Anyone running a TV campaign, particularly a direct-response TV campaign, should always optimize their pay-per-click campaign (PPC) for the drive to web that TV ads provide. Very large spikes in web traffic can occur during and after a TV spot, and a consumer who has seen the TV spot and then searches for the product or service, is generally further along in the buying cycle and a much more qualified lead.
One of the best ways to optimize a PPC campaign for TV is to continue your message into the ad copy. This almost goes without saying, but you should mimic your brand name and any slogans and catch phrases in the TV spot in any PPC ads. The consumer has seen the TV spot, so any slogans and phrases of the TV ad are going to be fresh on their mind. Capitalizing on these will make your ads stand out in the overcrowded PPC ad space.
Another great way to integrate a TV and PPC campaign is to bid on these slogans and catch phrases. Consumers are going to search for them, so you want to make sure you are bidding for these keywords. Slogans and phrases are usually 3-5 words long and because of the longer length, they generally are going to have less competition and can give you a higher ROI.
You should also maintain healthy budgets to help anticipate the spikes in online volume that a PPC campaign will get once a TV ad runs. If the campaign you are working on does not have an unlimited budget (is there such a thing these days?), then enable daypart targeting and sync up your PPC ads with your TV ad schedule if possible. Consumers searching for your keywords after viewing a TV spot are highly prized, so don’t miss them with spotty ad placement due to budgeting problems.
With all of this being said, marketers need to make sure their online and offline teams are communicating and sharing data at every stage. Advertisers spend a great deal of money on a TV campaign and the more information the PPC planner has, the better job they can do tailoring the PPC campaign. It can be difficult if you have one agency handling the TV buying and another handling the online, but if the two are working together, you will have a cohesive message and will have better overall results.