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

Blastoff Labs was contracted 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. This led us to recommend and develop a set of 9 campaigns using search and display campaign types while also incorporating both Display and Search (RLSA) remarketing.

We conducted a landing page analysis of the client site and made recommendations to improve their user experience (UX) and enhance the CRO (conversion rate optimization) profile. We made recommendations for 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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