Apogee Search’s Targeted Paid Search Campaign
Friday ended an era at Apogee Search - our resident Office Mom, Connie Smith, is hanging up her 1,000,000 hats. Those who know Connie know that she puts everyone before herself, literally. For this reason, all of Apogee paid homage to Connie on her last day.
Lunch was had, stories were told, cake was enjoyed, and presents were delivered. Apogeeans past and present were in attendance. In true SEM style, we could not let it end there. The paid search analysts created a going away blog using www.blogspot.com where anyone can post messages directly to The Best Apogee Mom Ever. In addition, the team also launched a Google Adwords campaign dedicated solely to Connie.
In general, the term “Connie Smith” generates a decent amount of traffic with almost 18,000 searches a month. Since our tribute is a personal campaign, we want to eliminate as much negative search traffic as possible. Basically, we do not want searchers that aren’t Apogee employees (former and current) to click on the ad.
Therefore, we made the campaign an exact match. This means that the ad only shows if “Connie Smith” is searched. Thus, the ad will not be shown for searches like “Connie Smith apples,” “Connie the Smith,” or “Connie Smiths.”
We also realize that the term “Connie Smith” can still potentially bring in a large amount of traffic when put in the scope of the entire U.S. For this reason, we geographically targeted the campaign to Austin, Texas only. Any searches coming from outside of the Austin area will not trigger the ad.
All in all, the farewell celebration for Connie was tearful, but the blog and paid search campaign live on.
