Here’s a Google Analytics graph of searches for the keyword “bmw m3” that land on the M3 product overview page.

It’s pretty clear to see that since the start of the print and television campaign, search volumes for the car have increased considerably.

This is where online comes into its own. The opportunity now exists to take the searcher from being an inquisitive web-surfer to a very real prospective lead. It’s no secret that search traffic, on average, converts better than most other referring mediums because the searcher is actively looking for something specific. And - Google is the highest single referrer to the M3 landing page.

Landing page setup

It’s vital to ensure that the user’s expectation of the landing page (the page the search engine send you to) is met with what he/she needs. With the BMW M3 overview page, we’ve made sure that we’ve included a prominent link to the campaign that’s currently running. The user is also able to do a quick colour and wheel configuration, download a brochure and a price list all from that page.

From there, exploring the rest of the product is all a click away.

2 Questions

If you’re running a TV / Print or other mass media campaign I suggest that you ask yourself (or your agency) the following questions:

1. If a prospective customer does a search for your brand name or advertised product, where are you sitting in the results pages?
2. If a user clicks through to your website, either from a search engine or by the URL on the advert (I’m going to presume that the presence of a publicised web address is a given), what will he/she see? Are you actively trying to acquire new customers? Or have you left him on his own to wonder through the 100-Megabyte woods that is your website?

Other reading:
» Online vs. Offline Marketing