Video Tech Company Leverages SEM to Drive Enterprise Leads
The Point
NOVEMBER 10, 2016
In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business.
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