Verizon Hum - Firestorm SEM

Challenge

Verizon saw an opportunity to enter the app/automobile market with an app that provides diagnostics on your car as well as other helpful information. Verizon needed to raise awareness about the app as well as drive pre-orders to support the initial release of the product.

Strategy

Verizon provided extensive audience information and target markets to lay the foundation. Keyword and audience research was done to properly target their prospective new app customers as well as build awareness for the new app.

Approach

We built a Google Ads strategy for Verizon that leveraged Verizon’s strong brand that spoke to customers that would be interested in this app. We further built out to target those not yet brand loyalists as well as those in the market for the app who were unaware that Verizon was offering this app.

The Process

SEM to shake up the industry

Landscape and Competitive Analysis

We needed to understand this new market and the players involved. In addition to the in depth information that Verizon provided on the landscape we researched further into the SEM landscape to understand the competitors already in this market.

Keyword Research

Though we did have Verizon’s strong brand to lean on, that was only part of the picture. A large brand like this can drive a lot of traffic and sales through their brand alone, however, that is only part of the expectation. So we needed to dig further and find opportunities within audiences that were not brand loyalists as well as those in the market for this app.

PPC Advertising

We focused in initially on just Google Search ads to fully leverage Google’s search offering. Due to the large budget a foundational step approach allowed us to maximize Verizon’s reach on search which they could then build from within other marketing channels.