Merkle (www.merkle.com), a leading technology-enabled, data-driven performance marketing agency, announced that Merkle|RKG has been awarded the Best Use of PR in a Search Campaign by the US Search Awards during Pubcon in Las Vegas held on October 7. Merkle|RKG was recognized for its work with JetBlue’s Fare Options initiative. Most notably, this is the second consecutive US Search Award win for the agency, which also took home an award in 2014 for the Best Local Campaign in Search.
For the Fare Options initiative, Merkle|RKG launched a PR search campaign to support JetBlue’s image following the announcement that the company would no longer provide a free first checked bag. To inform users of the new policy and minimize negative press, Merkle|RKG used paid search advertisements to dominate the search engine results page (SERP) by launching a campaign with appropriate keyword coverage, geo-targeting, and bidding to ensure top positions on all devices and running informative ad copy in the JetBlue brand voice.
Merkle|RKG was shortlisted for the Best Use of Search- Finance category for its work with CAN Capital. In 2014, Merkle|RKG was shortlisted for a number of other US Search Award categories, including Best PPC Campaign, Best Mobile Campaign, and Best Travel Campaign. The US Search Awards also named RKG a finalist for Best Agency.
The US Search Awards recognize innovative work in search, PPC and digital marketing, and attract hundreds of entries from leading search and digital agencies and professional across North America. In its third year, the US Search Awards followed the success of the UK Search Awards and the European Search Awards, which were launched by British events agency, Don’t Panic.