The client has been a European leader in IT and OT critical infrastructure cybersecurity solutions for over 10 years. The company’s trusted, advanced, top-quality solutions are certified at the highest level in Europe (EU RESTRICTED, NATO, ANSSI EAL3+/EAL4+). They have more than 15,000 companies using their solutions.
The client had already had a couple of years running Google Ads search campaigns to attract qualified traffic and generate leads. They had run in-house campaigns, as well as working with a few major marketing agencies, but still had a lack of conversions and a poor ROI. They also wanted to explore platforms, such as LinkedIn for targeted lead generation.
- Tracking conversions implementation.
- Google Paid Search and Display Re-targeting Campaign Management.
- LinkedIn ads Campaign Management.
Step 1: Conversion Tracking & Analytics Set Up
We helped implement an accurate conversion tracking and model attribution, including landing page conversion tracking and CRM integration. We set up our client’s Google Ads goal conversions and Google tag manager account, landing page tracking codes, and HubSpot account integration.
Here are some conversion events we have created in HubSpot and synchronised with Google Ads:
Step 2: Keywords & Competitors Research
In competitive industries like cybersecurity, exhaustive keyword research is essential. We took time to deep-dive into the client’s data to identify the best keyword opportunities based on past performance and client feedback. We also looked at everything from competitors’ keywords to budget-spends, and even ad copy, to see how we could position the client’s ads to stand out in a competitive niche market. We also used some “spy” tools to look at which keywords their competitors were using and used some of those as well. Finally, using keyword tools, we identified new opportunities, including niche keywords and long-tail keywords.
Semrush is one of the multiple tools we use to find the Google Ads keywords used by our clients’ competitors.
Step 3: Restructuring Paid Search Campaigns
We focused on who was truly driving the paid customers, based on gender, age, and country. We decided to focus on demographics and countries with the best ROI. For top-tier countries, the ads were translated into the local language. In addition, we paused any keyword that hadn’t performed over the last year to redistribute that spend to converting terms and new keyword opportunities extracted from our keyword research.
Step 4: Launching LinkedIn Ads Campaigns
We decided to opt for LinkedIn lead generation ads. More specifically, the LinkedIn lead gen forms, which would enable us to do the following:
- Capture leads and measure results without the use of their website. Using the lead gen form, we could direct prospects to the downloadable content via a URL at the last stage of the form.
- Allow us to collect more leads, as most of the information is pre-filled by LinkedIn.
- Target highly authoritative decision makers with specific senior job titles that were only applicable to the client’s industry.
LinkedIn lead generation ads allowed us to target the following:
- Location: we targeted the top 5 European countries where our client want to grow his customers base.
- Company size: we targeted companies which had over 500 employees.
- Job titles: we chose specific senior roles, as our prospects were likely to have authority, such as “Director of…” and “Head of…” roles.
- Industries: choosing a specific industry limited our estimated target audience to less than 1,000, after selecting one industry, so we kept this open. However, we excluded various industries which were not applicable as per the below image.
Campaigns Segmentation & Ad Copies Testing
We always consider creating different copy angles before we launch any LinkedIn ad campaign. In this case, after analyzing our client’s target audience, we decided to focus on 3 different pain-points segmented with 3 different ads, each one focusing on a specific problem that our buyer persona could struggle with. That way, we are certain we have A/B tested our different ads’ messages properly, constantly adjusting them to optimize the result.
This same strategy applies to the targeted audience. In order to track accurate performance, we test different combinations and attributes in different campaigns. Our campaigns segmentation for this client is as follows:
- Audience 1: job titles
- Audience 2: skills
- Audience 3: interests
- Audience 4: LinkedIn group members
There was a dramatic improvement in every facet of the paid channels, including:
- 610% increase in the number of Marketing Qualified Leads (MQLs).
- 475% increase in the number of Sales Opportunities in the pipeline.
- 284% increase in the number of customers won.