFFIC FROM MOBILES
AFTER TV COMMERCIALS STARTED AIRING
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MOBILE
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RNon-Branded Organic Performance
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-10.66%DROP IN NON-BRANDED ORGANIC VISITS TO
THE WEBSITE
AFTER COMMERCIALS STARTED AIRING
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NON-BRANDED TRAFFIC: VISITS
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-11.15%DROP IN NON-BRANDED REVENUE TO
THE WEBSITE
AFTER COMMERCIALS STARTED AIRING
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NON-BRANDED TRAFFIC: REVENUE
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RBranded Organic Performance
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56%RISE IN BRANDED ORGANIC VISITS TO
THE WEBSITE
AFTER THE COMMERCIALS STARTED AIRING
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BRANDED TRAFFIC: VISITS
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61%RISE IN BRANDED REVENUE TO THE
WEBSITE
AFTER THE COMMERCIALS STARTED AIRING
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BRANDED TRAFFIC: REVENUE
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51%RISE IN BRANDED TRANSACTIONS ON
THE WEBSITE
AFTER COMMERCIALS STARTED AIRING
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BRANDED TRAFFIC: TRANSACTIONS
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How to Maximise On TV Exposure withOnline Channels
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Maximise on TV Exposure• URL Visibility. Include the website URL in the
bottom of the TV commercial so users can easily reach the website.
• Twitter Account or Hashtag. Include relevant social media channels in TV commercials.
• Official Site. Include “Official Site” in your PPC Messaging when bidding on brand terms.
• Improve Your Homepage Title Tag. For SEO, include one highly competitive target term in the homepage title tag – the high click through rate will benefit your ranking for that term.
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TV Commercials for Dummies
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3 Things You’ve Learned
1. 62% rise in iPad & mobile usage
2. 55% rise in branded activity3.-10% drop in non-branded
activity
@ChelseaBlacker
