Driving Forward > Digital Marketing Blog

Overdrive Interactive Wins Prestigious PROMO Interactive Marketing Award

By

Overdrive, a Boston-based full service search engine marketing and online media agency specializing in lead generation, brand building and customer acquisition, announced today that the Harley-Davidson Paid Search Campaign won top honors from PROMO’s 2007 Interactive Marketing Awards in the search engine marketing category.

Overdrive was presented with the challenge of generating 20,000 leads per month during the last quarter of 2006. In order to meet this goal, Overdrive greatly expanded the list of branded and non-branded keywords that had been historically linked to Harley-Davidson to roughly 16,000 keywords. Secondly, ad copy was customized adhering to search marketing best practices for each offering and business line and then bid into the best-performing positions. Lastly, customized landing pages were created to feature relevant copy and imagery that encouraged users to register to setup a consumer profile.

“The personal data collected will be used to send direct mail and e-mail promotions, and to support dealer programs for years to come,” says Harry J. Gold, CEO and Managing Partner of Overdrive Interactive.

“There were no sweeps or incentives to prompt people to register,” he adds. “They had to voluntarily become part of Harley-Davidson’s marketing program. The success of the program shows the power of the brand.”

Tracking also played crucial role in the restructure. “The tracking system brings together keyword, click, conversion and cost data into a port that allowed us to identify the best performing terms,” Gold says. “Then you can focus more media funds on those best performing terms, as opposed to optimizing on a cost per click.”

The outcome? Impressions (the number of times that search ads were viewed) jumped an impressive 157% from August to November, while the cost per impression fell by 40%. In addition, the cost per action and cost per lead were cut in half. Most importantly, the monthly lead quota was met.

“We are delighted to be recognized with the prestigious PROMO Award. To be recognized by a jury of your peers is definitely validating and an acknowledgement of the great work that Overdrive is doing on behalf of our clients.” commented Ty Velde, Director of Client Services.

PROMO’s Interactive Marketing Awards honor the best and brightest in effective interactive marketing. This ALL-NEW program recognizes the valuable role that interactive tactics play in motivating consumer response and creating strong, exciting brands and will award winners in multiple categories—from text messaging to multi-channel tie-ins to online contests.

About Overdrive Interactive
Boston-based Overdrive Interactive (http://www.ovedriveinteractive.com/) is a full service online marketing firm that specializes in branding and lead generation services using search engine optimization, paid search management, online media planning and buying, email marketing, and web and application development. The agency serves a wide range of consumer and B2B Fortune 500 companies.

Tags

E-Commerce

NEDMA Annual Conference 2019 Recap (Part 1)

By

NEDMA Annual Conference The smell of coffee, the whispers of eager attendees, the brimming electricity of all the potential knowledge about to be shared from luminaries and marketing experts. This is what welcomed attendees the morning of the New England Direct Marketing Association (NEDMA) 2019 Annual Conference. Exhibitors lined the sides and back of Bentley’s…

Read the full article

E-Commerce

search social app

The Miracle Of Findability

By

Brand Embrace Embodies Findability Overdrive Interactive developed the concept of the Brand Embrace five years ago which today is known by professionals in the digital marketing industry as Findability. The Brand Embrace and executing good Findability across search, social media and your online properties ensures that your business is present at critical touch-points throughout the discovery and decision-making…

Read the full article

Contact Us

Schedule a presentation. Tell us about your marketing goals. Find our offices. Or, just say hello. We would love to hear from you!

Contact Us   

Infographic

Google World Infographic

Overdrive Google World Digital Marketing Infographic

Visualize the world of Google's companies, technologies, and services. Get the PDF with live links to over 200 assets.

Get Access!   

eBook

The Digital Advertising Guide – 2nd Edition

Overdrive Digital Advertising Guide - PDF

Get your head around the many advertising options available to digital marketers today.

Get Access!   

Presentation

Google Gallery

Google SEO and Search Gallery: 16 Years of Search Results Presentation

Explore how Google’s results page has evolved with 54 images illustrating 16 years of development.

Get Access!   
Dev Tool:

Request: overdrive-interactive-wins-prestigious-promo-interactive-marketing-award
Matched Rewrite Rule: ([^/]+)(?:/([0-9]+))?/?$
Matched Rewrite Query: name=overdrive-interactive-wins-prestigious-promo-interactive-marketing-award&page=
Loaded Template: single.php