Search Campaign

by , Sep 6, 2007, 6:20 PM
  • Comment
  • Recommend

Selecting the right keywords is key to success with paid search ads.

* WINNER *
CARAT

Reebok (RBK Custom)

Nidhi Modi, Group Director of SEM; Renee Robertson, Senior Associate, SEM

Carat's objective was to drive traffic to Rbkcustom.com, where consumers could use the sneaker customization tools. The agency aimed at young, urban, "sneakerheads," who were willing to pay for the higher priced custom sneakers, purchasing keywords that resonated with that demographic. As a result of the search efforts, RBK Custom saw a 200 percent increase in sales within the first two days and a 300 percent increase in site traffic within the first 20 days. The keyword "custom" alone generated more than 180 user registrations.

SLINGSHOT, LLC
Greyhound

Deepi Ghoman, Art Director; Matt O'Malley, Art Director; Rex McCubbin, Copywriter; Kevin Jorgensen, Creative Director; Tessa Church, Flash Programmer; Cord Mitchell, Flash Programmer; Jennifer Jablon, Media Supervisor; Jacqueline Thompson, Media Coordinator; Kellee Bascher, Senior Account Executive; Melinda Jobe, Account Director; David Young, Vice President, Group Account Director

For greyhound's student travel division, Slingshot developed a search/display campaign that aimed to reach college students - a demographic often reluctant to use the company's services. The campaign tailored the text and banner messages to student vacations (winter, summer, spring "breaks") and served ads across various social and ad networks.

Slingshot's search/display campaign netted over 138 million impressions and over 67,000 total clicks - helping Greyhound surpass its goal of $1.8 million in revenue from student sales by 50 percent (total sales came in at $2.7 million).

STEAK MEDIA
Swiftcover.com

Duncan Parfitt, Head of Paid Search; Alastair Boyle, Account Director

Steak Media's main objective was to target and convert auto insurance consumers online - but Swiftcover.com also sought to use search advertising to reinforce brand awareness and help them make better off-line advertising decisions.

Steak Media tailored the search copy to promote continuity between the out-of-home, TV, and radio ads that Swiftcover was running. The agency also helped test which phrases and slogans would perform best in future off-line ads, tracking search copy performance both by clickthroughs. Ultimately, Swiftcover's monthly sales volume increased by 350 percent from April 2006 to March 2007.

Be the first to comment on "Search Campaign"

Leave a Comment

Sign in to leave a comment. Don't have an account? Join Now

Recent OMMA Magazine Supplement Articles

  • Online All Star: Michael Donnelly  

    The best business decision MasterCard Senior Vice President and Group Head of Global Digital Marketing Michael ...

  • Online All Star: Steve Minichini  

    Steve Minichini caught on to the potential of interactive media early on. “You remember Prodigy and ...

  • Online All Star: Donnie Williams  

    Remember that famous quote about the Battle of Waterloo being won on the playing fields of ...

  • Online All Star: Bob Arnold  

    Bob Arnold’s digital marketing story begins in Belgium. The University of Cincinnati student was on an ...

  • Online All Star: Elizabeth Elfenbein  

    Elizabeth Elfenbein is officially known as “Partner, Creative” at health and wellness agency The CementBloc, and ...

  • Online All Star: Adam Kasper  

    Adam Kasper knows from backbreaking work. Hoping to earn a few bucks during his college summers, ...

  • Online All Star: Adam Kleinberg  

    Every week, Traction ceo Adam Kleinberg spends a few mornings on the shores of Lake Merritt ...

  • Online All Star: Dawn Maire  

    Many of the industry’s top strategists honed their skills at a consultancy, or by serving a ...

  • Online All Star: B. Bonin Bough  

    At many companies, the suggestion that a large brand’s entire marketing budget be poured into social ...

  • WSBTV COX CMG's WSBTV iPad Weather App  

      The WSBTV iPad weather app is designed with a unique carousel navigation gallery where can ...

» OMMA Magazine Supplement Archives