We built a collaboration model with Fujitsu where Fujitsu gave us information about the terms in which they would like to stand out. The actual work started with cleaning up the advertising account and building the campaigns with their ad groups.
After the initial phase, we set out to develop different ads through iterative testing, ruled-out terms, and in this way made ads that better reached Fujitsu’s target audience.
We constantly test keywords and ad versions using a variety of methods. We’ve been able to optimize keywords for general consumer use to specifically serve businesses and work users.
This worked so well because the relationship is based on mutual trust: ID BBN and Fujitsu are partners who cooperate on continuously refining the project.
We review what we have done with Fujitsu on a monthly basis. In practice, this means that we have the freedom to carry out different tests, change the media budget and develop the account in different ways. Fujitsu is always aware of what we have done and its effectiveness.