This year’s Best Overall Enterprise SEM Initiative Landy field was a competitive one. The winner needed to utilize best in class tactics & initiatives, various platforms & tools, and of course improve visability and/or convert new customer on major search platforms and earn a positive return on investment. When the dust settled in the judges room there was only one agency left standing: Acronym.
Acronym took home the win thanks to their work with Scotts Miracle Gro. They were able to build a unique set of Key Performance Indicators (KPIs) that helped to influence and inform customers on what is a very offline purchase. Furthermore, the identification & categorization applied to the various steps that a customer takes throughout the research stages. The creation and implementation of this system not only helped them drive success for their client, but was also helped them take home the Landy.
Acronym stated the following about the Scotts Miracle Gro account:
‘Tackling a client that primarily does not sell their product online while still showing tangible successes can be a challenge. We worked on a set of KPI’s with the client tied to user research stages, and through a creative combination of human ingenuity and algorithm’s built within our tool Keyword Objects we were able to categorize keywords by intent at scale, and see real successes in how we optimized day to day.”
Overall this campaign was no miracle, but instead a well thought out effort and the numbers where to impressive (and unique) to ignore.
“It’s been great to work with Scotts Miracle Gro who have been very collaborative and open to ideas and testing throughout, seeing the results of our efforts together has been rewarding for both teams.’
Go to Source
Author: Greg Finn