Posted under Marketing
from http://www.marketingpilgrim.com 1735 days ago

Recently Google quietly changed the geo footprints formerly called “metros” into Nielsen® DMA® regions. This means that these metros are 100% aligned with television advertising footprints.

This change got me thinking about the interaction between TV advertising and SEM and its increasing significance as more and more people watch TV with a device in hand.

For large brands that actually do national TV advertising, the lift to SEM (particularly on brand) driven by TV adverts is clear and easy to read. However, even if you don’t have the budget or resources to run TV ads, there are still ways that TV affects your SEM account. Here are some ways for you to capitalize:

1. Adjust your Device Strategy – it used to be that search volumes for many verticals fell off later in the day. That simply isn’t true anymore. Instead, people are just shifting devices and searching from ...

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