Paid Search management for Equinix across EMEA, APAC and AM
We're responsible for managing this global paid search account across AM, EMEA and APAC markets, and as such our challenge was multi-faceted. We maintain paid search visibility across all stages of the buying cycle - from awareness to consideration to data capture/lead generation –whilst addressing ongoing click inflation and its influence on CPA. Above all else, we effectively and efficiently deliver results for a global organisation with region-specific challenges (AP/EU/US), as well as at territorial level.
- Refined keyword portfolio to minimise overlap with larger organisations and ‘box clever’.
- Introduced more sophisticated retargeting methodologies, aiming to serve users with different content based on first, second and third touch.
- Introduced retargeting through search ads and similar lists.
- Generated awareness via generic display activity, leveraging programmatic advertising and promoting video content.