Strategies/Creative Technology

Based on internal market research studies, the WildBlue marketing team provided a detailed, targeted list of zip codes and associated county names to seed the campaign launch. This list exceeded the allotted number allowed by search engine zip code targeting. SearchAdNetwork compiled a catalog of geo-modified industry keywords, yet they estimated the ads would reach only 20% of relevant searchers. To accurately reach the WildBlue market share, SearchAdNetwork needed to target high volume, high cost keywords, such as “high speed internet”; yet, only in areas with a lower population density. These restrictions made the WildBlue campaign all the more difficult to execute.

Enter Google polygon mapping. Google’s local search option allows an advertiser to target an area by plotting points on a map; only those searchers with an IP address originating in that unique geometrical shape will see the ad. Aided by targeted zip codes and low density population maps, SearchAdNetwork formulated 150 polygons with a radius of 100 miles or less. Targeting these specific regions allowed SearchAdNetwork to resourcefully bid on broad industry keywords, as well as competitive terms and phrases.

SearchAdNetwork also recommended that WildBlue design unique landing pages, which would reflect the disposition of its rural target customer base. Using content that appealed to this specific audience, the landing pages were able to focus and convert searchers that may have otherwise exited if they were initially directed to the WildBlue homepage.

Additionally, SearchAdNetwork recommended that WildBlue use a unique and traceable toll-free number on the customized landing pages. The SearchAdNetwork Media Agent system allowed the monitoring of zip code and registration conversion metrics; the addition of the toll free number added the opportunity to oversee individuals making phone inquiries and sales, data that proved to be invaluable in determining the success of the WildBlue campaigns.