The starting point was to raise awareness to our potential customers, marketing managers, and through this attract new assignments and clients. These people are a difficult audience who are highly courted. We needed to create something unexpected, something new that would catch their attention and both raise awareness of the client and provide a personal sense of the client's competence.

Published
October 2012
Topics

The Story

The starting point was to raise awareness to our potential customers, marketing managers, and through this attract new assignments and clients. These people are a difficult audience who are highly courted. We needed to create something unexpected, something new that would catch their attention and both raise awareness of the client and provide a personal sense of the client's competence.

We discovered that marketing managers love to Google their own names. So we personalized the ads that appear whenever a manager does so, by bidding on the names of several marketing managers in Google Adwords. Each ad greets the manager by name and, when clicked on, takes them to a unique landing page which contains with a relaxed, humorous message about the agency.

The Technology

The Results

Overall, we got 23,000 impressions on the personal ads, with a good CTR of 1.36% on average, and in some cases over 15%. By personalizing ads for the target audience, we believe that the knowledge of the agency increased significantly among the marketing managers, as well as generating new customer leads. All this for a total media cost of €28.

6

total hours spent on this project

1.36

% click through rate

23K

project impressions

Launch Date June 1, 2010