Spark: Spark's Search Engine Marketing

Cheyenne Welham

New Zealand telecommunications brand Spark took a new approach to search engine marketing to sell more high-value mobile plans and strengthen its operating margins.

Campaign details

Brand: SparkBrand owner: Spark New Zealand LimitedLead agency: PHDCountry: New ZealandIndustries: Telephone & internet servicesMedia channels: Search marketingBudget: Up to 500k

Executive summary

It's harder to win in search engine marketing than ever before. At the inception of AdWords, brands would simply bid on keywords and those with the deepest pockets would probably dominate. Since then, there have been significant changes in user behaviour and platform capabilities. Now, to win the auctions that matter, brands need to understand the user – their context, intent and...

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