TV Synced Ads: How to sync your TV ads with your SEA campaign. SearchSync training to correctly set up your paid search campaign to sync TV and SEA ads across screens.

1. Training: SearchSync
Syncing TV & paid search campaigns
Presenter
Christopher Wendels
Head of Product @wywy

2. Agenda
2
1. Why SearchSync?
2. Before creating sync campaigns
• Understand campaign goals
• Choose SEA sync strategy
• Select relevant keywords
3. Creating sync campaigns
• Set up sync campaigns
• Synchronize campaigns
4. Comparing synced & non-synced campaigns
5. Health checks & optimizing campaigns
6. Q&A

3. Why You Should Use SearchSync
TV viewing today – the multi-screen reality
3
84%of smartphone
owners use their
mobile device as
Second Screen
37%of TV viewers look up
product/service
information online
after watching a
TV ad
95%use their Second
Screen device during
commercial break
Source: Nielsen 2014, IAB 2015,

4. 4
Why You Should Use SearchSync
The search reality

5. 5
Why You Should Use SearchSync
Case study: Suzuki
•The synced campaign: Introducing the new Suzuki Vitara model
TV ads drive searches
• Synced campaign was
• Served in the number one position
for all searches
• Live for 10% of the time, yet accounted
for 20% of overall impressions
• Cost per click only increased by 33%,
with a CTR uplift of 43%
Mobile first!
• Mobile and tablet share of traffic increased by 50%
• Total share of traffic for mobile and tablet was 70%
• Mobile drove the largest rise in click-through rates
• Mobile accounted for a 30% increase in conversions
Customer journey fast-track
• Conversion uplift of 16%
• Initial brand contact is a deciding factor for purchase intent with TV-inspired users who
are at an early stage of the conversion funnel

6. Before Creating Sync Campaigns
Understand campaign goals
6
Conversions
(Most common campaign type)
Top position & high CTR
(No conversions tracked in the account or not
relevant to the success of the campaign)
Text ad & branding
(Campaign can still be optimized for CTR and
conversions, but delivering the correct message
has a higher priority)
Goals
1
2
3

7. Before Creating Sync Campaigns
Choose SEA sync strategy
7
1. Own TV ad airings 2. Complementary TV
ad airings
3. Competitors' TV ad
airings

8. Before Creating Sync Campaigns
Choose SEA sync strategy
8
1. Own TV ad airings
2. Complementary TV
ad airings
3. Competitors' TV ad
airings

9. Before Creating Sync Campaigns
Choose SEA sync strategy
9
1. Own TV ad airings
2. Complementary TV ad airings
3. Competitors' TV ad
airings

10. Before Creating Sync Campaigns
Choose SEA sync strategy
10
1. Own TV ad airings 2. Complementary TV
ad airings
3. Competitors' TV ad airings

11. Before Creating Sync Campaigns
Select relevant keywords
11
Non TV-synced TV-synced

12. Before Creating Sync Campaigns
Select relevant keywords
12
• Brand / product is promoted in the TV ad
• Something seen or done in the TV ad
• Broad match or phrase match ideal
• Exact match high traffic volume or very generic terms
• If running in the account already, not in a ‘top’
position or with an average position higher than 1.4
• Criteria that signify good keywords for a
sync campaign:

13. Creating Sync Campaigns
Set up sync campaigns
13
Access your Google Adwords client account
Duplicate the relevant existing Adwords campaign and
set the status to “PAUSED”
Update the selected sync campaign depending on the
• Use case
(Which keywords are shown/mentioned in the TV ad?)
• Budgets
(How much more am I willing to bid to get a top position?)
• Geography
(Where is the TV ad aired?)
1
2
3

14. Creating Sync Campaigns
Synchronize campaigns
14
TV Sync:
Detecting a TV ad’s airing in real-time,
then setting the campaign status to
active for a certain time period.
For that, we need access to the
Adwords client account through the
wywy MCC.
Mapping of campaigns:
wywy will
• Help you to make sure that the
correct TV ads are linked to the
right SEA campaigns
• Set the delivery window for each
campaign

15. Comparing Synced & Non-synced
Campaigns
15
Setting up separate (ideally duplicated) campaigns for
SearchSync makes it possible to track the performance
separately from the normal non-synced search campaign
Reviewing the campaign performance as a whole or
individual keywords is no different than reviewing a
standard search campaign

16. Health Checks & Optimizing
Campaigns
16
1. Daily health checks of campaigns recommended:
Can be conducted quickly in the AdWords frontend by looking at the
campaigns side-by-side

17. Health Checks & Optimizing
Campaigns
17
2. Compare: Performance of the sync campaign vs. original campaign

18. Health Checks & Optimizing
Campaigns
18
3. Average position: Main indicator for how your bids are matched

19. Health Checks & Optimizing
Campaigns
19
4. Click-through rate: Should be higher for a synced campaign

20. Health Checks & Optimizing
Campaigns
20
5. Cost per conversion & conversion rate: Show the efficiency of a
campaign. Cost per conversion should ideally be lower than original
campaign

21. Christopher Wendels
Head of Product @wywy
Q&A