SEM Strategy: Zonamerica Success Case
Zonamerica, a free economic zone in Cali, Colombia, aimed to increase office occupancy through leasing to local and international companies.
Key Challenges
The primary challenge was to differentiate Zonamerica in a competitive market and ensure targeted advertising reached companies valuing the benefits of establishing themselves in a free zone. Additionally, optimizing the marketing budget for maximum return on investment was crucial.
Action Plan
To achieve this, we implemented a Search Engine Marketing (SEM) strategy using Google Ads to attract potential clients interested in office space rentals. The strategy involved:
Designing customized campaigns highlighting Zonamerica's benefits.
Geographical segmentation to focus advertising efforts not just on Cali, but also other major Colombian cities, and neighboring countries with potential business expansion.
The outcome
With the implemented SEM strategy and optimized budget, we helped Zonamerica: