The document discusses measuring the impact of offline advertising on online search volume. It presents findings from analyzing brand search trends after TV and radio campaigns. The key findings are that offline ads can significantly increase search volumes, with TV ads showing a 41% average boost and radio ads a 33% boost. It also identifies three main factors for an effective ad boost: 1) give people a reason to search online with a clear call to action, 2) emphasize the website URL, and 3) keep ad messages short to maintain focus. The document suggests analyzing your own brand's ad boost data and modeling campaign effects, and ensuring your website and search ads are optimized to capture online interest generated offline.

1. Ad Boost Study
The impact of offline advertising on Search
Elie Boonefaes
Google Confidential and Proprietary 1

2. Search captures trends…
Red Bull Brand Searches
Jan-06 Jun-06 Nov-06 Apr-07 Sep-07 Feb-08 Jul-08
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3. …so search could capture radio/TV ads
Brand x
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4. Creation of Ad Boost to measure
% increase = Ad Boost
Time (1 year)
Search Volume
TV/Radio Campaign on the brand
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5. Results of TV and Radio Ad Boost
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6. Radio (2010) TV (2011)
(2011)
26 # Brands 88
14m Budget (€) 140m
0.5m Avg. Budget 1.5m
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7. Radio TV
33% 41%
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8. Main points that impact Ad Boost
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9. Give the audience a reason to go online,
1 include a call to action.
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Results from TV Google Confidential and Proprietary 9

10. Emphasize where you want them to go by
2 highlighting the URL
No URL URL Text URL only (TV)
Results from Radio & TV Google Confidential and Proprietary 10

11. Keep the message short, longer ads may
3 shift the focus away from the main point
Short (15s) Medium (20-25s) Long (>25s)
62%
35%
6%
Results from Radio Google Confidential and Proprietary 11

12. Give the audience a reason to go
1 online, include a call to action.
Emphasize where you want them to go by
2 highlighting the URL
Keep the message short, longer ads may
3 shift the focus away from the main point
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13. What can You do with this?
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14. 1 Analyse the Ad Boost effect for your brand
A. Get the data B. Model C. Experiment
For the Campaigns: Internally / agency … and put your money
- Reach - historic data to what works for you!
- Creative - as complex as needed
- Time
- Any medium
- …
For the online impact:
- Analytics
- Daily visitors / UV
- Social metrics
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15. Make sure that your campaign message can
2 be found online without any effort
A. Website B. Ad Words
Have the info available on your Manage the message people see
site… when typing your brand…
available for each platform by securing the corresponding
top spot
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16. Thank You
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