Pairing Paid Search w/ Radio
An article from AdAge states that radio advertising provides advertisers with more value in terms of ROI, providing up to $23.21 in increased revenue for every $1 spent on advertising. Even though the returns are impressive, consumers only spend about 15% of their time listening to the radio each week, which means a typical marketing budget for radio is only 8% of the entire marketing budget.
Why you ask? Without a digital component to this campaign, it can’t provide the analytic data that marketers want to improve their businesses.
The solution? Advertisers should combine their radio marketing with an online paid search campaign.
A case study by SEER shows that incorporating keywords into radio copy make their click rates of their online ads jump 124% in on month! That’s huge! Especially once the paid search campaign was over, the click rates dropped.
Additional, the radio campaign correlated with increased conversions and organic web traffic.
It is obvious that the radio campaign enhances the search campaign, increasing the effectiveness in both. It allows marketers to hold radio accountable of how listeners are responding. Spikes in traffic, ad clicks, and conversions can be measured against radio.
How Can You Get The Most from Your PPC+Radio Campaign?
Make sure that the verbiage of your ad focuses on the keywords your PPC campaign is targeting. Using a call-to-action in your radio campaign that directs listeners to research you will help increase organic traffic, along with clicks.
With PPC having a low click rate, this will help increase clicks and conversions which are beneficial. Add radio in the mix with its high ROI and increased organic traffic, these two paired together can gear set you up for success!