Tracy Woodworth, Media Analyst at Convertro (http://www.convertro.com/) discusses way in which to measure and enhance your online branded search. Building brand equity, longevity, and sustainability through frequency and reach are all good ways to do this.
- Measure the Halo and Tail-Effect of TV Accurately Cross-Attributed
- Mirror TV, Display, SEM Terms on a CPL and CPM Allowable to Maximize Spend, Volume, and Profit
- Build Brand Equity, Longevity, and Sustainability through Frequency and Reach
To measure the branded search for online and in relation to how that actually affiliates itself with TV, just take a look at the residual awareness for all of your TV campaigns that are going.
So what you’re going to take a look at is how aware is the market, how your brand searches are going up and how even some of your category brand is going up as well, and so you’ll be able to take a look at that pretty easily digitally. That’s just the keyword report and so if you take a look at that in conjunction with the different TV accuracy and cross attribution models, you’ll get a pretty good idea about how effective your TV is and how saturated it is going to the market and how it’s actually retaining itself with the audience.
And so another way that you can take a look and measure out some of your online media is that if you mirror your SEM ads and your keyword ad groups and some of your just ad groups in general and some of your ad copy, you actually get that to mirror your TV campaigns and so for instance you’re doing a display, you use the same actors if you’re going for a textual type of an advertisement like get the text to mirror up together.
And so you’ll be able to take a look at your volume and then also the profit and see exactly how well each campaign and each creative is performing and so, when you do that what you’re doing is your building a brand equity and different longevity.
So if you get an idea about how sustainable, in particular TV creative is the chances of being able to blow that online and actually be able to retain some quality is definitely going to go up.
So, if you measure your TV creative efficiently then you should be able to piggy-back your online campaigns to it.