Challenge/Objective

The WildBlue Communications search engine marketing campaign presented a unique challenge for SearchAdNetwork. WildBlue is a satellite-based provider of high-speed Internet service. Their primary markets are rural areas that do not have access to DSL or cable Internet access. Due to the nature of WildBlue’s target market, SearchAdNetwork needed to focus on lower density population areas – less than 50 homes passed – where larger Internet providers are unable to service.

SearchAdNetwork’s objective for this campaign was to drive traffic to targeted landing pages, resulting in one of three success metrics: generate a phone inquiry or sale, enter a zip code to display local dealers and promotions or register leads for follow-up marketing campaigns. This objective challenged the standard targeting capabilities of local search marketing and SearchAdNetwork was forced to explore new methods to generate optimal results.