Global Expansion of Paid Search Campaigns

Equinix developed a collaborative Global Governance & Testing framework with a regional focus on local priorities. Obility then aligned with Equinix’s internal strategist and all regional managers, setting up separate bi-weekly meetings to get familiarized with the local strengths/weaknesses and planned execution of the new campaigns.

While legacy campaigns were being maintained, Equinix and Obility built a well-defined budget system across regions allowing for continual testing. When tests proved successful, Equinix’s budget structure allowed for rolling out of successful tests into core campaigns with higher budgets, to continuously build a stronger foundation.

Regions benefited from the new budgeting model because budgets were tied to specific campaign activation globally, and regional spending remained focused and consistent. A set amount was devoted to awareness and testing campaigns giving the regions stable leads. Testing did not interfere with lead generation for regional stakeholders.

Regional prioritization followed budget & asset testing governance ensured advertising was fresh and effective within each country. Obility developed a new strategy consisting of a complete campaign restructure driven by a new offer alignment strategy and testing different offers, as well as new ad copy tests.

Search Campaigns
Search campaigns restructured at a more granular level and focused on core keyword themes, set up in a way that allowed for efficient ad testing.

RLSA Campaigns
Dedicated Remarketing Lists for Search Ads (RLSA) campaigns built for core keyword themes, and multiple audiences layered onto generic search campaigns to increase or decrease bids on various audiences.

Retargeting Campaigns
Retargeting in multi-phased campaigns and custom made for each country were relaunched to focus on website engagement and progressing Equinix narrative through content over time.

Audience & Topic Campaigns
Custom audiences, as well as topic, interest and affinity campaigns were launched using effective layering. Equally important, negative topic, interest and website exclusions were added to all display campaigns to ensure ads were placed only on top quality websites.

Language Translations
In cases where non-English language is spoken (e.g. German, Portuguese, French), Obility worked with local teams to ensure keywords and ad copy were properly translated.

How we did it:

Obility coordinated with Equinix’s internal strategist to set up a Global Governance framework that provided consistency and flexibility for localized testing. Obility communicated with Equinix’s regional stakeholders to ensure campaigns were properly aligned with each region’s unique needs:

• New campaign structure based on historical performance
• Budgets were re-allocated based on Obility’s “Test-Almost-Core” optimization strategy, ensuring top performing areas are saturated with budgets
• Keyword groups & offers re-aligned to ensure ideal customer journey
• Integrated with content and product marketing teams to update content offerings
• Dedicated native language campaigns launched

About Equinix
Equinix believes digital infrastructure is your greatest source of competitive advantage. Digital leaders need one place to bring together and interconnect the foundational infrastructure to power their success. Equinix is the world’s largest IBX data center & colocation provider, offering the fastest application performance and lowest latency routes worldwide. Equinix connects the world’s leading businesses to their customers, employees and partners inside 200+ of the world’s most connected data centers in 44+ markets across five continents.