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Measuring TV Ad campaign success for digital/SEO

     
1:28 pm on Jan 22, 2015 (gmt 0)

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I'm sure as digital marketers and SEO consultants you've run into this line of questioning before.

We recently launched a TV ad campaign that has generated quite some attention on social media (YouTube, Facebook, Twitter, Reddit etc) and traffic to our landing page for the TV ad is high as well. Whilst it's easy to measure these successes, how would you go about measuring the increase in brand searches - taking into consideration Not Provided?

We're using Google Analytics by the way. Any ideas on this would be appreciated! :o)
8:40 am on Jan 23, 2015 (gmt 0)

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We're using Google Analytics by the way


Probably not very well. GA provides search terms, maybe under Search Optimization. It's in there somewhere.
10:01 am on Jan 23, 2015 (gmt 0)

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how would you go about measuring the increase in brand searches


This is a bit of a roundabout way to go but we've done it in the past and it works.

adwords. Set up an adgroup with your brand terms as exact match. Since it's your brand you should be able to bid low. The you'll be able to see how your commercials are effecting brand search in google, they'll give you the impression (search) numbers for your exact match keywords (no not provided).

Also, when linked with analytics you should be able to break down the numbers hourly to help with finding the best performing commercials.
5:09 pm on Jan 23, 2015 (gmt 0)

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@Shepherd - would it also be valid for us to do this via Google Webmaster Tools?
6:07 pm on Jan 23, 2015 (gmt 0)

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Yes, you can get some rough, daily numbers from WMT.