Orkin, the 106-year-old, Atlanta-based pest control giant successfully leveraged direct response television (DRTV) for SEM optimization this August, resulting in better search engine query requests and an increase in impressions and clickthrough rates. Coordinating SEM campaigns with DRTV commercials helps support the firm’s marketing efforts by capturing online orders triggered through search engines. According to Orkin’s Director of Interactive Marketing Rob Crigler, company data shows growing numbers of people are using the Internet to search for both the Orkin name and the “pest threat” concept the firm promoted via its DRTV campaigns. For Orkin, conversion rates across DRTV display URLs, “buzz” keywords and brand terms were stronger while the DRTV ads aired. Most importantly, DRTV helped support Orkin’s key brand search, which is a high-converting consideration set for consumers looking to purchase the pest control company’s services. Since implementing the SEM-oriented DRTV campaigns, Orkin has experienced an overall increase in impressions and clicks, and a strong clickthrough rate increase on display URLs, concept keywords and phrases used in the DRTV ad. Crigler also notes that the online response to the DRTV campaigns was significantly higher than the phone response.
DRTV Starts the Search
The key to success with DRTV and SEM is using advertising psychology to create key phrases that consumers will remember. DRTV’s branding power motivates consumers to go search online for more information. Crigler says, “Consumers don’t search unless there is a stimulus, such as advertising, PR, word-of-mouth, etc.” Using the same key phrases in DRTV ads, in search results listings and on a Web site reinforces brand awareness in a format that is more informative than traditional five- to 30-second advertising spots alone, he adds.
To integrate DRTV with SEM, Orkin created close working relationships with media buyers and SEM teams, then focused on choosing the best keywords and URLs to support the campaign. For companies designing DRTV creative to help drive traffic to their Web sites, creating an easy-to-remember concept URL is essential; for Orkin, that meant leveraging its free pest threat analysis offer in the campaign URL,
www.12.pestthreat.com. It also displayed this URL for a longer period of time on screen so consumers would be more likely to recall it. “It is important to display the product and/or company name as well, so consumers can type it into the search box,” adds Crigler.
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