DRTV DERAILERS Section 4 - Part 5 of 13 - Irv Brechner

There is a lot of evidence that consumers search on company name product name and keywords they39ve heard or seen in an infomercial or shortform as the means by which they respond For whatever reason they are typing in these words into Google Bing or another engine instead of calling the 800 or typing in the URL on the screenWhile this may seem like a minor thing on the surface the impact can be very dramatic When a consumer enters a keyword as a means of responding to your commercial heshe is then presented with a web page featuring anywhere from 10 to 20 search results These results include both organic SEO listings and paid SEM adsThe consumer now is faced with choosing between all the listings and as a result your paid search listingn Must be presentn Must be better than other companies bidding on the same wordsn Must have a strong calltoactionn Must have a solid tracking system next section 5If you do not have a strong paid search program here is what is likely to happen As more and more consumers respond via search and wind up going to competitor sites you will lose business and perhaps not even understand why You may even be forced to cancel media placements thatare actually working when you take into account responses via search This has become a major problem for DRTV advertisers even when they have a SEM programA stellar paid search program that is totally in sync with your DRTV production and media placements will have several elements all working in harmony to get maximum value from quotDRTVdriven searchquot They includeamp183 Communications Get your search people and media people talking They need to share information schedules etc as the goal is to get the most accurate snapshot of how the DRTV is working which is a combination of phone web and DRTVdriven search ordersamp183 Copy Consistency By reflecting an offer and verbiage used in a DRTV spot on your website and search copy you provide a consistency that resonates with the consumer Once they recognize your copy they are more likely to click through to your DRTV siteamp183 Copy Testing DRTV spots generally leverage multiple USPs for a product Testing each selling point against each other in AB split tests informs the advertiser of what the consumer39s perceived value is regarding the productamp183 OfflineOnline Budget Parallels By ensuring that your digital budget is elevated to meet the offline flighting schedule you make sure that you maximize the amount of relevant traffic coming through to your DRTV siteamp183 Landing Page Testing If more than one commercial is being run with multiple offers make sure to create landing pages for each offer Testing the pages in an even serving rotation will let you know what converts more effectively on the back endamp183 Keyword Development Make sure a thorough list of buzz words exhibited in the DTRV spots are included in your bidding strategy aside from the product or infomercial names themselves as consumers may be prompted to search a phrase or word they remember from the spot Have your search team review the actual script and finished commercial to create this listIf you need proof of the impact of DRTV on search and hence the need for a well thoughtout paid search strategy this is a graph showing actual client dataThis graph clearly shows that sales made via paid search closely mirrors DRTV media spend In this particular program once the DRTV campaign started daily search impressions increased by 1230 the click rate increased by 58 and clicks increased by 2006 Proof positive that paid search and DRTV go handinhandYou can download the entire ebook at any time at httpDD111acquirgynetIrv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics He39s been a pioneer in online customer acquisition since 1996 and offline for his 35year career He has developed Acquirgycom39s quotCustomer Acquisition Intel Centerquot acquirgycomintel he evangelizes bestofbreed tactics to help companies acquire customers in the digital age He can be reached at irvacquirgycom Read all Irv39s MediaBizBloggers commentaries at Customer Acquisition IntelCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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DRTV DERAILERS Section 4 - Part 5 of 13 - Irv Brechner

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DRTV DERAILERS Section 4 - Part 5 of 13 - Irv Brechner

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