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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