Google AdWords Hyper Targeted Campaigns

Google drives revenue via their various advertising platforms. None is as large or in someways as complex as the AdWords platform which services SEM needs for the smallest of businesses to the largest of corporations.

The AdWords challenge is that PPC marketing (SEO/SEM) can be largely trial and error based. It changes constantly as it is an auction format. And there are so many variations of how you can set things up with no guarantees that it will work. Most advertisers have a limited budget and time constraints for setting up their PPC efforts. And ultimately, the interface for using AdWords can be confusing to use.

SolutionSet (and then later Epsilon) helped Google build out their customer marketing program from scratch at a global scale. Working onsite with our clients, we delved deep into each type of user of the platform and created personalized campaigns that would recognize where they were in their engagement cycle (new, growing, non-engaged, lapsed). These campaigns were rolled out to over 40+ languages. This was all done using internal Google platforms and communication tools.

The results were astounding and led to significant growth for both the client and agency marketing teams as the communications plans were built out. While setting up the foundation, we also were constantly doing testing and refreshing the creative. Email, website, mobile and direct mail channels were all extensively involved.