The Immediate Effect of TV on Paid Search

The Immediate Effect of TV on Paid Search

A client of ours has recently embarked on a large above-the-line TV campaign, and we wanted to measure the effect it’s had on their search campaigns.

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Published

26 February 2015

Categories

Acquisition

The brand campaign

With HTTPS, you cannot see SEO keyword-level data in analytics, so the only way to measure SEO is by using webmaster tools – whose data is questionable. Therefore, paid search was our best option.

Indago Digital ensured that the brand campaign was uncapped and that our rank strategy was to maintain the top spot, which it always should be. Post-campaign we then reviewed the data on an hourly basis to see if there was a correlation between when the TVC was in the market and a number of campaign metrics; brand searches, click-through rates, conversion rates and sales.

Much to our surprise, there was next to no change across any metrics. In the opening week, we saw a small increase in some metrics but overall no discernible effect.

This data was only analysed over a month, but we’ll complete it over a longer period – six months – and report back on whether TV needs more time to have an effect.

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Luke Ashmore-Delaney
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