Axway LinkedIn PPC Ads Case Study

Overview:

Axway is the only provider in the market today to manage, run, secure, and monitor all your business interactions – emails, files, messages, services, events, and processes. Spanning all industries, over 11,000 organizations in more than 100 countries depend on Axway’s proven breadth of services and layers of governance to build and improve value chain efficiency, regulatory compliance and quality of service.

Objective:

Generate qualified, affordable leads by targeting information technology decision makers in the Healthcare industry.

Challenge:

Although Adwords was successful at generating leads, competition for top keywords was fierce and thus drove up conversion costs. Moreover, non-IT healthcare professionals and IT healthcare professionals often search on similar keywords, making it difficult to reduce noise and unqualified clicks.

Strategy:

In order to reduce cost and improve targeting capabilities, Axway and Anvil decided to utilize LinkedIn Ads to reach Axway’s target market directly. Anvil built campaigns specifically targeting the job titles, industries and job functions of Axway’s audience in the Healthcare industry and set up Analytics tracking to ensure that actionable data was being properly captured. Once campaigns were launched, Anvil tested over 30 ads in real time to identify the ones that Axway’s target market responded to best. Moreover, custom landing pages were built specifically for LinkedIn users in order to ensure a high conversion rate.

Results:

The LinkedIn campaigns generated a 25% conversion rate with the lowest cost per conversion ever achieved for Axway’s online marketing campaigns. Moreover, the majority of leads generated were tagged as high quality leads by Axway’s sales team.