Sierra Wireless’ goals were to increase overall awareness of the new wireless gateway and capture potential sales leads. Smartt added a third goal to the list: to achieve return on investment on the campaign. We recommended an integrated marketing campaign that leveraged a variety of online resources. The centerpiece of the campaign was a customized landing page about the AirLink GX440 and call-to-actions for getting more information or contacting Sierra Wireless sales. To drive traffic to the landing page, Smartt proposed a series of eye-catching animated banner ads to run on display networks, augmented by Adwords on Google and social media sites.

We began with keyword research, but we also monitored results and recommended changes – such as shifting the media spend to sources that produced higher quality click-throughs, and broadening or narrowing the search criteria.