Finding & Funding
• SendTec buys URLs associated with unique phrases used in the commercials.
• The company also purchases URLs that people will accidentally search for, such as 123oasislegal.com, which lacks the period following the “123” prefix.
• SendTec uses a customized search management tool that alerts managers to bursts of activity in particular keywords or categories.
“From a search standpoint, it’s critical that all channels be coordinated at once,” says Morvay. “When we capture channels and see those rises, that campaign becomes a viable one with the ROI that our clients are looking for. If you don’t capture them, you might decide—wrongly—that TV doesn’t work.”
With that goal in mind, SendTec benchmarks natural search and homepage activity prior to turning on DRTV, so it can identify increases in traffic and long-term effects on search from the TV campaign. “When we use DRTV for the first time with a client, we can see the lift in search. Let’s say the level was at 100, whatever that scale might be. You turn on the TV, and the search goes to 150; when you turn it off, the search drops again, but it doesn’t drop down to 100.”
Olsen has seen that effect on the number of legal funding applications received by Oasis. “Our DRTV campaign drives a significant volume to the Web,” he says. “Approximately 10 [percent] to 15 percent of our applications are people who go to the Web after seeing the TV spot. Another 10 percent apply online directly.”
When looking at search keywords, the volume of applications from customers who search for brand terms (e.g., for Oasis or Oasis Legal) rose 187 percent from 2006 to 2007; applications from those who conducted nonbrand searches (e.g., for workers compensation in Wisconsin) rose 52 percent during that same time period. Says Olsen, “The results show the integrated approach with TV and the Internet. Our goal going forward is to duplicate that growth by revising the Web site, and improving the organic side of search and the evolution of our pay-per-click campaign.”