{"id":603,"date":"2017-10-11T00:31:43","date_gmt":"2017-10-11T00:31:43","guid":{"rendered":"https:\/\/theadclub.org\/mid2017\/?p=603"},"modified":"2017-10-16T18:53:59","modified_gmt":"2017-10-16T18:53:59","slug":"paid-search","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2017\/2017\/10\/11\/paid-search\/","title":{"rendered":"Paid Search"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2017 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Paid Search<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>Havas Media<\/strong> for Avocados from Mexico<\/span><\/h3>\n<p style=\"text-align: center;\">Avocados from Mexico Super Bowl Campaign<\/p>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2017\/10\/havas-maven.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2017\/10\/havas-maven.jpg 300w, https:\/\/events.theadclub.org\/mid2017\/wp-content\/uploads\/sites\/55\/2017\/10\/havas-maven-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/_AV8jx0OWe0?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"page\" title=\"Page 16\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>The Super Bowl is the most watched event in the United States (averaging 112.7MM viewers in the last four years) and one of the biggest days of the year for advertisers. Now, with mobile representing the largest share of search volume across devices, Avocados from Mexico (AFM) took a mobile first approach in designing their Super Bowl hub landing page, with an aim to increase mobile visits for all new Super Bowl LI content. In addition, AFM looked to generate more buzz around their \u201cSecret Society\u201d content by hosting a sweepstakes on Twitter that featured up to $10,000 in prizes. With so much competition during the Super Bowl, the agency knew how important it would be for new AFM Super Bowl LI content to be easy to find and accessible in search results, especially during micro-moments consumers experience before, during and after the commercial airs.<\/p>\n<p>To capitalize on the large Super Bowl TV audience and drive site visits, AFM needed coverage for any Super Bowl LI \u201ccommercial\u201d and \u201csweepstakes\u201d terms that consumers may be searching. Additionally, it was important for them to be the main resource for \u201cavocado\u201d or \u201cguacamole\u201d themed dishes featured at a Super Bowl party. With this in mind, the agency built campaigns that would follow consumers during their Super Bowl party preparations.<\/p>\n<p>One month prior to Super Bowl LI, the agency built and launched campaigns focused on AFM \u201cSuper Bowl sweepstakes\u201d terms, general Super Bowl \u201csweepstakes\u201d and \u201ccontest\u201d terms to spread awareness about the contest, and leveraged creative including \u201cSecret Society\u201d messaging in the weeks leading up to and after the commercial aired. The sweepstakes campaigns also featured Site links highlighting \u2018Avocado\u2019 based recipes themed around the upcoming big game to ensure AFM was top of mind among users looking for recipes as they planned their Super Bowl parties.<\/p>\n<p>In the second phase of our Paid Search strategy, the agency launched general Super Bowl campaigns one week prior to the big game, making a push to capitalize on the increased buzz as the game approached. These campaigns leveraged \u201csuper bowl commercial\u201d, \u201crecipe\u201d and high volume \u201cavocado\u201d and \u201cguacamole\u201d themed keywords paired with football-themed messaging to get consumers excited about AFM and Super Bowl LI. In addition, the agency utilized mobile bid optimizations across all campaigns in the Super Bowl initiative to drive more mobile visits with the site.<\/p>\n<p>As a result of this campaign strategy, Merkle\u2019s Digital Bowl Report had AFM\u2019s Paid Search strategy tied for first amongst all digital advertisers. The report referenced the agency\u2019s use of \u201cusable content\u201d within their Sitelinks that provided different recipes and ideas for Super Bowl get-togethers that could be used before and after the game. The report also highlighted the mobile interface used by AFM to attract mobile engagement, which our Paid Search campaigns promoted in force. In terms of metrics, year over year the campaigns saw significant improvement with 3x more clicks to site with only a 107% increase in investment, a 37% decrease in CPCs for general Super Bowl campaigns, a 249% increase in mobile device visits with a 10% lower CPC, and 12.5K visits to the Sweepstakes page, making up 15% of overall traffic.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2017 Maven Awards Paid Search Havas Media for Avocados from Mexico Avocados from Mexico Super Bowl Campaign The Super Bowl is the most watched event in the United States (averaging 112.7MM viewers in the last four years) and one of the biggest days of the year for advertisers. Now, with mobile representing the largest&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-603","post","type-post","status-publish","format-standard","hentry","category-2017-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2017\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/603","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/comments?post=603"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/posts\/603\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/media?parent=603"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/categories?post=603"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2017\/wp-json\/wp\/v2\/tags?post=603"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}