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Innovative Online Marketing Campaigns

Objective

When it comes to search engine marketing, one of our clients, an online movie download provider, can be considered an extreme risk taker—constantly testing new features and creative strategies. The client’s adventurous nature is due in part to their widely-appealing service—subscribers can select from thousands of movies, which can then be watched on their personal computers or portable video players—and partly due to their knowledge that innovation begets success.

Since the beginning of the relationship, the client has permitted us a great deal of freedom when it comes to experimenting with creative approaches. Yet, the client does not engage in these activities unprepared; they understand the benefits of search and that creativity and originality are necessary to stay ahead of the competition. Therefore, we suggested that they try out a pay per click (PPC) campaign in Spanish, the client was game.

Working through Hispanic Targeting, our full-service Hispanic search engine marketing division, we developed a comprehensive pay per click campaign on Google using two types of keywords and ad copy—entirely in Spanish and a bilingual blend.

The Spanish campaign was as-yet uncharted territory for the client; therefore, they were unsure of reasonable cost per download (CPD) goals. To remain flexible yet competitive, they strove for the same goal set at the launch of the English campaign. Ultimately, the client desired to increase downloads and maximize return on investment (ROI); the specifics of these metrics were up in the air due to the newness of the Hispanic search industry.

Hispanic Targeting 2008