Impact of TV Commercials Online | SEO Case Study

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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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  • Drop in non-branded organic traffic during week 9 in 2011, although no drop in week 9 in 2010. Perhaps potential customers, instead of searching for general keywords are search branded or going to the site? There was no dip in revenue for week 9,10,11 PPC budget minimised
  • Drop in non-branded organic traffic during week 9 in 2011, although no drop in week 9 in 2010. Perhaps potential customers, instead of searching for general keywords are search branded or going to the site? There was no dip in revenue for week 9,10,11 PPC budget minimised
  • Branded traffic shot up in week 9 as commercials began to air 56% rise in branded organic traffic during week 9 – 12, compared with week 1 – 8.
  • -51% rise in branded revenue during weeks 9-12, vs 1-8
  • 51% rise in the number of branded transactions (week 1 – 8, vs week 9 – 12)

Transcript

  • 1. Case Study:Impact TVCommercials HaveOnline17.11.2011 opyright TAMAR@ChelseaBlacker
  • 2. Agenda• Scope of the Case Study• iPad & Mobile Organic Search Performance• Non-Branded Organic Search Performance• Branded Organic Search Activity• How to Maximise on TV Exposure opyright TAMAR
  • 3. Scope of the Case Study opyright TAMAR
  • 4. 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 opyright TAMAR branded activity, and -10% drop in organic non-branded activity.
  • 5. 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 opyright TAMAR Average of Weeks 9 - 12
  • 6. Mobile & iPads opyright TAMAR
  • 7. 63% RISE IN iPAD SEARCH TRAFFICAFTER COMMERCIALS STARTED AIRING opyright TAMAR
  • 8. IPAD GROWTHopyright TAMAR
  • 9. 62% RISE IN TRAFFIC FROM MOBILESAFTER TV COMMERCIALS STARTED AIRING opyright TAMAR
  • 10. MOBILEopyright TAMAR
  • 11. Non-Branded Organic opyright TAMARPerformance
  • 12. -10.66%DROP IN NON-BRANDED ORGANIC VISITS TO THE WEBSIT AFTER COMMERCIALS STARTED AIRING opyright TAMAR
  • 13. NON-BRANDED TRAFFIC:VISITS opyright TAMAR
  • 14. -11.15%DROP IN NON-BRANDED REVENUE TO THE WEBSITE opyright TAMARAFTER COMMERCIALS STARTED AIRING
  • 15. NON-BRANDED TRAFFIC:REVENUE opyright TAMAR
  • 16. Branded Organic Performance opyright TAMAR
  • 17. 56%RISE IN BRANDED ORGANIC VISITS TO THE WEBSITE opyright TAMARAFTER THE COMMERCIALS STARTED AIRING
  • 18. BRANDED TRAFFIC:VISITS opyright TAMAR
  • 19. 61%RISE IN BRANDED REVENUE TO THE WEBSITEAFTER THE COMMERCIALS STARTED AIRING opyright TAMAR
  • 20. BRANDED TRAFFIC:REVENUE opyright TAMAR
  • 21. 51%RISE IN BRANDED TRANSACTIONS ON THE WEBSITE opyright TAMAR AFTER COMMERCIALS STARTED AIRING
  • 22. BRANDED TRAFFIC:TRANSACTIONS opyright TAMAR
  • 23. How to MaximiseOn TV Exposure withOnline Channels opyright TAMAR
  • 24. 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 opyright TAMAR homepage title tag – the high click through rate will benefit your ranking for that term.
  • 25. TV Commercials for Dummies opyright TAMAR
  • 26. 3 Things You’ve Learned• 62% rise in iPad & mobile usage• 55% rise in branded activity• -10% drop in non-branded activity opyright TAMAR@ChelseaBlacker