TIBCO is a B2B enterprise software solutions provider whose main focus is helping companies achieve SOA and BPM success. TIBCO’s stated overall objective from their website that also pertains to paid search is to have visitors download free whitepapers and/or free Ajax applications. Specific to paid search, the goal of the entire campaign is to drive registrations for those desired actions at the lowest price point possible while building brand awareness among their target market.
When TIBCO came to Search Engine Optimization, Inc. they were handling their paid search in-house. Their campaigns were admittedly not performing up to the levels they were anticipating. With an over-inflated CPC and inconsistent market coverage, both the metrics of the campaign and the campaigns overriding goal of increasing their visibility in a number of spaces fell well short of their marketing standards. In addition to a keyword list lacking in both quantity and advanced matching, their ads were poorly written and their campaigns were doing little to no ad testing. Their brand was suffering and their PPC campaigns were turning into a poor investment.
- Decrease conversion cost
- Increase whitepaper/Ajax downloads
- Expand campaigns to foreign markets
- Solidify brand
- Increase awareness among technology executives and decision makers
As with every client, SEO Inc. kicked off this campaign doing extensive research into the B2B software space and identified not only competitors and their positioning, but also their target market – C level executives, engineers, and developers looking for both introductions into and resources for SOA and BPM deployment. Through the course of this research as well as leveraging previous experience in the space, SEO Inc. developed a strategic plan of attack which focused on, but was not limited to:
- A heavily expanded keyword list
- Long-tail phrases
- Advanced matching
- Negative keywords
- Portfolio bidding techniques
- Day parting
- Campaign layout restructuring
- Refined messaging
The messaging aspect was especially critical as TIBCO had not previously crafted the ads or landing pages to facilitate registrations by pre-qualifying traffic. In addition to the ad generation, SEO Inc. worked closely to reconstruct the landing pages to be more sticky and conversion-driven.
The client has been more than pleased with the results of the campaigns.
- In the first month alone, this client saw an immediate decrease of 28% in their cost per registration.
- Registration cost dropped from $28.83 to just $8.03
- Registrations more than tripled
- Conversion rate jumped from 5.30% to 10.45%
With the US market secured, TIBCO and SEO Inc. turned their attention abroad, targeting both English and non-English speaking markets, where this client already had an online presence. These countries included, but were not limited to, England, India, France, Germany, Australia, Belgium, and the Netherlands. SEO Inc. successfully provided both the translation services and optimization strategies necessary to deliver foreign market paid search campaigns. (Update: As of March 2008 the international campaigns were in line with the domestic campaigns with a 10.70% conversion rate and a cost per registration of $8.48.)