TM: What results have you seen since increasing your investment in paid search?
SG: We see substantial ROI from paid search, and our rates of ROI continue to increase relative to how we market in other channels. For example, television advertising affects our search volume. The conversion goal is a year-over-year growth rate in unit sales and revenue. Although we cannot disclose the target growth rate, we can say that it is substantial, that we exceeded it last year and that we have every confidence in doing so again for [the current tax season].
TM: What advice do you have for marketers working to implement or refine their paid search campaigns?
SG: Consider and prepare for how your other marketing efforts affect search. TurboTax makes a considerable investment in television advertising and direct marketing. These efforts, in turn, drive search activity as people are called to action on the Web. Limiting coverage in search can result in diminished realization of that total marketing investment.
Use search to support all your initiatives. This year we’ve launched an innovative engagement campaign on YouTube called Tax Laugh (www.youtube.com/TurboTax ). It’s a contest where the winning video entry will win $10,000 and the opportunity to open for Jay Mohr at [one of] the Improv [comedy clubs]. We’re also leveraging paid search to help build and capture buzz for this program using a special URL.