Meet a Landy Award winner: Quick on its feet, Point It wins Best B2C Enterprise SEM Initiative

Katy Tonkin (left) and Maddie Cary of Point It accept the Landy for Best B2C Enterprise SEM Initiative.
The mission they chose to accept: to build and activate paid search campaigns to promote the surprise product launch of the Surface Pro 4 and Surface Book on the US Microsoft Store website — in less than 24 hours.
Mission accomplished. For its quick execution of tailored, targeted campaigns that exceeded expectations, Seattle-based Point It Digital Marketing took home the Landy award for Best B2C Enterprise SEM Initiative. This was Point It’s second consecutive Landy win.
Not only was time not on their side, but once the campaigns were launched, Point It faced stiff competition from other authorized sellers and retailers carrying the new Surface products.
Point It focused their campaign structure and keyword strategy on reaching lower-funnel prospects who knew about the new products and were searching on brand keywords that signaled purchase intent. Negative keywords were added to funnel target prospects

Search Engine Land Source

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