Brand owner: Spark New Zealand Limited
Lead agency: PHD
Country: New Zealand
Industries: Telephone & internet services
Media channels: Search marketing
Budget: Up to 500k
It's harder to win in search engine marketing than ever before. At the inception of AdWords, brands would simply bid on keywords and those with the deepest pockets would probably dominate. Since then, there have been significant changes in user behaviour and platform capabilities. Now, to win the auctions that matter, brands need to understand the user – their context, intent and identity. Incremental gains in search come from the smart utilisation of business data to home in on the right consumer at scale in a cost-efficient manner.
This case is about how Spark (a New Zealand telecommunications brand) found a way to use search engine marketing for its Always On mobile campaigns to sell more high-value mobile plans, which people don't usually directly search for. It found a clever way around the default Search Ads 360 optimisation targets, to create a unique optimisation target for campaigns based on business data – total lifetime mobile plan profit ROAS (return on ad spend).