Attensa PPC Case Study
Overview
Attensa develops enterprise RSS products to change the way business communicate and collaborate. Through the use of a centralized RSS server, and an RSS reader seamlessly integrated into Outlook, businesses can put web feeds to work -- and get the right information to the right people at the right time.
Objective
Anvil was tasked with improving the ROI of paid search, and increasing the corresponding number of software downloads and server leads being generated through the website.
Challenge
The Enterprise RSS market is relatively new, and the terminology used by both vendors and customers is still being developed. The advertising efforts needed to address all of the various terms that could be used to identify the products, as well as seek sources of additional relevant traffic though related search terms.
Strategy
Anvil collaborated with Attensa to pursue the following tactics:
- Diversified the ad campaigns to more uniquely address each segment of the business model, resulting in more qualified traffic being directed to each conversion point on the site.
- Created a campaign to capture traffic from searches for competitors.
- Created a campaign to generate traffic based on searches for related applications and functionalities, as opposed to direct searches for a specific product.
- Created a "fail-safe" campaign to back up a subset of critical keywords that needed to be running at all times, independently of other campaign budget levels.
Results
During the first 5 months of pay-per-click strategy implementation, testing, and fine-tuning, Anvil was able to generate the following PPC campaign improvements:
- Increased conversion rate by 315%
- Decreased cost-per-conversion by 68%
By drastically improving the effectiveness of the PPC advertising channel, Attensa has been able to generate 377% more conversions each month with only a 54% increase in ad spend.
URL
Attensa Enterprise RSS Server and Outlook Reader
