Following up on our last post, we’ll now apply the multichannel lens to our client’s pay-per-click (PPC) program across two offline channels: TV and Radio.
Again, the purpose of this exercise was to convey the growing need for measuring marketing activities from a holistic, or multichannel, approach, especially considering the increasing use of mixed offline/online campaigns. In the first segment, we proved a direct correlation between PPC ad conversions and display ad conversions, two online activities, both of which fell 16% in a month-to-month period. Now we’ll evaluate two online/offline conversations.
Conversation 2: PPC Search Volumes vs. TV Buys
For several years after it found its way into the majority of living rooms across the country, TV was the prevalent and most effective method for marketers to promote brand awareness and introduce new products and services. With the emergence of the web several decades later, TV didn’t lose its value as advertising medium, but rather gained value as a powerful lead generation mechanism. Marketers would use creative TV ads to capture viewers in 30 second windows and driver them to discover more information via their websites. Today, TV ad scripts are tied close to PPC ad copy to reinforce the brand’s salient messaging.
With our client, again a large financial services firm which maintains as much a sense of experimentation as e-storm does, we tested using TV ad slogans in the PPC copy over two weeks to determine if there was a correlation in growth between the two. Sure enough, there was.
Conversation 3: PPC Conversions vs. Radio Play
Like television, radio has also found sustained use years after the growth of Internet advertising, and even decades after its end was predicted with the rapid ascent of TV. It maintains a similar complementary cross-channel effect to TV. And given the greater focus and efficacy of local, the radio markets involved in the offline media buy can be augmented with PPC geo-targeting initiatives, making for more accurate reception.
With the client, we set up geo-targeted search campaigns in Google to drive traffic toward high value markets with radio promotions, increasing conversion rates by as much as 600% in certain geo-markets (seen to the right). As radio ad frequency increased, search conversions also increased.
In our next post, we’ll cover the last conversation between PPC and PR. Stay tuned!
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