MTV was looking for ways to expand awareness and interest for their new show Ridiculousness hosted by Rob Dyrdek. They went ahead and bought contextual advertising in Google AdSense using a list of keywords researched by them and suggested by Google AdPlanner tool. This brought them certain reach but the client wanted more.
Colligent’s targeting identified specific TV shows, music artists, sports and celebrity keywords that Ridiculousness fans engaged with and vice versa. The client created a new ad group with these keywords to buy additional contextual advertising.
When compared to their in-house ad group, the Colligent ad group increased their reach by 73% with a 89% higher click-thru rate (CTR) and cost per click (CPC) that was 8% lower.
|Google/MTV Keywords||Colligent Keywords||Performance Difference|