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Writer's pictureSade Euzebe

CASE STUDY: Transforming Telecommunications with Data-Driven SEM Strategies

A leading telecommunications company in Canada engaged an agency to enhance their SEM strategy. As the Senior Search Manager, I spearheaded efforts to drive new client acquisitions, encourage existing clients to upgrade their services, and increase device sales. With a monthly campaign budget of $80,000, I implemented a comprehensive and data-driven approach to maximise the return on investment.


At A Glance


  • Client Industry: Telecommunications

  • Target Location: Canada

  • Monthly Budgets: $80,000 CAD

  • Campaign Goals:  Acquire new clients, boost client upgrades, drive device sales

  • Role: Senior Search Manager at an agency

  • Timeline:  Fall 2020 - Spring 2021




Key Strategies Implemented


  • Targeting & Pathway Optimisation: Refined targeting and optimised conversion pathways.

  • Scaling & Exploration: Scaled successful tactics and explored new opportunities.

  • Continuous Monitoring & Improvement: Continuously monitored and adapted strategies while enhancing measurement and reporting.


Results Achieved


  • Enhanced Performance & Efficiency: Improved performance measurement and optimised budget allocation.

  • Increased Client Engagement & Revenue : Increased client acquisition and sales.


Key Takeaways


  • Data-Driven Strategy: Utilised data-driven attribution and value-based bidding.

  • CRM Integration & Audience Targeting: Integrated CRM for offline conversion tracking and targeted B2B audiences.

  • Adaptive Analytics: Emphasised continuous adaptation with advanced measurement techniques.


Conclusion


The success of the SEM campaign underscored the effectiveness of strategic planning and execution. As the Senior Search Manager, my role in implementing data-driven strategies played a pivotal part in achieving tangible improvements in performance measurement, budget optimisation, and client acquisition.  My dedication to continuous improvement and innovation ensures that digital campaigns deliver impactful results.


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