Blog Archives

Looking for a RBYes Mortgage or Rabies? RBS Campaign Fail

In my previous post, I talked about how Natwest’s new ad campaign fell short because TV and digital were not integrated. The TV advert creative contained the call to action ‘Search NatYes’ yet NatWest did not have a listing in the organic results for that search phrase. They effectively paid twice by running PPC ads to try convert the visitor.

The post generated a lot of shares, comments on the blog and some twitter conversations. Whilst reading further around the subject I discovered a couple of interesting things.

Firstly, Natwest are owned by RBS and it transpires that the same advert has been shot twice – once for NatWest and once for RBS – with different accented boy actors to cater for different regional markets.

Both use a similar call to action in the TV ads – either ‘search NatYes’ or ‘Search RBYes’.

Secondly, as you’d expect given the same marketers & agency, both campaigns experience similar digital integration problems. However, to compound it, the RBYes campaign has encountered another unfortunate issue.

When you type in ‘RBYes’ to Google, the search engine has tried to helpfully correct what it believes to be a misspelling. So instead of information on RBS mortgages you get…

Rabies.

Tagged with: , , , , , , ,
Posted in Business Performance, Natural Search Marketing, Paid Search Marketing, Search Engine Marketing

Your website stinks!

Picture this internal monologue in the mind of a prospective customer…

Argh, time to renew my home insurance again.

What was the TV ad I saw with the special deal if I switch to them? The one with the singing pig…

Bah, I’ll Google it…’l-o-w c-o-s-t h-o-m-e i-n-s-u-r-a-n-c-e’…

Hmmm, was it this one? [click]…that rings a bell…not sure though…

What about this one? [click]… No, don’t think so but it has kind of got the same deal…can’t be bothered to keep searching, I’ll give it a go…

What you were just privy to there, was the thought process of your potential customer as they walked out the [digital] door.

The galling thing was that it was your website they were looking at first. They looked but didn’t stop because they weren’t sure it was the one they were looking for. There was no reference to the deal, and no pig in sight. This happens every day, across all industries and products, no matter whether its ads on TV, print, radio, or outdoor media.

Why? What’s missing?

Tagged with: , , , , , , , ,
Posted in Business Performance

Impact of TV imagery on website conversion rates

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.

Tagged with: , , , , , ,
Posted in Conversion Testing

Hey!

Of all the places you could've ended up, you've arrived here. Might as well stay a while. Grab a coffee and have a read. And if you like it, give it a little share on your favourite social channel. My self esteem will appreciate it.

If you any questions or want just want to say hi, pick a social network or drop me a message here.

Archives