Most Effective Search Engine Marketing Campaign
Awarded to the marketer displaying the most successful and unique strategy for conducting a search engine marketing campaign. Success is measured both in terms of resulting number of new customers and customer acquisition cost.
Measure of Effectiveness
Effectiveness is measured by comparing results to previous efforts, industry standards (preferred when available) or initial goals.
Finalist
- BKV for the Sokolove Law: BKV was tasked with decreasing a "Cost Per Signed Case" metric for Sokolove's Mesothelioma practice. Despite a competitive space, high keyword costs and a small market opportunity, the CPSC goal was exceeded by 25%.
- 360i for H&R Block: 360i designed a strategy to optimize revenue across products while driving both online and brick-and-mortar traffic. As a result H&R Block received their highest online sales to date and increase digital online returns by 96%.
- Moxie Interactive for 20th Century Fox: 20th Century Fox Fox Theatrical wanted to raise awareness via a pre-release campaign for Avatar, driving to the 16-minute teaser trailer and stimulate site interaction to the theatrical site. The campaign exceeded CTR goals with 5.83% and the average CPC remained below half of the targeted benchmark.
