TIBCO is a B2B enterprise software solutions provider whose main focus is helping companies achieve SOA and BPM success. TIBCO’s website’s stated overall objective, which 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 handled their paid search in-house. Their campaigns admittedly did not perform up to the levels they had anticipated. With an over-inflated CPC and inconsistent market coverage, the campaign metrics and its overriding goal of increasing its visibility in several spaces fell well short of its marketing standards. In addition to a keyword list lacking in quantity and advanced matching, their ads were poorly written, and their campaigns did little to no ad testing. Their brand was suffering, and their PPC campaigns were becoming an investment.
The Goals
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 that focused on, but was not limited to:
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 campaign results.
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 translation services and optimization strategies to deliver paid search campaigns to foreign markets. (Update: As of March 2023, the international campaigns were in line with the domestic campaigns with a 10.70% conversion rate and a cost per registration of $8.48.)
SEO Inc. is an internet marketing agency whose purpose is to help companies improve their online presence in search and social media in order to acquire new customers and build their brand online.
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