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SEA case 2: Pan-European AdWords campaign
Client background information The client was holding a journalist award open to print and online journalists throughout the 27 EU Member States during 2008.
Wishes of the client The main goals of the campaigns were to:
Announce the competition in the largest EU languages
Boost the number of entries to the competition
Solution and methodology After thoroughly researching the keywords to use for reaching the target audience, one principal layout of keywords and ad texts were created in English. This layout was translated into 5 other languages by native speakers in a limited timeframe.
After revising the translated layouts the campaign was started less than 3 months before the entry closing date. Both the search as the content network were used to get the message to the specified target audience.
Results Within less than 3 months a total of nearly 40 million impressions were achieved, resulting in over 30.000 clicks while maintaining a CPC that was lower than the anticipated CPC: the actual CPC was 0,29€ while the anticipated CPC was 0,70€.
