SearchAdNetwork Captures a Coveted DMA International ECHO Award

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Innovative PPC management campaign is a resounding success.

An ECHO Award is one of the most highly-regarded distinctions you can receive in our industry

Every year, the Direct Marketing Association scours through hundreds of entries from some 40 different countries to highlight the best and most creative ad campaigns. When the top-level marketing judges recognize a campaign with a brilliant strategy and revolutionary technique that yields outstanding results, they feel that everyone must know about it. The DMA saw these qualities in a PPC management campaign carried out by SearchAdNetwork for Vongo®, an online movie download company. The success of SearchAdNetwork's campaign now reverberates throughout the world from the acquisition of a DMA ECHO Special Award.

The annual ECHO Awards are presented across 12 business advertising categories with nine premier awards; the Special Award is a new category this year, recognizing excellence in search engine marketing for the first time. "An ECHO Award is one of the most highly-regarded distinctions you can receive in our industry," says Samantha Pope, vice president of SearchAdNetwork and account manager in charge of Vongo's campaign. "And to receive one of the first-ever search marketing ECHO Awards -- that truly is an honor."

The award-winning search engine marketing campaign that Pope developed for Vongo utilized two innovative techniques available with MSN adCenter -- day/time parting and demo targeting. Day/time parting uses incremental bid boosts during specific times of day or days of week to reach potential searchers. This strategy was selected because SearchAdNetwork noted a spike in conversions on the weekends and from six to 10 every night of the week. Demo targeting is only offered through MSN; it draws on searcher information provided during initial registration processes and requires a keen understanding of one's target audience. Using data provided by MSN adCenter and in-house technology, SearchAdNetwork surmised that Vongo's target audience was male searchers of any age.

Both day/time parting and demo targeting were new strategies and, therefore, somewhat risky ventures for SearchAdNetwork and Vongo to undertake. Confident in their knowledge of search marketing, SearchAdNetwork fearlessly developed and launched Vongo's unique campaign. The pioneering efforts by both SearchAdNetwork and Vongo paid off. Demo targeting was successful in a different way -- although it did not produce exceptional results, it did prove to be a learning experience, revealing that demo targeting is not a stand-alone technique at this time. With the bestowal of this ECHO award, it is apparent that the DMA also recognizes that success is not always in the numbers but in the knowledge acquired.

SearchAdNetwork received the ECHO Award at a prestigious ceremony held Tuesday, October 16 during the DMA07 Conference and Exhibition. Hosted by Howie Mandel, the ceremony and gala was an exciting, entertaining and educational evening for everyone involved. With photographs and campaign creative as a backdrop, SearchAdNetwork and Vongo team members took the stage to accept this first-ever Special ECHO Award.

To experience the astounding echoes caused by Vongo's campaign, visit For more information on SearchAdNetwork, please visit

About SearchAdNetwork
SearchAdNetwork is a recognized search engine marketing solution with years of experience in PPC management and search engine optimization. SearchAdNetwork is a division of Location3 Media, Inc., a technology-driven direct marketing company that delivers Internet marketing solutions for business targeting audiences on local to global scales. Location3 Media, Inc. was founded in 1999 and is now parent to other specialized Internet marketing companies as well: Local Search Traffic, a business advertising solution that manages business listings on numerous search engines, directories and Internet yellow pages, as well as develops and executes geo-targeted PPC management campaigns; and Hispanic Targeting, a full-service Hispanic marketing solution dedicated to targeting the Hispanic population through each of the leading search engines and their Spanish-language counterparts. SearchAdNetwork boasts a full roster of experienced and knowledgeable team members, well-versed in several specialties: account management, graphic design, information technology, website design, sales, accounting and finance, copywriting and office administration.

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Angie Pascale

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