Offline advertising has a proven effect on people’s search behavior and planning optimized web content around certain keywords to support the advertising campaign is a tactic growing in popularity.
Internet users' search behavior revealed
In a review of search marketing, "Advertising Age" magazine published some interesting statistics:
- Over 65% of consumers regularly watch television and use the internet at the same time.
- Going online to find out more or to buy after seeing a television commercial is now normal behavior for consumers, in a way that in-store purchasing after seeing advertising never was.
- Fewer and fewer consumers are starting their internet session by typing in a URL - over 80% of internet traffic begins at a search engine, over 40% of users now find a brand through a search term, and the numbers will grow and grow.
Not only is this good news for ad agency creatives who find themselves arguing over the size of a URL in an end frame, it should change their view of the role of keyword research in developing advertising.
Television drives search
It’s acknowledged by keyword research experts that television is one of the key drivers of search behavior.
Offline advertising can have a dramatic effect on the words that potential customers use to search so keyword research needs to be included when developing creative work.
Include keywords in your offline ads
Integrating the most popular keywords into copy in any media will increase the chances of online success.
Advertising for Burger King, Paramount and Pontiac is acknowledged as setting a good example, with the integration of advertising creative and keyword research bringing new levels of success for agencies and clients.
Nothing compares to the razzmatazz and the massive exposure of the Super Bowl. It’s estimated that 106.5 million people watched it in 2010 – making it the most watched program in US television history, according to Nielsen. And the expensive ads shown during the game draw massive attention from the advertising world.
In 2002, AT&T invested millions in the Super Bowl to launch m-life, its mobile initiative, but did not think about what their potential customers would do after seeing the ad - they went online and typed in ‘m-life’.
But nothing had been done to make sure that relevant pages from AT&T ranked well for that keyword. AT&T failed to deliver content to the customers who were looking for it and lost sales as a result.
Go Daddy's keywords success
But now, major agencies and clients understand how extended internet coverage can mean the difference between the success and failure of an advertising campaign. Take Go Daddy and the 2007 Super Bowl.
Advertising purists have criticized Go Daddy’s campaign as creatively uninspiring, but the results have been incredible. Go Daddy harnessed the controversy over their ad, which was pulled before its planned second showing, to get people onto the internet and get sales.
Once you watched the ad on their website, Go Daddy offered a special 10% sales discount. Incredibly, year-on-year sales for Go Daddy on Super Bowl Monday were up 70%. According to Go Daddy they even managed to better this Super Bowl sales record in 2010.
The keyword research process
Here’s the process:
(i) Do keyword research and make sure the results are included in the creative brief.
(ii) Create optimized copy around the chosen keywords and make sure it gets indexed well before the launch of the campaign.
(iii) Launch the campaign and bask in the glory of enhanced sales through the web.
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About Ken McGaffin
Ken McGaffin is an experienced internet marketing consultant and has worked for major pharmaceutical companies, advertising agencies, government bodies and non-profit organizations.
Ken unveils the secrets of successful link building in his 384-page e-book, Successful Link Building
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