One of our clients is a leading Israeli Mobile Telecom provider.
With an above average percentage of their budget geared towards online advertising (Banner & AdWords), they are both brand oriented and keen on measuring the effectiveness of each campaign they launch.
While it’s pretty obvious that when a banner campaign runs in conjunction with their AdWords, the conversion rises, the extra exposure received from the large amounts of traffic coming and going through a few Israeli portals like Walla and MSN increases recognition and brand value.
This week while looking at the numbers we where able to notice how prominent this increase is, while the AdWords campaign runs nonstop and are divided into several groups which are measured according to different campaign objectives.
During August a banner campaign ran on Walla, the banner campaign was geared towards a massive hiring campaign for support staff (all the Telecoms are strengthening their staff due to changes in roaming laws passed a few months ago).

During August, which should show lower search inventory due to summer lags, the campaign showed a major increase in both search volume and click-through rates.
When comparing the dates of the campaigns, there was a direct correlation between the increased searches (and clicks) to the banner campaign that ran on Walla and MSN.
So what does this mean?
There can be several conclusions, searchers are seeing the banner ads then searching… mmm, maybe and perhaps
Brand awareness increases, probably.
A few other insights from their HR department…. the CVs that where submitted via the Google campaign where of much higher quality (no surprise there).
The cost per CV was substantially lower from the Google campaign.
The Google campaign budget was much lower then the banner campaign yet the number of CV generated from Google was only a bit less.