Paid Search Campaigns Drive $50M Software ISV’s Growth

Blastoff Labs was engaged to design paid search campaigns for a growing $50M software company, operating in the enterprise network management sector.

We familiarized ourselves with the product line, competitors’ lines, their market positioning, prevailing product trends, and related industry standards. We performed a PPC competitive analysis as described in the video: Boost PPC Performance with Display & Search Campaigns.

Product marketing and competitive analysis led us to recommend and develop a set of 9 search and display ad campaigns. The search campaigns use all ad extension types, including image extensions as well as audiences for targeting; and serve on both mobile and desktop. Our display campaigns utilized ad groups for in-market, custom segment, and remarketing audience targeting.

We conducted a landing page analysis and made recommendations to improve the user experience (UX) and enhance performance via CRO (conversion rate optimization) adjustments. We set ad spend at $250/day, configured conversion tracking and launched the campaigns. We then started a 4-week coarse-optimization process.

Six months later, after extensive fine optimization and bringing the paid search campaigns all onto automated bidding, the account is running at a 600% average return on ad spend. CPA’s are at a $150 average, driving telephone, phone call, and white paper sign-up leads to the client’s nationwide enterprise sales force.

Average CPC has slowly declined since the campaigns launched, and quality scores (QS) have been steadily rising. Based on the top-line sales growth, this client is currently raising an additional round of private equity. We are managing the campaigns on an ongoing basis and creating plans for a video campaign initiative.

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