S&P Capital IQ (part of McGraw Hill Financial) is a web-based platform used by those who make crucial financial decisions. The target audience is investors and C-suite executives, so the tone of the messaging is serious and straightforward.
MullenLowe worked on creative and paid search for S&P Capital IQ. In my role as an Assistant Search Marketing Specialist, I wrote text ads for S&P Capital IQ within Google AdWords, managed the AdWords account, monitored the paid search budget, performed ad copy testing to optimize ads, and reported results to the client via weekly status calls.
The brand launch video emphasizes the fact that S&P Capital IQ gives you an unfair advantage. To mirror the messaging in the video and on the S&P Capital IQ website, the paid search ads I wrote emphasized phrases such as “unrivaled data, research, and analytics” and “realize hidden value.” Each paid search ad led the consumer to a corresponding page on the website.