Integrating TV and Paid Search

The Background Our client is a growing Australian brand operating within a the highly competitive finance vertical. Since launching, sales have grown consistently. Still, our client’s brands face a major issue. Our client, as a provider of finance products, has relatively low awareness in the market. To increase awareness our client launched DRTV activity in […]

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Driving Change in Search

Background The objective for our client’s digital marketing in 2013 was a dual one; to continue to increase brand awareness and to meet demanding sales leads targets. Our client’s range of vehicles competes in the hyper competitive mid-range car segment with a number of other brands offering a variety of model variations. The goal for […]

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Orchestrating a Bold YouTube Search Campaign

Background Over the decades, a leading auto client of Columbus has lead the 4×4 off-road segment in Australia. It has built a strong, respectable reputation to hold 4×4 capabilities that were able to conquer the most inhospitable parts of the planet. To prove this, in 1962 their leading 4×4 nameplate created history being the first […]

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Adapting to change

Background Previously on Google, advertisers could only bid on their own brand terms, competitor terms were off limits. However, on April 23rd 2013 Google liberalised their policy on trademarking by allowing advertisers to bid against each other’s brand terms. It was a logical move from Google’s perspective to make search results pages more competitive but […]

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