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Optimizing Paid Search & Landing Pages for TV, Radio and Print Advertising


Here’s a quick summary:
When using both on-line & off-line channels such as TV, Radio and Print, it’s very important to “Bridge the Gap” (hence, the photo to the left) amongst the different channels and continue the messaging process from start of Ad/commercial to the visit to the website. The goal of integrating the online with off-line is to make the experience seem seamless. Why, because consumers will remember that and most have the expectation already set in their mind from past “off-line & online” experiences from big companies such as Dell, Sony, etc..

 

Paid Search & Offline Works Well Together:
Search and Off-line Channels just seem to go well together like a Reese’s Peanut Butter Cup. In order to maximize total coverage of the off-line advertisement, I would recommend putting a small PPC campaign in place covering all possible search terms from the TV, Radio or Print ad. This includes the TV show, products/services mentioned, etc… I would also suggest doing this a couple days before the Ad is launched to the public. Of course, make sure everything is tagged with analytics tracking and that all landing pages and “after the click” conversion related functions are working properly.

 

Landing Page & Website:
If you have a TV ad which talks about a specific product or offer, continue the co-branding effort onto the landing page where you are directing them to. Also, mention this “off-line initiative” to all other visitors from the homepage or other high traffic entry pages. For example, on the landing page, include the logo of the station/network where the commercial was played, as well as the full list of products mentioned. Also make sure to have all intro copy tailored around the commercial (word for word if possible).

 

Here are some Tactical Landing Page Suggestions

  • Landing Pages should have a unique URL that is easily remembered. For example, create a virtual directory for each and every off line initiative. (For example: company.com/TV, company.com/Sirius, company.com/maxim)
  • The landing page itself should be broken into at least 3 columns across to allow for most important areas to be seen “above the fold”. Of course, this is getting easier as screen resolutions and monitor sizes are getting bigger.
  • Also, it has been my experience to expect lower Bounce Rates on these pages, mostly due to the intent having already been established since they have enough have interest to remember and type in that specific URL.

 

Conversion Based:
Give customer 2 options (don’t want to be forceful. This is opportunity for testing)

  • Add to cart button
  • More info. button to direct them to product page.
  • Provide Separate #800 on landing page for tracking purposes.
  • Provide on line Chat Help (liveperson, etc.. if applicable)

 

Capturing Information:
You have to take advantage of your advertising dollars by getting as much information about the visitor as possible. This includes the following: (This is all above the fold on the page.)

  • Catalog request form. (on page, no links to form)
    • (include: where did you hear from us, etc..)
    • Sign up for Email offers/discounts, etc… (on page, no links to form)

 

Product Offerings:

  • Actual product being advertised with price, description, SKU#, photo.
  • Advertise all current website offers/promotions.
  • Up sell actual current Top selling Products with prices.

 

All Company related Info. (Need to ensure trust for prospects)

  • Company information (Shipping information, privacy policy, etc…)
  • Billing options (These are icons such as AMEX, MC, VISA etc…)
  • Privacy certificates (VeriSign, Truste, BBBOnline, etc…)

 

Conclusion:
Whenever your company decides to move into TV, Radio and Print advertising, don’t forget to collaborate all of your creative and messaging efforts to the web and particularly the search engines. The purpose of this entire post is to reinforce the idea that all marketers need to accommodate all efforts to all media channels. Collaborating offline and online behaviors is still evolving and the better you can “marry the two” together, the better chance you have to maximize your results.

Filed under: Featured, Featured Articles, Online Strategy, Paid Search in General

4 Responses to "Optimizing Paid Search & Landing Pages for TV, Radio and Print Advertising"

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  2. Thank you for the information you’re shared on us. It will help me to know more about the Optimizing Paid Search & Landing Pages for TV, Radio and Print Advertising. Hope you will post more articles like this.
    -faith-

  3. I must say the purpose of this entire post is to reinforce the idea that all marketers need to accommodate all efforts to all media channels.

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