Have you ever wondered what impact a TV ad has on a website when it airs?
I don’t mean overall impact, such as an increase in brand awareness or revenue. I mean the IMMEDIATE impact.
As in, if my advert appears on TV right now, what happens on the website?
Let’s find out.
From personal experience, I know TV campaigns cost a lot. Digital campaigns can be no small change either. But regardless of the size of your budget you need to be smart about getting maximum return on your spend.
This requires joined up thinking across your campaigns (or preferably your single integrated campaign) and plenty of forward planning.
With this in mind it’s disappointing to see the latest campaign from NatWest.
It’s an unwritten law: spend big £/$ on a TV campaign and your website traffic will go through the roof.
Your overall cost per visitor will naturally follow suit. So how do you get more out of the traffic you’re buying in?
The answer is pretty simple – conversion rate optimisation. Test and tweak your pages and processes until you can get more people doing much more of the things you want them to do.