6 years ago

Rough guide to running combined online search-TV campaigns in travel

NB: This is a guest article by Frank Grasso, managing director of Australia-based digital marketing company E-Channel.

Marketing brand, product and service with an integrated paid search AND television combination has produced outstanding results for many industry leading travel brands.

Obviously, with the online retail environment becoming increasingly competitive, executing a well planned strategy can give you the leading edge over competitors.

But how to do it?

Consumers are increasingly spending more time online whilst watching television. TV segments are now more likely to drive people to search engines, with research showing that 67% of online users are driven to search by an offline channel.

A recent study has shown that when marketers coordinate TV commercials with online marketing programs, television can influence up to 40% of searches for a brand.

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So with this knowledge and proven benefits, what are the step by step ways you can implement an effective online, offline campaign?

1. Planning

Commonly, paid search is executed by a different vendor, to the seller. Effective planning from the outset of the campaign is crucial to its success. Planning involves investigating what other advertising mediums the seller is planning to use with the campaign – ie. social media.

When and where will the segment/advertisement be shown? Who is the audience? What are their key demographics? What is the best way to generate brand salience by the customer, the feeling that your brand is appropriate for them?

It is essential to know the key messages and slogans that are being televised or advertised.  Which leads us to the next element…

2. Integration

Keywords and slogans are fresh in the mind of the TV viewer.   Capitalising on these words makes your product or service stand out, in what can be an overcrowded paid search ad space.

Our company recently undertook the paid search for, Getaway Lounge [TLabs Showcase – Getaway Lounge], which launched its travel group buying site on a three minute television segment. The company was able to attract 1,000 sign-ups in less than an hour by producing ad copy utilising the brand, the travel destinations mentioned throughout the TV segment and the presenter’s name.

You need to convert interest into conversions by reinforcing key messages.

3. Bidding

Bidding on keywords and phrases used throughout the TV segment will cost you less due to the low competition for the search terms.

Viewers will search for these keywords and phrases so make sure you are bidding on them.  Phrases are cost effective bids, due to their length, generally three-five words, so use them!

Low competing keywords means higher ROI.

4. Relevance

Utilising targeted keywords and phrases derived from your TV segment, ensure paid advertisements are relevant.

Relevancy of the keyword to the ad and the users search query, leads to a higher click through rate (CTR) for your ad which increases Quality Score and lowers your overall cost per click (CPC).

5. Budgets

Make sure you maintain a healthy budget, particularly when the TV segment goes to air.

Consumers searching for your keywords after the TV segment has aired are extremely valuable so don’t miss them with inconsistent ad placement due to careless budgeting.

NB: This is a guest article by Frank Grasso, managing director of Australia-based digital marketing company E-Channel.

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About the Writer :: Viewpoints

A founding principle of tnooz was a diversity of viewpoints from across the spectrum. Viewpoints are articles by guest contributors from around the travel and hospitality industries.



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  1. Mark

    I just visited your Getaway Lounge website. I did not appreciate having to sign up just to look at what it had to offer. That is a deal killer for me to use you. I suggest you re-think the strategy.


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