getting the payoff from paid search

    Getting the Payoff from Paid Search

    1000 600 Lisa Martino

    It’s a story we hear often — a paid search campaign is not driving enough leads, and the leads it does bring come at too high a cost. While pay-per-click campaigns can be very efficient compared to other advertising channels (you pay only for clicks) and highly controllable (you determine the message that’s displayed), there is both an art and a science to running a truly effective paid search campaign. For more on paid search, see our previous post, the art and science of pay-per-click advertising.

    LoJack Corporation, a leading provider of automotive tracking and recovery systems, found their PPC strategy coming up short. Their PPC strategy was focused on advertising a comprehensive GPS-based advanced telematics system designed for tracking and managing fleets ranging from five to 5,000 vehicles. The fleet management product has a variety of features, from location tracking to fuel usage data, which could be isolated in various online ads. They came to smart panda labs in 2014 seeking a more efficient PPC strategy around those ads that would drive more qualified leads — at a better cost.

    Continue reading this case study…



    Lisa Martino

    Lisa heads the firm’s search engine marketing practice and brings more than 15 years of experience to Smart Panda Labs, where she implements and manages a variety of paid search and paid social campaigns for clients, each with unique budgets and goals. Her areas of specialty include paid search and search engine optimization; paid social advertising on Facebook, Twitter and YouTube; display ads; email marketing; CRM; affiliate marketing; direct mail and web analytics. Prior to joining Smart Panda Labs, Lisa was a Search and Auction Media Manager for the Walt Disney Company for over eight years, where she managed extensive, multi-million dollar paid search and paid social campaigns for numerous Walt Disney Parks & Resorts websites and brands. She has also worked in marketing for Cox Target Media/Valpak and American Express. Lisa is a Microsoft Accredited Professional and is Google AdWords qualified in search, display, video, mobile and shopping.

    All stories by: Lisa Martino

    Leave a Reply

    Your email address will not be published.