Employing search and social to support Tv advertising

Brands still invest a significant amount of advertising in Tv. According to eMarketer , Tv spending will be over $72 billion in 2017. While Tv is great at reaching a large audience, it is most effective when combined with an effective search and social strategy to be able to fully pull through with your audience.

As your media planning endeavours go into full swing, it is important to understand what effect Tv will have on your other channels and what best practises can be put in place to ensure your campaigns capture all potential extra eyes on your brand. ROI can only improve if the channels are integrated and not managed in silos.

How SEM can support TV advertising

Be ready for increased branded and unbrandedA traffic . A With over 70 percent of users having a second device up and running while watching Tv, according to Manhattan Research, advertising on Tv can drive immediate reaction and investigations for your brand. This needs to be taken into account when planning budgets for the year across both branded and unbranded endeavours. Depending on your overall budget for Tv and whether you are running in prime time, you can see varying levels of immediate increased number of branded searches.

I have watched ripen brands experienceA anywhere from 20 -3 0 percent lift in searchA traffic as a result of Tv ad buys. With a launch brand or new marketplace, these numbers could be significantly higher. It is important to note that branded searches are not the only thing that will rise — unbranded searches for your product category will, too.

The image below shows the drastic increaseA in searches a brand see for their brand name as their own nationals Tv campaign launched. In this case, the brand was relatively new to the market and had not done much mass marketing. This causedA the overall lift in brand awareness to skyrocket in coordination with the launch of Tv advertising. Because the brand schemed ahead, they were able to take advantage and capture the extra brand searches with additional budget.

Review creative, bid on relevant words . A Chances are, there will be people who viewed your Tv advertisement but the brand or call to action will not resonate with them. In some instances, they may leveraging search engines and search for something like” tv ad with dame who had blue running shoes” or” commercial with human standing in the rain .”

While the total volume of long-tail keywords like this may be minimal, reviewing the creative content can generateA a set of keywords that are highly efficient in converting users. If there are any unique taglines or calls to action utilized within the creative, including those as keywords is an easy way to capture additional traffic.

Edit ads to include common messaging used in Tv creative . A Relevancy is key in catch searches triggered by your Tv ad. Leading up to the launch of Tv endeavours, make sure your search ads utilize similar messaging to that used in your Tv advertisement. This could be anything from a discount to a new brand motto. Relevancy will increase click-through rate( CTR ).

How social can support Tv advertising

Promote your Tv ad through social channels . A Not every Tv ad is entailed for social media, but in some cases, Tv creative can be inspirational, funny or bring out other emotions that resonate with your target audience. In these cases, it may make sense for your social profiles to share your Tv creative or even promote it through advertising.

[ Read the full article on Search Engine Land .]

Read more: marketingland.com

Leave a Reply

Your email address will not be published. Required fields are marked *