What is the SEM?
It is the foundation, the “raison d'être” of TV analytics solutions: multitasking. Indeed, more and more viewers are using a second screen in front of the television, not hesitating to surf on an advertiser's website if they liked its TV ad. Once you know this, you should then prepare your SEM strategy carefully to ensure that you get the right feedback on search engines.
SEM (Search Engine Marketing) combines your natural (SEO), paid (SEA) and social (SMO) referencing strategies. Their effectiveness is the result of many leads, even conversions. That's why it's very important to carefully study the keywords you want to push before you start buying in TV.
The Internet remains the preferred source of information for French consumers, since 4/5 of them look up for a brand before buying it (online or in stores). How do they find out? By searching for your brand itself or the keywords they may have heard in your spot. Those keywords must be promoted and well referenced on Google (where 93% of searches are performed worldwide), whether naturally or for a fee (or on social networks).
A good SEM approach then intelligently combines SEA and SEO: SEO, as a basis, with complete articles allowing you to build your expertise, and SEA in addition, with the purchase of keywords to feed your positioning on Google.
The effects of a TV campaign on search
Interested in the effects of a TV campaign on search, we compiled a study that covers 141 French campaigns broadcast between January 1th and December 31th, 2018, for which Realytics measured the drive to web impact. We have analyzed here 3 different channels: SEO, SEA and direct, and have noted that the increment of traffic related to television is relatively equal between SEO, SEA and direct, which remain however radically different from the usual traffic of sites.
In direct impact, i.e. directly after the broadcast of the TV spot, the SEA impact is of 28%, the direct impact of 35% and the SEO impact of 38%. On the other hand, if we observe the results compared to the baseline of the site, i.e. the usual traffic of the site outside TV speaking, then the results change: the SEA remains the lowest, but goes from 28% to 12%, the SEO goes in second position and loses points, thus going from 38% to 27%, and the direct goes away, with 61% (against 35% before in direct traffic.)
That's why it's important to get ready before you start buying in television! This was the feeling of Vincent Ngo Van, Marketing Manager of iDGARAGES, who wanted to follow the evolution of his search following a TV campaign using the Realytics tool. Thanks to the Ad Sync solution, he was also able to synchronize its Adwords campaigns in real time to maximize television efficiency.
The results? An increase in the CTR of SEO traffic following its passage!
“Provided that you closely monitor your investments thanks to a solution like Realytics, television is proving to be an effective acquisition channel as efficient as digital ones” - Vincent Ngo Van, iDGARAGES Marketing Manager.