Resolution has won Google’s ultimate Search prize for Australia and New Zealand: Search Innovation Campaign of the Year.
This is Google’s first search award for its Premier Partners and it recognises creativity and effectiveness – work that breaks new ground while achieving demonstrable ROI.
Our work for ANZ focused on making paid search play multiple roles within our client’s omnichannel media plan for its home loan product.
In conjunction with our sister media agency PHD, we’ve also taken top spot for Digital Effectiveness and won silver for Best Demonstration of Long-Term Results at the MFA awards.
The best example is that we employed very specific paid search insights to optimise TV buying decisions including the length of ads. We also used the TV media strategy to optimise search spend, and TV creative to increase qualification of search leads.
By optimising the first part of the funnel (TV), we could then improve search performance in a flow-on effect. All with the client’s overarching business goal in mind: increasing number of qualified leads at a lower CPL.
At every turn, we pulled the varying digital and non-digital levers to drive greater efficiency and effectiveness.
The feedback from Google?
Google loved the integration story, results and optimal use of their products.