If you have questions about this presentation, tweet me! In short, a pure play online retailer tested TV advertising. This case study shows the effects of that TV advertising on organic search patterns. Mobile and iPad search increased, as did branded organic search, however the non-branded organic activity did suffer slightly.

1. Case Study:
Impact TV
Commercials Have
Online
17.11.2011
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@ChelseaBlacker

2. Agenda
• Scope of the Case Study
• iPad & Mobile Organic Search
Performance
• Non-Branded Organic Search
Performance
• Branded Organic Search Activity
• How to Maximise on TV Exposure
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3. Scope of the Case Study
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4. So who did this?
A pure-play online retailer decided to test the
medium of TV advertising; the effects of this
new marketing avenue on organic search
activity are presented here.
In short, the TV commercials lead to a 60% rise
in iPad & mobile traffic to the website via
search engines, a 55% rise in organic
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branded activity, and -10% drop in organic
non-branded activity.

5. Scope of Case Study Analysis
• 12 Week Calendar Period
• Commercials ran in weeks 9 – 12
• All percentage figures (%) are the difference
between:
Average of Weeks 1 – 8
vs
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Average of Weeks 9 - 12

6. Mobile & iPads
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7. 63%
RISE IN iPAD SEARCH TRAFFIC
AFTER COMMERCIALS STARTED AIRING
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8. IPAD GROWTH
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9. 62%
RISE IN TRAFFIC FROM MOBILES
AFTER TV COMMERCIALS STARTED AIRING
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10. MOBILE
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11. Non-Branded Organic
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Performance

12. -10.66%
DROP IN NON-BRANDED ORGANIC VISITS TO THE WEBSIT
AFTER COMMERCIALS STARTED AIRING
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13. NON-BRANDED TRAFFIC:
VISITS
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14. -11.15%
DROP IN NON-BRANDED REVENUE TO THE
WEBSITE
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AFTER COMMERCIALS STARTED AIRING

15. NON-BRANDED TRAFFIC:
REVENUE
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16. Branded Organic Performance
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17. 56%
RISE IN BRANDED ORGANIC VISITS TO THE
WEBSITE
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AFTER THE COMMERCIALS STARTED AIRING

18. BRANDED TRAFFIC:
VISITS
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19. 61%
RISE IN BRANDED REVENUE TO THE WEBSITE
AFTER THE COMMERCIALS STARTED AIRING
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20. BRANDED TRAFFIC:
REVENUE
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21. 51%
RISE IN BRANDED TRANSACTIONS ON THE
WEBSITE
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AFTER COMMERCIALS STARTED AIRING

22. BRANDED TRAFFIC:
TRANSACTIONS
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23. How to Maximise
On TV Exposure with
Online Channels
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24. Maximise on TV Exposure
• URL Visibility. Include the website URL in the
bottom of the TV commercial so users can easily
reach the website.
• Twitter Account or Hashtag. Include relevant
social media channels in TV commercials.
• Official Site. Include “Official Site” in your PPC
Messaging when bidding on brand terms.
• Improve Your Homepage Title Tag. For SEO,
include one highly competitive target term in the
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homepage title tag – the high click through rate
will benefit your ranking for that term.

25. TV Commercials for Dummies
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26. 3 Things You’ve Learned
• 62% rise in iPad & mobile
usage
• 55% rise in branded activity
• -10% drop in non-branded
activity
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@ChelseaBlacker