www.effectivespend.com CHALLENGE When it comes to paid search, commercial real estate keywords are particularly competitive. Swivel was faced with a very crowded SERP , keywords with ambiguous searcher intent and very high cost per click. Furthermore, Swivel was serving up an innovative solution to a market that was largely unaware of this new way of office leasing . This presented challenges in search marketing, which is typically most efficient when customers know what they’re looking for and share a common language around how to search for it. Effective Spend ’s challenge was to identify the most effective digital marketing strategy to drive high quality leads for Swivel while keeping cost per lead in line with profit goals. SOLUTION Since Swivel was a new concept in comm

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