How To

SearchSync: How to synchronize paid search campaigns with TV ads


Overview:

 

84% of smartphone and tablet owners use their mobile devices as a Second Screen while watching TV. In this multi-screen reality, the search window is only one click away.
Almost 1 in 3 look up product information online after watching a TV ad, resulting in significant spikes in search traffic for the TV-promoted products and brands.

Now imagine your TV ad airs and TV-inspired searchers do not get to your website because your competitor occupies the top position in the search results. In this example, Charles Schwab promotes “wealth management” in a TV ad, but only shows up in position six for this term, literally handing over prospective clients to competitors.

SearchSync allows you to synchronize your paid search campaigns with TV ads. Thereby you can optimize your SEM spend and lead TV-inspired search traffic to your website when the buying intent is highest.

 

Integration guide for SearchSync

Step 1: Define your SEA sync strategy

First, define when you want to outbid your competition to secure the top position in the search results. You can target TV-inspired search engine users by syncing:

1. Your own TV ads
This strategy is recommended, e.g. when continuous bidding for the top position for certain keywords would be too expensive for your overall SEM budget, but you want to secure the top position when your TV ad airs. In this example, WeightWatchers synchronizes its PPC campaign for WeightWatchers’ offers (keyword “weight loss”) with the own TV ad’s airing.
SearchSync-wywy-sync-own-TV-ad
2. Complementary TV ads (e.g. ads of product brands you sell)
This strategy is recommended, e.g. when a competitor outbids you for searches related to a product you offer, but you want to be found in the top position when the product’s TV ad airs. In this example, Walmart synchronizes a SEA campaign for Samsung TVs at Walmart (keyword “Samsung TV”) with the complementary TV ad for the Samsung UHD TV product.
SearchSync-wywy-sync-complementary-TV-ad
3. Competitors’ TV ads
This strategy is recommended, e.g. when your competitor seems to be in the top position for your relevant keywords all the time and you want to position yourself as a prominent alternative. In this example, Nissan synchronizes a PPC campaign for the Nissan LEAF (keyword “electric car”) with the competitor’s TV ad for the Toyota Prius.
SearchSync-wywy-sync-competitor-TV-ad

You can either choose a single strategy or a mix of strategies to capture the maximum of TV-inspired search traffic.

Step 2: Set up your sync campaign(s)
The following description serves as a quick overview on how to set up a sync campaign, a detailed guide can be found here.
1. Access your Google Adwords client account
2. Duplicate (or create) the relevant existing Adwords campaign and set the status to “PAUSED”
3. Update the selected sync campaign depending on the

  • Use case (Which keywords are shown/mentioned in the TV ad?)
  • Budgets (How much more am I willing to bid to get a top position?)
  • Geography (Where is the TV ad aired?)

Step 3: Synchronize your campaign(s)
1. The actual TVSync® works by wywy detecting a TV ad in real-time whenever it airs and then setting the campaign status to active for a certain time period. For that, you need to grant us access to your Adwords account through the My Client Center.
SearchSync-wywy-Adwords-My-Client-Center-1

2. For the mapping of the campaign, our campaign management will help you to make sure that the correct TV ads are linked to the right SEA campaigns and will set the delivery window (e.g. 3 minutes after a TV ad’s airing) for each campaign.

 

Comparing synced and non-synced campaigns

Adwords allows for reports to be broken down into hours. It is therefore not possible to report on SearchSync campaigns at the airing or spot level. One advantage of setting up separate (ideally duplicated) campaigns for SearchSync is the ability to track the performance separately from the normal non-synced PPC campaign.

Since a SearchSync campaign will only deliver impressions and receive clicks as a direct result of a TV ad’s airing within the defined delivery window, reviewing the campaign performance as a whole or individual keywords is no different than reviewing a standard search campaign.

Continuously review the campaign to make sure that bids are adequate, costs and impressions are within budget and that the targeted average position is reached. Keywords can always be adjusted accordingly.

 

SearchSync training video for more information


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Victor Castello