Airship

Awards Preview – Most Effective Search Campaign

Tim Maytom

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, we break down the two entries competing to be found Most Effective Search Campaign.

2015 Awards

LeoVegas and Somo – The King of the Mobile Casino
Casino operator LeoVegas launched in the UK two years ago and has since become a well-established brand in the market, thanks in large part to its mobile paid search strategy, which amplifies TV budgets through synchronised paid search promotions.

Alongside this sychronisation and cross-channel timestamp analysis, Somo has worked with the brand to introduce campaign management based on device, and used day-parting and other scheduling tactics to ensure LeoVegas' message found the right people at the right time.

Its most recent campaign focused on direct registrations and first time depositing players, and resulted in substantial percentage increases in click volumes, new despositing players and registrations – numbers were shared with the judges in confidence – while the cost of these conversions remained consistently below targets month-on-month, providing LeoVegas with a great return on its paid search investment.

Swinton Insurance – Car Generic Campaign
Last year, Swinton identified a potential gap in the insurance market when it found that many of its competitors were still focusing their search advertising on desktop devices, sometimes to the complete neglect of mobile. With more customers researching and buying insurance on mobile, this had the potential to be a big win.

The company increased its Car Generic mobile activity throughout October as a test, in order to drive additional traffic and sales for the business and feel out the potential for future investment in mobile.

During the month-long test, price-per-click Car Generic sales rose over 200 per cent, with Car Brand sales also up 26 per cent. The test was so successful that Swinton applied the learnings to its overall search marketing strategy and continued to invest in mobile, with similar gains in sales and ROI.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.