Finalist: Covad. Localized SEM campaign
"By customizing this campaign with local messaging and local imagery, they are clearly setting up Covad as the local choice for Internet services."
Covad, a broadband communications provider, uses search engine marketing to target SMB decision makers shopping for high-speed Internet services. Covad found that SMBs prefer to buy from companies with a local presence and image. With this insight, Covad created 32 local/regional campaigns with region-specific images, copy, and pricing to create a convincing local feel across their online ads and landing pages. The campaign was executed in four phases and was combined with other strategies such as advertising based on time of day. Using the targeting capabilities of the search engine providers, meticulous tracking, and weekly optimization, Covad was able to maintain revenue and lower their cost of acquisition by 30%.
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