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Is TV Marketing More Effective Than Search Engine Marketing? | PalatnikFactor.com

Is TV Marketing More Effective Than Search Engine Marketing?

June 3, 2008 by Pablo Palatnik

It was about 2:15am this morning when I was up watching Countdown with Keith Olberman on MSNBC. A commercial came on which was about scanning and repairing your PC for spyware, registry errors, and more. I found it rather interesting since I think it’s a great product because we all have problems with our PCs. It’s a site called FinallyFast.com and it is free.

Anyhow, it got me interested to see why this site, out of all sites that do this, decided to market on TV. I started looking around in Google a few minutes ago and typed in keywords such as “repair pc scan”, “scan pc for problems”, “remove spyware”, “check pc for problems”, and so fourth. I couldn’t find an ad for FinallyFast.com but I’m sure they do have search engine marketing, just probably not a very effective campaign (I’ve only used Google to search for ads)

I went to compete.com to see what the traffic stats were for FF and its main competitors online. I choose two companies I saw most in Google and of course, Finally Fast, here are the results:

FinallyFast.com is growing in traffic and could most likely be from its TV ad, but look at PCTools and the other site.

PCTools.com bids on 2,132 keywords
PCDocPro.com bids on 181 keywords
FinallyFast.com bids on 78 keywords

I couldn’t find FinallyFast.com almost anywhere on paid search so it could be a mistake that those are the numbers of keywords those companies are bidding on, they could also be from organic search.

My point from this post is if you’re an online company providing an online service, I think the most effective strategy before going on TV is to make sure you have your online marketing well in place to really compete against the competition. Could have been a very smart move to make a TV commercial where no competitors are in that space, I’m not saying its not. I just think you have to look at what will be more effective and wondering what kind of research the company did before deciding to go the TV route.

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