Feature: Searchfeed.com Exec on Tracking DRTV Success: PPC Metrics
According to the Interactive Advertising Bureau, pay-per-click (PPC) is the fastest-growing segment in all of advertising. Google's revenues from keyword ads were more than $6 billion, making the company a bigger recipient of ad dollars than any television or network chain, according to Wired magazine.
What's in it for DRTV marketers?
According to Elena Krivoruchko, director of advertiser solutions at Bridgewater, NJ-based Searchfeed.com, PPC advertising can provide another way for DRTV advertisers to measure the success of their marketing message, providing a low cost complement to infomercials.
"We help companies create text-based listings using product titles and appropriate sets of keywords," Ms. Krivoruchko said. "It's important to incorporate the same marketing message and product titles driven home to the consumer in the infomercial in keyword sets."
Searchfeed works on an auction-based model similar to industry giants Google and Yahoo. Advertisers bid on relevant keywords to achieve higher placement within a set of search results on Searchfeed's Web site of industry-specific websites and portals.
The company provides a number of research and management tools to help advertisers track the success of a campaign and measure its effectiveness.
Recorded data from these tools plays a key part in the two metrics that determine DRTV success online-total searches and keyword clicks.
First, the keyword stats tool gives advertisers insight into user search patterns on various keywords. An increased number of searches after a DRTV campaign most likely will signify its success.
Another key metric can be determined through use of the real-time clicks report tool. The report records activity on an advertiser's ad and provides easily measured data to calculate a response rate.
PPC provides advertisers with a method to engage the infomercial viewer whose interest in a product or service is piqued on TV but who hasn't yet been convinced to pick up the phone and place an order. The viewer quite often will turn to the Internet for more information.
"By running a pay-per-click advertising campaign that encompasses branded terms and key marketing phrases used in an infomercial, advertisers can capture that search traffic, measure increases in searches and keyword clicks, and use this information as a way to gauge the infomercial's success," Ms. Krivoruchko said. "Based on historical and empirical evidence, we've noted that the correlation is highest when rolling out a new product or brand name."
It's important for advertisers to set up a product-specific landing page linked to the relevant keywords, so Web traffic doesn't get lost on a home page.
One factor that can distort results is click fraud, which occurs when a Web site publisher clicks on ads to drive up the revenue it receives or an advertiser clicks on a rival's ads in order to deplete the competitor's ad budget.
According to the Click Fraud Index compiled by the Click Fraud Network (CFN), a community of online advertisers, agencies and search providers working to combat the click fraud problem, the industry average is 13.7 percent of all clicks. Searchfeed's proprietary patent-pending traffic analyst software uses algorithms to filter out suspicious traffic. As an additional layer of protection, the company's Click Review Team monitors traffic on a daily basis.
"We've recognized that many advertisers have a hard time recording success from traditional methods of direct advertising, as "eyeballs" are nearly impossible to measure," Ms. Krivoruchko said, "And we encourage them to use PPC in a more strategic way, such as using search campaign metrics to determine success of DRTV campaigns."