CASE STUDY
Paid Search Campaign Hits the Target for Leading OT Cybersecurity Vendor
In the highly competitive OT cybersecurity market, standing out and effectively reaching potential customers is paramount for success. Pay-Per-Click (PPC) advertising offers cybersecurity vendors a powerful tool to generate leads, increase brand awareness, and drive sales. However, launching a successful PPC campaign takes meticulous planning, strategic execution, and continuous optimization.
Challenges
How to Tailor a PPC Campaign to Attract OT Cybersecurity Buyers
A leading OT cybersecurity client was highly experienced in the category, but lacked the visibility needed to maximize their market position. They needed to conduct a paid search campaign to quickly expand market awareness, while increasing website traffic and generating leads for the vendor’s solutions.
Solution
A Perfect Blend of Keywords, Assets, and Campaign Management
CyberTheory designed a Google Ads paid search campaign using relevant keywords to attract the vendor’s target audience. All components – keywords, ad copy, landing pages, content assets, and campaign optimization steps – worked together to achieve the client’s market awareness and lead generation goals.
- A keyword strategy was developed based on CyberTheory’s research into the top performing keywords for relevant OT cybersecurity searches, including some untapped niche keywords with strong potential for success.
- Three compelling late-stage content assets built by CyberTheory were offered to help drive mid-to bottom-of-funnel leads. These included a cybersecurity preparedness assessment, a case study digest, and a business case workbook.
- Ad copy and landing pages were developed to enhance click-through results.
- An in-depth written case study, highlighting important details about the engagement that were most compelling to those in the same role or market space,
- CyberTheory managed and optimized the campaign for higher conversions over 8 months through ad copy, keyword selection, and bid adjustments.
Results
A Highly Polished and Focused Campaign Yields Sterling Results
With tens of thousands of impressions generated, the paid search campaign succeeded in increasing the client’s visibility, website visits and leads. With search campaign ads appearing in the top search results above and among competitors, the client’s organic search rankings also improved.
What’s more, the average conversion rate increased 117% and average cost per conversion decreased 30%, showing the power of focused optimization.
Another great result: the re-targeted ad conversion rate was 6.51% – that’s 5X higher than the 1% industry average and shows the ad copy targeted the right audience with the right message.
In overall results, the campaign performed extremely well:
- 339,354 impressions
- 13,773 clicks
- 1,838 conversions
- 4% conversion rate to form fill
- $32.62 cost per conversion
Insights and Recommendations
Keep Awareness and Revenue Flowing With the Right PPC Partner
PPC campaigns are a great marketing buy. They can quickly build awareness, help position your organization at the top of search results for leadership credibility, and drive website traffic and leads at a low cost. Paid search also delivers strategic insights that can be leveraged in additional content and campaign strategies.
CyberTheory has the right expertise in PPC campaign strategy and execution, combined with deep insights around cybersecurity markets and buyers. Working with CyberTheory, you can speed market traction and get more results for your marketing dollar.