Founded in 2001,
Logoworks is one of the largest logo design firms in the world. With more than thirty in-house designers and even more freelance designers from around the world, Logoworks has designed logos for more than 45,000 clients in seventy countries.
Logoworks’ unique business model is designed to eliminate the hassles and uncertainty of traditional logo design. Customers appreciate Logowork’s streamlined, simplified process, talented designers, and personal service.
Microsoft’s Search Media Operations team built a campaign in response to a news article in the September issue of Inc. Magazine. In that article, Logoworks was listed in Inc’s top 500 businesses.
The campaign strategy was driven by attributes specific to the article. It incorporated related keywords, various ad copy, and utilized targeting features to mirror the readership demographics. The campaign ran for nine days, from late September to early October.
The strategy was also driven by the demographic attributes of the Inc. readership. The campaign targeted the reader demographics of Inc. Magazine by incrementally bid boosting:
- 20 percent on males
- 10 percent on people between the ages of 25 and 35
- 30 percent on people between the ages of 35 and 50
The overall campaign objectives were to:
- Take advantage of offline press to drive traffic to the Logoworks Web site.
- Attract visitors who might be looking for information on Inc. Magazine’s articles.
“As a small business, it is important that we maximize customer touchpoints. adCenter gives us access to a sophisticated audience of small to medium businesses that appreciate the quality product and services Logoworks provides.” – Brett Barlow, Director of Marketing, Logoworks
By using keywords and ad copy relevant to the article, Logoworks captured searchers who would have otherwise been ignored had they not been targeted with ads that supported the print article. The results support the value in using online search advertising in conjunction with offline media.
The target group was 25- to 50-year-old men. Of the top four performing targeted orders, this target order had the highest click through rate (CTR) and delivered the fourth highest number of impressions in only nine days compared to orders running since July.
Targeting Inc.’s reader demographics resulted in more than 20 percent CTR and two percent more clicks than a non-targeted campaign.
Logoworks plans on using targeting features to better reach their target audience and use this information to drive offline marketing. They intend to consider search marketing when creating and launching offline marketing initiatives.
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